Chief Justice Maria Lourdes Sereno challenged participants to the 22nd National PR Congress recently held at the Inter-Continental Hotel in her keynote speech on the first day of the two-day congress. She asked them, “Are we living up to the requirements of being above reproach?”
She continued, “Dignified silence is a principle I laid down. It is not [that]we did not want to be opaque or transparent. Words should be carefully laid out.”
“We cannot escape accountability,” Sereno said.
Attended by the members of the Public Relations Society of the Philippines (PRSP), the congress with the theme “PR Basic Instinct (Now Showing) probed deeper basic instincts of public relations and their role in Asean integration.
According to a PRSP statement, “Basic Instinct is what we feel inclined to do with no thought or consideration or intervention. For PR, it’s a natural desire: to inform, to get people to talk and think about us/our organization in a positive way, to inspire/persuade, to sell and ultimately, to survive.”
The statement continued, “This is mainstream PR. And the end goal is to sell, which inevitably facilitates one’s survival in a competitive world. But competition has gone haywire what with advance technology coupled with a volatile psychographics of the market. Hence, mainstream PR doesn’t work as effectively as it used to. This led to PR revisiting its role in business as a tool for acceptance and appreciation of the authentic self, which is the call of the day [as opposed to a well-crafted image]and as a way to promote collaboration, which is becoming the trend [instead of competition].”
The first day of the congress focused on the how local and foreign companies survive crises amid public and media pressure while the second day laid out opportunities both in the local and international markets in time for the Asean integration.
The congress featured 10 sessions with speakers Marianne Hontiveros of Air Asia Philippines, Larry Chan of Oishi-Liwayway Holdings Inc., Jianina Salindong-Du of Procter and Gamble, Kankan Ramos Lim of Havas Media Ortega, Ron Jabal from PRSP Anvil, Prita Kemal Gani of the Asean PR Network, Stuart Jamieson of Nielsen Philippines, Jay Bautista of Strategic Consumers and Media Incites, Jeanine Javelosa of ECHOstore Sustainable Lifestyle, EON Stakeholder Relations and Women’s Business Council and Ronald Agulto from the Cyber Crime Division of the National Bureau of Investigation.