PRSP President Ana Pista, APR (right), receives a token of appreciation from PERHUMAS Chairman Boy Kelana Soebroto (left) during the Pertemuan Humas Muda session at Konvensi Humas Indonesia 2026 in Solo, Indonesia.
Public Relations Society of the Philippines (PRSP) president Ana Pista, APR, has urged young professionals to strengthen their skills and adapt to artificial intelligence (AI) as technology reshapes job requirements and career opportunities.
Speaking at Konvensi Humas Indonesia 2026 in Solo, Indonesia, Pista delivered a keynote titled “Don’t Fear Disruption. Lead It,” encouraging nearly 1,000 young public relations practitioners to embrace continuous learning and prepare for changes in the workplace.
“Adapt. Upskill. Lead,” Pista told the audience, emphasizing the need to develop new capabilities as AI tools increasingly assist with research, content creation, and other tasks traditionally assigned to entry-level employees.
Her presentation highlighted concerns about how automation could affect early-career opportunities, particularly when routine assignments that help graduates gain practical experience become less common. She challenged young professionals to consider how they can remain employable as businesses integrate AI into their operations.
For communications practitioners, Pista stressed that proficiency in AI tools must be complemented by critical thinking, information verification, strategic planning, audience understanding, and responsible communication. These capabilities are particularly important as AI-generated content and misinformation complicate efforts to maintain public trust.
She also emphasized that preparing for technological disruption should not be the responsibility of workers alone. Employers must invest in training, provide opportunities for practical experience, and help employees develop skills suited to evolving workplace demands.
The discussions also underscored the importance of collaboration across public relations, marketing, advertising, and technology, as well as knowledge-sharing among Southeast Asian countries navigating similar workforce challenges.
Boy Kelana Soebroto, chairman of Indonesia’s PERHUMAS and a board member of the Global Alliance for Public Relations and Communication Management, highlighted the value of exchanging insights between the Philippines and Indonesia as both countries prepare emerging communications professionals for an AI-driven future.
Pista, who also serves on the Global Alliance’s board, framed professional legacy around sharing knowledge, opening doors, and creating opportunities for the next generation.
Her message reinforces the growing importance of digital skills, continuous upskilling, and human judgment as AI transforms the future of work.
