I am writing this column on our third night in Makati City where my first companies had their offices in Salcedo and Legazpi Villages. They are Business International Philippines, Zorilla Public Affairs/Public Relations, Philips Electronics & Lighting, and Filinvest Alabang, Inc.
Before I became a PR consultant I worked with Peter Wallace from late 1989 to early 1992, first as Political Writer and then as Research Supervisor – my very first managerial role – overseeing the weekly and monthly input of the Economist, Business Analyst, Political Writer and Legislative Analyst. Our research and consultancy firm was then called Business International Philippines or BI. Now it is Wallace Business Forum. Almost all our clients were MNCs wanting to get the latest developments on the economic, regulatory and legislative fronts. Our office was in Salcedo Village.
I then worked with Zorilla PA/PR founded by the late Antonio ‘Zorro’ Zorilla who was well known in the 70s and 80s as a TV broadcaster, advertising executive and PR guru. I joined as Research Supervisor and was then promoted to Account Group Manager handling major companies which were in the highly-regulated industries such as Oil & Gas, Mining and Telecommunications.
‘Zorro’ taught me the dynamics of PR and even drafted his own definition as a “set of stage-managed activities aimed at creating an environment conducive to the public’s acceptance, patronage and even defense of a company’s products and services.” This definition is also applicable to individuals, organizations and causes. My training and engagement with ‘Zorro’ have considerably equipped me discharged effectively my responsibilities as the in-house PR Man of Philips and Filinvest.
Funny, I just realized that it was like a ping-pong where I worked. The office of Peter was in Salcedo Village. The office of ‘Zorro’ was in Legazpi Village. Philips had its very own building called Philips House in Salcedo Village. Filinvest had two satellite offices in Legazpi Village. I was in the building where the Marketing Division operated.
In each company I had gained best learnings and experiences which have guided me until now. Peter, originally an Australian who became a naturalized Filipino, showed consistency in his advocacy to attract more foreign investments and address the culture of corruption in government. When he turned 83 last June, he wrote in his regular column in the Inquirer: “We need a culture that insists on excellence. Where ‘bahala na’ just won’t do. We need leadership that cares for the well-being of the people, not the well-being of themselves and friends. And we need a society that is honest.”
In my daily dealings with ‘Zorro’ he showed me that it was very important to be updated on what’s happening around you, as well as anticipating what is going to happen such as a new regulation being discussed by a local government unit or a bill being introduced in Congress. As mentioned earlier, we had clients from the Oil & Gas, Mining and Telecommunications industries.
I brought my consultant-mentality to Philips when I was hired to manage the PR requirements of the Lighting Division. I had the confidence to speak my mind. One lunch break, the new CEO of the whole company, a Dutch national, sat beside me and asked the usual question ‘how are you’. Instead of answering ‘I’m fine thank you’ I said ‘I’m great. Philips can also be great if it is aggressive in Public Relations.’ At that time, it was only the Lighting Division that was being read in the newspapers. That was the reason I was hired. The whole Philips organization with several product divisions was not visible as a news item.
A few months after the CEO said he remembered what I mentioned and asked me to take a concurrent role as Marcom coordinator of the whole company, which was over and above my role as PR in-charge of the Lighting Division. My tip dear readers is to always speak your mind when you have the opportunity to interact with a decision-maker. Don’t be shy. Seize the moment.
At Filinvest, I managed the Ad and PR Department with seven staff. It was my first time to be involved in the budgeting process. Each department head of the Marketing Division had to present his or her budget before a panel led by the EVP, Mrs. Joji Gotianun-Yap, who is the daughter of the company’s founder, Mr. Andrew Gotianun. That experience taught me how to justify each advertising and PR activity in contributing to the sales efforts of the company as we were selling plots and condominium units in the 244-hectare Filinvest Corporate City in Alabang, Muntinlupa.
It’s 1 am now (9 pm in UAE). Time to sleep. Thank you for reading and till then.