Trust--Better Than Money in the Bank, But When You Lose It....

Trust--pagtitiwala-- is better than money in the bank. You can re-earn money, when you have what  it takes, foremost of which is trust. But one of the most difficult things to retrieve in life is trust.

I have been thinking  lately of the likes of Mr. B. Ramalinga Raju, founder of Satyam Computer Services of Hyderabad. He is under detention and undergoing investigation for many counts of fraud, including creating fictitious bank balances to make it appear that the company was doing well, and siphoning off corporate funds to companies owned by his family. We are not saying he is guilty. Mr. Raju's case is now known worldwide. In business, which is a complex of human relationships,   trust is the first casualty of being so publicly charged.

Will Satyam, or any other organization similarly situated,  survive this erosion  of public trust in its top leader? Is Mr. Raju to be held solely accountable for his supposed misdeeds? What about his board of directors?

In a great many of the most celebrated corporate scandals of recent years, trust was betrayed by those at the very top, who were supposed to safeguard it in the first place. Trust was betrayed as well by systems that were weak and porous. CEOs were put up on pedestals, adored by investors and managements who allowed them incredibly huge salaries, fees and stock options. Normal constraints of accountability and openness did not fetter CEOs who delivered sterling financial results and public adulation.

It is high time that business protected itself from leaders, and boards of directors, who would trifle with the trust of its stake holders. Media have been faithfully recording the sins of corporate leaders, but this has not seemed strong enough to deter betrayal.

In the Philippines, the Institute of Corporate Leaders (ICD) has been promoting transparency, responsibility and accountability among corporations, with particular emphasis on preventing corruption.

Public Relations can help by strengthening the concept and practice of corporate governance. Relatively few CEOs in the Philippine business have been found with their hand in the till. This is good. But let us not wait for the time when betrayal of trust will be commonplace. Trust is what honors business, and holds it together.

Three More Who Have Gone On

Three PR practitioners I knew have just gone on-- Jose "Joe" Orosa, Enrique  "Iking"  Santos and Benedicto "Ben" Figueroa.  

Strictly speaking, Joe was not a PR person: PR was not his business, but he was what a PR person ought to be, bright, rigorous, honest, upright,  and committed to others. He died a few days  ago. He owned and ran a big carpet manufacturing company, and later a rattan furniture business. He was a Client of mine, who became  a friend. Joe was quite simply one of the finest human beings I have ever met. He was utterly devoted to his children. When he spoke it was all to be sure you and your family were okay, and when you spoke, it was as if your words were going to be some of the most important he would ever hear.  He and his beautiful  first wife,  Ciel, would invite us to their lovely home. Rich people, the good ones, work ever so hard, and radiate inner beauty with their simple ways. 

I wrote about Mang Iking a few months ago. My estimation of him never wavered: he was a PR person whose contributions to PR practice, particularly in  airline PR and crisis management, still have to be examined by scholars. As a journalist, he was hailed as a craftsman and as a mentor.

I met Ben Figueroa in the early 60s, when we were starting out at Ace-Compton  (Advertising). He was very bright, often discussing existentialism with Triccie Cepeda. Years later we found ourselves at JWT, and counterparts on the Pepsi Cola account, he in advertising and I in PR. Ben was the brainy type;  you would think he was bland, but he  was really a gentle nice person. He headed Lexington International Public Relations,  Inc. years after I left it. A few years ago, he migrated to the U.S., and died  earlier this month in New York.

I remember  these three kind men with esteem and affection.

Betting on the Philippines

As the year begins, there is one thing I would like to say: I will   bet once again on my country, the Philippines. We have been through all manner of crises before, and we  have always pulled through. True, this current global economic crisis indicates that it may be more overwhelming and far- ranging that any we have had before and that our economy still has inherent frailties. In spite of these, I would rather  keep faith in my country, than unearth reasons why it will not survive this crisis.

PR, which is my trade, is a business that, while it sticks to fact and reality, thrives on hope. We are trained to provide solutions to problems and chart long-term programs designed to putting clients on a strong footing. Our chief instrument as professional consultants is command of facts and creativity in creating programs that build consensus and understanding, as well as promote free enterprise and economic production. 

The Philippines has  a number of things going for itself. Its manpower, including those working overseas, is strong and on the overall suitable to the needs of employers in  the domestic and foreign market. Domestic peace and security has been relatively stable for a while, and this will provide the impetus for domestic tourism, for instance.  Foreign reserves are healthy. There is a quite strong will to entrepreneurship and innovative production. Our policy makers and leaders are  focused  on pushing on with accelerating productive enterprise, reviving exports, promoting our service industries and enhancing national competitiveness. Our people, for their part, it seems, would rather stick to their work and help keep the economy going.

In PR, we keep receiving from overseas indications of interest in the Philippine market. Foreign companies do still want to promote products and services in the country. 

Have we got problems? We have them, aplenty. Fears engendered by corruption, for one. Cost of business perceived to be intolerably high,  because of corruption. Layoffs that have begun in the OCW sector. Anxieties over investments crawling to a stop, as a direct result of the global crisis. 

