When Cathy Yang joined the PLDT Group—the Philippines’ largest integrated telecommunications firm—in July 2020, it was at the height of the COVID-19 pandemic. Connectivity was no longer a luxury but a lifeline. Yang was brought on to modernize PLDT’s communications strategy and lead a shift toward more purpose-driven, digitally focused storytelling.
Over the past four years, Yang has guided PLDT Group’s Corporate Communications team in aligning business goals with meaningful social impact, particularly in the areas of child protection, online safety, education, and digital inclusion. Under her leadership, the company’s communication strategies have elevated both internal engagement and public perception, while helping the company earn sustained recognition across multiple industries and platforms.
Using Communications to Drive Measurable Change
One of Yang’s most impactful contributions has been integrating child rights into PLDT’s corporate communications and business practices. Working with international organizations such as UNICEF, the Internet Watch Foundation, and International Justice Mission, PLDT Group developed strategies to address the growing issue of online child exploitation.
In 2023, PLDT was named a Leader in the Global Child Forum’s Business Benchmark on Children’s Rights—the only company in the Philippines to earn that distinction. The recognition came after Yang was invited in 2022 to represent both PLDT and the Philippines at the Global Child Forum in Stockholm, hosted by the King and Queen of Sweden. She remains the sole Southeast Asian representative included in the forum’s testimonial campaign.
Connecting Social Purpose with Brand and Business Value
PLDT’s corporate communications under Yang’s leadership has supported a wide range of business-aligned social initiatives. These include the expansion of the School-in-a-Bag digital classroom program, support for disaster resilience and livelihood initiatives, and digital literacy campaigns such as TNT SIM Registration.
The group also led #FarmSmart, a public relations program that used partnerships to help modernize agriculture and support farmers through tech solutions. These campaigns reflect a broader strategy that links PLDT’s business strengths (connectivity, technology) with its broader social commitments.
Yang and her team have maintained this focus even during periods of corporate challenge, including financial constraints and regulatory obligations. Notably, her team played a key role in coordinating public disclosures to the Philippine Stock Exchange while continuing to promote the company’s social impact initiatives.
A Winning Communications Strategy
Since 2021, PLDT Group has consistently earned top industry honors for communications and public relations, including four consecutive “Company of the Year” awards at both the Anvil and Quill Awards—prestigious recognitions in the Philippines' PR and communications sectors. Under Yang’s leadership, award submissions have expanded beyond her own team to include other divisions, demonstrating how strategic communications has become embedded throughout the company.
Yang’s communications work has also gained international recognition. During the pandemic, her team launched Realizations, a storytelling campaign that highlighted how PLDT’s connectivity solutions helped people navigate lockdowns and life changes. The campaign earned a Gold Stevie® Award for Innovation in Public Relations Videos at the 2021 Asia-Pacific Stevie Awards.
Cathy Yang was honored with a Bronze Stevie Award for Communications, Investor Relations or PR Executive of the Year in the 2024 Stevie® Awards for Technology Excellence.
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