Maverick Indonesia December 20, 2024
2024 moved so fast, packed with a whirlwind of unexpected events both locally and globally.
It was a year that tested the resilience of brands and organizations in Indonesia, as the country held two significant elections—the presidential and regional elections—politics became the dominant narrative. For many, it was the most-talked-about (and most-I-don’t-want-to-talk-about) topic of the year.
This political uncertainty reshaped how PR professionals crafted strategies for their clients. Agility, authenticity, and the ability to connect with audiences became more crucial than ever. With the developments of the waning year as our guide, here are key trends and strategies that can guide brands in navigating communication in such a dynamic landscape as we ready ourselves for 2025.
1. Community as the Cornerstone of Communication
In 2024, communities took center stage in communication strategies. These groups, formed around shared interests, became vital for brands aiming to reach their target audiences effectively.
Unlike fleeting social media trends, communities offer a more stable and authentic connection with consumers. Many of these communities, while physically rooted, have also embraced digital platforms to maintain their presence.
The beauty of engaging with communities lies in their welcoming nature and low barriers to entry. However, tapping into these groups requires brands to remain genuine in their interactions. Communities have their unique ways of maintaining member relationships, and authenticity is key to sustaining these connections. For PR professionals, the lesson is clear: stay relevant and aligned with the audience’s values and interests. Partnerships that feel forced or opportunistic can quickly backfire.
By building long-term relationships with communities, brands can cultivate loyalty and trust—two invaluable assets in a politically uncertain year like 2024.
2. From Data to Insights: The Evolving Role of Analytics
The internet continues to generate an overwhelming amount of data every second. For PR professionals, this abundance presents both a challenge and an opportunity. While access to data has never been easier, 2024 underscored the importance of moving beyond mere data collection to extracting actionable insights.
Brands that succeeded this year relied more on tailored insights that informed their strategies. Viral trends and social media sensations, while tempting to replicate, often fail to deliver meaningful results unless they are aligned with a company’s core purpose.
Authenticity emerged as the deciding factor, separating successful campaigns from those that felt hollow or disconnected.
For PR professionals, the focus should not only be on marketing but also on weaving a cohesive corporate narrative. All communication activities need to resonate with the organization’s identity and purpose. This approach became essential for standing out in a saturated landscape.
3. Vox Populi, Vox Dei: The Power of Public Voice
“The voice of the people is the voice of God”—a phrase that felt particularly apt in 2024. Social media platforms empower individuals to share their stories, opinions, and even grievances on an unprecedented scale.
In Indonesia, for instance, social media played a pivotal role in raising awareness about significant issues: the change in election regulations, justice for victims in the police shooting case in Semarang, and accountability in cases of workplace abuse and religious bullying.
Across the globe, similar patterns emerged. In the U.S., political developments—such as the influence of Trump’s resurgence—showed how public discourse could shift the political narrative. Meanwhile, in South Korea, the impeachment of the President highlighted the role of citizen activism in holding leaders accountable.
For PR professionals, these events reinforced the importance of listening to and engaging with the public. The power of public voice has proven to shape laws, bring justice, and, most definitely, influence businesses.
Social media is a double-edged sword; it amplifies both praise and criticism. Brands must be prepared to navigate this space carefully, using it to foster transparency and build credibility.
Navigating a Politically-Charged Landscape
The intersection of politics, technology, and communication in 2024 offered valuable lessons for the PR industry. In times of uncertainty, businesses often adopt a cautious approach, slowing down decision-making processes. Therefore, strategies must be adaptable and grounded in a deep understanding of the current sociopolitical landscape. In Maverick, we call it contextual intelligence and we make sure to consult and craft strategies for clients based on it.
Staying ahead in such a dynamic environment requires more than just traditional PR tactics. It calls for a holistic approach that integrates community engagement, data-driven insights, and responsiveness to public opinion. By prioritizing authenticity and alignment with their core values, brands can not only survive but thrive in challenging times.
Written by
Dyah Ayu Arini, Partner