The Public Relations Society of the Philippines (PRSP) recently awarded the Gawad Panday, the highest recognition for a PR practitioner, to Charlie Agatep, known to be among the pioneers in the country’s PR industry.
Agatep was honored for his significant contribution to public relations in the Philippines. PRSP cited his dedication to uplift the profession and his excellence in brand building and reputation management during the annual gathering of PR professionals at the Shangri-La Hotel in Bonifacio Global City.
“Let us always remember that public relations is a profession of great social impact. We PR practitioners heavily influence the channels of communication, and should therefore avoid communicating ideas of little value. We should be held responsible and accountable for the attitudes and behavior of the publics that we constantly try to reach,” said Agatep.
“The task of public relations is to spread change and to make it meaningful—to render an entire population receptive to it, ready to secure its benefits, and eager to apply these to our daily lives,” added Agatep.
With a Litt. B. in Journalism and an M.S. in Communication Arts (Boston University, US Fulbright-Smith Mundt Fellow), Agatep was a newspaper reporter, then program director of the first commercial TV station in the Philippines (DZAQ-TV, Alto Broadcasting System).
He then ventured into the world of advertising. After working with with giant multinationals, Charlie founded Agatep Associates, Inc (AAI) in 1988. In 11 years, AAI grew to become a most admired PR and advertising agency. In 1999, for a span of 16 years, AAI partnered with a foreign communications agency.
Today, AAI has transformed into Grupo Agatep, a creative advertising, PR and media agency rolled into one to provide clients one-stop-shop convenience. Grupo Agatep provides unique solutions to sell products, services, and ideas, and to build, enhance and protect brand reputations.
Gawad Panday is a tribute to excellence in the practice of public relations in the country. It is the highest award given by the PRSP to a PR professional in recognition of the practitioner’s significant contribution to the industry. The last time the Gawad Panday was awarded was in 2006 to veteran PR professional and columnist, Max Edralin.
