Dr. Fernando Eraña Reyes, Jr. DComm, Ph.D. is an academic, researcher, and communication strategist whose career bridges high-level corporate practice with advanced scholarly inquiry. With over 15 years of combined higher education leadership and industry experience, his foundation in media is rooted in professional practice as a broadcaster, radio DJ personality, special events producer, and voice talent. This extensive background in live production and audience engagement directly informs his applied approach to media management, public relations, and Integrated Marketing Communication (IMC). Beyond media production, his corporate trajectory includes serving in senior leadership and executive consultancy roles for major regional and multinational conglomerates across the Middle East—including Qatar Energy, Qatar Shell, Petrofac International LTD., YAS Holding LTD, MOBH Holding Group, Al Barakah Holding LTD., and McDonald’s Corporation—where he spearheaded strategic corporate communication, brand equity, human capital management systems, workers’ welfare, and corporate affairs initiatives in complex, highly regulated environments.
Building upon this industry’s expertise, Dr. Reyes has achieved a distinguished series of academic credentials that define his scholarly profile. He holds a Ph.D. in Management Research (specializing in PR and IMC) from King’s College London, a Doctor of Communication (DComm) from the University of the Philippines, an Executive MBA in Marketing Communication from Ateneo de Manila University, a Bachelor’s degree in Mass Communication major in Radio and Television Broadcasting, and a CIPD Level 7 Advanced Diploma in Strategic Learning and Development. In higher education governance, he has served in key administrative capacities, including Academic Director at the International Film School, Programme Head of a Media, Culture, and Communication Department, and Programme Head of a US Executive DBA Programme. In these roles, he has directed curriculum design, quality assurance, accreditation, and international institutional partnerships, alongside serving as Editor-in-Chief of an international peer-reviewed journal to advance scholarly publication initiatives.
Dr. Reyes’s primary contribution to media and communication scholarship is his development of the Social Media Communication Process (SMCP) Theory, a conceptual framework designed to model interaction dynamics, message dissemination, and user engagement within digital social ecosystems. His broader research program investigates how emerging technologies intersect with society, examining operational and socio-cultural shifts within contemporary media systems. Recognized as one of the Top Academic Filipino Professionals in the Middle East by The Filipino Times and one of the Most Influential Filipino Expatriates in the United Arab Emirates, he consistently advances theoretical and empirical research that integrates media production, strategic management, and digital communication environments.
His current scholarly trajectory lies at the forefront of contemporary communication research, evaluating the profound impact of artificial intelligence on public trust, authenticity, and information integrity. His recent work addresses AI-mediated social media communication, deepfakes, media credibility, and the integration of generative AI within radio broadcasting. By investigating how AI-generated and AI-mediated content alters source credibility, public relations, and brand perception, Dr. Reyes offers critical theoretical insights into how media and communication professionals, organizations, and audiences navigate an increasingly technology-mediated global communication landscape.