CEO Insights Magazine

The Public Relations and Communications Services market has seen tremendous growth in recent years, driven by the increasing need for effective communication strategies in a rapidly changing business landscape. In this competitive industry, Trishi Setiayu B, Co- Founder and Managing Director of Image Dynamics, has emerged as a powerful force in empowering the sector and her company. She graduated from Prof.

Dr. Moestopo (Beragama) University in 2002 and started her career at a local boutique PR firm called R&R public relations. Soon, she saw and opportunity to start her own PR consultancy company, Image Dynamics (ID), with her colleague Harry Tumengkol in 2004. With their main focus being media relations, Trishi strived to position themselves as the best media relations consultants in the market. Today, Image Dynamics manages the PR needs of clients such as Google, Grab, Tokopedia, WhatsApp, Nestle, Coca-Cola, and more.

Under Trishi Setiayu's leadership, Image Dynamics has become a leading PR agency in Indonesia, offering a wide range of services to clients across various industries. Through her dedication and commitment, Trishi has empowered her team to deliver outstanding results for their clients, driving growth and success in the Public Relations and Communications Services market. Let’s get to know more about her.

How would you describe Image Dynamics and its position in the market?

When we first launched Image Dynamics, we were confronted with fierce competition from both multinational and local PR agencies. To succeed, we recognized the need to distinguish ourselves and outperform our competitors. To do this, we conducted extensive research among our contacts in the media industry and executives at large companies to identify our competitors' shortcomings. Our findings indicated that media relations were a weakness for them. Based on this insight, we positioned ourselves as the leading media relations consultants in the market. To this day, this remains our key differentiator against our rivals. We consistently emphasize our strength in media relations in our credentials, proposals, and results.

What is your leadership approach, and what is your success mantra?

I believe in leading by example and treating others with the same respect that I would like to receive. At ID, we developed company values that are not only easy to follow and measure but are also integral to our daily interactions and work. We have four core values that we live by - passionate, respectful, practical, and proactive. These values not only guide our interactions with clients but also how we evaluate our employees and how they evaluate each other. Our success is a testament to the effectiveness of these values, as demonstrated by our impressive employee retention rate of 6.5 years on average. Our two longest-standing employees have been with us for 16 years. Additionally, our average client retention rate is also at 6.5 years, with Nestle and Djarum being our longest-standing clients. These values have not just been hung on the wall but are an integral part of our culture at Image Dynamics.

What are some of the industry best practices that you have implemented into Image Dynamics' services?

We focus on media relations and merged media as our strategy and PR channels. Our key to success is customized content that can be adapted for different media and social media platforms. We believe that creativity in content is crucial in the current era of PR.

As the Co-Founder and Managing Director, what factors do you consider when developing effective corporate growth strategies?

We prefer slow and steady growth, focusing on growing our retainer clients and exploring ways to tap into their other products and brands. Our strategy is to aggressively retain clients, and our average client retention rate is currently 6.5 years. We have also established a digital division called IDsocial to meet the increasing demand for social and digital work.

What methods have you suggested to the team to extract important insights from the market?

As we position ourselves as the top consultants in media relations, obtaining updates and insights on journalists and the media is crucial. To achieve this, we use various methods, including direct communication with journalists and clients, engagement on social media platforms, and industry database tools. Our market intelligence efforts also involve monitoring media activities and developments that are relevant to our clients and business.

What is your intended future direction?

We aim to expand our digital communications capabilities and provide clients with organic social media coverage. This is a significant service for us and sets us apart from other social media and digital agencies, as we prioritize organic results that align with our client's objectives. To meet the increasing demand for social and digital work, we have established a digital division named IDsocial, which currently serves existing Image Dynamics clients. The division is growing steadily and is expected to become a profit center, participating in new business pitches and acquiring clients independently.

Trishi Setiayu B, Co-Founder & Partner, Image Dynamics

A 43 years old with 2 daughters and a loving husband, Trishi Setiayu B graduated from Prof. Dr. Moestopo (Beragama) University in 2002 and started her career at a local boutique PR firm called R&R public relations. Today, under her leadership, Image Dynamics has become a leading PR agency in Indonesia.