Well-crafted plan essentialfor effective communication — PRSP exec

In a rapidly changing environment, communications professionals need to ensure that their plans not only strengthen crisis communications, strategic communications, and media relations initiatives but also improve stakeholder management capabilities.

Meralco vice president and head of corporate communications Joe R. Zaldarriaga stressed the importance of a well-crafted communications plan for effective communication during the third General Membership Meeting of the Public Relations Society of the Philippines or PRSP on Tuesday.

Finding common ground

"Beyond work-related interactions, finding a common ground with your stakeholders is one of the most effective ways to humanize a professional relationship," Zaldarriaga, who also sits as PRSP Trustee, said.

"Relationships are the bedrock of effective stakeholder management. Think in terms of years, not days or weeks."

High integrity

Zaldarriaga also stressed that the most important value he has developed as a communicator is integrity.

"As communicators, our words reflect our character and the brands that we represent, which makes integrity a crucial value to have. Integrity distinguishes us from the rumormonger and brings dignity to the profession of communications and public relations," he said.

Expertise

Aside from stakeholder management, Zaldarriaga's expertise also covers communications strategy, media relations and crisis communications.

Currently, Zaldarriaga also serves as the chairman of the International Association of Business Communicators Philippines and writes opinion columns for The Philippine STAR and the Philippine News Agency. He was a former columnist for the Daily Tribune.