PLDT Inc. (PLDT) and Smart Communications Inc. (Smart) are supporting the Public Relations Society of the Philippines (PRSP) in expanding professional development opportunities for communication practitioners in the Visayas through a series of training programs and a free media festival in Cebu City.
The initiative marks PRSP’s return to Cebu after more than 20 years under its “Steward the Signal: PRSP Goes to Cebu” program, which aims to strengthen communication networks and improve digital skills outside Metro Manila.
A key activity is MAKI+FIESTA, a free, whole-day media festival at Southwestern University PHINMA. The event brings together journalists, communication professionals, content creators, government information officers, educators, and students to discuss responsible storytelling, media literacy, digital communication, and the fight against 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, 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.”
PRSP said the partnership will help make its regional expansion sustainable by giving communication professionals in the Visayas greater access to training, industry networks, and digital skills.
“Our return to Cebu is about building a lasting ecosystem, and we cannot do that without strong allies who control the digital highways,” said Ana Pista, APR, president of the Public Relations Society of the Philippines. “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.”
The festival features speakers from media, government, academia, and civil society, including Antoinette Taus, Voltaire Tupaz, Inday Varona, Prof. Yvonne Chua, Prof. Rachel Khan, Kat de Castro, and Dean Toym Imao, among others.
Beyond MAKI+FIESTA, PLDT and Smart are also supporting the Cebu leg of Steward’s Edge: PRSP Professional Development Training and new partnerships with local public and private organizations.
“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,” said Engelbert Apostol, PRSP chair of the Society’s Corporate Social Responsibility initiatives.