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The 31st installment of the annual event aims to help shed light on developments that impact the communication profession

MANILA, Philippines – The National Public Relations Congress, the biggest learning and networking event in the local PR industry, will be holding its 31st installment on September 26-27 at The Manila Hotel, with a host of expert speakers to discuss some of the most relevant topics for industry practitioners today.

This year’s theme, dubbed “Into the Unknown: Communication in the Time of VUCA,” will bring to the fore some recent and possible future developments that have rocked and may potentially disrupt the industry. VUCA stands for volatility, uncertainty, complexity, and ambiguity – a state of constant and unpredictable change that demands novel and agile strategies to be able to succeed.

Grupo Agatep President Norman Agatep, also the Chair of this year’s PR Congress, will open the event, followed by the keynote to be delivered by The Misfits Camp Chairmom and Founder Merlee Jayme about how artificial intelligence (AI) can never replace the human touch. Kantar Media Managing Director Jay Bautista will follow with a talk on how media consumption can shed more light on today’s multi-generational society.

Also speaking on the first conference day are Department of Budget and Management Undersecretary Goddes Hope Libiran, who will talk about crisis response in the realm of public service; ABS-CBN Creative Communications Management Head Robert Labayen, who will discuss how entertainment can foster meaningful audience engagement; and TBWA\Santiago Mangada Puno Chairman and Chief Creative Officer Melvin Mangada, who will tackle cancel culture and how brands can turn a boycott into a "buycott."

Two panel discussions will also take place on Day 1. Brick Management Consulting Principal Consultant & Founder Myke Santos, University of Santo Tomas Creative Writing Department Chairperson Dr. Joselito Delos Reyes, Tangere CEO Martin Penaflor, and Publicis Groupe Philippines Chief Creative Agencies Officer Tats Cruz will engage in a discussion around stakeholder communication in the era of social media, AI, and Web3, to be moderated by ABS-CBN Integrated Corporate Communications Vice President Kane Errol Choa.

The other panel discussion will revolve around brand reputation as shaped by multiple stakeholders outside of brands themselves. Panelists include KahnDo Solutions Co-Founder and CEO Jolina Kahn, Creator and Influencer Council of the Philippines President Jako De Leon, Philippine Daily Inquirer Business Editor Tina Arceo-Dumlao, and Reddit Country Lead Jules Garcia.

The second day of the conference will kick off with BS Works CEO Cliff Eala delivering a keynote on how data and behavioral sciences can help communicators do their jobs better. This will be followed by a presentation from Synergy Market Research + Strategic Consultancy President and CEO Germaine Reyes on how brands can harness statistics to craft meaningful narratives.

Also speaking on Day 2 are India’s School of Communications and Reputation Dean Hemant Gaule, who will discuss how AI has affected the public relations profession; Havas Media Philippines Data & Analytics Head Philip Tiongson, who will talk about generative AI; and Global AI Council Country Director Catz Jalandoni, who will tackle whether or not ethics in PR can co-exist with AI.

As with the first day, there will also be two panel discussions on the second day. The first one will center on how brands can master emerging platforms in today's multi-screen society, which will include Digital Marketing Association of the Philippines President and Ogilvy Consulting Philippines Head Manny Gonzales, Homonym Founder & CEO Mike Constantino, Octopus & Whale Founder & CEO Joey Tiempo, and Facts First Podcast Founder and Host Christian Esguerra as panelists, and World Communications Malaysia Managing Director Jaffri Osman as moderator.

Capping off the event is a discussion around the fate of Philippine public relations in the age of AI, to be kicked off by a talk by PAGEONE Group Chairman & CEO Ron Jabal, and with Public Relations Society of the Philippines President Andy Saracho, International Association of Business Communicators Philippines President Belle Tiongco, and International Public Relations Association Philippines Chairman Noel Nieva as reactors. Moderating the discussion is Ripple8 Managing Partner & Media Relations and Activations Director Michelle Orosa-Ople.

The National Public Relations Congress is one of the flagship programs of the Public Relations Society of the Philippines, the oldest and most respected organization of PR practitioners in the country. This year’s Congress is made possible with the support of DigiPlus and PLDT Home as Platinum Sponsors; BDO, Development Bank of the Philippines, EastWest Bank, and San Miguel Corp. as Silver Sponsors; and BPI, DDB Group, GlueUp, Meralco, Metrobank Foundation, SM Foundation, Philippine Veterans Bank, and PhilCare as Bronze Sponsors. Also supporting the event are Pag-IBIG Fund, Philippine Deposit Insurance Corporation, Crowne Plaza Manila Galleria, Grab, Jollibee Foods Corp., PageOne, Palawan Pay, Pascual Laboratories, Universalis, URC, Watsons, and Intellicare. Official media partners are GMA Network, BusinessWorld, Nerve/Rappler, The Daily Tribune, and The Philippine Star. Official Digital OOH Partner is DOOH Philippines, Inc.

To learn more about the event, visit https://app.glueup.com/event/into-the-unknown-114688/.

To celebrate #PrideMonth, the Public Relations Society of the Philippines (PRSP) invited communication experts at its 2nd General Membership Meeting (GMM) held at the organization’s headquarters in Makati last June 28 to talk about the importance of championing diversity in workplace communication as well as fostering an inclusive environment.   
Dubbed “Speak Out, Stand Out: Championing Diversity in Workplace Communication,” the event featured key speakers from MullenLowe TREYNA, the agency that won last year's Grand Anvil Award for the Quezon City Gender and Development Council's Right to Care Card.

The “Right to Care Card,” which was passed into an ordinance by the Quezon City Council in February this year, now serves as a Special Power of Attorney (SPA) card that can grant medical-decision making rights to queer couples. It served as portable proof that having the right to care for your loved ones should not be limited to a specific gender.

Spearheading the discussion was Jam Pascual, a seasoned copywriter at MullenLowe TREYNA, who talked about how the concept for the campaign all began. He shared, “What is care? Our team wanted to get the idea across that the ‘Right to Care’ card relates deeply to ideas and experiences that the average Filipino can understand. We wanted to convey the importance of such concepts as pag-aalaga and malasakit.”

Three other communication experts shared their insights about the initiative, with each one emphasizing how authentic story-telling and using just the right words to communicate the card’s basic concept of “the right to care” among partners – regardless of sexual orientation – is key to the success of the program.

“A factor in the Right to Care initiative’s success is its straightforward concept -- the basic premise of allowing human beings to care for one another. The support and recognition it had been getting may be attributed to simple, authentic, and heartfelt storytelling,” explained Gerald Lim, PR Head of Accounts at MullenLowe TREYNA.

“But of course, communications can only do so much! We also need the support of the community for diversity and inclusivity to flourish,” he added.

Sharing insights from a legal perspective, Atty. Joshy Aguilar stated, “I think we should be more empathic towards the plight of others. Just because you don't experience the same struggle does not mean that it does not exist or that it’s not real. Even the Supreme Court in Falcis v. Civil Registrar General held that the 1987 Philippine Constitution is capable of accommodating a contemporaneous understanding of sexual orientation, gender identity and expression, and sex characteristics or SOGIESC.”

Krystel Ybañez, a Senior Art Director at MullenLowe TREYNA, for her part, shared, “The team behind Right to Care is made up of queers and allies. We have brave and supportive leaders in the office who encouraged us to make this happen. That’s why diversity, equality, and inclusion are very important in workplace communication.”

PRSP continues to uphold the values of diversity, equality, and inclusion, recognizing their importance in effective workplace communication and community support. As part of the organization’s #PRforAll theme this year, the alliance is now actively encouraging all communication practitioners to champion the values of diversity, equality and inclusivity in their respective fields.  

For more information about PRSP and to register for upcoming events, visit https://prsp.ph.

PRSP KICKS OFF MEDIA LITERACY PROGRAM. The Public Relations Society of the Philippines (PRSP) is set to conduct a media literacy program this year designed to help high school students develop critical thinking and help them distinguish between a real news story and one that is "fake" -- meant only to disinform the public. The media literacy program is in partnership with the Ayala Foundation Inc. and is being undertaken in response to the DepEd's call to develop critical thinking among high school students as well as spur their understanding and appreciation on news and information. The literacy program was officially kicked off last February 24, during a turnover ceremony where PRSP received 500 survival bags from Ayala Foundation, Inc. These bags will be distributed to 10 selected high schools as beneficiaries.

#PRforAll

Photo shows (from left to right:) PRSP Trustees Louie Paragas Sebastian, APR, Ana Pista (left), AFI President Tony Lambino, PRSP President Andy B. Saracho, APR, CSR Program Chair Cel Atega Rosales Amores, and Franz de la Fuente during the launch of the program.

Manila, Philippines. March 1, 2024 – The Public Relations Society of the Philippines (PRSP),the country's premier organization for public relations professionals, proudly announces itstheme for 2024-2025 -- "PR for All."

The launch of the theme is meant to further underscore the society's commitment to fostering aninclusive, ethical, honorable, and transparent community where professionals, both seasoned veterans and emerging talents, can thrive and contribute meaningfully.

As PRSP celebrates its 67 years of service to the country’s PR industry this year, the organization is also reaffirming its commitment to elevating the standards of public relations through a dignified, effective, and relevant practice in service of the Filipino people.

"‘PR for All’ encapsulates everything that we’d like to achieve for the society this year," beams
Andy Saracho, APR, President of PRSP. “We welcome everyone in the PR practice to join us regardless of age, sex, social status, and religious or political beliefs in working together to promote the welfare of the Filipino people.”

As part of its commitment to "PR for All," PRSP will continue nurturing the next generation of
competent PR professionals who uphold the highest standards of integrity and a commitment to the truth in bridging people and communities together.

In line with this, PRSP envisions the concept of “PR for All” being embodied in all of its big-ticket events such as the Anvil Awards, an awards program that recognizes the use of outstanding PR tools and programs; and the National Public Relations Congress, a gathering of PR practitioners and communication experts all over the country to discuss the latest trends in PR.

