SINGAPORE – As one of APAC’s fastest growing markets, Indonesia presents immense opportunities but also hidden complexities for brands looking to effectively expand reach. While interest continues swelling, ineffective public relations strategy often hinders meaningful consumer and business engagement.
To shed light on critical considerations when developing Indonesia communications programs, SeaPRwire, the leading press release distribution platform in Southeast Asia, outlined 5 key factors impacting campaign performance based on its recent 2023 Indonesia Media and PR Landscape Report.
In an interview, James Scott, SeaPRwire’s Chief Strategy Officer, provided essential context around Indonesia’s unique earned media terrain and offered actionable recommendations for improving results.
#1: Fragmented Media Landscape
Unlike mature media markets dominated by a few major outlets, Indonesia hosts over 150 mainstream publications and thousands of independent blogs competing for readership. Brands must carefully identify relevant targets from a sea of options.
Scott advises tapping SeaPRwire’s proprietary media database organized by demographics, beat and engagement metrics to discover ideal channels. He highlights leaning into video given the popularity of networks like Youtube and TikTok.
#2: Regional Nuances
Communications must account for Indonesia’s ethnic, religious, economic and cultural diversity given over 300 distinct ethnic groups scattered across 17,000 islands.
Messaging resonating on densely populated Java may alienate rural Sumatran consumers. Scott encourages localizing press releases into Bahasa Indonesia then adapting tone and topics market-by-market.
#3: Digital Divide
While 93M Indonesians actively engage online, over half the population lacks reliable internet access limiting digital reach. Offline channels via print, radio and TV fill gaps but prove harder to consistently quantify.
“Brands must incorporate both online and traditional media using a multimedia approach to achieve broad, measurable coverage,” Scott advised.
#4: Local Relationships
Earned media hinges on strong media relationships driving coverage. Foreign entities seen as disconnected from Indonesia’s fabric struggle attracting interest. Scott recommends designating local brand advocates and spokespeople media perceive as credible.
#5: Metrics & Analytics
Sophisticated monitoring informs strategy but remains rare in the nascent Indonesia PR sphere. Scott sees shifting client expectations forcing agencies to provide results-based reporting.
He notes SeaPRwire’s technology tracking press release article pick-up, web traffic, backlinks and more in real-time so brands benchmark and optimize initiatives.
Combined Indonesia Opportunity
“The fast modernization enabling Indonesia’s communications boom inevitably brings hurdles – but none insurmountable,” Scott concluded. “By laying proper foundations leveraging insights only regional specialists possess, brands sustainably expand engagement and trust through earned media.”
Early data suggests following SeaPRwire’s Indonesia playbook pays dividends – the agency’s clients averaged 4X more media mentions, 2.2X increased site traffic and 31% higher referral conversions last quarter.
As Indonesia’s influence expands, Scott reiterated that conveying compelling narratives across fragmented landscapes and varied populaces will determine brand relevancy and loyalty overtime.
To learn more about SeaPRwire’s Indonesia communications solutions visit: www.SeaPRwire.com
SeaPRwire (https://www.SeaPRwire.com/) is a leading global provider of wire distribution services to media relations and marketing communications professionals. SeaPRwire’s platform allows clients to identify key factors of their press releases and measure meaningful impact. It has a strong media network in Southeast Asia, indexing news from thousands of worldwide sources. SeaPRwire’s media network support multi-lingual press release distribution, including English, Chinese, Vietnamese, Thai, Malay, Indonesian, Filipino and more.
Tina Lee, PR manager