APPRI Study: Demand for PR Consultancy Services to Continue Growing Until 2026
JAKARTA, investortrust.id - The Indonesian Public Relations Entrepreneurs Association (APPRI) projects that demand for public relations (PR) consultancy services in Indonesia will continue to grow through 2026. This optimism is supported by the increasing needs of companies for communication strategies, reputation management, and crisis handling in the digital era.
The projection was revealed in APPRI’s latest study, compiled in collaboration with Atma Jaya Catholic University in Indonesia. The research maps trends in consultancy spending, market values, and the level of optimism among national PR industry players.
APPRI General Chair, Sari Soegondo, stated that the need for external PR consultants remains high, even though many companies now have internal communications teams. According to her, the complexity of communication challenges makes the role of consultants increasingly strategic.
“Almost all organisations now have internal communications teams, but the need for external PR consultants remains and continues to develop,” said Sari in Jakarta on Monday (28/4/2026).
Sari explained that companies typically use consultancy services for various needs, from product launches and reputation building to issue management and crisis handling.
The relationship between internal communications teams and external consultants has now evolved into a complementary partnership. This collaboration is seen as increasingly important amid the constantly changing communications landscape.
“This study is expected to serve as a navigation tool for consultancy firms to innovate, enhance capacity, and maintain relevance to market needs,” said Sari.
APPRI assesses that the research results can help agencies better understand client behaviour. In this way, business strategies and service development can be adjusted to evolving market needs.
On the other hand, Vice Dean of the Faculty of Business and Social Innovation at Unika Atma Jaya, Rosdiana Sijabat, views investment in PR services as a strategic investment. Every budget allocated by companies must produce measurable added value.
“If companies spend budgets on PR, there are certainly results they aim to achieve, particularly in building reputation and public trust,” she said.
Rosdiana added that the challenges facing the PR industry in Indonesia are growing with the high level of public activity and criticism on social media. This situation demands PR practitioners to work more precisely, quickly, and data-driven.
In addition to launching the study, APPRI also released the latest branding guidelines for all its members. This step is expected to strengthen the association’s identity while enhancing industry professionalism.