Elvera N. Makki, President, IABC Indonesia
The IABC Indonesia Conference 2024 explored trends and strategic directions in communication in Indonesia. The ever-evolving dynamics of the business world requires strategies that can build trust, establish credibility, and make a meaningful impact while aligning company actions with social values.
The conference, themed “Trends 2025: Purposeful Impact,” brought together PR practitioners, communication professionals, and business leaders to share insights and communication strategies aimed at building trust, transparency, and credibility in public interactions.
“We have identified the communication trend for 2025, which is purposeful impact. Impact-driven communication goes beyond just delivering information. Every communication professional must be able to build trust, inspire action, and create sustainable relationships with stakeholders,” Elvera N. Makki, President of IABC Indonesia (pictured above), said onstage at the event. “On top of that, technology plays a crucial role in how we communicate and innovate. This is where technological advancements and digital literacy are at the forefront for us at IABC Indonesia. As communicators, our role is to convey clear and relevant messages that align with the organization's and stakeholders' values. With inclusive, transparent, and empathetic communication strategies, we can ensure that every message resonates and drives meaningful change toward a shared vision.”
The IABC Indonesia Conference featured three keynotes and three panel sessions with speakers who offered new insights and best practices. Hasan Nasbi, Head of the Presidential Communication Office (PCO), emphasized the need for persuasive communication rather than propagandistic or provocative approaches. He further stated that IABC's purposeful impact trend aligns with the communication goals of the Government of the Republic of Indonesia. It’s hoped that IABC will play a significant role in supporting the government’s major campaigns toward achieving the Indonesian mission, The Golden Indonesia, by 2045.
Hasan Nasbi, Head of the PCO, and keynote speaker, IABC Indonesia Conference
The first panel session, “Beyond Traditional Communications Through AI-Driven Engagement,” was moderated by Dwi Fatan Lilyana, Director of Human Resources, Education and Research at Rumah Sakit Cipto Mangunkusumo Hospital (RSCM) and featured four panelists:
- Ferro Ferizka, Executive Director, Pijar Foundation
- Jihan Aryani, Country Community Manager, Canva
- Tyo Guritno, CEO and Co-founder, Inspigo
- Adrian Cropley, Distinguished Advisor, IABC Indonesia
This session highlighted how AI does not replace the human role in communication but enhances it. AI plays a crucial role in media crisis management, enables more personalized and data-driven communication, and optimizes the skills of PR practitioners while maintaining ethical standards and governance.
Additionally, AI empowers individuals in various aspects of visual communication, such as facilitating faster and more accessible design. With this technology, communication strategies become more effective, relevant, and impactful, positioning AI as a strategic partner in strengthening connections between brands and their audiences in the digital era.
Pictured left to right: Jeanekewaty Sindy Niode, Director of Sponsorship and Events, IABC Indonesia Chapter; Dwi Fatan Lilyana (moderator), Ferro Ferizka (panelist), Jihan Aryani (panelist), Tyo Guritno (panelist), Elvera N. Makki, President of IABC Indonesia.
The second panel session, moderated by Elvera N. Makki, President of IABC Indonesia, featured three communication experts:
- Hera F. Haryn, EVP of Corporate Communication and Social Responsibility, BCA Bank
- Dr. (H.C.) Prita Kemal Gani, MBA, MCIPR, APR, FIPR, Founder and CEO of LSPR Institute of Communication and Business
- Tri Mumpuni, Board Governance Member of the National Research and Innovation Agency (BRIN)
This session, “Trust in Transparency and Ethics: Authenticity Matters,” highlighted the importance of building trust in the digital age, where transparency and ethics are key elements of every communication strategy.
Dr. (H.C.) Prita Kemal Gani, MBA, MCIPR, APR, FIPR, emphasized that a deep understanding of the values upheld by a company is key to maintaining its reputation, as demonstrated by LSPR through its principles, quality, and SDG-based innovation. Hera F. Haryn from BCA added that building a reputation is a long-term process that requires creativity in communication and a strong corporate culture rooted in integrity. "To build a purposeful reputation is a marathon race. Lace up, run on, and mark yours!" she said.
Meanwhile, Tri Mumpuni from BRIN affirmed that transparency and ethics in research and innovation play a crucial role in building public trust and creating a sustainable impact on the nation's progress, “Researchers can make a mistake, for them to learn and improve, but it’s not acceptable for them to lie,” she emphasized.
