Steward the Story: Breaking Boundaries and Anchoring National Discourse
Ana Ruby Pista, APR
President, PRSP
Presidential Update – June 2026
Dear Members,
The month of June marked a decisive turning point for our Society. If the first two months of our term were dedicated to outlining the philosophy of “stewarding the story,” June was the month we built the physical and strategic infrastructure to carry that message across the entire archipelago.
We formally launched our national expansion initiative, Steward the Signal. For far too long, the public relations landscape in our country has been criticized for being overly Manila-centric. This month, we shattered that mold. Through focused, boots-on-the-ground alignment meetings, strategic university partnerships, and high-level collaborations with regional media leaders and enterprise partners, we have begun building a unified, nationwide front for trustworthy, future-proof communications.
From securing our long-term presence in the Visayas to sitting down with industry giants to redefine how generational shifts affect media literacy, PRSP is actively ensuring that our national conversations remain deeply authentic, ethical, and inclusive.
Here is how we advanced our mission this June.
June Highlights
- The Launch of “Steward the Signal: PRSP Goes to Cebu” (June 17)
We officially announced our historic regional expansion across our digital networks, signalling our commitment to reach and upskill communication professionals nationwide. Scheduled for July 2–3, 2026, at Southwestern University (SWU) PHINMA, this two-day activation will bring PRSP’s communications blueprint to the Visayas.
- Day 1 (July 2): MAKI+FIESTA – A completely free media and content festival gathering regional creators, journalists, and communicators to decode impactful narrative building.
- Day 2 (July 3): Steward’s Edge Professional Development Training – A high-level, corporate upskilling masterclass tailored for regional practitioners, followed immediately by the afternoon PR Caravan to mentor public relations professionals in the Visayas. Our deep gratitude goes out to our regional co-stewards enabling this signal: PLDT, Inc., Smart Communications, Inc., Globe Telecom, the Philippine Information Agency (PIA), and SWU PHINMA.
- Establishing the Visayas Satellite Network (June 24, PARQAL)
To ensure our regional expansion is permanent and sustainable, I sat down for a crucial alignment meeting with veteran communications leader Doris Isubal-Mongaya of PRWorks at PARQAL, Aseana City. We are working toward integrating regional media and corporate communications practitioners into the fold. This framework creates a continuous, systemic pipeline from Manila to Cebu, with Mindanao to follow. - PMFTC x PRSP Alignment (June 25, The Finance Centre)
Advancing our regional footprint requires intentional enterprise support. I met with representatives from PMFTC, Inc. to outline PRSP’s long-term expansion to Visayas and Mindanao. During our alignment, we connected PRSP’s anti-misinformation advocacy with PMFTC’s corporate battle against illicit trade, demonstrating how false narratives directly destabilize critical market sectors. - Speaker Feature for PANA Brand Academy (June 26, AIM Conference Center)
I had the privilege of serving as the guest lecturer for the Philippine Association of National Advertisers (PANA) Brand Academy at the AIM Conference Center. Speaking to an audience of marketers and brand builders, my session, “The New Reality of PR: Navigating AI, Misinformation, and Brand Trust,” dismantled the emerging risks of synthetic media. I emphasized that while automated analytics can accelerate deployment, long-term brand equity relies entirely on full transparency, newsroom-style crisis agility, and keeping ethical storytelling at the center of the customer relationship. - Alignment with MediaQuest for THINKaMuna MIL Initiative (June 18, Meralco Lighthouse)
In an in-depth discussion at the Meralco Lighthouse, PRSP met with the leadership teams of MediaQuest and THINKaMuna to collaborate on the media and information literacy (MIL) initiative. Our discussion yielded profound insights into shifting consumer cultures. Recent local and international research shows that Gen Z digital natives are developing a highly discerning, community-driven consumer culture. They reject traditional “hard-sell” corporate marketing, effortlessly spot AI-generated content, and demand authentic quality over mainstream brand status. - 2nd GMM: Media Literacy and Critical Discourse Analysis (June 22, Rockwell Center)
