The 31st installment of the annual event aims to help shed light on developments that impact the communication profession
The 31st National Public Relations Congress, the premier learning and networking event for the local PR industry, is set to take place on September 26-27 at The Manila Hotel. This year’s theme, “Into the Unknown: Communication in the Time of VUCA”, focuses on navigating the volatility, uncertainty, complexity, and ambiguity that shape today’s landscape and demands innovative, agile communication strategies.
The event will kick off with an address by Norman Agatep, President of Grupo Agatep and Chair of this year’s PR Congress, followed by a keynote from Merlee Jayme, Chairmom and Founder of The Misfits Camp, who will explore how artificial intelligence (AI) cannot replace the human touch in communication. Jay Bautista, Managing Director of Kantar Media, will follow with insights on how media consumption trends can illuminate the dynamics of today’s multi-generational society.
Day 1 will also feature talks from several esteemed speakers, including Goddes Hope Libiran, Undersecretary of the Department of Budget and Management, who will discuss crisis response in public service; Robert Labayen, Head of ABS-CBN Creative Communications Management, on using entertainment for meaningful audience engagement; and Melvin Mangada, Chairman and Chief Creative Officer of TBWA\Santiago Mangada Puno, who will tackle cancel culture and how brands can turn boycotts into “buycotts.”
Two panel discussions will highlight Day 1. The first, moderated by Kane Errol Choa, VP of ABS-CBN Integrated Corporate Communications, will cover stakeholder communication in the age of social media, AI, and Web3. The second panel will focus on how brand reputation is influenced by various external stakeholders.
On Day 2, Cliff Eala, CEO of BS Works, will kick off with a keynote on how data and behavioral sciences can enhance communication strategies. Synergy Market Research + Strategic Consultancy President and CEO Germaine Reyes will then discuss how brands can use statistics to create meaningful narratives.
Additional sessions will include India’s School of Communications and Reputation Dean Hemant Gaule on AI’s impact on PR; Philip Tiongson, Head of Data & Analytics at Havas Media Philippines, on generative AI; and Global AI Council Country Director Catz Jalandoni on the intersection of ethics and AI in PR.
Two more panel discussions on Day 2 will focus on mastering emerging platforms and the future of PR in the age of AI, featuring leading industry figures. The congress will close with a discussion moderated by Michelle Orosa-Ople of Ripple8, with key insights from PAGEONE Group’s Ron Jabal, PRSP President Andy Saracho, and others.
Supported by sponsors such as DigiPlus, PLDT Home, and BDO, and media partners including GMA Network and BusinessWorld, this year’s Congress will provide valuable insights into the future of public relations in a VUCA world.
For more information, visit https://app.glueup.com/event/into-the-unknown-114688/.
