Social media influencers and communications professionals called on students from academic institutions nationwide to champion authenticity and purpose in their storytelling during the 2025 National Student PR Congress and Grand Prix organized by the Public Relations Society of the Philippines (PRSP).
This year’s highlight was the panel “Live, Loud and Sponsored: The Future of Influencer PR,” featuring Aboitiz InfraCapital Manager Franz dela Fuente, social media personalities Mark “Macoy Dubs” Averilla and Jako de Leon, and Meralco Vice President and Head of Corporate Communications Joe “Manong Joe” Zaldarriaga. The speakers discussed how meaningful, value-driven content fosters sustainable partnerships and helps brands build deeper connections with their audiences.
Zaldarriaga, a veteran communicator, shared insights from his work at Meralco, emphasizing how creative content enables the company to simplify complex energy topics for the public. By transforming technical information into relatable and easily understood stories across digital platforms, Meralco has strengthened its engagement with consumers while promoting energy literacy.
The panel also explored the evolution of influencer PR—from one-off endorsements to long-term collaborations grounded in shared values and authenticity. The speakers agreed that audiences today value sincerity and purpose over polished perfection, making credibility the foundation of lasting influence.
“Find your passion, be authentic, and look for what keeps you alive every day. Be true to yourself and discover how you can contribute to society in ways that create lasting impact,” Zaldarriaga, who also serves as a PRSP Board Member, told the student participants.
The National Student PR Congress and Grand Prix is PRSP’s flagship two-day event, gathering college students and educators from across the Philippines for immersive learning, collaboration, and competition aimed at shaping the next generation of public relations professionals.