The Public Relations Society of the Philippines (PRSP) tackled the uncertains and possibilities brought about by AI in communications
Due to continuous and unprecedented advancements in technology, professionals in communication-related fields constantly find themselves amidst a dynamically changing landscape where they are forced to adapt or risk getting left behind.
To help communication professionals thrive in this era of constant disruption, the Public Relations Society of the Philippines (PRSP) went with VUCA – volatility, uncertainty, complexity, and ambiguity – as the focus of the 31st National Public Relations (PR) Congress, held last September 26 and 27 at The Manila Hotel Tent City in Manila.
Pursuing the theme “Into the Unknown: Communication in the Time of VUCA,” the event tackled numerous topics affecting the public relations industry, through relevant and meaningful discussions led by some of the biggest names in communication.
Among the topics discussed during the event was artificial intelligence (AI), specifically generative AI (GenAI) and how the emerging technology is changing the workplace for professionals in communication-related industries.
“We use AI to help us analyze and sift through tons of data in order to arrive to a deep insight of the consumer. This helps creatives come up with a compelling story,” said Tats Cruz, chief creative agencies officer at Publicis Groupe Philippines. “Personalization adds to the authenticity of the brand and the stories that we tell, so let’s not be afraid of data and tech. Let’s embrace it and find that synergy where creativity, data, and tech can work together.”
“Instead of fearing AI, we can use it to our advantage, pushing the boundaries of what we can do creatively and opening the door to bigger, greater possibilities,” said Misfits Camp chairmom and founder Merlee Jayme. “With AI, and technology in general, we must embrace, learn, and see how it enables us to create better ideas, better solutions, and better stories.”
Aside from AI, other key topics tackled were crisis management in public service, cancel culture and its place in Philippine society, gaining back control of public narrative by leveraging data, using data science to influence consumer behavior and devise meaningful narratives, and more, presented by top experts in Philippine advertising and PR.
Additionally, as part of the program, the PRSP announced the launch of the 60th Anvil Awards, the most prestigious public relations awards in the Philippines. The PRSP also held a conferment ceremony for the newest batch of practitioners accredited in public relations (APR).
This annual gathering of advertising and PR professionals in the country is a golden opportunity to delve into relevant and emerging topics in the field, as well as sharpen their existing skills and knowledge, ensuring globally competitive and efficient communication practitioners.
“In a volatile, uncertain, complex and ambiguous world, the norm for communicators to set the agenda and control the narrative is no longer so easy. When confronted with change and adversity, there are always two options: we can shut ourselves off, or we can venture forward even if it leads to who knows where,” said Norman Agatep, this year’s PR National Congress chairman, and chairman and CEO of Grupo Agatep.
“This year’s National PR Congress committee provides invaluable assistance and insights into how the rapid technological advancement of AI is redefining who we are, the work that we do, and how we can harness it, so that as humans, we still have skill in the game,” added Andy Saracho, president of PRSP.
The National Public Relations Congress is one of the flagship programs of the Public Relations Society of the Philippines, the oldest and most respected organization of PR practitioners in the country. This year’s Congress was made possible with the support of DigiPlus and PLDT Home as Platinum Sponsors; BDO, Development Bank of the Philippines, EastWest Bank, and San Miguel Corp. as Silver Sponsors; and BPI, DDB Group, GlueUp, Meralco, Metrobank Foundation, SM Foundation, Philippine Veterans Bank, and PhilCare as Bronze Sponsors.
Also supporting the event are Pag-IBIG Fund, Philippine Deposit Insurance Corporation, Crowne Plaza Manila Galleria, Grab, Jollibee Foods Corp., Pascual Laboratories, URC, Watsons, and Intellicare. Official media partners are GMA Network, BusinessWorld, Nerve/Rappler, The Daily Tribune, and The Philippine Star. Official Digital OOH Partner is DOOH Philippines, Inc. – Rappler.com
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