Our second General Membership Meeting at Palm Grove, Rockwell Center, brought our community together to focus on the psychological and social weight of corporate language. Keynote speaker Pola del Monte (renowned digital editor, “Miss Chief Editor”) delivered a masterclass on using Critical Discourse Analysis (CDA) in public relations. Pola challenged us to look at text choices, discursive frameworks, and social practices, reminding us that language is a form of “social engineering” that can either empower or marginalize. She also touched upon crisis communications, noting that contemporary audiences look for human character development and genuine transparency over rigid, templated corporate holding statements. - Norman Agatep, APR, Elected Global Alliance Treasurer (June 18)
The global influence of Philippine public relations reached a spectacular new peak. We proudly celebrate the election of our very own Norman Agatep, APR, as the global Treasurer for the Global Alliance for Public Relations and Communication Management. This milestone solidifies the Philippines’ powerhouse status within international communications governance. Norman joins me on the global stage, where I continue my active term as the Global Alliance Regional Board Director for Digital and Communications, and Chair of Students & Young Practitioners Month. Together, we are ensuring that the unique brilliance, cultural intelligence, and ethical standards of Filipino communicators guide global public relations policies. - Building Up the MAKI+FIESTA (June 17, UP Fonacier Hall)
In preparation for our Cebu deployment, I presented the Steward the Signal proposal to the MAKI+FIESTA Co-Convenors, including PumaPodcast, Fyt, PROBE Productions, and the UP System. We secured their collaborative commitment to fly to Cebu and join forces with PRSP on July 2, bringing together a diverse mix of journalism, independent media production, and strategic public relations under one roof at Southwestern University. - Remembering Mandy Navasero (June 5, La Funeraria Paz)
It was with a heavy heart that the Society gathered at La Funeraria Paz to pay our collective respects and honor the life and memory of Luz Amandolina “Mandy” C. Navasero. As a veteran photographer, photojournalist, travel writer, mentor, and dedicated past board member of PRSP, Mandy spent her life capturing truth and inspiring generations of visual storytellers. We thank her for her beautiful, long-standing service to the Society. Her legacy remains a vital chapter in the history we steward. - Commemorating Independence Day (June 12)
On Philippine Independence Day, PRSP released a national social media message reflecting on our beautifully diverse archipelago. From Luzon to Mindanao, we reminded our community that as communicators, we share exactly one story to steward. We honored the practitioners, journalists, and corporate storytellers working daily to keep our national conversations real, open, and free from synthetic manipulation. - Call for APR Applications (June 26)
The window is officially open for our next roster of Accredited in Public Relations (APR) professionals. If you possess five or more years of consecutive PRSP membership and are ready to prove your strategic competence, we challenge you to earn the industry’s highest mark of professional respect. The newly certified roster will be honored on stage at the upcoming National PR Congress. - Early Bird Registration for 33rd National PR Congress (June 29)
Secure your place at the country’s most definitive communications event, happening on September 17 and 18, 2026, at Solaire Resort North. Under this year’s theme, “Steward the Story: From Clout to Legacy,” we will dissect our collective responsibility as guardians of corporate reputation in an automated world. Special discounted early bird rates are available until July 15, 2026.
Incoming Initiatives and Next Steps
- VisMin Operational Deployment (July 2–3)
Our immediate focus shifts to execution on the ground in Cebu, ensuring our professional development and media festival models set a strong benchmark for our upcoming Mindanao launch. - Proposal Submissions for PMFTC and MediaQuest
Following up on our June alignments, we are finalizing specific project frameworks and proposal items by the end of the month to secure our long-term corporate sponsorships for August and September. - PRSP Academy Infrastructure
Ongoing internal meetings with the PIA and the Creator and Influencer Council of the Philippines (CICP) are wrapping up to align our training modules with contemporary corporate needs.
Thank you for your tireless energy as we expand our signal across the islands. By breaking out of our traditional boundaries, we ensure that our stories remain authentic, inclusive, and profoundly human.
Yours sincerely,
Ana Ruby Pista, APR
President, 2026–2027
Public Relations Society of the Philippines