The PR journey of a woman who helped shape an industry
If you do not know Charisse Chuidian, you must be living in a bubble. My friendship with Charisse is something I inherited from my mother, Jul B. Dizon, who adored her deeply and admired her brilliance, grace, and generosity.
That affection naturally passed on to me, and through the years, Charisse has become not just an industry icon but someone I personally hold in the highest regard.
Some careers are planned. Others unfold like long, surprising stories that lead you exactly where you were meant to be. For Charisse, the path to hospitality was anything but linear; yet every chapter built the foundation for a remarkable life spent shaping how people experience hotels, brands, and unforgettable moments.
Her journey began a month after graduating from Maryknoll College with a degree in communication arts, a course she fondly chose because it did not include math. She joined an advertising agency as a public relations (PR) trainee, writing articles for company newsletters and even modeling for brochure proofs when the creative teams needed a face. Press visits introduced her to journalists whose bylines filled newspapers daily, giving her an early glimpse of the world she would eventually navigate with ease.
After only three months, destiny called in the form of respected public affairs host Joey Lardizabal. There was an opening at ABS-CBN for a program promotions copywriter, and the offer was impossible to ignore. The network was five minutes from her home. She soon found herself immersed in the vibrant ecosystem of television, sharing a room with artists, producers, and graphic designers whose creativity filled the air.
A year later, another unexpected nudge arrived. Her former college dean encouraged her to apply for a position at Ayala Corporation’s PR department. At that time, PR was mostly an academic concept to her, and she had once wondered if the company owned Ayala Avenue.
That curiosity turned into nearly five years in the corporate world, where she clipped news articles for executives, wrote for the employee newsletter, and assisted with major annual events and international partner visits.
After a short stint in a communications firm focused on community development, Charisse took a leap that would define her path. The country was preparing for the IMF conference, and more than a dozen new deluxe hotels were opening. She joined this massive workforce as PR manager at Century Park Sheraton Manila. What she thought would be a temporary shift turned into a joyful 16-year chapter. She even worked as a late-night TV news reader for a time, although she eventually stepped away before the schedule transformed her into a complete zombie.
Another major turn came in 1992 when she joined Mandarin Oriental Manila. She would spend the next 22 years there in PR, which evolved into marketing communications, and eventually, digital integration. When Mandarin closed in 2014, she barely had time to rest before receiving another call. Ten days later she entered the world of integrated resorts as vice president for public relations at City of Dreams Manila, where she continues to excel with the same energy, clarity, and passion that have defined her entire career.
To work with Charisse is to understand why she is beloved in the industry. Even in matters far outside her department, colleagues instinctively go to her first, partly because she responds faster than anyone else and mostly because she is unfailingly helpful. In hotel circles, the running joke is that when in doubt, ask Charisse. She will have the answer, the contact, the solution, the fix, and even a backup plan filed just in case.
Property president of City of Dreams Manila Geoff Andres expresses it with heartfelt sincerity. “Charisse is PR royalty in Manila. She is one of those rare people who is loved by all and loves all. Her contribution to our success goes beyond PR as she is part of our social fabric and culture.”
Her reputation reaches far beyond PR. Steve Sasso, director and general manager for hotel operations, describes her impact with admiration and warmth.
“I feel lucky and blessed to be able to work with Charisse as not only does she know everyone and is a public relations legend but she also has a heart of gold, always remembering birthdays and other details and truly caring for others. She is a master of her craft and a wonderful person.”
Her professional influences include giants in the field. Among them was the iconic Lydia Castillo of Cathay Pacific. She also collaborated closely with many of the country’s tourism leaders at various industry events, experiences that expanded her understanding of the landscape she would eventually help shape.
The perks along the way were unforgettable. At Mandarin she met Andrea Bocelli, Claudia Schiffer, Tony Blair, and Jackie Chan. At City of Dreams Manila, she encountered Robert De Niro, Nobu Matsuhisa, Alain Ducasse, Pierre Hermé, and a lineup of Michelin-starred chefs. These were moments young Charisse, writing newsletters and posing for creative proofs, could never have imagined.
Today her work continues to surprise her. The speed of social media, the rise of artificial intelligence in PR monitoring and the growing complexity of data privacy have transformed the landscape. Guests now post reviews in real time, and one negative comment can go viral before anyone can respond. Events, once defined by decor and entertainment, now include drone shows and immersive branded experiences. With influencer marketing firmly part of the landscape, brands must sift through countless creators to find those who genuinely align with their values.
She takes comfort in seeing industries embrace sustainability. At City of Dreams Manila, the commitment to renewable solar energy, the elimination of single-use plastics, and other environmentally conscious initiatives reflects a shift that aligns with the expectations of modern travelers.
For young hoteliers aspiring to build a career in PR, her advice is timeless. Keep learning. Read constantly. Know what the public is saying and understand why some brands rise above others. Adapt to new tools. Expand your thinking beyond the classroom. Curiosity will always be priceless in public relations.
The friendships she has built through the decades remain among her greatest joys. In an era when newsrooms have shrunk and face-to-face interactions are becoming rare, she treasures the relationships formed through shared work, long nights, warm conversations, and unforgettable events.
As she reflects on her journey, one truth stands out. To thrive in PR in any industry, one must stay credible, build trust, and uphold respect. These principles guided her from the beginning and remain the foundation of her work today. They form the legacy she hopes to leave.
And when the time finally comes to rest, she envisions long, restful sleep followed by days spent with her watercolor brushes—painting, reflecting, and beginning again. For someone whose career unfolded in the most unexpected ways, the next chapter will surely be just as graceful, just as surprising, and just as beautifully lived.
In every sense, Charisse has become a symbol of resilience and innovation in the hotel industry, a woman whose grounded strength and forward-thinking spirit continue to inspire everyone fortunate enough to work with her.
