Today’s young communicators are being called to go beyond trends and create stories that truly matter. Social media influencers and communication leaders inspired students from various universities across the country to champion authenticity and purpose driven storytelling during the 2025 National Student PR Congress and Grand Prix organized by the Public Relations Society of the Philippines (PRSP).
In the panel of “Live, Loud and Sponsored: The Future of Influencer PR” joined by Aboitiz InfraCapital Manager Franz dela Fuente, content creators Mark “Macoy Dubs” Averilla and Jako de Leon, and Meralco Vice President and Head of Corporate Communications Joe “Manong Joe” Zaldarriaga shared how genuine storytelling and passion fueled content can spark real connections, build lasting partnerships, and elevate brands with integrity.
Drawing from his experience in Meralco, Manong Joe shared how creative communication can simplify complex ideas in the energy industry, making them relatable and meaningful for everyday audiences. He emphasized that when brands tell their stories with clarity and honesty, they not only inform but also inspire trust and understanding.
The speakers also reflected on how influencer marketing has evolved from paid promotions to authentic collaborations built on shared purpose and values. They reminded the students that in today’s world of algorithms and virality, being real will always resonate louder than being popular.
“Find your passion, be authentic, and look for what keeps you alive every day. Be true to yourself and find what you can contribute to society that will create a long lasting impact,” shared Manong Joe, who also serves as a PRSP Board Member.
The National Student PR Congress and Grand Prix is a two day flagship event of the PRSP that brings together students and educators nationwide for an immersive experience in learning, collaboration, and competition, shaping the next generation of storytellers and communicators who will lead with purpose and heart.