Reputation must be regarded as a core business strategy and not just a secondary outcome, according to Meralco Vice President and Head of Corporate Communications Joe Zaldarriaga.

Speaking at the 32nd National Public Relations Congress organized by the Public Relations Society of the Philippines (PRSP), Zaldarriaga said organizations must recognize the role of authentic and accountable relationships in building long-term trust.

“Reputation is not a byproduct. It is a business strategy. And relationships are not just about access. They are about authenticity, accountability, and alignment,” he said during the panel session “By the Number: Putting a Value to Reputation and Relationships.”

Zaldarriaga, who also serves as a PRSP Board Member, underscored that public trust is shaped not only in times of crisis but also through daily decisions that reflect an organization’s values.

The panel, which also featured Marzie Marzan of Alpas Consultancy, Nina Franco of Brand Finance, Toff Rada of Maya, and Richard Arboleda of GSK, examined how communication professionals are increasingly positioned as risk mitigators and strategic advisors.

Panelists highlighted that effective reputation management now goes beyond crisis response, with companies expected to embed transparency and alignment into core business practices.

Zaldarriaga, a veteran with nearly four decades in corporate communications, noted that sustained trust directly influences an organization’s credibility and market position.

For industries like energy, where consumer trust and regulatory oversight are critical, what practices should companies adopt to ensure reputation is integrated into corporate strategy?

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