Public Relations Society of the Philippines (PRSP) held its annual National Student PR Congress and Grand Prix hosted by De La Salle-College of Saint Benilde (DLS-CSB) Marketing Management program at the Augusto-Rosario Gonzalez (ARG) Theater, Taft Campus on Nov. 6 to 7.
This is the first time in six years that the event was held in a face-to-face capacity. With the theme ”UNMUTED: Live, Loud, and Limitless PR,” it encompassed several speakers on public relations topics, panel discussions with industry experts, and a public relations case study competition for the student participants.
Day one featured keynote speaker, Mr. Howie Severino, journalist and documentarist of GMA Network. His talk was followed by industry practitioners that shared their insights on the different facets of public relations.
Public relations in the digital age was discussed by managing partner of Elesi Studios, Mr. Earl Guico, and IDEASXMACHINA Founder/Chairman, Mr. Third Domingo, with their individual talks focused on digital space and storytelling. The rise of artificial intelligence and its role in public relations were then discussed by Ardent Communications CEO and Chairman, Ms. Ana Pista, APR.
Values in public relations were highlighted. PAGEONE Group CEO and Chairman, Dr. Don Jabal, APR discussed the role of public relations in social activism. Meanwhile, Producer and Talent Manager, Mr. Noel Ferrer, talked about managing reputations in the digital world.
A panel about the future of influencer public relations took place which included social media personalities Mr. Macoy “Dubs” Averilla and Mr. Jako De Leon, alongside Meralco Vice President and Corporate Communications Head, Mr. Joe Zaldarriaga, moderated by Aboitiz Infra Capital Head of Corporate Communications, Mr. Franz Dela Fuente.
Another panel focused on media relations, moderated by DLS-CSB Marketing Management Chairperson, Mr. Erickson Jao, MMC. The panel included Full Circle Communications President, Mr. Mikey de Quiros, APR and Ripple8 Managing Partner, Ms. Michelle Ople. This was alongside Managing Directors, Mr. Mark Parlade from StratWorks and Ms. Charlotte Reyes from Comm & Sense.
On Nov. 7, the Student Grand Prix showcased five finalists who presented their public relations campaign on media and information literacy.
The finalist entries consisted of “ABakaDawTotoo” from De La Salle-College of Saint Benilde Antipolo (DLS-CSB Antipolo), “Pamana” and “Tul-al henerasyon: Cultivating critical minds across generations through responsible AI” both hailing from University of the Philippines Los Baños (UPLB), then lastly “Agap akbay” and “Balik aral, bayanihan sa digital movement” both from De La Salle University-Dasmariñas (DLSU-D).
For the special awards, the Best Campaign Presentation was given to the “Pamana” team of UPLB. Meanwhile, the Best PR tool/ Best PR Activation was awarded to “ABakaDawTotoo” by Benilde Antipolo. Each received ₱15,000 as their prize.
The winners were then announced, each received an Anvil trophy and cash prize. “Balik aral, bayanihan sa digital movement” team from DLSU-D nabbed second runner-up, therefore receiving ₱20,000. The first runner-up for ₱30,000 was awarded to UPLB’s “Pamana” team. Finally, “ABakaDawTotoo” of Benilde Antipolo was named champion, receiving a cash prize of ₱50,000.
In an interview with The Benildean, champion team member, Jade Del Rosario, AB-Communication from Benilde Antipolo, shared that they did not expect to win.
“Nung nanalo kami, iba talaga ‘yung experience niya na mas fulfilling kasi kaming mga taga-Antipolo, hindi kami gaanong nakikita, [unlike] sa mga school sa Manila,” Del Rosario expressed.
She also talked about how being able to be at the same level leagues as DLSU-D and UPLB is a fulfillment for them. “Sobrang laking achievement na noon sa amin, kaya sobrang fulfilled talaga kaming lahat,” she added.
Furthermore, Mr. Steve Michael Moore, Special Assistant to the Chancellor and Chair of the National Student Congress and Grand Prix of PRSP, shared in an interview with The Benildean how they prepared this event for students to learn and enhance PR skills.
“We want to empower the next generation of PR leaders. Because at the end of the day, communication is very powerful. So we want to guide them as they are our hope,” he said.
Mr. Moore also noted that on Nov. 5, DLS-CSB signed a memorandum of understanding with PRSP, opening opportunities for academic and industry-based collaborations. “That's one of the ambitions of PRSP, especially this year—to bring the industry closer to the youth,” he added.
PRSP is the country’s premier organization for public relations professionals, they work for the advancement of the welfare of the Filipino people through dignified, ethical, and effective practice of public relations.
