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Grace Foronda with Babyface

Lance Joseph Martinez

PR Maven Grace Foronda Opens Up About Her 'Accidental' Journey Into Public Relations

With Jessica Sanchez

Grace Foronda with some of the stars she has worked with

Grace Foronda with Justin Bieber

Grace Foronda with The Edge of U2

Grace Foronda with Lady Gaga

Grace Foronda with J. Lo

Grace Foronda with Taylor Swift

With Miley Cyrus

Grace Foronda with Maroon 5

Grace Foronda with Black Eyed Peas

Grace Foronda with Mariah Carey

Grace Foronda with EXO's Lay Zhang

Grace Foronda with Rihanna

<div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib fr-draggable" contenteditable="false" draggable="false" style="width:700px;display:block" width="700"><span class="fr-img-wrap"><a href="https://www.facebook.com/gmlf.prconsultancy/" rel="noopener noreferrer" target="_blank"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763629487407_25A3353_1_11zon.jpg" class="fr-fic fr-dib" style="width:700px" width="700"/><span class="fr-inner" contenteditable="true">On Grace: Dress by UNICA HIJA | Photography by Rxandy Capinpin</span></a></span></span></div><div><br/></div><p><strong></strong>“Accidental”—that’s how<strong> </strong>PR maven and marketing consultant<strong> Grace Foronda </strong>described her entry into the public relations industry. With more than three decades of experience, she revealed how her career began with completely different plans, only to lead her to breakthroughs and unprecedented feats.</p><p>Originally aspiring to work in broadcast media, Grace even auditioned for several TV channels, only to find, in her own words, that “God had a different plan for me.” Unaware of the opportunities in the recording industry, she walked into <strong>Viva Records</strong> and unexpectedly landed a role as the label’s a<strong></strong>d and promo assistant.</p><p>Grace admitted she started her career “having no idea what the job fully entailed.” She began by learning how to write press releases and scripts for TV and radio. Soon, her boss assigned her to coordinate radio promotions in Metro Manila and key provinces, giving her a clear understanding of the role’s significance.</p><p>Grace’s love for music and passion for connecting through it made her thrive in the role. “As I got the hang of the job, I grew to love the nature of the work even more. The industry keeps me inspired and energized. Imagine doing something that feels like a hobby for many and actually being paid to do it; it’s such a rewarding experience. That sense of joy and purpose is what continues to drive me in this career,” she said.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib fr-draggable" contenteditable="false" draggable="false" style="width:700px;display:block" width="700"><span class="fr-img-wrap"><a href="https://www.instagram.com/gl_foronda" rel="noopener noreferrer" target="_blank"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763629919563_25A3440_3_11zon.jpg" style="width:700px" class="fr-fic fr-dib" width="700"/><span class="fr-inner" contenteditable="true">On Grace: Jumpsuit by BAYO | Photography by Rxandy Capinpin</span></a></span></span></div><div><br/></div><p>She added, “It was a bit overwhelming at times, especially since I was suddenly working with well-known artists and celebrities… But looking back, those challenges really helped shape my professionalism and taught me how to thrive under pressure.”</p><p>Grace, <a href="https://www.linkedin.com/in/grace-lomboy-foronda-1ab09974/?originalSubdomain=ph" rel="noopener noreferrer" target="_blank">now the founder and managing director of GMLF PR Consultancy</a>, built a 17-year career at MCA Music, where she rose through several key positions—from radio promo manager to advertising and promo, then to marketing and events manager, before ultimately serving as senior frontline international marketing manager. In this leadership role, she developed marketing and promotional strategies for global artists, such as <strong>Taylor Swift</strong>, <strong>Rihanna</strong>, <strong>Thirty Seconds to Mars</strong>, <strong>Black Eyed Peas</strong>, <strong>Justin Bieber</strong>, and <strong>Miley Cyrus</strong>, among many others. In 2013, she stepped away from MCA Music and embarked on her own independent path</p><p>Like fairy godmothers in Disney films, mentors helped Grace shape her career in PR and marketing. Former bosses at Viva Records and<strong> MCA Music</strong> (now <strong>Universal Music Group Philippines</strong>) guided her in the early years, instilling principles that would define her career.