Corporate Communication and Reputation Management in the Digital Crisis Era, Strategic Organizational Response

Abstract

This study investigates how organizations manage reputation during digital crises and develops an adaptive crisis response model based on digital audience behavior. Employing a qualitative case study approach, the research allows an in-depth understanding of organizational communication strategies in fast-changing and complex crisis contexts. Fieldwork was conducted in Jakarta, Indonesia, focusing on corporate organizations in the banking and information technology sectors, specifically PT Bank Central Asia Tbk (BCA) and PT Teknologi Nusantara, both of which have experienced significant digital crises and intensive public interaction. Eight informants, comprising five key respondents and three supporting informants, were purposively selected based on their strategic involvement in communication and reputation management. This selection ensured the collection of representative, relevant, and detailed insights regarding decision-making and strategy implementation during crises. Findings indicate that organizational transparency and adaptive communication strategies are critical to sustaining reputation. Tailoring responses to crisis types, digital audience behavior, and public sentiment analysis effectively fosters positive perceptions. The study recommends enhancing two-way engagement, real-time monitoring, and developing audience behavior-based response models as practical strategies for digital crisis communication