Regional PR Conference Launches in the Philippines

03:00 PM November 09, 2018

PR Asia, the premier conference aimed at public relations and corporate communications professionals in Southeast Asia, is launching in Manila on November 14, 2018 at the SMX Convention Center, SM Aura Premier, BGC, Taguig City.


Organized every year by the Singapore-based publisher of Human Resources magazine, Lighthouse Independent Media, PR Asia’s Philippine edition will highlight the constant challenges in today’s media and communications landscape.

PR Asia 2018 will emphasize the importance of adaptation while holding on to fundamental principles in an age of disruption and constant change. It will ask the following questions: What are best practices for crisis prevention and management in this era of increased sensitivity and entitlement? How can we measure impact beyond the usual metrics? How does data drive communications? Are influencers still relevant?

The participants will also have time to respond to these questions while networking during the breakout sessions.

The first speaker, Arthur Policarpio, is the co-founder and CEO of Mobext Philippines, one of the leading mobile-first creative digital agencies in the Philippines and the regional center of excellence of Havas, one of the largest marketing communications companies in the world. He will discuss the all-important topic of bridging the gap between communications and revenue.

The next topic, which is about learning the language of Gen-Z and the digital natives, will be discussed by Victoria Herrera, the founder of Next Theory. She is a writer, brand and content strategist, and entrepreneur based in Asia. With extensive experience in TV, radio and print, she has worked on developing creative content across diverse digital platforms in Hong Kong, Singapore, and the Philippines.

The next speaker, Arline Adeva, will then explain why content is still king. She has been with Jollibee Foods Corporation for 10 years, leading the PR department of the company’s flagship and well-loved brand, Jollibee. As the Assistant Vice President and head of the Brand communications, PR and Digital Marketing team, she is overseeing all the publicity requirements of the Jollibee brand with her team.

Yasmine Hidalgo, the PR Director of Sofitel Philippine Plaza Manila, will then show how professionals can leverage on influencers and celebrities for luxury brands. She was recently awarded the Marketing and Communications Hotelier at the Hotelier Awards Asia 2018 in Singapore. In Dubai she also won highly Commended ‘PR and Marketing Person of the Year’ Award by Hotelier Middle East Magazine in 2009.

Following the lunch break, the first topic to break the ice is about best practices on crisis management and prevention. Exploring its various complexities is Atty. Estrella Elamparo, the Senior Partner of DivinaLaw. She pioneered and currently heads the Firm’s Crisis Management and Communications Department – a unique practice group catering to the legal and public relations requirements of clients embroiled in crisis situations.

The role of the organization in corporate social impact will expound on the more fulfilling parts of public relations. Discussing this is Gilda Maquilnan, the Sustainability and Community Manager of Coca-Cola Far East Limited. She has 23 years of solid experience in the field of public affairs and communication, and has held leadership roles from various industries such as quick service restaurants, business process outsourcing, apparel manufacturing, and legal services.


Michelle Orosa-Ople, the Media Relations and Activations Director of Ripple8, will showcase the importance of how to build a powerhouse communications team. She is a veteran multimedia business-journalist-turned-PR-professional with over 10 years of experience and extensive knowledge in visual storytelling and communicating messages across traditional tri-media and new digital platforms.

The last speaker, Joe Zaldarriaga, will also highlight one vital if rarely-discussed element in public relations: media monitoring. He is the Assistant Vice President and Head of the Public Information Office – Corporate Communications of the Manila Electric Company (Meralco). He is also the President of the International Association of Business Communicators (IABC) Philippines.

Capping the conference is a panel discussion that will analyze the rise of the influencer in a new age of influence. The panelists will also present short case studies related to the topic.

The first panelist, Owen Cammayo, is the head of corporate affairs and communications for the Bank of the Philippine Islands. He serves as a trusted advisor and strategic counselor to the CEO and the senior leadership team.

The second panelist, Kate Delos Reyes, is the managing director of GetCRAFT. She transforms businesses through content. Her consultative approach has helped organizations build strong content strategies and drive successful execution.

Finally, the last panelists are the founders of the travel blog GaminTraveler: Ruben Arribas and Rachel Pregunta. Ruben is Spanish and is a hard-core traveler who has been to 85+ countries around the world. Together with Rachel, who is from the Philippines, they combined their passion for writing, storytelling, and travel, to build what is now their personal brand online – Gamintraveler.

The public relations landscape, with its risks and rewards, will be seen through an entirely different lens through this conference, which will provide its participants a strong understanding and appreciation of the industry’s next disruptive phases.

For more information, contact Learning Curve, the Philippine licensee of Marketing magazine and Philippine organizer of PR Asia 2018, at 696-6981 or 570-7506, or visit


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