The Philippine Council for the Advancement of Association Executives (PCAAE) conducted the third seminar which is part of the series of continuing education sessions towards achieving the title “Certified Professional Association Executive” (CPAE) on September 24, 2015 at the Philippine International Convention Center (PICC) in Pasay City, Metro Manila, Philippines. 60 PCAAE members attended the program.
The CPAE program was developed to further professionalize association governance and management in the country and offers excellent career opportunities and growth for those already working or those considering to work in the association sector that includes Board members, officers, staff and professionals.
The seminar covered four (4) different learning sessions. In Session 1 on “Crafting Communications Content”, Ms. Sheila Pesayco, COO & President of Writer’s Edge, discussed the evolution of content and highlighted the importance of content and context in crafting effective and powerful messages. In addition, Ms. Pesayco imparted the techniques on how to craft a content that will stick and standout.
In the next session on “Inside the Newsroom: The Media Environment,” Ms. Doris Dumlao-Abadilla, Sr. Business Reporter, Philippine Daily Inquirer, discussed, among others, the different personalities inside the newsroom, the various elements of news, the types of content that journalists are looking and how to get the attention of the media.
In Session III on “Marketing in the Digital Age,” Mr. Jojo Ajero, CEO of XSite Solutions, covered marketing of associations in the digital age. He discussed the role of marketing in an association and presented examples on various media platforms that associations can adopt in marketing their products and services. He also emphasized that every association today needs to learn digital marketing to cope up with the changing business environment.
In the last session on “Advocacy PR”, Mr. Jose Bayan Baylon, VP for Corporate Communications, Nickel Asia Corporation, highlighted the need for advocacy in public relations and presented a case study about his own company. In addition, he also discussed the do’s and don’ts in PR advocacy.
Visit the PCAEE website at www.pcaae.org to browse on the presentations of the speakers.