Charisse Chuidian’s lifelong practice of communication

Charisse Chuidian never set out to become a hotelier. Her career began with a love for writing, a father who nurtured her interest in journalism, and a college degree that opened doors she had not initially considered. Decades later, she has built a career in hospitality public relations, proving that sometimes, the most meaningful paths are the ones that unfold unexpectedly.

A graduate of Maryknoll College, now Miriam College, Chuidian grew up in Dagupan City, Pangasinan where she attended a Dominican school. She had been accustomed to excelling academically, but when she entered college, she decided to take things more slowly and adjust to a new environment.

Her decision to take up Communication Arts was driven by her interests in English, literature, writing, and journalism. Her father, a newspaper man, had instilled in her a love for the profession and encouraged her to become a journalist. But after his death, her mother discouraged her from pursuing the same path.

Instead, Chuidian found her way into communications through opportunities that came one after another. After graduating, she joined ABS-CBN as a writer. Soon after, her college dean informed her of an opening in public relations at Ayala Corporation. She took a writing test, landed the position, and began a career that would shape the rest of her professional life.

She spent about five years at Ayala Corporation before moving to the Communication Foundation for Asia as sales and public relations director. Although the sales role proved not to be the right fit, another opportunity soon emerged: a public relations position at Century Park Sheraton.

“I was asked, ‘What experience have you had?’ ‘Only as a guest,’ I said,” she recalled.

The hotel hired her for her communications experience, and she stayed for 16 years. She later moved to Mandarin Oriental, where she spent another 22 years before continuing her career at City of Dreams Manila.

Her journey may have included several transitions, but communications remained the thread connecting each chapter. Through her work, she became involved in hospitality associations, built relationships with industry leaders and witnessed the sector’s evolution. She credits the constant stream of projects and the need to adapt to changing platforms for keeping her engaged.

For Chuidian, effective public relations is not about being the loudest person in the room. Though naturally reserved, she believes credibility, ethics, and authenticity matter far more than an outgoing personality.

She carries these principles into her work as a mentor, teaching younger colleagues to approach communications with the same discipline expected of journalists. Stories must be researched, facts must be verified, and information must never be invented simply to make a company look good.

“We are like the reporters for the company,” she said. “We cannot invent facts.”

Her approach reflects the values she absorbed at Maryknoll, where she said education extended beyond academics to include social and moral development. Those lessons strengthened her sense of ethics and encouraged her to remain open to the changing world.

Now, as communication platforms evolve and artificial intelligence becomes more prominent, Chuidian continues to learn while reminding younger professionals to exercise discernment and keep human judgment at the center of their work.

As Miriam College celebrates its centennial, Chuidian’s journey illustrates how an education, early influences, and practical experience can converge in an unexpected career. She may not have become the journalist her father once envisioned, but the instincts he nurtured — writing carefully, valuing facts, and communicating with integrity — have remained with her throughout her professional life.