Category: Business Mirror

This undated photo courtesy of the Security Bank Corp. shows (left to right) Television Host Mimi K. Ong, former US Ambassador to the Asian Development Bank Curtis S. Chin and Ateneo de Manila University Economics Professor Cielito F. Habito during the panel session discussing the implications and the ways forward as Asean and the Philippines navigate global uncertainty.

Now in its 15th year, the Security Bank Economic Forum continues to be a premier platform for business and investors to understand trends driving growth and opportunity across the Association of Southeast Asian Nations region.

WHILE Congress is still working on a measure to overhaul the Philippine Building Code (PBC), two lawmakers have voiced support for the plan of the Philippine Institute of Volcanology and Seismology (Phivolcs) and the Japan International Cooperation Agency (Jica) to update their two-decade-old study on the possible impact of ‘The Big One’-a major earthquake projected to strike Metro Manila and nearby provinces.

While extending their sympathies to the victims of the recent earthquakes that rocked Cebu, La Union, Davao Oriental, Zambales, Surigao del Sur, Southern Leyte, Iloilo, and Ilocos Norte, Camarines Sur Reps. Migz Villafuerte and Luigi Villafuerte threw their support behind the Phivolcs-Jica plan to update the Metro Manila Earthquake Impact Reduction Study (MMEIRS), conducted in 2004 in collaboration with the Metropolitan Manila Development Authority (MMDA).

Phivolcs Director Teresito Bacolcol recently confirmed that the review of the Jica study on ‘The Big One’ will begin next year, noting that the West Valley Fault (WVF), which stretches about 100 kilometers across Metro Manila, Bulacan, Rizal, Cavite, and Laguna, could trigger a catastrophic tremor similar to the 1976 Cotabato Trench earthquake that killed around 8,000 people.

Bacolcol also earlier warned that a potential movement in the Marikina Valley fault system could kill 50,000 people, injure 100,000 more, and damage over 10 percent of residential buildings in the capital region.

The Villafuertes in a statement said that the recent magnitude 6.9 earthquake in northern Cebu on September 30, which killed 76 people and injured more than 1,200 others, further underscores the urgency of revisiting the JICA study and passing a new building code. The tremor was traced to a newly discovered Bogo Bay Fault Line-the first major quake recorded in Cebu in 400 years.

According to the National Disaster Risk Reduction and Management Council (NDRRMC), the quake affected 128,294 families, or 457,554 individuals, and damaged over 18,000 houses in Central Visayas.

Following that incident, several other earthquakes struck Luzon and Mindanao, including La Union, Davao Oriental, Zambales, Surigao del Sur, Southern Leyte, Iloilo, and Ilocos Norte, further reinforcing the need for long-term measures to strengthen public safety and disaster resilience.

New building code

These incidents, according to the lawmakers, should serve as a catalyst for Congress to finally enact a new, climate-proof Philippine Building Code.

‘As we express our deepest sympathies for the victims of the recent earthquakes in various provinces from Cebu to Ilocos Norte, we hope this spate of tremors will give impetus to the Congress to act timely on a consolidated version of the House-approved bill in the 19th Congress meant to overhaul our Philippine Building Code [PBC], which was issued in 1997,’ the two lawmakers said in a joint statement.

‘Given the fast-evolving developments, including the emergence of the Philippines as one of the countries most vulnerable to the impact of natural disasters touched off by climate change, we need a new building code aligned with the most modern engineering standards and attuned to the worsening climate-induced environmental calamities,’ they added.

The PBC was established through President Decree (PD) No. 1096 that was issued in 1977 to set standards for the design, construction, and maintenance of structures in the country.

In the 20th Congress, Migz Villafuerte, along with Luigi Villafuerte and Bicol Saro Rep. Terry Ridon and Camarines Sur Rep. Tsuyoshi Anthony Horibata, introduced HB 2396, which proposes the New Philippine Building Act.

The proposed law aims to strengthen the country’s resilience against earthquakes, fires, floods, landslides, storms, and volcanic eruptions. It also recognizes the Philippines’ vulnerability, citing a global risk assessment that ranked the country first worldwide as the most disaster-prone nation with a Risk Index of 46.91 percent, significantly higher than its 2018 score of 26.70 percent.

The lawmakers also cited a joint review by the World Bank and the Inter-American Development Bank, which found that the Philippines must modernize its outdated building code to include design provisions for strong wind events, flooding, seismic isolation systems, and vernacular timber buildings.

