Elnusa Petrofin Earned Best Digital Public Relations Program at the 2025 IABC Indonesia Awards: Turning “Energi Kebersamaan” into a High-Impact Public Narrative

IABCINDONESIA.COM, JAKARTA – PT Elnusa Petrofin delivered an outstanding performance at the IABC Indonesia Awards 2025, securing one of the highest scores following its results presentation and dialogue session with the judging panel. The company earned a place in the Top 10 and Awards of Excellence of the Impactful Communications Awards (ICOMMA) in the Best Digital Public Relations Program subcategory.

Amid growing public demands for transparency in the energy sector, Elnusa Petrofin offered a different approach through its “Menghantarkan Energi Kebersamaan” campaign. The company chose to highlight the stories of its fuel truck operators (AMT), the frontline workers who keep national fuel distribution running smoothly especially during the peak travel period of Ramadan and Eid al-Fitr. While millions spend time with their families, these AMT workers as spearhead of energy distribution ensure the nation’s energy supply stays uninterrupted.

The campaign was made from a keen observation of a long-standing narrative gap. Public discourse on national energy resilience has historically centered on policies and institutions, with the pivotal role of on-ground workers often overlooked. Elnusa Petrofin seized this overlooked space, crafting a digital communication initiative that blended strong visuals, operational data, and human-centered storytelling to build a coherent, impactful reputation narrative.

Using its 3E framework (Engineering, Education, and Enforcement), the company built a communication system anchored in transparency, education, and internal participation. The content, which ranged from operational insights and field documentation to personal stories from AMT workers, was distributed through Tier-1 media outlets, Instagram, YouTube, and internal channels, creating a seamlessly integrated campaign from planning to publication.

In a sector often perceived as technical and emotionally distant, the campaign demonstrated that insight-driven, empathetic communication can spark powerful public resonance.

“Elnusa Petrofin delivered highly effective communication through compelling storytelling. These narratives build public awareness of the energy workers who operate behind the scenes,” said Jeane Niode, Chair of the Jury for the IABC Indonesia Awards 2025.

Elvera Makki, President of IABC Indonesia, praised the company’s ability to transform operational issues into relatable public stories, marking it as an innovator in energy-sector communication, “I appreciate how the term ‘Anak Mobil Tangki (AMT)’ feels grounded and relatable. This was executed as a fully integrated PR campaign, digitally strong and reinforced through extensive media coverage,” she noted.

“This award is not merely a recognition of the strategic communication programs we have implemented, but a validation of our philosophy that energy is ultimately about people, responsibility, and sustainability. ‘Menghantarkan Energi Kebersamaan’ reflects our commitment to providing energy that not only drives economic activity, but also strengthens social bonds within society,” said Doni Indrawan, President Director of PT Elnusa Petrofin, after receiving the award.

The achievement underscores Elnusa Petrofin’s commitments: maintaining national energy reliability while building modern, transparent, and human-centered communication. In an industry navigating rapid transformation, empathy-driven storytelling has become an essential pillar for sustaining public trust.