Conference UHAMKA
Proceedings UHAMKA

Construction of Corporate Public Relations Messages in Divestment Communication: Framing Analysis of the Divestment of Admedika by PT Telkom Indonesia (PERSERO) TBK

Date Published : 12 April 2024

Contributors

Zulfahmi Yasir Yunan, Gilang Kumari Putra

Author

Keywords

corporate communications corporate public relations framing divestment Telkom Indonesia

Proceeding

The 2nd International Conference and Innovation Exhibiti on Global Education (ICEGE)

Track

General Track

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Copyright (c) 2024 Proceedings UHAMKA

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

Divestment is a form of corporate action that not only has financial implications but also significant communication 
consequences for various stakeholders. On June 2, 2026, PT Telkom Indonesia (Persero) Tbk completed the 
divestment process of PT Administrasi Medika (AdMedika) and its subsidiary TelkoMedika to Fullerton Health 
Singapore through a 100% ownership release scheme worth IDR 751 billion. This event is interesting because it 
took place in the context of the restructuring of State-Owned Enterprises (BUMN) mandated by Danantara and the 
demands for transparency of public companies listed on the Indonesia Stock Exchange and the New York Stock 
Exchange. This study aims to analyze the construction of Telkom's corporate public relations message in 
communicating the AdMedika divestment to the public across temporal phases. The study uses a constructivist 
paradigm with a qualitative approach and the Qualitative Content Analysis (QCA) method. Data were obtained from 
press releases, information disclosure to the Financial Services Authority (OJK), statements by Telkom officials in 
the mass media, and corporate communication documents published throughout the period of June 2025–June 
2026. The analysis was conducted using Robert N. Entman's (1993) framing model, which includes four elements: 
define problems, diagnose causes, make moral judgments, and treatment recommendations, and supplemented 
with elements of Image Repair Theory (Benoit, 2015) and Critical Discourse Analysis (Fairclough, 2003). The results 
show that Telkom framed the divestment not as an asset disposal, but as part of the company's strategic 
transformation towards a Strategic Holding position. The dominant framing emphasized portfolio optimization, a 
focus on core digital and connectivity businesses, long-term value creation, and strengthening global 
competitiveness. The study found a structural invisibilization of external factors triggering the divestment, 
particularly the Danantara restructuring mandate, as well as a significant absence of narratives about the impact on 
employees and service users. These findings suggest that divestment communication functions as both an 
instrument of organizational legitimacy and a perception management mechanism that consciously manages the 
boundaries between disclosed and withheld information. 

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Proceeding books:
April 11th-12th 2024
Universitas Muhammadiyah Prof. DR. Hamka, Jakarta, Indonesia
The 3rd International Conference and Innovation Exhibiti on Global Education (ICEGE)
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How to Cite

Zulfahmi Yasir Yunan, Gilang Kumari Putra, Z. Y. Y. G. K. P. (2024, April 12). Construction of Corporate Public Relations Messages in Divestment Communication: Framing Analysis of the Divestment of Admedika by PT Telkom Indonesia (PERSERO) TBK. Proceedings UHAMKA. https://conferences.uhamka.ac.id/uhamka/paper/view/236