27th PR Congress Tackles Philippine Communication Trends

In the 27th PR Congress, local and foreign speakers gather together for PRSP’s first 3-day digital conference. This momentous occasion will be held from February 17 to 19, 2020, with all talks happening virtually.

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Tackling Current PR Problems

PR plans postponed or canceled, budgets slashed, physical events became digital, and engagements limited. Meanwhile, the teams are working safely from home.

These are just some of the realities transforming the PR industry in the Philippines today.

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With the economy contracting and many businesses facing losses, shifts in priorities have pushed public relations to the back burner. As many PR companies in the country are small local operations, budget concerns resulting from activities being shelved and companies not renewing contracts are further tightening purses. The future is up in the air.

The 27th PR Congress

The upcoming 27^th National Public Relations Congress is the first of its kind. Happening while the Covid-19 pandemic is still on, everything will be done virtually. However, key ideas will still be exchanged in order to keep the industry afloat.

The 27th PR Congress will look into the state of the PR industry in the country as it shakes off the effects of the pandemic and gears up for the new year.

Spearheaded by the Public Relations Society of the Philippines (PRSP), it is going digital for the first time and will run for three days instead of the usual two.

Transcend: Conquering the Issues

With its theme of Transcend, the conference hopes to enjoin communication practitioners to contribute to addressing social issues and help with nation-building.

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The Local PR Industry

Kicking off the talks on the first day of the Congress is PRSP President Norman Agatep, APR. He will provide a glimpse into how the local PR industry was impacted by the pandemic, specifically the changes in the industry since the virus hit.

Moreover, he will tackle how communication practitioners responded to the effects of the lockdown and related restrictions. He will also show how agencies are getting back on their feet.

State of PR in Asia

Sessions on the state of PR in Asia and the world will follow, to be presided by Prof. May Lwin and Nitin Mantri, respectively.

Lwin is chair and professor of Communication at the Wee Kim Wee School of Communication & Information and a joint professor at the LKC School of Medicine at the Nanyang Technological University (NTU). She is also the director of NTU’s University Scholars Program. 

Meanwhile, Mantri is the president of the Public Relations Consultants Association of India (PRCAI) and has also been serving as the president of the International Communications Consultancy Organization (ICCO), a global provider of forums for the world’s best PR consultancies.

The first plenary sessions touching on the local, Asian and global PR sectors hope to provide attendees with a much more accurate picture of present-day industry realities.

Evolution of PR Practices

PR’s role in the new dynamic will be further examined in the talk by Ron Jabal, APR, CEO of PageOne Group. He will discuss how communication firms and practitioners can evolve their practice to better suit the changing business terrain. Moreover, he will touch on how PR narratives can better reflect new priorities.

The Shift to Digital

Rishad Tobaccowala, speaker and author of the best-selling book “Restoring the Soul of Business: Staying Human in the Age of Data,” will open the discussions on the second day with his talk on the shift to digital. He will discuss how this will define a new era for PR and engagement.

Tobaccowala, dubbed by Time magazine as one of five marketing innovators, will share his insights on how PR practitioners can embrace and optimize existing and new technologies to improve their practice.   

Personalizing Brand Messaging

Arun Sudhaman, CEO and editor-in-chief of PRovoke Media, formerly Holmes Report, will explore how to personalize brand messaging. He will discuss how practitioners can make the most of the multitude of platforms available to reach a wider audience. 

What Are the Critical Issues?

Critical issues shaping today’s narratives will take the spotlight on the last day of the 27th PR Congress.

In line with PRSP’s 2020 theme PR for Good, issues such as mental health, sustainability, equality and inclusivity, and leadership will be discussed.

Jane Fordham, a strategic people consultant, will discuss how to ensure mental health in the workplace.

For more information about the 27th National Public Relations Congress, visit the event website or Facebook page. You may also send an email to Lessa Azcarraga at lessa.azcarraga@ardent.com.ph.

About the Public Relations Society of the Philippines

The Public Relations Society of the Philippines is the country’s premier organization for public relations professionals. They have dedicated programs in professional development and continued learning, PR excellence, student PR education, social outreach and partnerships with institutions.

Annually, it confers the Anvil Awards, the Oscar of PR in the country, and holds the National PR Congress in September, the National PR Month.