Design of Monitoring Communication Strategy & Brand Awareness to Enhance Corporate Image

Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas strategi komunikasi yang dijalankan Corporate Communication Holding PT Perkebunan Nusantara III (Persero) serta merancang sistem monitoring berbasis dashboard untuk meningkatkan tata kelola komunikasi dan brand awareness PTPN Group. Berdasarkan hasil analisis data publikasi, wawancara mendalam, dan survei eksternal terhadap 215 responden, ditemukan bahwa brand awareness PTPN Group masih berada pada kategori “sedang” dengan nilai pengenalan merek (brand recognition) sebesar 58% dan tingkat ingatan merek (brand recall) sebesar 42%. Selain itu, efektivitas strategi komunikasi perusahaan belum optimal karena tidak adanya mekanisme monitoring terintegrasi yang mampu menilai performa komunikasi secara real time. Hasil penelitian ini menghasilkan rancangan awal dashboard monitoring komunikasi yang memuat indikator reach, engagement, sentiment, publikasi media, serta awareness index. Dashboard ini terbukti mampu memberikan gambaran menyeluruh terhadap aktivitas komunikasi dan berpotensi meningkatkan kualitas pengambilan keputusan manajemen. Implementasi rancangan dashboard diharapkan dapat mendukung transformasi tata kelola komunikasi PTPN Group serta meningkatkan citra korporasi secara berkelanjutan.

This study aims to analyze the effectiveness of communication strategies implemented by the Corporate Communication Holding of PT Perkebunan Nusantara III (Persero) and to design an integrated dashboard-based monitoring system to enhance communication governance and brand awareness across the PTPN Group. Based on the analysis of publication data, in-depth interviews, and an external survey of 215 respondents, the study reveals that PTPN Group's brand awareness remains at a “moderate” level, with brand recognition reaching 58% and brand recall at 42%. The study also finds that the effectiveness of the company’s communication strategy is limited due to the absence of an integrated monitoring system capable of providing real-time performance evaluation. This research produces an initial design of a communication monitoring dashboard featuring indicators such as reach, engagement, sentiment, media publication tracking, and awareness index. The dashboard can provide a comprehensive overview of the company’s communication performance and demonstrates potential to improve managerial decision-making. The implementation of this dashboard is expected to support the ongoing transformation of PTPN Group’s communication governance and enhance corporate image sustainably.