Public Relations of Metro TV Strategy in Maintaining Image Through CSR (A Study on CSR “Metro TV Berbagi” Program to Muhammadiyah Boarding School Ki Bagus Hadikusumo)

Abstract

PT. Media Televisi Indonesia (Metro TV) is the first news TV in Indonesia which aired on November 25th, 2000. To maintain its image, Public Relations (PR) Metro TV keeps doing activities involving its stakeholders. One of those activities is Corporate Social Responsibility (CSR). As a form of concern to the people and its surroundings, CSR “Metro TV Berbagi” program has 3 pillars focusing on health, natural disasters, and education matters. Covid-19 that hit the entire world, including Indonesia, has made Metro TV strive to adapt with company activities. This pandemic has limited the ability of people to do activities, schools are also limited in teaching and learning activities. Therefore, Metro TV shares its CSR programs through various forms online, so the activity still goes on but also follow the health protocol. One of the activities is CSR “Metro TV Berbagi” to Muhammadiyah Boarding School Ki Bagus Hadikusumo in the form of online training. “Knowledge to Elevate”, which is Metro TV’s tagline, is also a guide in implementing CSR in education. This research is conducted to find out how PR of Metro TV’s strategy to maintain its image, especially in the midst of the Covid-19 pandemic, with a qualitative approach using in-depth interviews and collecting other documents.