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Reputation management goes beyond crisis control—it is a core business strategy. This was the key message from communications leaders during the 32nd National PR Congress organized by the Public Relations Society of the Philippines (PRSP).

In a panel titled “By the Number: Putting a Value to Reputation and Relationships,” PRSP Board Member and Meralco Vice President and Head of Corporate Communications Joe Zaldarriaga emphasized that organizations must view reputation as a deliberate business priority.

“Reputation is not a byproduct. It is a business strategy. And relationships are not just about access. They are about authenticity, accountability, and alignment,” Zaldarriaga said.

He was joined by industry leaders Marzie Marzan, Co-founder and CEO of Alpas Consultancy; Nina Franco, Country Manager of Brand Finance; Toff Rada, Maya Head of Corporate Affairs; and Richard Arboleda, Country Communications, Government Affairs & Market Access Head of GSK.

The discussion centered on how communication professionals can evolve as risk mitigators, strategic advisors, and builders of trust—roles that are increasingly critical in today’s complex business landscape.

Zaldarriaga also highlighted that reputation is not just tested in times of crisis but shaped every day through the decisions organizations make. With nearly four decades of experience, he is recognized as one of the country’s most trusted voices in corporate communications and public relations.