ANALISIS STRATEGIC HYBRID COMMUNICATIONS MODEL DALAM KAMPANYE MEDIA SOSIAL  NIAGA

Saptadi Hery kurniawan

doi:10.53565/nivedana.v7i1.2239

Saptadi Hery kurniawan Universitas Sahid Jakarta

DOI: https://doi.org/10.53565/nivedana.v7i1.2239

Keywords: strategic communication, communication integration, digital campaign, SMCR, SHCM, BCRN, 4C

Abstract

This study analyzes the integration of communication functions within the #GetWealthSoon campaign by PT Bank CIMB Niaga Tbk, using theoretical approaches including SMCR, the Strategic Hybrid Communications Model (SHCM), the Brand–Corporate Reputation Nexus (BCRN), and the 4C framework. The integration of Corporate Communication and Marketing Communication within the MBCX unit reflects not only a structural shift but also a strategic approach to shaping institutional reputation and brand image.This research employs a descriptive qualitative method through in-depth interviews and digital media content analysis. The findings reveal that message encoding is conducted collaboratively and based on customer insights. The campaign is executed across multiple platforms with consistent, emotionally resonant messaging. A flexible hybrid communication strategy is applied, and reputation is built through coherent values and audience experience. This study contributes theoretically to strategic communication literature and provides practical implications for managing cross-functional communication in the banking sector

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