The implementation of public organization communication and its long-term effect on corporate image: A literature review of PT Astra Honda Motor

Abstract

PT Astra Honda Motor (AHM) is the top motorcycle production company in Indonesia with total share market above 70 % nationally with distribution volume approximately 6 000 000 unit s each year. This growth creates new problems in the society such as increasing number of the road accident, many motorcycle users disobey traffic laws and the increase of underage motorcycle users. This condition is interesting to observe as for how PT AHM do their public organization communication to overcome the rising issues in society. 2 Organization Communication theories are used to strengthen this review, they are 1) p ublic o rganization c ommunication and 2) o rganization d evelopment and c hange. These theories become the basis to see how PT AHM internally manage their communication to create an impactful message to their customer and public audience. Based on review to the company, it is found that PT AHM is active and consistent in running their public organization communication. One of their campaign that has been running is “ One Heart ” or more known as “ Satu Hati ” campaign. All the campaigns and communications did help PT AHM to avoid accusations of the cause of negative effects of high motorcycle production. U ntil now, they remain the market leader in national motorcycle market share.