Flagship learning program brings communication professionals together
for a half-day of industry learning and exchange
PIOs, brand practitioners, and agency practitioners from the Visayas listen intently to the discussions.
The Public Relations Society of the Philippines (PRSP) recently gathered communication professionals across the Visayas for its flagship Professional Development Program held last July 3 at Southwestern University (SWU) PHINMA, marking a major milestone in the organization's renewed regional engagement.
Dubbed "Steward's Edge: PRSP Professional Development Training – Cebu Leg," the half-day training program gathered communication practitioners, government information officers, corporate communicators, and educators for an afternoon of collaborative learning and professional exchange at SWU PHINMA.
The training formed part of "Steward the Signal: PRSP Goes to Cebu," the Society's broader initiative to expand its presence beyond Metro Manila and make continuing professional education more accessible to communication practitioners across the country. It also reflected PRSP's long-term commitment to strengthening regional communication communities by bringing learning opportunities closer to practitioners in the Visayas and, eventually, Mindanao.
PRSP President Ana B. Pista, APR, advocates for the upskilling of communicators in Visayas.
For Ana B. Pista, APR, president of PRSP, bringing the Professional Development Program to Cebu reflected the Society's belief that professional growth should not be limited by geography.
"Professional growth should never be limited by geography," Pista said. "By bringing our Professional Development Program to Cebu, we've made it easier for practitioners, educators, and students to learn from one another, exchange ideas, and strengthen the communications profession where it matters most — in the regions."
The Cebu leg of Steward's Edge was mounted in partnership with PLDT Inc., Smart Communications, Inc., and the Philippine Information Agency (PIA). Together with PRSP, the partners worked to expand access to professional development opportunities while promoting responsible communication, media literacy, and stronger collaboration among the academe, industry, media, and government.
Emver P. Cortez, internal auditor and chair of the Professional Development Program of PRSP, who also serves as the PIA Regional Director of the National Capital Region, representing PIA Director-General Kat de Castro, said the Cebu leg aimed to equip participants with practical knowledge they can immediately apply in their organizations as communicators manage an increasingly complex information environment.
"Communication professionals today face increasingly complex challenges — from strengthening internal culture and protecting organizational reputation to responding to crises and combating misinformation," Cortez said. "Steward's Edge provides practical insights they can immediately apply in their organizations."
PRSP Professional Development Chair Emver Cortez welcomes the communicators from all around the Visayas.
The learning sessions featured presentations from some of the country's foremost communication professionals:
Edgar U. Timbungco, APR, CPME, vice president (External) of PRSP, 33rd National PR Congress Chair, and PR manager of Mang Inasal Philippines, presented "Currency of Trust: Managing Reputation in the Omnichannel Era." His session explored how organizations can handle today's phygital communications environment, where trust has become an organization's most valuable asset; one that must be earned, nurtured, protected, and strategically invested to build a lasting reputation.
Norman A. Agatep, APR, vice president (Internal) of PRSP and 62nd ANVIL Awards Chair, spoke on "A Practical Approach to Reputation Resilience: Preparing for Cybercrises, Viral Scandals, Misinformation, Online Attacks, and Disasters." Drawing from decades of experience in crisis communication, he shared practical frameworks and actionable strategies to help organizations anticipate, prepare for, and respond effectively to modern digital and reputational threats.
Ana B. Pista, APR, President of PRSP, presented "Professionalizing the Profession: Stewarding Trust, Ethics, and Excellence." Drawing from today's fast-moving communications landscape, her presentation underscored the vital role of ethics, accreditation, lifelong learning, and professional standards in elevating the practice of public relations. She encouraged practitioners to move beyond seeing PR as a communications function and embrace its strategic role in shaping organizational decisions, stewarding trust, and building reputations that endure.
Angelene S. Buenaventura, business development manager at Media Meter, closed the professional development training with her presentation, “Mitigating Reputation Crises Through Social Media Listening and Media Measurement Tools of PR Initiatives.” She demonstrated how organizations can utilize social media listening and media measurement tools to evaluate the impact of public relations initiatives, identify emerging issues early, and make more informed communication decisions.
The program concluded with interactive roundtable discussions, providing participants with an opportunity to exchange ideas, share regional best practices, and build stronger professional networks with fellow communication practitioners from across the region.
Steward's Edge complemented several other milestone activities under PRSP's Cebu engagement, including the student-led PR Caravan, the formalization of strategic partnerships with government and industry stakeholders, and the expansion of the MAKI+FIESTA platform into the Visayas.
Together, these initiatives underscored PRSP's long-term strategy of building stronger communication communities throughout the Visayas and, eventually, Mindanao, while making its programs and learning opportunities permanently accessible beyond Metro Manila.
"This is only the beginning," Pista concluded. "We want Cebu to become a regular hub for PRSP's programs in Visayas, where communication professionals can continue learning, collaborating, and helping shape the future of the communications profession."
The Cebu leg of Steward's Edge marks the first of PRSP's planned regional professional development tracks as the Society continues expanding learning opportunities nationwide.
PIOs, brand practitioners, and agency practitioners from the Visayas listen intently to the discussions.