WE are at this time a divided nation. The divisiveness is apparent in social-media sites where many groups and individuals sow animosities instead of unity. Filipinos nowadays hardly have one voice on issues affecting their everyday life.
Some people simply dismiss it as democracy working. More and more hugoteras, aside from the perennial complainers, are on the rise. Do we blame it to so much freedom (of speech) we enjoy nowadays? Or it is just becoming the trend among the millennials and “feeling millennials”? Or do we blame it to our communicator experts who are supposed to handle things to make them “good and beautiful”?
The Public Relations Society of the Philippines (PRSP) believes this is the best time to face the issue heads on. After all, PRSP has, for years, been on the lookout for solutions aimed at ensuring truth in the practice of communication. And with the advent of new platforms that provide quick access to information, the PRSP is taking concrete steps against false information and is calling for unity among communication professionals in support of truth.
PRSP is the country’s premier organization for public relations professionals. Established on February 19, 1957, its roster is composed of practitioners who represent business and industry, the government, nonprofit organizations, foundations, entrepreneurs and the service sector.
The organization will hold its 25th National PR Congress on September 27 and 28, 2018, partly themed “Truth or Trolls: PR in the Age of Disinformation,” in celebration of National PR Month which is based on Presidential Proclamation 1357 signed by then-President Gloria Macapagal-Arroyo.
The country’s biggest gathering of PR and communication professionals, the 2018 Congress, reaffirms the role of PR and communication professionals in establishing harmonious relationships based on truth and authenticity. This year’s celebration of the National PR Month also intends to make content scrutiny the public’s responsibility and media literacy a government priority.
“By attending the Silver PR Congress, we aim not only for delegates of diverse generations and industries to reaffirm the role of PR in building strong, trust-based relationships but also to turn this time into an opportunity for us to be agents of positive change in service of society,” PRSP President Ritzi Villarico Ronquillo, APR, said.
Ronquillo, whose practice spans over 35 years in the communication and public relations profession, also added that the hugoteras and hugoteros are now on the loose due to nonclosure of many issues: Maraming hugot kasi walang closure.
“The new media has empowered democracies all over the world through its amplification of free speech. Unfortunately, some are abusing this communication innovation for interests that benefit them solely. The rise of propaganda machinations online such as trolls and lie peddlers is tearing societal fabric as we know it. This makes it even more crucial for communicators such as PR professionals to continue championing authenticity and accuracy. We must try to make truth everybody’s business,” Ronquillo said.
Thus, the group’s 2018 congress is just as timely.
National PR Congress Chair Cherie Mijares, APR, said, “Years of experience in the industry have taught us one lesson: To consider oneself as an effective communicator, one must be able to gracefully adapt in an agile environment without compromising values and quality of work. For the Silver PR Congress, it is time to face rapid advancements in technology and media consumption and negotiate the challenges of a post-truth society while upholding truth, integrity and authenticity.”
The PR Congress will gather seasoned public relations and communication practitioners such as Global Alliance of Public Relations and Communication Management Chairperson José Manuel Velasco, Institute of Corporate Directors CEO Dr. Alfredo Pascual and Supreme Court Senior Associate Justice Antonio Carpio to discuss the latest trends and issues concerning the PR industry. It will also tackle ethics and governance in PR, identifying fake news, battling bashers, metrics for PR and other trends impacting the PR landscape.
“The National PR Congress is not only an avenue for sharing innovative and effective communication practices, but also a space for spurring conversation about matters that concern the industry and the nation as a whole. The Congress will reevaluate the role of PR in building trust and communicating the truth in today’s society,” Mijares said.
Since its establishment 61 years ago, PRSP continues to be the guiding body of Filipino communicators and PR practitioners. Aside from the PR Month celebration, PRSP also stages the Anvil Awards, considered the “Oscars” of public relations. The awards are given for excellence in public-relations programs and tools in two major categories, which include several sub-categories. It is awarded by a multi-sectoral jury to the best in the past year.
Another major PRSP award is the “Gawad Panday,” which recognizes an individual’s significant contributions to the public relations profession. The programs’ honored set of standards of excellence for the practice of public relations and the individuals receiving the awards serve as role models for other public relations professionals.
More than just uniting the country’s communicators and PR practitioners, PRSP intends to live up to the very DNA which it was created for: Promoting professional integrity based on sound and ethical practice.