ABSTRACT

GRADUATE SCHOOL OF COMMUNICATIONS

THE LONDON SCHOOL OF PUBLIC RELATIONS - JAKARTA

MASTER OF ARTS IN COMMUNICATION STUDIES

POSTGRADUATE PROGRAMME

Name : Utari Arbi

Student No : 017.1102.2009

Thesis Title : Analyzing Nestlé's Public Relation strategy in handling

Palm

oil issue (A Case Study of PT. Nestlé Indonesia)

Total Pages : 5 Chapter, 104 pages, 8 pictures, 6 appendixes and

attachments

References : 16 books, 1 magazine, 8 website

The title of this thesis is Analyzing Nestlé's Public Relations (PR) strategy in handling Palm oil issue (A Case Study of PT. Nestlé Indonesia). The background of this study shares about the current condition PT. Nestlé Indonesia and their PR strategy in handling the palm oil issue that has spreading to public. These studies try to find out about PR Department function at PT. Nestlé Indonesia in handling or preventing a global crisis that impact to local company. What is Nestlé's Public Relations role in handling palm oil issue/crisis? How the strategy in conducted by Nestle to handle this issue/crisis toward their company? What are the impact of global crisis due to local and how to solve it?

This study uses several related theories in the process of the research as the tool of analysis and to interpret the findings. The theories are: communications theory, Public Relations theory, Public Relations strategy theory, and corporate reputations theory. The research design and method of this study uses the qualitative approach and triangulation that includes in depth interview, observation and document review. The source of information for this study includes the PR Department of PT. Nestlé Indonesia, the activity of company and the media for analyze, and some of the internal documents. The result of this study is even though PT. Nestlé Indonesia use media as PR tools to facing this conditions, but they have to keep their good reputation as well and using this condition as their opportunity to get awareness by public.