The end of the year is an excellent time to reflect on the year that is coming to an end while trying to look ahead to the following year in preparation for the situation development and overcoming new challenges. In this context, it relates to corporate communication, particularly within the realm of public relations or, more specifically, in the case of Kiroyan Partners, public affairs.

A year ago, humankind’s attention around the world was seized by the COVID-19 pandemic, which has caused global chaos. In an instant, international travel came to a halt with devastating aftermath for the associated businesses. This includes the aviation, entertainment, restaurant, and tourism industries. On the national scale, the impact of the pandemic is specifically related to efforts to procure vaccines to ward off this invading virus.

Apart from major problems in the health sector, the Indonesian business world, in particular, was busy examining the impact of the Job Creation Law or the Omnibus Law. Special attention was paid to the laws and implementing regulations that are expected to be issued and would impact various types of businesses.

The soaring hope a few weeks ago, that the situation would return to normal in the near future in line with the government overcoming the COVID-19 virus, currently has suddenly been shattered by the appearance 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 mortality rate, are not as high as the Delta variants. Even so, people should remain cautious.

The COVID-19 pandemic will still be the topic that preoccupies us all, at least until the first few months of early 2022. However big or small the impact of Omicron is, we are all still recovering after our rhythm of life was shaken for two years. It takes time to bring everyday life. What is called “normal” also needs to be redefined.

The world of corporate communication that does not require physical presence, such as strategy formulation and analysis, is expected to incorporate a hybrid pattern that combines offline and physical activities. Event organizing, of course, cannot be carried out virtually, and thus this type of communication activity will increase along with the increase of physical activities.

Indonesia will face a significant event throughout 2022 in connection with the acquisition of the G-20 Summit presidency. Communication activities will experience a lot of increase, especially in the second half of 2022 when G-20 activities increase.

Corporate communication activities, in general, will also increase. At the same time, the mobility of communication professionals will become more dynamic. Many communication professionals will change jobs, both in companies as well as consultants and agencies, along with the increasing need for communication functions.

The Job Creation Law, which was considered complete, will once again make businesses think hard about the impact with the Constitutional Court declaration of the Law as conditional unconstitutional and thus must be revised.

In the political area, Indonesia in 2024 will hold simultaneous elections for the president and members of the central House of Representatives (DPR). In addition, at the local government level, similar activities will also take place. Political leaders at all levels will be more active in building positioning and seek opportunities to gain public attention and support. Political dynamics will increase drastically, and the business world will feel its direct and indirect impacts.

Political and economic dynamics will drive social dynamics, and each company must take these factors into account. It is necessary to analyze the larger context where they carry out their activities. In addition, it is necessary to formulate a strategy to take part in all these dynamics. Thus, corporate communication in all its aspects as interpreted within public affairs is 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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