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Reputation is no longer just about image—it has become a powerful force in influencing public policy and business decisions.

Communications leaders recently gathered to underscore how trust and credibility now play a critical role in shaping not only public perception but also regulatory and policy outcomes. In an environment where companies face increasing scrutiny, they said reputation must be treated as a core leadership priority rather than a supporting function.

During an industry reception organized by CARMA Philippines, Joe R. Zaldarriaga, Vice President and Head of Corporate Communications of Meralco, urged executives to rethink how they approach reputation management.

Zaldarriaga emphasized that reputation should not be confined to a communications department. Instead, he said it must be embedded into leadership strategy and reflected in everyday actions, corporate values, and organizational culture. For him, reputation is built through consistent behavior—not just carefully crafted messaging.

Joining the discussion was Richard Arboleda, Corporate Communications and Public Affairs Director of JTI Philippines and Vice President of IABC Philippines. The two shared insights on how companies can effectively manage public trust while balancing regulatory expectations and business realities, particularly during moments of intense public scrutiny.

They highlighted the importance of transparency, empathy, and a clear public-service orientation in safeguarding corporate credibility. According to the speakers, organizations that anchor their decisions on values and accountability are better equipped to navigate challenges and maintain stakeholder confidence.

With nearly four decades of experience in corporate communications, public relations, advocacy, and crisis management, Zaldarriaga remains one of the most respected figures in the field. The message from the gathering was clear—reputation today is not just about perception, but about responsibility and leadership.