I still bet on my country, because it makes sense to do so. The Philippines is a  going concern, and opportunities abound in it. 

IPRA Philippines To Attend Beijing PR Congress

Six members of the Philippine Chapter of  the International Public Relations Association (IPRA) will attend the PR World Congress in Beijing, Nov. 13-15. 

Delegation head is Joy  L.  Buensalido, chairperson and World Council member. Joy is president and ceo of  Buensalido & Associates.  

Other members of the group  are Max Edralin, consultant, Bangko Sentral ng Pilipinas; Rene Nieva, chairman, Perceptions, Inc.;  Millie F. Dizon, vice president, SM, Inc.; Edd C. Fuentes, president, Fuentes Publicity Network, Inc. and Romeo P. Virtusio.  There are eight other members of Philippine group, PR practitioners who are not IPRA members and other professionals. They are Geny Nieva,  Dr. Adrian Buensalido, Architect Jason Beunsalido, Monique Buensalido,  Veronique   Boncan, Lulu M. Virtusio, Victor Arel M. Virtusio, and Ma. Desssa Joyce M. Virtusio. 

Beijing-Just A Week Away!

Robert W. Grupp, IPRA President, 2008

Excitement is building up among members of the International Public Relations Association (IPRA) who are attending the PR  World Congress that is going on in Beijing Nov. 13-15. Hopes are high, what with a full promising agenda and a top-calibre line-up of speakers, including icon Harold  Burson, threshing out varied topics, and a whole schedule of panel discussions. 

IPRA President Robert W."Bob" Grupp has been so kind as to update us on the program, and his expectations of, the Beijing Congress. I am honored to quote his note, and thank him for it:

"My expectations for the IPRA 2008 Public Relations World Congress are very high. We have more than 400 delegates from at least 30 countries who are registered to attend. This is a very good turnout, considering the very difficult global economy. I believe the strong attendance illustrates the dedication by these delegates to learn from one another and share best practices from all regions of the world.

Among the highlights we will experience together next week:

A speech by PR pioneer Harold Burson at the opening gala dinner on Thursday night, Nov. 13. Harold is 87 and as sharp as ever! He was the first multinational PR agency to launch business in China. That was in 1985 when B-M partnered with Xinhua news service.

That same evening I am honored to present the 2008 IPRA President's Award to John D. Graham, chairman of Fleishman-Hillard International Communications. John is a long-time IPRA member and has grown his form from a small regional agency in St. Louis in the USA, to a global firm with 80 office around the world.
Each delegate will receive a copy of the newest IPRA Gold Paper: "Public Relations and Collaboration -- "The Role of Public Relations and Communications Supporting Collaboration in a Complex, Converging World." The paper is available in English and Chinese via www.ipra.org. It's a good read; I recommend it.
Chinese Foreign Minister Yang, a proponent of business diplomacy, is scheduled to open the World Congress. (Our co-host, CIPRA, is hoping a vice premier of China also may attend. This would be tremendous recognition for IPRA and our cause.)

The program is strong and relevant. We have 8 Chairmen or CEOs from the world's largest multinational PR and communications agencies attending.
I believe the legacy of this World Congress will be better understanding of our various cultures, especially China. Understanding the success of this great market as well as the internal challenges is fundamental to understanding China. I expect to leave this professional dialogue with a great deal more understanding and sensitivity to how China sees world issues today and consequently, how public relations is best practiced there.

I also hope that this World Congress will encourage all of us to practice business diplomacy as it is defined in the new IPRA Gold Paper. That means we should have the courage to talk with one another, even those with whom we disagree, not necessarily as a sign of approval, but as a way of understanding and shaping opinions, environments, and ultimately, the resulting behaviors. That is what is meant by ‘collaborative diplomacy.’

While we explore these topics and ideas, we must not lose sight of the challenges brought about by the current global economic crisis. More than ever, we in public relations need to measure and report return on investment in public relations for client organizations.

Finally, I expect to have fun together in Beijing! Where else can we meet friends in public relations from all the continents?

I wish the Philippine delegates safe travel and a good conference."

See you in Beijing!

Best Regards,
Bob

Robert W. Grupp
IPRA President

Happy fruitful presiding, Bob!

The China International Public Relations Association (CIPRA) is leaving no stone unturned to make the PR Congress a scintillating success.

Remembering

It is All Soul's Day, or almost, and I remember colleagues in PR practice who have been gone all these many years.

One was Emcy Corteza-Tinsay, who was a lawyer first, but took up PR as her life's work. She owned and managed a PR firm, Business Relations International. Elegant and charming, she had numerous contacts in government and business, and counseled firms in the sugar, embroidery and apparel and other industries. Emcy was the first lady president of the Public Relations Society of the Philippines (1973-1974) and was its guiding hand until she died. She also served as corporate secretary of Philippine Advertising Counselors.

Shortly after we started our own PR agency in 1989, when we scarcely had any Clients, Emcy called me and said, "O, you help me. We are organizing the Air Safety Foundation and my friend, (Capt.) Bobby Lim, would like to use some PR. Come..." And we did, and had a good rewarding time with that, and other projects with Emcy. One thing this lady pointed out to me was, be proud of your corporate identity. "Put in your logo anywhere you decently can. That represents you and what you stand for."

