The PR Landscape Has Changed, Adaptation Is Key

PRINDONESIA.CO | Saturday, January 09, 2021
Buku Adapt or Die
Dok. Istimewa

Many professions have been eroded by technological advances, especially during the pandemic. PR could be one of them. 

JAKARTA, PRINDONESIA.CO – The emergence of influential figures on social media opens opportunities as well as challenges for PR practitioners. The presence of influencers, key opinion leaders, social justice warriors, buzzers, Instagram celebrities, Twitter celebrities, and others has been able to gather the masses. These figures are also able to convey certain messages to move the public massively on social media, even in the real world. 

These are some of the issues raised in the latest book by Agung Laksamana, General Chairman of the Indonesian Public Relations Association Central Governing Committee (BPP PERHUMAS) titled Adapt or Die. The book which was released at the end of 2020 shows the reality of the changing landscape of the PR world. 

Through this book, the author, who has more than 20 years of experience in the world of public relations, calls on all PR practitioners about the urgency of adapting. Especially, if you do not want this profession to be swallowed up by the changes and demands of the times.  

Agung expressed his thoughts in his fourth book by way of storytelling. Opening the first chapter titled "A Whole New World!", he quoted the title track from the animation Aladdin. "These lyrics are relevant in 2020 because we are in a new world," said Agung who is also the Corporate Affairs Director of APRIL Group. 

Meanwhile, in closing the chapter, Agung asked a fundamental question about what will not change in the PR world in the next ten years. This is where Agung's argument is that building relationships and trust is the key to success and the fundamentals of PR. 

This book received appreciation, one of which was from Sandiaga Uno, the Minister of Tourism and Creative Economy.  According to Minister Sandi, this book presents perspectives and trends that PR practitioners need to pay attention to. Meanwhile, Pratikno, Minister of State Secretary, and Airlangga Hartarto, Coordinating Minister for the Economy, agree that this book is relevant to the trends and complexity of today's communication world. 

For Sihol Aritonang, Chairman of the Indonesia Business Council for Sustainable Development (IBCSD), this book presents a new reality about the PR world. At the same time, it invites practitioners to embrace complexity so that PR can continue to provide value. (rvh)