Communications leaders tackle reputation management

Communications professionals have highlighted the critical role of accountability and authentic relationships in reputation management during the 32nd National PR Congress organized by the Public Relations Society of the Philippines (PRSP).Communications veteran and PRSP Board Member, Joe Zaldarriaga (leftmost), led the panel session “By the Number: Putting a Value to Reputation and Relationships” where he stressed that reputation should be treated as a core business strategy rather than a mere byproduct.“Reputation is not a byproduct. It is a business strategy. And relationships are not just about access. They are about authenticity, accountability, and alignment,” Zaldarriaga, who is also Meralco Vice President and Head of Corporate Communications, said.Joining him in the insightful discussion were Marzie Marzan, Co-founder & CEO of Alpas Consultancy (second from left); Nina Franco, Country Manager of Brand Finance (center); Toff Rada, Maya Head of Corporate Affairs (second from right); and Richard Arboleda, Country Communications, Government Affairs & Market Access Head of GSK (rightmost).The group tackled strategies on how communication professionals can strengthen their role as risk mitigators, strategic advisors, and architects of trust.Zaldarriaga underscored the everyday value of public relations, pointing out that building and sustaining trust is not confined to moments of crisis but is reflected in daily decisions that shape how organizations are perceived.With almost four decades of experience in the communications field, he is widely regarded as one of the country’s most respected voices in corporate communications, public relations, advocacy and crisis communications.