To mark the 20th year of the National Public Relations Congress, the Public Relations Society of the Philippines (PRSP) brought this year’s conference out of the metro and into the sparkling shores of world-famous Boracay Island. “From Ripples to Waves: PR as agent of sustainable change” aimed to inspire communicators to influence social change by going beyond image management and into longer-term relationship building thru the practice of value-based, public-focused communications.
Close to 250 PR practitioners flew to Boracay from various parts of the country to attend the two-day Congress held on September 27-28 at the Paradise Garden Resort Hotel & Convention Center. Representing the academe as well as private and government sectors, participants listened to six highly engaging plenary sessions facilitated by local and global experts including Alvin Chan, Co-Founder & Chief Technology Officer of iSentia Brandtology.
Doc Alvin, as he was called by the congress delegates, joined Philippine TV and social media personality Lourd De Veyra in the session on Program Monitoring & Evaluation. Alvin definitely set the tone of his presentation when he made everyone stand up and simultaneously say “Whatsaaaaaaaaaaap”. He then proceeded to show delegates how communication professionals can properly equip themselves with the right tools, actions and measurements in managing their social PR. To illustrate the importance of correct social media handling, he presented three case studies highlighting differing social media crisis management strategies. Alvin’s presentation proved to be a great springboard for a very stimulating discussion afterwards, prompting several questions not only from the audience but from his co-panelist as well.
by Hazel R. Loreto-Murphree, iSentia Country Head, Philippines