HB 2396 also seeks to prepare the country for ‘The Big One.’ A counterpart measure is currently pending in the Senate.

This undated photo courtesy of the Security Bank Corp. shows (left to right) Television Host Mimi K. Ong, former US Ambassador to the Asian Development Bank Curtis S. Chin and Ateneo de Manila University Economics Professor Cielito F. Habito during the panel session discussing the implications and the ways forward as Asean and the Philippines navigate global uncertainty.

Now in its 15th year, the Security Bank Economic Forum continues to be a premier platform for business and investors to understand trends driving growth and opportunity across the Association of Southeast Asian Nations region.

THE Commission on Elections (Comelec) will reopen voter registration from October 20 to May 18 next year, giving Filipinos seven months to register ahead of the November 2026 barangay and Sangguniang Kabataan elections.

Comelec Chairman George Erwin M. Garcia said the registration period will be open to all Filipinos nationwide, except those residing in the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM).

‘This registration is applicable nationwide for all types-reactivation, transfer, new registration, and updating of records,’ Garcia told reporters in an interview.

Garcia explained that registration in BARMM will resume only after the Bangsamoro parliamentary elections, noting that only those registered for the 2025 midterm polls will be eligible to vote.

‘We want to avoid confusion among those who might think that registering now will allow them to vote in the BPE,’ he added.

Registration will be held on Mondays to Saturdays, including holidays, from 8:00 a.m. to 5:00 p.m. at all local Comelec offices nationwide.

Under the guidelines, any Filipino who is not yet a registered voter may apply, provided that he or she is at least 18 years old on election day, have lived in the Philippines for at least one year, have resided in his or her voting area for at least six months before the elections, and is not disqualified by law.

Applicants must present a valid identification card, such as a PhilSys National ID, Postal ID, Persons with Disability ID, student ID signed by a school authority, or senior citizen ID. Other acceptable IDs include driver’s license, National Bureau of Investigation clearance, passport, Social Security System or Government Service Inusrance

System ID, Unified Multi-Purpose ID card, Professional Regulation Commission license, Intergrated

Bar of the Philippines ID, or a Certificate of Confirmation issued by the National Commission on Indigenous Peoples for members of tribal communities.

Beyond local offices, Comelec will also launch its Register Anywhere Program (RAP) from October 20 to 21, running from 8:00 a.m. To 5:00 p.m. at Mabini Hall in Luneta Park, Pamantasan ng Lungsod ng Maynila’s University Activity Center, and the Parañaque Integrated Terminal Exchange (PITX).

The commission earlier said that it expects up to 1.4 million applicants during the seven-month registration period.

In August, a 10-day registration drive by the commission drew 2.8 million new registrants nationwide.

AS global brands set their sights on Southeast Asia, the Philippines is emerging as a key growth market, with its digital-savvy, highly engaged online consumers.

To meaningfully connect with Filipinos, many international companies partner with local public relations (PR) agencies that understand the country’s culture, language, and media landscape.

Of course, many PR companies aspire to win foreign accounts because the rates are usually higher than local standards and earnings are in dollars, not to mention the bragging rights of having a ‘prestige’ account in your portfolio.

But as many seasoned PR practitioners know, achieving the deliverables and key performance indicators (KPIs) is usually the easier part. The daily coordination and client engagement are oftentimes the trickier aspect. While Philippine PR agencies bring invaluable local insights to the table, they also face distinct challenges when working with foreign clients-from cultural differences, language nuances and time zone gaps to misaligned expectations and sometimes, even compliance issues.

For one, cultural nuances can make or break a PR partnership. Filipino PR professionals are known for their warmth, adaptability, and respect-traits that sometimes contrast with the more direct or formal communication styles of international clients.

While many Western clients prefer straightforward, assertive feedback and fast-paced execution, a lot of East Asian clients value hierarchy, formality, and structured processes. Meanwhile, Filipino PR teams, guided by hiya, may soften their tone or avoid open disagreement to preserve harmony.

These differences can cause misinterpretations or delays in decision-making. To overcome this, agencies need cultural intelligence-understanding not just what to say, but how and when to say it.

The Filipino English

ENGLISH is English is English. Until one comes across Singaporean English, British English, Australian English, Italian English, and so on. That’s when you realize the nuances between these versions of English and the Filipino English.

For example, a press release sent by a client that ends with ‘Please feel free to connect a call with us’ will have to be edited before it’s dispatched to local media. It’s not entirely wrong, but that’s not how we say it.

The time zone challenge

COLLABORATING across time zones is another obstacle.

I remember when we were handling a banking brand during its global Initial Public Offering in the 90s. Back then there were no Zoom, MS Teams or any online meeting platforms. We had no choice but to attend alignment meetings almost every day with the New York-based client and other agencies at 6am, Manila time, using good old call conferencing.

While there are now easier ways to meet online, the challenge remains: if you’re working with an overseas client, you should be ready and flexible to meet outside of the usual working hours.

Take note also that not all markets follow the Monday to Friday workdays. In Dubai for instance, many companies are closed on Fridays but are open on Sundays so expect to receive a work email on while you’re having Sunday lunch with the family.

The time and work schedule difference, if not anticipated and managed, can lead to delayed feedback, missed overlaps, or extended approval cycles, especially during high-pressure campaign periods.

One way to ensure that projects are aligned despite the distance is to implement asynchronous communication systems (like project dashboards or shared trackers), setting clear response timelines, and maintaining transparent documentation.

Payment and currency issues

WORKING with foreign clients also introduces financial and administrative hurdles. International transfers, long payment terms, and fluctuating exchange rates can disrupt cash flow, especially for smaller or independent agencies.

To manage this, agencies often require upfront deposits, use global payment tools and specify currency terms clearly in contracts. Transparency on both sides helps prevent misunderstanding later on.

Navigating the local media culture

FOREIGN brands entering the Philippines sometimes underestimate how unique the local media and consumer culture are.

In many other countries, serving coffee and donut would usually suffice when you invite media to a press conference, even when the schedule occurs during lunch or dinner time. For us Filipinos, if you invite someone over-it doesn’t even have to be a media conference; it could just be a simple get-together at home with close friends-during lunch or dinner, and you want a positive outcome from your agenda, you and I know you need to serve a full meal or you will be the subject of chismis for a long time!

Obviously, local PR agencies must act as both cultural translators and strategic advisors, not just to ensure that global messages are conveyed thoughtfully but that good will and a positive reputation is carefully established on behalf of the brand.

Turning challenges into an advantage

THESE are just some of the challenges that PR agencies handling overseas clients face. We haven’t event touched on misaligned deliverables, which can be easily be avoided by a thorough discussion on key project elements and outcomes; and compliance issues especially for projects that involve regulatory agencies.

Despite these challenges, working with a foreign brand can be an enriching experience, both literally and figuratively!

The key to success lies in balance-merging global standards with local sensibilities, and blending professionalism with the Filipino values of warmth, empathy, and creativity.

PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premiere association for senior communications professionals around the world. Edd Fuentes is the founder and CEO of FuentesManila, a Manila-based PR agency founded in 1990. Edd is a Board Member of IPRA Global representing South Asia for the last 7 years.

PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com

THEY say you should never meet your heroes because you might be disappointed should they turn out to be very different from your preconceptions. Lawyer Estrella ‘Star’ Elamparo, who’s also a runner and mother, is someone who I have always wanted to meet. Formerly a lawyer for the government pension fund GSIS, Elamparo seemed to me a beautiful, smart and empowered woman.

Finally, I met Elamparo at the #UnstoppablePowHER: The Watsons Women’s Forum 2025 held at Enderun, where she was one of the panelists in the discussion moderated by Mica Pineda and also participated in by Ting Joson, secretary general of Triathlon Philippines; Miss Earth Philippines 2017 Karen Ibasco, and Lynn Pinugu, co-founder and CEO of She Talks Asia and executive director of Mano Amiga Philippines.

At the sidelines of the event, we talked to Elamparo about being a woman in law, a male-dominated field.

‘In law school, it was not much of a problem, but when I went into practice that’s where I saw how difficult it was. As a young female lawyer, I encountered harassment in the form of comments about what I wore [short skirts and heels] and other micro-aggressions. That escalated to even more serious forms of harassment and when I told the law office where I worked, I was told it was probably because my skirts were very short,’ said Elamparo.

As she became more established in the field of law and gained a reputation as someone strict and outspoken, the harassment has stopped-but it’s still there.

‘We’ve progressed but the problem is still there. As women, it is up to us to stand against these things so that [the situation] will change,’ she said.

But the way Elamparo looks at it, progress is still progress, no matter how small.

‘There are more female law students than men now, and eight out of 10 legal department heads in the country’s top conglomerates are women. It feels good to know we’ve opened doors for the next generation.’

The Watsons Women’s Forum was created to be a celebration of women. It was also a reminder that the best atmosphere where they can thrive is one wherein they get support from other women.

Elamparo, for example, said that while laws are in place to counter violence against and harassment of women, it is still up to us to be vigilant and make sure the laws are enforced.

‘Even if we are not the victims, we have to speak up. It is our obligation to be vigilant.’

‘Today is all about women empowerment, giving women a voice, a platform, and a community where we can share stories, exchange ideas, and remind one another that we are never alone in our journeys. Through the Women’s Forum, Watsons continues to open spaces that uplift, educate and inspire. At Watsons, empowerment has always been part of who we are,’ said Kim Reyes, Beauty Business Unit and Commercial Services director for Watsons Personal Care Stores (Philippines).

As a safe space for women, the event also featured PowHER Stories, an open mic session where women shared their journeys of resilience, purpose and self-discovery. Meanwhile, guests explored interactive experiences such as a customized scent perfume bar, commissioned artists for watercolor portraits, photo booth, and message wall. Every activity was created to celebrate creativity, confidence, and connection.

‘The celebration doesn’t end here. Empowerment isn’t just a one-day event. It’s something we live and breathe every day. It’s in the way we care for ourselves, how we treat others, and how we lift up other women. Because at Watsons, we truly believe that when women empower women, the world becomes a better place,’ said Sharon Decapia, SAVP for marketing, PR and Sustainability of Watsons Philippines.

Krista Gem M. Santos, Deputy Executive Director IV of the Office for Alternative Dispute Resolution; Dranyl Jared P. Amoroso, Senior Vice President for Advocacies of the Philippine Institute of Arbitrators Inc.; and Raoul C. Creencia, President of the Rotary Club of Manila, present the Provision of Barangay Justice award to the Lupong Tagapamayapa of Barangay Baan KM 3, Butuan City, represented by Punong Barangay Gemma P. Tabada, during the Leaders Excelling in Dispute Resolution and Peacemaking (LEAP) Awards held at the Manila Hotel.

The annual recognition program honors exemplary practices in dispute resolution and peacemaking.

GLOBAL fashion brand Fendi introduces Fendi 925, the house’s new men’s fashion jewelry line crafted entirely from sterling silver. Featured in the Fall/Winter 2025-26 centenary fashion show, the collection redefines men’s jewelry, offering bold, contemporary design inspired by the world of high-end gemstones.

With Fendi 925, artistic director of Jewelry Delfina Delettrez Fendi draws on her expertise in high jewelry and reimagines the allure of precious stones through the lens of sterling silver.

Inspired by the captivating cuts and settings typically reserved for diamonds and gems, the collection masterfully ‘Fendifies’ these signature forms onto a selection of pendant and chain necklaces and bracelets, band and signet rings and a mono earring. The classic diamond cut and refined bezel setting are reinterpreted and meticulously crafted entirely in sterling 925 with injections of the iconic FF logo, creating pieces that are both unexpected and quintessentially Fendi.

The result is a dynamic and attractive collection that elevates sterling silver into a testament of Fendi’s mastery in materials, sense of fun and innovative spirit. The collection is available beginning October in selected Fendi boutiques worldwide and on www.fendi.com.

ALL minimum wage earners in the private sector in Cagayan Valley will soon receive a uniform daily pay of P500 beginning November 5, following the approval of new wage order.

The Regional Tripartite Wages and Productivity Board (RTWPB) II announced on Monday that non-agriculture workers will get a P20 increase, while those in agriculture will receive a P40 hike-raising their daily rates from P480 and P460, respectively.

The RTWPB II said the adjustment will apply to regular working hours not exceeding eight hours a day.

‘The wage increase prescribed herein shall apply to all minimum wage earners in the private sector within the region, regardless of their position, designation or status and irrespective of the method by which their wages are paid,’ it added.

Aside from private-sector employees, domestic workers (kasambahays) will also see an increase in their pay, with a P500 raise bringing their new monthly minimum wage to P6,500.

‘WHEREAS, after a thorough review and evaluation of the results of the consultations and public hearings, existing socio-economic conditions in the region, the needs of the domestic workers and their families, as well as the employers’ capacity to pay, the Board deemed it necessary to increase the prevailing minimum wage rate for domestic workers,’ the regional board said.

The new rate, which will also take effect on November 5, applies to all household workers, whether living in or outside their employers’ homes, including househelp, nannies, cooks, gardeners, and laundry workers.

AS global brands set their sights on Southeast Asia, the Philippines is emerging as a key growth market, with its digital-savvy, highly engaged online consumers.

To meaningfully connect with Filipinos, many international companies partner with local public relations (PR) agencies that understand the country’s culture, language, and media landscape.

Of course, many PR companies aspire to win foreign accounts because the rates are usually higher than local standards and earnings are in dollars, not to mention the bragging rights of having a ‘prestige’ account in your portfolio.

But as many seasoned PR practitioners know, achieving the deliverables and key performance indicators (KPIs) is usually the easier part. The daily coordination and client engagement are oftentimes the trickier aspect. While Philippine PR agencies bring invaluable local insights to the table, they also face distinct challenges when working with foreign clients-from cultural differences, language nuances and time zone gaps to misaligned expectations and sometimes, even compliance issues.

For one, cultural nuances can make or break a PR partnership. Filipino PR professionals are known for their warmth, adaptability, and respect-traits that sometimes contrast with the more direct or formal communication styles of international clients.

While many Western clients prefer straightforward, assertive feedback and fast-paced execution, a lot of East Asian clients value hierarchy, formality, and structured processes. Meanwhile, Filipino PR teams, guided by hiya, may soften their tone or avoid open disagreement to preserve harmony.

These differences can cause misinterpretations or delays in decision-making. To overcome this, agencies need cultural intelligence-understanding not just what to say, but how and when to say it.

The Filipino English

ENGLISH is English is English. Until one comes across Singaporean English, British English, Australian English, Italian English, and so on. That’s when you realize the nuances between these versions of English and the Filipino English.

For example, a press release sent by a client that ends with ‘Please feel free to connect a call with us’ will have to be edited before it’s dispatched to local media. It’s not entirely wrong, but that’s not how we say it.

The time zone challenge

COLLABORATING across time zones is another obstacle.

I remember when we were handling a banking brand during its global Initial Public Offering in the 90s. Back then there were no Zoom, MS Teams or any online meeting platforms. We had no choice but to attend alignment meetings almost every day with the New York-based client and other agencies at 6am, Manila time, using good old call conferencing.

While there are now easier ways to meet online, the challenge remains: if you’re working with an overseas client, you should be ready and flexible to meet outside of the usual working hours.

Take note also that not all markets follow the Monday to Friday workdays. In Dubai for instance, many companies are closed on Fridays but are open on Sundays so expect to receive a work email on while you’re having Sunday lunch with the family.

The time and work schedule difference, if not anticipated and managed, can lead to delayed feedback, missed overlaps, or extended approval cycles, especially during high-pressure campaign periods.

One way to ensure that projects are aligned despite the distance is to implement asynchronous communication systems (like project dashboards or shared trackers), setting clear response timelines, and maintaining transparent documentation.

Payment and currency issues

WORKING with foreign clients also introduces financial and administrative hurdles. International transfers, long payment terms, and fluctuating exchange rates can disrupt cash flow, especially for smaller or independent agencies.

To manage this, agencies often require upfront deposits, use global payment tools and specify currency terms clearly in contracts. Transparency on both sides helps prevent misunderstanding later on.

Navigating the local media culture

FOREIGN brands entering the Philippines sometimes underestimate how unique the local media and consumer culture are.

In many other countries, serving coffee and donut would usually suffice when you invite media to a press conference, even when the schedule occurs during lunch or dinner time. For us Filipinos, if you invite someone over-it doesn’t even have to be a media conference; it could just be a simple get-together at home with close friends-during lunch or dinner, and you want a positive outcome from your agenda, you and I know you need to serve a full meal or you will be the subject of chismis for a long time!

Obviously, local PR agencies must act as both cultural translators and strategic advisors, not just to ensure that global messages are conveyed thoughtfully but that good will and a positive reputation is carefully established on behalf of the brand.

Turning challenges into an advantage

THESE are just some of the challenges that PR agencies handling overseas clients face. We haven’t event touched on misaligned deliverables, which can be easily be avoided by a thorough discussion on key project elements and outcomes; and compliance issues especially for projects that involve regulatory agencies.

Despite these challenges, working with a foreign brand can be an enriching experience, both literally and figuratively!

The key to success lies in balance-merging global standards with local sensibilities, and blending professionalism with the Filipino values of warmth, empathy, and creativity.

PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premiere association for senior communications professionals around the world. Edd Fuentes is the founder and CEO of FuentesManila, a Manila-based PR agency founded in 1990. Edd is a Board Member of IPRA Global representing South Asia for the last 7 years.

PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com