It was spot-on when mentioned during our pre-event briefing that there is simply so much information out there that we have to sift through day by day, so we can stay focused on what truly matters.
During the National PR Congress, I will be moderating a panel on how partnerships between PR and content creators are driving impact across industries.
As a sneak peek into our session, one of the members of the panel will share how they have kept four decades of gold-standard journalism relevant to today’s audiences.
This brings about several questions: What values and business principles should continue guiding Public Relations? Where should content creators draw the line between commercial publicity and promotions that may influence behavior in harmful ways?
And, ultimately, can the companies and organizations that engage them be genuinely responsible stewards of the stories they help shape and amplify?
I hope many will be inspired to ask thought-provoking questions, too, not only during this session, but throughout the Congress and even beyond it.
Steward The Story: From Clout To Legacy
There is still time to register for the National PR Congress happening on September 17 and 18, 2026, at Solaire Resort North: https://app.glueup.com/…/steward-the-story-from-clout…/
This event, organized by the Public Relations Society of the Philippines, is the country’s largest annual gathering of public relations and communications professionals, serving as a premier platform for knowledge exchange, thought leadership, and professional networking. Some 300 communicators from private companies, public sector, the civil society, and the academe are expected to attend.
The congress theme “Steward the Story: From Clout to Legacy” reminds PR professionals of their responsibility of shaping narratives that endure, treating brand stories as cultural assets, cultivating trust that outlasts the moment, and safeguarding reputations for generations to come.
At its core, this year’s Congress theme declares that true power lies not in clout today, but in leaving behind legacies that inspire tomorrow.
Featured topics included in Day 1 are Session 1: Architecture of Authenticity – Deconstructing the shift from fleeting viral clout to enduring corporate character; Session 2: From Creative Clout to Lasting Value – Building Filipino Creativity as a Global Economic Force; Session 3: Cutting through digital noise, Vigilance via Media Literacy and Fact-Checking; and Session 4 – Beyond Vanity Metrics: Measuring the Real Impact of PR Storytelling.
Aside from our panel on Day 2, there will be conversations about Session 5: Agile Narrative, Micro Moments – Communicating in a Fragmented Media Landscape; Session 7: Crafting Tomorrow’s Narrative: PR Strategies That Drive Social Impact and Define Brand Legacy; and Session 9: From Fleeting Trends to Enduring Trust – Future-proofing PR Practice.
The Praxis Paradox
Definitely one of the highlights of the National PR Congress will be the presentation of the study by the Public Relations Society of the Philippines and San Beda University’s The Marketing Lab, San Beda Junior Marketing Association, and its Department of Marketing Management.
Entitled “The Praxis Paradox: A Structural Audit of the Mismatch between Academic Foundations and Professional Public Relations Practices in the Philippines,” it explored the widening gap between the skills PR students acquire in school and those the industry demands, as well as an emerging AI divide that risks deepening existing inequalities across multiple fronts.
But could there be a deeper paradox facing the PR industry today? Let us explore this and more at the National PR Congress.
