A single post can shape opinions, build credibility—or spread misinformation. For aspiring communicators, that power comes with a responsibility that goes far beyond chasing likes and shares.
This was the message of Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga to students during a caravan organized by the Public Relations Society of the Philippines (PRSP) at De La Salle University–Lipa in Batangas.
The communications veteran urged future practitioners to make authenticity, truth, and integrity the foundation of their digital storytelling, emphasizing that compelling content must also be responsible content.
“Content creation goes beyond simply crafting messages. It is about building trust, promoting truth, and engaging audiences with purpose. Always remember, digital storytelling must always be anchored on truth and integrity,” he said.
As digital platforms give more people the ability to publish and influence audiences, Zaldarriaga reminded students that reach and engagement are only part of the equation. Every piece of content also contributes to a creator’s reputation—and carries consequences for the people who encounter it.
“Your digital footprint is your first digital press kit. Today, posting costs nothing, and that is exactly why responsibility is heavier. The tools have changed, but the responsibility did not,” Zaldarriaga added.
His message placed ethical content creation at the heart of both effective brand storytelling and the fight against misinformation, encouraging students to consider the lasting impact of what they share.
Zaldarriaga, who also serves as PRSP treasurer and a member of its board of trustees, joined fellow industry speakers Ana Pista, PRSP president and CEO of Ardent Communications; Franz de la Fuente, corporate communications manager at Aboitiz InfraCapital; Francis Pugeda, AI platforms director at Globe Telecom; and Emver Cortez, Philippine Information Agency NCR director.
Through learning sessions led by public relations practitioners, the student caravan connects classroom lessons with the demands of professional communication, giving aspiring communicators insights into the judgment and accountability the field requires.
The initiative also aligns with Meralco’s media and information literacy advocacy, which encourages stakeholders to assess digital coA single post can shape opinions, build credibility—or spread misinformation. For aspiring communicators, that power comes with a responsibility that goes far beyond chasing likes and shares.
This was the message of Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga to students during a caravan organized by the Public Relations Society of the Philippines (PRSP) at De La Salle University–Lipa in Batangas.
The communications veteran urged future practitioners to make authenticity, truth, and integrity the foundation of their digital storytelling, emphasizing that compelling content must also be responsible content.
“Content creation goes beyond simply crafting messages. It is about building trust, promoting truth, and engaging audiences with purpose. Always remember, digital storytelling must always be anchored on truth and integrity,” he said.
As digital platforms give more people the ability to publish and influence audiences, Zaldarriaga reminded students that reach and engagement are only part of the equation. Every piece of content also contributes to a creator’s reputation—and carries consequences for the people who encounter it.
“Your digital footprint is your first digital press kit. Today, posting costs nothing, and that is exactly why responsibility is heavier. The tools have changed, but the responsibility did not,” Zaldarriaga added.
His message placed ethical content creation at the heart of both effective brand storytelling and the fight against misinformation, encouraging students to consider the lasting impact of what they share.
Zaldarriaga, who also serves as PRSP treasurer and a member of its board of trustees, joined fellow industry speakers Ana Pista, PRSP president and CEO of Ardent Communications; Franz de la Fuente, corporate communications manager at Aboitiz InfraCapital; Francis Pugeda, AI platforms director at Globe Telecom; and Emver Cortez, Philippine Information Agency NCR director.
Through learning sessions led by public relations practitioners, the student caravan connects classroom lessons with the demands of professional communication, giving aspiring communicators insights into the judgment and accountability the field requires.
The initiative also aligns with Meralco’s media and information literacy advocacy, which encourages stakeholders to assess digital content more critically and engage with it responsibly.
Meralco is also part of ThinKaMuna Pilipinas, the MediaQuest Group’s media and information literacy program led by Manuel V. Pangilinan, which promotes critical thinking and responsible media consumption to help address disinformation.
For students preparing to make their mark online, Zaldarriaga’s challenge was clear: create content that earns attention—and gives audiences a reason to trust.ntent more critically and engage with it responsibly.
Meralco is also part of ThinKaMuna Pilipinas, the MediaQuest Group’s media and information literacy program led by Manuel V. Pangilinan, which promotes critical thinking and responsible media consumption to help address disinformation.
For students preparing to make their mark online, Zaldarriaga’s challenge was clear: create content that earns attention—and gives audiences a reason to trust.