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In a time when misinformation spreads faster than ever, Meralco’s Vice President and Head of Corporate Communications Joe R. Zaldarriaga is calling on all communication and PR professionals to step up and fight for the truth.

Speaking during a seminar organized by the Public Relations Society of the Philippines (PRSP), Zaldarriaga — who’s also a PRSP Board of Trustees member — urged his fellow communicators to be more critical, collaborative, and media-savvy to help stop the spread of fake news.

“In today’s digital age, it’s more important than ever to stay informed and united as communicators,” he said during his talk, Decoding Deception: Navigating the Era of Fake News.

Zaldarriaga stressed that boosting media literacy among communication professionals is key. “We need to make our peers more equipped to recognize misinformation. That way, we can lead with integrity, clarity, and ensure that truth prevails in our industry,” he added.

With nearly four decades of experience under his belt, Zaldarriaga has always been a strong advocate for responsible public relations and ethical communications. His message during the event was clear: truth isn’t just an ideal — it’s a responsibility, especially for those whose job is to inform and influence.

The seminar, titled Combating Fake News: Strategies for Brands, Media and Society, was hosted by PRSP — the country’s top organization for PR professionals committed to advancing the field and promoting ethical standards across the industry.