Strategi Komunikasi Internal dalam Transformasi Identitas Organisasi
Studi Kasus PT Pantau Sumber Berita dari Media Online Menuju Content Creator Berbasis Media Sosial
DOI:
https://doi.org/10.58192/sidu.v5i2.4443Keywords:
Change Management, Digital Media, Internal Communication, Organizational Resistance, SensemakingAbstract
Digital transformation has compelled media companies to reshape their business models, work culture, and organizational identity to remain relevant within algorithm-driven social media ecosystems. This study aims to analyse the internal communication strategies of PT Pantau Sumber Berita in managing its identity transformation from an online news portal into a digital platform-based content creator organization. The research employed a qualitative single case study approach, utilizing in-depth interviews, observation, and internal document analysis. The findings reveal that successful transformation was determined by the effectiveness of internal communication across three stages of organizational change: unfreezing, through building urgency and deconstructing the previous journalistic identity; moving, through sense-giving, dialogic communication, and work culture adaptation; and refreezing, through the institutionalization of a new identity based on KPI systems,,. Furthermore, the study identifies resistance rooted in identity ambiguity, increased workload, and the inherent tension between journalistic depth and algorithmic demands for brevity and engagement,,. The implications suggest that internal communication serves as a core strategic mechanism in media transformation by functioning as an arena for identity negotiation and sustainable cultural reconstruction.
References
Adhiwijaya, A. G. P., Oktafiani, A. D., Rahmat, R., Pristiawan, D. Y., Margan, C., & Hidayati, T. (2025). Psychological safety dan ketahanan (resilience) organisasi: Fondasi untuk perubahan yang berkelanjutan. MARAS: Jurnal Penelitian Multidisiplin, 3(4), 1337–1349. https://doi.org/10.60126/maras.v3i4.1294
Aprianto, Y. (2023). Komunikasi kepemimpinan dalam perubahan organisasi pemerintah (Studi kasus proses integrasi LIPI dan BPPT dalam BRIN) [Disertasi, Universitas Gadjah Mada]. https://doi.org/10.22146/jmki.83297
Astiani, D., Ridha, M., Tyas, L. H., & Azkia, A. (2025). Fundamental komunikasi dalam organisasi. Jurnal Komunikasi dan Kewirausahaan, 1(1), 28–35.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Elpanso, E. (2022). Model Lewin dalam manajemen perubahan: Teori klasik menghadapi disrupsi dalam lingkungan bisnis.
Fadilla, A. S., Nisa, G. S., Apriansyah, I. A., & Budiman, D. (2026). Peran strategis komunikasi dalam keberhasilan manajemen perubahan organisasi: Tinjauan literatur. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 15006–15017. https://doi.org/10.31004/riggs.v4i4.6096
Fariha, A. S., & Muttaqin, I. (2025). Kepemimpinan pendidikan meliputi pengertian, karakteristik, model, strategi, serta keberhasilannya. Jurnal Pendidikan dan Ilmu Sosial (Jupendis), 3(1), 117–133. https://doi.org/10.54066/jupendis.v3i1.2753
Gusmarani, K., & Rajiyem, R. (2022). Strategi komunikasi internal dalam perubahan organisasi di masa transisi tahun 2019–2020. Jurnal Manajemen Komunikasi, 6(2), 137–162. https://doi.org/10.24198/jmk.v6i2.35518
Izza, D. N., & Very, J. (2025). Efektivitas penyampaian strategi dan kebijakan MSDM melalui media komunikasi profesional: Analisis dampak pada implementasi di lingkungan organisasi praktis. Jurnal Riset Multidisiplin Edukasi, 2(11), 359–378.
Octaviani, S. A. (2025). Strategi komunikasi dalam peralihan layanan digital PT Bank Negara Indonesia. Jurnal Dinamika Ilmu Komunikasi, 11(2), 390–405. https://doi.org/10.32509/dinamika.v11i2.6045
Priantono, F., Nafisah, N., & Budiman, D. (2026). Strategi mengatasi resistensi terhadap perubahan organisasi: Sebuah tinjauan literatur. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 14096–14103. https://doi.org/10.31004/riggs.v4i4.5540
Purbaningrum, D., Hardjana, A., Asih, I. W., & Darmanto, B. A. (2019). Komunikasi organisasi. Universitas Terbuka.
Ritonga, I. L., Manurung, S. S., & Tan, H. (2019). Menciptakan transformasi organisasi melalui kepemimpinan dan organisasi belajar. Yayasan Kita Menulis.
Shafika, I., Jamal, N., Musi, S., Rasyidi, A. N., & Nur, I. (2025). Konsep dasar manajemen industri media di era digital. Jurnal Ilmiah Kajian Multidisiplin, 9(10).
Sofian, A. (2026). Teori organisasi: Komunikasi sebagai instrumen struktur dan budaya organisasi. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 4(3), 20331–20342. https://doi.org/10.31004/jerkin.v4i3.5313
Wahyudi, W. (2026). Communication strategies in change management and their influence on employee engagement. Riwayat: Educational Journal of History and Humanities, 9(1), 68–77. https://doi.org/10.24815/riwayat.v9i1.249
Weick, K. E. (1995). Sensemaking in organizations. Sage Publications.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sinar Dunia: Jurnal Riset Sosial Humaniora dan Ilmu Pendidikan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
