The pandemic has brought changes in many aspects and accelerated the digital transformation in a short time, not to mention the dynamics of the Public Relations (PR) industry. Now, the need for a PR to give creative strategy and innovation has increased. This becomes a chance as a consultant PR. Sari Soegondo as the Co-Founder and Executive Director of ID COMM as well as Vice Chairwoman of the Association of Indonesian Public Relations Companies or Asosiasi Perusahaan Public Relations Indonesia (APPRI) shares the trend in business and the practicality in the PR world.