Jakarta. In the midst of an ever-changing media landscape, local media has a crucial role and also a major challenge in remaining relevant and close to its readers.
Head of Communication and Chair of EDI (Equity, Diversity, and Inclusion) Brand Unilever Indonesia, Kristy Nelwan shared her views on the right strategy to make local media breakthroughs in each region, with a focus on building effective communication bridges with the audience.
According to Kristy Nelwan, the success of local media lies in its ability to identify what readers in their respective regions really need and want.
“Trust me, those using AI also know what to say to their neighbors. So, perhaps there are habits that are more knowledgeable,” said Kristy Nelwan at the 2025 Local Media Summit (LMS) at the JW Marriott Hotel on Tuesday (October 7, 2025).
This approach allows the media to present news and information that is not only informative but also easy to digest and relevant to the audience’s daily lives.
As an example, Kristy describes how a business can communicate its social responsibility.
“How can we ensure that our consumers understand that responsible business is good for them, not just talk about it. It varies from region to region,” he said in a statement received by TIMES Indonesia on Wednesday (October 8, 2025).
Local media also has great potential to be an agent of social change. Kristy exemplified how media can help audiences understand complex issues like disability or the challenges of life for those living in disadvantaged environments.
Furthermore, he also emphasized the importance of collaboration in addressing major issues such as plastic waste.
“So, we need to find ways to encourage collaboration at both the local and national levels. For example, how can we sort out the plastic waste problem?” he said.
Unilever, as a large company, also works hard to ensure that consumers understand the values and issues they stand for.
“So, here we’re working on how to help consumers understand and relate to our company. Regarding issues, we also need to engage a more understanding audience and encourage them to take action,” Kristy explained.
One of the greatest risks in today’s information age is the spread of fake news. Kristy Nelwan explicitly highlights this danger.
“But we also see a risk, namely fake news, which is why it’s so important for us,” he stressed.
“There are several examples of job openings that ask for investment, which is fake news. If we’re all working in this room, we don’t ask for investment up front,” he added.
Fictitious job scams that require upfront investment have harmed many victims every year. Another example is quiz offers that request sensitive personal data such as full names and bank account details, which can pose a potential data and financial security threat.
Unilever itself, even as a large company, faces this challenge. “So, we also need to bridge this gap, because it still exists at Unilever. We also need help to bridge the gap to reach our audience,” Kristy explained.
For your information, the Local Media Summit (LMS) 2025, the largest annual meeting for local and small-scale media in Indonesia, officially opened today, Tuesday (7/10/2025).
The forum will take place over two days, October 7-8, 2025, at the JW Marriott Hotel Jakarta, with the theme “Unlocking Local Capital: Building a Sustainable Media Market in Indonesia.”
LMS 2025 highlights the importance of building a sustainable media market through business model innovation, community engagement, and technology utilization.
This year, LMS presents more than 30 speakers and more than 100 local media and special segmentations from various regions to share experiences, expand networks, and build cross-sector collaborations.
Local media outlets and specialized media outlets from Aceh, Bengkulu, West Sumatra, South Sumatra, Riau, Batam, West Kalimantan, East Kalimantan, North Sulawesi, South Sulawesi, North Maluku, Maluku, Nusa Tenggara, Bali, and all regions in Java will be present.
In addition, there will be a series of speakers who will be present, including representatives from Wavemaker Group M, Google, BBC Media Action, Unilever, Goto, SAFEnet, LBH Pers, UMN researchers, expert figures and various media and institutions in Southeast Asia.
Then, there’s the “Gala Dinner: Networking & Appreciation Night,” which will provide a relaxed gathering for participants, speakers, and supporting partners to expand their collaborative networks.
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