Public Relations

Our consumer PR agency in Jakarta builds narratives that actually resonate with Indonesian consumers. We combine earned media, influencer partnerships, and on-ground activations to generate the kind of attention that matters—real conversations, not just impressions.

Whether you're launching into the Indonesian market, repositioning an existing brand, or building a long-term storytelling strategy, we connect you with the right journalists, content creators, and communities to drive genuine influence. As a lifestyle PR agency that brands trust, we know how Indonesian consumers discover, evaluate, and commit to brands.

Why Consumer PR Matters in Indonesia

Indonesia is Southeast Asia's largest digital market and one of the most competitive for consumer attention.

• 143 million social media users and internet penetration past 73% (DataReportal, 2025)
• 87% of Indonesian consumers say influencer recommendations play a role in their purchase decisions (impact.com & Cube Asia, 2024 SEA eCommerce Influencer Marketing Report)
• Indonesian audiences are socially driven, mobile-first, and selective about the brands they follow—traditional advertising alone won't cut through

A strong lifestyle agency in Indonesia understands that this market is also deeply fragmented. What works in Jakarta may fall flat in Surabaya, Bali, or Medan. Consumer preferences, media consumption habits, and cultural nuances shift significantly across regions and demographics. Our team navigates this complexity so your brand message doesn't just land…it sticks.

Our Case Studies

Note for Team: Insert more Indonesia-specific case studies here once available. Below includes regional examples demonstrating Mutant's approach—replace with local campaigns as the portfolio develops.

Teh Cap Botol – SERASI 2024 (Indonesia) — Mutant designed a media engagement strategy for Teh Cap Botol's SERASI 2024 campaign, which championed Indonesian women as empowered decision-makers. We transformed the pop-up activation into an exclusive media experience, targeting lifestyle, women's interests, and marketing platforms with strong human-angle storytelling. This was also the client's first major PR activation, so we supported them through every step. The campaign delivered 60+ media coverages, 800 million impressions, and 80% mall visitor engagement within three days.

Teh Celup Sosro – Hidupkan Ramadanmu (Indonesia) — Teh Celup Sosro partnered with FoodBank of Indonesia to distribute 50,000 iftar packages to 150 mosques across Java, engaging over 8,400 mostly female volunteers. Mutant blended social impact, storytelling, and cultural relevance through press events and volunteer testimonials. The campaign earned 39 media features from 30 outlets, with 83% in Tier 1, and 100% coverage in target areas with strong resonance around women's empowerment and SDG-aligned messaging.

Shake Shack (Malaysia) — When Shake Shack entered Malaysia during a period of active consumer boycotts targeting Western brands, we developed an authenticity-led communications strategy that leaned into the brand's local commitment rather than shying away from the conversation. The result: Shake Shack's most successful global launch. Consumer sentiment flipped from 30.8% negative to just 1.5%, with 996+ media hits. It's the kind of market-entry challenge that demands cultural intelligence—something equally critical when entering Indonesia.

Our Approach as Your Lifestyle PR Agency in Indonesia

Here's what working with our consumer PR team looks like:

Media relationships that open doors: We work with lifestyle, business, and consumer editors across Indonesia's top outlets, from Kompas and Detik to Femina, Cosmopolitan Indonesia, and lifestyle verticals on IDN Times. We secure coverage because your story genuinely fits their editorial agenda. Our media training team in Indonesia also prepares your spokespeople to handle interviews with confidence.

Influencer partnerships with real impact: Spending alone doesn't guarantee results. Roughly 75% of Indonesia's influencer base consists of nano-influencers with highly engaged audiences (HypeAuditor, 2024). Our influencer marketing in Indonesia matches your brand with creators whose communities align with your target market—not just anyone with a following. No forced endorsements. No recycled briefs.

Regional depth, local precision: Our presence across Southeast Asia gives us a perspective that pure-play local agencies can't match. We understand how your brand story needs to flex between Jakarta, Surabaya, Bandung, and Bali—while staying aligned with your regional or global positioning.

