Strategi Komunikasi Internal Public Relations Dalam Membangun Budaya Pelayanan Lansia Di Pt. Bank Mandiri Taspen
Abstract
This study examines the internal communication strategy of Public Relations in building a service culture for elderly customers at PT Bank Mandiri Taspen. As a banking institution focusing on pensioners, Bank Mandiri Taspen faces unique service challenges that require empathy, patience, and humanistic communication. This research aims to analyze the role of Public Relations in managing internal communication to strengthen service culture aligned with organizational values. The study uses a qualitative approach with a case study method. Data were collected through in-depth interviews with key informants, supporting informants, and expert informants, as well as documentation. The results indicate that Public Relations plays a strategic role as a communication facilitator between management and employees, coordinating inter-divisional communication, and internalizing service values through structured communication channels. The internal communication strategy is implemented through cross-divisional coordination, utilization of internal communication media, and internalization of service values via the 3 Pilar Mantap Indonesia program. These strategies support the formation of an empathetic, consistent, and sustainable service culture for elderly customers. The study concludes that effective internal communication managed by Public Relations significantly contributes to strengthening service culture and improving service quality for elderly customers. Keywords: public relations, internal communication, service culture, elderly customers, banking
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