Meralco Vice President and Head of Corporate Communications Joe Zaldarriaga imparts his knowledge on brand reputation management during a seminar organized by The Anvil Business Club, an association of young Filipino Chinese businessmen and professionals. In his talk on 'The Boiling Point: Managing a PR Crisis' on October 1, 2024, the veteran communicator highlights the importance of strategic foresight in crisis communication for better management of company reputation. With the rise of online engagement, Zaldarriaga says brands have become increasingly vulnerable to public backlash and negative sentiment. He adds that a single misstep can spiral into a full-blown crisis. Hence, business owners and communicators alike really need to be more proactive, strategic and empathetic in today's environment. With more than three decades of experience in the field of communications, Zaldarriaga has become a household name when it comes to public relations and crisis communication. For more information, customers may visit Meralco's website at www.meralco.com.ph or its social media accounts on Facebook (www.facebook.com/meralco) and X (@meralco). CONTRIBUTED PHOTO