The public relations (PR) industry in Indonesia has come a long way, evolving from simple communication practices into a strategic function that manages reputation, trust, and communication across various sectors. Over the past few decades, PR has become an integral part of organizations, both in the public and private sectors. This transformation has been driven by the ever-growing demand, ranging from fostering strong media relationships to serving as a strategic partner in business decision-making.
The digital era has introduced new dynamics to the industry. The emergence of social media, digital transformation, and artificial intelligence (AI) has reshaped PR practices, from conversation monitoring to content creation. However, as stated by Lawrence Chandra of Inke Maris & Associates, technology will never completely replace the human role. A PR practitioner remains relevant when they can understand the context and provide strategic solutions that are impactful, ethical, and measurable in their effectiveness.
To document this long journey, the Indonesian Public Relations Firms Association (APPRI) has launched the book “Public Relations in Indonesia Through the Ages” This publication marks the first comprehensive historical record of PR development in Indonesia, from the pre-independence era to the digital age. Its compilation involved in-depth research and interviews with more than 60 sources, including PR practitioners, academics, government officials, and historians.
During the book launch, APPRI Chairperson Sari Soegondo—who is also the Co-Founder and Executive Director of ID COMM—emphasized that the book is a tribute to the contributions of practitioners who have built the foundation of the PR industry. “We hope this book serves not only as a key reference but also as a reminder of the responsibility to uphold integrity and quality in public communication in Indonesia,” she stated. Meanwhile, Asti Putri, Co-Founder of ID COMM and Head of Research & Development at APPRI, also played a key role in the book’s development. This reflects ID COMM’s commitment as a key player in the PR industry to support innovation and preserve the history of public relations in Indonesia.
Through its founders, ID COMM is recognized not only as an innovative PR firm but also as an entity that has made a significant impact in advancing the PR industry as a whole. Their involvement in this monumental project demonstrates that commitment to industry development is not only realized through daily professional practice but also through long-term contributions that enrich the knowledge of practitioners and academics in Indonesia.
As Laurentius Iwan Pranoto from Asuransi Astra aptly said, “We often forget that in order to move forward, we must learn from the past.” This book serves as a reflective tool that enables future generations to understand past challenges and place current challenges in the right context. This way, technological advancements and the evolving media landscape can be navigated without compromising ethical standards and professional integrity.
The book launch is also part of the series of events leading up to the World Public Relations Forum (WPRF) 2024, which will take place in Bali. It is expected to be a catalyst for collaboration among industry players and a valuable reference for young professionals entering the PR field. With this book, it is hoped that more practitioners, academics, and future leaders will gain deeper insights and contribute to the development of the PR industry. Don’t miss WPRF 2024 in Bali, where discussions on the future of global communication will be further explored.
APPRI’s commitment, along with the support of ID COMM in realizing this documentation, serves as a reminder that PR is not just about maintaining relationships—it is about shaping the future. With a strong historical foundation, the future of PR in Indonesia will continue to evolve as a strategic, relevant, and adaptive profession in an ever-changing world.
