APPRI releases latest study on trends in public relations services spending
Jakarta (ANTARA) - The Indonesian Public Relations Companies Association (APPRI) has released the latest study “Trends in PR Services Spending,” which offers a current overview of market conditions, client preferences, and the challenges facing the communications industry in Indonesia.
APPRI General Chair Sari Soegondo, at the launch event held at Atma Jaya Catholic University in Jakarta on Tuesday, stated that the study was compiled to address the need for empirical data on the use of PR consultant services, which has previously been scarce.
“Until now, it seems that no specific or recent empirical review has been conducted on the reasons why organisations utilise external PR consultant services, the level of their enthusiasm in using those services, the trends in their development needs, the purchasing power of the services, as well as the satisfaction levels and optimism of users of Indonesian PR agency services,” she said.
The study was conducted in collaboration with the Communication Studies programme team from the Faculty of Business and Social Sciences at Atma Jaya Catholic University Jakarta, involving respondents from 19 industry sectors, ranging from healthcare and banking to manufacturing and technology.
The study identifies several key themes. First, the increasing demand for PR services driven by complex business environments and a shortage of in-house expertise.
Second, client preferences for PR consultants that are generally still based on short-term needs.
The third theme discusses the measurement of PR performance, which is beginning to focus on business impact but is still dominated by output metrics. Finally, it addresses the optimism towards the growth of the PR industry, which remains high despite looming structural challenges.
APPRI Deputy I Faradila Astari Rahmiliza highlighted the changing client expectations, which now increasingly demand strategic value from the PR function.
“Today, clients are no longer asking how many applications there are, but what the impact is, what the insights are, and then what the contribution is to business and policy,” she said.
Faradila revealed that the study also uncovers the increasingly complex challenges facing the PR function, in line with changes in the digital landscape and the increasingly rapid dynamics of communication.
She emphasised that the position of PR within organisations can no longer be viewed merely as a technical function, but must rise to a more strategic role.
“Challenges are also becoming more complex, in digitalisation, the pressure of information speed, especially now that we are beginning to face challenges known as cancel culture, and also boycotts, how to handle the crisis side,” said Faradila.