Communications leaders are increasingly framing reputation management as a decisive force in policymaking, stressing that trust and credibility have become central to influencing both public perception and regulatory outcomes.
Speaking at a recent industry reception organized by CARMA Philippines, communications veteran Joe R. Zaldarriaga urged organizations to rethink how they approach reputation. Zaldarriaga, Vice President and Head of Corporate Communications at Meralco, said reputation should no longer be treated as a support function but embraced as a leadership discipline embedded across the organization.
He noted that reputation is built through everyday decisions and conduct, not merely through messaging or campaigns. According to Zaldarriaga, effective reputation management requires a mindset that recognizes credibility as an outcome of consistent behavior, anchored in corporate values and reinforced by organizational culture.
He added that this perspective must be fully integrated into strategy, shaping how companies respond to stakeholders and society at large. Zaldarriaga also serves as a trustee of the Public Relations Society of the Philippines.
Joining the discussion was Richard Arboleda, Corporate Communications and Public Affairs Director of JTI Philippines and Vice President of the IABC Philippines. Together, the speakers examined practical approaches to managing public trust while balancing regulatory expectations and commercial realities, particularly during periods of heightened scrutiny.\
They emphasized that companies are better positioned to protect and strengthen their reputations by committing to transparency, showing empathy in decision-making, and grounding actions in a clear public-service mandate. These principles, they said, are increasingly essential as stakeholders demand greater accountability from institutions operating in complex policy environments.
With nearly four decades of experience, Zaldarriaga is widely regarded as one of the country’s most respected voices in corporate communications, public relations, advocacy, and crisis management, lending weight to his call for organizations to treat reputation as one of their most valuable strategic assets.