Integrated campaigns: We're a full-service agency offering everything from reputation management to content strategy and employer branding. Your brand gets seen and heard across every channel that matters.

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Corporate PR helps businesses build the kind of credibility that moves markets, wins stakeholders, and protects long-term value. We combine media relations, executive profiling, and strategic content to position your brand and leadership as trusted voices in your industry.

Whether you're navigating a market entry, strengthening investor confidence, or establishing your CEO as a thought leader, we develop communications strategies grounded in insight. As a leading corporate PR agency in Indonesia, we understand how to earn attention from the media, regulators, and decision-makers who matter most to your business.

Why Corporate PR Matters in Indonesia

Strong corporate pr in Indonesia isn't a nice-to-have. In a market where trust translates directly into business advantage, it's the foundation on which everything else is built.

The 2025 Edelman Trust Barometer ranked Indonesia second globally on its Trust Index with a score of 76, just one point below China. Trust in business specifically reached 80%—the highest among the four institutions surveyed*.

That's a significant advantage for brands willing to invest in reputation. But it also raises the bar. Indonesian stakeholders expect substance behind corporate messaging. Empty announcements and recycled press releases won't earn you credibility in a market that values authenticity.

Here's what shapes the corporate communications landscape in Indonesia:

• A trust-rich environment with high expectations: Public trust in CEOs sits between 67–70%*, well above the global average of 53%. That gives business leaders an outsized platform—but only if they use it credibly.
• 37 million LinkedIn users and growing, making it the largest professional networking base in Southeast Asia*. B2B decision-makers in Indonesia are actively consuming thought leadership content.
• A fragmented but influential media landscape: National titles like Kompas, Bisnis Indonesia, Kontan, and Tempo carry weight with regulators, investors, and industry leaders. Navigating relationships across Bahasa Indonesia and English-language outlets requires cultural fluency and editorial credibility.

*Source: Edelman, 2025 Edelman Trust Barometer; Campaign Indonesia, "Edelman Trust Barometer 2025: Indonesia solidifies position amid global turmoil," January 2025; NapoleonCat, Social media users in Indonesia, December 2025.

Our Case Studies

OCBC Indonesia — OCBC Indonesia launched #BaiknyaBarengBareng to champion meritocracy and gender equality, positioning the bank as a purpose-led brand. Mutant executed a media talk show themed "Myth vs. Meritocracy" that engaged 45 journalists from 36 Tier 1 outlets. The campaign secured 51 pieces of coverage across news and social media, building strong PR momentum and reinforcing OCBC's image as an advocate for equality and empowerment.

Jobstreet by SEEK (Indonesia) — Jobstreet's #NextMillionJobs initiative rallied government, business, and media stakeholders behind a nationwide job creation movement. Mutant Indonesia amplified the campaign through a communications push supporting the FREEMIUM initiative, which offered free job postings to businesses. Results: 277 earned media stories, 83% Tier 1 coverage, and a 21% share of voice increase (from 45% to 66% year-on-year). Corporate positioning tied directly to a measurable business outcome.

Deel (Singapore) — We've been Deel's PR partner in Southeast Asia since September 2024, building coverage around HR tech, AI workforce trends, and executive profiling. An AI sentiment survey we developed earned 22 media articles, while spokesperson outreach secured 16 interviews, including The Straits Times and Business Insider. Total 84 placements in five months. The same data-led corporate narrative building that would translate directly to the Indonesian B2B market.

Our Approach to Corporate PR in Indonesia

Here's what working with our corporate communications team looks like:

Executive thought leadership that earns authority: We sit with your leadership team to uncover what they know that others don't, then turn those insights into content that positions them as credible, quotable voices. Our content team includes former journalists and editors who know how to shape perspectives into stories the media and industry actually want to engage with.