</p><p>“In this line of work, it’s not just about promoting the product, it’s about connecting with people and earning their trust,” she remarked, quoting a lesson from her former boss at Viva Records. “It reminded me that success in PR and marketing isn’t just measured by numbers or exposure, but by the quality of the relationships you nurture along the way. Her guidance also helped me stay grounded and professional, even when dealing with high-profile personalities and challenging situations.”</p><p>Having spent more than 30 years shaping stories and steering public relations campaigns, Grace revealed the lessons she learned “the hard way.” According to her, excellence is non-negotiable. “It truly pays to be a perfectionist,” she said, emphasizing that one should never settle because “there’s always room for improvement.”</p><p>She also highlighted the importance of discipline in the fast-paced media world. “Tasks you delay today can easily become tomorrow’s problems,” she noted. Beyond skill and strategy, she stressed that long-term success relies on relationships. “There are challenges that money alone can’t solve,” she pointed out.</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib fr-draggable" contenteditable="false" draggable="false" style="width:700px;display:block"><span class="fr-img-wrap"><a href="https://x.com/forondagrace08" rel="noopener noreferrer" target="_blank"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763630035777_25A3309_4_11zon.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner" contenteditable="true">On Grace: Dress by KARIMADON | Photography by Rxandy Capinpin</span></a></span></span></div><div><br/></div><div><strong>Working with local and global stars</strong></div><p>Part of Grace’s work involves meeting artists whose music she promoted. Her first local artist was Bacolod native <strong>Ella May Saison. </strong>During her initial weeks in her first foray into the music industry, Grace booked Ella for TV performances and radio appearances, promoting her debut single <strong>“Bakit Ba?”</strong>—though it was the follow-up,<strong> “</strong><strong>Till My Heartaches End,” </strong>that truly soared.</p><p>“The song dominated radio airplay and sales charts, and eventually, her album even achieved Gold status. I’ll never forget the moment we got to award her on television. It was such a proud and memorable milestone for all of us,” she recalled.</p><p>The two also developed a lasting friendship, with Ella even performing at Grace’s wedding. “We became quite close through the years. In fact, she even sang at my wedding, and I jokingly requested her not to sing ‘Till My Heartaches End!’”</p><p>On the international stage, Grace recalled unforgettable encounters, including with Chinese rapper and singer <strong>Lay Zhang</strong> of K-pop group <strong>EXO</strong>. </p><p>“Lay is an exceptional and versatile artist, but beyond his immense talent, what struck me most was how down-to-earth, warm, and genuinely kind he is. Meeting him reminded me why I love what I do… connecting artists with fans and witnessing those authentic, human moments behind the fame,” she said, recounting how she and her daughter even flew to Singapore to watch his concert before meeting him in person a year later.</p><p>Her work has also led her to meet music industry icons like <strong>Mariah Carey</strong>, <strong>Lady Gaga</strong>, <strong>J. Lo</strong>, <strong>Maroon 5</strong>, and <strong>U2</strong>. </p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib fr-draggable" contenteditable="false" draggable="false" style="width:700px"><span class="fr-img-wrap"><a href="https://www.tiktok.com/@glf_2003" rel="noopener noreferrer" target="_blank"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763630104037_25A3387_5_11zon.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner" contenteditable="true">Photography by Rxandy Capinpin</span></a></span></span></div><div><br/></div><div><strong>Navigating the evolving PR landscape</strong></div><p>With decades of experience, Grace has witnessed the industry’s transformation, especially with the rise of digital technology. “Tasks that used to be so time-consuming and physically demanding have become much easier and more efficient. Everything is now done online, through emails, social media, and private messages. Even PR assets, promotional materials, and song links are sent digitally to targeted media contacts,” she said.