At a time when technology is rapidly changing how people communicate, the way PR and brands interact with their consumers must also change. How true is this in the current PR landscape in the Philippines? This session takes off from the preceding one and will discuss current practices, developments, trends and even concerns or roadblocks in the Philippine PR industry. In covering local trends and practices, the speakers will amplify issues faced by local practitioners and trends likely to influence the current landscape.

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  Ron Jabal, APR

  CEO of PageOne Group
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  Bong Osorio, APR

  Former Senior VP of Corporate Communications at ABS-CBN Corp. Philippines

Global Outlook. Local Attitude. Where do we draw the boundaries?

This session amplifies the balancing act many agencies face as they adopt international practices to up their PR game while growing their strengths as local practitioners. For agencies part of an international group, how do they define autonomy or is there a need for it?

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  Marc Ha

  Managing Director APAC Client Strategy of Archetype

Often than not, crises are deemed the beginning of a brand's end. In almost all cases, crisis management is geared toward gatekeeping to prevent media pickups or digression to divert attention away from the real issue. What if there's a way to turn crisis into a social impact initiative?
This session will look at how a crisis can be turned into a good social movement. The case of the Christchurch terror attack and how the crisis was handled will give new insights on crisis management.

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  Fiona Cassidy, APR, LPRINZ

  Board Chairman at Public Relations Institute of New Zealand

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  Richard Bagnall

  Co-managing partner at CARMA International
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  Kelvin Koh

  Regional Business Director of Isentia
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  Weldon Fung

  Director of Meltwater Social in South East Asia

INFLUENCER MARKETING IN THE AGE OF AUTHENTICITY
Influencers rose mainly because they create nonsynthetic content. They are the Juans and Juanas, real people who share their experience with brands not because they are paid but because they want to share their story. But as these same influencers assume celebrity status because of their growing following base and brands engage them for their needs, is authenticity flying out the window? And with virtual marketing emerging, how can we be sure content remains authentic and the connection nonsynthetic?

CROSSING BORDERS: UNDERSTANDING PR PRACTICE AND TRENDS IN DIFFERENT REGIONS IN THE PHILIPPINES
Amplifying one reality today that PR practices differ among the different regions in the country -- within Metro Manila itself and between NCR and the regions outside it -- this session will look into the gaps, if any, and see where standard practices can be adopted. It will also discuss best practices from the different regions, providing practitioners insights on what communicators from other areas in the country do and what they can adopt for their own practice.

JOINED AT THE HIP: WHEN PR AND MARKETING SYNERGIZE
PR and marketing are different in objectives, approaches and target markets. Yet they share a common goal -- to build and nurture the relationship between an organization and its stakeholders -- and this is pursued as they complement each other in more ways than organizations and practitioners admit.
How else can PR and marketing sync? Do brands need to pursue only one or would aligning PR and marketing serve their needs better? How can practitioners ensure consistency between their PR strategies and marketing plans?

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  Paul Fedelicio

  Managing Director, Corporate Branding and Agency Lead for PR & Influence of Thoughtful Media Group
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  Doris Isubal-Mongaya

  CEO & Founder of PR Works Inc.
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  Ed Timbungco, APR, CPME

  Public Relations Manager at Mang Inasal

Brands live in a world of constant motion. Economics, culture, competition, crises, regulation — every little moment affects how consumers see you. The bad news is: You don’t have control over any of it. So are you propelling your brand, or is someone or something else doing it for you? Or is it both? And what can you do about it?

This session sets out to understand this world of motion and how brands might harness that movement to navigate the complexities of disruption and dislocation, and win consumers’ love.

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  Jeremy Seow

  CEO - Singapore of WE Communications

Gillette. Nike. Coke. These brands consciously and bravely dove into the center of politically charged conversations. In the Philippines, more Filipinos have become conscious consumers as seen in their active participation in social issues. Brands and organizations, however, are indifferent -- scared even -- to political correctness.
So we ask, what is holding back organizations in the Philippines from participating in social narratives? Are they consciously avoiding getting involved or are they only not aware enough?

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  Arun Sudhaman

  CEO/Editor in Chief of The Holmes Report
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  Mark De Joya

  Marketing Director of Max's Group Inc.

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  Maria Noemi Azura

  Executive Vice President and Seconded to Insular Health Care as President and CEO of Insular Health Care

WINNING THE WAR OF STORIES
Technology has fast-tracked the rise of the digitoral era, enabling brands to tell stories that reflect consumers' experiences or move audiences to care, act or take part in their cause. But at a time when all brands have seemingly become storytellers, how will your story stand out?

BUILDING THOUGHT LEADERSHIP IN THE AGE OF CONNECTED COMMUNICATION
The digital space has become a repository of information and has granted individuals easy access to data and claims of thought leadership. How do we identify a true industry expert from a pool of individuals who claim the same expertise?

THE FUTURE OF SOCIAL IMPACT COMMUNICATION
At a time when the public can be very suspicious about the real intent and motivations of brands' advocacy or social impact communication initiatives, how should communicators connect the brand to their communities better?

This session challenges PR practitioners to revisit their social investment campaigns to find where they can do better, particularly in the age of technology. It will look into how to measure the success of a campaign or program and assess its impact on the communities it is supposed to serve.

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  Raul Castro

  Chairman and CEO of McCann Worldgroup Philippines
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  Monique Castro

  Corporate Affairs and Communications Senior Manager at Pepsi Cola Products Philippines, Inc. (PCPPI)
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  Chito Sobrepeña

  Executive VP / President at Metrobank / Metrobank Foundation