13 PRSP members nominated for 2010-2011 board

The 2010-2011 Election Committee of the Public Relations Society of the Philippines (PRSP) announced the official list of qualified PRSP regular members who were duly nominated and who accepted to be voted upon for the Board of Directors for the year 2010-2011.

In a letter dated November 25, 2010-2011 Election Committee chairman Leonides C. Valencia, MBA, APR and members Melvyn S. Martin, APR and Jones T. Campos, APR listed the nominees as follows:
1. Anna Gizelle V. Camua
2. Rosanna Kristine C. Cruz, APR
3. Ma. Amylyn C. Sison-de Quiros, APR
4. Rita R. Festin, APR
5. Catherine S. Ileto
6. Chito S. Maniago
7. Jorge Miguel T. Marco
8. Ramon R. Osorio
9. Butch S. Raquel, APR
10. Ritzi Villarico Ronquillo, APR
11. John V. Rojo, APR
12. Felisa B. Rosales
13. Dante M. Velasco, APR

PRSP members will vote for the nine members of the 2010-2011 Board of Directors on January 8, 2010, Friday from 4:30 to 7:30 p.m. at the Bel-Air & North Forbes Rooms, InterContinental Manila, Makati City.

Members who cannot vote personally may fill out the pre-numbered proxy form sent by the Secretariat. Deadline for submission of proxy forms is on January 1, 2010 at 5:00 p.m. Proxy forms need not be notarized.

For queries, call the PRSP Secretariat at 638.0010 or telefax 638.0012.

PRSP Digital PR speakers elected as IMMAP board members

Congratulations are in order for our speakers at our "Digital PR" PRSP Professional Development Seminars 1 (September 25) and 2 (October 16) held at InterContinental Manila, who were elected as members of the 2010 board of directors of the IMMAP (Internet and Mobile Marketing Association of the Philippines).

Our speakers and now IMMAP Board Directors were: Hans Roxas Chua-Ateneo Java Wireless who spoke on mobile technologies in PD 2, Mike Palacios-Havoc Digital whose company also does our PRSP website and who spoke in PD 1, Janette Toral-Digital Filipino who spoke not only at our PD 1 session but also at an earlier general membership meeting (GMM), and Elaine Uy-Yehey.com who co-moderated both PD 1 and PD 2 workshop sessions with Donald Lim of Yehey.

We likewise extend our congratulations to Norman Agatep-Euro RSCG 4D Manila, son of PRSP past president Charlie Agatep, APR and to the other IMMAP board directors.

Of the 24 IMMAP member companies to form the MMA Philippines Local Council, BlueBlade Technologies, Nielsen, Wolfpac, Yahoo! Philippines and Yehey lent support to our Professional Development Seminars 1 and 2.

The full story from the online Adobo Magazine of which PRSP member Angel Guerrero is editor-in-chief, follows.

IMMAP elects 2010 Board of Directors, MMA partnership formed
From Adobo Magazine

At the recent General Meeting of the Internet and Mobile Marketing Association of the Philippines (IMMAP), the new members of 2010 Board of Directors were elected.

Among those elected are Norman Agatep-Euro RSCG 4D Manila, Cookie Bartolome-Carat Philippines, Hans Roxas Chua-Ateneo Java Wireless, Nix Nolledo-Xurpass, Mike Palacios-Havoc Digital, Roy Platon-MyAyala.com, Janette Toral-Digital Filipino and Elaine Uy-Yehey.com.

The new Board Members will join seven others who will remain to complete their tenure for another year, namely: Cris Concepcion-formerly of Yahoo! Philippines, Leah Besa-Jimenez-Proximity Philippines, Arlene Amarante-Yahoo! Philippines, Jojit Alcazar-Wolfpac Mobile, Albet Buddahim-Procter & Gamble, Bing Kimpo-Trackworks, and Angeli Lambsdorff-DentsuIndio.

Snapworx Digital’s Arthur Policarpio, current President, will serve as ex-officio for the incoming term.

