BUSINESS
Advocates Philippines
PR Pros, Influencers Urge Students: 'Be Real, Be Purposeful' In Storytelling
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MANILA, Philippines — Authenticity is the new currency of communication.
This was the key message at the 2025 National Student PR Congress and Grand Prix, where social media influencers and communications professionals encouraged future communicators to embrace authentic, purpose-driven storytelling in a world overflowing with online content.
Organized by the Public Relations Society of the Philippines (PRSP), the two-day event gathered students from various universities across the country for an immersive learning experience focused on the evolving landscape of public relations.
One of the highlights was the panel discussion titled “Live, Loud, and Sponsored: The Future of Influencer PR,” featuring Aboitiz InfraCapital Manager Franz dela Fuente, social media personalities Mark “Macoy Dubs” Averilla and Jako de Leon, and Meralco Vice President and Head of Corporate Communications Joe “Manong Joe” Zaldarriaga.
The panelists shared how meaningful and values-driven content can spark long-term partnerships between brands and creators—partnerships that go beyond transactional endorsements and instead build genuine connections grounded in shared purpose.
Zaldarriaga, a seasoned communications executive, also shared how storytelling has helped Meralco connect with the public on complex energy topics. He noted that simplifying technical concepts into engaging, relatable content allows consumers to better understand and appreciate the company’s work.
He also emphasized the power of digital platforms in helping organizations build trust and relevance.
Find your passion, be authentic, and look for what keeps you alive every day. Be true to yourself and find what you can contribute to society that will create a long-lasting impact,” said Zaldarriaga, who also serves as a PRSP Board Member.
The panel discussion further explored how content creation has evolved from simple endorsements to collaborative, passion-driven storytelling, aligning brands and influencers through shared values.
The National Student PR Congress and Grand Prix remains PRSP’s flagship student event, uniting aspiring PR professionals and educators for an experience of learning, collaboration, and competition—equipping the next generation of communicators to lead with authenticity and purpose.
This was the key message at the 2025 National Student PR Congress and Grand Prix, where social media influencers and communications professionals encouraged future communicators to embrace authentic, purpose-driven storytelling in a world overflowing with online content.
Organized by the Public Relations Society of the Philippines (PRSP), the two-day event gathered students from various universities across the country for an immersive learning experience focused on the evolving landscape of public relations.
One of the highlights was the panel discussion titled “Live, Loud, and Sponsored: The Future of Influencer PR,” featuring Aboitiz InfraCapital Manager Franz dela Fuente, social media personalities Mark “Macoy Dubs” Averilla and Jako de Leon, and Meralco Vice President and Head of Corporate Communications Joe “Manong Joe” Zaldarriaga.
The panelists shared how meaningful and values-driven content can spark long-term partnerships between brands and creators—partnerships that go beyond transactional endorsements and instead build genuine connections grounded in shared purpose.
Zaldarriaga, a seasoned communications executive, also shared how storytelling has helped Meralco connect with the public on complex energy topics. He noted that simplifying technical concepts into engaging, relatable content allows consumers to better understand and appreciate the company’s work.
He also emphasized the power of digital platforms in helping organizations build trust and relevance.
Find your passion, be authentic, and look for what keeps you alive every day. Be true to yourself and find what you can contribute to society that will create a long-lasting impact,” said Zaldarriaga, who also serves as a PRSP Board Member.
The panel discussion further explored how content creation has evolved from simple endorsements to collaborative, passion-driven storytelling, aligning brands and influencers through shared values.
The National Student PR Congress and Grand Prix remains PRSP’s flagship student event, uniting aspiring PR professionals and educators for an experience of learning, collaboration, and competition—equipping the next generation of communicators to lead with authenticity and purpose.
Nov 9, 2025
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