RACONTEURPH

Newly Elected PRSP President Stewards the Story at DOST’s Ad Meliora Event

The Public Relations Society of the Philippines (PRSP) recently announced its new Board of Trustees for 2026-2027, ushering in a new chapter of Philippine PR leaders for their term.

Leading the organization as President is Ana Pista, APR, the Founder and CEO of Ardent Communications and the CEO of the AI Centre of Excellence (ACE). She previously served as Vice President-Internal of PRSP and the Chairperson of the prestigious 61st ANVIL Awards, which concluded last January 28, 2026.

Representing the organization, Pista delivered her first speech as president as one of the keynote speakers of the Department of Science and Technology’s (DOST) Ad Meliora: Igniting the Narrative: A Celebration of Innovation Stories. Guided by the Ad Meliora theme, “Toward Better Things Delivered”, DOST’s anniversary underscores the agency’s enduring role as a mentor, enabler, and bridge for Filipino innovators, partners, and institutions working to turn ideas into real-world solutions.

Key program speakers also included Hon. Maridon Sahagun (DOST Undersecretary for Scientific and Technical Services), Hon. Renato Solidum Jr. (DOST Secretary), Mr. Robbie Aligada (Executive Director, Ad Standards Council), Atty. Marion Ivy Decena (Director, DOST–TAPI) and Asec. Napoleon K. Juanillo, Jr. (DOST Assistant Secretary for Technology Transfer, Communications, and Commercialization).

Pista’s lecture, titled Strategic Public Relations in Advancing Government Programs, focused on being stewards in a complex information age, supporting DOST’s goal of supporting Filipino innovators and public servants.

PRSP’s thrust as an organization this 2026 is Steward the Story, a mission dedicated to their roles as stewards of responsible communication and excellence. According to Pista, the organization is moving away from being "mere narrators" and becoming “ethical stewards.”

The Four Pillars of Stewardship

Pista elaborated on the current landscape of communications — a landscape of unpredictability, competing narratives, and fragile trust.

“In a world where 70% of web content is now AI-generated and misinformation travels faster than the truth, our responsibility is no longer just to respond — it is to prepare,” Pista emphasized. “Strategic PR means moving from reaction to relationship. From damage control to trust-building. It means ensuring transparency before the storm hits, not after.”

She highlighted four core pillars of stewardship for PR and communications professionals to be guided by in their service to the people:

1. Steward the system through digital integrity: We are the primary guardians of our digital ecosystem. Digital spaces are inclusive and are used to model how responsible organizations communicate. Success here is a digital space managed with integrity and foresight. KPIs focus on website accessibility compliance, crisis response time for misinformation, database integrity, and engagement rates on ethical content.

2. Steward the structure through internal culture: Our internal story dictates our external impact. Members will be equipped with cutting-edge skills and mentorship, ensuring that every PRSP practitioner is an authentic ambassador of our mission.

3. Steward the society through purpose-driven PR: We must move beyond the "photo-op charity". The goal is to use our skills to help marginalized communities reclaim their own narratives. We give them the tools, but they own the story.

4. Steward the narrative through governance: Embed communication strategy directly into the policy-making process, ensuring that transparency is a foundational requirement rather than an afterthought. Create formal frameworks where ethical storytelling and accountability are institutionalized, allowing us to align government action with the public's right to know.

According to Pista, these pillars will help bridge the gap between governance and grassroots communication.

Leading the Charge Forward

To conclude her keynote speech, Pista addressed the rapidly-advancing PR tools, including Artificial Intelligence (AI). Slowly but surely, the Philippine government’s stance on AI is shifting towards proactive, ethical regulation that encourages innovation while managing risks.

According to the Philippine Information Agency (PIA), the government is already laying the groundwork and guidelines for AI use locally.

With AI quickly being adopted not just locally but also internationally, Pista argued that AI is no longer optional, it’s now inevitable. Peers across the globe are already utilizing the technology to create even bigger impacts in their industries, and most importantly, in their communities, she stressed.

“Let us stop just ‘managing’ reputations and start stewarding them. Let’s make sure our narratives aren't just loud — let's make sure they are true,” Pista concluded. “Because when we protect the health of the story, we protect the heart of our society.”