UNAIR NEWS – The recent allegations of large-scale corruption at PT Pertamina have ignited widespread public debate, significantly undermining trust in the state-owned enterprise. The controversy has fueled disappointment among the public, further diminishing confidence in the company.
Dr. Dina Septiani, BComm, MComn, Ph.D., a lecturer in Communication Studies at Faculty of Social and Political Sciences (FISIP), Universitas Airlangga (UNAIR), weighed in on the issue. She noted that the scandal has profoundly shaped public perception of Pertamina.
“As a state-owned enterprise, Pertamina naturally attracts significant public attention. Given its relatively strong track record, the company should have anticipated potential issues from the outset, particularly amid broader public distrust toward the government,” she explained.
Crisis management and communication strategy
Dr. Septiani highlighted that Pertamina’s crisis management approach aligns with the strategies proposed by public relations expert Burnet. She pointed out that major corporations like Pertamina generally follow four key crisis management principles.
The first is the relationship principle, which emphasizes maintaining strong relationships with stakeholders. The second is the accountability principle, which dictates that an organization must take responsibility for a crisis, even if it is not entirely at fault.
“The third is the disclosure principle, which requires Pertamina to communicate key details about the crisis to the public. Finally, the symmetrical communication principle ensures that the company considers public interests and does not disregard stakeholder concerns,” she added.
She further stated that Pertamina has taken appropriate steps in managing the crisis. “The company’s public relations team has acted as advocates, providing clear explanations to the public. They have also played a crucial role as trust facilitators, reinforcing transparency. We can see Pertamina’s communication officers actively addressing concerns and clarifying the situation,” she said.
Turning point for Pertamina
Despite the crisis, Dr. Septiani believes that Pertamina has an opportunity to recover and restore its reputation through a secondary response strategy aimed at rebuilding public trust.
“The public relations team can launch campaigns to remind the public of Pertamina’s fundamental values. For example, as a state-owned enterprise, Pertamina represents national pride. This narrative can be leveraged to reignite patriotic sentiment,” she suggested.
She also pointed out that the current crisis could serve as a pivotal moment for the company. “This situation is not beyond repair. By shifting public perception, we can reframe the crisis—not as a failure, but as an opportunity for reform and progress,” she said.
Dr. Septiani emphasized that reshaping public perception should be a key focus in rebuilding Pertamina’s image. Strengthening public relations strategies and mitigating the negative impact of the scandal will be critical to restoring trust in the company.
Author: Mohammad Adif Albarado
Editor: Yulia Rohmawati
