The end of the year is an excellent time to reflect on the year that is coming to an end while looking ahead to the next year to prepare for the development of the situation and overcome new challenges. In this context, it is related to corporate communication, especially the world of public relations or, more specifically, in the case of Kiroyan Partners, public affairs.

A year ago, the attention of humankind in all corners of the world was seized by the COVID-19 pandemic, which caused a global scale crisis. Simultaneously, international travel came to a halt with its devastating aftermath on the associated business, including aviation, entertainment, restaurant, and tourism. On a national scale, the impact of the pandemic is specifically related to efforts to get a vaccine to ward off this terrible virus.

Apart from significant problems in the health sector, the Indonesian business world, in particular, is busy examining the impact of the Job Creation Act or the Omnibus Law. Attention is mainly paid to laws and derivative regulations expected to be issued and affect various types of businesses.

At this time, after a few weeks ago, the hope that soared that the situation would return to normal in the near future in line with the outbreak of the COVID-19 virus was suddenly shattered by the emergence of a variant called Omicron. For now, there is a glimmer of hope with the provisional conclusions from South Africa, where this variant was identified for the first time. Even though Omicron spreads very quickly, its effects on health, especially its lethality, are not as severe as the Delta variant. However, vigilance must be maintained.

The COVID-19 pandemic is likely to remain a topic that preoccupies us all, at least until the first few months of early 2022. Whatever the impact of Omicron, we are all still recovering after two years of shaking life. It takes time to bring life back to normal. What is called “normal” also needs to be redefined.

The world of corporate communications that do not require a physical presence, such as strategy formulation and analysis, is expected to continue a hybrid pattern combining online and physical activities. Of course, event organizing cannot be carried out online, so if physical activities increase, this communication activity will also increase.

Liven up
Indonesia faces a significant event throughout 2022 in connection with the acquisition of the presidency of the G-20 group. Communication activities will experience a lot of improvement, especially in the second half of 2022 when G-20 activities liven up.

Corporate communication activities, in general, will also increase. At the same time, the movement of professionals in communication will be more dynamic. Many communication experts will switch places of work, both in corporations and in consultants and agencies, as communication functions increase.

The Job Creation Act, which was initially considered to have been completed, will again make the business world think hard about the impact of what the Constitutional Court declared as conditionally unconstitutional and must be revised.

In the political area, in 2024, Indonesia will hold simultaneous elections for the president and members of the DPR at the central level. In addition, at the local government level, similar activities are also taking place. Political figures at all levels will be even more active in order to build positioning and seek opportunities to gain public attention and support. Political dynamics will increase drastically, and the business world will feel the impact directly and indirectly.

Political and economic dynamics will drive social dynamics, and individual companies must take these factors into account. It is necessary to analyze the large context in which they carry out their activities. In addition, it is also essential to formulate a strategy to take part amid all these dynamics. Thus, corporate communication activities in all aspects defined in public affairs are expected to increase in the second half of 2022.


Noke Kiroyan
Chairman & Chief Consultant, Kiroyan Partners

This article has been published in PR Indonesia magazine 81st Edition, issued on December 2021, page 72.


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