THE APPLICATION OF PR COMMUNICATION MODEL IN INVESTOR RELATIONS THROUGH WEB 2.0

Abstract

This paper aims to analyze the extent to which investor relations of financial institutions in Indonesia are using Web 2.0 technologies in order to reach their stakeholders through internet, the extent to which public relations communication model applied in communicating with stakeholders through internet, and the extent to which the communication via website will influence stakeholders to have the investing decision. The objects of this research are three banks as financial institutions listed on Indonesia Stock Exchange. The method is a qualitative research and the nature of this research is descriptive. Depth interview was held by interviewing three Investor Relations Heads of state banks. The result of this research shows that the communication model applied from financial institution to its stakeholders on investor relations Website is one-way and the use of Web 2.0 technologies in banks has not been maximum. Moreover, the information on the website does not influence the stakeholders in making investment decision. However, two-way communication is managed personally, through phone/conference call, email, and one­-on-one meeting. In conclusion, the application of public relations communication model for the investor relations activities in Indonesia through the usage of Web 2.0 technologies is only to disseminate information, not to persuade stakeholders in making investment decision.

Keywords

• internet
• website
• web 2.0 technology
• investor relations
• financial institution