Communicators invited to national congress in Boracay

MANILA, Philippines - The Public Relations Society of the Philippines (PRSP) is set to hold its 2013 National PR Congress on September 27-28 at the Paradise Garden Resort in Boracay Island, the first time that the annual event is being held outside Manila.

The two-day congress with the theme “From Ripples to Waves: PR as Agent of Sustainable Change” will consist of six plenary sessions with expert resource persons who have successfully influenced social change through their brand values.  According to congress committee chairperson Charmaine Canillas, “Beyond image building and reputation management, PR can trigger and radiate new mindsets, and set in motion a wave of action toward sustainable change. We invite all PR practitioners to join us in what we expect to be a very stimulating learning experience in one of the world’s best island destinations.”

The opening plenary, titled “From Ripples to Waves,” will rediscover the strategic role of PR in creating meaningful brand impact on human lives. By de-emphasizing spin doctoring, message manipulation and image window dressing, businesses can be less brand-centric and more public-focused to create catalyst ripples that can grow into waves of real and positive change.

Plenary 2, on the subject of “Creating Long-Term Value,” examines the top criterion for today’s brands. How do we forge a relationship with our publics? How does a brand carve out its place in people’s lives, beyond purchase and preference? How do we chart PR’s role in keeping and sustaining that value?

“The Big Shift” or effective storytelling using today’s innovative tools and solutions is the focus of the third plenary. Here, panelists share about how to develop online PR strategies in this era of social media, where PR practitioners are not just mouthpieces but engaging storytellers.

The second day starts out with a session on “Program Monitoring and Evaluation.”  With the present premium on how integrated communications enables stakeholders to influence business strategy, PR practitioners need to learn about consumer feedback, content generation, stakeholder immersions, and other such buzzwords.

The fifth plenary is titled “360 Degrees—Forget Linear Thinking.” When you change the game, the impact is plural and multi-dimensional, like a ripple. What is rarely noticed is that the game change must also be inward, affecting the very nature of the business. Here, speakers will share how they have reinvented the direction of their enterprise to make it all sustainable.

“Beyond CSR” is the subject of the closing plenary. It looks at the issue of integrity — matching your message with your company’s behavior, and aligning CSR programs with communications and public affairs frameworks to add value to the business.

For more information, visit www.prcongress.ph or contact the PRSP Secretariat at telephone 623-9479 or mobile (0917) 599-5072.