Communication pros urged to champion causes with meaningful impact

Meralco vice president and head of Corporate Communications Joe R. Zaldarriaga urged communications professionals to capitalize on their transformative power to leverage data and artificial intelligence (AI) with a strong sense of responsibility and ethics in adopting to the fast-evolving industry landscape.

Zaldarriaga, who also serves as the IABC Philippines chairman, acknowledged AI’s potential to revolutionize the communications industry but emphasized the responsibility of communicators to uphold truth and integrity, particularly in combating the spread of misinformation and fake news.

“As many of you know, combating fake news has been my long-standing advocacy within IABC Philippines — a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust — fundamental pillars of our profession,” Zaldarriaga said in his welcome address during the IABC Asia Pacific Fusion Conference 2025 held in Mandaluyong City.

Two-day conference

The two-day conference tackled key challenges in the communications industry, including bridging generational gaps, overcoming organizational apathy, and effectively managing change.