There’s also the Professional Development Seminar, a bi-monthly hands-on training on effective communication strategies; the Student Congress and Grand Prix Competition for aspiring PR practitioners to provide them with hands-on PR experiences led by industry professionals and the PR Caravan, PRSP’s corporate social responsibility (CSR) program. The PR Caravan is a subset of both CSR and PR Students programs, which aims to reach out to students and guide them in taking the most appropriate course, highlighting PR and its role in nation-building.

PRSP invites all stakeholders, including the media, government, educators, and the public, to join hands in championing "PR for All."

By embracing inclusivity, demonstrating ethical practices, and upholding transparency, PRSP strives to build a community of PR professionals working together to promote the welfare of the current generation of Filipino people and the generations to come.

PRSP currently boasts of a diverse roster of members, representing various sectors such as industry, government, non-profit organizations, hospitals, schools, hotels and professional services.

Manila, Philippines, February 19, 2024 – The Public Relations in the Philippines (PRSP) today announced that it is celebrating more than six decades of service to Filipino public relations professionals, supporting young practitioners and helping further hone their talents.

With a celebrated history that dates as far back as 1957, post-World War II, the organization has been dedicated to recognizing the importance of PR in business and empowering the people that drive it in motion.

Composed of practitioners from various industries including business, government, non-profit organizations, medical, education, tourism and other professional services, the PRSP aims to “advance the welfare of the Filipino people through dignified, effective and relevant practice of the art and science of public relations.”

This mission of the PRSP is fulfilled by continuously cultivating PR as an avenue that builds public confidence in an individual or organization, encouraging the study and improvement of PR among the aspiring and seasoned practitioners, correcting and preventing abuses in PR that tend to undermine public trust and serving as a center of information of latest data to its members.

Throughout its service, the organization has held prestigious events that uphold the important contributions of PR practitioners, cultivate stronger relationships among the members of the organization and the industry and accompany them in honing their talent in PR.

These events include the Anvil Awards, which is regarded the “Oscars” of PR; the National Public Relations Congress, a gathering of PR and communication experts all over the country to discuss the latest trends and techniques in PR; the Professional Development Seminar, a quarterly hands-on training on effective PR communication strategies; and the Student Congress and Grand Prix Competition for aspiring PR practitioners to provide them with hands-on PR experiences led by industry professionals.

This year, with the theme “PR for All,” the PRSP will continue to fulfill its mission by creating an inclusive, ethical, honorable and transparent community where all professionals, whether young or veteran, can thrive.

“Congratulations to PRSP for 67 years of advancing the practice of PR profession in the Philippines and for continuing to uphold the integrity and maintaining the highest ethical standards in the PR industry,” said PRSP President Andy Saracho, APR.

Would you like to join your friends and partners from the Ayala group for a volunteer activity?

Sign up now for the #BrigadangAyala activity scheduled on Saturday, April 6, at Ayala Malls Manila Bay!

Spend the weekend packing 22,000 disaster survival kits, which will be distributed to Ayala Foundation’s partner communities nationwide.

Celebrate Women's Month with us! Know more about Col. Francel Margareth A. Padilla, the first female spokesperson of the AFP as she shares her story about her new role in the military, her "Cyber for Peace" advocacy, what she does as a Certified Ethical Hacker, and how proud a mother she is to her two sons.

The Public Relations Society of the Philippines (PRSP) invites you to its 1st General Membership Meeting for the year to meet and network with PR practitioners from all industries on March 22, 2024 at Divina Law, 8th Floor Pacific Star Building, Makati corner Senator J. Puyat Avenues, Makati City (12-3PM).

Officers and members of the Board of Trustees of the Public Relations Society of the Philippines (PRSP), 2024-2025, were formally sworn into office in an official oath-taking ceremony held recently in Malacanang Palace.

The new PRSP board members took their oath of office before Hon. Cheloy Velicaria-Garafil, Secretary of the Presidential Communications Office (PCO).

This year’s Board of Trustees are as follows: Andy Saracho, APR, of Philippine Veterans Bank - President; Norman Agatep, APR, of Grupo Agatep - Vice President- External; Mikey de Quiros of Full Circle - Vice President-Internal; Franz De La Fuente of Aboitiz Group - Corporate Secretary; Cel Rosales Amores of Ayala Foundation, Inc. - Treasurer; Louie Paragas Sebastian, APR, of Page One Group - Auditor; Ana Pista of Ardent Communications - Trustee; Abigail Ho-Torres of Maynilad - Trustee; and Dr. Rey Runtgen Martin L. del Rosario of International Peace Diplomacy Corps, Inc. - Trustee; and Jika Mendoza-Dalupan, APR, Adviser.

Also witnessing the event were officers and members of PCO led by Assistant Secretary Dale Q. De Vera.

Established on February 19, 1957, PRSP is the country’s premier public relations organization for PR practitioners representing various industries from business, government, non-profit organizations, hospitals, schools, hotels, and professional services.