During Policarpio’s term, the IMMAP signed a milestone partnership with the Mobile Marketing Association represented by Mike Wehrs, MMA president and CEO. The partnership launches the MMA Philippines Local Council whose objective is to foster the mobile advertising and marketing industry in the Philippines. The MMA Philippines Local Council initiates the adoption of global standards and guidelines, codes of conduct, as well as established industry metrics on mobile marketing channels for local use.

Twenty four (24) IMMAP members will form the MMA Philippines Local Council, among them: AdMob, Affle, BlueBlade Technologies, BuzzCity, DenstuIndio, Egg (Entertainment Gateway Group), Information Gateway, Mediacom, Microsoft, Mobile Arts, Nielsen, Ogilvy, Procter and Gamble, Proximity Phils., Pudding Media, Smart Communications, Snapworks, Tribal DDB, Unilever, Wolfpac, Xurpas, Yahoo! Philippines, Yehey, and Zed Worldwide.

The Philippine chapter is the second to be launched in the Asia Pacific region in the last four months, after India.

The Partnership was forged during the IMMAP’s 3rd Conference “Digital Delivers” last August.

PRSP Seminar on Digital PR, Day 2

The Public Relations Society of the Philippines (PRSP) successfully held Part Two of its Digital PR seminars at the InterContinental Manila on October 16, 2009.

Speakers and topics were: “Digital PR Techniques for Politics” with Paolo Pangan, Serve Digital;” Viral Marketing Techniques for Online WOM” with Donald Patrick Lim, Yehey! Corporation; “Using Google Search for Online PR” with Aileen Apolo, Google; “Using Online Communities for Digital PR” with Crisela Magpayo-Cervantes, Multiply & ABS-CBN Interactive; “Using Social Networks for PR with Carlo Ople, Friendster; “Using Mobile Marketing for Digital PR” with Hans Roxas-Chua, BlueBlade Technologies; and Donald Patrick Lim and Elaine Uy, Yehey! Corporation as “Viral Marketing” Workshop Facilitators.

The PD seminars are part of the learning series for Professional Development of the Public Relations Society of the Philippines. For more information on PRSP, call 638-0010/638-0012, email prsociety.prsp@yahoo.com or visit www.prsp.ph or blogspot http://prsociety-philippines.blogspot.com.

Photo shows participants with speakers Paolo Pangan, Donald Lim, Carlo Ople, Elaine Uy and; PRSP Vice President Ed Alcaraz, APR; Ritzi Ronquillo, APR, PRSP Director and Chair, Professional Development Committee; and Jojo Ajero, Session Chair of the first and second Professional Development Seminars, 2009 Learning Series.

45th Anvil Awards deadline extended to November 6

The Public Relations Society of the Philippines (PRSP) announced the extension of the deadline for the submission of entries to the 45th Anvil Awards from October 31 to November 6, 2009.

Anvil Awards Committee chair Eduardo S. Alcaraz, APR said PRSP acceded to numerous requests from companies who are joining in this year’s awards.

The Anvil has been equated with excellence in the local public relations (PR) practice as exemplary corporate PR programs and outstanding PR tools are recognized. PRSP has been giving such recognition for over four decades now.

Partnering with PRSP for the 45th Anvil Awards are: Adobo Magazine, BusinessMirror, BusinessWorld, Manila Bulletin, Philippine Daily Inquirer, and The Philippine Star.

Call the PRSP Secretariat at 638 0010 or 638 0012, email anvil@prsp.ph or prsociety.prsp@yahoo.com, or log on to www.prsp.ph for entry forms and other details about the Anvil Awards.

-end-

PRSP holds successful Digital PR seminar

The Public Relations Society of the Philippines (PRSP) successfully held part one of its Digital PR seminars at the InterContinental Manila on September 25, 2009.

