Multinational Company CEO Roles as Public Relations in Host Country (Case Study PT Samsung Electronics Indonesia)

Abstract

. CEOs or business leaders of multinational companies have different communication strategies in every country. The strategy is based on the public characteristics in the host countries. The communication strategy done by the CEOs represents the company and have a potential to build reputation. In this case, the CEOs of the multinational company has a communication strategy such as public relations. This research aims to know the communication strategy done by the CEOs of multinational companies in Indonesia in optimizing the function of PR. The interview result and its analysis show that multinational companies have broad and competitive communication strategy. The broad communication strategy refers to following the rule from the headquarter, while competitive communication strategy refers to the characteristics in the host country. However, CEOs of multinational companies also have broad communication strategy that is more flexible by paying attention to companies’ interest in the host countries. This way aims to build positive reputation of the company in the host country.