CEOs as the new currency of trust

In today's hyper-transparent world, companies rise and fall not only on the strength of their balance sheets, but also on the credibility of their leaders.

- RON JABAL

This truth was once again underscored with the release of the CARMA PH CEO Media Index Report 2025, which I had the privilege of unveiling during my plenary talk at the 32nd National PR Congress of the Public Relations Society of the Philippines.

The Index, developed by global media intelligence firm CARMA, provides a detailed analysis of how ten of the Philippines' top CEOs are portrayed in traditional and digital media. It goes beyond counting clippings or mentions. Specifically, CARMA profiles CEOs based on five trust-building attributes:

Strong leadership: The ability to guide and influence others while effectively communicating vision and actions in ways that shape public perception and trust.

Strong communication skills: Delivering meaningful and favorable content for the brand.

Great foresight: Showing critical thinking when it comes to future planning and possibilities.

Openness and transparency: A readiness to communicate openly and share clear, honest and accessible information.

Ethical behavior: Acting with integrity and responsibility, ensuring decisions and actions align with moral values.

Who stood out

The 2025 results put Manny V. Pangilinan (MVP) and Ramon S. Ang (RSA) at the top of the rankings.

MVP dominated coverage in infrastructure, telecommunications and sports, often framed as a leader with great foresight and strong leadership in industries crucial to national development. RSA, meanwhile, was highly visible in aviation, energy and philanthropy, frequently highlighted for his decisiveness and social responsibility.