Gurus in the field of Digital PR discussed and shared the various aspects of online reputation management, the online media and how these are important part of campaigns and strategy and help build brands and relationships with stakeholders. Topics and speakers were “The Philippine Digital Landscape: An Assessment” with Jay Bautista, Nielsen Media Research; “How to use Digital PR Tools Effectively” with Mike Palacios, Havoc Digital; “Effective Online PR with Bloggers” with Janette Toral, http://www.digitalfilipino/; “Digital PR the Yahoo Way” with Reggie Velasco, Yellow Brick Road (Yahoo) and workshop facilitators Donald Patrick Lim and Elaine Uy Yehey! Corporation.

Part two of the seminar will be on October 16 also at the InterContinental Manila, Makati City. Speakers and topics to be taken up are: “Digital PR Techniques for Politics” with Paulo Pangan, Serve Digital;” Viral Marketing Techniques for Online WOM” with Donald Patrick Lim and Elaine Uy, Yehey! Corporation; “Using Google Search for Online PR” with Aileen Apolo, Google; “Using Online Communities for Digital PR” with Crisela Magpayo-Cervantes, Multiply & ABS-CBN Interactive; “Using Social Networks for PR with Narciso Reyes, Friendster; “Using Mobile Marketing for Digital PR” with Hans Roxas-Chua, BlueBlade Technologies; and Donald Patrick Lim and Elaine Uy, Yehey! Corporation will facilitate the second workshop.

Registration fees: member –P3,000; non-member –P4,000; student –P2,000. For details, call 638-0010/ 638-0012 or email prsociety.prsp@yahoo.com or visit http://www.prsp.ph/ or blogspot http://prsociety-philippines.blogspot.com.

Photo shows Digital PR Day 1 participants with (seated from left) speakers Mike Palacios and Jay Bautista; former PRSP president Max Edralin, APR; workshop facilitator Elaine Uy; and speakers Janette Toral and Reggie Velasco. Also in photo are (standing beside Velasco) Ritzi Ronquillo, APR, PRSP director and chair, Professional Development Committee and (standing second from the rightmost) Jojo Ajero, session chair of the first and second Professional Development Seminars, 2009 Learning Series.

Deadline for Anvil entries on October 31

The 45th Anvil Awards is on, and the search for this year’s outstanding public relations programs and equally outstanding PR tools has begun.

In a letter to members, Public Relations Society of the Philippines president Butch Raquel, APR and 45th Anvil Awards Committee chairperson Eduardo S. Alcaraz, APR invited the submission of Anvil nominations in any of the following categories:

1. Public Relations Programs – on a sustained basis
a. Arts & Culture/Heritage/Tourism
b. Youth/Children's Welfare
c. Consumer Welfare/Gender Rights
d. Community Development (Urban/Rural)
e. Education
f. Entrepreneurship/Job Generation
g. Good Governance/Responsible Citizenship
h. Sports & Recreation
i. Sustainable Development/Science & Technology/Environment
j. Others

2. Specialized Public Relations Projects - one time basis
a. Corporate Identity Program
b. Crisis/Disaster & Risk Communications
c. Others

3. Public Relations Programs directed at Specific Stakeholder
a. Customers
b. Employees and/or their Families
c. Host Community/Indigenous People
d. Special Interest Groups

4. Public Relations Tools
a. Publications - hard copy/printed format
(1) Annual reports
(2) Internal publications – newsletters,
magazines, poster, etc.
(3) External publications – brochures,
calendars, flyers, etc.
(4) Special/One time publications –
coffeetable book, historical
publication, etc.
b. Multimedia - soft copy/paperless format
(1) Audio-visual presentations
(2) Electronic news/infomercials
(3) Documentaries
c. Social/New/Viral Media
(Networking Sites)
(1) Facebook
(2) Blogs
(3) Websites
(4) Others
d. Exhibitions
e. Special Events

Any public relations program or tool implemented from October 1, 2008 to October 31, 2009 is eligible for the Anvil Awards. Companies may nominate their outstanding programs or tools, or both. Nominations may be made by the project proponent or a third party beneficiary. Deadline for the submission of entries is on October 31, 2009.

Entries must be submitted to:
The Anvil Awards Committee
c/o The PRSP Secretariat
20-B San Mateo Street
Barrio Kapitolyo, Pasig City
Tel. No. +632 638 0010
Telefax +632 638 0012
Email prsociety@prsp.ph or
anvil.prsp@yahoo.com
Website http://www.prsp.ph/

Entry Fee is P6,000 per entry for PRSP members, P6,500 for government agencies, and P7,000 for others.

Please make checks payable to:
Public Relations Society of the Philippines

For entry forms or queries on the Anvil, please call the Secretariat care of Ruth at telephone numbers 638-0010 and 638-0012 or send your e-mail to publicrelations.prsp@yahoo.com or anvil.prsp@yahoo.com.

Day 2 of DIGITAL PR SEMINAR RESET TO OCT. 16

The Professional Development Seminar on "A Whole New World of Digital PR", initially scheduled by the Public Relations Society of the Philippines (PRSP) for this Friday, October 2, will be held instead on October 16, Friday at the same venue, Intercontinental Hotel, Makati City, 8 a.m. to 5 p.m.
This is in deference to the ongoing rescue and relief work in the aftermath of Typhoon Ondoy in which PRSP members and other PR practitioners are involved. For inquiries, please call telefax 6380012 or 638-0010. Or email publicrelations.prsp@yahoo.com.

A Whole New World of Digital PR

Your clients, customers and constituents are out there. Are you?
We’re talking digital PR. Search engines, social networks, online, mobile. What is digital PR?
How can it build your brand and relationships, engage customers and stakeholders and make your name and reputation positively top of mind? Should you use it in your next campaign? No matter what field you’re in, these LEARNINGS are a MUST KNOW! Sign up now !

A WHOLE NEW WORLD OF DIGITAL PR

Session 1 - Friday, September 25, 2009, 8 a.m. to 5 p.m., InterContinental Hotel Manila, Makati City
The Philippine Digital Landscape: An Assessment – JAY BAUTISTA, The Nielsen Company Philippines
How to use Digital PR Tools Effectively – MIKE PALACIOS, Havoc Digital
Effective Online PR with Bloggers – JANETTE TORAL, www.digitalfilipino.com
Using Mobile Marketing for Digital PR – JOJIT ALCAZAR, Wolfpac & Smart
Digital PR the Yahoo Way – REGGIE VELASCO, Yellow Brick Road Philippines (Yahoo)
Workshop - BIANCA GREY, Havoc Digital

Session 2 - Friday, October 2, 2009, 8 a.m. to 5 p.m., InterContinental Hotel Manila, Makati City
Digital PR Techniques for Politics - To be announced
Viral Marketing Techniques for Online WOM - ED MAPA, Media Contacts Digital
Using Google Search for Online PR - AILEEN APOLO, Google
Using Online Communities for Digital PR - CRISELDA MAGPAYO-CERVANTES, Multiply & ABS-CBN Interactive
Using Social Networks for PR - NARCISO REYES, Friendster
Workshop - To be announced

RESERVE YOUR SEATS AT:
PUBLIC RELATIONS SOCIETY OF THE PHILIPPINES
No.20-B San Mateo Street, Barrio Kapitolyo, Pasig City
Tel.No.: 638-0010 Telefax 638-0012
Email: prsociety04@yahoo.com or prsociety@prsp.ph
Ask for RUTH OR MAAN

RATES
DISCOUNTED RATE FOR 2 DAYS: PRSP Members - P6,000. Non-Members - P7,000
ONE DAY ONLY: PRSP Members - P3,000. Non-Members - P4,000
STUDENTS (with ID): P2,000 (per day)

Lopez Group execs are new APRs

The Public Relations Society of the Philippines, led by its president Butch S. Raquel, APR (left) recently conferred on (from left) Rosan Cruz, AVP, Group PR, Benpres Holdings Corporation; John Rojo, VP, corporate brand and communication, Bayan Telecommunications; and Carla Paras-Sison, senior manager, corporate communications, Benpres Holdings Corporation the status of accredited public relations (APR) professionals. After meticulous and discreet screening, the three Lopez Group executives passed the written and oral examinations given by the 2009 Accreditation Board chaired by Atty. Melvyn Martin, APR. PRSP’s accreditation program forms part of the Society’s efforts to raise the professional standards and impose ethical practice of PR locally.

PR can help change the Philippines

Ateneo de Manila University president Bienvenido F. Nebres, SJ, invited Public Relations professionals gathered for the 16th National PR Congress to work together to bring about change in the country.

In his keynote speech at the event organized by the Public Relations Society of the Philippines, Nebres told story after story of lessons learned in Ateneo's 150 years as a university advocating social reform and nation building.

He said the university has found that closing the poverty gap could be achieved if virtuous leaders are able to translate their vision of a better society into making key social institutions work the way they should to help the less privileged.

Nebres cited the example of San Isidro, Nueva Ecija mayor Sonia Lorenzo who was able to convert her town from a fourth class municipality (revenues of P2 million) to a second class municipality (revenues of P16 million) by strengthening public education and improving access to public health services.

As PR professionals, Nebres challenged his audience to be dreamweavers, to tell stories that will give hope and allow people to dream of a better situation for themselves.

A study of countries that came out of poverty in the last few decades found that leaders of these countries, when they were children, read many stories about courage, hard work, and overcoming adversity to achieve success.

"In the Philippines, much of success is still associated with swerte (luck). That is a popular belief, but luck is out of our control. Rather, let us follow the example of China where success is associated with hard work. Hard work is under our control, but society must be set up to reward hard work," Nebres said.

According to him, the elements for success are as follows: leadership where reforms brings concrete results;an engaged community or people; and transformation in the community or people.

And since all social change or transformation requires good and effective communication, PR professionals are key players.

"Leaders see their vision of the future, followers see what they are giving up. They must communicate to find common ground," he said.

"Change comes when institutions work to meet the basic needs of the people--institutions such as the school system, the health system, the job system. They work when they reward hard work instead of patronage. They work if they can show people that they can fulfill their dreams," Nebres added.

Knowing this, PR practitioners should start telling their stories and show leaders and followers how they can cooperate to achieve what needs to be done. -Carla Paras-Sison, APR

-end-

League of Cities in the Philippines signs up for PR Congress

The League of Cities in the Philippines (LCP) has agreed to lend its support to the Public Relations Society of the Philippines (PRSP) for the holding of the 16th National Public Relations Congress on September 10-11, 2009 at the Manila Hotel.

In photo are 16th National PR Congress chairman Barbie L. Atienza of Manila Bulletin (far left) and PRSP immediate past president and event adviser Jones T. Campos, APR, of Globe Telecom, Inc. (third from left) as they paid a courtesy call to LCP president and Mandaluyong City Mayor Benjamin C. Abalos, Jr. (second from left); and LCP executive director Hilda I. Corpuz.LCP will encourage communication professionals working for city governments to attend the PR Congress, which has the theme: “The Social Change Challenge: PR pursuing reforms.”

The annual event gathers PR professionals, experts and advocates from business and industry, government, non-profit organizations, service providers and the academe to explore innovative approaches in the practice of PR to make the profession more responsive and significant to developments happening in the business climate.

For more information, please call the PRSP Secretariat at 638-0012.

Six new members inducted at GMM 2

More and more PR practitioners are joining the ranks of the country’s foremost organization for PR professionals, the Public Relations Society of the Philippines.

