Highlights From Speakers at the UPMG Tinta Print Media Conference 2024.

Dr. Guido David, a fellow of OCTA Research, highlights the importance of accuracy in surveys, emphasizing that clients rely on these tools to obtain reliable data for informed decision-making. “It doesn’t help them to see false data,” he stated, stressing that the purpose of surveys is to provide truthful insights that guide effective strategies. Inaccurate data undermines this goal, leading to misguided actions and wasted opportunities.

For Dr. David, surveys are tools for clarity, not confusion. Delivering precise and trustworthy information reflects a research organization’s ethical commitment and responsibility to its clients. Accurate data empowers clients to address challenges effectively and achieve meaningful progress.

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Martin Peñaflor, Founder and CEO of Tangere, emphasizes the importance of presenting honest survey results to clients, even when the findings may not align with their expectations. “The pulse of the Filipinos is always on top,” he stated, highlighting the priority of reflecting public sentiment accurately. Sharing results, even unfavorable ones, provides clients with valuable insights into their weaknesses, enabling them to address gaps and improve in key areas.

Peñaflor believes that the true benefit of surveys lies in their ability to uncover realities that drive growth. By confronting data that may challenge their assumptions, clients gain a clearer understanding of their standing and opportunities for development. Accurate results ensure that decisions are based on truth, empowering clients to build strategies grounded in genuine public perception.

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Aileen Perez, Assistant Vice President and Deputy Head of Integrated News Social Media at GMA Network, emphasizes the crucial role of the younger generation in shaping the future of the newsroom. As digital natives, they are more comfortable with evolving technologies, which can often lead to innovative ways of engaging audiences. However, it is essential for seasoned journalists to mentor and instill the values of traditional journalism—integrity, accuracy, and responsible reporting—into the next generation.

The challenge lies in balancing the rapid advancements in technology with the timeless principles of journalism. By embracing new tools while maintaining a strong ethical foundation, we can ensure a future where technology and journalistic integrity go hand in hand.

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During his insightful talk, Driving Truth and Business Impact, Robby Aligada highlighted three essential pillars for building trust in branding: consistency, authenticity, and transparency.
Consistency ensures your brand delivers on its promises across all touchpoints. Authenticity allows your brand to stay true to its values and connect genuinely with its audience. Transparency fosters open communication, building credibility and long-term loyalty.

These principles are not just buzzwords—they are the driving forces behind impactful and enduring brands. Let’s strive to incorporate them into our branding strategies and create lasting impressions.

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Rico Hizon’s words highlight his deep appreciation for the influence that the print journalism industry has had on his career. By expressing pride in being both a broadcast journalist and a journalist in the broader sense, Hizon underscores the foundational skills and principles he gained from his peers in the print industry. He acknowledges that the structured and meticulous approach to storytelling—emphasizing clarity, integrity, and narrative flow—has been seamlessly integrated into his work as a broadcast journalist.

This statement serves as a testament to the enduring legacy of print journalism and its critical role in shaping media professionals, even in the fast-paced and visually driven world of broadcast news. Hizon’s remarks also reflect a sense of gratitude and mutual respect for the interdependence between different branches of journalism, emphasizing that the quality of reporting transcends mediums. His insights resonate as a reminder that the principles of effective storytelling remain timeless, regardless of the platform.

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Dante “Klink” Ang II, Secretary of the Commission on Filipinos Overseas, highlighted an enduring truth during the Tinta Print Conference: the art of storytelling remains alive and well. While some argue that modern audiences no longer engage with stories, the continued relevance of long-form content in publications like The New York Times and The Wall Street Journal, proves otherwise. These platforms thrive on more than just fleeting clicks; they demonstrate that people still value depth, context, and substance in their reading.

Ang’s perspective aligns with Bill Gates’ 1996 declaration that “content is king,” emphasizing that while formats evolve, the human appetite for compelling narratives and credible information persists. This insight is particularly crucial for journalists, content creators, and communicators today. It reminds us that, even in an era of short attention spans and algorithm-driven content, there remains a significant audience seeking stories that educate, inspire, and provoke thought.

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