PR should contribute to nation building–Sereno

“Practitioners of the craft are responsible, in no small part, to the state of the Philippine society, or more accurately, to the state of the Filipino mind,” thus declared Chief Justice Ma. Lourdes Sereno when she opened the 22nd National PR Congress at the Hotel Intercontinental Manila in Makati City. 

Sereno challenged public-relations practitioners to live an authentic life and shared her “show not tell” principles with the delegates: “One who chooses an authentic life of integrity cares little for the world’s regard, but as a servant of the public, a higher level of accountability to a spiritual realm is required; authentic work needs time to prove its right to speak but once it speaks, it can speak effectively over time; authenticity means not being defensive about flaws, deficiencies and even mistakes; and it is only in seeking to be authentic that we can make sense of life and its meaning.”

PRSP President Bong Osorio welcomed the 200 delegates from all over the country representing corporate, government, and academe and civil-society organizations. He said, “today’s consumers look for two things in brands or companies: authenticity and social consciousness.” He added that “good companies must go beyond merely being good; they must have authenticity, which covers the concepts of honesty, uprightness, ethics, and quality integration with society and a strategy aligned with it.”

Air Asia Chairman Maan Hontiveros led the series of sessions, opening with “Show how to keep calm,” a case study on handling crisis. This was followed by Vicky Wieneke of Kabisig, who talked about “Showing how to give hope” on the battle against malnutrition. Vice President and Chief Strategy Officer of McCann Worldgroup Philippines Gino Borromeo presented to the delegates “Show how to share happiness,” a case study on social investment by Coca-Cola Philippines and the Filipino family. Skills sessions were led by Ms Kankan Ramos-Lim, Social Marketing director of Havas-Media Ortega on “Show how far you go” with a good social media plan, and Ron Jabal, PRSP chairman, ANVIL awards 2015, on “Show how it is done,” the ANVIL way.

PRSP is the country’s society of public-relations practitioners, both in the private and public sectors, as well as academe and civil-society organizations; Its annual national congress covers new developments and trends in public relations. September has been declared PR month and it is at this time that PRSP launches its most prestigious ANVIL awards, an icon in the field of communications.

The second day will cover public relations in the age of Asean integration led by Prita Kemal Gani, chairman, Asean PR Network: “Show how the Asean consumer is worth the world’s time and effort” by Nielsen Managing Director Stuart Jamieson; “Show how to connect with Asean consumers” by Echo Sustainable Lifestyle Co-founder and Director Jeannie Javelosa. In the afternoon session, 8890 CEO Jesus Atencio will “Show how business can be for common good” with a narrative on socialized housing while Senior Adviser of Strategic Consumers and Media Incites Jay Bautista, will present “Show how to get away with multiscreen audience.” NBI Assistant Chief Victor Lorenzo will end the two-day Congress with his piece “Show how to keep safe in the cyber age.”