PRLab’s five-year roadmap is designed to establish the laboratory as a leading research center in Public Relations for Sustainable Development, integrating research, community engagement, and innovation to address contemporary communication challenges. The roadmap adopts a progressive approach, beginning with strengthening research capacity and international collaboration, followed by the development of digital communication models, media intelligence innovation, community empowerment, and global engagement.

In 2026, PRLab will focus on building a strong research foundation by developing a comprehensive research agenda on Public Relations and the Sustainable Development Goals (SDGs). During this phase, the laboratory will initiate its first international joint research project, produce one Scopus-indexed publication, implement one community engagement program, and strengthen institutional research capacity through collaborative activities.

In 2027, the focus will shift toward Digital Public Relations and Digital Communication, with an emphasis on developing evidence-based communication models that support organizations and MSMEs in navigating digital transformation. PRLab will expand its international collaboration through a second joint research initiative while producing another Scopus-indexed publication, a policy brief, and community-based communication innovations.

The 2028 roadmap centers on Media Intelligence and Big Data Analytics. PRLab will integrate artificial intelligence, social listening, media monitoring, and digital analytics into public relations research by developing a Media Intelligence platform capable of analyzing public opinion, stakeholder behavior, and organizational reputation. This phase will strengthen data-driven communication research and produce high-impact scientific outputs.

In 2029, PRLab will prioritize Public Relations for Community Empowerment by translating research findings into sustainable community engagement programs. The laboratory will develop evidence-based public relations models that enhance social resilience, support MSME development, and strengthen community participation through strategic communication initiatives. Research outputs during this period will include publications, books, and practical community engagement models.

Finally, in 2030, PRLab aims to establish itself as a Center of Excellence in Public Relations for Sustainable Development. The laboratory will strengthen global research networks, generate policy recommendations, expand interdisciplinary collaborations, and continue producing internationally recognized research that contributes to sustainable development. By the end of the five-year period, PRLab is expected to become a leading hub for innovative, evidence-based public relations research that creates meaningful social, economic, and environmental impact.