Voice From Editor's Room, Brand's Role In Maintaining The Sustainability Of Independent Media In Indonesia

Media and brand collaboration is the choice at this time. (IST)

JAKARTA - In recent times, the media industry in Indonesia has faced growing pressure. Mass layoffs (PHK) in various news organizations have marked a fragile condition from the national information ecosystem. Data from the Press Council states that more than 1,000 journalists were affected by layoffs from 2023 to early 2024 a number that reflects large disruptions in media funding and operational structures.

However, in the midst of this uncertainty, the role of the media in maintaining the quality of democracy and information disclosure remains irreplaceable. This is where the importance of collaboration between various parties, including brands and the private sector, in maintaining the sustainability of independent media in Indonesia.

Journalist Survey: Challenges And Opportunities Amid Digital Disruption

A survey conducted by Vero, a strategic communication agency in Southeast Asia, of more than 100 journalists and editors from various parts of Indonesia, revealed the latest dynamics in the editorial room. Digital disruption and changes in audience behavior are in the main spotlight, with 44.1% of respondents calling it the most pressing challenge.

This trend is in line with the growing popularity of short video content, social media algorithms that dominate news consumption, and the declining trust in digital information. Conventional media are required to adapt to remain relevant, but in the process they must also face resource constraints and business pressure.

In addition, 33.3% of respondents expressed concern over financial instability as the main factor that hampered journalistic performance. Many media have to cut the budget, reduce editorial teams, to close bureau offices in the regions.

This situation encourages us to see the media ecosystem as a public space that needs to be protected. The media is not only conveying information, but also guards of democratic values. Brands as part of society have the opportunity to play a more strategic role in supporting the sustainability of the media," said Noviana, Vero's Media Relations Manager in Indonesia.

He also added, for brands, the question is now no longer just how to establish engagement with credible media. More than that, they need to find ways to stand out in an editorial room that is increasingly limited, fragmented, and competitive where attention is increasingly difficult to achieve and trust becomes the most valuable asset.

Brand As Strategic Partner: Collaboration, Not Intervention

One of the interesting findings from this survey is that the majority of journalists see collaboration with brands as positive. A total of 79.4% of respondents stated that brands can have a constructive impact on content quality, especially when they convey authentic, relevant, and social content narratives.

Brands are also expected to honor journalistic independence. As many as 30% of journalists say that information from brands needs to be delivered accurately, factually, and free from editorial pressure. Relations between journalists and brands should be built on the basis of transparency, mutual respect, and public interest.

"The request to change the perspective of news for the image of the brand can actually damage the trust that has been built. However, if brands are willing to understand how editors work, this collaboration can provide great value for both parties," added Noviana.

Real Contribution: Financial Support, Training, And Journalist Appreciation

In facing financial challenges, almost half of journalists in this survey say that support for content production and event sponsorship is the most real contribution from brands. This kind of support not only helps in terms of media operating costs, but also increases the visibility and strategic position of brands in the public eye.

Furthermore, investment in the development of journalists such as training, innovation grants, and award programs is also considered to have a big impact. This shows that brands not only care about exposure, but also about empowering media personnel so that they are able to face new challenges in the world of journalism.

Not only that, appreciating the best journalistic work through media awards can also encourage quality and innovative reporting, as well as affirming the importance of ethical and impactful journalism.

We see many opportunities to build a long-term mutually beneficial partnership. Brands can be part of a solution to support the media ecosystem by contributing more. As well as playing a strategic partner who understands the importance of maintaining integrity, independence, and a sustainable journalism code of ethics," said Noviana.

Empowering Journalism Is Empowering The Community

In an increasingly complex communication ecosystem, independent, professional, and ethical media remain the main pillars for brands to build reputation, credibility, and trust.

Vero believes that building healthy collaboration between media and brands not only provides communication benefits, but also strengthens the foundation of a empowered, informed, and critical society.

We encourage brands to view the media not as a mere distribution channel, but as a strategic partner in building a better society. In order for collaboration between media and brands to grow in a healthy manner, it is important to build honest dialogue, uphold mutual respect, and understand each other's goals and values. When brands support and invest in the strength of journalism, they help maintain the sustainability of the ecosystem where stories, values, and reputations themselves are formed and developed," concluded Noviana.