Surti Sunanto, the Business Director of Fabulo, has been instrumental in navigating the public relations landscape in Indonesia. Holding a Doctor of Philosophy (Ph.D.) in Communications with Honors from Universitas Indonesia, she has driven Fabulo's evolution by seamlessly integrating digital services with traditional PR offerings. This strategic shift has positioned Fabulo as a leader in the industry, leveraging the strong digital expertise of FAB Indonesia to offer comprehensive and strategic digital services. "Fabulo has one key advantage because it’s integrated with FAB Indonesia," says Surti. "Our digital offerings are much more comprehensive and strategic, allowing us to assist from strategy to implementation for the best results and experience for our clients."

“FABULO has one key advantage because it’s integrated with FAB Indonesia”

Fabulo's success is not just due to its digital prowess but also its human-centric approach to PR. Surti emphasizes the irreplaceable role of humans in communication. "Fabulo really puts emphasis on humans because, in a communication chain, the irreplaceable role is that of humans as the actors and recipients of communication," she explains. The agency employs its 6Cs Human Fluency framework —Context, Culture, Custom, Closeness, Community, and Channel—to analyze target audiences. This approach has led to more effective and efficient strategies for client brand engagement, ensuring that their communication strategies are impactful and resonate deeply with their target audiences.

“FABULO really puts emphasis on humans. Why? Because in a communication chain, the irreplaceable role is that of humans as the actors and recipients of communication”

Balancing international PR trends with local cultural nuances is another area where Fabulo excels under Surti's leadership. The agency blends global trends, local nuances, and emerging channels to create effective campaigns. "Our strategy is always a blend of everything, whether it's international PR trends, local cultural nuances, hyper-local initiatives, or whether the medium is digital or conventional. We don't want to compartmentalize these things too much," Surti notes. This adaptable strategy ensures that Fabulo remains relevant and effective in reaching its target audiences.

The COVID-19 pandemic posed significant challenges for many businesses, but Fabulo thrived by being agile, adapting quickly with the situation. Surti recalls how Fabulo's performance skyrocketed during the pandemic as companies sought more PR assistance due to restrictions on offline events and shooting processes. "PR is a way for companies to engage their target audience while still staying safe during the global pandemic," she explains. The key lesson from this period was to never waste opportunities and adapt quickly. "If you don’t adapt fast enough, you will miss out on lots of opportunities," Surti advises.

“If you don’t adapt fast enough, you will miss out on lots of opportunities”

Looking to the future, Surti is optimistic about the role of technology, particularly AI, in shaping the PR industry. She views technology as an extension of human capabilities rather than a threat. "If our role was replaced by AI, that means there is something wrong with us, not the technology," she asserts. Surti encourages her team to embrace constant change, believing that if technology makes the job better, it should be embraced.

Talent development is another area where Surti has made a significant impact. Fabulo recruits local talents from Indonesian universities and offers regular internships as Surti believes in mutual learning between interns and staff. 

Fabulo’s office culture promotes continuous learning, ensuring that everyone, from interns to senior staff, contributes to the company’s success and innovation.

Under Surti Sunanto’s leadership, Fabulo has become a standout in the Indonesian PR landscape. Her forward-thinking strategies, human-centric approach, and commitment to continuous learning and adaptation have positioned Fabulo for continued success, always ready to tackle new challenges and seize emerging opportunities.

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About Fabulo:

Fabulo is a human-centric PR agency dedicated to placing people at the core of communication strategies. In an era saturated with diverse communication channels, Fabulo remains steadfast in its focus on human connection as the primary target of their efforts. By emphasizing a forward-thinking approach, Fabulo anticipates industry trends and adapts strategies to align closely with audience needs. Their holistic methodology integrates various facets of PR—from media relations to digital engagement—ensuring a cohesive and effective communication strategy. Committed to delivering measurable outcomes, Fabulo prioritizes result-driven delivery to enhance brand reputation and foster enduring relationships between brands and their audiences.

Fabulo is part of FAB Indonesia, one of the largest and fastest growing creative business platforms in the region, comprising more than 40+ companies and 1000+ best talents across the creative industry in Indonesia.

Learn more about Fabulo: http://fabulo-pr.com/ 

Instagram: https://www.instagram.com/fabulo.id/ 

For more information, please contact: 

Tanya Maulani

Strategy Lead

Fabulo PR Indonesia

e: tanya.maulani@fabulo-pr.com
p: +62 811-9113-844