Employees as Public Relations Agents: Optimizing the Role of PR in Maintaining Reputation of Mining Industry

Abstract

The mining industry, particularly coal, has always been known for its negative effects to the environment. The implementation of good mining practices by a number of mining industries seem unable to deter this opinion. The negative public opinion has a significant impact on the reputation of this industry. It will have an impact on reputation and obtaining a social license to operate. So how are the mining industry's efforts to maintain its reputation? There are three objectives that will be presented in this paper: the implementation of a communication plan in the form of preventive and curative programs, the implementation of the employee-based PR model, and to see the impact of the implementation of the employee-based Public Relations (PR) model on the company's reputation and operation. This research uses a qualitative approach and participatory action research methods. The research is conducted at PT Kaltim Prima Coal (KPC), a mining industry located in East Kalimantan, Indonesia. The results showed that PR communication carried out by KPC refers to the public information and two-way symmetrical models. Employees are involved as disseminators of information related to various programs implemented by the company. This method shows positive impact on the public opinion, which is seen from the emergence of positive news in the media and the absence of demonstrations that hinder the company's operations.