BUSINESS
Advocates Philippines
Meralco Exec Urges Communicators: Use AI Responsibly And Champion Meaningful Causes
Contributed Photo
In a rapidly evolving industry, communication professionals hold immense power—not just in shaping narratives but also in driving real change. That was the key message from Joe R. Zaldarriaga, Meralco’s Vice President and Head of Corporate Communications, as he addressed fellow professionals at the IABC Asia Pacific Fusion Conference 2025 in Mandaluyong City.
Zaldarriaga, who also chairs IABC Philippines, emphasized that while artificial intelligence (AI) and data-driven strategies are transforming the communications field, they must be wielded with responsibility and ethics. He highlighted the crucial role communicators play in fighting misinformation and upholding integrity in an era where fake news spreads faster than ever.
“Combating fake news has been my long-standing advocacy within IABC Philippines—a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust—fundamental pillars of our profession,” Zaldarriaga stated in his opening remarks.
More Than Just Business: The Need for Meaningful Advocacy
The two-day conference tackled major challenges in the industry, from bridging generational gaps to overcoming organizational apathy and managing change effectively. But beyond navigating these hurdles, Zaldarriaga urged communicators to focus on creating deeper connections with their audiences—connections that drive positive impact.
“As communicators, we must go beyond just discussing business. We must take a stand on the issues that matter,” he said, citing Meralco’s advocacy for animal welfare as an example of how corporations can engage in meaningful causes.
The Bigger Picture: Communication as a Force for Good
The IABC Asia Pacific Fusion Conference 2025, held at EDSA Shangri-La Manila on March 17-18, brought together communication professionals from across the region to exchange ideas and shape the future of the industry. As a global network, IABC continues to champion best practices that foster trust, authenticity, and innovation in communication.
Zaldarriaga’s call to action was clear: embrace AI, but do so responsibly. And more importantly, use communication as a tool for real, lasting impact—whether that’s fighting misinformation, standing up for important causes, or simply making sure that the messages we put out into the world truly matter.
Zaldarriaga, who also chairs IABC Philippines, emphasized that while artificial intelligence (AI) and data-driven strategies are transforming the communications field, they must be wielded with responsibility and ethics. He highlighted the crucial role communicators play in fighting misinformation and upholding integrity in an era where fake news spreads faster than ever.
“Combating fake news has been my long-standing advocacy within IABC Philippines—a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust—fundamental pillars of our profession,” Zaldarriaga stated in his opening remarks.
More Than Just Business: The Need for Meaningful Advocacy
The two-day conference tackled major challenges in the industry, from bridging generational gaps to overcoming organizational apathy and managing change effectively. But beyond navigating these hurdles, Zaldarriaga urged communicators to focus on creating deeper connections with their audiences—connections that drive positive impact.
“As communicators, we must go beyond just discussing business. We must take a stand on the issues that matter,” he said, citing Meralco’s advocacy for animal welfare as an example of how corporations can engage in meaningful causes.
The Bigger Picture: Communication as a Force for Good
The IABC Asia Pacific Fusion Conference 2025, held at EDSA Shangri-La Manila on March 17-18, brought together communication professionals from across the region to exchange ideas and shape the future of the industry. As a global network, IABC continues to champion best practices that foster trust, authenticity, and innovation in communication.
Zaldarriaga’s call to action was clear: embrace AI, but do so responsibly. And more importantly, use communication as a tool for real, lasting impact—whether that’s fighting misinformation, standing up for important causes, or simply making sure that the messages we put out into the world truly matter.
Mar 18, 2025
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