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.

Officers of the organizations formally sealed their commitment on August 13, 2025. Seen in photo are from left, PRSP Treasurer and IABC Board Member Abigail Ho-Torres, PRSP Vice President for Internal Affairs Norman Agatep, PRSP President Louie Sebastian, TV5 President and CEO Guido Zaballero representing MediaQuest Holdings, Inc., IABC Philippines President Belle Tiongco, IABC Philippines Chairman, PRSP Board Member and Meralco Vice President and Head of Corporate Communications Joe Zaldarriaga, and MediaQuest Corporate Communications Consultant Ramon Isberto.

IABC Philippines and PRSP, two of the country’s premier communications organizations, pledged to harness their networks and spheres of influence to promote media and information literacy through joint initiatives in research, capacity-building, and knowledge-sharing.

Scheduled to take place on June 27 at the Meralco headquarters in Pasig City, the Communication Olympiad Grand Championship serves as the culminating activity of the nationwide training and competition for communications, marketing, and public relations students which aims to empower the next generation of communicators.

OMF, the social development arm of Manuel V. Pangilinan-led Meralco, supports this initiative that aligns with its commitment to promote youth development.

The signing of the partnership is attended by IABC Philippines Chairman Joe R. Zaldarriaga, OMF President Jeffrey O. Tarayao, Partner and Co-founder of ComCo Mundo League of Enterprises Ferdinand L. Bondoy and IABC Philippines President Belle Tiongco.

Tarayao, who also sits as a jury member for the upcoming competition, expressed gratitude and admiration to the student finalists who demonstrated communication prowess and strategic thinking throughout the competition.

“We believe that it is important for the Filipino youth to deepen their awareness in the many sustainable development challenges we face, including Energy for Development which is the key issue they will tackle in the Olympiad. OMF is committed to enable platforms like this where they can share ideas and solutions they are thinking about,” he said.

After completing a series of training programs and passing the elimination round, the top 15 finalists who will vie for the grand championship are Ateneo de Manila University, Baliuag University, De La Salle University Dasmariñas, De La Salle University, Far Eastern University, Laguna University, Mapúa University – Makati, Mindoro State University, National University-Dasmariñas, Pamantasan ng Lungsod ng Maynila, Tarlac State University, University of Antique, University of the Cordilleras, University of the Philippines Visayas, and University of Saint Anthony in Iriga City, Camarines Sur.

Co-organized by IABC Philippines and COMCO School of Communications, the event brought together students from various schools and universities across the country spanning regions from Metro Manila, CALABARZON, Tarlac, Bicol, Cordilleras, Antique, and Iloilo City.

Cognizant of the need for a reliable power source and company as the country seizes the momentum in the growing trust and confidence of the foreign investors and the new business that are now operating, the Captains of the Industries in the Philippines welcome the recent endorsement made by the House panel extending Meralco franchise for another 25 years.

Groups like Advocates and Keepers Organization of Overseas Filipino Workers (AKO-OFW), Bankers Association of the  Philippines (BAP), Private Electric Power Operators Association (PEPOA), Cavite Export Zone Investors  Association (CEZIA), Cement Manufacturers Association of the Philippines (CeMAP), Cold Chain  Association of the Philippines (CCAP), Institute of Integrated Electrical Engineers (IIEE), Semiconductor  and Electronics Industries in the Philippines Foundation, Inc (SEIPI), International Association of Business  Communicators Philippines (IABC Philippines), Mapúa Electrical Engineering Alumni Association Inc  (MEEAA), Philippine Association of Legitimate Service Contractors, Inc (PALSCON), Philippine Hotel  Owners Association Inc. (PHOA), Private Hospitals Association of the Philippines, Inc. (PHAPI), Philippine  Retailers Association (PRA), Retail Electricity Suppliers Association Inc (RESA), Japanese Chamber of  Commerce and Industry of the Philippines Inc (JCCIPI) and Women’s Business Council of the Philippines  (WBCP) have manifested support for the proposed legislative measures pushing for the renewal of the franchise of the Meralco for another 25 years. 

