Sari Soegondo, APPRI: Do Not Only Create Discourse 

PRINDONESIA.CO | Thursday, March 18, 2021
Saya sangat percaya bahwa salah satu kunci sukses bisnis komunikasi dan kehumasan adalah pengenalan dan penguasaannya yang baik terhadap audiens lokal.

Sari Soegondo's name became increasingly popular in the circle of public relations (PR) when she was elected as Deputy Chairperson of the Association of Indonesian PR Companies (APPRI) for the 2020 – 2023 period. The co-founder and Executive Director of ID COMM have even been appointed as a speaker at PR INDONESIA events several times. Most recently, she was invited as a speaker at the PR INDONESIA Outlook (PRIO) 2021, at the end of last November. 

JAKARTA, PRINDONESIA.CO – Friday (15/1/2021), PR INDONESIA had the opportunity to get to know her more deeply. It turns out that, behind her calm figure, the woman who pursued her master's degree in Corporate Communication from the Faculty of Social and Political Sciences, University of Indonesia is known to be active and tends to be able to multitask. 

She is also a person who has sincerity, perseverance and has a strong will. The proof is that Sari who originally aspired to follow in the footsteps of her late father to become a doctor chose to take the courageous decision, together with her partner, to establish ID COMM. The goal was not just to take advantage of potential niches to provide strategic support, communication, and public relations programs, but also to be a part of real change through communication. To Ratna Kartika from PR INDONESIA, Sari told her story.    

The COVID-19 pandemic has also had an impact on the activities of PR consultants. What are the dynamics of ID COMM and local PR agencies in general at this time? What was the biggest challenge you felt? 

As is the case all over the world, and as evidenced by the various studies I presented recently at the PR INDONESIA Outlook 2021 forum, communication and public relations practitioners, especially consultants in Indonesia, are currently working in a very flexible fashion and pattern. 

We are one of the professional groups that can survive and continue to work effectively and productively even in the midst of social restrictions. For almost one year or so, we hardly ever go to the office and work remotely with the whole team and clients. This proves that we can work with a plug-and-play style.