AIJC holds first run of Executive Program on Public Communication

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The Asian Institute of Journalism and Communication (AIJC) conducted the inaugural Executive Program on Public Communication, which culminated in an in-person presentation on August 13, 2025, at Privato Hotel in Quezon City.

“Public communication is about building trust, fostering dialogue, and shaping narratives that move communities forward,” said AIJC President Therese San Diego Torres. “Public expectations are shifting, and in a world of rapid information flow and rising demands for transparency and authenticity, we need to be flexible in how we connect with people.”

Torres added that with people’s preferences evolving faster than ever, communicators must listen closely to how stakeholders seek and respond to information, and adapt their strategies and choice of channels to ensure messages remain clear and relevant.

The executive program consisted of four modules and ran for eight weeks, covering the following topics: Essentials of Communication, Issues Management and Crisis Communication, Communication Planning, and Crafting Messages for Public Communication.

Torres also highlighted the importance of effective public communication in bringing people together and helping fulfill their basic rights.

Among the finishers of the executive program were Himamaylan Vice Mayor Justin Gatuslao, and key officers of the City of Malabon, namely: Jaycellyn Batarilan, Aaron Homer Dioquino, Edison Enriquez, and Jerico Joshua Kahulugan.

For Batarilan, who sits as chief of the administrative division of the Malabon City Government’s City Housing and Urban Development Department, the program has been “an enriching experience.”

“The course deepened my understanding of how clear, timely, and audience-centered messaging builds trust between government and the public. I gained practical skills in strategic communication planning, crisis response, and crafting messages that resonate with a diverse audience,” said Batarilan.

The executive program was organized by the AIJC Professional Development Program.

Registration is open for the next offering of the Executive Program on Public Communication, which will begin in October 2025. Learn more about the program and how to register here: https://aijc.com.ph/executive-program-on-public-communication/