News

(from left to right) Kate Delos Reyes, Jonas Delos Reyes, Chill Lampano, Ana Pista, and Philip Tiongson

Manila, Philippines, 20 February 2025 – Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), is issuing a call to action for PR and marketing professionals, as well as communication students: embrace the power of artificial intelligence.

Speaking at the UP College of Mass Communication’s “Caring for CMC, Conversations 2025” event last February 19, Pista championed the strategic integration of AI in public relations, emphasizing its crucial role in navigating the evolving media landscape.

The event, designed to foster dialogue and explore future possibilities in media and research, brought together students, academics, media professionals, and industry leaders.

During a dynamic panel discussion on Research, Data, and Analytics, Pista, alongside other industry experts, highlighted how data-driven insights, amplified by AI tools, are reshaping the way campaigns are being crafted and the narratives told.

The power of data at work

The panelists, which included Philip Tiongson, Data Science Director and Head of MX Havas Ortega; Chill Lampano, Senior Manager for Business Analytics and Research at Cignal TV; and Jonas Delos Reyes, First Vice President of Metrobank, shared real-world examples of how data is transforming their respective organizations.

Delos Reyes from Metrobank highlighted the increased accessibility of data and the shift towards automated analysis systems in the banking sector. “Banks have a lot of data, and we are slowly moving away from the traditional way of analyzing customer data and are now shifting to automated systems.”

Pista, for her part, shared that at ArdentComm, research and data are not just a starting point, but a continuous thread woven throughout the entire process.

“We start with research and end with more research,” she said. “Everything you do, especially in PR, should be backed up by data.”

Pista proceeded by sharing a compelling anecdote illustrating the power of AI-driven social listening and sentiment analysis. When a client information was inadvertently leaked, potentially jeopardizing an official announcement, ArdentComm leveraged AI tools to gauge public reaction.

Surprisingly, the analysis revealed excitement rather than outrage, ultimately leading to a surge in subscriptions. “AI is only as good as the data you put into it, and you must first carefully analyze the data before making connections,” Pista explained.

“It’s interesting that what was seemingly a crisis situation turned out to be an opportunity,” 
commented Kate Delos Reyes, the moderator of the session.

AI in the workplace: is it a good fit?

The panel also discussed how organizations and companies are adapting to the rise of AI and big data. Tiongson from Havas Ortega noted that clients are primarily concerned with effectiveness and efficiency, regardless of the specific tools used.

Pista added that proficiency in using AI tools is essential, as professionals are increasingly being measured by data-backed results. "If what we say is backed by data," she asserted, "our decisions are less likely to be questioned."

When asked how to upskill, Delos Reyes from Metrobank stressed the importance of ethical considerations in the age of AI, urging professionals to ground themselves in strong moral foundations.

“The more we live in a high-tech world, the more human we need to be,” concurred Kate Delos Reyes, the moderator.

Playing catch-up with AI

Pista recounted her experiences at the World Public Relations Forum 2024, where communication professionals from around the world grappled with the same question: how to effectively integrate AI?

She observed that while the application of AI varies across countries due to differing regulations, the Philippines is not necessarily behind. “Playing catch-up depends on regulations,” she shared, noting the existing Data Privacy Act in the Philippines and the more robust frameworks in Europe and the USA.

Despite these differences, Pista expressed confidence in the Philippines' ability to harness the power of AI.

“Those who are adept at navigating the digital world already possess the skills to use and leverage AI,” she affirmed. “At ArdentComm, we utilize over 20 different tools, ensuring our clients receive the most effective data-driven strategies for their campaigns.” With a smile, Pista concluded, “We're committed to staying at the forefront of innovation, ensuring our clients benefit from the transformative potential of AI.”

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About Ana Pista:

Ana Pista is the founder and CEO of ArdentComm, a leading technology PR agency based in the Philippines. A respected voice in the PR community, she serves on the boards of the Public Relations Society of the Philippines (PRSP) and the Global Alliance for Public Relations and Communication Management. Known for her strategic vision and commitment to ethical communication, Pista has become a trusted advisor in the Philippine PR landscape.

About ArdentComm:

ArdentComm is a full-service public relations agency specializing in integrated communication strategies. The agency provides innovative, results-driven PR solutions for clients across diverse industries, with a strong emphasis on ethical and impactful communication.

Contact:
Ana Pineda
Email: ana.pineda@ardent.com.ph
Website: https://ardent.com.ph

Exciting news! We're thrilled to announce the newly elected and esteemed Board of Trustees for 2025–2026, effective February 1, 2025.

