ANALYZING THE IMPACT OF CRISIS COMMUNICATION STRATEGIES ON PK ENTERTAINMENT’S REPUTATION AS AN EVENT PROMOTER IN INDONESIA

Abstract

This article aims to analyze the influence of crisis communication strategies on the corporate reputation of the event promoter company, PK Entertainment, using a quantitative approach. Drawing on the Situational Crisis Communication Theory (SCCT), this study evaluates the extent to which the implementation of crisis communication strategies such as the diminish and rebuilding approaches affects public perception of the company's reputation during a crisis. Data were collected through surveys involving audiences and stakeholders directly affected by the crisis. The findings indicate that the appropriate application of crisis communication strategies can have a positive impact on corporate reputation. When PK Entertainment effectively implements relevant strategies such as mitigating negative perceptions through the diminish approach and restoring its image via rebuilding the company’s reputation can be maintained. This study recommends that PK Entertainment adopt contextually appropriate crisis communication strategies, particularly when facing adverse situations beyond its control.