Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga urged communications professionals to leverage data and artificial intelligence responsibly while upholding ethical standards in an evolving industry landscape.
Zaldarriaga, who also serves as IABC Philippines Chairman, recognized AI’s transformative potential for the communications industry but stressed communicators’ responsibility to maintain truth and integrity, especially in fighting misinformation.
“As many of you know, combating fake news has been my long-standing advocacy within IABC Philippines—a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust—fundamental pillars of our profession,” Zaldarriaga said in his welcome address during the IABC Asia Pacific Fusion Conference 2025 in Mandaluyong City.
The two-day conference addressed key industry challenges, including bridging generational gaps, overcoming organizational apathy and managing change effectively.
Zaldarriaga encouraged communicators to build deeper audience connections to drive positive change while developing strategies that genuinely resonate with audiences.
“As communicators, we must go beyond just discussing business. We must take a stand on the issues that matter,” Zaldarriaga said, citing Meralco’s animal welfare advocacy as an example of meaningful corporate engagement.
The Philippines hosted the Asia Pacific regional conference March 17-18, 2025, at EDSA Shangri-La Manila. IABC is a global network of professional communicators that fosters a diverse community and promotes the world’s best communication practices.
