Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga urged communications professionals to capitalize on their transformative power to leverage data and artificial intelligence (AI) with strong sense of responsibility and ethics in adopting to the fast-evolving industry landscape.
Zaldarriaga, who also serves as the IABC Philippines Chairman, acknowledged AI’s potential to revolutionize the communications industry but emphasized the responsibility of communicators to uphold truth and integrity, particularly in combating the spread of misinformation and fake news.
“As many of you know, combating fake news has been my long-standing advocacy within IABC Philippines—a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust—fundamental pillars of our profession,” Zaldarriaga said in his welcome address during the IABC Asia Pacific Fusion Conference 2025 held in Mandaluyong City.
The two-day conference tackled key challenges in the communications industry, including bridging generational gaps, overcoming organizational apathy, and effectively managing change.
Beyond encouraging communicators to foster deeper connections with audiences to catalyze positive change, Zaldarriaga also underscored the importance of crafting communications strategies that truly resonate with audiences.
“As communicators, we must go beyond just discussing business. We must take a stand on the issues that matter,” Zaldarriaga said, citing Meralco’s advocacy for animal welfare as an example of how corporations can engage in meaningful causes.
The Philippines hosted the Asia Pacific regional conference held on March 17-18, 2025 at the EDSA Shangri-La Manila. IABC is a global network of professional communicators that aims to foster a diverse community and create connection that upholds the worlds’ best communication practices.
