PLDT Group is showing that corporate communication is no longer simply about making announcements—it can be a strategic tool for building trust, changing behavior, strengthening communities and supporting business goals.
The telecommunications group was named Company of the Year at the 22nd Philippine Quill Awards, taking home 21 awards, including eight Awards of Excellence and 13 Awards of Merit. The recognition covered initiatives involving PLDT, Smart Communications and partner organizations.
The awards were held on Aug. 27, 2026, under the theme “SOAR: Shaping Outcomes, Advancing Reputations.” The Philippine Quill Awards, organized by the International Association of Business Communicators Philippines, recognizes communication programs that demonstrate strategic thinking, effective execution and measurable impact.
From corporate messaging to measurable impact
PLDT’s latest recognition highlights a broader shift in how companies approach communications.
Instead of treating communication simply as publicity or corporate messaging, PLDT Group has increasingly connected its campaigns to practical issues affecting customers, businesses and communities.
Among the group’s recognized initiatives were #BeCyberSmart, which promotes cybersecurity awareness; the Digital Farmers Program and eBizNovation, which support farmers and micro, small and medium enterprises; and the #LearnSmart App Initiative, which focuses on literacy and culturally relevant digital learning.
PLDT Home programs supporting Filipina entrepreneurs, including Panahon Mo Na and Madiskarte Moms PH, were also among the initiatives recognized for using digital tools, education and community engagement to help strengthen economic resilience.
Customer-focused programs also received recognition, including Smart CX Learning Experience, TNT Anibersaya 25 and PLDT Home’s Netflix omnichannel campaign.
Why the recognition matters
The significance of PLDT’s haul goes beyond the number of trophies.
IABC Philippines President Richard Arboleda emphasized that successful communication should begin with a real need and ultimately create meaningful change—not merely generate attention.
That philosophy is increasingly relevant as companies face a more complicated communications environment, where customers expect transparency, communities demand meaningful engagement and businesses need communication strategies that can demonstrate tangible outcomes.
PLDT and Smart First Vice President and Group Head of Public Engagement Roby Alampay similarly framed the recognition as more than a celebration of storytelling, pointing to the importance of representing the experiences and stories of Filipinos across the country and overseas.
The bigger PLDT business picture
The communications strategy comes as PLDT continues to navigate a rapidly changing telecommunications and digital-services market.
The company’s first-half 2026 results show that data and broadband accounted for ₱84 billion, or 86% of service revenues, while consolidated EBITDA reached ₱56.1 billion, up 1% year-on-year. Enterprise revenues also increased 5% to ₱24.8 billion, with ICT revenues jumping 22%.
At the same time, PLDT’s core telecommunications business remains under pressure. Telco core income declined 2% to ₱16.6 billion in the first half, while reported net income fell 6% to ₱16.4 billion. GMA News also reported that softer consumer spending contributed to the pressure on the telco business.
That makes the company’s focus on customer engagement, digital inclusion, enterprise solutions and brand trust particularly significant.
Communication meets digital transformation
PLDT’s communication strategy is also unfolding alongside a broader push toward digital transformation.
In August, PLDT and Smart announced an expanded partnership with Microsoft to bring Microsoft 365 Copilot into everyday workflows. The initiative is designed to help employees draft communications, summarize meetings, analyze information and make faster decisions, with the companies positioning AI as an operational tool rather than simply an experimental technology.
The company has also been pushing digital transformation across its network and enterprise businesses, including cloud, AI, automation and ICT services.
A wider trend across Philippine business
PLDT was not alone in receiving recognition at this year’s Quill Awards.
Other major Philippine companies also used the awards to highlight communication programs tied to business and social outcomes. Maynilad, for example, received five awards for programs involving water-loss reduction, crisis communication, public engagement and its IPO.
Meralco collected nine Excellence and Merit awards covering areas including customer service, corporate social responsibility, research, public safety, digital transformation and innovation.
The broader message is becoming increasingly clear: communication is evolving from a support function into a strategic component of how organizations manage reputation, customer relationships, employee behavior and business objectives.
The bottom line
PLDT’s 21 Philippine Quill Awards are more than another corporate trophy haul.
They reflect a strategy in which communication is being tied to cybersecurity, digital literacy, entrepreneurship, customer experience, inclusion and business resilience.
And with PLDT simultaneously dealing with pressure on its core telco earnings while expanding enterprise, ICT and AI capabilities, the company’s ability to turn communication into measurable engagement could become increasingly important.
The real question is no longer whether PLDT can tell compelling stories. It’s whether those stories can continue turning attention into action—and action into business results.
WWC ONE MEDIA MJE
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