Armed with data analytics and empathy, leading distribution utility firm Manila Electric Company (Meralco) has built a communications strategy that helps consumers understand what they pay for—and why.

At the center of this effort is Meralco’s Corporate Communications team, led by Vice President and Head of Corporate Communications Joe Zaldarriaga, widely known as “Manong Joe.” Under his leadership, the team measures every campaign’s pulse to ensure clarity, transparency, and accountability.

“Information empowers people to make better choices,” Zaldarriaga said during Episode 15 of the Power Podcast.

For Meralco, communication is not just about messaging. It is about transparency, accountability, and public service according to Zaldarriaga. In a company that powers more than eight million customers, communication has become a bridge that connects households, businesses, regulators, investors, and communities.

Turning Engagement Into Everyday Practice

When electricity prices move or service interruptions occur, Meralco’s communications team is first to act. Every month, the company explains rate changes through press briefings, radio spots, online updates, and its Meralco Advisory infomercial.

“We don’t stop at saying prices went up or down. We tell customers why—and what they can do to manage their consumption,” Zaldarriaga shared.

That approach, he added, empowers people to take control of their electricity use. “Transparency builds understanding. Understanding builds trust.”

Beyond price updates, Meralco also uses different  platforms to keep customers informed about power interruptions—whether planned maintenance or storm-related outages. The company releases timely advisories, outlining affected areas, restoration timelines, and safety reminders to help customers prepare and respond.

This steady flow of information ensures that customers are not left in the dark—literally and figuratively—when unexpected disruptions happen.

Zaldarriaga also credits the company’s Meralco Newsroom, for turning transparency into a daily practice. “It’s not about defending. It’s about explaining.”

The Meralco Newsroom, an online repository of company updates, has become one of the most visited corporate Facebook pages in the country with over 28,000 followers, serving as a go-to source for verified information on power situation. 

Data-Driven Decisions

Zaldarriaga emphasized effective communication is built on numbers as much as words. His team tracks public sentiment across traditional and digital platforms, analyzing what consumers think and feel about the company.

“Always think of data as your friend. If you don’t know how you performed, how can you improve?,” he stressed.

For Meralco, analytics guides everything—from crafting advisories to planning crisis responses. The Corporate Communications Group studies trends in customer feedback and adjusts its messaging accordingly.

It’s a philosophy that is also grounded on Zalderriaga’s decades of experience. Having started his career in the 1980s, he witnessed the industry’s transformation—from typewriters and index cards to dashboards and digital monitoring tools. “Today, data analytics is no longer optional. It’s imperative.”

Empathy at the Core

Meralco’s communication strategy extends beyond figures and formulas, it also reflects the company’s belief in communicating as a consumer. The utility recognizes that understanding customer sentiment begins with shared experience. 

“I also pay for electricity. I know what it’s like to see the bill go up. That’s why we must explain,” Zalderriaga explained.

This empathy-driven approach also defines Meralco’s crisis communication playbook. During typhoons and other disasters, its Corporate Communications Group ensures steady flow of updates —monitoring the situation, coordinating with internal teams, supporting restoration activities, and relaying critical information to the public.

“Communication is part of public service,”  Zaldarriaga said. “It’s our duty to keep people informed—especially when power goes out.”

Continuous Engagement

As the one leading Meralco’s Corporate Communications Group, Zaldarriaga’s guiding principle is simple: “Communicate, communicate, and communicate.”

He rejects the old adage that “less talk means fewer mistakes.” For him, silence only breeds confusion. “Less talk means less understanding,” he said. “You can’t build trust without dialogue.”

That philosophy has helped Meralco shed its old image as a “whipping boy” of public criticism. Through consistency, openness, and credible engagement, the company’s communications group has become one of the most respected in the energy sector.

At the 21st Philippine Quill Awards, Meralco earned a total of 35 recognitions — including 10 Awards of Excellence and 25 Awards of Merit for its programs in sustainability, digitalization, public safety, and community communication.

It was also named “Company of the Year” for the fifth time, underscoring its consistent excellence in transparent, data-driven, and service-oriented communication.

For Zaldarriaga, however, the recognition is not the finish line. “Awards remind us to serve better, not rest. Excellence is a daily responsibility.”

The Future of Communication

Looking ahead, Meralco sees communication playing a central role in the Philippines’ energy transition. Transparency, according to Zaldarriaga, must extend to all stakeholders—government, investors, and consumers alike. “Everyone deserves to know how change affects them.”

He also encourages communicators to embrace new tools and adapt to younger audiences. “Platforms will evolve, but the principles remain: honesty, clarity, and service.” In a world powered by data and driven by trust, one clear explanation can light up a nation.

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