Joe Zaldarriaga: Championing Responsible Innovation In Communications

Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga recently set the stage for an insightful conversation at the IABC Asia Pacific Fusion 2025 Conference in Mandaluyong City.

Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga delivers the welcome remarks at the IABC Asia Pacific Fusion 2025 Conference in Mandaluyong City, urging communications professionals to embrace responsible innovation, uphold truth and integrity, and champion meaningful causes in an AI-driven world. | Photo: Joe R. Zaldarriaga LinkedIn

Wearing a Barong that symbolizes the fusion of Filipino and Spanish cultures, Zaldarriaga drew a parallel between the diverse cultural influences in the Philippines and the evolving landscape of communications.

Delivering the welcome remarks for the second day of the conference, he called on communicators to embrace insight, action, and collaboration to usher in a new era of communications.

The Role of AI and Ethics in Communications

In his address, Zaldarriaga emphasized the transformative power of communications professionals in today’s fast-evolving industry. He underscored the importance of leveraging data and artificial intelligence (AI) responsibly while maintaining ethical standards.

Acknowledging AI’s potential to revolutionize the industry, he also warned about the need to uphold truth and integrity, particularly in the fight against misinformation and fake news.

“As many of you know, combating fake news has been my long-standing advocacy within IABC Philippines—a cause that I will continue to champion for as long as I am able,” Zaldarriaga stated.

“We have the power and responsibility to fight for truth, integrity, and trust—fundamental pillars of our profession.”

Tackling Key Industry Challenges

The two-day IABC Asia Pacific Fusion Conference tackled pressing challenges within the communications industry, including bridging generational gaps, overcoming organizational apathy, and managing change effectively.

Zaldarriaga encouraged professionals to foster deeper connections with audiences, ensuring that communications strategies resonate meaningfully and inspire positive change.

“As communicators, we must go beyond just discussing business. We must take a stand on the issues that matter,” he said. He cited Meralco’s advocacy for animal welfare as an example of how corporations can align their communications strategies with meaningful causes.

IABC: A Global Network for Communicators

The Philippines played host to the Asia Pacific regional conference on March 17-18, 2025, at the EDSA Shangri-La Manila. The event, organized by the International Association of Business Communicators (IABC), brought together communications professionals from across the region.

Founded in 1970, IABC is a global network dedicated to upholding the highest communication standards.

With a membership that has grown from 2,280 in its early years to 16,000 members by 2008, IABC provides certifications, mentoring programs, and professional development opportunities for communicators worldwide.

As Chairperson of IABC Philippines, Zaldarriaga continues to champion responsible communication, advocating for truth and integrity in a rapidly evolving digital landscape. His message at Fusion 2025 was clear: innovation must be harnessed responsibly, and communicators must lead the charge in shaping a more informed and ethical industry.