Malanginspirasi.com – Public Relations (PR) and Marketing Communication (Marcomm) practitioners from Malang Raya gathered in the PR Smartroom forum, hosted by the Parimaya community in collaboration with Perhimpunan Hubungan Masyarakat (Perhumas) Malang Raya.
The event was held on Thursday, 20 November 2025, at the Grand Mercure Malang Mirama, under the theme “Beyond The Event: When PR Becomes a Content Movement”.
The forum focused on the evolving role of PR in the digital era — where an event no longer ends when the lights go off but continues to live and create impact through strategic, ongoing content.
The Role of PR in the Digital Era
Noer Adinda Zaeni, Chairperson of Parimaya, emphasized that rapid technological advancement has made the PR profession more strategic than ever.
“With these changes, PR practitioners now have a huge opportunity — not just to manage messages, but to create relevant and impactful movements. Today we are learning how an event can keep living through content, narrative, and targeted amplification strategies,” Adinda said.
The PR Smartroom featured prominent speakers, including:
- Gledy Webyansyah (Marcomm Manager, Grand Mercure Malang Mirama)
- Danis Kirana (Communication Practitioner | Co-Founder, Dako Brand & Communication)
- Deddy Triwibowo (Trade Marketing & Brand Activation Senior Manager, Khong Guan Group)
Yossi Beta Vinasari, Chairperson of Perhumas Malang Raya, welcomed the collaboration and praised the timeliness of the topic.
“PR today is no longer just about press releases or media relations. PR is the architect of sustainable experiences,” she stated.
“In an era dominated by content creators and algorithms, the role of PR becomes even more critical in ensuring that the information delivered remains accurate, ethical, and valuable,” Yossi added.
The Importance of Ecosystem
Sugito Adhi, General Manager of Grand Mercure Malang Mirama and the event’s host, expressed hope that forums like this will continue to strengthen the professional PR ecosystem in the region.
“May communities like this grow even stronger and deliver positive impact. So that Malang Raya can advance across various sectors,” he said.
Throughout the day, participants engaged in practical discussions on storytelling techniques, effective use of digital media, the application of artificial intelligence (AI) in communication, and cross-industry collaboration — all aimed at creating long-term, sustainable impact.
The PR Smartroom once again proved to be a vital space for skill enhancement and professional networking among Malang’s communication practitioners.
