Agustini Rahayu, Kemenparekraf: Public Relations Must Be Flexible and Adaptive

PRINDONESIA.CO | Fridau, February 19, 2021
Unsur keberlanjutan penting bagi industri pariwisata. Sebab, jika tidak sustain, kita tidak punya lagi capital object.
Dok. Humas Kemenparekraf

Agile is the impression that we caught when interviewing Agustini Rahayu, Head of the Communication Bureau of the Ministry of Tourism and Creative Economy/the Indonesian Tourism and Creative Economy Agency, or known by the acronym Kemenparekraf/ Baparekraf, via virtual on Monday (14/12/2020). 

JAKARTA, PRINDONESIA.CO – Early February 2020, Ayu, as Agustini is known, carried a new mandate as the Head of the Communication Bureau replacing Guntur Sakti. For her, the world of communication or public relations (PR) is nothing new. She holds a master's degree in Communication Science from the University of Indonesia (UI) in 2004. 

However, many do not know that Ayu was previously an engineer. She chose to change the direction of studying Communication Science with the belief that this knowledge will make her much more developed both personally and career-wise.  

Sure enough, during her 20 years career as a state servant at the Ministry of Tourism and Creative Economy, she has changed positions 15 times. Ayu is the most sought-after figure when her agency needs a state civil apparatus with a background in Communication Studies. Hence, she became rich with experience. She is involved in many activities. Starting from marketing communication to Indonesia's tourism branding strategy. 

In the midst of her incredibly busy schedule, to Ratna Kartika, Rizka Vardya, and Rukmi Hapsari from PR INDONESIA, she told her story—exactly one hour before entering another virtual meeting agenda. Here is the excerpt.