In photo, from left: PRSP President BUTCH S. RAQUEL, APR, VP for Corporate Communications of GMA Network, Inc.; CHERYL ANN C. SERRANO, Corporate Communications manager of Sanofi-Aventis Philippines, Inc.; MA. CARMEN A. SARMIENTO, AVP/ executive director of Philippine Airlines Foundation; NOREEN GAY P. JOAQUIN, director for Marketing & PR of IN Thing Magazine; AURAMAR DE ONON CALBARIO, Corporate Communications manager of Philippine Deposit Insurance Corporation (PDIC); STELLA FORMOSO CAPINPUYAN, Relationship & Business Development director of Media Meter; BENIGNO C. VALLES, Corporate Communication manager of Tollways Management Corporation; and PRSP VP Internal EDUARDO S. ALCARAZ, APR, President of ESA Consultants.

RECESSION PROVOKES ADDED CLIENT INTEREST IN MEASUREMENT

Clients are increasingly turning to measurement and evaluation in search of better proof that their PR programmes are effective, according to an international study of the evaluation sector.
The International Business Monitor, carried out by AMEC, the fast-growing international Association for the Measurement and Evaluation of Communication, reports a large majority of clients demanding greater proof of programme effectiveness, with 77% of AMEC members identifying this trend. .
Other key results of the study are:
1) Increasing client interest in measuring social media reported by 92% of AMEC members
2) Clients becoming more price sensitive (92%);
3) 69% of members taking part in the study also report that procurement specialists are becoming more involved in the purchase of measurement and evaluation services.
The results were released on June 10 as AMEC in partnership with the Institute for Public Relations opened the three-day 1st European Summit on Measurement in Berlin with delegates attending from 29 countries.
Other study highlights are:
1) Client demand for measurement of online communications increased from 29% in 2008 to 41% in 2009.
2) Strong growth was also found in client demand for broadcast media evaluation (up from 3) 15% of assignments in 2008 to 25% in 2009).
4) 77% of clients commission single country programmes or projects.
AMEC members are cautious about industry conditions, however, because of the recession, with 54% believing the market will worsen in the next 12 months.
Barry Leggetter, Executive Director of AMEC, said: “It’s ironic but it has probably taken a recession to be the turning point for achieving a breakthrough in the recognition of the value that proper measurement can bring to a PR programme.”
Leggetter said the increasing interest in measurement underlined AMEC’s own growth - 36% in the past 12 months – especially with more and more traditional press cuttings area (PCA’s) becoming AMEC members as they provide analysis and consulting services.

NOTE: Contributed by PRSP member Hazel Loreto-M. of Mediabanc

AMEC is the International Association for Measurement and Evaluation of Communication, the global trade body and professional institute for agencies and practitioners who provide media evaluation and communication research.
AMEC currently has members in 22 countries worldwide including: Argentina, Australia, Belgium, Croatia, France, Germany, Hungary, Iceland, Ireland, Italy, Malaysia,, Philippines, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, The Netherlands, Turkey, United Arab Emirates, United Kingdom and USA. The MediaBanc Group is the first media intelligence outfit in SouthEast Asia to be affiliated with AMEC.
For further information contact:
Barry Leggetter
Executive Director, AMEC
Email: barryleggetter@amecorg.com
Tel: 44 1268 412414
www.amecorg.com

Shaun Mazlan
Sr. Operations Manager, MediaBanc Research
E-mail: shaun_mazlan@mediabanc.ws
Tel: 603 89459933

PRSP donates to ABS-CBN Foundation

The Public Relations Society of the Philippines (PRSP), through its Corporate Social Responsibility (CSR) Committee, recently announced its collaboration with strategic CSR programs and stakeholders. The initiatives include programs that will be focused on education and the environment as priority areas for the society.

For its first social responsibility initiative for the year, PRSP partners with ABS-CBN Foundation for its leadership in the campaign to save the environment. “We need to streamline into the consciousness of our key stakeholders that we advocate social responsibility,” said Cathy Salceda-Ileto, PRSP Board Director and Chairperson of PRSP’s CSR Committee. “Partnering with them is strategic and will help us communicate awareness in the communities where we operate,” adds Ileto.