Join us in welcoming: Ma. Luisa P. Sebastian, APR (Brown Bag Communications), President; Ana B. Pista, APR (Ardent Communications), VP-Internal Affairs; Norman A. Agatep, APR (Grupo Agatep), VP-External Affairs; Abigail L. Ho-Torres, APR (Ikigai Philippines), Treasurer; Franz G. de la Fuente (Aboitiz Infracapital), Corporate Secretary; Paul Michael S. De Quiros, (Full Circle Communications, Inc.), Internal Auditor; Agapito Jose R. Zaldarriaga (MERALCO), Trustee; Steve Michael M. Moore Jr. (De La Salle-College of Saint Benilde), Trustee; and Deivid Guian B. Riofero, APR (TrustBridge Global Foundation), Trustee. 

We also express our heartfelt thanks to Andy B. Saracho, APR (Philippine Veterans Bank), Immediate Past President of PRSP, and Jika M. Dalupan, APR, (Universalis Philippines), who will serve as Advisors of the Board.
The formal induction ceremony will be held in the first week of February, following the prestigious PRSP Anvil Awards. We look forward to a fruitful and impactful year under the guidance of this exceptional group. 

#PRSP #PublicRelations #Leadership #NewBoard #IndustryExcellence

What an incredible night celebrating PR excellence at the 60th Anvil Awards!  Congratulations to all the well-deserved winners. Your dedication and creativity shine brightly.  

Thank you to all  our sponsors and partners, Manila Electric Company (Meralco), Pag-IBIG Fund (HDMF) and SM Foundation, Inc. as Bronze Sponsors,  Cebuana Lhuillier, DDB Group Philippines, Development Bank of the Philippines, ID8, Inc. and Metrobank Foundation, Inc. as Minor Sponsors, Aboitiz InfraCapital, Ardent Communications, Ayala Foundation, Inc., Brown Bag Communications, Inc., Full Circle Communications, Inc., Grupo Agatep, Ikigai Philippines, International Peace Diplomacy Corps., Inc. / PIEMI, Philippine Deposit Insurance Corporation - PDIC, Philippine Veterans Bank, and Universalis Philippines as our Corporate Partners. We are also grateful to our Media Partners, BusinessWorld, Daily Tribune and Philippine Daily Inquirer.  SGV as the Official Independent Tabulator. Your support made this celebration even more meaningful! Cheers to another 60 years of excellence!

See you all next year!

#60thanvilawards
#unifiedinbrilliance
#GabiNgParangal
#PRforall

It was a festive and colorful day for the Public Relations Society of the Philippines (PRSP) as we held our 4th General Membership Meeting and Christmas Party on December 6, Friday, at the Makati Sports Club! 🎄✨
Over 30 members gathered for our holiday-themed meeting, "Christmas Light-Bright," which set a joyful tone to reflect on the year’s achievements and welcome the holiday season. Loads of fun games and exciting prizes were up for grabs during the event!

During the session, PRSP also proudly inducted 4 new members into the organization.
Special thanks to our wonderful event sponsor, Land Bank of the Philippines, and to our generous sponsors Aventus Medical Care Inc., Beko  Philippines, BBComm, The BCDA Group, BPI, City of Dreams Manila, Development Bank of the Philippines, DDB Group Philippines, DigiPlus, GMA Network,Full Circle Communications, ICTSI , Insular Life, Jollibee Group Corporation, Kenny Rogers, Lopez Holdings Group, Light Rail Manila Corporation, Makati Medical Center, Mang Inasal Philippines, Manila Water, Maynilad Water Services, Inc., Meralco, PAGEONE.ph, Pag-IBIG Fund (HDMF), Palawan Pawnshop - Palawan Express Pera Padala, PhilCare, PLDT, Philip Morris International, Quezon City Government (PAISD), Seattle's Best Coffee, Smart Communications, Inc., SM Foundation, Inc., Stratworks, Sun Life Philippines, UST and Watsons Philippines. Your support made this celebration even more meaningful!

Merry Christmas from all of us at PRSP! 🎅

#PRForAll
#ChristmasLightBright

Bringing smiles and warmth this Christmas season. Our hearts are filled with joy after spending time with the amazing kids of South Daang Hari Elementary School Main.

Together, we can make a difference. Spreading holiday cheer with our partners Ayala Foundation, Inc., Globe Telecom, and Amdocs Philippines.

#PRforall

#PRSPCSR

“Treat AI like a human being, and the more refined you train it, the more human it becomes. AI is only as good as the data you input into it, and you can’t do with AI what you can’t do yourself.”

These were some of the key insights shared during the first session of the AI Masterclass in PR and Communications: A Certification Workshop on ChatGPT Strategic Integration, held on September 28. 

We can’t wait to see you in the upcoming sessions!

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.