I realized over the weekend how mainstream media practitioners and social media influencers can be bonded together to cover an event and enjoy one another’s company. This was during the short tour of the Louvre in Abu Dhabi last Saturday where Philippine Ambassador to the UAE Hjayceelyn Quintana accompanied the entourage in viewing the two artifacts from the Philippines. The items are the golden funerary mask from Butuan Province and golden cup from Nabua, Camarines Sur which are under the World Civilizations Collection of the museum on Saadiyat Island.
Actually, these two media categories have distinct characters. I belong to the generation who grew up getting news and current affairs from the traditional media, also known as mainstream media. These are the print medium comprising newspapers and magazines, the broadcast medium of radio and TV, and then online medium through news portals and websites. I also belong to the generation who is trying very hard to understand and be comfortable with all the social media platforms that keep on increasing every year. I maintain only three: LinkedIn, Facebook and Instagram. I don’t even have a Twitter account being a PR Man.
I started my professional life as a journalist with the print medium, namely AsiaWeek (3 months), CongressWeek (5 months), and Peoples Journal (2 months). I freelanced for a year with Manila Standard and Philippines Free Press. In these two years I had covered Malacanang Palace, Senate, House of Representatives, NAIA, and incidents like the kidnapping by the NPAs of military and police personnel in Quezon province in 1988.
The role of mainstream media practitioners is to report what had happened. All news items present the 5Ws and 1H – who, what, where, when and why, plus the how. They also interview individuals from opposing sides of a sensitive issue. This is showing two sides of the same coin. It is therefore up to the readers, listeners and viewers to come up with their own impression and, sometimes, action if there is an ongoing issue to resolve. I remember in 1991 the proposed treaty to extend the lease of the US bases at Clark Air Base in Angeles City and Subic Naval Base in Olongapo City. There were so many pros and cons discussed in the media. In the end the Senate rejected the proposal by a vote of 12 members against it and 11 members for it.
There are practitioners, however, who are not always objective. These are the newspaper and magazine columnists or opinion writers and radio commentators. They pursue their own agenda and present only the merits of their cause.
Social media influencers are like opinion writers and radio commentators. They are free to present their own preference in their own platform, be it Facebook (FB), YouTube (YT), Instagram (IG), TikTok, and the list continues. But their freedom of expression has its own limitations especially if a person’s or an organization’s reputation is at stake. This is where traditional media libel and cyber-libel laws come in. Most of those who are charged with libel in the Philippines are columnists and radio commentators, prominent among them are the Tulfo brothers Ramon and Raffy. Libel cases, however, do not necessarily mean that the charged individual is guilty. Only the Supreme Court as the ultimate arbiter can say so.
As a PR consultant, I always recommend that a press release be issued first to the mainstream media if there is no formal launching of a product, service or even a campaign. This applies, too, for a grand opening of a facility or an outlet like a fine dining restaurant. Once the press release is posted online as most newspapers and magazines have digital versions, you may then share the link on your social media platforms and corporate website. By combining these tactics you will be able to reach the Baby Boomers, Generation X where I belong, the Millennials and Generation Z. Each generation has its own preferred platform. For me I still love to hold and read a newspaper and magazine.
Social media’s advantage is its Live Feed capability. An influencer’s followers get a chance to see an event as they happen, instantaneously, in the comfort of their homes, offices or just simply wherever they are. There is no limit, too, on the duration of the Live Feed or on the running time of the edited video materials. You get instant promotion from social media influencers regardless of your social, economic or professional status. This is very good for the ordinary and unknown individuals, organizations and enterprises.
It would be best to have formal and in-person launchings and openings so that both mainstream and social media can attend. You get the best of both worlds. Exposure in traditional media creates more credibility because newspapers and magazines do not always publish press releases, while radio and TV do not have plenty of airtime to accommodate requests for interview or coverage. Imagine how you would be perceived if Rachel Salinel of The Filipino Channel interviews you which will be aired on TV Patrol? Imagine the reputation you will be able to build from a TV coverage which can later be shared on social media for wider reach that will eventually go viral.
Back to the Louvre. The event conducted by the Philippine ambassador was a perfect get-together for both practitioners and influencers. Their objective was focused on highlighting the availability of two Philippine artifacts in the company of other civilizations in a world-renowned museum brand. Louvre Abu Dhabi is a new cultural beacon with the mission of ‘bringing different cultures together to shine fresh light on the shared stories of humanity’.
It was nice seeing you again Mariecar Jara-Puyod of The Gulf Today, Melanie Sanchez-Regalado of TFC News and Henri Abenis-Macahilo of NewLine Philippines, and social media personalities Chris Daymon (fashion influencer and writer on FB) and Mhar Beloved (Mad Creative World on YT). Nice meeting you Randy Valdez-Roldan aka Pepper Reu of Tag 91.1 FM, Ivan Cabatit (@itsivancabatit on IG), Franco John Apello (Franco Apelo Foto and Film on FB), and Charlene Bello (CMB Vibes on FB and YT). These were the individuals who rode the coaster at Ibn Battuta (see picture).
Other media practitioners and influencers who also attended and based in Abu Dhabi were Joel Lara and Veejay Urfano of The Global Filipino Magazine, Neil Bie of The Filipino Times, and Aldwin Cosuco of TFC News. UAE blogger Noora Waheed (@the.noora.gram on IG) was also present
Everybody happy.
Note: Art ‘Popoy’ Los Banos is veteran PR consultant with a combined 24-year PR experience in the Philippines and UAE. He is currently the Senior Manager for Corporate Communications of the Tristar Group and is the only Filipino in the senior management team of the Oil & Gas logistics company. He was the former 2008 Philippine Independence Day (PID) organizing committee chairman in Dubai and the Northern Emirates. In December 2019, Art ‘Popoy’ received the Philippine Pride Awards in Public Relations from the Philippine Business Council-Abu Dhabi chapter for his ‘exemplary leadership and tireless efforts to continuously support, boost and campaign for excellence to uplift the Filipino image.’ Recently, he was named as one of the Philippines’ Top 30 Leaders on LinkedIn.