The first-ever public relations seminar in Cebu was held at Southwestern University PHINMA in Cebu City on July 3, 2026, attended by Communication program students from various universities in the city. The seminar discussed the possible future of students taking Communication, Marketing, Public Relations, and related courses after graduation. The event was divided into three sessions, where each speaker shared their knowledge and experience as experts in their respective fields.
Role and Responsibilities of PR Practitioners
Mr. Edgar Timbungo, APR, led the first discussion on the role and responsibilities of public relations practitioners. In his speech, he emphasized that one of the tasks of public relations is to strengthen and nurture support from stakeholders, manage the narrative of a brand, and ensure long-term brand equity. He also presented various job opportunities for public relations graduates, showing that students have many career path options. At the end of his discussion, he highlighted the key skills needed in the profession and the importance of being a storyteller in the field of public relations.
Crafting Compelling PR Campaigns
Mr. Steeve Michael Moore Jr., MA, CMP, followed with his presentation titled “Crafting Compelling PR Campaigns.” He discussed the reasons why some campaigns fail and the importance of understanding the needs of the people as a public relations practitioner. According to him, people do not forget how a campaign made them feel, and this is one of the biggest impacts that campaign creators should consider. At the end of his presentation, he stressed that effective campaigns must come from real stories that can create positive change in society and the nation.
Artificial Intelligence in PR
The seminar continued until the last speaker, Ms. Ana B. Pista, CEO of Ardent Communications, who shared her knowledge on the use of artificial intelligence (AI). She discussed tasks that can be expedited through AI, especially processes that would otherwise take weeks to complete. However, she also acknowledged the issues associated with it, such as ethical concerns, potential job disruption, and lack of transparency. When asked whether AI could replace workers, she said, “You will not be replaced by AI, but by a person who uses AI,” meaning that knowledge of proper technology use will be the key in the future workplace.
Hope and Knowledge for Students
The seminar provided hope and additional knowledge to Communication and Public Relations students from various universities in Cebu. It showcased different career opportunities, as well as the skills and knowledge they can use in their future profession after college. / Written and translated by LC Marie Manuel, UV BA-Communication student.
