The 33rd National Public Relations Congress will bring together industry leaders and communication professionals to tackle authenticity, artificial intelligence, disinformation, the creator economy and other issues reshaping the PR industry.

Organized by the Public Relations Society of the Philippines (PRSP), the congress will be held on 17 and 18 September at Solaire Resort North under the theme, “Steward the Story: From Clout to Legacy.”

The annual gathering of PR and communication professionals, educators, students and industry leaders will feature speakers from some of the country’s most influential organizations and industries.

Among the speakers are Roby Alampay, first vice president and head of public engagement at PLDT Inc. and founder and chair of PumaPodcast; Mon Isberto, APR, communications consultant at MediaQuest Holdings and head of THINKaMuna Pilipinas; Malyn Molina, executive adviser for creative economy at the ASEAN Business Advisory Council and president and chief operating officer of EON Group; Miko David, president of the Digital Marketing Association of the Philippines and managing partner at David & Golyat; Jen Aquino, managing director of Probe Productions; and Philip Dy, president of Metrobank Foundation Inc. and executive director of GT Foundation.

The speakers will tackle topics corresponding to three pillars of current PR practice: authenticity, agility and advocacy.

Their presentations will be followed by panel discussions aimed at strengthening delegates’ understanding of the need for PR professionals to be more mindful, intentional and responsible in stewarding brand stories.

“In an age where stories can go viral in seconds, our responsibility is to look beyond visibility and ask what kind of trust, values, and legacy our communication leaves behind,” PRSP President Ana Pista, APR, said.

“This Congress brings together diverse voices to help us navigate that responsibility with greater purpose and integrity,” she added.

Ed Timbungco, APR, chair of the 33rd National PR Congress, said the program was designed around challenges currently confronting communicators.

“We designed the Congress around the realities communicators face today — from dealing with the proliferation of disinformation that challenges the authenticity of brand narratives to coming to terms with the widespread use of artificial intelligence; from leveraging the creator economy and optimizing influencer partnerships to agreeing on measuring the tangible impact of our PR efforts, and ultimately, doing our bit to harness PR in building a better world for the next generation,” Timbungco said.

The PRSP has been advancing the practice of public relations in the Philippines for 69 years through ethical standards, professional development and thought leadership.

Its major programs include the National PR Congress, Anvil Awards, APR accreditation program, Professional Development series, PR Students Congress and Grand Prix, and PR Caravan.