The advent of lightning-quick technology and social media made divisiveness and deception a daily fare, countered only by presenting accurate information and skillful communication skills.

In this field exists the rare breed of people who have communication skills as second nature.

Meralco vice president and head of corporate communications Joe Zaldarriaga has been a refreshing personality for electricity users who contend daily with budgeting their income to set aside enough for their monthly electricity bills.

Manong Joe as he is known to many who wait for his regular reports on electricity prices, is a dependable presence that eases the tension among consumers faced with rising prices.

In his words, Zaldarriaga indicated that communication experiences over the years have drastically changed to adapt to fast-paced lifestyles.

From e-mails to video calls, he indicated communication has never been more accessible and dynamic across all age groups.

As a public communicator for nearly 40 years, he had seen and adapted to the many shifts and changes in the communications landscape.

Among his several distinctions is a marker celebrating his 35 years of service at Meralco as the “Tagapaghatid ng Liwanag.”

“From my early days when I started in 1989, I was guided by remarkable mentors who shaped the Joe Zaldarriaga that I am today which meant facing literal and figurative storms — restoring power after typhoons, navigating EPIRA’s (Electric Power Industry Reform Act) challenges in 2001, and uniting against the threat of takeover in 2008. These moments tested our resilience and strengthened our collective purpose,” Zaldarriaga stated in his address to receive the award.

Zaldarriaga recounts often encountering the question of what is the best part of his career.

His ready answer is simple which is “the privilege to serve.”

“Serving Meralco customers 24/7, earning the trust of media and stakeholders, and ensuring the public sees us as a reliable partner in their lives — this has been my mandate for 35 years. I’d like to believe we’ve made great strides,” he pointed out.

I am deeply grateful to have spent my career in Meralco, a company that genuinely cares for its employees. This journey has taught me that the true measure of success lies in service and purpose. As I look back, I’m filled with pride — and as I look forward, I’m excited for Meralco’s even brighter future. 

An exciting age

He described the digital age that the world is in as the most exciting and challenging period in history.

“The ever-evolving myriad of tools enhance the way communicators like me do our jobs,” he indicated.

Among his aspirations is to open a deeper discussion with fellow communicators and public relations (PR) practitioners on the impact of digitalization on cultivating and nurturing valuable professional relationships.

“In this hyper-digital world, the challenge for public communicators has shifted from getting our message across to fostering meaningful connections. While our communication tools are constantly evolving, the foundations of our messages remain the same: truth and integrity,” Zaldarriaga underscored.

As the official spokesperson of Meralco and head of its Corporate Communications, Zaldarriaga said he imbibed early on in his career the importance of truthful communications and providing value to stakeholders. Fostering meaningful professional connections should go beyond work-related communications.

For Zaldarriaga, relationships are the bedrock of effective stakeholder management.

Drawing from decades of being in the business of putting the right messages across, Zaldarriaga has thus advice: “In building one’s network, communicators should think in terms of years, not days or weeks. And while emails and online messaging are useful for sustaining connections, face-to-face meetings are still the most effective when it comes to building one’s network.”

Old school’s disciple

“It might seem old school but I have learned this early on — communication becomes more effective when there is interaction,” according to the veteran communicator.

To him, the added value is in the time and effort, the sincerity, to go above and beyond one’s laptop or mobile phone to get a message across and ensure that it is appropriately received.

For him, technology and digital tools should boost stakeholder management, not limit it.

Another value that he highlighted during his many talks with fellow messengers is the importance of integrity.

“Our words as communicators 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 explained.

In his line of work, Zaldarriaga is often required to talk and explain to people of different backgrounds.

“While I tend to talk a lot, I also work hard to listen so I can be better at my profession, gain more perspectives, and develop meaningful relationships,” he held.

When communicators listen attentively, people feel more valued and respected.

As a result, the disciples of exact messaging become more open to new information and the exchange of insights becomes much more valuable.

“If I could talk to my younger self, I’d advise him to show up more — in gatherings, meetings, events, or wherever there is that chance to meet like-minded individuals. Putting oneself out there opens more professional opportunities and possibilities on top of the learnings one can get,” he mused.

“As the old saying goes, ‘80 percent of success is showing up,’” he added.

To build trust and meaningful connections, finding common ground with stakeholders for Zaldarriaga is one of the most effective ways to humanize a professional relationship.

In today’s highly digital society, truthfulness and integrity as foundations of effective communications and stakeholder management remain as relevant as ever “even as communications professionals work on continuously thriving in the digital space,” according to Zadarriaga.

In sum, he said the exchange of insights between PR veterans and young communications professionals can help the industry navigate a highly interconnected world to cultivate more meaningful professional relationships that not only provide value but also last a lifetime.

Add to that a world cleared of confusion and tumult as a result of the evils of betrayal and deceit from false propaganda.