Public Relations Strategies in Managing Corporate Reputation Through Green Campaigns (a Case Study of Corporate Communication PT. Surya Energi Indotama, Bandung , Indonesia)

Abstract

Global pressure for decarbonization and the rise of ESG-driven investment have made “green” reputation a strategic corporate asset. In Indonesia, the commitment to Net Zero Emission (NZE) 2060 and growing public concern about pollution place PT Surya Energi Indotama (SEI) under strong expectations to operate sustainably and communicate its environmental performance credibly to avoid skepticism and greenwashing accusations.

This study analyzes SEI’s Public Relations (PR) strategies in managing corporate reputation through green campaigns. Using a qualitative case study approach—through interviews, document analysis, and observation the research explores how SEI designs, executes, and evaluates its communication strategies. Drawing on stakeholder, legitimacy, and reputation theories, the findings indicate that SEI’s green campaign is crafted to engage key stakeholders and secure social legitimacy by presenting solar energy as a solution to national energy and pollution challenges. This narrative strengthens SEI’s social and environmental responsibility, thereby enhancing its corporate reputation. The study highlights the shifting role of PR in the renewable energy sector, where it functions not merely as a promotional tool but as a strategic mechanism for managing intangible assets in the green economy era.