Telco leaders PLDT Inc. (PLDT) and Smart Communications, Inc. (Smart) have joined forces with the Public Relations Society of the Philippines (PRSP) to drive digital transformation, connectivity, and skills development for communication practitioners in the Visayas.
The partnership anchors PRSP’s historic return to Cebu City after more than two decades, as part of its broader initiative, “Steward the Signal: PRSP Goes to Cebu.” As the primary enablers of this regional expansion, PLDT and Smart are actively stewarding the signal of connection, bridging communities, upskilling local talent, and fostering collaboration among communicators outside Metro Manila.
As the flagship context of this partnership, PLDT and Smart are presenting MAKI+FIESTA, a free, full-day media festival hosted at Southwestern University PHINMA. The event brings together journalists, communication professionals, content creators, government information officers, educators, and students to champion responsible storytelling, media literacy, and strategic communication.
“PLDT and Smart believe that true connectivity goes beyond building infrastructure; it is about empowering the voices that shape our society,” said Roby Alampay, FVP and Head of Public Engagement Group 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.”
Roby Alampay, FVP and Head of Public Engagement Group at PLDT and Smart, highlights the importance of upskilling and community empowerment during the launch of the “Steward the Signal” partnership with PRSP.
PRSP President Ana B. Pista, APR, emphasized that the telcos’ support is vital to making this nationwide expansion sustainable.
“Our return to Cebu is about building a lasting ecosystem, and we cannot do that without strong allies who control the digital highways,” Pista said. “With PLDT and Smart backing our vision, we are actively closing the gap for professional development, ensuring that practitioners in the Visayas have the tools, networks, and digital capability to thrive globally.”
PRSP president, Ana Pista, APR, declares PRSP’s long-awaited return to Cebu.
The MAKI+FIESTA festival features an extensive lineup of speakers from media, government, academia, and civil society. Keynote tracks focus heavily on combating disinformation, ethical storytelling in the digital age, and leveraging technology for civic engagement. Featured speakers include Antoinette Taus, Roby Alampay, Voltaire Tupaz, Inday Varona, Prof. Yvonne Chua, Prof. Rachel Khan, Kat de Castro, Emver P. Cortez, Dr. Dante Velasco, Dean Toym Imao, Benjamin Joseph David, Jen Aquino, and John Sitchon.
Engelbert Apostol, PRSP chair of the Society’s Corporate Social Responsibility initiatives, added, “MAKI+FIESTA, powered by PLDT and Smart, is a public service in action. By bringing together students and veterans alike, we are strengthening a communications ecosystem that is more ethical, more collaborative, and deeply responsive to society’s needs.”
Beyond the media festival, PLDT and Smart are supporting a suite of milestone activities during the Cebu engagement, the launch of Steward’s Edge: PRSP Professional Development Training – Cebu Leg, and the formalization of new strategic partnerships with local public and private organizations.
Together, these initiatives underscore a shared, long-term commitment by PRSP, PLDT, and Smart to build stronger, highly skilled communication communities throughout the Visayas.
The PLDT Group is an Anvil Awards Hall of Fame awardee, reflecting its sustained excellence in public relations as recognized by the PRSP.
A UNITED FRONT FOR UPSKILLING PR AND COMMUNICATIONS PROFESSIONALS. (From Left) Edgar Timbungco, APR/CPME, PRSP VP for External Affairs and 33rd PR National Congress Chair; Ria Therese Repunte, SWU PHINMA Executive Director of the School of Design and Communication; Kim Mark Biason, SWU Assistant Chief Operations Officer; Emver P. Cortez, PRSP Professional Development Chair and PIA-NCR Regional Director; Ana Ruby Pista, APR, PRSP President and Founder/CEO of Ardent Communications; Roby Alampay, PLDT and Smart FVP and Head of Public Engagement; Steve Michael Moore Jr., PRSP Student Caravan and Grand Prix Chair; Engelbert Apostol, PRSP CSR Chair and Quezon City PAISD Head; Norman Agatep, APR, PRSP VP for Internal Affairs and 62nd Anvil Awards Chair; Jennifer Aquino, Probe Managing Director; Voltaire Tupaz, FYT Media Executive Director; and Angelene Buenaventura, Media Meter Inc. Business Development Director, gather for a solidarity photo during the launch of the “Steward the Signal” initiative in Cebu City.
