The Association of Public Relations Companies of Indonesia (APPRI) with its new management has launched a framework for the 2024-2027 period. This focus is prepared based on the organization’s vision and mission, as well as by considering plenty of rooms for growth.

APPRI Chairperson Sari Soegondo said that the implementation of each focus that had been prepared would later be divided into four rounds. “We have divided these four years of management into focus each year, with the hope that all members can participate,” she said in a gathering event held in Jakarta, Saturday (4/5/2024).

Although it has been determined, Sari explained, the works are not set in stone. This means there remains room for change depending on the circumstances. Therefore, she expects the involvement of all members in making sure the plans are always relevant, which is currently described as follows.

2024: Expanding Membership

This year, APPRI is committed to expanding its membership network throughout Indonesia. In line with this, the association, formed in 1987, will equip its members with policies and working instruments that benefit businesses. “We will standardize work practices, create professional guidelines, and establish a solid mechanism for cooperation across members, companies, and specializations,” Sari explained.

2025: Contributing to Industry Issues

With the implementation of 2024 priorities, Sari who also serves as Executive Director in ID COMM, believes that APPRI’s management will become more established. Therefore, in 2025, the Association will take a leadership position in advocating one specific issue that is aligned with the association’s mission to contribute to the formulation of national policy. “That will make us the leader to accelerate the industry’s growth,” she said.

APPRI will also strengthen its longstanding attention to future professional development through collaboration with the academic world in the same year. This focus is increasingly imperative due to the gap between public relations (PR) graduates and the industry needs.

2026: More Progressive

Committed to being more progressive, in 2026, APPRI wants to establish itself as the leader of the country’s best PR trends, theories, and practices. Then, following the industry convergence, the Association is planning to set up a mechanism for cross-professional cooperation outside the PR field, namely with advertising practitioners and players in digital communications.

Additionally, in 2026, APPRI wants to expand its exposure and networking to the region through member companies already attached to the Asia Pacific businesses. “It will be the time to expose our network so that at least they are aware of APPRI,” said Sari.

2027: Welcoming the International World

In its final year, APPRI aims to be an active player and even becoming the host for international events. According to Sari, there are many benefits to managing international events. “We can meet international consultants and firms through official channels, where we act as the host,” stated the alumni of University of Indonesia.

As for fulfilling the entire targets, Sari said that APPRI will encourage cooperation with stakeholders. Primarily to oversee the transition of Indonesia’s country leadership and the relocation of the national capital, as the key national agenda in the first two years of her chairmanship. (dlw)