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Power

AP communicators as storytellers: humanizing the energy sector

AP Reputation Management | Nov. 15, 2018

Amid a changing media landscape in the Philippines, communicators of AboitizPower were challenged to humanize their stories in order to present a compelling brand narrative.

Chay Hofileña, head of Rappler's Newsbreak, shares how to be heard in a changing digital media landscape.
Chay Hofileña, head of Rappler’s Newsbreak, shares how to be heard in a changing digital media landscape.

Rappler Investigative Desk Head Chay Hofileña said that by finding stories in AP’s host communities and telling people about how the company’s presence there has helped, reports become more “human” and relatable.

“It’s a double-edged sword that you have to hone. But if you do it right, it’s always going to work in your favor,” she said, addressing around 60 CSR officers, corporate services executives, and stakeholder relationship managers from various AP business units during the 2018 AP Reputation Management Conference held on Nov. 7 to 8 in Taguig City.

Hofileña, one of the leaders of the country’s pioneering and biggest digital news platform Rappler, added that thinking mobile, making stories visual, and packaging them well for audiences are also effective ways to grab audience’s attention in an evolving media landscape.

AboitizPower Chief Operating Officer Emmanuel V. Rubio shares an inspiring message to participants of the AboitizPower Reputation Management Conference, whom he calls the "unsung heroes" of the company.
AboitizPower Chief Operating Officer Emmanuel V. Rubio shares an inspiring message to participants of the AboitizPower Reputation Management Conference, whom he calls the “unsung heroes” of the company.

AboitizPower Chief Operating Officer Emmanuel V. Rubio challenged the communicators to continue coming up with stories aligned with the group’s promise of providing ample and reliable power at a reasonable price while taking care of its host communities and the environment.

“Communication is important in what we do. If we are weak in that aspect, we will not be where we are today,” he said in his keynote speech.

Ria Calleja, AP vice president for reputation management, said the point of the activity was to emphasize not the need to do more, but to do better moving forward.

“This year and in 2019, it’s not about doing more. It’s about doing things better,” she said.

AboitizPower Vice President for Reputation Management shares the AP Reputation Team's outlook for 2019.
AboitizPower Vice President for Reputation Management shares the AP Reputation Team’s outlook for 2019.

The AP Reputation Management Conference, which was institutionalized in 2017, aims to build the capacity of BUs to better communicate the AP brand narrative through compelling stories, among others.

During the two-day conference, the participants also learned how to plan their stories and write better, courtesy of a session with former SunStar Cebu editor-in-chief Isolde Amante.

Different business units like Hedcor, TSI, and APRI also shared their best practices in the areas of community relations, internal communications, employee engagement, and media relations.

AP Reputation Management also highlighted the the achievements of the group in 2018, including the Corporate Communication Clusters (CCC) initiative, the group media values, and social media engagements.

AEV Reputation Management also shared about the Aboitiz Group’s ABC journey while Pilmico recounted their digital marketing transformation.

The event was capped off with the launch of the AP Reputation Management Awards, which sought to celebrate outstanding BUs for their milestones in media values, Agora 2.0 engagements, and social media metrics, among others.

REP! REP! HOORAY! Participants take a "class photo" with former SunStar Cebu editor-in-chief Isolde D. Amante (seated, 3rd from left) during the first day of the AP Reputation Management Conference held at the Marquis Events Place in Taguig City on Nov. 7-8, 2018.
REP! REP! HOORAY! Participants take a “class photo” with former SunStar Cebu editor-in-chief Isolde D. Amante (seated, 3rd from left) during the first day of the AP Reputation Management Conference held at the Marquis Events Place in Taguig City on Nov. 7-8, 2018.