The Association of Indonesian Public Relations Companies (APPRI) has formulated the organization’s work plan for 2024-2027. APPRI Chairperson Sari Soegondo said that under her chairmanship, the association that was established in 1987, will pay attention to concerns and priorities for strengthening the competencies of public relations (PR) consultants and strengthening the industrial relations.
Sari, who also serves as Executive Director at ID COMM, explained that the two-pronged focus is simultaneously addressing PR agencies’ self-reflection about gaps in the quality of their practice and clients’ lack of understanding of PR best practices. “There are many clients asking us to do less strategic work because they don’t know how to use us,” she claimed, on the occasion of halal bihalal in Jakarta on Saturday (4/5/2024).
As part of the efforts to strengthen the competencies of Indonesian PR consultants, APPRI will develop key areas such as legal and professional ethics, research and development, and education and training, which will be complemented with an active approach to PR companies which are non-APPRI members. Network expansion will especially touch companies outside Java. “We would like to avoid the impression that the PR industry is solely Jakarta-centric or Java-centric,” she added.
As for strengthening industrial relations, the APPRI committee is committed to leverage its connection with other industry players, the government as a regulator, sector leaders, higher education institutions, and prospective young professionals. “Strengthening the industrial relations is under the responsibility of Deputy II for Public Relations & Industrial Cooperation. While strengthening the competence of PR consultants is under the responsibility of Deputy I for Professional Competence, Research & Development,” Sari explained.
Upholding Collaboration
In carrying out the work plan, Sari emphasized that the APPRI committee will uphold collaboration and maintain it as the primary foundation for achieving the organization’s goals. She stated, “We will embrace and invite them to move forward together so we don’t walk alone.”
She explained that the spirit of collaboration is essentially higher than the desire to compete among members of APPRI, it comes from the awareness of the remaining vast and unexplored work areas. “We always embrace and cherish our spirit of collaboration, to grow a more healthy business environment,” she concluded.