The Public Relations Society of the Philippines (PRSP) tackled the uncertainties and possibilities that AI brings to communications
Due to the constant and unprecedented advancements in technology, professionals in communication-related fields constantly find themselves amidst a changing landscape where they are forced to adapt or risk being left behind.
To help communication professionals thrive in this era of constant disruption, the Public Relations Society of the Philippines (PRSP) took VUCA – Volatility, Uncertainty, Complexity and Ambiguity – as the focus of the 31st Public Relations (PR) Congress held. Last September 26 and 27 at The Manila Hotel Tent City in Manila.
With the theme “Into the Unknown: Communication in the Time of VUCA,” the event covered a wide range of topics affecting the PR industry, with relevant and meaningful discussions led by some of the biggest names in communications.
Topics discussed at the event included artificial intelligence (AI), specifically generative AI (GenAI) and how new technologies are changing the workplace for professionals in the communications industry.
“We use artificial intelligence to help us analyze and sift through tons of data to find deep consumer insights. This helps creatives come up with a compelling story,” said Tats Cruz, head of creative agencies at Publicis Groupe Philippines. “Personalization adds authenticity to the brand and the stories we tell, so let’s not be afraid of data and technology. Let’s embrace it and find synergies where creativity, data and technology can work together.”
“Instead of fearing AI, we can use it to our advantage, push the boundaries of what we can do creatively, and open the door to bigger and bigger possibilities,” said Misfits Camp chairman and founder Merlee Jayme. “With AI and technology in general, we have to embrace, learn and see how it allows us to create better ideas, better solutions and better stories.
Aside from AI, other key issues addressed were crisis management in public services, canceling culture and its place in Philippine society, regaining control of the public narrative by leveraging data, using data science to influence consumer behavior and creating meaningful narratives and more, presented. of the leading experts in Philippine advertising and public relations.
Additionally, as part of the program, PRSP announced the launch of the 60th Anvil Awards, the Philippines’ most prestigious public relations awards. PRSP also held a luncheon for the latest cohort of Accredited Practitioners in Public Relations (APR).
This annual gathering of advertising and public relations professionals in the country is a golden opportunity to delve into relevant and new topics in this field, as well as sharpen their existing skills and knowledge and ensure competitive and effective communication professionals globally.
“In a volatile, uncertain, complex and ambiguous world, the norm for communicators to set the agenda and control the narrative is no longer so easy. When we are faced with change and adversity, there are always two options: we can shut down, or we can look forward, even if it leads to who knows where,” said Norman Agatep, chairman of this year’s National PR Congress, and Chairman and Chief Executive Officer. Grupo Agatep.
“This year’s National PR Congress panel provides invaluable assistance and insight into how the rapid technological advances of AI are redefining who we are, the work we do and how we can leverage it, so that as humans we still have skills in play,” added Andy Saracho , president of PRSP we.
The National Public Relations Congress is one of the flagship programs of the Public Relations Association of the Philippines, the oldest and most respected public relations association in the country. This year’s convention was made possible with the support of DigiPlus and PLDT Home as Platinum Sponsors; BDO, Development Bank of the Philippines, EastWest Bank and San Miguel Corp. as silver sponsors; and BPI, DDB Group, GlueUp, Meralco, Metrobank Foundation, SM Foundation, Philippine Veterans Bank and PhilCare as bronze sponsors.
Also supporting the event are Pag-IBIG Fund, Philippine Deposit Insurance Corporation, Crowne Plaza Manila Galleria, Grab, Jollibee Foods Corp., Pascual Laboratories, URC, Watsons and Intellicare. Official media partners include GMA Network, BusinessWorld, Nerve/Rappler, The Daily Tribune and The Philippine Star. Official Digital OOH Partner is DOOH Philippines, Inc. – Rappler.com
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