Study: Nearly 80% of Indonesian journalists support ethical brand involvement

In a time of growing uncertainty for Indonesia's newsrooms, a majority of journalists - nearly 80% - say that brands collaborations can improve reporting quality - if they respect editorial standards. For marketers, this signals a clear opportunity: partner authentically, and your brand can help sustain public trust while earning credible coverage.

A new survey by PR consultancy Vero, which gathered responses from over 100 journalists and editors across the archipelago, offers a look at what's happening inside Indonesia's media rooms - and what brands can do to become part of the solution.

The numbers paint a stark picture. According to the Press Council, at least 1,200 media workers were laid off between 2023 and 2024. These aren't just job cuts - they signal a systemic shift in how news is produced, delivered, and consumed.

Don't miss: Study: 65% of family streamers are ad-receptive, but solo viewers need louder hooks

"Yet, despite these disruptions, the credibility and societal role of the media remain vital and firmly entrenched in Indonesian public life," the study said. "For brands, the question is no longer just about engaging with credible media. It's about how to stand out in a more limited, fragmented, and competitive editorial space - where attention is harder to earn and trust is more valuable than ever."

When asked about their biggest challenges, 44.1% of journalists cited digital disruption and evolving audience behaviours. The rise of algorithm-led feeds and short-form content has eroded traditional formats, and newsrooms are under pressure to adapt without losing their identity.

Financial instability was another major concern, with one-third of respondents pointing to tightening budgets and collapsing media outlets. The result? A more competitive editorial environment where space is limited and attention is hard-earned.

Brand stories that matter

In this shifting media terrain, the traditional press release isn't enough. For brands, securing editorial space now means navigating a more nuanced and value-driven relationship with the press. "When brands scramble to pitch their brand stories to the media, journalists on the receiving end must weigh relevance, credibility and impact of each pitch, all while managing deadlines and editorial priorities," the study noted.

Encouragingly, almost 80% of journalists surveyed said brands positively impact the quality of their work. Just 1% reported a negative experience - suggesting that brands, when they come with meaningful narratives, are welcomed collaborators.

But there's a line. "Brands should supply accurate and relevant information to ensure that their stories align with journalistic standards," said 30% of respondents. In an industry built on trust, objectivity, and accuracy, these expectations are non-negotiable.

Equally important is editorial independence. "They need brands to understand that the way they write their stories or whose quotes they pull follows strict newsroom guidelines," the study said. Attempts to revise stories for self-serving interests don't just damage relationships - they erode public trust.

A shared responsibility

While Indonesian journalists are protective of their independence, they're not averse to collaboration. In fact, nearly half the respondents believe brands can play a productive role - particularly through content and event sponsorships.

When done ethically, these partnerships provide media organisations with critical revenue streams, while offering brands a platform to engage audiences in more substantive ways.

One-third of journalists in the country also said brands should support ethical journalism directly. Backing truth-telling doesn't only align with values - it can safeguard a brand's reputation in an increasingly sceptical market. "Media organisations in Indonesia know the public relies on them as a social institution, and brands that support ethical reporting are sure to maintain long-term positive relationships with journalists," the study said.

Beyond funding, some journalists urged investment in the people behind the bylines. Training initiatives, innovation grants, and journalist awards are ways brands can help build capacity within the media - ensuring reporters are equipped for the digital age.

There's a quiet but growing consensus: the health of Indonesia's media ecosystem is no longer a niche concern - it's a shared responsibility. For brands, that means looking beyond ROI and considering how their actions impact the very platforms they depend on for visibility.

"When brands support and invest in the strength of journalism, they help sustain the ecosystem in which their own stories, values, and reputations take shape," the study concluded.

Related articles:
Study: Influencers dethrone ads as top discovery tool for gamers
Report: 54% of Indonesian beauty shoppers trust peer reviews over influencers
Report: AI leads digital transformation, but companies are not ready