The new committee of the Association of Indonesian Public Relations Companies (APPRI) for 2024-2027 has planned various work programs. One of which is related to the Association’s primary focus on strengthening future competencies of PR practitioners.

Formulated by the Deputy I for Professional Competence, Research, and Development that is led by Fardila Astari, APPRI presents four main programs “With these programs, we will improve the quality of human resources to strengthen the professional ecosystem,” explained Dila at a halalbihalal event held in Jakarta on Saturday (4/5/2024).

The four programs that APPRI will continue to implement to strengthen competence and the industrial ecosystem include APPRI Connect, APPRI Academy, APPRIentice, and Professional Certification. 

The following are the descriptions:

  1. APPRI Connect

Through APPRI Connect, APPRI presents learning sessions on public relations-related topics concerning the current affairs ranging from economics to politics, as well as around business development of PR companies. “The target audience of this program might be APPRI internal members, APPRI Young Squad, as well as external members and industry players,” Dila described.

  1. APPRI Academy

APPRI Academy is a training, class, and in-house program for clients and non-client institutions, such as universities and APPRI members. The goal is to increase understanding of public relations best practices. “For APPRI members, we can talk for example about legal issues and effective negotiation techniques,” Dila said.  

  1. APPRIentice

This annual program aims to increase the capacity and competence of prospective workers and open internship opportunities. Dila explained that this program also strengthens the relationship between education and industry. “Our target is to engage 80 to 100 students from 16 to 20 universities in Indonesia,” she stated.

  1. Professional Certification

To support the competencies of public relations practitioners, APPRI, under the new management, will also run a Professional Certification program. This program will collaborate with LSP PR Indonesia, BNSP, and the Ministry of Communication and Information Technology (Kemenkominfo). “Hopefully we can have international certification,” added Dila.

Dila said that each program is still open for development, apart from the predetermined format.