Authenticity, AI, and the paradoxes faced by the PR industry takes center stage
The Philippines’ most anticipated gathering for communication professionals returns this September with a bold mission — to navigate the unprecedented challenges and opportunities reshaping the practice of public relations. The 32nd National PR Congress, organized by the Public Relations Society of the Philippines (PRSP), will be held on September 11 and 12 at Solaire Resort North, uniting leading PR practitioners, thought leaders, and innovators from across the globe.
Carrying the theme “Plot Twist: Unraveling Today’s PR Paradox,” the two-day event is set to explore the dilemmas and disruptions facing the PR industry in a rapidly evolving communication landscape. With the rise of AI-generated content, shrinking consumer attention spans, and a growing skepticism toward traditional PR messaging, professionals are tasked with delivering authenticity and fostering genuine engagement at a time when trust is harder to earn.
PRSP Vice President-External and Congress Chairman Norman Agatep, APR, underscores the urgency of the gathering: “We are at an inflection point and it is imperative that we are clear-eyed and strategic in our response to the challenges of the times. Our goal is to bring PR professionals together to discuss, debate, and understand what we need to do to ensure that our profession and our skills remain responsive to the needs of stakeholders amid all of these tectonic shifts.”
The Congress will feature in-depth sessions on how emerging technologies — particularly generative AI — can be leveraged to enhance creativity, efficiency, and storytelling impact without losing the human touch. Discussions will also highlight humanizing big data, exploring how insights from online behavior can drive meaningful and socially responsible communication strategies.
Other core topics will include:
- Authenticity in the Age of AI – Striking a balance between automation and human connection.
- Consumer Engagement – Turning audiences into active brand advocates.
- Meaningful Metrics – Identifying effective ways to measure intangible yet impactful communication outcomes.
- People-Centric PR – Nurturing talent, promoting work-life balance, and elevating PR professionals into leadership roles.
PRSP President Ma. Luisa Sebastian, APR, notes the caliber of this year’s lineup: “We have brought together stalwarts, thought leaders, and game changers for this year’s National PR Congress. We hope these discussions will inspire action and meaningful transformation in how we do things.”
Supported by Development Bank of the Philippines, Meralco, International Container Terminal Services, Inc., Pag-IBIG Fund, and GMA Network, the event promises to be both a learning platform and a networking powerhouse for PR professionals ready to embrace change.
Ticket prices start at ₱11,000. For ticket reservations and sponsorship opportunities, email nationalprcongress@prsp.ph.
For more details on PRSP and upcoming activities, visit www.prsp.ph or follow PRSP on Facebook and Twitter.
