PRSP unveils ‘five-year roadmap’ for Philippine PR profession

The Public Relations Society of the Philippines (PRSP) is looking to give the country's public relations practitioners a bigger role in organizational decision-making as part of a five- year roadmap unveiled during the 33rd National PR Congress.

PRSP President Ana Pista, APR, presented the society's Philippine PR Roadmap to 2031, which lays out seven areas that the organization intends to work on over the next five years, from professional standards and accreditation to compensation, training, ethics, education and regional development.

At the heart of the roadmap is PRSP's push for public relations to have a recognized "seat at the decision-making table."

"Our goal over the next five years is for public relations to have a recognized seat at the decision-making table where practitioners help shape strategy, guide decisions, and protect stakeholder trust," Pista said.

For Pista, however, getting that seat is only part of the challenge. Practitioners must also be ready to contribute when they get there.

"Can we identify our reputation risk before it becomes a crisis? Can we connect communication with organizational objectives and the public interest? Can we recommend a better course of action?" she asked.

"And when the proposed decision is wrong, do we have the courage to say so, even when the person asking is the person paying us?"

She said having a seat at the table comes with a responsibility to exercise judgment.

RAISING PROFESSIONAL STANDARDS
The first of the roadmap's seven pillars focuses on professional competence and accreditation.
Pista stressed that PRSP's use of the term "professionalizing" the practice does not mean current practitioners are not professionals. Rather, it is about strengthening the standards, capabilities, ethical foundations, career paths, economic sustainability and recognition of the profession.
Writing and media relations remain important, she said, but practitioners also need skills in research, strategic planning, stakeholder engagement, crisis preparedness, measurement, business understanding and ethical judgment.
PRSP also plans to strengthen its national professional accreditation framework, including the National PR Practitioner (NPR) credential, with an emphasis on demonstrated competence and continuing learning.
"Accreditation should not simply be a title," Pista said. "It should be a standard that gives employers, clients, and the public greater confidence in the profession."

A MORE SUSTAINABLE PROFESSION
The second pillar deals with the business side of PR.
Pista said the profession needs to address inconsistent compensation and the amount of strategic work that practitioners are sometimes expected to provide without adequate payment.
Among the areas PRSP wants to explore are standardized fee benchmarks, protection of intellectual property and procurement practices that recognize the value of professional counsel rather than simply choosing the lowest-priced option.
"This is not about making PR more expensive," she said. "It is about making the profession more sustainable, fair, and capable of attracting and retaining talented people."
The third pillar centers on continuing education. Pista announced that PRSP is laying the groundwork for a PRSP Academy, which would provide structured learning opportunities for practitioners at different stages of their careers.
"We cannot prepare for the next five years using only what made us effective in the last five years," she said.

SHOWING BUSINESS LEADERS WHAT PR CAN CONTRIBUTE
The fourth pillar is focused on strengthening the understanding among business leaders of what PR can contribute beyond publicity and media relations.
Pista said practitioners need to be involved before decisions are made, particularly when those decisions could affect stakeholders, reputation and trust.
"A seat at the table will not come simply because we asked for one," she said. "We must demonstrate why PR belongs there. That means being able to understand business priorities while also considering the public interest," she added.

PREPARING FOR AI AND DIGITAL RISKS
The rapid development of artificial intelligence also figures prominently in the roadmap.
Under its fifth pillar, PRSP plans to strengthen ethics and digital governance, including updating its code of ethics and developing standards for responsible Al use and digital safety.
Pista said practitioners need to be able to assess Al- generated outputs, verify information, recognize bias and protect confidential information. They must also know when human judgment should take precedence over technology. "Technology should strengthen our capacity to think, investigate, and advise," she said. "The accountability remains ours."

CONNECTING CLASSROOMS WITH THE WORKPLACE
The sixth pillar seeks to bring universities and the PR industry closer together.
Pista said students need more opportunities to work on actual communication problems, deal with ethical questions, interpret evidence and receive practical feedback before entering the profession.
The roadmap includes stronger partnerships between academe and industry, updated PR curricula, as well as initiatives such as a job and internship hub.
"We cannot ask young people to build their future in PR if we fail to build a future for them within it," Pista said.
She said this should mean fair opportunities, responsible mentorship and clearer paths for career advancement.

EXTENDING PRSP BEYOND METRO MANILA
The final pillar focuses on the profession's development outside the capital.
Pista said access to training, mentorship, accreditation and leadership opportunities should not be limited to Metro Manila. She identified the establishment of PRSP regional networks in the Visayas and Mindanao as another major initiative of her presidency.

The Visayas network will be led by Doris Mongaya of Cebu, while a Mindanao network is also being established.
The networks are expected to help PRSP better understand regional needs, develop local talent and strengthen ties with universities and other institutions.
"The story of Philippine PR must reach beyond Metro Manila" Pista said.
She added that the networks should eventually become active communities that contribute their own expertise and perspectives to the development of the profession.

FROM ROADMAP TO ACTION
Pista described the seven pillars as interconnected.
"Standards give us credibility. Fairer economics give the profession sustainability. Training develops competence. Executive advocacy creates recognition. Ethics and digital governance protect us. Academic alignment builds the next generation. And regional networks ensure that professionalization reaches practitioners across the country," she said.
But she acknowledged that laying out the roadmap is only the beginning.

"Our five-year roadmap must turn these seven pillars into concrete commitments, milestones, and accountability," Pista said.