Solaire Resort North, Quezon City — September 11–12, 2025
In a world where algorithms shape perception, attention spans flicker in seconds, and truth battles for its place amid noise, the practice of public relations has never been more complex—or more vital.
The 32nd National Public Relations Congress, organized by the Public Relations Society of the Philippines (PRSP), convened hundreds of communication leaders, strategists, and industry professionals at Solaire Resort Northon September 11–12, 2025, to unpack this year’s compelling theme: “PLOT TWIST: Unraveling Today’s PR Paradox.”
The two-day congress explored how today’s practitioners can navigate the shifting terrain of public trust, technology, and truth. With AI reshaping storytelling, audiences redefining influence, and brands ceding power back to consumers, PR professionals are called to do more than manage narratives—they must restore meaning and connection in a constantly changing world.
“Use what you have and do something interesting with it,” shared one of the speakers—a resonating message that captured the heart of the Congress. In an era where technology evolves faster than ethics can keep up, it is creativity, adaptability, and integrity that define true impact.
PRSP President Louie Sebastian, APR, underscored the Congress’s purpose:
“The National PR Congress has always been a place of conversation, consultation, and course correction. Let us harness our collective intelligence to bring real and lasting change—not only in our practice but for our society as a whole.”
Throughout the sessions, participants reflected on pressing questions:
How do we measure reputation in data-driven environments?
How do we remain authentic in an age of artificial intelligence?
How do we find meaning in the mundane—and impact in the intangible?
The event stood as a powerful reminder that while platforms and tools may change, the heart of PR remains human—anchored in empathy, trust, and purposeful communication.
This year’s Congress was made possible through the support of its partners and sponsors: Platinum Sponsor PMFTC Inc.; Gold Sponsors Development Bank of the Philippines and PLDT Home; Silver Sponsor Pascual Laboratories, Inc.; and Bronze Sponsors BPI, DDB Group Philippines, Glue Up, ICTSI, Meralco, and Pag-IBIG.
PRSP also extended its gratitude to its Donors—Coca-Cola Europacific Philippines, CW Home Depot, Diamond Hotel, Hotel Okura Manila, PDIC, and SM Supermalls; and Media Partners—Daily Tribune, GMA Network, and Solar Entertainment Corporation.
As the curtains closed on the 32nd National PR Congress, one truth remained clear: the plot twist facing PR today is not a dead end—it is an invitation to reimagine, reinvent, and redefine what it means to communicate with purpose in the modern world.
This story came out on https://thenewchannel.com/highlights/.
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