PR Congress Day 2 highlights truth, connection, and impact

Day two of the PR Congress and Grand Prix held at the De La Salle-College of Saint Benilde gathered industry professionals who shared insights on the crucial role of public relations in today’s evolving media landscape.

Opening the day’s sessions, Charles Lejano focused on the theme of truth and integrity in communication.

“It is our job to protect the truth,” Lejano said, underscoring the responsibility of communicators amid the pressing issues facing the country today. “We don’t just protect the truth but promote it,” he added, urging PR students to be “models of information consumption and promotion.”

Lejano highlighted the importance of Media and Information Literacy (MIL) and encouraged students to participate in “Think Ka Muna,” an MIL community initiative.

He discussed strategies to maintain credibility as PR professionals, identifying defensive measures such as fact-checking, transparency, and data-driven storytelling, and offensive measures like constant monitoring, rapid response, and strategic collaboration to counter false narratives.

“MIL is everybody’s business,” he stressed, emphasizing the importance of partnerships and collective efforts in promoting media literacy in the digital age.

Lejano concluded his talk with a message to the youth: “The time to save our country is now,” urging them to enjoy their youth while remembering that what remains beyond the noise is integrity.

The next speaker, Norman Agatep, spoke on the theme “Loud for Good: Crafting Limitless Impact through PR.” He emphasized the importance of genuine human connection and understanding audiences.

“Understanding your audience is the most important lesson I’ve learned in my time as a PR,” Agatep shared, noting that communicators must immediately ask what their audience needs or wants.

He discussed various principles of effective communication—unlocking people’s minds, piercing the human heart, inciting people to act, embracing new technology, and keeping messages simple and real.

“Some of the most effective communication moves you emotionally,” Agatep said, highlighting that authentic connection is the key to making a lasting impact.

The PR Congress and Grand Prix concluded with an awarding ceremony recognizing the best PR campaigns from universities across the country.

Winners of the PR Grand Prix 2025:

• Best Campaign Presentation: University of the Philippines Los Baños – Pamana

• Best PR Tool: De La Salle-College of Saint Benilde Antipolo – ABAKADAWTOTOO

• 2nd Runner-Up: De La Salle University–Dasmariñas – Balik Aral, Bayanihan Sa Digital Movement

• 1st Runner-Up: University of the Philippines Los Baños – Pamana

• Grand Winner: De La Salle-College of Saint Benilde Antipolo – ABAKADAWTOTOO