IPRA Philippines turns PR lessons into 12-part social media series

The International Public Relations Association Philippines (IPRA Philippines) is taking its “PR Matters” series to social media, turning lessons from experienced PR practitioners into 12 short-form videos covering public relations, communication and online behaviour.

The series, launched as part of PR Month, will run across TikTok, Instagram, YouTube and Facebook, with new episodes released every Monday, Wednesday and Friday.

Rather than focusing solely on the practice of PR, the series looks at how communication principles apply to everyday situations, from deciding whether to share something online to understanding why certain stories gain media attention.

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The Monday series, “PR 101”, will cover the fundamentals of public relations and communication. IPRA Philippines chairperson Claire Papa, past chairpersons Joy Buensalido and Jingjing Romero, and Abigail Ho-Torres will discuss topics including influencer promotions, the factors that can make a story newsworthy, and the distinctions between PR, advertising and marketing.

“PR IRL”, released on Wednesdays, will examine real-world PR and communication cases that have attracted public and media attention. IPRA Philippines vice chair Kane Errol Choa, director Charisse Chuidian, past chair Noel Nieva and secretary Rowena Capulong Reyes will revisit these cases and draw out lessons for viewers.

The Friday strand, “PReady FR FR”, takes a more everyday approach to communication. IPRA Philippines treasurer Wilford Wong and past chair Millie Dizon will discuss topics including what to consider before posting online, why people should verify messages before forwarding them, social media habits and navigating cancel culture.

The social series builds on IPRA Philippines’ existing “PR Matters” initiative, which began as a weekly column focused on public relations and communication.

In 2023, the organisation published “PR Matters: A Communicator's Guide to Public Relations in the Philippines”, bringing together insights and experiences from Filipino PR practitioners. It has also used its CommuniTalks sessions to bring PR practitioners into university classrooms, including at the University of the Philippines Diliman, Far Eastern University and Centro Escolar University.

IPRA Philippines is the Philippine chapter of the International Public Relations Association, a global organisation for PR professionals.

Through the new short-form series, the organisation is extending its PR education efforts beyond industry practitioners and students to a wider social media audience.

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