In recent months, Indonesia’s media industry has been hit by another wave of layoffs, adding to the mounting challenges faced by the media industry. The Press Council estimates that more than 1,000 journalists were affected by layoffs between 2023 and 2024—highlighting the growing instability within the sector. Yet despite these disruptions, the credibility and societal role of the media remain vital and firmly entrenched in Indonesian public life.
A recent survey conducted by Vero among more than 100 journalists and editors across Indonesia sheds light on the shifting media landscape. When asked about the most pressing challenges, 44.1% of respondents pointed to digital disruption and changing audience behaviors. As consumers increasingly turn to short-form video, algorithm-driven platforms, and bite-sized news on social media, traditional outlets are under pressure to evolve, adapt, and remain relevant.
Media sustainability is another significant concern. One-third (33.3%) of respondents cited financial instability in media companies as a major issue, resulting in shrinking budgets, staff reductions, and the unfortunate closure of long-standing news organizations.
These changes do not diminish the integrity or dedication of Indonesia’s journalists. However, they do highlight the urgent need for traditional media to rethink how it sustains relevance and authority in a rapidly transforming information ecosystem.
For brands, the question is no longer just about engaging with credible media. It’s about how to stand out in a more limited, fragmented, and competitive editorial space—where attention is harder to earn and trust is more valuable than ever.
Vero’s survey provides timely insights into the current state of media landscape in Indonesia—offering brands a clearer understanding of the challenges, opportunities, and evolving dynamics they must navigate to effectively communicate in today’s media environment.
Maintaining journalistic integrity and independence
Media relations isn’t easy, and maintaining fair and objective communication between journalists and brands isn’t exactly just a simple phone call or email. When brands scramble to pitch their brand stories to the media, journalists on the receiving end must weigh relevance, credibility and impact of each pitch, all while managing deadlines and editorial priorities.
Journalists, however, know that even a branded story can have great value if it tells a compelling narrative. Nearly 80% of the journalists surveyed agreed that brands positively impact the content and quality of their journalism work. In comparison, only 1% reported a negative experience. This clearly indicates that journalists appreciate brands that pitch authentic, impactful storytelling—one that offers positive influence on the broader public, rather than just promoting a product.
Thirty percent of the respondents said brands should supply accurate and relevant information to ensure that their stories align with journalistic standards. In an industry where accuracy, transparency, and objectivity are top priorities, journalists rely on brands’ commitment to truth and clarity to uphold the integrity of their work.
A notable percentage of respondents said they expect brands to respect journalistic independence. Journalists are tagged as the voice of the people, and this responsibility far outweighs any press release or brand messaging. They need brands to understand that the way they write their stories or whose quotes they pull follows strict newsroom guidelines; brands asking for revisions based on self-serving interests risk not just damaging their relationship with the media, but also the trust of the audiences in Indonesia.
Given how brands heavily rely on media and journalists to build consumer trust, these challenges are a problem for brands, too. How can brands help sustain independent media in Indonesia? How can they ensure that the integrity and credibility of traditional media are preserved, so that brands, too, can continue to thrive with a trusted platform?
A mutually beneficial partnership
While editorial independence is non-negotiable, Indonesian journalists believe there are several ways the media industry and brands can collaborate. Brands have the capacity to support sustainable operations of the industry at a time when traditional revenue streams are under strain. Of course, like in all partnerships, ethics, respect, and mutual benefit blank should form the foundation of these collaborations.
Nearly half of the journalists noted brands can play a big role through content and event sponsorships, highlighting financial backing for high-quality content and events. This strategy can help generate crucial revenue for media organizations and, at the same time,e elevate a brand’s presence in the market. Content and events are powerful tools for engagement, and when produced in responsible and ethical ways, can make brands talkable for the right reasons.
This approach directly complements the 33% of respondents who emphasized the importance of brands supporting ethical journalism. Media organizations in Indonesia know the public relies on them as a social institution, and brands that support ethical reporting are sure to maintain long-term positive relationships with journalists.
Additionally, investing in journalist-centered initiatives, such as workshops, training programs, or innovation grants, can provide valuable support to professionals in the field. These efforts will help enhance journalists’ skills, ensuring that they are equipped with knowledge and resources to keep up with the demands of the evolving media landscape and shifting audience behaviors. Recognizing outstanding journalistic work through media awards can further incentivize quality reporting and innovation and reinforce the value of ethical and impactful journalism.
Some respondents, though not a significant portion, said brands should not interfere with journalism. This perspective should be viewed not as a deterrent but as an opportunity for brands to be seen as genuine allies in preserving the integrity of free media.
Empowering journalism is empowering society
Ultimately, both journalists and brands aim to deliver stories that matter to the audience. Brands must know by now that the media shape public perception—and an empowered media is a reflection of an empowered society. By backing independent and ethical journalism, brands strengthen the integrity of the information ecosystem and earn the trust of increasingly discerning audiences.
For media and brand collaborations to thrive in Indonesia, it’s crucial to engage in honest dialogue, establish mutual respect, and recognize each other’s goals and values. When brands support and invest in the strength of journalism, they help sustain the ecosystem in which their own stories, values, and reputations take shape.
ABOUT THE AUTHOR
With over decades of experience in the public relations industry, Noviana Rasyid is a seasoned PR professional with a strong background in both consumer and B2B communications. She brings extensive expertise in media relations, media monitoring, and client service. Noviana has led media relations efforts for clients across a range of industries, including technology, automotive, entertainment, FMCG, fintech, and NGOs. Known for building strong relationships with journalists, she has consistently delivered impactful communication strategies and client results.