House Committee on Legislative Franchises Chairman Parañaque 2nd District Rep. Gustavo Tambunting acknowledged during a congressional hearing that more than two dozen groups have endorsed Meralco’s franchise renewal, noting the power distributor’s role in supporting the country’s economic growth.  

The industry and professional groups span various sectors such as energy, trade, and manufacturing formally expressed their support through formal letters submitted to the house panel.  

The Makati Business Club (MBC), the Management Association of the Philippines (MAP), the Federation of Philippine Industries, Inc. (FPI), the British Chamber of Commerce of the Philippines (BCCP), were among the groups that called for the grant of a fresh authority to operate for Meralco, which services the country’s key economic hub Metro Manila and neighboring areas.  

“Since its initial franchise, Meralco has achieved near-universal electrification within its franchise area and has consistently met growing demand. Moreover, a renewed franchise for Meralco aligns with government objectives to enhance energy security, resilience, and sustainability,” the MBC said. 

MAP President Rene Almendras meanwhile said the group “strongly supports the renewal of the franchise of Meralco which ensures reliable electricity that is crucial for businesses and Filipinos’ well-being”. 

For the FPI, renewing Meralco’s franchise will ensure the stability needed for local industries to grow further. 

“We see no reason to disrupt the continued operation of MERALCO, and not renewing its franchise is not  only extremely counterproductive but also a big disservice to Filipinos,” FPI Chairman Jesus L. Arranza said. 

The BCCP for its part commended Meralco for over a century of reliable service and emphasized its pivotal role in the local energy sector. 

“Meralco has established itself as a reputable company aimed at providing quality and affordable energy service to millions of Filipinos,” it said. 

Also joining the roster of groups backing Meralco’s franchise renewal bid are the Employers  Confederation of the Philippines (ECOP), IT and Business Process Association of the Philippines (IBPAP),  the Philippine Iron and Steel Institute (PISI), and the Society of Philippine Electrotechnical Constructors and Suppliers (SPECS) Inc. 

“Meralco has been an indispensable partner in our country’s economic landscape, providing essential electric power services that are foundational to the operations of industries large and small,” ECOP said in a letter signed by its chairman of the board, Edgardo Lacson, and its president, Sergio Ortiz-Luis Jr. 

The IBPAP meanwhile highlighted Meralco’s key role in the growth of the country’s IT and Business  Process Management sector.

“Our sector relies heavily on uninterrupted power supply to maintain productivity, support business continuity, and drive economic development and Meralco has been integral to the development and growth of the country’s IT-BPM industry,” IBPAP President and CEO Jack Madrid said. 

For its part, PISI advocated for the renewal of Meralco’s to allow for continuity in electricity service delivery. 

“We believe that this will best serve the interests of the public whilst aiding in the continued growth of our nation’s economy,” PISI President Ronald Magsajo said. 

The SPECS meanwhile called on lawmakers to approve the renewal of Meralco’s franchise to ensure stability in the power sector, noting that “it ensures reliable electricity that is crucial for businesses and  Filipinos’ well-being.” 

IABC Philippines President Belle Tiongco praised the company’s communication initiatives, stating that it “fosters transparency, builds consumer trust, and promotes informed decision-making”, and are aligned with the group’s mission of advancing the profession of business communication in the country.

Meralco’s communication programs such as Meralco Advisory- the company’s monthly information campaign on rate adjustments- are key enablers for helping consumers understand bills and manage their consumption. The company was also cited for its capability to address crisis situations such as natural disasters and unexpected outages promptly and effectively, through responsive communications.

IABC Philippines also highlighted Meralco’s promotion of corporate social responsibility and sustainability via its programs that other companies emulate. The group went on to say that the company’s support to communications industry also include its thought leadership initiatives in the energy and communications space not just for IABC but in the broader energy and communications space.

“Meralco not only powers homes, but also empowers its customer through information. Its commitment to effective communication, transparency, and consumer empowerment makes it a vital ally to IABC Philippines,” Tiongco said.

“It is imperative upon us to call for the renewal of its franchise in order for the company to continue with the programs and initiatives that benefit the industry, electricity consumers, and the Filipinos as a whole,” she concluded.