“What Matters in PR” shines the spotlight on PR leaders in the industry. We speak with Ron Jabal, Founder and CEO of PAGEONE Group Philippines, and former journalist. Ron shares his views on defining the impact of PR for senior leaders, how companies should communicate their sustainability goals, and what young people should consider as they grow their careers in communications.
How do you help professionals shape their understanding of PR?
Many people I’ve met reduce the performance of public relations to a mere output. “I put out the press release, and it was published,” they say without asking why or so what.
Sometimes they respond with confusion, saying things like, “What are you saying, Professor?”
Since I’m a professor, I try to introduce them to the idea of questioning this mindset and guide them through the process of measuring output, outcome and impact.
Will the objective be met or issue be solved because they appeared in a newspaper or digital article, or because an influencer mentioned them?
After all, the term public relations itself implies a relationship. Where is the ‘relation’ if we’re just placing stories in newspapers?
Without PR and reputation management, commercial teams can’t function effectively, because people will always judge a brand by how it’s perceived.
As the CEO of PAGEONE Group, how do you communicate the business value of reputation management to sceptical executives?
Our agency slogan is ‘Reputation is our license to operate’.
I always tell CEOs and CFOs, both in the Philippines and abroad, that communications and PR professionals create the environment that allows a business to thrive.
A brand identity or logo means little if an organisation’s reputation isn’t properly managed.
The contribution of reputation to a business is significant, especially during mergers and acquisitions. Numerous global studies show that 30% to 60% of a company’s total value is rooted in its reputation. So I often tell executives that without us, you risk losing up to 60% of your company’s value.
While many corporate boards tend to be short-term and profit-focused, the sentiment is starting to change. Profit stems from a good product, and from a strong reputation surrounding that product.
“Ultimately, few people want to handle issues related to public affairs or crises in the Philippines. People avoid it because they say its “tedious” and “too difficult”; they’d rather focus on events and publicity.“
Ron on the profession of communications in the Philippines
What inspired you to pursue a career in communications and advocacy?
At first, my goal was to become a lawyer because I wanted to do things right and help others.
I grew up in the province where resources were scarce, and soon realised that the path to becoming a lawyer required resources which we didn’t have.
So I pursued the next best thing: becoming a communicator and being able to give a voice to important issues and raise them to the right authorities and stakeholders.
I wanted to serve as a conduit for people’s concerns and bring them to those who could make a difference.
Over time, as I learned more, I became a specialist in this field, and started using that expertise to connect, bridge, and help solve the issues I once faced myself. In doing so, I feel I’ve made my own small contribution to life.
If I can use that knowledge to help others and pay it forward, and in some way improve the lives of others, then that is my personal success.
How would you guide governments, industries or trade organisations who want to communicate their genuine environmental and social impact?
You may not be able to make all the changes in 12 months, but I urge and encourage you to begin. Make it part of your long-term strategy.
We produce a lot of sustainability reports at the agency, and through those, you can clearly see how sustainability is being translated into real action.
For example, many talk about greening the value chain. But if your suppliers continue to use unsustainable practices and produce goods that disregard environmental values, what’s the point? Is it just for a press release? That’s not real change.
This is where authenticity becomes critical. And authenticity isn’t just about what you write in glossy annual reports, press releases, or interviews.
If your operations genuinely impact communities in a positive and sustainable way, and if that impact is aligned with your business goals, then that’s authenticity.
Take, for example, a sardine manufacturer. If that business integrates sustainable fishing practices or responsible water use into its operations, then that’s real sustainability in action.
“If we’re not proving the value of reputation management and our profession, we’ll always be relegated to someone they call for speeches, hosting parties, or worse, only when a crisis hits.“
Ron on how professionals can stay prepared for the future
What advice do you have for aspiring communicators who want to build their careers while making a positive impact?
Anything you do begins with ‘Brand Me’.
One of my favourite movie scenes in the movie Mulan was when the female lead sang, “Who is this girl I see?” I sing that, half-jokingly, to every practitioner I meet, because there’s a deeper point. You have to be very clear on who you are and what you seek to achieve.
And that reflection shouldn’t begin only when you enter your career. It starts at home. It starts in school. You need to begin defining your personal brand early on.
That means doing a lot of self-reflection and taking stock of the skills you already have.
Then, assess those skills against the demands of your target industry or the companies you’re interested in. If there’s a gap, work to bridge it, whether through training, certifications, apprenticeships, or hands-on experience.
If there’s an opportunity to go out and explore, take it. Don’t cocoon yourself in your comfort zone or your locality.
Especially when you’re young and mobile, go out there, backpack, travel, explore. Let these experiences shape you, personally and professionally. Later in life, you may have responsibilities and physical limitations that restrict you, so do it while you can.
You’ll learn valuable lessons. For example, in Western economies, there’s a strong reliance on evidence and data. Creativity and emotion are always anchored in measurable outcomes.
In the Asia-Pacific region, it’s all about relationships. In China, Japan, and Southeast Asia and especially in the Philippines, PR isn’t just public relations; it’s also personal relationships.
In the Middle East and Africa, campaigns must be culturally sensitive, often with a strong emphasis on government relations, especially in highly regulated environments.
In Latin America, storytelling is central and people gravitate toward stories, symbols, and cultural fabric.
And lastly, don’t hate math. Understand it. Research and analytics are the backbone of strong communication. Great writing, creative ideas and campaigns must still be built on evidence.
Read other What Matters in PR? interviews here.
