Jam Salazar | Oct. 20,2017
On Sept. 29, WeatherPhilippines General Manager Dave Valeriano shared the foundation’s best practices and communication strategy in the recently concluded PR Congress 2017: The Boardroom.
During the lauded annual gathering of public relations (PR) think tanks and practitioners, WeatherPhilippines was invited as a case study in one of the modules entitled Facets of Public Relations: Revisiting the Essentials. In his talk, Mr. Valeriano centered on the role of WeatherPhilippines as a Corporate Social Responsibility (CSR) initiative of the Aboitiz group, as well as its other sponsors and partners.
Established in 2012, WeatherPhilippines has helped in linking the group to different stakeholders, both internally and externally. Through its two-pronged approach comprised of offline and online initiatives, the foundation is able to provide a holistic communication strategy.
“PR is about building mutually beneficial relationships. There should be an alignment of business and the communities being helped, and the partners you are working with,” said Valeriano. He highlighted how WeatherPhilippines embraces the Aboitiz Group’s brand promise through the foundation’s brand positioning: advancing business and communities by helping build a #WeatherWiser nation.
At the end of the day, all WeatherPhilippines’ engagement efforts revolves around changing the stakeholders’ mindset from being disaster reactive and transforming it to a more proactive model.
The Public Relations Society of the Philippines hosted the two-day 24th National Public Relations Congress, held in Shangri-La The Fort. It covered keynote speeches, learning modules, open forum, and discussions all centered on the role of Public Relations in different facets such as internal communications, media relations, government relations, brand communications, and corporate social responsibility. The PR Congress is the premier annual gathering of PR professionals that aims to advance the world of public relations and foster a community of collaboration and learning.