Agenda - PR Asia Philippines 2026

9 September 2026

8:30am

Networking and registration

9:00am

Opening remarks

9:15am

[Opening session]

In the court of public opinion: Navigating scrutiny, misinformation, and trust in a high-stakes energy landscape

Navigating public scrutiny and rising pressure as conversations around energy reliability, pricing, and national concerns intensify
Addressing false narratives, speculation, and emotionally charged discourse in real time, where perception can shift faster than facts
Leveraging real-time insights, social listening, and analytics to detect early signals, inform response strategies, and guide decision-making.

Joe Zaldarriaga

Vice President and Head of Corporate Communications

Meralco

10:00am

[Panel discussion]

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

Building AI-ready communications teams by identifying practical use cases, developing internal capabilities, and establishing clear guardrails for adoption.
Understanding the rise of AI-powered and zero-click discovery, and what it means for how brands create, distribute, and structure content to remain visible and relevant.
Balancing AI optimisation with human resonance, ensuring communications remain authentic, culturally relevant, and grounded in real experiences.

Moderator:

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

Panellists:

Therese Ezra Castrojas-Galang

Vice President for Corporate Affairs and Communication

Airspeed

Jeremiah Rodrigues

General Manager, Malaysia and the Philippines

CARMA

Chito Maniago

Senior Director and Head for Public Relations and Communications Strategy

Globe Telecom

10:30am

Networking break

11:00am

[Case study]

The believability playbook: Rethinking PR measurement in the AI era

Moving beyond traditional metrics such as reach, AVE, and share of voice to measure trust, credibility, and influence in a fragmented media landscape.
Leveraging AI-powered analysis of sentiment, narratives, and stakeholder perception to uncover what audiences truly believe, not just what they see.
Transforming measurement from a retrospective reporting exercise into a predictive intelligence function that informs strategy, risk management, and decision-making.

Patricia Malay

General Manager

Bud Communications

11:15am

[Case study]

Science, storytelling and trust: Communicating the journey towards a smoke-free world

Translating complex scientific data into clear, credible narratives without compromising accuracy.
Tailoring evidence-based communications for diverse stakeholders, from consumers and healthcare professionals to policymakers and regulators.
Using media intelligence and AI-powered insights to identify emerging misinformation, anticipate reputational risks, and respond before false narratives take hold.

Dr Victor Joseph Yamat

Head of Scientific Engagement, South Asia and Indochina

Philip Morris International

11:45am

[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:

Christine Villanueva

Head of Strategy and Communications

Aboitiz InfraCapital Airports

Dr. Rowena Capulong Reyes

Vice President for Corporate Affairs

Far Eastern University

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)

12:20pm

Brand poll!

12:30pm

Networking lunch

1:30pm

[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:

Romina Gervacio

Director of Public Relations

City of Dreams Manila

Panellists:

Abbie Remo

Head of PR and Corporate Communications

AXA Insurance

EJ Francisco

Director for Communications, Philippines and Asia Pacific Distributor Markets

Ford Motor Company

Juan Carlos Concepcion

Head of Communications and Business Development

Siemens

2:00pm

[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.

Marion Louise Limlengco

Head of Communications

Avon Philippines

2:30pm

PR Playground

No slides. No lectures. Just ideas. PR Playground is an interactive segment where participants brainstorm, exchange ideas, and co-create solutions to a real communications challenge.

3:15pm

Networking break

3.45pm

[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

4:15pm

[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.

Moderator: