A communications professional who bridges journalism, governance, and crisis management while building her strategic brand across the Philippines.
When the crisis hit, the phones wouldn’t stop ringing. Media outlets demanded answers, stakeholders needed reassurance, and executives faced a reputation nightmare that could unravel years of careful positioning. In that pressure-cooker moment, Ferliza Calizar-Contratista found herself exactly where she belonged: in the eye of the storm, crafting the narrative that would either save or sink her client’s future.
This wasn’t just another after work hours and weekend scenario for the Strategic Communications Authority behind By Ferliza, it was the culmination of a decade-spanning journey that took her from university newsrooms to government offices, from advocacy campaigns to executive boardrooms. In a field where specialists typically choose one lane and stay there, Ferliza had deliberately built something different: a communications practice rooted in the rare advantage of having worked on every side of the story.
The Evolution of a Full-Circle Communicator
Ferliza’s path began at the University of the Philippines, where she earned her Mass Communication degree from the country’s premier institution. But unlike classmates who viewed journalism as a stepping stone to other careers, she dove headfirst into the newsroom trenches, spending eleven years as a staff reporter for The Freeman Newspaper, Cebu’s longest-existing publication.
Those weren’t glamorous years. She covered everything except sports, all types of crimes, city council meetings, court proceedings, community events, political campaigns, learning to distill complex stories into clear, compelling narratives under relentless deadlines. More importantly, she was building relationships across every sector that would later become her strategic advantage.
“The newsroom taught me that every story has multiple angles,” Ferliza reflects. “But what I didn’t realize then was that I was actually preparing for something bigger, understanding how each stakeholder thinks, what motivates them, and how to bridge those perspectives when they conflict.”
From Observer to Advocate
After eleven years of reporting on other people’s missions, Ferliza made her first strategic pivot: joining a foundation focused on marginalized sectors PAGTAMBAYAYONG Foundation Inc. The transition from journalism to advocacy communications required a fundamental shift in perspective. Instead of maintaining reportorial distance, she now had to champion specific causes while maintaining credibility with her former media colleagues.
This role led to campaign communications for Cebu Governor Hilario Davide III, where she helped bring the national party of then-President Benigno “Noynoy” Aquino III to the local level. The experience of translating national political messaging for regional audiences revealed another layer of her emerging expertise: the delicate art of adapting complex policy positions for diverse constituencies.
Her government communications career expanded when she became information officer for the Vice Governor of Cebu Gregorio Sanchez and Editor-in-Chief of The Legislative Gavel. Simultaneously, she was managing product promotions, overseeing a radio station, and hosting a two-hour news and public affairs program, a workload that would overwhelm most professionals but was sharpening Ferliza’s ability to manage multiple narratives across different platforms.
The National Stage and Beyond
Recognition of her cross-platform expertise led to her appointment as Information Development Officer for the Philippine Information Agency (PIA), a national agency under the Office of the President. This role exposed her to multi-level communications strategy down to the grassroots. while maintaining her side passion in campaign messaging for politicians and businesses.
The transition to Toledo City as Division Head of the Community Affairs and Development Division marked another evolution. For the first time, she held a non-communications role, managing public programs empowering the least in the communities. Yet even in this capacity, she was still sought for development communication, particularly in communicating local governance, storifying government programs to small bite sized “understandable” pieces.
The Recognition Moment
Last September, during Cebu Press Freedom Month, an observance unique to the region, Ferliza received an invitation that crystallized her professional identity. A pillar of Cebu media Atty Pachico Seares and the Philippine Press Institute (PPI) invited her to participate in a forum titled “Media, Publicists and News Sources: Friction, Cooperation and Collusion.”
She was participating specifically as “the publicist”, a designation she embraces despite still working as a Public Manager in Toledo City’s local government. The forum appearance represented more than professional recognition; it was validation of her unique position as someone who could speak authoritatively about all sides of the communications ecosystem.
“It was in that moment that I realized I am an evolution of this wonderful term called ‘COMMUNICATION,'” she explains. “I’ve been on all sides of the fences, so navigating issues and linkages is easy. I have built relationships in the media, grassroots, businesses, and government.”
The By Ferliza Advantage
What sets By Ferliza apart in the crowded communications field isn’t just experience, it’s perspective. While traditional PR agencies often struggle to understand newsroom priorities, and campaign consultants may lack government insight, Ferliza operates from a foundation of lived experience across every stakeholder group.
Her crisis management philosophy reflects this comprehensive understanding: “Crisis is inevitable, but confusion is optional. My background allows me to stabilize the situation in the newsroom before the media even prints the headline.”
This approach has made her name increasingly preferred for crisis reputation management and campaign communications, despite not yet having the infrastructure of larger PR and advertising agencies. Her resources and staff remain primarily connected through government and media networks, relationships built over years of professional trust rather than corporate contracts.
Building the Brand
Today, Ferliza is strategically positioning By Ferliza as the go-to resource for organizations facing complex communications challenges. Her strength lies in campaign strategy, public communication, and crisis management, areas where her cross-sector experience provides unmatched insight.
The business model reflects her authentic approach: rather than trying to compete directly with established agencies, she leverages her unique positioning and relationship network to solve problems that require nuanced understanding of how different stakeholders actually operate.
Her experience includes linking international media to local sources during disasters, demonstrating her ability to navigate communications challenges that span geographic and cultural boundaries. Each project adds to her growing reputation as someone who can manage complex narratives across multiple platforms and audiences simultaneously.
If your organization faces communications challenges that require more than surface-level messaging, if you need someone who understands how newsrooms think, how government officials respond to pressure, and how to craft narratives that resonate across different constituencies, By Ferliza offers the kind of strategic insight that only comes from working every side of the story.
About By Ferliza
By Ferliza is a strategic communications practice led by Ferliza Calizar-Contratista, specializing in crisis management, campaign communications, and cross-sector narrative strategy. Based in Cebu, Philippines, the practice serves clients across government, business, and advocacy sectors. Connect with Ferliza on her official Facebook account or follow By Ferliza’s page for insights on strategic communications and crisis management.
