Public relations is more than just publicity—it’s about trust, relationships, and shaping narratives that create real impact. This was the key message of Ma. Luisa “Louie” Paragas Sebastian, Managing Director of BrownBag Communications under PAGEONE Group and President of the Public Relations Society of the Philippines (PRSP), in her recent interview on OKS Radio, which airs on DWBL 1242.
Sebastian, a veteran in the field with nearly three decades of experience in both government and private sectors, shed light on the true essence of PR. “Public relations is about building relationships, sharing good stories, and strengthening communities,” she explained.
A critical distinction Sebastian emphasized was the difference between public relations and propaganda. “Ang mahalaga, ang binibigyan natin ng impormasyon ay tama. ‘Di ba? Hindi po puwede na ang ating impormasyon ay makaka-sama sa nakararami o sa ating komunidad. Dapat totoo.” (What’s important is that we provide the right information. It shouldn’t harm the majority or our communities. It must be truthful.)
She pointed out that the role of PR professionals is to communicate with transparency, ensuring that the public is informed with accurate and meaningful stories. “Mas mahalaga na ibahagi mo ang impormasyon dahil doon magsisimula ang magandang desisyon ng mga tao sa kanilang pagtingin sa isang sitwasyon,” she explained. (It’s more important to share information because that’s where people begin to make informed decisions about a situation.)
Beyond promotions, PR plays a crucial role in business strategy. Sebastian underscored the importance of including PR professionals in decision-making at the highest levels. “CEOs must see PR as a management function. It’s not just about promotion—it’s about making informed decisions that shape public perception and reputation.”
She also explained how PR extends beyond corporate communications. “Sa panahon ngayon, kahit isang tindahan sa kanto may PR function na. Word of mouth, social media—lahat ng ito ay bumubuo ng reputasyon,” she noted. (Today, even a small neighborhood store has a PR function. Word of mouth and social media shape reputations.)
As PRSP’s newly elected President, Sebastian is focused on three key priorities: engaging members, strengthening institutional partnerships, and mentoring students. “It all boils down to engagement—mentoring PR professionals, strengthening industry partnerships, and inspiring the next generation of PR practitioners.”
Among her flagship projects is the APR Confirmant Program 2.0, a career development initiative for PR professionals. She is also reviving the Student PR Congress to introduce young talents to the profession.
Sebastian also shared her dream PR project: a holistic health advocacy campaign covering wellness, preventive care, and accessibility to healthcare across all life stages. “Health is a top concern for Filipinos. A long-term, unified PR campaign could help raise awareness and drive real change,” she shared.
Through BrownBag Communications and PRSP, Sebastian continues to champion truth, transparency, and impactful storytelling. “Public relations is not just about managing reputations—it’s about making a difference,” she concluded.