TV5 President and CEO Atty. Ray C. Espinosa was the guest of honor at the recently concluded Public Relations Society (PRSP) of the Philippines’ PR for PR Professional Development Lecture and Workshop held at the Ayala Tower 1, Makati City.

Citing challenges that TV5 and PLDT have dealt in terms of managing public relations (PR) crises, Atty. Espinosa conceded that digital age presents new challenges for traditional PR practitioners to use their wealth of experience in conquering the unchartered territory that is the digital space. “Technology is upon us, and that actually changes the way PR is waged and we all know how the internet has now crept into the world of PR,” said the CEO before some 100 PR practitioners from various industries. “In fact one question that I’ll leave behind is how PR can be as effective in social media as it is in traditional media,” he continued.

Atty. Espinosa, meanwhile, challenged PR practitioners—especially those who have already amassed years of experience in the industry—to formulate new techniques and practices that will bridge the clients to the netizens in order to effectively send the message across: “It’s in the social media space now that we need to focus our attention and develop a different kind of skill sets to address the PR requirements of social media interaction.”