At the 32nd National PR Congress organized by the Public Relations Society of the Philippines (PRSP), communications professionals emphasized that accountability and authentic relationships are central to effective reputation management.
The panel session, “By the Number: Putting a Value to Reputation and Relationships,” was led by PRSP Board Member and Meralco Vice President & Head of Corporate Communications Joe Zaldarriaga, who underscored that reputation must be regarded as a core business strategy rather than a mere byproduct.
“Reputation is not a byproduct. It is a business strategy. And relationships are not just about access—they are about authenticity, accountability, and alignment,” Zaldarriaga said.
Joining him in the discussion were Marzie Marzan, Co-founder & CEO of Alpas Consultancy; Nina Franco, Country Manager of Brand Finance; Toff Rada, Head of Corporate Affairs at Maya; and Richard Arboleda, Country Communications, Government Affairs & Market Access Head of GSK.
The group explored strategies on how communication professionals can strengthen their role as risk mitigators, strategic advisors, and architects of trust in an evolving business landscape.
Zaldarriaga highlighted the everyday value of public relations, noting that the real test of reputation-building is not limited to times of crisis but reflected in daily decisions that shape how organizations are perceived.
With nearly four decades in the communications field, Zaldarriaga is recognized as one of the Philippines’ most respected voices in corporate communications, public relations, advocacy, and crisis management.