Communications professionals are elevating the conversation around policymaking, underscoring that trust and credibility have become decisive assets in shaping both public perception and regulatory outcomes. Industry leaders say reputation is no longer a peripheral concern — it is central to governance, leadership, and long-term business sustainability.
Manila Electric Company Vice President and Head of Corporate Communications Joe R. Zaldarriaga urged executives to treat reputation as a leadership discipline rather than a communications function.
“Make reputation your strongest equity, not just a communication task or function. Reputation management is not merely a corporate function; it is a core organizational capability. It demands a mindset that sees reputation as the outcome of daily behavior, not just communications outputs,” Zaldarriaga said during a recent industry reception organized by CARMA Philippines.
He emphasized that credibility must be embedded into corporate strategy and culture. “This mindset must be deeply integrated into the company’s strategy, grounded in its values, and reinforced by its culture,” added Zaldarriaga, who also serves as a Trustee of the Public Relations Society of the Philippines.
Joining the discussion was JTI Philippines Corporate Communications & Public Affairs Director and International Association of Business Communicators Philippines Vice President Richard Arboleda. Together, the speakers explored practical approaches to sustaining public trust while navigating regulatory expectations and business realities — particularly during periods of heightened scrutiny.
They stressed that organizations protect their credibility by prioritizing transparency, demonstrating empathy, and anchoring decisions in a clear public-service mandate. In an environment where reputational risks can quickly escalate, leaders agreed that consistent ethical behavior and authentic engagement are essential to maintaining stakeholder confidence.
With nearly four decades in the communications field, Zaldarriaga remains one of the country’s most respected voices in corporate communications, advocacy, and crisis leadership — a testament to how trust, when cultivated deliberately, becomes a strategic advantage.