Through "Wen Manong'" his friends will be paying him a simple no-frills tribute, with some singing, and inevitably a lot of ribbing.
Before he got lured (by better pay) to PR, Manong had been a journalist, a pretty good one. On 7th December, 1955, he was sent to jail, with four other newsmen, for having refused to reveal to the Court of First Instance in Pasay their source for a story on a cause celebre of the day.
As a PR man, Manong Max has been around for the better part of 50 years. He served at San Miguel, rose to become VP and Public Affairs Director of Citibank, and on his retirement counseled other banks.
Since 2000 he has been PR consultant at the Bangko Sentral.
A zestful unselfish man, Max was President of the Boy Scouts, Operation Smile, and the Makati Chamber of Commerce and Industry. In his book, we must place the leadership skills and the depth of experience that we acquire in PR in the service of society.
He has fought for adherence to professional ethics, the expansion of PR into corporate social responsibility, improvement of the teaching of PR courses in colleges and universities, stronger cohesion among PR organizations, and for wider recognition of PR as a profession.
"We will win our own sterling place only through quality service and consistent professionalism," Max keeps on saying.
Max is one of those who have not met a microphone they didn't like. Just as well, because he has been preaching PR much of his life: in small schools and graduate schools, before teachers and soldiers, in grand halls here and abroad.
Last month, Manong Max saw his wife, Fe, and granddaughter, Alexis pass away within days of each other and buried on the same day.
Come and say hello to Max Edralin.
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