Authenticity, AI, and the paradoxes faced by the PR industry takes center stage
Amid the evolving communication landscape and the upending of commonly held beliefs within the practice of public relations, a radical shift in thinking and approach is demanded from today’s PR pros. To respond to this clarion call, the largest and most anticipated public relations gathering in the country is bringing together some of the most respected names in communication here and around the world to discuss the issues and trends reshaping the profession.
Happening on September 11 and 12 at Solaire Resort North and organized by the Public Relations Society of the Philippines (PRSP), the 32nd National PR Congress aims to tackle some of the most urgent questions confronting the public relations industry.
“We are at an inflection point and it is imperative that we are clear-eyed and strategic in our response to the challenges of the times,” Norman Agatep, APR, Vice President-External of the PRSP and Chairman of the 32nd National PR Congress, said. “Our goal in this year’s National PR Congress is to bring PR professionals together to discuss, debate, and understand what we need to do to ensure that our profession and our skills are responsive to the needs of our stakeholders amid all of these tectonic shifts in the field of communication.”
The two-day event, themed “Plot Twist: Unraveling Today’s PR Paradox”, spotlights the dilemmas PR practitioners are faced with. A key concern is the challenge of cultivating authenticity amid the onslaught of AI-produced content. This is further complicated by the fact that today’s consumers have a shrinking attention span and inherent distrust toward PR. With that said, it is more important now, more than ever, to enlist consumers as brand advocates as more people are demanding meaningful engagement with brands.
The 32nd National PR Congress will also delve into how emerging technologies can be used to enhance creativity and efficiency, especially with the growing role of generative AI on our
workflows. Humanizing big data is also at the forefront of the event’s discussions, especially as information gleaned from our activities online unlocks a trove of important insights that may shape the future of communication.
With PR pros tasked with maintaining and protecting reputation while fostering impactful relationships, they are challenged to measure intangible and unquantifiable concepts. This is why identifying meaningful metrics will also be a key topic. Meanwhile, the importance of people in the overall conduct of public relations is an area that is also gaining much focus. With all the challenges facing PR professionals, the congress will look at how professionals manage work- life balance, retain top talent, and gain influence in leadership spaces. These factors are becoming essential to sustaining impactful, future-ready communications.
“Today’s PR practitioners are engaged in a delicate balancing act between telling stories that
authentically capture the nuance and complexity of the human experience while enabling
transformative technology that will undoubtedly change lives. Communication has found itself in upheaval at many junctures, but this time it feels like we are amidst the most important transformation that we have yet seen in our field, this is why it is important that we come together as one industry to find ways how we can continue to serve our purpose and make a difference in the lives of our audiences,” Agatep explained.
“We have brought together stalwarts, thought leaders, and game changers for this year’s National PR Congress. We are excited to see and hear the unique ideas of our speakers and we hope these discussions will inspire action and meaningful transformation in how we do things,” Ma. Luisa Sebastian, APR, President of the PRSP said.
The 32nd National PR Congress is supported by the Development Bank of the Philippines, Meralco, International Container Terminal Services, Inc. and Pag-IBIG Fund and GMA Network.
Ticket prices for the event start at ₱11,000. For inquiries on tickets and sponsorship opportunities, please email nationalprcongress@prsp.ph.
For more information about the PRSP, its future activities, and how to be a member of the Society visit www.prsp.ph or follow them on Facebook and Twitter.
