Agenda - PR Asia Philippines 2026

9 September 2026

8:30am

Networking and registration

8:50am

Opening remarks

9:00am

[Opening fireside]

Truth, trust, and turbulence: Confronting the Philippines’ credibility reckoning

As trust in institutions, politics, and traditional power structures face growing scrutiny, what does this mean for brands, media, and communicators?
Understanding how credibility is being reshaped as traditional media, creators, communities, and algorithms all compete to shape narratives.
Safeguarding truth and working alongside institutions and society as AI blurs the boundaries between verified information, opinion, and fabrication.

9:45am

[Case study]

Signal over noise: Media monitoring in a misinformation era

Narratives now spread rapidly across media, social platforms, and closed networks.
Detecting and addressing false claims early through smarter monitoring, community listening, and proactive storytelling.
Strengthening brand authority through transparent and coordinated messaging across public and private channels.

10:15am

[Panel discussion]

Beyond the press release: Structuring brand comms for the age of AI

Navigating zero-click ecosystems where AI curates answers; and structuring content for clarity, attribution, and machine readability.
Building authority through credible ecosystems of earned media, expert voices, and independent validation that AI systems can reference.
Balancing AI optimisation with human resonance, ensuring communications remain authentic, culturally relevant, and grounded in real experiences.

10:45am

Networking break

11:15am

Power Hour

Across the next 60 minutes, three experts will share short sharp talks on key issues affecting communications professionals today.

[Case study] From headlines to handles: Rethinking media relations in a creator-led economy

Rebalancing earned, owned, and paid strategies when budgets are tight, as competing through paid influence isn’t always viable.
Navigating creator partnerships that now drive visibility and credibility alongside traditional media.
Redefining who shapes the public narrative as the roles of creators, brands, company spokespersons, and media increasingly intersect.

[Case study] Reinventing legacy: Aligning leadership, strategy, and narrative for organisational transformation

Aligning internal and external communications with leadership direction and transformation efforts to build credibility and reduce scepticism.
Preserving legacy strengths while adapting narratives to shifting market dynamics and evolving stakeholder expectations.
Mobilising employees, investors, brand partners, and consumer advocates to build understanding, acceptance, and momentum.

[Case study] Lean, mean, fighting machines: PR strategies for limited budgets and resources

Cultivating connections with niche journalists, bloggers, and influencers to secure meaningful coverage without relying on large budgets.
Leveraging partnerships through co-branded campaigns, cross-promotions, and shared activations to extend reach and amplify visibility.
Tracking website traffic, social engagement, and backlinks to prove impact and unlock greater C-suite support and future investment.

12:15pm

[Panel discussion]

Navigating geopolitical pressures, polarity and insular mindsets

Assessing when to take a public stance, when to remain neutral, and how even silence can be interpreted in a highly reactive environment.
Balancing positioning with local political sensitivities, regulatory expectations, and cultural nuances.
Responding to consumer activism, digital pile-ons, and narrative escalations before they evolve into reputational or regulatory crises.

Panellists:

Ricky Salvador

Head of Regulatory, External Affairs and Communications

Kopiko Philippines

Kenneth R. Sagum

Head of Corporate Affairs and Sustainability

Magnum RFM Ice Cream (MRIC)

12:45pm

Networking lunch

1:45pm

[Panel discussion]

Clarity in chaos: Strengthening internal communications strategies amidst uncertainty

Strengthening internal alignment, trust, and clarity across teams during periods of volatility
Breaking down silos to enable faster, more coordinated responses across functions
Ensuring consistent messaging from leadership to frontline teams in high-pressure situations

Moderator:

A’bidah Zaid Shirbeeni

Senior Journalist

MARKETING-INTERACTIVE

Panellists:

EJ Francisco

Director for Communications, Philippines and Asia Pacific Distributor Markets

Ford Motor Company

Juan Carlos Concepcion

Head of Communications and Business Development

Siemens

2:15pm

[Case study]

Where insights meet action: Turning audience intelligence into community engagement

Connecting insights across regions to design outreach strategies that are locally relevant, culturally nuanced, and grounded in real understandings.
Leveraging social listening to inform offline activations, while integrating on-ground insights back into digital strategies.
Tracking conversations, shares, and sentiment across fragmented digital ecosystems to uncover hidden, influential, community-driven narratives.

2:45pm

Networking break

3.15pm

[Case study]

Show me the impact! Turning sustainability communications into meaningful societal outcomes

Moving from sustainability claims to proof, demonstrating measurable environmental and social impact.
Driving cross-sector collaborations with governments, NGOs, and communities to deliver meaningful and long-term outcomes.
Translating sustainability efforts into credible and transparent narratives that build trust and stand up to scrutiny.

Speaker:

Patricia Marcelo-Magbanua

Head, CDO Corporate Affairs and Communications and Executive Director, Odyssey Foundation

CDO Foodsphere

3:45pm

[Panel discussion]

Earning its seat: How can PR prove its strategic value in a new attention economy?

Moving beyond vanity metrics to redefine what PR success looks like in an increasingly fragmented and AI-driven attention economy.
Building stronger measurement frameworks that link PR efforts to organisational priorities alongside marketing, brand, and leadership teams.
How PR professionals are evolving into real-time reputation strategists and trusted counsel to CEOs; and guiding organisations through crises, rising expectations, and key moments.

Panellists: