Prsp Calls for Public Relations to Have a Seat at the Decision-Making Table

At the 33rd National PR Congress, the organization outlined a five-year roadmap focused on professional standards, ethical practice, career development, and stakeholder trust.

The Public Relations Society of the Philippines (PRSP) is calling on organizations to involve public relations leaders earlier in decisions that affect their people, reputation, and stakeholder relationships.

PRSP President Ana Ruby Pista, APR, delivered the message at the 33rd National Public Relations Congress, held September 17–18 at Solaire Resort North. With the theme “STEWARD THE STORY: From Clout to Legacy,” the gathering examined how communicators can contribute to organizational strategy and build lasting trust.

“Our goal over the next five years is for public relations to have a recognized seat at the decision-making table, where practitioners help shape strategy, guide decisions, and protect stakeholder trust,” Pista said.

Philippine PR Roadmap 2030

Pista presented the Philippine PR Roadmap 2030 as a framework for strengthening the profession and preparing practitioners for greater responsibility.

The roadmap covers seven interconnected areas:

• Professional standards and accreditation
• Fair and sustainable industry economics
• Continuous learning
• Strategic recognition of public relations
• Ethics and digital governance
• Education-to-employment pathways
• Stronger regional networks

Planned efforts include continuing education through the PRSP Academy, wider promotion of the Accredited in Public Relations credential, and clearer professional development pathways.

Pista emphasized that professionalizing PR means strengthening its existing foundations, including competence, ethical standards, and economic sustainability.

“A seat at the table comes with the responsibility to exercise judgment,” she said. “To earn that seat, fulfill that responsibility.”

Connecting Education With PR Careers

The Congress also addressed the relationship between academic preparation and workplace expectations.

The Marketing Lab of San Beda University and the San Beda Junior Marketing Association presented The Praxis Paradox, a study examining the mismatch between academic foundations and professional PR practice in the Philippines.

Drawing on focus group discussions with practitioners and academic leaders, the study explored preparation in areas such as strategic planning, data literacy, AI ethics, and narrative intelligence.

PRSP is also establishing a Job and Internship Hub to connect emerging practitioners with employment and internship opportunities. Pista called for updated curricula, stronger industry-academe partnerships, and meaningful workplace experience.

Building Trust Through Organizational Decisions

Keynote speaker and former Communications Secretary Herminio “Sonny” Coloma Jr. encouraged practitioners to assess their work beyond reach, engagement, and follower counts.

“The best public relations is not simply about telling a better story. It is about helping organizations become worthy of a better story,” Coloma said.

His message reinforced the Congress’s emphasis on connecting communication with organizational conduct, accountability, and lasting impact.

Expanding Opportunities Across the Philippines

PRSP has established Regional Satellite Networks in the Visayas and Mindanao, with the Visayas network launched in Cebu in July.

The networks aim to bring professional development, mentorship, accreditation, and industry-academe collaboration closer to practitioners outside Metro Manila. They will also help identify local needs and strengthen regional participation in the profession.

Pista stressed that building a stronger national PR community requires opportunities across the country.

Keeping Human Judgment Central to AI Use

The Congress also examined how artificial intelligence is changing communications work.

Pista said practitioners remain responsible for verifying information, assessing AI-generated content, recognizing bias, protecting confidential material, and deciding when human judgment must take precedence.

“Technology should strengthen our capacity to think, investigate, and advise. The accountability remains ours,” she said.

She closed by urging business leaders, government officials, and organizational heads to include communications leaders earlier in important discussions—and by calling on practitioners to prepare themselves for that responsibility.