The PRSP Board has approved the Committee’s recommendation to support ABS-CBN Foundation’s program to save the Pasig River. On May 20, the society’s commitment to the Foundation was formalized during a ceremonial turnover of donation from proceeds of the 15th National PR Congress held in September 2008.

In her message of thanks to the society, “We are counting on you as communicators to mainstream the consciousness that we need everyone to collaborate to save the environment,” Gina Lopez was quoted as saying.

During the ceremonies, the PRSP CSR Committee also made official the society’s commitment to generate revenue for the Save the Pasig Program from its key revenue-generating programs lined up for the year. “This is just the first of a series of contributions, we as a committee will earmark for Ilog Pasig,” said Juris Umali, Advisor to the Society’s CSR Committee.

“We admire the programs of ABS CBN Foundation and its advocacy to rehabilitate the Pasig River,” said Butch Raquel, PRSP President. The project will also be supported through revenues generated from the activities the society will be implementing throughout the year.

In photo, PRSP president Butch Raquel of GMA Network, Inc. turns over PRSP’s contribution to ABS-CBN Foundation’s managing director Gina Lopez. From left: Lou de Guzman of CF Philippines, CSR Committee member; Ed Alcaraz of ESA Consultants, PRSP Vice President-Internal; Cathy Ileto of Environments Global Foundation, CSR Committee Chair; Raquel, Lopez, Juris Umali-Soliman of FG Foundation, 15th National PR Congress Chairperson and 2008 PRSP Vice President-External; Chito Maniago of Pilipinas Shell Petroleum Corporation, PRSP Director and Students’ Congress Chair; and Joyce Alumno of HIM Communications, Inc., CSR Committee member.

In Memoriam: Amb. Oscar S. Villadolid, APR, 79

PRSP founding member and past president Amb.Oscar S. Villadolid, APR, passed away recently. He was 79.
“Like most of the outstanding practitioners of his time, he started from another discipline, making a smooth transition from being a newspaperman to public relations man, distinguishing the PR profession as an alternative profession. From editor to PR director and much later, to ambassador,” writes Past President Bert P. Pasquin, APR, in his introduction of Villadolid when the latter received the coveted PRSP Gawad Panday in 1999.
“His long list of achievements can be best highlighted by a few distinctions: editor of the Philippines Herald, one of the Ten Outstanding Young Men of the Philippines, PR Director of San Miguel Corporation, and Ambassador to the Vatican. Very few men are similarly blessed,” continues Pasquin.
“He was an accomplished journalist whose newspapering background provided the intense sparks for PR ideas and concepts. The successes of many PR programs undertaken by San Miguel Corporation were mainly due to the great extent to which he tapped the mass media. Remember Balikbanda? The program was not only hugely popular and well-appreciated, it also won a Grand Anvil,” Pasquin recalls.
“An excellent public relations man, his grasp of issues and mastery of communication were the best tools in ensuring the proper recognition of public relations as a management function,” Pasquin notes.
Past Presidents Pasquin and Max Edralin, APR, turned over to the Ambassador’s wife, Alice Colet Villadolid, likewise an accomplished editor, journalist and educator, a framed copy of the Gawad Panday introduction at a simple PRSP tribute on June 1, 2009 at the Christ the King Parish, Greenmeadows.
Also present to pay their respects at the tribute were: Board Directors Ed Timbungco, APR and Ritzi Villarico Ronquillo, APR who also rendered “Somewhere over the rainbow,” a song that whose lyrics were quoted in a book that Villadolid wrote; Chit Arce, APR; Past President Atty. Melvin Martin, Immediate Past Board Directors Usec. Juris Soliman and Lou de Guzman; and Sonia Tejada and Ruth Sarmiento of the PRSP Secretariat. Earlier in the evening, Immediate Past Board Director Rita Festin, APR, Past President Sonny Valencia, APR, and other members also paid their respects. - RVR

A LONG JOURNEY TO THE VATICAN
By Max Edralin Jr.