Strategic media relations across Indonesia's key outlets: We work with business, financial, and trade journalists at Kompas, Bisnis Indonesia, Kontan, The Jakarta Post, and sector-specific publications. Coverage comes from genuine editorial relevance, not volume pitching. Our media training team in Indonesia also prepares your spokespeople for high-stakes interviews and press events.

Stakeholder and investor communications: From earnings announcements to regulatory positioning, we craft messaging that speaks to the people making decisions about your business in clear, credible language that builds confidence.

Reputation as a strategic asset: We don't treat reputation management as a crisis function. Through continuous media monitoring and sentiment analysis, we identify risks and opportunities early, keeping your brand ahead rather than reactive.

Employer brand alignment: For organisations scaling in Indonesia, what you say externally needs to match what employees experience internally. Our employer brand and internal comms team can help you maintain consistency between corporate positioning and workplace reality.

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When a crisis hits, speed and strategy are everything. We help brands navigate difficult situations with clear timelines and transparent communication. We are your partner in the trenches, from crisis preparedness and creating a crisis playbook, which includes developing crisis response plans, scenario mapping, and training to prepare key spokespeople. We will also have a dedicated senior team for monitoring and managing issues in real-time.

Mutant’s senior leaders work exclusively with your team, sitting in your office for real-time updates and conversations with your legal teams and senior leaders as we provide a communications perspective. We have helped government agencies, multinational companies, telcos, investment bodies and more protect reputations and rebuild trust with stakeholders through the hardest news. Some examples of this include handling retrenchments, product downtime, market exits, data breaches and allegations of fraud.

Attracting and retaining top talent in today’s competitive job market requires more than just attractive compensation packages. Employees seek workplaces with strong cultures, clear values, and leadership that inspires. At Mutant, we help businesses across Asia craft compelling employer branding and internal communications strategies that resonate locally while scaling effectively across multiple markets.

Our approach begins with in-depth research, including employee surveys, messaging workshops, and competitor analysis to uncover what makes your workplace unique. From there, we develop a strong employer value proposition (EVP) that aligns with your company’s mission and culture, ensuring it speaks authentically to diverse talent pools across key markets.

Internal storytelling plays a crucial role in reinforcing company culture and keeping employees engaged. We craft communications that go beyond routine updates—turning newsletters, leadership messaging, and town halls into engaging narratives that inspire and align teams.

Externally, we elevate your employer brand through strategic media placements and LinkedIn positioning, amplifying leadership visibility and showcasing your company as an employer of choice. By integrating with HR initiatives and localising strategies for different regions, we ensure a unified yet flexible approach that attracts and retains the best talent across Asia.

We help keep our clients and their spokespeople top-of-mind for our journalists, so they proactively reach out to us when working on relevant feature stories.

Outside of media mixers or lunches, we curate casual sessions (over pickleball and engaging events) that allow editors and journalists to get to know your brand, unique features and competitive advantages - with a sprinkle of personality as we create a memorable moment. By facilitating strong media relationships, we help the media tell your brand story well.

A strong message is only as effective as the spokesperson delivering it. 

Our bespoke media training sessions equip executives and brand representatives with the skills to navigate tough interviews, stay on message, and confidently engage with journalists. Our media trainers have expertise coaching global C-suite leaders, government officials and even brand ambassadors. Our hands-on, tailored training consists of theory, roleplays with mock interviews and press conferences and scenario-based coaching mapped to the spokespersons’ expertise. 

Each trainee will receive confidential feedback and a video recording to help refine their skills.

A strong, credible reputation takes years to build, but can be torn apart in minutes. We help brands proactively manage their reputation through strategic storytelling, stakeholder engagement and active media monitoring. 

Whether you’re navigating public perception shifts or rebuilding your credibility with industry challenges and negative press, we can craft messaging based on facts to reinforce trust in your brand, while mitigating risks.

Technology brands in Indonesia face a major challenge: explaining complex products to audiences who care about outcomes, not specifications. As your partner tech PR agency in Indonesia, Mutant turns technical innovation into stories that land with media, investors, and decision-makers.

