After more than 20 years, the Public Relations Society of the Philippines (PRSP) is returning to Cebu — not simply to hold an event, but to establish a more sustained presence in the Visayas and strengthen the region’s communications community.
Supporting that effort are PLDT Inc. and Smart Communications, which have partnered with PRSP to expand professional development opportunities, promote digital literacy, and help connect communication practitioners beyond Metro Manila.
PRSP president Ana Pista, APR, declares PRSP’s long-awaited return to Cebu
The collaboration forms part of “Steward the Signal: PRSP Goes to Cebu,” a regional initiative that seeks to equip journalists, public relations professionals, content creators, government communicators, educators, and students with the skills needed to navigate today’s rapidly evolving media landscape.
At the heart of the initiative is MAKI+FIESTA, a free, day-long media festival to be held at Southwestern University PHINMA. Designed as a gathering of storytellers and communication professionals from across the Visayas, the festival will feature discussions on ethical storytelling, media and information literacy, digital responsibility, and the growing challenge of disinformation.
“PLDT and Smart believe that true connectivity goes beyond building infrastructure; it is about empowering the voices that shape our society,” said Roby Alampay, First Vice President and Head of Public Engagement at PLDT and Smart.
“By partnering with PRSP for Steward the Signal, we are committing to upskill regional communicators, students, and digital creators. In an increasingly complex information environment, we want to equip communities with the digital literacy and ethical tools they need to navigate and lead the conversation.”
PRSP President Ana Ruby Pista and PLDT-Smart’s Roby Alampay seal a landmark partnership in Cebu City to upskill Visayan communicators and digital creators.
Cebu return sparks long-term investment in regional communicators
For PRSP, the Cebu initiative represents more than a homecoming.
“Our return to Cebu is about building a lasting ecosystem, and we cannot do that without strong allies who help connect communities,” said Ana Ruby Pista, APR, PRSP president.
“With PLDT and Smart supporting our vision, we are expanding opportunities for professional development and ensuring that communicators in the Visayas have access to the networks, knowledge, and digital capabilities they need to thrive,” she added.
Beyond the media festival, PRSP’s Cebu engagement will also include the launch of Steward’s Edge, the organization’s professional development training program for communication practitioners, alongside new partnerships with local institutions in both the public and private sectors.
Together, these initiatives reflect PRSP’s broader strategy of extending learning opportunities outside the capital and nurturing regional communication leaders who can tell stories grounded in their own communities.
PRSP officers and industry partners gather in Cebu City for the launch of “Steward the Signal,” a collaborative initiative focused on upskilling PR and communications professionals.
The MAKI+FIESTA program will feature speakers from journalism, academia, government, civil society, and the communications industry, including Antoinette Taus, Voltaire Tupaz, Inday Varona, Prof. Yvonne Chua, Prof. Rachel Khan, Kat de Castro, Dean Toym Imao, Benjamin Joseph David, Jennifer Aquino, John Sitchon, and Emver P. Cortez, among others. Sessions will explore responsible storytelling, civic engagement, media ethics, and the role of technology in shaping public discourse.
According to Engelbert Apostol, chair of PRSP’s Corporate Social Responsibility Committee, the festival is designed to bring together both seasoned professionals and aspiring communicators.
“MAKI+FIESTA is a public service initiative that creates opportunities for learning, collaboration, and mentorship,” Apostol said. “By bringing together students and industry veterans, we hope to help cultivate a communications community that is ethical, collaborative, and responsive to society’s evolving needs.”
For PLDT and Smart, the partnership also reflects their continuing support for digital inclusion initiatives that go beyond connectivity by investing in the people who shape conversations within their communities.
As PRSP strengthens its presence in Cebu, organizers hope the initiative will serve as the foundation for a long-term network of communication professionals across the Visayas—one built not only on stronger connections, but also on shared learning, collaboration, and responsible storytelling.
