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It was a powerful moment for young communicators across the country as Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga took the stage at The Communications Olympiad, urging the next wave of storytellers to embrace not just innovation—but responsibility.

Speaking during the final day of the nationwide event, Zaldarriaga challenged the students to make the most of today's digital tools and platforms while staying grounded in the values that matter most: truth, transparency, and ethics.

“We don’t just inform—we have the ability to transform,” he emphasized, reminding students that communication is more than just crafting messages; it's about influencing mindsets and inspiring change.

The three-day Olympiad, co-organized by the International Association of Business Communicators (IABC) Philippines and COMCO School of Communications, drew students from across the Philippines—from Metro Manila to Antique and even the Cordilleras. It served as both a training ground and a stage for aspiring PR pros, marketers, and communication leaders.

As chairman of IABC Philippines himself, Zaldarriaga knows the stakes are high in today’s fast-paced, ever-evolving media environment. But he made it clear that he believes in the young talents ready to rise to the challenge.

“You are not just the future. You are the now. You are the hope of our profession,” he said. “The ones who will ensure that communication in the Philippines remains grounded in the basics—clarity, purpose, and, most crucially, ethics and truth.”

His message was clear: In a world where going viral can sometimes matter more than being right, next-gen communicators must choose to be both innovative and responsible. Because when you pair cutting-edge tools with strong values, that’s when real transformation begins.