Dr. Herminio “Sonny” B. Coloma, Jr., publisher of the Manila Bulletin Publishing Corp. and former Presidential Communications Operations Office Secretary, will deliver the keynote address at the 33rd National Public Relations Congress on Sept. 17 at Solaire Resort North.
Dr. Coloma will share his insights on “Creating an Epic Story of Trust and Legacy” to kickstart the series of conversations about the congress theme, Steward the Story: From Clout to Legacy.
Some 300 Congress delegates from the public and private sectors, as well as from civil society and the academe, are expected to learn much from Dr. Coloma’s extensive experience as a journalist, Media expert, and educator. He served the administrations of both Presidents Cory Aquino and Benigno Aquino III and has been a long-time faculty member at the Asian Institute of Management.
“Rapid developments in phy-gital platforms have redefined brand storytelling, challenging us to sharpen our agility in navigating a fragmented, hyper-personalized media landscape. Nonetheless, our responsibility as reputation managers remains the same – to be authentic to what we stand for as a brand and to continually be intentional in doing our bit in creating a better world, especially for the next generation,” 33rd National PR Congress Chair Ed Timbungco, APR, said, expounding on the congress theme.
Being agile with AI
Meanwhile, Jaemark Tordecilla, Regional Director for Asia-Pacific at the international media organization, Fathm, will tackle on Sept. 18 the much-sought-after topic of artificial intelligence (AI). He will share his thoughts on “The AI-Powered Steward: Harnessing Smart Technologies to Protect and Scale Brand Legacy.”
Tordecilla was the Editor-in-Chief of GMA News Online and the senior assistant vice president and Digital Media Head of GMA News and Public Affairs. As a Nieman Fellow at Harvard University, he pioneered ways generative AI could be applied ethically to local journalism. He was one of the Ten Outstanding Young Men (TOYM) in 2021 for his contributions to digital journalism.
Industry-academe collaboration
Another highlight is the discussion on the “Mismatch between Academic Foundations and Professional Public Relations Practices in the Philippines.” Conducted by the Marketing Lab of the San Beda University, the white paper and its findings will be presented by Professor Jojo Villamin, a prominent figure in Philippine tourism, hospitality, and marketing education.
“The future of PR will be shaped by universities and the profession working together to prepare students with the strategic, ethical, and practical skills they need to serve organizations and the public responsibly,” said PRSP president Ana Pista, APR. “PR education must prepare students for more than writing and securing publicity. It must develop critical thinking, ethical judgment, an understanding of stakeholders, and the ability to connect communication with organizational goals and public interest.”
Other sessions at the 33rd National PR Congress and their speakers are:
1. Architecture of Authenticity: Deconstructing the shift from fleeting viral clout to enduring corporate character – Roby Alampay, FVP / Head of Public Engagement, PLDT, and Co-Convenor, MAKIFiesta
2. From Creative Clout to Lasting Value: Building Filipino Creativity as a Global Economic Force – Malyn Molina, executive adviser for Creative Economy, ASEAN Business Advisory Council and President/COO of Eon Group
3. Cutting through Digital Noise: Vigilance via Media Literacy and Fact-Checking – Mon Isberto, APR, Consultant, Media Quest Holdings and Head, THINKAMuna Pilipinas
4. Beyond Vanity Metrics: Measuring the Real Impact of PR Storytelling – Manny Gonzales, Consulting Head and Strategy Director, Ogilvy Philippines; Germaine Reyes, President and CEO of Synergy Market Research and Strategic Consultancy, Inc., and Jeremiah Rodrigues, General Manager for Malaysia and the Philippines, CARMA
5. Agile Narrative, Micro Moments: Communicating in a Fragmented Media Landscape – Miko David, President, Digital Marketing Association of the Philippines and Managing Partner, David & Golyat
6. From Product Placement to Influencers Plotlines: The Evolving Partnership between PR and Content Creators – Jen Aquino, Managing Director, PROBE
7. Crafting Tomorrow’s Narrative: PR Strategies That Drive Social Impact and Define Brand Legacy – Philip Dy, President, Metrobank Foundation
8. From Fleeting Trends to Enduring Trust: Future-proofing PR practice – Past PRSP presidents Norman Agatep, APR; Yoly Crisanto, APR; Jika Dalupan, APR; Ritzi Ronquillo, APR; Andy Saracho, APR; Louie Sebastian, APR; Sonny Valencia, APR; and Ana Pista, APR – 2026 PRSP President Ana Pista, APR.
With our valued partners: Platinum Partner PMFTC Inc.; Silver Partners CARMA, Development Bank of the Philippines (DBP), DigiPlus, GGC Group Asia, International Container Terminal Services Inc. (ICTSI), Meralco, Pag-IBIG Fund (HDMF), and Pascual Laboratories, Inc.; Bronze Partner Grab Philippines; Corporate Partner SM Foundation, Inc.; Creative Agencies Grupo Agatep and Ardent Communications; Media Partners Daily Tribune, GMA Network, INQUIRER.net, and Nerve; and Raffle Partners Ajinomoto Co., Inc., Cebuana Lhuillier, CW Home Depot, Diamond Hotel Philippines, DivinaLaw, Monde Nissin Corporation, SEAOIL Philippines, Palawan Group of Companies, Sun Life Philippines, Universal Robina Corporation, and Watsons Philippines.
Interested in becoming a sponsor or partner? For sponsorship opportunities, please feel free to contact the PRSP Secretariat at prsp.rosemalantic@gmail.com.
Know more about the learning sessions for the two-day congress. Check the schedule here and reserve your seats today: https://app.glueup.com/…/steward-the-story-from-clout…/