Joe R. Zaldarriaga, Vice President and Head of Corporate Communications at Meralco, is calling on communication and public relations professionals to actively take part in the fight against fake news and misinformation. Speaking at a seminar hosted by the Public Relations Society of the Philippines (PRSP), Zaldarriaga stressed the vital role of the industry in upholding truth and integrity in the digital age.
A member of the PRSP Board of Trustees, Zaldarriaga underscored the need for critical thinking, collaboration, and media literacy in tackling the growing threat of disinformation. He also offered practical insights and strategies on how communication professionals can detect and counter false narratives to protect their organizations and the public.
“In this digital era, staying informed and united as communicators is more important than ever. Promoting media literacy among our peers is key to curbing the spread of misinformation. By doing so, we can lead with clarity, integrity, and ensure that truth remains at the heart of our industry,” he said during his session, Decoding Deception: Navigating the Era of Fake News.
With nearly 40 years of experience in the field, Zaldarriaga remains a strong advocate for ethical and responsible communication practices.
The seminar, titled Combating Fake News: Strategies for Brands, Media, and Society, was organized by the PRSP—recognized as the country’s leading organization for public relations professionals, committed to advancing the profession and promoting the highest ethical standards in the industry.