Analysis of Corporate Communication Roles in Event and Social Media Content Management for the National Sales Conference Revass 2026

Abstract

The rapid development of digital technology has encouraged companies to utilize corporate events not only as internal communication forums but also as strategic media supported by social media content. PT Revass Utama Medika organizes the National Sales Conference (NSC) as an annual event to strengthen corporate strategies and employee engagement through integrated event and digital communication management. Previous studies on event management and social media communication have generally focused on organizational communication strategies or overall event implementation, with limited discussion of the role of Corporate Communication in managing event publications and digital content. Therefore, this study aims to analyze the role of Corporate Communication as Content & Creative in event and social media content management during NSC Revass 2026. This study employed a qualitative case study approach. Data were collected through participatory observation conducted from February to May 2026, semi-structured interviews with three key informants, documentation, and literature review. The data were analyzed using Miles and Huberman’s interactive analysis model with Goldblatt’s Event Management theory and Luttrell’s Circular Model of Social Media (SoMe). The findings show that Corporate Communication played a role in all stages of event management, including research, design, planning, coordination, and evaluation. The division also managed content distribution and audience engagement through Instagram, TikTok, and LinkedIn. However, content evaluation remained limited to engagement metrics, reducing the measurement of broader communication effectiveness. This study highlights the importance of integrating event management and social media strategies in corporate communication practices.