STRATEGI KOMUNIKASI CORPORATE SOCIAL RESPONSIBILITY PT BNI LIFE INSURANCE DALAM MENDUKUNG PEMBENTUKAN REPUTASI PERUSAHAAN: PERSPEKTIF KOMUNIKASI BISNIS

Abstract

Corporate Social Responsibility (CSR) is a corporate communication instrument that can be used to develop stakeholder relationships and support corporate reputation building. In the insurance industry, educational communication is particularly important because the public requires adequate information regarding financial management and risk protection. This study aims to analyze the CSR communication strategy of PT BNI Life Insurance through financial literacy and community empowerment programs from a business communication perspective. The study employs a qualitative approach using a case study based on document analysis. Data were obtained from PT BNI Life Insurance's 2025 Sustainability Report, 2025 Annual Report, official corporate publications, and other relevant supporting documents. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, and conclusion drawing and verification. The findings indicate that the company's CSR communication strategy is implemented through educational communication, stakeholder collaboration, financial literacy and insurance education programs, and the use of digital communication channels. The strategy reflects a communication orientation that is not merely transactional but also relational by positioning public information needs as part of relationship building. From a business communication perspective, these practices have characteristics that support credibility, trust, and social legitimacy as important elements of corporate reputation building. The study concludes that CSR can be positioned as part of corporate communication strategy that integrates business interests with social needs through educational, collaborative, and sustainable communication.