How Brands Can Build Real Connections at the Community Level
In an era of social media noise and influencer fatigue, many Filipino consumers are tuning out flashy ads and are instead tuning in to what their neighbors, followers, community leaders, and local groups are saying.
That’s the power of grassroots PR.
More than just low-budget campaigns, it’s high penetration. Grassroots public relations focuses on building trust from the ground up, starting with the people who live, work, and influence behavior at the community level.
In this guide, NGP helps you explore updated grassroots PR strategies for 2025, tailored to the Philippine context. How can YOUR brand benefit?
What is Grassroots PR?
Grassroots PR is a communications approach that activates ordinary citizens, community leaders, and local networks to spread your brand message organically on a more hyperlocal scale.
Rather than pushing mass messages from the top down, you focus on:
- Community buy-in
- Word-of-mouth amplification
- Local partnerships
- Face-to-face engagement
It’s personal, authentic, and deeply relational. And it’s perfect for a Filipino audience that values relatability, shared values, and local loyalty above all else.
Why Grassroots PR Matters in the Philippines (2025)
- Rise of Micro-Communities
Digital tribes like Facebook groups (i.e. Home Buddies, Kaskasan Buddies, Let’s Eat PH, and more), regional sub-Reddits, and TikTok “budol” circles (ex. BeautyTok, BookTok, FinTok, etc) now shape purchasing decisions as much as major platforms.
- Less Trust in Mass Advertising
Filipino consumers are slowly trusting peer reviews, neighborhood chatter, and viral posts from ordinary citizens more and more versus, say, your usual celebrity endorsement. A-lister product pushes are still effective, but more authentic formats like ‘unfiltered, raw’ reviews are favored over super-scripted and clearly promotional execution. Check your favorite influencer’s ad posts sometime. Excellently-executed campaigns garner comments like “I didn’t even realize there was an ad in here!”
- High Mobile Penetration, But Limited Reach
Not everyone is online 24/7, especially in lower-income and provincial areas where internet access is intermittent at best. Grassroots PR bridges offline and online gaps.
Strategies You Can Use
Barangay Partnerships and Local Endorsements
Don’t underestimate the barangay captain, SK chairperson, or local health worker. These are the people who can:
- Share your flyers or event invites
- Let you speak at a barangay assembly
- Endorse your products as part of a livelihood or health program
Take MSD in the Philippines, for instance. They take their campaigns on a hyperlocal level, partnering with barangays to make sure health awareness reaches everyone.
Presence at Community Events (Fiestas, Brigada Eskwela, etc.)
Grassroots PR thrives when you’re physically present in community life. Look for:
- Fiestas
- Medical missions
- Health info sessions
- Public school programs
- Clean-up drives
Offer giveaways, free services, or even small sponsorships. Filipinos appreciate brands that “show up.”
Pro tip: Partner with a PR agency to liaise with DepEd or barangay councils to integrate into existing programs.
3. Street-Level Visibility
Think posters on sari-sari stores, branded umbrellas at tricycle terminals, or mural sponsorships in waiting sheds.
It’s cost-effective, memorable, and shows community-level care.
4. Activate Community-Based Influencers
Localized campaigns need localized voices. Nano- and micro-influencers work best for grassroots approaches. Trust that these personalities know their hyperlocal audiences best!
NGP’s list:
- Boracay-Based Influencers for Your Next Brand Getaway
- Kapampangan Vloggers: 5 Influential Voices
- Who are the Top Influencers in Cebu Today? (2025)
- Who are the Top Influencers in Davao Today? (2025)
5. Leverage Local Radio and Facebook Groups
Local media, including news publications, social media counterparts, and radio, plus hyperlocal Facebook pages still dominate in many provinces.
Use these to:
- Announce activations and events through pre-event press releases and/or select broadcast engagements
- Invite local media to cover events
- Share customer testimonials in post-event content on owned assets, or seeded to local community groups
6. Use Messaging Apps for Community Updates
If you haven’t tried this for your brand, it may be worth looking into. Viber, WhatsApp, and Messenger are key in local-level communications. Start:
- Group chats for exclusive updates or promos
- Broadcast lists for new product alerts
- Feedback loops to gather insights
These feel more personal and avoid algorithm blocks common in social media feeds. Hyperlocal groups are more geo-focused and purpose-driven, so it narrows it down. It also gives a sense of exclusivity to be part of ‘The Community’. Some examples are the Hoka Run Club, the Makati Home Business Exchange, the Raketera Group, and more.
8. Measure Local Impact
Grassroots PR success doesn’t always look like digital virality. Instead, measure:
- Word-of-mouth referrals
- Community leader endorsements
- Repeat foot traffic in pop-up sites
- Event attendance
- Qualitative feedback (“Maraming nagtanong kung may branch sa kabilang barangay!”)
Pro tip: Partner with a PR agency that has grassroots connections to help monitor and measure campaign success for you.
How a PR Agency Can Help
While grassroots PR may seem informal, executing it well takes time and coordination. A PR agency with local experience can:
- Build and manage regional relationships
- Develop culturally relevant campaigns
- Train your ambassadors
- Handle logistics and local compliance
- Ensure that your community stories reach broader media, too
Think of them as your local-to-national bridge—helping you grow with scale and soul.
Start at the Grassroots Today
Grassroots PR in 2025 is no longer a “budget fallback” but a strategic necessity.
In the Philippines, where the community still shapes consumer behavior, brands that invest in real relationships, local presence, and cultural fluency will win.
So whether you’re activating in a barangay, launching a product in a province, or advocating for behavior change within a community, build it from the ground up.
And if you want support turning your grassroots idea into an organized, measurable campaign, NGP IMC is your strongest PR ally. Work with us today.