How to Choose a PR Agency in Indonesia: A Guide for Established Brands

Hiring a PR agency in Indonesia can be one of the most effective ways to build credibility, launch a product, or increase brand visibility. It can also be one of the fastest ways to waste a marketing budget if you ch

oose the wrong partner. After working with more than 100 brands across industries ranging from technology and finance to hospitality, beauty, and consumer products, we've noticed that many companies make the same mistakes when selecting a PR agency.

Here are a few things worth considering before signing that contract.

Don't Choose an Agency Based on Media Lists

One of the biggest misconceptions about PR is that success depends on how many journalists an agency knows. Relationships matter, but journalists receive dozens of pitches every day. A media list alone won't secure meaningful coverage.

The agencies that consistently generate results are usually the ones that know how to develop stories that are relevant, timely, and aligned with what journalists are already covering.

Before asking for a media list, ask how the agency develops story angles.

Look Beyond Press Releases

Many brands still view PR as a press release distribution service. The reality is that journalists are flooded with press releases every day. Most never become stories.

A good PR agency should help identify what makes your brand newsworthy, translate that into a compelling narrative, and find the right platform to tell the story.

In many cases, the strategy behind the story is more important than the press release itself.

Local Knowledge Matters More Than Most Brands Realize

We've seen international brands spend significant budgets entering Indonesia, only to discover that their messaging doesn't resonate locally.

Indonesia is not simply a larger version of Singapore or Australia. Consumer behaviors, media habits, and cultural nuances can vary significantly.

The right agency should understand not only the media landscape but also how local audiences think and what conversations are already happening in the market.

Ask for Case Studies, Not Client Logos

A long client list can be impressive, but logos alone don't tell you much.

Instead, ask:

• What was the client's challenge?

• What strategy was developed?

• What results were achieved?

• What lessons were learned?

Strong agencies should be able to explain their thinking, not just display a collection of brand names.

Beware of Guaranteed Coverage

This is one of the easiest ways to identify unrealistic promises. No ethical PR agency can guarantee editorial coverage because journalists ultimately decide what gets published.

What agencies can control is the quality of the story, the relevance of the pitch, and the relationships used to facilitate conversations. If someone promises guaranteed coverage everywhere, ask more questions.

PR Should Support Business Goals

Coverage is not the goal. Business outcomes are.

Whether you're launching a new product, entering Indonesia, attracting investors, driving foot traffic, or building brand awareness, PR should support a larger objective.

Before hiring an agency, ask how they connect communications activities to business results.

The answer will often reveal whether they are thinking strategically or simply executing tactics.

Questions to Ask Before Hiring a PR Agency

Before making a decision, consider asking:

• Who will manage our account?

• How do you measure success?

• Can you share relevant case studies?

• What industries do you specialize in?

• How do you develop story angles?

• What would you do in our first three months?

The quality of the answers is often more important than the proposal itself.

Final Thoughts

The best PR agency in Indonesia is not necessarily the largest, the cheapest, or the one with the longest media list. It's the agency that understands your business objectives, develops stories worth telling, and knows how to navigate Indonesia's complex communications landscape.

At DAVIS, we've supported brands such as TikTok, Grab, DBS Treasures, AIA, Leica Camera, Oakberry, SKIN1004, Penfolds and The Macallan through product launches, strategic communications, media relations, and market-entry initiatives.

Regardless of which agency you choose, the most important question remains the same:

Can they help turn your business objectives into stories that people actually care about?