Convergence of human, artificial intelligence the way forward for Philippine PR industry
32nd National PR Congress highlights the importance of the human touch amid disruption from emerging tech
With a communication industry in the midst of unprecedented disruption, close to 450 delegates gathered to discuss the most relevant topics confronting Philippine public relations at the 32nd National PR Congress held at the Solaire Resort North last September 11 to 12.
The event was organized by the Public Relations Society of the Philippines (PRSP), a member of the Global Alliance for Public Relations and Communication Management, and chaired by Norman Agatep, APR, acting Treasurer of Global Alliance’s 2025-2026 Executive Board. The 32nd National PR Congress brought together sixty speakers and panelists from allied industries to tackle existential questions that every PR professional is asking. Guided by its theme, “Plot Twist: Unraveling Today’s PR Paradox,” the event also surfaced conversations shaping how the industry is charting its path forward.
In her welcoming remarks, PRSP President Ma. Luisa Sebastian, APR, highlighted the important role of communication in today’s hyperconnected world.
“Communication isn’t merely transmitting a message from one person to the next. It is more than that. Communication can educate, enlighten, and elucidate. It can persuade and convince people to act and change the course of events. Communication can power a movement and breathe life into a cause. It is transformative, enabling, and liberating,” Sebastian stressed.
Meanwhile, Agatep, who also serves as PRSP Vice President-External, laid out the challenges that PR practitioners face today, especially with emerging technologies changing the way we stay connected.
“We live in a paradoxical world truth spreads slower than lies, where authenticity is crafted, and silence can speak louder than words,” Agatep said. “Sometimes we think trust is high, but often skepticism is higher. The internet provides so many ways to connect, yet audiences feel more distant. We chase virality but long for lasting impact. And everyone today has a voice, yes, yet real conversations are getting rarer.”
Recognizing these challenges, Philippine Presidential Communication Sec. Dave Gomez, in his keynote speech, outlined how PR practice has changed because of trends and technological breakthroughs that are redefining how we communicate. One aspect he highlighted was the importance of maintaining the value of our humanity amid the breakneck adoption of AI in almost every aspect of our lives.
“The first thing you must do—just as technology is shaping the landscape—we need to leverage technology ethically and embrace it across our strategies. We must keep the human touch by focusing on human-centric approaches,” Gomez explained.
Authenticity as a driver of influence
Discussions on the opening day emphasized how strong narratives can deliver impact even with limited resources, and how creators are becoming an indispensable part of today’s marketing mix. A panel on ethics in content creation underscored the importance of honesty and integrity as influencers grow into trusted voices in the digital space.
Delegates also heard about how a clear brand identity and consistent values fueled programs that build authentic connections. This segued into a panel on communicating sustainability initiatives credibly.
The debate over long-form versus short-form storytelling was also tackled, with sessions weighing the enduring influence of long-form narratives against the rise of bite-sized content in an oversaturated media landscape. The day closed with a look at how online communities shape conversations and how audience sentiment increasingly directs brand reputations in a digital-first world.
The human element in the age of AI and data
The second day turned the spotlight on the balance between technology and human insight. Discussions highlighted how resonant communication necessitates the confluence of data, technological tools and empathy including. This led into a conversation about the importance of authenticity in implementing sustainability programs.
One talk examined how PR professionals can defend the value of PR initiatives to leadership through language that they can understand. While panels on the choice between prioritizing quantity or quality and valuating reputation and relationships explored the trade-offs of reach versus engagement and the challenge of assigning value to trust and reputation, underscoring their role in long-term business sustainability.
Afternoon sessions stressed the importance of people and human insight in analyzing data. Other panels focused on safeguarding authenticity in the age of AI, ensuring that creativity and empathy remain central, and using analytics to strengthen storytelling.
The Congress concluded with forward-looking panels on the future of work—covering automation, upskilling, and new workplace demands—and on bridging the gap between PR education and industry practice through stronger collaboration.
Broadening horizons in a time of disruption
With two days filled with interesting, thought-provoking, and engaging talks and panel discussions, this year’s National PR Congress delivered on the promise of engaging PR professionals in conversations that can help redefine the future of the communication industry.
“The theme Plot Twist came from conversations that I’ve been having with colleagues from the industry,” Agatep said. “It is a distillation of their feelings given the unprecedented changes that we are seeing in the PR practice today. Through the conversations we’ve had with our speakers and panelists, we’ve helped broaden our delegates' perspectives and equip them with the knowledge they need to face the challenges of today and emerge unscathed.”
For more information about the PRSP, its future activities, and how to be a member of the Society visit www.prsp.ph or follow them on Facebook and X.
