As digital platforms reshape how organizations communicate with the public, Manila Electric Co. Vice President and Head of Corporate Communications Joe R. Zaldarriaga is urging aspiring communicators to treat authenticity, accuracy, and accountability as core responsibilities rather than optional considerations.
Speaking at a student caravan organized by the Public Relations Society of the Philippines (PRSP) at De La Salle University–Lipa in Batangas, Zaldarriaga emphasized that content creation involves more than generating engagement or expanding audience reach. It also shapes public trust and influences how information is understood and shared.
“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.
For future communication professionals, the challenge is particularly relevant in an environment where publishing has become easier, distribution faster, and the consequences of misleading content potentially far-reaching. Zaldarriaga said the accessibility of digital tools makes responsible communication even more important.
“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,” he added.
Zaldarriaga, who also serves as PRSP treasurer and a member of its board of trustees, joined fellow industry practitioners in the student caravan, which seeks to bridge academic learning and professional practice through discussions led by communication specialists.
Other speakers included Aboitiz InfraCapital Corporate Communications Manager Franz de la Fuente; PRSP President and Ardent Communications chief executive Ana Pista; Globe Telecom AI Platforms Director Francis Pugeda; and Philippine Information Agency NCR Director Emver Cortez.
The initiative also aligns with Meralco’s media and information literacy advocacy, which encourages stakeholders to assess digital content more critically. The company is part of ThinKaMuna Pilipinas, a MediaQuest Group initiative led by Manuel V. Pangilinan that promotes responsible information consumption and sharing.
For emerging communicators, the message is clear: effective storytelling depends not only on how widely a message travels, but also on whether audiences can trust the information behind it.
