crisis management

MANILA, Philippines — CID Communication and Minotaur PH formally announce a strategic partnership that brings together decades of communications expertise and next-generation marketing technology, digital execution, and community-driven engagement.

For over 30 years, CID Communication has established itself as one of the Philippines’ pioneering communications and reputation management firms, helping brands, personalities, and organizations build enduring public trust through strategic communications, media relations, crisis management, and corporate equity-building.

“Communications today is no longer confined to traditional media channels alone. Reputation is now shaped in real time across communities, platforms, and shared experiences,” said Patrick Morales, CEO of CID Communication. “Our partnership with Minotaur PH allows us to evolve alongside the changing landscape while remaining grounded in the strategic communications principles and reputation management discipline that CID has upheld for over three decades.”

Jamie Paraso, CEO of Minotaur PH, added: “This partnership represents the convergence of established communications expertise and modern execution. CID brings decades of institutional trust, strategic communications experience, and reputation stewardship, while Minotaur contributes integrated marketing capabilities, technology integration, and a deep understanding of community ecosystems. Together, we aim to help brands engage more meaningfully with today’s culture-driven audiences across sports, fandoms, gaming, cosplay, music, food, lifestyle, and beyond.”

Specifically, CID brings its deep institutional knowledge and communications discipline into the rapidly evolving landscape of digital-first audiences and culture-led communities.

Minotaur PH, meanwhile, has built its reputation as a next-generation marketing and community company focused on connecting brands with highly engaged audiences across gaming, esports, fandoms, sports, and lifestyle sectors. Its capabilities span digital activations, experiential marketing, partnerships, sponsorships, content ecosystems, community development, and marketing technology integration.

Together, the partnership creates a hybrid model that combines strategic communications credibility with modern audience engagement infrastructure.

The alliance enables both companies to provide clients with a more integrated approach to communications and brand growth — one that goes beyond visibility and focuses on long-term cultural relevance, reputation, engagement, and community affinity.

As brands continue to navigate fragmented attention spans, digital-native consumers, and rapidly shifting social behaviors, the partnership positions CID Communication and Minotaur PH to help organizations remain credible, adaptive, and culturally connected across multiple generations and communities.

The collaboration also reflects a broader industry shift toward integrated communications ecosystems where PR, digital engagement, community management, experiential activations, data, and cultural storytelling increasingly operate as interconnected disciplines rather than isolated functions.

Moving forward, CID Communication and Minotaur PH aim to jointly develop initiatives, campaigns, and strategic programs that help brands remain both trusted and culturally resonant in an increasingly community-driven world.

SENATE Minority Leader Alan Peter Cayetano is calling for a shift in how the government handles crises, urging stronger preparation, deeper review of past actions, and a more deliberate approach before responding to emerging threats.

In a recent livestream, Cayetano said effective governance should begin long before a crisis unfolds, stressing that early recognition of risks allows the government to act more decisively.

“Alam natin na kung hindi man crisis, yung potential for crisis [naroon.] That’s why maraming bansa [ang] nag-create ng separate crisis committee kasi you have to continue governing, but you also have to have your contingency plans and the actual reaction whether relief iyan or on-the-spot reforms,” he said.

He emphasized the need to “review and rewind” before making decisions and warned that failure to learn from past mistakes can lead to bigger problems.

“Napakaimportante ng review at rewind. Bakit? Para hindi mo maulit y’ung problema. Para hindi maulit y’ung mali. A problem should be met by a solution, not with a bigger problem,” he said.

Cayetano said without this step, the government risks repeating the same errors. He also underscored the importance of accurate data in both planning and response, noting that wrong information leads to flawed policies and poor delivery of aid.

“If we don’t learn our lessons, we’ll keep having bigger problems. Kung mali ang facts natin, mali rin ang conclusion natin,” he said.

The Minority Leader added that preparation must reflect real conditions on the ground as challenges differ across regions.

“Hindi pwedeng ‘one size fits all’… kailangan personalized iyan. Kailangan nakatutok iyan sa sitwasyon ng lugar,” he said.

Cayetano said while the government’s crisis response is improving, the people are expecting a “coordinated, comprehensive” approach.

He added that preparation also requires focus and foresight, encouraging Filipinos to take part in building a more responsive system.

“Pray for specific points so that we will always be more prepared and we can plan better. That way, we can leverage and have a better response sa lahat ng problema ng ating bansa,” Cayetano said.

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CID Communication, Minotaur PH redefine branding through credibility and cultural relevance

Cayetano highlights need to shift from reactive to proactive crisis management