Strategi Public Relations pada Program Chocopreneurship PT Tama Cokelat Indonesia (CHOCODOT)

Abstract. In Indonesia, economy creative sector has grown rapidly and contributes significantly to the national Gross Domestic Product (GDP). PT Tama Cokelat Indonesia (Chocodot) leverages the potential of the creative economy by collaborating with Paguyuban Mojang Jajaka Jawa Barat through the "Chocopreneurship" program to empower youth in chocolate-based entrepreneurship. This study aims to analyze the public relations strategy in establishing collaboration through the Chocopreneurship program, using the PR strategy model by Cutlip, Center and Broom, which includes: (1) Defining Public Relations Problems, (2) Planning and Programming, (3) Taking Action and Communicating, and (4) Evaluating the Program. A quantitative method with a descriptive approach, a positivistic paradigm, and Freeman's stakeholder theory is used as the theoretical framework. Data were collected through interviews, observations, and documentation. The research subjects include: (1) Public Relations officers at PT Tama Cokelat Indonesia, (2) the Chairperson of Paguyuban Mojang Jajaka Jawa Barat, and (3) community informants. The results show that the PR strategy effectively fosters synergistic, innovative, and empowering collaboration, although participation across all regions remains uneven. Success in areas like Cimahi highlights the program’s potential in cross-sectoral partnerships. Abstrak. Di Indonesia, sektor ekonomi kreatif ini berkembang pesat dan berkontribusi signifikan pada Produk Domestik Bruto (PDB). PT Tama Cokelat Indonesia (Chocodot) memanfaatkan ekonomi kreatif melalui kerja sama dengan Paguyuban Mojang Jajaka Jawa Barat melalui program “Chocopreneurship” untuk mendorong pemberdayaan generasi muda dalam kewirausahaan cokelat. Penelitian ini bertujuan untuk menganalisis strategi public relations dalam membangun kerja sama melalui program Chocopreneurship melalui model strategi PR oleh Cutlip, Center, dan Broom (2013) yaitu, (1) Defining Public Relations Problem, (2) Planning and Programming, (3) Taking Action and Communicating, dan (4) Evaluating the program. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif, serta paradigma positivistik dan teori stakeholder oleh Freeman sebagai kerangka teoritis. Penelitian ini juga menggunakan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Subjek penelitian ini adalah (1) Pelaksana Public Relations PT Tama Cokelat Indonesia, (2) Ketua Paguyuban Mojang Jajaka Jawa Barat, (3) informan masayarakat. Hasil penelitian menunjukkan bahwa strategi public relations PT Tama Cokelat Indonesia dalam program chocopreneurship mampu menciptakan pola kerja sama yang bersinergi, inovatif, dan berdaya. Namun, partisipasi belum merata di seluruh kota/kabupaten, keberhasilan di daerah seperti Kota Cimahi menunjukkan potensi besar dalam kerja sama lintas sektor.