Joe Zaldarriaga
Meralco vice president and head of Corporate Communications, Joe R. Zaldarriaga, has called on communications professionals to harness the power of data and artificial intelligence (AI) with a strong commitment to responsibility and ethics. Addressing industry leaders, he emphasized the transformative potential of AI while underscoring the critical role of communicators in upholding truth and integrity, particularly in the fight against misinformation and fake news.
Speaking at the IABC Asia Pacific Fusion Conference 2025 in Mandaluyong City, Zaldarriaga—who also chairs IABC Philippines—reaffirmed his longstanding advocacy against fake news.
“As many of you know, combating fake news has been my enduring mission within IABC Philippines—a cause I will continue to champion as long as I am able. We have both the power and the responsibility to uphold truth, integrity, and trust, which are the foundational pillars of our profession,” he stated in his welcome address.
The two-day conference focused on pressing challenges in the communications industry, including bridging generational divides, addressing organizational apathy, and managing change effectively.
Beyond fostering deeper audience connections to drive positive change, Zaldarriaga highlighted the importance of developing communication strategies that truly resonate. He encouraged professionals to go beyond business-oriented messaging and take meaningful stances on critical social issues.
“As communicators, we must do more than discuss business. We need to take a stand on issues that matter,” he asserted, citing Meralco’s advocacy for animal welfare as an example of corporate engagement in meaningful causes.
The Philippines played host to the Asia Pacific regional conference on March 17-18, 2025, at the EDSA Shangri-La Manila. IABC, a global network of professional communicators, aims to foster a diverse community and uphold the highest standards of communication practices worldwide.