Key Takeaways
63% of corporate communication heads prioritize external communication, while CEOs emphasize internal alignment.
CEOs value communication’s role in achieving business objectives more than output-based metrics.
Both groups agree on the critical importance of communication during crises, but differ in how they view its everyday relevance.
Jakarta, April 25, 2024 — A new report from Maverick Indonesia, a leading public relations consultancy, in collaboration with RB Consulting, a market research agency, reveals contrasting perspectives between CEOs and corporate communication heads in Indonesian organizations.
The study, titled The State of Corporate Communication in Indonesia, was conducted between October 2023 and February 2024. It surveyed communication leaders from 52 State-Owned Enterprises (SOEs) and 30 private corporations, supplemented by in-depth interviews with five CEOs.
This marks one of the first comprehensive surveys examining how corporate communication functions are prioritized and valued within Indonesian organizations.
Key Findings and Statistics
The report identified several key insights into how communication professionals and top executives perceive their roles and priorities:
63% of corporate communication heads said their main focus was external communication, emphasizing media engagement and public image management.
Most CEOs interviewed, however, considered internal communication as more critical — essential for aligning employees with corporate vision, mission, and values.
Corporate communication teams primarily measured their success through media coverage and output metrics, while CEOs valued measurable contributions to business objectives.
Both groups agreed that communication plays a vital role in crisis management, though CEOs cautioned that this situational importance should not overshadow long-term strategic value.
These findings highlight a gap between tactical and strategic communication priorities within Indonesian organizations.
Differing Perspectives Between CEOs and Communication Heads
The divergence stems from differing performance indicators and expectations.
While communication heads often equate success with media visibility and message consistency, CEOs evaluate communication based on its business impact — whether it drives growth, employee engagement, and brand trust.
This misalignment underscores the need for greater integration between communication functions and executive decision-making, ensuring communication contributes directly to achieving organizational goals.
Expert Commentary from Maverick Indonesia
“The picture that emerges is a fascinating take on the different perspectives between the boardroom and professionals on the front line of their organizations’ corporate communication efforts,”
— Ong Hock Chuan, Partner and Co-founder, Maverick Indonesia.
Ong added that this research serves as a starting point for discussions about the future of corporate communication in Indonesia, encouraging both leaders and practitioners to find common ground in defining communication’s value.
About the Report
This report, The State of Corporate Communication in Indonesia, provides a data-driven overview of how organizations structure, evaluate, and perceive the importance of communication functions.
It aims to bridge the gap between strategy and execution, offering insights that can guide both public and private sector leaders in improving internal alignment and external reputation.
To access the full report, contact Maverick Indonesia or request it via official email channels.
About Maverick Indonesia and RB Consulting
Maverick Indonesia is a Jakarta-based public relations consultancy established in 2002, offering expertise in corporate communication, crisis management, media relations, and investor relations. The firm is recognized as a pioneer in integrated measurement and evaluation in line with the International Association for the Measurement and Evaluation of Communication (AMEC) framework in Indonesia.
RB Consulting is a marketing and market research agency specializing in quantitative and qualitative research, big data analysis, and research-based consultancy. The agency collaborates with diverse clients to deliver insights through a strong ecosystem of specialist research units.
