What is PR Society Indonesia?

PR Society of Indonesia is a professional association established in 2003 to elevate Indonesian public relations and communication practices to international standards. The organization, founded on November 11, 2003, serves as a member of the Global Alliance for Public Relations and Communication Management, connecting Indonesian PR practitioners with global professional networks.

Origins and Founding Leadership

The organization came into being through the efforts of dedicated communication professionals who recognized the need for a globally-aligned PR body in Indonesia. August Parengkuan, a senior journalist from Kompas daily and former chairman of Perhumas-Indonesia, led the organization as its first president until 2007. Magdalena Wenas subsequently took over leadership, continuing the mission to transform Indonesia’s PR industry.

The founding team modeled the organization after established professional bodies like the Public Relations Society of America (PRSA), aiming to create a prestigious platform capable of setting professional standards and potentially offering internationally recognized certification.

Membership Structure and Professional Scope

PR Society of Indonesia draws its membership from a broad spectrum of communication-related fields. Members include professionals from public relations, advertising, direct marketing, integrated communication, new media, investor relations, human resources, internal relations, government agencies, and academic institutions.

This inclusive approach reflects the organization’s understanding that modern communication work transcends traditional PR boundaries. The society recognizes that professionals in adjacent disciplines often collaborate on communication challenges and benefit from shared knowledge and standards.

Connection to Global PR Standards

The organization’s membership in the Global Alliance for Public Relations and Communication Management represents a significant milestone for Indonesian PR practitioners. The Global Alliance, established in October 2000, serves as a confederation of major PR associations worldwide, representing over 360,000 practitioners and academics across 126 countries.

Through this affiliation, Indonesian PR professionals gain access to international conferences, knowledge-sharing platforms, and professional development opportunities. The connection also requires members to align with global ethical standards, including ratification of the Global Protocol on Ethics in Public Relations.

Boy Kelana Soebroto from Indonesia Public Relations Association (Perhumas) currently serves as a Delegate-at-Large on the Global Alliance Board (term ending June 30, 2026), further strengthening Indonesia’s voice in global PR conversations.

Role in Indonesia’s PR Ecosystem

PR Society of Indonesia operates within a broader professional landscape that includes several other organizations. Perhumas (Perhimpunan Hubungan Masyarakat Indonesia), established in 1972, serves as the general practitioners’ association. APPRI (Asosiasi Perusahaan Public Relations Indonesia), founded in 1987, focuses specifically on PR consultancy firms.

This multi-organizational structure reflects the maturation of Indonesia’s PR industry. Each body serves distinct constituencies while collaborating on industry-wide initiatives. According to industry reports, Indonesia’s PR sector has experienced approximately 15% annual growth in recent years, driven by digital transformation and increased recognition of strategic communication’s business value.

With over 212 million internet users as of 2024, Indonesian companies require sophisticated digital PR approaches that blend traditional media relations with social media management, influencer partnerships, and reputation monitoring.

Professional Development Mission

The organization’s core objectives center on awareness, care, unity, empowerment, and participation among members for national and international professional activities. This mission translates into several practical functions: setting professional competence standards, facilitating knowledge exchange, providing networking opportunities, and advocating for the profession’s recognition as a strategic management function.

The emphasis on international standards matters particularly in Indonesia’s context as ASEAN’s largest economy. As Indonesian companies expand regionally and multinational corporations enter the Indonesian market, demand for PR professionals who understand both local cultural nuances and international best practices continues growing.

Frequently Asked Questions

Is PR Society of Indonesia the same as Perhumas?

No, they are distinct organizations. PR Society of Indonesia was founded in 2003 with a focus on international professional standards and Global Alliance membership. Perhumas, established in 1972, is the broader practitioner association that includes both public and private sector professionals.

What are the benefits of being a Global Alliance member organization?

Member organizations gain access to international conferences at preferred rates, participation in the World PR & Communication Awards, knowledge-sharing with global peers, and opportunities to promote events on international platforms. Members also benefit from reciprocal professional development programs.

Does PR Society of Indonesia offer professional certification?

While the organization was established with certification as a long-term goal similar to PRSA’s APR credential, current certification in Indonesia is primarily offered through LSP PRI (Lembaga Sertifikasi Profesi Public Relations Indonesia), which works with various professional bodies including Perhumas and APPRI.

How has Indonesia’s PR industry changed since 2003?

The industry has experienced significant transformation. Digital platforms now dominate communication strategies, with Indonesia’s 212 million internet users representing Southeast Asia’s largest digital market. PR firms have evolved from primarily media relations to integrated communication agencies handling crisis management, digital strategy, and reputation analytics.

The location of PR Society of Indonesia’s headquarters is in Bintaro Business Centre, Jl. RC Veteran No. 1, Jakarta 12330. The organization can be contacted at secretariat@prsociety.or.id for membership inquiries and professional development opportunities.

Indonesia’s position as ASEAN’s largest economy, with GDP reaching 22.139 trillion rupiah in 2024 and projected growth of 5.1-5.4% in 2025, creates expanding opportunities for communication professionals. The government’s focus on digital infrastructure, coupled with rising middle-class consumption, positions strategic communication as increasingly valuable for organizations navigating this dynamic market.