About Proxemics
A room, not a broadcast.
Proxemics is a podcast about PR, marketing, and communication — but really it's a room. We sit practitioners at one table for an hour, close the distance, and let the polished version fall away. Produced by White Wood, in Indonesian, with the receipts.
The idea
The closer people sit, the more the layers come off.
Proxemics takes its name from the study of the space between people — how closeness changes what we're willing to say and who we trust. That's the whole premise. An hour at one table is enough to get past the case-study version and into the honest read: what actually worked, what didn't, and the calls they'd make again.
It's the conversation the industry rarely has out loud — the war stories, the near-misses, the thinking that never makes it into a deck. We have it in Indonesian, because that's where the work happens, and we keep it on the record so it's useful long after the episode ends.
Two formats
Same table, two ways in.
Full House
The crew reads the week
The regulars pull up to work through what's moving in PR, marketing, and communication — the campaigns, the crises, the moves worth stealing. Loose, loud, and opinionated, the way the group chat would be if you recorded it.
Guest
One voice, up close
An outside expert who has lived a specific problem sits down, and we mine it for everything it's worth — the decision, the fallout, the thing they'd only tell you off the record. Named, verified, cited.
How a session runs
Long, honest, and on the record.
Roughly an hour at the same table, cameras rolling. No sponsored talking points, no PR-speak about PR — and when we make a claim, we point to who said it and when.
Who's at the table
A room full of experts.
Mercy and Stephanie host every episode. On Full House editions, Adwi and Sofyan round out the table; for guest interviews, Jonathan or Reza pulls up.
Mercy Tahitoe is the founder of White Wood and co-host of the Proxemics Podcast. In an era when algorithms increasingly determine how reality is summarized, Mercy works from a clear premise: communication must evolve beyond message distribution to shape how brands are discovered.
On Proxemics, Mercy and Stephanie Sicilia speak with industry leaders to map the future of influence—exploring how strategy is being reshaped across business, technology, and media as the old rules fall away.
Based in Jakarta, Mercy’s Narrative Architecture practice is built for the age of generative search. Rather than optimizing solely for traditional rankings, the work designs the signals that determine whether a brand is named in an AI-generated answer: the discipline of Generative Engine Optimization (GEO). It spans narrative engineering, knowledge-graph presence, and AI Share of Voice (AI-SOV) measurement.
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Stephanie Sicilia is a Director at Praxis, advising organizations on strategic communications, corporate reputation, crisis management, and stakeholder engagement. With over 15 years of experience across agency and in-house roles, she has worked with multinational corporations, financial institutions, and tech companies to navigate complex business challenges. Before rejoining Praxis, Stephanie spent nearly seven years at Xiaomi in regional leadership roles, including Associate Marketing Director, where she drove integrated marketing and corporate communications across Southeast Asia. Named PR Practitioner of the Year by MIX Magazine, Stephanie holds a Master’s degree in Marketing from Manchester Metropolitan University, UK. She is an advocate for advancing the industry through strategic leadership, mentorship, and cross-sector collaboration.
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Adwi Yudiansyah is the Founder and Director of Praxis Indonesia, where he leads the firm’s strategic direction and advises organizations on corporate communications, crisis and issues management, stakeholder engagement, and reputation building. With nearly two decades of experience in public relations and strategic communications, Adwi has worked with leading organizations across diverse industries, helping them navigate complex communication challenges and build meaningful relationships with key stakeholders. A frequent speaker and moderator on communications, leadership, and public affairs, Adwi is known for his strategic thinking and practical approach to integrating corporate communications, CSR, and media engagement. He holds degrees in Mass Communications and English Literature from the University of Indonesia and remains committed to advancing Indonesia’s communications industry through thought leadership and strategic counsel.
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Jonathan Tenggara is a senior marketing and digital strategy professional with extensive experience across Indonesia’s financial services, banking, and telecommunications sectors. Specializing in consumer growth, user acquisition, and digital ecosystem development, he has led strategic marketing initiatives that drive business growth and accelerate digital transformation. Throughout his career, Jonathan has held leadership roles at Bank Jago, Bank OCBC NISP, Bank BTPN, and XL Axiata, where he developed customer acquisition strategies, expanded digital financial services, and strengthened retail banking ecosystems. Holding a Bachelor of Science in Business from Suffolk University, Boston, Jonathan is recognized for his expertise in product marketing, data-driven growth strategies, and building customer-centric digital experiences.
whitewood.ai ↗
Sofyan Herbowo is the Director of Public Affairs at Praxis Indonesia, advising organizations on public affairs, strategic communications, government relations, and crisis management. With more than 25 years of experience spanning the public and private sectors, he helps organizations navigate complex policy environments, manage stakeholder engagement, and strengthen corporate reputation. Throughout his career, Sofyan has served as an advisor to key government institutions, including the Ministry of Public Works and Housing, the Ministry of National Development Planning (Bappenas), the Ministry of Communication and Digital Affairs, the Financial Services Authority (OJK), and the Indonesian Broadcasting Commission (KPI). He has also counseled leading national and multinational organizations across financial services, mining, energy, technology, hospitality, and manufacturing. A graduate of Gadjah Mada University, Sofyan is recognized for integrating public policy insight with strategic communications.
prajna.co.id ↗
Reza Amirul is the CEO of iluminar, Praxis Indonesia’s digital communications business unit, and a Senior Advisor at Praxis. With over 20 years of experience in corporate communications, public affairs, and strategic reputation management, he has led communications across some of Indonesia’s most highly regulated industries, including FMCG, pharmaceuticals, technology, forestry, and tobacco. Reza has navigated complex regulatory environments, protected corporate reputations during high-profile issues, and built strong relationships with government stakeholders and the media. Before joining Praxis, he held leadership roles at Sampoerna, Novartis, and APRIL, where he led large communications teams and managed strategic public affairs initiatives. At iluminar, Reza leads digital communications strategies that combine data-driven insight, innovative digital solutions, and strategic storytelling.
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