Jakarta (ANTARA) - The Indonesian Public Relations Companies\nAssociation (APPRI) has released the latest study \u201cTrends in PR Services\nSpending,\u201d which offers a current overview of market conditions, client\npreferences, and the challenges facing the communications industry in\nIndonesia.<\/p>\n
APPRI General Chair Sari Soegondo, at the launch event held at Atma\nJaya Catholic University in Jakarta on Tuesday, stated that the study\nwas compiled to address the need for empirical data on the use of PR\nconsultant services, which has previously been scarce.<\/p>\n
\u201cUntil now, it seems that no specific or recent empirical review has\nbeen conducted on the reasons why organisations utilise external PR\nconsultant services, the level of their enthusiasm in using those\nservices, the trends in their development needs, the purchasing power of\nthe services, as well as the satisfaction levels and optimism of users\nof Indonesian PR agency services,\u201d she said.<\/p>\n
The study was conducted in collaboration with the Communication\nStudies programme team from the Faculty of Business and Social Sciences\nat Atma Jaya Catholic University Jakarta, involving respondents from 19\nindustry sectors, ranging from healthcare and banking to manufacturing\nand technology.<\/p>\n
The study identifies several key themes. First, the increasing demand\nfor PR services driven by complex business environments and a shortage\nof in-house expertise.<\/p>\n
Second, client preferences for PR consultants that are generally\nstill based on short-term needs.<\/p>\n
The third theme discusses the measurement of PR performance, which is\nbeginning to focus on business impact but is still dominated by output\nmetrics. Finally, it addresses the optimism towards the growth of the PR\nindustry, which remains high despite looming structural challenges.<\/p>\n
APPRI Deputy I Faradila Astari Rahmiliza highlighted the changing\nclient expectations, which now increasingly demand strategic value from\nthe PR function.<\/p>\n
\u201cToday, clients are no longer asking how many applications there are,\nbut what the impact is, what the insights are, and then what the\ncontribution is to business and policy,\u201d she said.<\/p>\n
Faradila revealed that the study also uncovers the increasingly\ncomplex challenges facing the PR function, in line with changes in the\ndigital landscape and the increasingly rapid dynamics of\ncommunication.<\/p>\n
She emphasised that the position of PR within organisations can no\nlonger be viewed merely as a technical function, but must rise to a more\nstrategic role.<\/p>\n
\u201cChallenges are also becoming more complex, in digitalisation, the\npressure of information speed, especially now that we are beginning to\nface challenges known as cancel culture, and also boycotts, how to\nhandle the crisis side,\u201d said Faradila.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/appri-releases-latest-study-on-trends-in-public-relations-services-spending-1777380711", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }