SCENARIO PLANNING FOR THE INDONESIAN PR INDUSTRY:ENSURING INKE MARIS & ASSOCIATES' STRATEGIC GROWTH

Abstract

ABSTRACT

Indonesia’s public relations (PR) industry is undergoing a rapid transformation due to digital disruption, changing audience behaviors, and the increasing use of artificial intelligence (AI) in communication. These dynamics create uncertainties that could affect the strategic direction and long-term competitiveness of PR firms. As one of the country’s leading PR consultancies, Inke Maris & Associates (IM&A) must proactively anticipate future developments to maintain its relevance in a volatile and competitive environment. This study uses a qualitative descriptive approach with scenario planning to explore possible futures for the Indonesian PR industry. Data were collected through in-depth interviews, observation, questionnaire, were further enriched by secondary data from industry reports and regulatory frameworks. Through rigorous analysis, the study identified two critical uncertainties that will shape the future: (1) the extent to which AI will be integrated into PR services, and (2) the rate at which client demands will change. Based on these axes, four distinct future scenarios were developed: Gradual Evolution, Selective Digitalization, Managed Disruption, and Radical Transformation. The findings suggest that IM&A must enhance its digital and data-driven capabilities, invest in agile talent development, and build strategic foresight capacity. Recommended strategies include diversifying services beyond traditional PR, strengthening scenario-based planning, and forming collaborative networks with technology and research partners. This study contributes to the application of scenario planning in the Indonesian communications sector and provides a framework for formulating adaptive strategies in times of uncertainty.