We have all been there. You finish a big campaign. You worked late nights. You sent out the press releases. You’ve even secured some press coverage. Then the boss asks: "Did all of this actually helps us achieve our business objectives?". You freeze.
For years, that was the most difficult question to answer in our industry. This year, however, five Indonesian companies showed us exactly how to answer it.
The five: Asuransi Astra, Astra International, Pertamina, KPP Mining and Maverick Indonesia, all took home global honors at the 2025 AMEC Awards, a record for the PR industry in Indonesia.
What did they do differently? Simple, they shifted from measuring activity ("Look what we sent out") to measuring impact ("Look how we changed people's minds").
Here is what these five pioneers’ advice to get you started on your measurement journey:
1. Astra International: Get Everyone on the Same Page
Imagine trying to manage communications for hundreds of different companies at once. That is the challenge at Astra International.
Their advice is simple: You need rules. They made this measurement system a requirement, not a suggestion. They taught their leaders that old-school metrics don't work anymore. Then they keep checking in to make sure everyone is following the new path. Discipline is what turns a good idea into a company standard.
2. Pertamina: Did They Actually Do It?
Pertamina has 42,000 employees. Sending an email to that many people is easy. Knowing if they understood it is challenging.
They stopped counting how many people opened the email. Instead, they started measuring "follow-up action." Did the employee actually change their behavior? Did they support the company mission? Measuring clicks is lazy. Measuring action tells you if you are actually doing your job.
3. Asuransi Astra: You Don't Need a Big Budget
A lot of people think you need a big budget to make an impact from your communication. Asuransi Astra proved that to be wrong. They won an award with a very small budget.
Their secret? They do the hard work at the start. They don't just plan an event; they plan the result. They ask "What do we want the audience to do after this?" When you define the win before you start playing, you don't need a lot of money to see if you scored.
4. KPP Mining: Make Friends in Other Departments
KPP Mining works in remote sites all over the country, getting data from those places is a nightmare.
Their solution was to stop trying to do it alone. They built teams at every single job site to help them. They worked with people outside of the PR department to get the truth. When you involve other teams, you get better data, and you suddenly become a much more important partner to the business.
5. Maverick Indonesia: Change Your Mindset First
The team at Maverick Indonesia learned that this isn't about buying a fancy tool. It is about changing how you think.
They suggest you stop looking at "vanity numbers" that make you feel good but mean nothing. Instead, start every single project with a very clear target. Before you write a word, ask yourself exactly what success looks like. If you can't measure it, don't do it. Make this a habit for the whole team, not just a task for the end of the month.
Change how you think and get started already
Here is the best way to think about it.
The old way of measuring (counting clips and views) is like a speedometer. It tells you how fast you are driving. That is good to know, but you could be driving 100 mph in the wrong direction.
The AMEC Integrated Evaluation Framework and the Barcelona Principles work like a GPS. It tells you where you are trying to go, it tracks your progress, and it ensures you actually arrive at the destination in a most effective way.
Don't wait for the perfect time to start. Just pick one project, set a clear destination, and turn on your GPS.
