The Public Relations Society of the Philippines (PRSP) will hold its 33rd National Public Relations Congress on 17 and 18 September at Solaire Resort North, bringing together industry leaders and communication professionals to address the forces reshaping PR practice. Under the theme "Steward the Story: From Clout to Legacy," the event will focus on authenticity, artificial intelligence, disinformation, and the creator economy.
The annual gathering draws PR and communication professionals, educators, students, and industry leaders. Speakers include executives from PLDT, MediaQuest Holdings, the ASEAN Business Advisory Council, the Digital Marketing Association of the Philippines, Probe Productions, and Metrobank Foundation.
Three pillars of modern PR practice
The program is organized around three pillars: authenticity, agility, and advocacy. Speakers will address each pillar, followed by panel discussions aimed at helping delegates become more mindful, intentional, and responsible in stewarding brand stories.
"In an age where stories can go viral in seconds, our responsibility is to look beyond visibility and ask what kind of trust, values, and legacy our communication leaves behind," said PRSP President Ana Pista, APR. "This Congress brings together diverse voices to help us navigate that responsibility with greater purpose and integrity."
Ed Timbungco, APR, chair of the 33rd National PR Congress, said the program was designed around the realities communicators face today. That includes disinformation challenging the authenticity of brand narratives, the widespread use of AI, the creator economy and influencer partnerships, and measuring the tangible impact of PR efforts.
For PR professionals looking to build practical skills around these issues, an AI Learning Path for Public Relations Specialists offers structured training on applying AI tools to communications work.
Who is speaking
Roby Alampay, first vice president and head of public engagement at PLDT Inc. and founder of PumaPodcast, will speak alongside Mon Isberto, APR, communications consultant at MediaQuest Holdings and head of THINKaMuna Pilipinas. Malyn Molina, executive adviser for creative economy at the ASEAN Business Advisory Council and president of EON Group, will also present.
Miko David, president of the Digital Marketing Association of the Philippines and managing partner at David & Golyat; Jen Aquino, managing director of Probe Productions; and Philip Dy, president of Metrobank Foundation Inc. and executive director of GT Foundation, round out the speaker lineup.
Why this matters for PR and communications professionals
The congress addresses a practical problem: PR teams are being asked to manage AI tools and disinformation risks without clear playbooks. The sessions on measuring PR impact and optimizing influencer partnerships are designed to give attendees concrete frameworks they can apply when they return to work.
PRSP has advanced the practice of public relations in the Philippines for 69 years through ethical standards, professional development, and thought leadership. Its programs include the Anvil Awards, APR accreditation, the Professional Development series, the PR Students Congress, and the PR Caravan. For communicators seeking ongoing education beyond the congress, AI for PR & Communications resources cover the intersection of these two fields.
Your membership also unlocks:
