They once worked quietly in the background, steering their companies with little fanfare. But in today’s world of radical transparency and instant communication, CEOs have become more than business leaders — they are symbols of trust, influence, and foresight.
This transformation was front and center at the recently concluded 32nd National PR Congress of the Public Relations Society of the Philippines (PRSP), where Dr. Ron Jabal, DBA, APR delivered a well-applauded plenary talk on the future of PR. In his presentation, he introduced the results of the CARMA PH CEO Media Index Report 2025, which examined how ten of the country’s most prominent CEOs are portrayed in the media.
The findings placed Manny V. Pangilinan (MVP) and Ramon S. Ang (RSA) at the top of the list — not only for frequency of coverage, but also for positive framing of leadership attributes. Pangilinan emerged as a dominant figure in stories on infrastructure, telecoms, and sports, while Ang was consistently highlighted in aviation, energy, food and beverage, and philanthropy.
Jabal explained the significance:
“This isn’t about personalities for their own sake. It’s about how CEO credibility, vision, and values flow into the company’s overall reputation. A strong CEO profile can inspire investors, reassure regulators, and motivate employees. That’s why communicators today must see CEOs as active assets in reputation management.”
He further noted:
“For PR professionals, the message is clear — managing corporate reputation today also means managing the CEO’s narrative. Our CEOs are not just figureheads; they are the reputation frontliners of their organizations.”
The CARMA Index highlights what global research has long suggested: that the “CEO effect” is one of the strongest drivers of corporate reputation. Locally, the report provides empirical proof that when CEOs are consistently framed as credible and visionary in the media, their companies enjoy measurable reputational dividends.
By unveiling the Index at PR Congress 2025, Jabal underscored the growing importance of data-driven tools in public relations — tools that not only map reputation but also help professionals defend PR’s value at the boardroom table.