</p><p><a href="https://www.instagram.com/gl_foronda" rel="noopener noreferrer" target="_blank">Grace</a> also noted how music consumption has changed, moving from cassette tapes and CDs to platforms like <strong>Spotify</strong>, <strong>iTunes</strong>, and <strong>YouTube</strong>. “Marketing and promotions today heavily rely on social media strategies and even AI-driven tools to reach wider audiences and promote artists, music, and events,” she said.</p><p>However, Grace cautioned that technology, while convenient, has reduced face-to-face interactions. “Digital exchanges can easily feel impersonal, with people quickly sensing when messages are templated or lacking sincerity. For me, nothing compares to authentic connection, where you take the time to talk, listen, and build trust—something no technology can ever replace.”</p><p>A personalized approach like this makes a world of difference in how she handles collaborations with companies like <strong>Ovation Productions</strong>, <strong>Wilbros Live</strong>, <strong>Midas Promotions</strong>,<strong> Concert  Republic</strong>, <strong>Epic Events</strong>, <strong>Universal Records</strong>, and <strong>Warner Music Philippines </strong>today.<strong></strong><strong></strong></p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib fr-draggable" contenteditable="false" draggable="false" style="width:700px;display:block" width="700"><span class="fr-img-wrap"><a href="https://www.linkedin.com/in/grace-lomboy-foronda-1ab09974?utm_source=share&amp;utm_campaign=share_via&amp;utm_content=profile&amp;utm_medium=ios_app" rel="noopener noreferrer" target="_blank"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763630151258_25A3465_1_11zon.jpg" style="width:700px" class="fr-fic fr-dib" width="700"/><span class="fr-inner" contenteditable="true">Photography by Rxandy Capinpin</span></a></span></span></div><div><br/></div><div><strong>Advice for aspiring PR and marketing professionals<br/></strong></div><p><a href="https://www.facebook.com/gmlf.prconsultancy/" rel="noopener noreferrer" target="_blank">For Grace</a>, determination and passion are key to lasting success in PR and marketing. “You need to be highly driven, results-oriented, and take pride in ensuring that every plan is executed with excellence,” she said.</p><p>She emphasized that longevity comes from combining skills, strategy, and a positive attitude. “Strong media connections, a solid track record in product management, and the ability to deliver seamless events are essential,” she said.</p><p>Reflecting on her career, Grace emphasized ”the power of meaningful relationships.” She reflected, ”When people truly enjoy working with you and trust your expertise, collaborations become effortless. Some of the best opportunities don’t come from contracts or negotiations, but from the value of the relationships you’ve built.”</p><div><br/></div><div style="text-align:center"><span class="fr-img-caption fr-fic fr-dib" style="width:700px;display:block"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1763630181020_25A3140_5_11zon.jpg" style="width:700px" class="fr-fic fr-dib"/><span class="fr-inner">On Grace: Ensemble by MANGO | Photography by Rxandy Capinpin</span></span></span></div><div><br/></div><div><strong>Scroll through the gallery below to see some of the global artists Grace has met and worked with through the years:</strong></div><div><strong></strong></div><div style="text-align:center">[[PHOTO ALBUM]]</div><div><br/></div><p>Lead photos by <strong>Rxandy Capinpin</strong></p><p>Art direction by <strong>Alfred Amado</strong></p><p>Styling by <strong>Edlene Cabral</strong></p><p>Makeup by <strong>Chuchie Ledesma</strong></p><p>Hairstyling by<strong> Kim Echavia</strong></p>

<p>Originally aiming for TV, Grace Foronda says, "God had a different plan for me," leading her to an unexpected start as an ad and promo assistant. Thirty-three years later, she remains passionate about PR and marketing, looking forward to more exciting times ahead as new artists continue to emerge.</p>

Originally aiming for TV, Grace Foronda says, "God had a different plan for me," leading her to an unexpected start as an ad and promo assistant. Thirty-three years later, she remains passionate about PR and marketing, looking forward to more exciting times ahead as new artists continue to emerge.

PR & Marketing Maven Grace Foronda Looks Back on Her 'Accidental' Journey Into Public Relations

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PR & Marketing Maven Grace Foronda Looks Back on Her 'Accidental' Journey Into Public Relations

Lance Joseph Martinez

Published Nov 23, 2025 10:35 AM PHT

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Updated Nov 23, 2025 12:59 PM PHT

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