As the knowledge partner of the IABC Indonesia annual conference, SBM ITB explored trends and strategic directions in communication in Indonesia. The ever-evolving dynamics of the business world and emerging trends require strategies to build trust, establish credibility, and make a meaningful impact while aligning company actions with social values.
“We have identified the communication trend for 2025, Purposeful Impact. Impact-driven communication goes beyond just delivering information. Every communication professional must build trust, inspire action, and create sustainable relationships with stakeholders. Technology plays a crucial role in 2025 in how we communicate and innovate, and this is where technological advancements and digital literacy are at the forefront for us at IABC. As communicators, our role is to convey clear and relevant objectives that align with the organization’s and its stakeholders’ values. With inclusive, transparent, and empathetic communication strategies, we can ensure that every message resonates and drives meaningful change toward a shared vision, said Elvera N. Makki, President of IABC Indonesia at the IABC Indonesia Conference 2024. Vera is also an alumna of the MBA ITB program.
The International Association of Business Communicators (IABC) – Indonesia Chapter is a non-profit organization for communication professionals, including Public Relations, Corporate Affairs, Business Communicators, Corporate Social Responsibility/Sustainability, and Government Relations. It aims to unite global professional disciplines and share innovative best practices through experience, networking, and education. IABC, headquartered in Chicago, Illinois, USA, has been established for over half a century. As the largest community worldwide in PR and communication, IABC membership spans over 40 countries, including Indonesia, with more than 5,000 members. For more information, visit iabc.com, iabcapac.com, and iabcindonesia.com.
At this conference, IABC Indonesia featured three keynote speakers and three panel sessions with credible speakers, including international PR experts, offering new insights and networking opportunities with added international value for participants.
The IABC Indonesia Conference featured a keynote speaker, Hasan Nasbi, Head of the Presidential Communication Office, who 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 is hoped that IABC will play a significant role in supporting the government’s major campaigns toward achieving Indonesia Emas 2045.
The first-panel session, titled “Beyond Traditional Communications through AI-Driven Engagement,” was delivered by four panelists: Ferro Ferizka, Executive Director of Pijar Foundation; Jihan Aryani, Country Community Manager for Canva; Tyo Guritno, CEO & Co-Founder of Inspigo; and Adrian Cropley, Distinguished Advisor IABC Indonesia, with Dwi Fatan Lilyana, Director of HR, Education and Research at RSCM, as the moderator. This session discussed how companies leverage AI to enhance audience engagement, increase efficiency, and remain relevant in the ever-evolving digital age.
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 at BCA; Dr. (H.C.) Prita Kemal Gani, MBA, MCIPR, APR, FIPR, Founder and CEO of LSPR Institute of Communication & Business; and Tri Mumpuni, Board Governance Member of the National Research and Innovation Agency (BRIN). This session, titled “Trust in Transparency & Ethics: Authenticity Matters,” highlighted the importance of building trust in the digital age, where transparency and ethics are key elements of every communication strategy.
The panel session concluded with a discussion on “Sustainable Speaks: Communication Strategies Amidst Socially Conscious Audiences,” presented by four experts: Arif Mujahidin, Corporate Communications Director at Danone Indonesia; Angkie Yudistia, Communication and Inclusion Expert; Andry P. Santoso, General Manager of Corporate Social Responsibility at Telkomsel; and Edward Manaor Siahaan, Manager of CSR & SMEPP at PT Kilang Pertamina Internasional, with Donna Priadi, Director of Strategic Partnerships at IABC Indonesia, as the moderator. This session addressed the importance of aligning corporate messages with sustainability and social responsibility values, including inclusivity and women’s leadership.
