STRATEGIC COMMUNICATION AS AN EFFORT TO IMPROVE CORPORATE IMAGE: A CASE STUDY OF PT AGAVI IN THE FOOD INDUSTRY

Abstract

Increased consumer awareness of food safety has encouraged the food industry to not only meet production standards, but also to communicate information transparently to the public. However, many corporations still find it difficult to communicate food safety practices strategically, thereby reducing consumer confidence and negatively impacting the corporate image in the public eye. This study aims to analyze strategy of PT Agavi as a communications consultant in strengthening the corporate image of its clients in the food industry through a food safety-based communication approach. The method used is descriptive qualitative with a case study approach, through in-depth interviews with six informants from PT Agavi's internal parties. The results show that PT Agavi not only provides technical assistance but also develops communication strategies through employee training, the creation of educational narratives, visual media, and internal and external communication assistance implemented based on the RACE Model approach. This strategy has proven effective in increasing consumer trust and strengthening the corporate image as a credible and responsible. The implications of this study indicate that the integration of technical and strategic communication aspects is crucial for food corporations in building sustainable reputation and competitiveness