17 September 2026 – “Brands can no longer rely on one-way storytelling or media coverage alone as audiences increasingly discover and engage with information through social media, creators, communities, reputation management, and stakeholder engagement. Meanwhile, spending solely on campaigns without measureable, sustained business value could decline,” shares Anu Gupta, Director of APRW and Vice-Chair of the Singapore Chamber of Commerce (SingCham) Indonesia.
As AI reshapes the way people search their information online, it also creates some setbacks that makes people become more selective about who and what they can trust. Heading into 2027, Indonesia’s PR industry is shifting its focus more on relevancy and influence.
In the feature, Anu emphasised that with AI, it is easier and faster to produce content in this current multi-channel environment, but it also raises the importance of credibility, authenticity and local relevance.
Read on to find out what fellow industry leaders including Aries Nugroho (FleishHillard Indonesia) and Leighton Cossesboom (Alpha Story Indonesia), have to share.
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