Digital Media Platforms Demand Responsive, Humanist Style from Government Spokespersons

Jakarta – Government spokespersons are required to navigate increasingly complex public communication dynamics amidst the growth of digital media and shifts in public information consumption behaviour. This emerged during a Technical Guidance (Bimtek) event for Government Spokespersons themed ‘One Message, One Voice, Trusted by the Public’, held in Bandung, West Java, on Tuesday, 23 June 2026. Communication practitioner Adita Irawati stated that the media has become a space for narrative competition that can shape public perception of government policies and institutions. Therefore, spokespersons need to understand that every statement they make has the potential to shape a particular viewpoint within society. ‘Media is a space for narrative competition. Do not let your role as a spokesperson open up opportunities for framing that could lead to conflicting perceptions,’ Adita said in a statement on Wednesday, 24 June 2026. The former spokesperson for the Presidential Communication Office (PCO) emphasised that messages delivered to the public must be consistent, accurate, and aligned with the policies they represent. She also asserted that the main challenge in interacting with the media lies not in the journalists’ questions, but in the quality of the answers provided. ‘There are no wrong questions. There are only wrong answers. Journalists are free to ask anything, and the spokesperson’s task is to respond well,’ she stated. Furthermore, Adita stressed the importance of adapting to developments in digital communication. Government spokespersons are considered to need an understanding of the digital media ecosystem and the ability to apply digital messaging concepts, namely simplifying complex information into concise, clear, and easily understood messages. ‘The increasingly short attention span of the public on social media demands effective message delivery without reducing the substance of the information,’ she said. On the same occasion, the Director of Communication at Indonesia Indicator, Rustika Herlambang, conveyed that the development of digital algorithms has changed the way the public obtains, receives, and disseminates information. This condition presents a new challenge for the government in building effective public communication. ‘The algorithm era has changed how information is created, disseminated, and received by the public. Therefore, government public relations and spokespersons must adopt a new perspective in formulating communication strategies,’ Rustika said.