Pictured left to right: Hera F. Haryn (panelist), Dr. (H.C.) Prita Kemal Gani, MBA, MCIPR, APR, FIPR (panelist), Tri Mumpuni (panelist), Elvera N. Makki (moderator), and Donna Priadi, Director of Strategic Partnership, IABC Indonesia.
The panel session concluded with a discussion, “Sustainable Speaks: Communication Strategies Amidst Socially Conscious Audiences,” moderated by Donna Priadi, Director of Strategic Partnerships at IABC Indonesia, including four experts:
- Arif Mujahidin, Corporate Communications Director, Danone Indonesia
- Angkie Yudistia, Communication and Inclusion Expert and Special Presidential Staff (2019-2024)
- Andry P. Santoso, General Manager of Corporate Social Responsibility, Telkomsel
- Edward Manaor Siahaan, Manager of Corporate Social Responsibility and Small and Medium Enterprises Partnership Program, PT Kilang Pertamina International
This session underscored that sustainable communication must be inclusive, authentic, and value-based to build trust and create lasting social, economic, and environmental impact. As highlighted by Angkie Yudistia, inclusivity in sustainability plays a vital role in enhancing community well-being. Companies such as Danone Indonesia and Kilang Pertamina International demonstrate their commitment through eco-friendly product innovations and ESG communication strategies, including the transition to clean energy. Telkomsel underscores the importance of sustainable communication in meeting public expectations for responsible and inclusive business practices.
Pictured left to right: Jeanekewaty Sindy Niode, Director of Sponsorship and Events, IABC Indonesia; Donna Priadi (moderator), Arif Mujahidin (panelist), Angkie Yudistia (panelist), Andry P. Santoso (panelist), Edward Manaor Siahaan (panelist), and Elvera N. Makki, President, IABC Indonesia.
In addition to the conference, IABC Indonesia hosted the IABC Indonesia Awards, which featured various companies vying for the Impactful Communication Awards (ICOMMA) and Impactful Public Relations Awards (IMPRA).
Meutya Vidia Hafid, Minister of Communication and Digital for the Republic of Indonesia, delivered a keynote speech, expressing her appreciation for the event and congratulating all winners. “This event is a testament to the spirit of collaboration and continuous innovation in the field of communication. In this increasingly interconnected era, effective communication and strong digital literacy are bridges to create a smart, critical society ready to face global challenges,” she said. “The Ministry of Communication and Digital is committed to continuously enhancing digital literacy education programs for all sectors of society, fostering a generation capable of discerning valid information, combating misinformation, and leveraging technology to create impactful solutions for the community."
Pictured above: Meutya Hafid, Minister of Communications and Digital, Republic of Indonesia.
Emil Elestianto Dardak, Vice Governor of East Java (2019-2024), also delivered remarks. “In Indonesian politics, communication patterns are changing based on direct elections, including the presidential election,” he said. “These patterns, public participation in politics, and the increasing awareness and needs of the public sector regarding communication are also rising. Thus, the trend designed by IABC with purposeful and impactful communication must be implemented. A good campaign is not just focused on a single activity but rather a series of activities with a clear objective. This way, it will provide optimal impact for stakeholders — in this case, the broader public.”
Pictured above: Emil Elestianto Dardak, Vice Governor, East Java (2019-2024).
The conference and awards underscored IABC Indonesia’s commitment to shaping communication practices prioritizing trust, inclusivity, and sustainability. The event showcased the transformative potential of purposeful impact in driving meaningful change by aligning communication strategies with evolving societal expectations.
Pictured above: Emil Elestianto Dardak, Vice Governor, East Java (2019–2024); Angkie Yudistia, Communication and Inclusion Expert, and panel judge, IABC Indonesia Awards; Jeanekewaty Sindy Niode, Director of Sponsorship and Events, IABC Indonesia Chapter, and Head of Committee, IABC Indonesia Awards; Donna Priadi, Director of Strategic Partnerships, IABC Indonesia and panel judge, IABC Indonesia Awards; Elvera N. Makki, President of IABC Indonesia; Wing Antariksa, Director of Professional Development Leadership, IABC Indonesia Chapter; and Latief Siregar, Senior Journalist and panel judge, IABC Indonesia Awards, together with all award recipients.