Jakarta – The Public Relations Association of Indonesia (PERHUMAS), and the UK-based Association for the Measurement and Evaluation of Communication (AMEC), and Maverick Indonesia officially signed a Memorandum of Understanding (MoU) on Saturday, May 24, in Jakarta.
This marks the first collaboration between PERHUMAS and AMEC, formalized through an MoU signed by PERHUMAS Chairman Boy Kelana Soebroto and AMEC CEO & Global Managing Director Johna Burke, whose signature had been previously received.
The second agreement, between PERHUMAS and Maverick Indonesia, was signed by Maverick Indonesia’s Managing Partner, Ong Hock Chuan.
According to Boy Kelana, Chairman of PERHUMAS, “This signing marks an important milestone for PERHUMAS in strengthening international collaboration to promote data-driven, analytical, and strategic communication practices in Indonesia.”
“Together with our partners, AMEC and Maverick, we affirm our commitment to continue strengthening the capacity of communication practitioners through a deeper understanding of measurement and evaluation, an important pillar in data-based and strategic communication practices,” said Boy Kelana in his speech.
Following the signing of the two agreements, the event continued with an AMEC Masterclass titled “Communication Measurement for Leaders – Driving Strategic Value with AMEC”, attended by members of the PERHUMAS Central Board (BPP) and representatives from Regional Boards (BPC) across Indonesia. The masterclass was facilitated by Felicia Nugroho, Managing Partner of Maverick Indonesia and International Board Director – Asia Pacific Chair AMEC..
Managing Partner of Maverick Indonesia, Ong Hock Chuan, emphasized the importance of measuring communication impact for modern organizations. “As communication practitioners, we’re often used to old ways of measuring success, but the world is constantly evolving—and we need to evolve with it. We believe that through collaboration with Perhumas and the strong network this organization has, the communication industry can begin adopting frameworks for measuring impact that are more relevant and aligned with the times.”
As outlined in the MoU, PERHUMAS and AMEC have agreed to form an industry partnership involving knowledge exchange and best practices in strategic communication, to co-host a minimum of two joint webinars annually—including one during AMEC Measurement Month in November—to mutually promote each other’s events and initiatives across their communication channels, and to offer exclusive access to AMEC training and certification programs for PERHUMAS members.
Boy Kelana Soebroto, Chairman of PERHUMAS, stated, “This MoU is part of our strategy to realize our commitment to elevate the public relations profession in Indonesia—making it more professional, measurable, and aligned with today’s challenges. Together with AMEC and Maverick, we aim to empower communication practitioners to demonstrate the strategic value of their work through systematic measurement and evaluation.”
Johna Burke, CEO & Global Managing Director of AMEC, added, “We are thrilled about this partnership. PERHUMAS, as the largest PR organization in Indonesia, is a strategic partner that can help expand the understanding and adoption of communication measurement principles in Southeast Asia. This collaboration reflects AMEC’s global commitment to advancing higher standards in communication measurement worldwide.”
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