Thought leaders, communication industry titans come together for 32nd National PR Congress

The biggest and most respected names in communication are coming together to put the PR industry’s most urgent questions front and center at the 32nd National PR Congress, happening September 11 to 12 at the Solaire Resort North.

Organized by the Public Relations Society of the Philippines (PRSP), the country’s largest PR gathering will bring together leaders from advertising, corporate communication, technology, sustainability, and academia to discuss the realities practitioners face in a fast-changing industry that is threatened by unparalleled disruption.

David Guerrero, Creative Chairman of BBDO Guerrero, will discuss the topic, “Million Dollar Question: Can you achieve big PR with a small budget?”He will examine how creative strategy and resourcefulness can deliver impact even when spending is limited. Carlo Ople, Chairman and CEO of Unbox Group of Companies, will delve into ethical questions regarding influencer partnerships with “Show Me the Money: Where’s the integrity in paid influence?”.

Miko David, Managing Partner at David & Golyat, will focus on showing and proving value to senior leadership in “What’s Your ROI? Defending your work’s worth to the C-suite”. Cliff Eala, CEO of BS World, will navigate the balance between automation and authenticity in “Data, Technology & the Human Touch: Finding the right balance”.

Panels will dive into enduring debates and timely concerns. Kantar Media Philippines’ Managing Director Jay Bautista, Carma’s Business Development Director Tina Tinio, and Media Meter’s CEO Doy Roque will take on “Perpetual Debate: Quantity vs. quality? Frequency vs. reach?”, a discussion on the metrics that matter most. In “Purpose for the Sake of Purpose: How authentic are cause-driven strategies?”, Dave Devilles of the Society of Sustainability Practitioners PH, Shawntel Nieto of Sustainability PH, and Harris Guevarra of Drink Communications will examine how brands can stay credible in their advocacy work. Kane Errol Choa, VP for Corporate Communications of ABS-CBN Corporation; Jingjing Romero, Independent PR Consultant; and, Ed Timbungco, APR, Part-time Professor at San Beda, will connect academia and the demands of the profession in “Mind the Gap: Aligning PR education and industry need”. Roby Alampay of PLDT, meanwhile, will tackle “People Power: How much control do consumers really have over my brand?”, a look at brand management in an age of empowered audiences.

“These topics are at the very core of the PR practice today,” said Norman Agatep, APR, PRSP Vice President-External and Chairman of the 32nd National PR Congress. “They reflect the real challenges we are facing, these are real questions that we are debating within the PR profession, and through these discussions, we aim to equip practitioners with the clarity and confidence to address them.”

With the theme “Plot Twist: Unraveling Today’s PR Paradox”, this year’s Congress will also highlight the profession’s need to evolve in step with rapid technological and societal change.

“Our work now demands fluency in both human connection and data-driven insight,” Agatep said. “This event is about finding the balance that allows us to remain relevant, credible, and impactful, no matter how the landscape shifts.”

PRSP President Ma. Luisa Sebastian, APR, underscored the value of coming together as a community.

“We’ve brought together stalwarts, innovators, and emerging voices to create a program that is as diverse as it is insightful. I encourage every practitioner to be part of these conversations, because the future of our industry will be shaped by the ideas we share and the commitments we make here,” Sebastian said.

Delegates can expect two full days of thought-provoking sessions like these and many more. Seats may be booked at https://bit.ly/32ndprcongress. Tickets are priced at ₱11,000 for PRSP members, government, and academe; and ₱13,000 for non-members. Groups may also avail of the 10+1 promo for ₱130,000.

Organized by the PRSP, the 32nd National PR Congress is supported by the PMFTC, Development Bank of the Philippines, PLDT Home, International Container Terminal Services, Inc., Meralco, Pag-IBIG Fund, Daily Tribune and GMA Network.