In a world where PR is all about storytelling, women have proven to be the most compelling narrators. Today, women are shaping the landscape of public relations (PR) in Asia with creativity, resilience, and visionary leadership. A study by PRovoke Media reveals that nearly 70 percent of the PR industry workforce globally is female, and in Asia, women are increasingly taking on leadership roles, steering some of the most influential campaigns that drive business success.

One such remarkable leader is Marzie Marzan, Co-Founder & CEO of ALPAS Consultancy, a leading PR agency making waves across Asia. With a keen understanding of the region's diverse media landscape and a knack for creating impactful strategies, Marzie is at the forefront of revolutionizing the PR game. Through her leadership, ALPAS Consultancy has earned a reputation for its forward-thinking approach and ability to navigate complex market dynamics.

In this interview, Marzie shares valuable insights into her professional journey and how the future of PR industry looks like.

Can you give a brief overview of your career journey?

I hold a Bachelor's degree in Communications, with a major in Communications Management, so my career has always been centered around this field. After over a decade of working, I decided to further my education. I’m currently enrolled at the Asian Institute of Management, pursuing an Executive Master’s degree in Disaster Risk and Crisis Management. The reason for this shift is my belief that climate change is a critical issue that affects us all, and we must take action to ensure that we have a sustainable planet in the future. I expect to graduate in March of next year.

As for my professional background, my first job was in the government. I worked in the Office of the President of the Philippines from 2004 to 2010, during the administration of Gloria Macapagal Arroyo, the country’s second female president. I was part of her communications team for six years.

After my time in government, I transitioned to the private sector and took a break to return to school. In 2012, I worked for a lobbying firm, where we advocated for various legislative agendas and ensured our advocacy efforts were passed in Congress. Later, I joined a Filipino PR firm where I led the Government Relations and Crisis Communications unit. I worked there for almost six years.

What are the key skills or areas of expertise have you developed as a PR professional?

Over the past decade, my primary focus has been on crisis communications. With the rise of social media, PR crises have become more frequent. We often have clients who approach us because they are trending on platforms like X (formerly Twitter), or because there's a news article, YouTube video, or TikTok content that negatively impacts their brand and reputation. My expertise lies in crafting timely statements to address the crisis, ensuring that the right messages are delivered to calm stakeholders and manage the situation effectively.

What inspired you to co-found this organization?

ALPAS was founded out of a loss. In 2019, during the Philippine elections, my co-founder and I supported a candidate for the provincial governor position, but unfortunately, he lost. That defeat became a strong motivator for us. We didn’t want the journey to end with just a loss; we wanted to create something meaningful from it. So, we decided to establish a PR firm focused on communications and advocacy, helping various stakeholders who needed stronger messaging and crisis communication support.

Additionally, during the height of the pandemic, the Philippines experienced the longest lockdown in the world, lasting about two years. We co-founded ALPAS during the third month of this lockdown, a time filled with uncertainty and fear. Many businesses were closing, and jobs were disappearing. Despite these challenges, we decided to take the risk and launch the agency. We saw a crucial need for improved communication, especially during the pandemic, where effective messaging made a significant difference in managing COVID-19. For example, countries like New Zealand excelled in handling the crisis through clear communication about the virus and prevention methods. This realization drove us to act, knowing that better communication was essential, and there was no reason to delay our start, even in 2020 amid a global crisis.

What’s your Unique Selling Point (USP)?

If you’ve looked into our name, you’ll see that 'ALPAS' isn’t an acronym or a family name; it’s a Tagalog word that means 'to break free.' We chose this name because we believe that everyone wants to break free from something, whether it’s personal limitations, obstacles to success, or anything holding them back from happiness and fulfillment in their career or life.

By naming our agency 'ALPAS,' we aim to help our clients break free from whatever is preventing them from achieving success. I think that’s where our uniqueness lies—we embrace the Filipino language and culture and are proudly a Filipino firm. One of our core values is love for the country, and we’re deeply committed to helping the Philippines succeed. We actively support various advocacies, many of which we offer pro bono, to assist communities, NGOs, and startups in their respective journeys.

As the CEO and co-founder, what are your key roles and responsibilities? Do you have any advice for aspiring women entrepreneurs or business leaders?

As the CEO, my role is to provide the vision for the company. That’s why I’m currently pursuing further education in disaster risk and crisis management, I see significant potential in communication within these areas. Companies need to effectively communicate about risks, especially those related to climate change, which will increasingly impact them in the future. My job is to be a visionary, constantly innovating and finding the best ways to serve not just our team and clients but also the broader industry and the country.

I believe the key is to always keep learning and continually innovate. The PR industry, like many others, is fast-paced and constantly evolving. To stay relevant, you must be willing to adapt, reinvent yourself, and embrace change consistently.

Marzie Marzan, Co-Founder & Ceo, Alpas Consultancy

Marzie Marzan is a communications expert and CEO, specializing in crisis management, PR, and stakeholder engagement with multi-industry experience. Through her leadership, ALPAS Consultancy has earned a reputation for its forward-thinking approach and ability to navigate complex market dynamics.