Episode 8: Algooth Putranto on the Future of Media, PR & Journalism in the AI Era

In our latest Proxemics episode, we were honored to host a true veteran of the Indonesian media landscape, Dr. Algooth Putranto. With a career spanning decades, from gritty on-the-ground reporting since 1998 to earning a doctorate and covering conflict zones in Ukraine, Algooth brought a wealth of knowledge and unfiltered insights into the complex world of Public Relations, journalism, and the future of media in Indonesia.

This conversation was a masterclass in understanding the cyclical nature of the industry, the critical relationship between PR and journalists, and the seismic shifts being driven by Artificial Intelligence (AI) and changing consumer habits.

A Journalist's Odyssey: From Dial-Up Reporting to Global Conflict Zones

Dr. Algooth's journey is a story of adaptation and relentless learning. He began his official career in 2000 after starting as an "illegal" writer during the pivotal year of 1998. He shared fascinating anecdotes from his early days, including reporting for Detik by calling a telephone booth (wartel) where someone on the other end would type out his story.

His career took him through the demanding world of Bisnis Indonesia, covering complex financial topics he initially knew nothing about, to international assignments in Australia and Russia. A particularly compelling story involved being part of a group of journalists invited to Russia, which he later realized was a strategic soft power move by the Kremlin just before the 2014 invasion of Crimea, perfectly timed with the global release of the cartoon "Masha and the Bear" to soften Russia's image.

The PR-Journalist Dance: A Collaborative (and Critical) Relationship

For anyone in PR or communications, Algooth's perspective on the relationship with journalists is essential listening. He emphasizes that the connection is deeply collaborative. "A diplomat and a journalist, if they are not close, good information will not come out," he noted, extending the same principle to PR practitioners.

He argues that modern PR professionals must be more than just event organizers or press release distributors. To be effective, a PR practitioner must be "smarter than the journalist" by providing genuine insights, data, and compelling angles that journalists can't find elsewhere. This symbiotic relationship, when nurtured correctly, can lead to beautiful results that serve both the brand's message and the public's need for quality information.

The Future of Media in Indonesia: Arrogance, Adaptation, and Survival

Is the Indonesian media industry dying? According to Algooth, the industry isn't necessarily dying, but it is paying the price for its past "arrogance." He argues that media moguls were too slow to adapt to the digital wave, ignoring the rise of SEO and online platforms in the mid-2000s because traditional newspapers and TV were still profitable.

This delay has led to the current wave of "efficiencies" (layoffs) and struggles. However, he sees this as a cyclical correction, similar to the dot-com bubble. The media outlets that will survive are those that are truly needed by their audience—the ones that provide integrity, quality, and exclusivity.

Key SEO Keywords for Media Survival:

• Integrity: In an age of rampant misinformation, audiences will ultimately gravitate towards trusted sources.

• Quality Content: Insightful, data-driven, and well-researched stories will always have value.

• Exclusivity: Providing information that can't be found anywhere else is a powerful differentiator.

AI in the Newsroom: A Tool, Not a Replacement

The conversation naturally turned to the hottest topic in every industry: Artificial Intelligence. Will AI replace journalists and PR professionals?

Algooth's take is pragmatic. He views AI as a powerful tool, not a replacement for human intellect and integrity. While AI tools like Gemini or ChatGPT can draft articles or press releases—sometimes even better than a junior writer—they lack critical thinking, context, and the ability to verify information. The danger lies in blindly trusting AI output, which can be prone to "hallucinations" or inaccuracies.

For professionals in media and PR, the message is clear: embrace AI to enhance efficiency and data processing, but never abdicate the human responsibility of critical analysis, fact-checking, and strategic thinking.

From Text to Video: Shifting Consumption and the Hope of Gen Alpha

We also delved into the undeniable shift in media consumption from text to video. With platforms like YouTube, TikTok, and Instagram dominating attention spans, how can text-based media survive? While this trend presents challenges, Algooth offered a surprising glimmer of hope: Gen Alpha.

Based on his observations, including with his own children, the generation following Gen Z shows a fascinating return to physical media and a potential weariness of social media. This could signal another cyclical shift where thoughtful, long-form content—whether in print or other formats—finds a new, appreciative audience.

Watch the Full Episode for More

This blog only scratches the surface of our wide-ranging discussion with Dr. Algooth Putranto. To hear his incredible stories from reporting in Ukraine, his hilarious anecdote about using "bencong" as tax collectors, and his three essential tips for aspiring journalists, you need to watch the full episode.

Timestamps

0:00 - Welcome & Perkenalan Dr. Algooth Putranto

1:32 - Perjalanan Awal Karier Jurnalis Sejak 1998

5:03 - Disertasi S3: Konflik Ruang Publik & Ancaman Drone di Masa Depan

7:03 - Pengalaman Meliput dari Zona Perang Ukraina

9:29 - Hubungan Kolaboratif (dan Kritis) antara PR & Jurnalis

10:27 - Masa Depan Industri Media Indonesia: Mati atau Bertransformasi?

12:21 - "Kesombongan" Media Indonesia yang Terlambat Adaptasi Digital

17:03 - Kunci Bertahan Media: Peran Vital Integritas

18:11 - Tips Agar Jurnalis Tetap Relevan: "Harus Keren"

20:16 - Kebangkitan Model Bisnis Media Berbasis Langganan

25:33 - Algoritma Google Berubah, SEO Sudah Nggak Relevan?

28:12 - Apakah AI Akan Menggantikan Peran Jurnalis & Praktisi PR?

34:08 - Analogi AI: Seperti Komputer & Internet di Zaman Dulu

40:53 - Kenapa Konsumsi Media Bergeser dari Teks ke Video?

41:49 - Fenomena Gen Alpha: Harapan Baru untuk Media Tradisional?

50:30 - 3 Karakteristik yang Dicari Jurnalis dari Seorang Praktisi PR

53:20 - Kisah "Horor" Berurusan dengan PR yang Tidak Profesional

1:02:48 - Bedah Buku "Senja di Ukraina"

1:07:42 - 3 Tips Utama untuk Jurnalis Pemula

1:10:23 - Perbedaan Mengajar di Kampus vs. Praktik di Lapangan

1:17:40 - Penutup & Rencana ke Depan

Brands/people Mentioned in This Episode

Media & Platform: Detik (@detikcom), Bisnis Indonesia (@Bisniscom), Bloomberg (@Bloomberg), Tempo (@TempoVideo), Kompas (@Kompascom), New York Magazine (@nymag), Google (@Google), Meta (@Meta), OpenAI (ChatGPT @OpenAI), YouTube (@YouTube), X (@X), Instagram (@instagram), TikTok (@tiktok).

Tokoh & Akademisi: Dr. Algooth Putranto (‪@aergot‬ ), Anies Baswedan (@aniesbaswedan), Djauhari Oratmangun (@djauharioratmangun), James Gunn (@jamesgunn), Prof. Renald Kasali (@RenaldKasali), Chairil Anwar.

Universitas: Universitas Paramadina (@universitasparamadina), UGM (@ugmchannel), Universitas Indonesia (@ui.official), ITB (@itb1920), Universitas Udayana (@UdayanaTV), National Aviation University Ukraine (@NAUinform), Ostroh Academy (@OstrohAcademy), Kyiv-Mohyla Academy (@naukma).

Agensi Kita: Praxis (@praxisionaire), Prajna (www.prajna.co.id), Explicar (@explicarmedmon), White Wood (@whitewood.digital).