Tony Vasquez was a whiz kid in PR. He worked at Citibank and other financial institutions before he put up his own PR agency, The Word, in the 1980s. He was very active in initiating moves to improve bank marketing and communications as a professional discipline. Tony knew so many things, corporate and marketing and events, and philosophy. His mind was so active that when you talked to him, you had to be all ears, because he would go from communications audit--which I had not heard of-- to media relations and what the other guys in PR were up to. But he was generous, with advice and good word for others. I offered to publish any book on Philippine PR that he might care to write-- he had been in PR work since 1962--, but he never got around to it. Tony died in the U.S. maybe 10 years ago.

I also remember Leon "Lenny" Hontiveros, chairman of JWT Group in the Philippines and my boss at Lexington (PR). A gentleman of the old school, Lenny spoke softly and with great authority. He had run his own advertising agency that had serviced Pepsi for many years when JWT invited him in the late 1960s. He was a kind man, and had one of the sharpest minds I had seen in his business. When he trusted his people, he left them virtually alone. After Client meetings, he would treat me to his favorite, noodles, wherever we were, Makati or Quezon City.

Another Tony was de Joya, the Tony de Joya. An original, sui generis. Like Lenny, Tony made his mark in advertising (Lenny and Tony worked together early in their careers, in an ad agency), but fancied himself a PR person as well. Many of AMA's (the agency he founded and owned) campaigns for Nestle were PR-orientated, as well as its work for JETRO (Japanese External Trade Organization). Tony always had the big picture in mind, what a campaign or project can do for Client, and also for the country. Nobody talked like Tony--he was precise, forceful, charming and rather hard to stop. In PR, Tony was one of those who organized the Asean Confederation of PR organizations. The likes of Tony de Joya do not occur frequently.

Still another Tony, Tony Mercado, who was my friend. These three Tonys were all Ateneans, and it showed in the way they wrote and spoke, with care and gentleness, and vigor. Tony Mercado was chairman of Basic Advertising, one of the most successful agencies here in the 1980s and 1990s. Tony Mercado kept on saying, Yes my work is advertising and marketing, but my heart is PR. He had his pulse on campaigns whose impact would be last long , and benefit not a market alone, but the larger society. Like the CMMA and the revival of Radio Veritas, and his agency's Values campaigns for DBP, PLDT and Pop Cola. Tony worked for the Church as well and created programs that would ensure that his people in the agency were always to be on the top of their game.

Elsewhere I have written of Jose Carpio, Pete Teodoro and RR de la Cruz. I was fortunate to have known them, these three, and the five I have just briefly recalled here. They all did landmark work in PR. I think they were all friends or at least knew each other.

How did it look like, the first time they met (in heaven, come on!, in heaven). What did they discuss? And who presided at their meeting? I have, as a matter of fact, an idea.

Mang Iking

I am referring to Mr. Enrique B. Santos,  whom I, and other PR practitioners of my age, would   respectfully call Mang Iking. He is 80 years-old now, and  has been ailing for sometime. Mang Iking  was tops as a PR practitioner when he was active in the 1970s and 1980s. He was vice president for public relations of the Philippine Airlines for many years. Among his chores was conducting briefings for the media when some PAL aircraft was involved in  an accident. Owing to his experience in the airline industry, Mang Iking wrote no less than three books, between 1969 to 1981,  on the history and development of commercial aviation and the airline industry in the Philippines.

Mang Iking, who wore a crewcut,  was an affable man,  given to sharing wisdom with younger colleagues. O, this is the way it is, he would say, in his low authoritative voice. 

In 1972, his friend Manny D. Benipayo of MDB Publishing, published his book, PR: Living on Bull's-Eye" probably  the first PR book published in the country. The book is out of print now. 

In it, Mang Iking says: "Few managements realize that it is always what it does, never what it says about itself, that gives a corporation a good reputation."  

And also: "PR is not a loom on which cloth can be woven out of thin air. It is not a magic wand by which to coax public approbation out of a hat. It can work only with what is factual." 

Mang Iking had been a newsman before he turned to PR. He was  desk editor in the Manila Chronicle, where he worked twice, the first time in the 50s, and then briefly in the early 70s, after he left PAL.  In the Chronicle he  was recognized as  chief language and style technician, and the "drillmaster who taught several batches of young reporters how to write good copy." (Raul Rodrigo, The Power and the Glory, The Story of the Manila Chronicle, 1945-1998).

"He was an awfully hard worker, spent all his time at work, especially when he was a journalist,'' Marina,  his wife of 58 years, says. "Though he was a taskmaster, his reporters liked him, for he was always fair."  Mang Iking and Aling Marina are alone now, for all their surviving children are in the U.S. 

Mang Iking was like R.R. de la Cruz, Pete Teodoro and Joe Carpio.  All  older than we,  they generously and unhesitatingly shared what they knew of PR, which was a lot,  with us.