KBR Media, an Indonesian independent news outlet that focuses on social justice and democracy issues, obtained the Journalism Trust Initiative (JTI) certification from global audit firm Bureau Veritas. We sat down with Citra Dyah Prastuti to discuss the organisation’s challenges, how their experience throughout the JTI process went and to know what their JTI certification means for them.
Journalism Trust Initiative (JTI): What are the main challenges ahead for KBR Media?
Citra Dyah Prastuti (Citra): KBR Media has been in the media business for more than 25 years, and Indonesia’s media and business landscapes have changed significantly during that time. Today, we compete for the public’s attention in an environment where our competitors are no longer only fellow media companies, but also AI, “homeless media” and content creators. The political landscape has also shifted, making it more important than ever for us to remain credible and independent.
This reality reinforces why KBR Media continues to invest in strengthening our editorial discipline and digital presence as we evolve from a radio-based network into a multi-platform organisation. As audiences—especially Millennials and Gen Z—navigate an overwhelming information environment, our role is to remain a trusted reference point. We must be clear, accountable, and independent, while remaining agile in the formats and channels we use.
In a crowded and fast-moving ecosystem, credibility is not a legacy advantage. It is something we must demonstrate every day through consistent standards and the quality of our journalism.
“In a crowded and fast-moving ecosystem, credibility is not a legacy advantage. It is something we must demonstrate every day through consistent standards and the quality of our journalism.„
Citra Dyah Prastuti, director, KBR Media
JTI: KBR Media decided to get started with the JTI process. How was the experience of preparing for the external audit?
Citra: The self-assessment phase was a crucial moment of reflection for us. It helped us understand what we have achieved to date. We did not face any major challenges in conducting the self-assessment, as we already have standardised operating procedures in place and were in the final stage of finalising the editorial guideline. We were thrilled to have everything in place on time.
Beyond the process itself, the self-assessment helped us connect our day-to-day operations with the larger direction of KBR as an independent, digital-first media organisation. It gave us a clear lens to see how our systems support consistent, trustworthy journalism across our platforms. It allowed us to map how our editorial work continues to serve audiences—especially Millennials and Gen Z—who expect clarity, relevance, and integrity.
This reflection also strengthened our readiness to engage partners with confidence. We can demonstrate that our credibility is supported by concrete standards, not just by our reputation.
JTI: KBR Media underwent the JTI audit conducted by Bureau Veritas. What takeaways can you share from this last phase of the process?
Citra: From a strategic perspective, the external audit helped us articulate how our editorial values translate into daily practices across platforms and products. As we expand digital initiatives and develop content that resonates with Millennials and Gen Z, external scrutiny provides reassurance that our growth does not water down our standards, nor that it impacts our consistent coverage of social justice, democracy, and climate issues.
It strengthens our ability to communicate, with confidence, that KBR’s independence is protected by systems, and that our public-interest work is produced with the professionalism and accountability expected by both local stakeholders and global partners.
It was particularly important to me, personally. As the director of KBR Media, I needed to present and explain the organisation to an auditor who did not know anything about us.
The process ran smoothly, as we had already prepared all the necessary documents. The only challenge, in my view, was managing the time difference and the length of the audit process.
JTI: What does the JTI certification mean for KBR Media?
Citra: As a media organisation verified by the Indonesia Press Council, the JTI certification is another testament to KBR’s reputation and credibility as an independent media outlet. This is an important message for us to convey to our partners and the broader public: we meet international standards for trustworthy journalism.
For KBR, this certification also reinforces who we are, how we work and grow: an independent and progressive newsroom that keeps looking forward. It strengthens our commitment to credible journalism that supports a better, more sustainable future—by staying rigorous, transparent, and accountable in everything we publish.
This matters directly to our projects and collaborations, especially those that rely on trust from both local and global partners. When we work on public-interest journalism and initiatives with broad reach, independent verification helps assure partners and audiences that KBR operates with integrity and meets internationally recognized standards expected of a trusted, independent media organisation.
