The Public Relations Society of the Philippines (PRSP) addressed the uncertainty and opportunities that AI has brought to communications.
Due to the constant and unprecedented advancements in technology, communication professionals often find themselves in a dynamic landscape that forces them to adapt or risk being left behind. .
To help communication professionals thrive in this era of constant disruption, the Public Relations Society of the Philippines (PRSP) went with VUCA – volatility, uncertainty, complexity, and uncertainty – as the focus of the 31st National Public Relations (PR) Congress, held. Last September 26 and 27 at The Manila Hotel Tent City in Manila.
Pursuing the theme “Inside the Uncertainty: Communication in the Time of VUCA,” the event tackled a number of issues that affect the business community, through relevant and meaningful discussions by led by some of the biggest names in networking.
Among the topics discussed during the event, artificial intelligence (AI), artificial intelligence (GenAI) and how the new technology will change the workplace for professionals in business related to communication .
“We use AI to help us analyze and analyze a lot of data in order to reach a deeper understanding of the customer. This helps the creative team to come up with a compelling story,” he said. said Tats Cruz, chief creative officer at Publicis Groupe Philippines. “Exclusiveness adds to the authenticity of the brand and the stories we tell, so let’s not be afraid of information and technology. Let’s embrace it and find that connection that can be creativity, data, and technology work together.”
“Instead of fearing AI, we can use it to our advantage, push the boundaries of what we can do with exposure and open the door to bigger and better things,” Misfits Camp said. chairman and founder Merlee Jayme. “With AI, and technology in general, we need to embrace it, learn it, and see how we can create better ideas, better solutions, and better stories.”
Aside from AI, other main topics that were addressed were the management of public service crises, cultural negation and its place in Philippine society, regaining control of public affairs through the use of data, use of data analysis to influence customer behavior and create meaningful stories, and more, deliver. by top experts in Philippine advertising and PR.
Also, as part of the program, PRSP announced the launch of the 60th Anvil Awards, the most popular awards among the people in the Philippines. PRSP also held an induction ceremony for the new category of certified public accountants (APR).
This annual gathering of advertising and PR professionals in the country is a golden opportunity to explore relevant and emerging issues in the field, four as well as clarifying their current skills and knowledge, ensuring competitiveness and effective communication in the world.
“In an uncertain, uncertain, complex and uncertain world, the norm for communicators to set the agenda and control the story is no longer easy. When faced with changes and difficulties, two own choice: we can close ourselves, or we can try to go forward even if we tell him who knows where,” said Norman Agatep, the chairman of the PR National Congress this year, with the chairman and CEO of Grupo Agatep.
“This year’s National PR Congress Committee provides valuable support and information on how the rapid development of AI technology is redefining who we are, the work we do, and how it allows us to use it, to be human, we still have the skill in the game,” added Andy Saracho, president of PRSP.
The National Public Relations Congress is one of the popular programs of the Public Relations Society of the Philippines, the oldest and most respected organization of PR practitioners in the country. This year’s Congress was made possible with the support of DigiPlus and PLDT Home as Platinum Sponsors; BDO, Development Bank of the Philippines, EastWest Bank, and San Miguel Corp. to become a Silver Sponsor; and BPI, DDB Group, GlueUp, Meralco, Metrobank Foundation, SM Foundation, Philippine Veterans Bank, and PhilCare as Bronze Sponsors.
Also supporting this event are Pag-IBIG Fund, Philippine Deposit Insurance Corporation, Crowne Plaza Manila Galleria, Grab, Jollibee Foods Corp., Pascual Laboratories, URC, Watsons, and Intellicare. Official media partners are GMA Network, BusinessWorld, Nerve/Rappler, The Daily Tribune, and The Philippine Star. The official OOH Digital Partner is DOOH Philippines, Inc. – Rappler.com
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