Communications experts and industry leaders gathered at Solaire Resort North for the 33rd National Public Relations Congress, addressing the evolution of public relations amid media fragmentation, artificial intelligence and shifting audience behaviors.

Organized by the Public Relations Society of the Philippines, the two-day event ran 17 to 18 September under the theme “Steward the Story: From Clout to Legacy,” bringing together around 300 delegates from the public and private sectors, civil society and academe.

Eight speakers and 22 panelists participated across multiple sessions focusing on brand reputation, corporate advocacy and strategic decision-making.

Addressing a session on navigating fragmented media, Miko David, president of David and Golyat, stressed the necessity of strategy adaptation, noting that lasting audience impact requires engaging people across social media, podcasts and physical experiences where their attention naturally lies.

Panelists including Grab Country PR head Arvi Lopez, GCash vice president for Corporate Communications Gilda Custodio-Maquilan, GMA Public Affairs senior assistant vice president Lee Joseph Castel, and Quezon City Public Affairs head Bert Apostol joined the discussion moderated by Ikigai Philippines Chief marketing officer Abigail Ho-Torres.

In a separate panel on the evolving relationship between PR practitioners and content creators, Probe Productions managing director Jen Aquino highlighted that effective communication remains grounded in truth, human connection and trust rather than temporary digital trends.

The congress also explored artificial intelligence and emerging technologies. Fathm regional director Jaemark Tordecilla led a discussion on leveraging smart technologies while stressing that verification and fact-checking remain essential to prevent errors and misinformation.

Addressing corporate crisis response, PLDT first vice president and Public Engagement head Roby Alampay reflected on the company’s handling of a recent school shooting in Zamboanga that was livestreamed online, emphasizing the need for proactive corporate accountability and rapid response during crises.

Meantime, PRSP president Ana Ruby Pista cited that the organization aims to solidify public relations as a core strategic function over the next five years, advocating for practitioners to hold a direct seat in organizational decision-making while balancing automated tools with human judgment.