32nd National PR Congress highlights the importance of the human touch amid disruption from emerging tech
With a communication industry in the midst of unprecedented disruption, more than 400 delegates came together to discuss some of the most important topics confronting the Philippine public relations industry at the 32nd National PR Congress held at the Solaire Resort North in Quezon City last September 11 to 12.
The event, organized by the Public Relations Society of the Philippines (PRSP), brought together sixty speakers and panelists from different industries to tackle existential questions that every PR professional is asking. Guided by its theme, “Plot Twist: Unraveling Today’s PR Paradox,” the event also surfaced conversations shaping how the industry is charting its path forward.
In her welcoming remarks, PRSP President Ma. Luisa Sebastian, APR, highlighted the important role of communication in today’s hyperconnected world.
“Communication isn’t merely transmitting a message from one person to the next. It is more than that. Communication can educate, enlighten, and elucidate. It can persuade and convince people to act and change the course of events. Communication can power a movement and breathe life into a cause. It is transformative, enabling, and liberating,” Sebastian stressed.
Meanwhile, Norman Agatep, APR, PRSP Vice President-External and Chairman of the 32nd National PR Congress, laid out the challenges that PR practitioners face today, especially with emerging technologies changing the way we stay connected.
“We live in a paradox of a world where truth spreads slower than lies, where authenticity is crafted, and silence can speak louder than words,” Agatep said. “Sometimes we think trust is high, but often skepticism is higher. The internet provides so many ways to connect, yet audiences feel more distant. We chase virality but long for lasting impact. And everyone today has a voice, yes, yet real conversations are getting rarer.”
Recognizing these problems, Presidential Communication Office (PCO) Sec. Dave Gomez, in his keynote speech, outlined how the PR practice has changed because of trends and technological breakthroughs that are redefining how we communicate. One aspect he highlighted was the importance of maintaining the value of our humanity amid the breakneck adoption of AI in almost every aspect of our lives.
“The first thing you have to do—just as technology is shaping the landscape—we need to leverage technology ethically and embrace it across our strategies. We must keep the human touch by focusing on human-centric approaches,” Gomez explained.
Authenticity as a driver of influence
David Guerrero, Chairman of BBDO Guerrero, stressed how strong narratives can drive impact even with limited budgets, while Jel Directo, President of the Creator and Influencer Council of the Philippines (CICP), charted the growing role of creators in the marketing mix. A panel on ethics among influencers and in content creation, led by Pia Hontiveros-Pagkalinawan, underscored the need for honesty and integrity as influencers rise as trusted voices.
From the brand side, Adi Timbol-Hernandez of McDonald’s Philippines shared how a clear brand identity has fueled programs that build authentic connections, segueing into a panel discussion on sustainability communication.
The debate over long-form versus short-form content also surfaced, with ABS-CBN director Raz de la Torre defending the depth of long-form storytelling, while a separate panel tackled short-form’s popularity and the challenge of sustaining engagement.
Jules Garcia of Reddit capped the sessions by highlighting the platform’s power to connect communities and give consumers greater influence over brand narratives—a theme echoed by a panel on how audience sentiment now steers reputations in a digital-first marketplace.
The human element in the age of AI and Data
The second day of the National PR Congress zeroed in on how human insight, creativity, and strategy remain vital amid the disruption brought by new technologies.
Cliff Eala of BS Works opened with a talk on using data-driven insights, technology, and empathy to craft communication that resonates, leading into discussions on authenticity in sustainability programs. Miko David of David and Golyat followed by stressing the need to quantify PR’s impact in terms business leaders understand.
Panels on perpetual questions about the choice between prioritizing quantity or quality and valuating reputation and relationships explored the trade-offs of reach versus engagement and the challenge of assigning value to trust and reputation, underscoring their role in long-term business sustainability. Ron Jabal, APR, looked ahead to “pricing” reputation and the possibility of tokenizing it and storing it in the blockchain.
In the afternoon, Rhea Ensamtam of Kantar stressed the importance of people and their insight in analyzing and understanding data. Meanwhile, the succeeding panel examined how practitioners can safeguard credibility in the age of AI. Rob van Alphen of Polaris Digital, reinforced that creativity and empathy should remain central as technology evolves, while Norman Agatep, APR, of Grupo Agatep showed how data can strengthen compelling stories in “Narratives by Numbers”
The Congress closed with panels on the future of work—automation, upskilling, and new workplace demands—and on bridging the gap between PR education and industry needs through stronger collaboration.
Broadening horizons in a time of disruption
With two days filled with interesting, thought-provoking, and engaging talks and panel discussions, this year’s National PR Congress delivered on the promise of engaging PR professionals in conversations that can help redefine the future of the communication industry.
“The theme Plot Twist came from conversations that I’ve been having with colleagues from the industry,” Agatep said. “It is a distillation of their feelings given the unprecedented changes that we are seeing in the industry today. Through the conversations we’ve had with our speakers and panelists, we’ve helped broaden our delegates’ perspectives and equip them with the knowledge they need to face the challenges that we face today and emerge unscathed.”
The 32nd National PR Congress was made possible through the support of a wide range of sponsors and partners. Leading the roster was platinum sponsor PMFTC, while Development Bank of the Philippines (DBP) and PLDT Home served as gold sponsors. Bronze sponsors included the Bank of the Philippine Islands (BPI) and DDB Group Philippines, Glue Up, International Container Terminal Services, Inc. (ICTSI), Meralco, and the Pag-IBIG Fund. Donors included Coca-Cola Europacific Aboitiz Philippines, CW Home Depot, Diamond Hotel, Hotel Okura Manila, Philippine Deposit Insurance Corporation (PDIC), and SM Supermalls. Media Partners of the Congress are: Daily Tribune, GMA Network, and Solar Entertainment Corp.
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.
