Tighter budgets are reshaping the practice of public relations, the rise of paid influence, and the growing power of consumers.
These tensions take center stage at the 32nd National PR Congress on September 11 to 12 at Solaire Resort North, where the country’s top communicators will gather to debate the profession’s most pressing questions.
Organized by the Public Relations Society of the Philippines (PRSP), the two-day event carries the theme “Plot Twist: Unraveling Today’s PR Paradox,” reflecting how practitioners must balance human connection with data-driven insight in an era of disruption.
David Guerrero of BBDO Guerrero will explore whether creativity can deliver significant PR on limited budgets, while Carlo Ople of Unbox Group will tackle the ethical complexities of influencer partnerships.
Miko David of David & Golyat will address the challenge of proving PR’s value to corporate leaders, and Cliff Eala of BS World will explore how automation and AI can coexist with authenticity.
Panels will expand the discussion to address industry-wide dilemmas, including metrics that matter most, the credibility of purpose-driven strategies, bridging the gaps between PR education and industry needs, and whether brands still hold power in an age of empowered consumers.
“These topics are at the very core of PR practice today. They reflect the real challenges we are facing. Through these discussions, we aim to equip practitioners with the clarity and confidence to address them,” said PRSP vice president-External and chairman of the Congress Norman Agatep.
PRSP president Ma. Luisa Sebastian added that the Congress is both a reckoning and a rallying point.
The 32nd National PR Congress is supported by PMFTC, Development Bank of the Philippines, PLDT Home, International Container Terminal Services, Inc., Meralco, Pag-IBIG Fund, Daily Tribune, and GMA Network.
