PRSP Tackles “Disruptive” Social Media Issues In PR Congress Congress

  The social and digital media revolutions has brought about an Age of Disruption that calls for changes in the way that business and organizations can best respond to influence the consumer mind.

   The advent and power of connection technologies have given people tools that connect them to vast amounts of information and to one another. Disruptive influencers such as Facebook, Twitter, blogs flashmobs and mobile technology, create tremendous opportunities for brands or governments to create a new competitive mindshift for more effective customer or citizen engagement.

   With this scenario, the 19th National PR Congress organized by the Public Relations Society of the Philippines (PRSP), with the them ‘PR 360 responding in the Age of Disruption, has lined up topics that will assist PR and communications professionals in achieving the requires shifts in mindsets and formulating the relevant PR management practices that will make social media work best for them, while building on the gains of traditional media.

  With advance metrics, a company can now directly observe hundreds of social signal swimming in the sea of unstructured consumer information through social networks’,  giving rise to citizen journalism. Every act and behavior of companies is being watched., commented upon and written and give the appropriate responses. With social media, a company is not  just talking to consumers and competitors but engages in two-way communication as their response is played back real time.

   PR Congress Chair Malou L. Espina said a panel of international and local speakers will assist the delegates in mapping out their responses within the new media industries as they answer questions on topics such as "Who are the media today?", "Walk the Line: Has Ethical Practice Changed Today with the Change in Influencers?", and "Integrating Communications Amidst the Disruption".

   The Public Relations Society of the Philippines (PRSP) is the country’s premier organization for public relations professionals. In its roster are practitioners who represent business and industry, government, non-profit organizations, hospitals, schools, hotels and professional services among others. PRSP is a non-stock, non-profit organization established on February 19, 1957 by leading PR practitioners in the country. The Society’s mission is to advance the practice of public relations by (1) uniting those engaged in the profession; (2) encouraging continuing education of practitioners; (3) generating public confidence in the profession by promoting high ethical practice and encouraging high standards of public service; (4) playing the active role in all matters affecting the practice of public relations; and (5) strengthening the relationships of public relations professionals with employees and clients, government at all levels, educators, with media and the general public.