Manila, Philippines — The Public Relations Society of the Philippines (PRSP) is set to convene its 33rd National Public Relations Congress, bringing together the country’s leading minds in communication, marketing, and corporate affairs. The annual gathering, scheduled to take place later this week in Manila, promises to be a pivotal event for the industry, serving as a critical platform for PR and communication professionals, educators, students, and industry leaders to converge, share insights, and deliberate on the future direction of the field. This year’s congress is distinguished by a robust lineup of speakers from some of the Philippines’ most influential organizations across the telecommunications, media, financial, and creative sectors, underscoring the multifaceted nature of modern public relations. The event is designed to address the pressing challenges and opportunities that define the current landscape, emphasizing the need for the profession to evolve continuously. With the rapid acceleration of digital transformation and the increasing demand for corporate transparency, the congress promises a deep dive into the critical role of PR in building and preserving trust in today’s society.
Among the distinguished speakers headlining the event is Roby Alampay, who serves as first vice president and head of public engagement at PLDT Inc., one of the country’s leading telecommunications companies, and is also the founder and chair of PumaPodcast, highlighting his diverse expertise in both corporate communication and digital media. Joining him is Mon Isberto, whose 30-year career spans journalism and public relations; he is currently a communications consultant at MediaQuest Holdings and the lead of THINK, a policy research division, and alternates responsibility with his head of THINK I. About Philippines. Another prominent speaker is Malyn Molina, the executive adviser for creative economy at the ASEAN Business Advisory Council, who also leads the EON Group as its president and chief operating officer, bringing a perspective sharpened by her vast experience in investor relations and corporate communication across Southeast Asia. Further speakers include Miko David, the president of the Digital Marketing Association of the Philippines and managing partner at David & Golyat, whose expertise in the digital sphere will be crucial for understanding new-age brand engagement. Media and journalism will be represented by Jen Aquino, managing director of Probe Productions, while the financial and philanthropic sectors are encapsulated by Philip Dy, president of Metrobank Foundation Inc., and executive director of GT Foundation, offering insights into building partnerships and corporate social responsibility. The diverse backgrounds of these speakers set the stage for a cross-industry dialogue on the practice’s future.
The program has been framed around three crucial pillars that are integral to contemporary PR practice: authenticity, agility, and advocacy. These themes are intended to guide discussions on how professionals can navigate the “post-truth” era where the public and stakeholders are demanding higher levels of integrity and genuine connection with organizations. Authenticity entails more than just adopting a transparent tone in corporate communications; it involves ensuring that a brand’s identity, action, and reputation do not conflict with each other. Agility, the second pillar, is about being operationally aware and capable of making swift, strategic decisions as crises break in real-time. In an environment that is heavily influenced by a 24-hour news cycle and social media trends, the ability to pivot quickly is no longer a luxury but a necessity. The final pillar, Advocacy, signifies the role of PR in championing causes and moving beyond promoting programs, advocating for policy, the organization, and the industry, especially as the Philippines continues to deal with a dynamic political, environmental, and social landscape. The discussions will revolve around these themes that directly answer the demands of creating meaningful impact, not just corporate messaging.
Beyond keynote presentations, the congress will feature a series of panel discussions designed to build on the speakers’ insights and strengthen the delegates’ understanding of their professional duty. These forums will provide a more interactive opportunity to address the practical aspects of stewarding brand stories with a heightened sense of deliberate intent. The conversations will aim to delve deeper into what responsibilities PR professionals hold to be more aware of their decisions and intentional fiction which extends beyond the CEO into the greater public good. Ana Pista, APR, President of the PRSP, emphasized the weight of this responsibility during a press conference, noting that in an age where stories can go viral in seconds, it is the role of the communicator to look beyond mere visibility. She stressed that the ultimate conversation should be about the kind of trust, values, and legacy that these stakeholders will leave behind. “This Congress brings together diverse voices to help us navigate that responsibility with greater purpose,” Pista said, reinforcing the congress’s role in guiding the profession toward not just more effective but more sustainable and accountable practices. Titing off the essential reflection of the PR industry’s drive to meaningful purpose in corporate actions.
Ed Timbungco, APR, who serves as the chair of the 33rd National PR Congress, articulated the forward-thinking design of the program, pointing to the precise challenges currently confronting communicators. He highlighted the necessity of addressing the “realities of practice, built around the very laws of the current” pro-listing the proliferation of disinformation that test the bounds of brand authenticity and the rapid mainstreaming of artificial intelligence. Timbungco Dar also stated that the agenda will confront the potential and paradox of the creator economy, how to optimize influencer partnerships in an effective and mutually beneficial manner, and to ensure that the impact of performance is consistently developed in an industry that is too often measured by mere outputs. Furthermore, the congress will also discuss the fundamental but essential issue of how to demonstrate the creative and corporate value in PR long term, not just immediate targets. In a 15-hour period, the speakers and panelists will discuss a spectrum that attempts to reconcile the profession’s tactical needs with its foreseeable future role as a vital part of building a “better world for the next generation,” a far-reaching and ambitious mission to inspire public relations professionals to think of their roles as stewards of their client’s and their careers’ long-term health: the broader social contract.
The 33rd National PR Congress stands as a testament to the PRSP’s ongoing commitment to advancing public relations practice in the Philippines over its 69-year history, a legacy built on strictly upheld ethics, dedicated professional development, and fostering thought leadership within the industry. The society’s influence extends beyond this single annual event, as evidenced by its array of major programs, which include the highly prestigious Anvil Awards for professional merit, the APR professional accreditation that sets stringent industry standards, an extensive Professional Development series, educational initiatives and scholarships through the PR Students Congress and the Grand Prix, as well as the community-wide PR Caravan. These continuous celebrations help to foster and build a high level of competency and ethical practice in the Philippines. As the society looks forward in an era of rapid change, the gathering of this visionary event attempted serve as a local networking cette, but as a foundational movement to position public relations not just as a reactive bout of media relations, but a strategic driver of integrity, transparency, and social good—a crucial element for the economic and social development of the Philippines and the greater region’s economic and civic fabric.