We work across fintech, SaaS, healthtech, e-commerce infrastructure, and enterprise software. Whether you're a regional player scaling into Indonesia or a local tech company building credibility beyond your product, our team builds the media narrative and stakeholder positioning to get you there.

Why Technology PR Matters in Indonesia

Indonesia's digital economy is approaching USD 100 billion in gross merchandise value by 2025*, making it the largest in Southeast Asia. The ecosystem is deep and getting deeper:

• 32,000+ startups operating across fintech, logistics, healthtech, e-commerce, and SaaS*
• Fintech dominates startup funding, securing USD 459.5 million across 28 deals in 2024*
• Digital health revenues projected to reach USD 1.92 billion in 2025, growing at 7.15% CAGR through 2030*
• AI momentum is accelerating: revenue from AI-enabled apps in Indonesia grew 127% year-on-year, the highest in Southeast Asia*

That growth creates opportunity, but also noise. Hundreds of companies are competing for the same attention, the same conference slots, and the same investor mindshare. The brands that break through are the ones with a clear story, credible positioning, and a communications strategy that does more than push product features.

*Sources: Google, Temasek, and Bain & Company, e-Conomy SEA 2025, November 2025; DailySocial.id, Indonesia Startup Report 2025, February 2025; Statista, Digital Health Market – Indonesia, 2025; Tracxn, Startups in Indonesia, January 2026.

Our Case Studies

Jobstreet by SEEK (Indonesia) — Jobstreet needed to rally government, business, and media stakeholders behind its #NextMillionJobs movement, which encouraged employers to post openings for free on the platform. Mutant Indonesia amplified the campaign through a nationwide communications push supporting the rollout of Jobstreet's FREEMIUM initiative, reinforcing the brand's role as a key partner in economic recovery. The results: 277 earned media stories, 83% Tier 1 coverage, and a 21% share of voice increase (rising from 45% to 66% year-on-year).

JBL (Indonesia) — When JBL launched its premium Tour Series in Indonesia, Mutant led a three-phase strategy combining offline and online activations. We spotlighted features like Smart Talk, True Adaptive Noise Cancelling, and Hi-Res Audio through a curated media experience event on a panoramic train from Jakarta to Bandung, paired with influencer seeding across tech and lifestyle media. The campaign delivered 109 media stories with 83% Tier 1 coverage, positioning the Tour Series as a serious contender in Indonesia's high-end audio space.

Rukita (Indonesia) — Rukita, a proptech startup focused on integrated living for younger Indonesians, wanted to raise its media profile and position itself as a forward-thinking housing brand. Mutant executed Rukita's first-ever media event for its "Home That Grows with You" campaign, showcasing insights into how younger generations choose their living spaces. A single event generated 44 pieces of coverage with 77% in Tier 1 outlets, cementing Rukita's credibility in a competitive proptech market.

Our Approach to Technology PR in Indonesia

Complexity into clarity: Our corporate PR and thought leadership team works with your executives to develop messaging that communicates value without oversimplifying or resorting to jargon.

Data-led storytelling: Original research, proprietary data, and industry benchmarks are the currency of tech PR. We help brands develop survey-backed narratives and data assets that journalists want to cover. This is how emerging brands earn coverage alongside established players.

Spokesperson development: Getting your founders or C-suite in front of Indonesia's tech media landscape requires preparation. Our media training team ensures your spokespeople can handle live interviews, panel discussions, and journalist briefings confidently.

Healthcare and regulated sectors: As a healthcare PR agency in Indonesia, we prioritise compliance; we understand the complex regulatory framework that should shape your messaging in healthtech, medtech, and pharmaceutical communications so you don’t have to.

Crisis readiness for fast-moving sectors: Tech companies face reputational risks: data breaches, regulatory scrutiny, funding controversies, product failures. Our crisis communications and reputation management teams ensure you have protocols in place before something breaks.