ABOUT RCKA
RCKA provides public relations consultancy and management services to strengthen your ties with your clients.
At RCKA, we build stronger connections.
We are a public relations consultancy that helps strengthen our clients’ ties with their audiences, communities, and the world around them. We create clear, creative, and compelling communication that makes people listen and respond.
We founded RCKA on October 10, 2005, driven by a shared vision to offer strategic and values-driven communication. As partners, we—Ruby Vilavicencio Paurom and Kelly Austria—brought together our experience and commitment to help organizations tell stories that matter and build relationships that last.
We understand how stories travel. With years of experience in both media and digital spaces, we know what captures attention and how to turn messages into meaningful conversations. Our strong relationships with journalists, editors, and online creators help us make sure our clients reach the right audience with content that is timely, relevant, and well placed.
We also recognize that every brand and every place is different. That is why we take the time to understand context and culture, designing communication that reflects local values while staying globally aware. In a world that moves quickly, we stay grounded in strategy and inspired by creativity so each message stands out and stays true to who our clients are.
For us, public relations is not just about visibility. It is about building trust, shaping narratives, and creating lasting impact. We help our clients tell their stories with purpose and connect in ways that truly matter.
Let us help you make that connection.
We harness for you the rewarding results of active media engagement through well-crafted public relations strategies and initiatives using various mass media and digital platforms. Each media has its own strengths and we give primary regard to these unique media qualities and professional practices in designing an integrated communications plan that well suits you and your organization.
Background of Key Officers and Account Management
Partner and principal consultants are Ruby Villavicencio Paurom and Kelly Austria who formed RCKA in 2005.
RUBY
Ruby was a top newspaper management and editorial executive before forming her consulting office in 1992, the Ruby Communications Consultancy. Maiden RubyComm projects were the promotion of the Philippine national tourism program and the country's first free port and special economic zone. Major clients covering key industries followed.
Ruby was a grantee for advanced learning in media at the University of Hawaii East-West Center, the Friedrich Ebert Stiftung for the European Economic Community in Brussels; and the University of Chulalongkorn in Thailand. A journalism graduate of the University of the Philippines, she is also a faculty for media and communications of the Public Management Development Program of the Development Academy of the Philippines. As a former news desk editor and human relations manager of the Philippine Daily Inquirer, she holds certificates in labor relations, media employee benefits and compensation setting. Also, as a member of the National Pool of Consultants with a Public Private Partnership Technical Grant from the Asian Development Bank, Ruby participated in project development and financial viability seminars, supervising the inclusion of proper communications planning.
Deepening offerings in media consulting with the new space provided by the digitized world, she is tracking the path of understanding why people behave the way they do through continuing graduate studies in psychology with a focus on archetypes and mythology. She is a founding member of the Carl Jung Circle Center (CJCC) of the Philippines. She has courses in archetypal psychology with the Ateneo de Manila University and CJCC which has a development program with the Pacifica University in Sta. Barbara, California.
KELLY
Kelly brings three decades of expertise in communication, spanning public relations, advertising, and event management. She holds an MBA from the De La Salle University Graduate School of Business and a Marketing Management degree from St. Scholastica's College. Her professional journey includes key roles at the Department of Tourism, Agatep Associates, and Euro RSCG, where she honed her strategic communication skills.
Committed to continuous learning, Kelly has earned certificates in Social Entrepreneurship from the Ateneo School of Government, Digital Marketing from Ateneo de Manila University, and Integrated Marketing Communications and Sports Management from De La Salle University.
Beyond her corporate experience, Kelly is deeply involved in outdoor and mountaineering communities. She is the founder of Trails to Empower Kids (TREK), a multi-awarded foundation dedicated to supporting children in mountainous areas. Her dedication to sustaining volunteer-driven initiatives has provided valuable insights into corporate social responsibility.
Her contributions to community service have been recognized with a Peace Award from the Rotary Club of Parañaque St. Andrew. A passionate advocate for mentorship, Kelly regularly shares her expertise through talks, media guests and inspirational engagements with civic groups and interest communities.
Aside from these, Kelly is also a seasoned travel writer, sharing her adventures on Damngoodtravels and contributing to some of the country’s top publications. Her work captures the essence of exploration, culture, and responsible tourism.
We harness for you the rewarding results of active media engagement through well-crafted public relations strategies and initiatives using various mass media and digital platforms. Each media has its own strengths and we give primary regard to these unique media qualities and professional practices in designing an integrated communications plan that well suits you and your organization.
We understand the workings of mass media
There is a sweet spot that blends the purposes of media reportage and public relations. And in that sweet spot lies the value of relevant content. RCKA understands the need of mass and digital media for useful and interesting content. At the same time, we are able to identify the interesting insights and relevance in the stories you want to share. These may even be front page or primetime broadcast material. Yes, we’ve certainly spotted such material with projects we’ve handled.
Professionalism and ethics run our course in global media relations
Reputable media institutions around the world have a set of credo on professionalism and ethics. RCKA appreciates and works with this credo. Speaking the same language, we, at RCKA , are able to effectively relate with them to help you reach, in the quickest time possible, your target market and audiences.
We are mindful of cultural bounds
The Philippine archipelago has distinct regions with key centers of commerce, business and culture. Communicating with specific sectors in various locales requires a keen sense of place and a genuine desire to connect with people through media. RCKA recognizes and values these regional attributes even as we acknowledge the universal need for interesting, relevant and accurate information.
Creativity is key in what we do
Social media has levelled the playing field in reaching target communities in so many ways. New ideas crop us as fast as the blinking of an eye. Interaction takes place in rates faster than the ticking of the clock. And creativity is called for to attract the attention both of online audiences and gatekeepers of information in traditional media. Yet, remaining constant are the requirements to communicate clearly, simply and innovatively.
One small world is big with RCKA
Communities now realize, often more dramatically, how their actions or inactions affect other parts of the world. There is an urgency for people to make a difference for a better world. The ways to achieve this are limitless in public relations. RCKA helps you craft your purposive ways of giving back to this world and in cooperation with like-minded groups for increased impact.
Agency Capabilities
RCKA provides public relations consultancy and management services. We harness the rewarding results of active media engagement through well-crafted public relations strategies and initiatives using various mass media and digital platforms.
Key company services are: