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In a strong call to action, Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga has tasked the next generation of communicators—Gen Z—to become the primary champions of media literacy and actively take on the challenge of combating fake news.

Speaking to an audience of communication students and faculty at Far Eastern University (FEU), Zaldarriaga—a long-time media literacy advocate—didn't just share war stories; he offered practical, hands-on strategies. The goal was to equip students with the skills they need to spot, challenge, and ultimately stop the spread of lies and misinformation online.

"Your voice matters just as mine matters. Your choices online matter," Zaldarriaga stressed during his talk, titled "Countering Misinformation and Disinformation in Digital Media." He added, "And together, we can make responsible communication trend again. We all need to collaborate because upholding credibility is everyone’s responsibility." It's a clear message: fighting digital deception isn't a task for a select few; it's a collective effort.

The session was part of the "FEUling PRide: Charging Ahead in Public Relations" seminar, which the FEU Communication Society organized in partnership with the Public Relations Society of the Philippines (PRSP).

Zaldarriaga, who also serves as a PRSP Board of Trustee, underscored a critical point: media literacy is no longer a niche subject—it's an essential life skill.

"Some schools have already taken steps to teach students how to spot fake news. With the right support, more young people—especially in vulnerable communities—can gain access to this critical knowledge,” he noted.

He also applauded FEU’s proactive move to connect students with industry leaders. This collaboration, he believes, is key to sharpening students’ critical thinking, allowing them to discern credible information from noise, and fostering genuine responsible digital citizenship.