Two Books on Philippine Radio

I have just bought two highly welcome books, both on the history of Philippine radio. One is "Appropriation of Colonial Broadcasting", A History of Early Radio in the Philippines, 1922-1946, (2008), by Elizabeth L. Enriquez, and the other is Stay Tuned, The Golden Years of Philippine Radio, by Ben Aniceto and Friends (2007).

Dr. Betsy Enriquez was a radio and TV broadcaster and a professor of broadcasting and media studies at U.P. for many years. Mr. Aniceto was a broadcast stalwart who ran AB S-CBN's Channel 2 until the declaration of martial law in 1972.

These two books should gladden not only students of broadcast media but also those who have been entertained and instructed by radio all these years. Dr. Betsy gives radio's development in the country a historical perspective. Commercial radio started and flourished here during the American regime and can, therefore, be viewed as an instrument of American colonial policy.

Mr. Aniceto discusses landmark developments as well, and provides personality profiles of the scores of managers, announcers and entertainment personalities who have figured in the history of Philippine radio.

Radio has been a dominant provider of news, opinion, entertainment and mass information in the country for almost 80 years. Before the advent of TV in the 1950s radio was the most far-reaching and maybe most influential medium of information and opinion hereabouts.

Dr. Enriquez asks a couple of intriguing questions in her book. "Does our more recent colonial past adequately and simply explain why Philippine broadcasting sounds and looks like American broadcasting? What may be the impact of this situation on the consciousness and sense of identity of Filipinos?

Mr. Aniceto puts together here articles by other broadcasters and features and vignettes on the numerous personalities and programs that dot the history of radio in the Philippines. Everybody seems to be here. Whether or not that makes for an exciting coherent history, or story, is another question.

But blessed is Ben for having told in his own, active- participant's, way his take on the story of this vital thing called Philippine radio.

Why PR Is Upbeat

Public Relations people are basically optimistic, gifted with a positive outlook. When I ask my fellows about their prospects in our PR business, hardly any one says things are down, or will be worse.

In fact, in spite of numerous challenges in our business, they are hopeful. We are never deterred, let alone feel vanquished. If there is one thing that I have learned in this business, it is that the opportunities for doing better often outweigh the problems.

One explanation may be that PR, precisely is largely designed for creating new and better opportunities for business, helping solve and create strategies for growth, through building and enhancing positive relation ships with customers and other sectors. Even when sales are down, business will have need for creative strategies, which are increasingly the province of PR.

Instead of being downcast PR practitioners these days are hopeful, because they are busy. New fields are developing that offer fresh opportunities, including, for instance, medical tourism, and the heightened demand for PR in the use of digital media.

IT and health care PR, higher demand for which we predicted more than 10 years ago, continue to be top-level services. PR, more than ever, is used in helping sustain and enhance brands, in restore trust in business and political and institutions and strengthen CSR as strategy and commitment. And, of course, marketing communications and issues and crisis management continue to be availed and grow in sophistication and influence.

I am speaking here of PR in Philippines. Though PR practitioners generally work in the background, I know that they do significant, though often unheralded work. Sir Martin Sorrell, WPP Group CEO, spoke late last year (Institute of Public Relations) of the "remarkable renaissance " of PR. PR companies have had much to do with this.

Sir Martin said, "PR companies have learned their lessons. They are more professionally managed and spend more time on staff retention and incentivisation. Clients' satisfaction is valued. Quality and financial controls are firmly in place."

I am proud of working in a PR agency.

CSR in PR

Corporate Social Responsibility (CSR) is a natural in the Philippine setting. Helping out inheres in the Filipino character. Every one looks out not only for himself and his family, but for his community as well.

This defining feature of the Filipino psyche and of community life is expressed in the spirit of the bayanihan, depicted in a painting, or photo, of a group of men carrying on their very shoulders a whole house, maybe not more than a bahay-kubo, as it is moved from one location to another.

The Filipino spirit says-- when the community needs my help, I will be there, even if all I can give is part of the weight of your house on my bare shoulders.

Not that the Filipino has had to need much calling.

As life is poor, there is always need to pitch in . Natural calamities, poverty, the challenges to a society trying to transition to higher levels of growth, the diaspora of breadwinners, problems of peace and security, and the inability of government and society to answer to urgent needs of an expanding population, have increased the demand on all sectors--including business--to help society.

At first, business in the Philippines decided that CSR was something it had to get into, because corporations existed not only to make profits. Which was, and still is, correct. But in the first stages of CSR in the Philippines, in the 1960s and early 1970s, the need was not as pressing and all-encompassing as it is now.

Now business has to accelerate and expand its involvement, make it more real, more relevant and appreciable. This means it has had to devote more knowhow, or science, if you will, aside from genuine compassion, to make CSR more truly meaningful in the country.

CSR organizations and NGOs are called on to be more focused, and accountable.

Fortunately, Public Relations has been part of the development of CSR in the Philippines. The late PR practitioners Jose Carpio and Oscar S. Villadolid, both of San Miguel Corporation, played key roles in the organization (1970) and promotion of the vision and work of the Philippine Business for Social Progress.

Hardly any serious PR program is approved without a CSR component. In many cases, entire PR programs are CSR programs. What used to be called do-gooding is still that, except that now ever bigger resources, more energy and organizational knowhow and stronger focus on service delivery are expended and applied in CSR work by more individuals and organizations annually.

Public Relations practitioners, not only of big and established corporations, but even of small ones, are committed to CSR as a corporate way of life. They regard CSR not only as something that they must do, but that they hugely enjoy doing. It is after all, part of their make-up as individuals, as people of business and as citizens.

(N.B. Painting above is by Jun Virtusio).

Dear Oscar

Another pillar of Philippine PR has passed away. Oscar S. Villadolid (seated, left, in photo) died last week at the age of 79. His friends knew that for Oscar, who had been ailing, it was just a matter of time.

 His friends and admirers in PR, journalism, and public  service mourn his passing. For Oscar was a gentleman, a  journalist, a writer, and PR practitioner of far- reaching accomplishments. Oscar was a prime mover in Philippine PR's pioneering role in the promotion of corporate social responsibility.

Oscar was the only one among  PR practitioners in the country who got as far as serving as Ambassador, to the Holy See at that. He was also among the earliest TOYM (Ten Outstanding Young Men) awardees (for Journalism, 1963). 

He reached a career pinnacle in Philippine PR practice, Senior Vice President of PR, of San Miguel Corporation, which he served  for many years. He was President of the Public Relations Society of the Philippines  (PRSP) and gave it flair and distinction.  He was a successful man of  abiding humility and complete lack of airs. He was always willing to help.

I liked Oscar  as a writer, and thoroughly enjoyed reading his book on World War II, about how he and his family survived it. As a columnist, he was tops as a commentator on foreign affairs.

Oscar's beautiful summa cum laude wife, Alice, and their family, are now bereaved of the love and care of this kind compassionate man.  As we, his colleagues in PR, also are.  We looked up to him, and learned from him that a PR person can rise so high and  accomplish big things but stay true and humble, faithful to his role as a family man and a leader in his chosen profession.