Strategi Komunikasi CSR Hotel Bumi Surabaya (Penanggulangan Stunting Melalui Program GESIT)

Indonesia is currently intensively carrying out health campaigns for children considering that there were 12,788 cases of stunting in toddlers in 2020. However, in the last three years, the prevalence of stunting in Surabaya has decreased quite significantly. This is assisted by the Surabaya City Government which continues to work hard by targeting the "Surabaya Zero Stunting" program. To support government programs, Hotel Bumi Surabaya is holding a CSR campaign entitled "GESIT" which focuses on providing education about stunting. This research was conducted to determine and analyze the Corporate Social Responsibility (CSR) campaign communication strategy carried out by Hotel Bumi Surabaya. The research uses qualitative descriptive methods as a basis with the main focus of the Hotel Bumi Surabaya CSR program. Data collection techniques were carried out through in-depth interviews, documentation and observation. The purpose of this research is to see the effectiveness of Hotel Bumi Surabaya's public relations communication strategy in carrying out its CSR program. The research results show that the communication strategy carried out by Hotel Bumi Surabaya in the GESIT campaign has been carried out in accordance with the public relations campaign concept from Anne Gregory. This campaign planning concept starts from an analysis of problem findings, campaign objectives, messages, strategies, tactics, time scale, evaluation and review. The aim of the campaign carried out by Hotel Bumi Surabaya is to increase awareness of stunting. Hotel Bumi Surabaya uses traditional communication strategies, namely word of mouth and through social media, which are effective strategies to attract its audience.