(Eulogy delivered at the Funeral Mass for Ambassador Oscar S. Villadolid at the Christ the King church at Green Meadows on June 2, 2009)

Let me first express my condolences to Alice and the children on the death of our beloved Oscar and then let me try to share with you what I know about his long journey in life before becoming our Ambassador to the Vatican. Oscar was a dear friend and colleague in journalism and public relations for probably the longest time. I feel like losing a brother by his departure.
I have known Oscar since 1953 shortly after he finished college at U.P. when he visited us at the Philippines Herald, one of the morning papers at the time, looking for a job. He apparently knew the people running the paper and so he had no difficulty getting in. We were very young. I was 22 and Oscar was slightly older. Almost immediately, the chief editor, a taskmaster we called "Judge" Gonzalez, told Oscar to report to me as my cub reporter. Let me dwell on this a little bit because Oscar refers to it in his book as the way he started his distinguished career in journalism.
Our assignment was to cover the department of labor. The public relations man there was Blas Ople, who as you know rose to become an important figure himself. Our routine was to visit Blas in the afternoon and occasionally talk to the Secretary of Labor to pick up some news, and then repair to a coffee shop to write the stories for the day. I would allow Oscar to write the stories and then edit them in his presence, explaining every correction that I had to make. The editor naturally was pleased with his stories. By his own account, again in his book, he compensated me by teaching me how to drive, because he had a jeep, and lending me the jeep during weekends for my dates. I loved that.
But Oscar was a quick learner. In just a few days, his copy no longer needed editing. One early evening when we were all pounding our typewriters a phone call came in the news desk about some soldier running amuck in Malacanang. Judge Gonzalez barked an order for Oscar to cover the story. Oscar looked at me and I gave him the thumbs up sign as he went on his way to Malacanang. Man, you are on your own! That was the end of his cub reporter days. He wrote such a damn good story -- and met the deadline to boot -- he instantly became a permanent reporter and was given the difficult police beat.
The student quickly overtook his mentor. Oscar soon became our star reporter moving from one important assignment to another, impressing the editors and earning the respect and admiration of the important people he rubbed elbows with. When he moved to the Bulletin from the Herald, he received the coveted Ten Outstanding Young Men or TOYM Award for Journalism, no doubt a recognition of his excellence in the craft, particularly his demonstrated skill in analyzing foreign affairs issues. I am sure this was an important qualification that led to his appointment years later as the Philippine Ambassador to the Holy See.
He returned to the Herald much later in 1971 to become the editor. But that’s going ahead of the story.
We crossed paths again when we left journalism and went into public relations in the 60’s. I joined him and the PR guru Joe Carpio in organizing the PR office of San Miguel Corporation, with me this time reporting now to my student, Oscar. We presided over the largest PR outfit in the country and soon were setting the standards for the practice of the profession. Oscar accomplished as much in public relations as he did in journalism, rising to the position of Senior Vice President in San Miguel and succeeding Mr. Carpio. Oscar's and Joe Carpio's legacy in my view was the establishment in 1971 of the Philippine Business for Social Progress, which institutionalized the use of corporate social responsibility as part of running a corporation. The details of his initiatives in public relations are in a book published in 2007 by our Philippine chapter of the International PR Association entitled, “How to Make It in PR: The Veterans Tell Their Stories".
We parted ways when I left San Miguel to join Citibank but we got together again in 1982 when he and I and two other PR veterans -- Virgilio Pantaleon of Caltex and Charlie Agatep of Mobil -- were engaged by Malacanang to join the last state visit of President Marcos to the United States. In 1999, the Public Relations Society of the Philippines saw it fit to give Oscar, Virgilio and myself the highest award, the Gawad Panday, to recognize our contributions in the growth and development of the PR profession. And then, gradually but perceptibly, the younger generation of practitioners began referring to us as their "elders" and the heir apparent to the PR pioneers like Joe Carpio who by then were all gone. The problem with that is our own generation is inexorably going also. Virgilio died last year. And now Oscar.
I didn't see much of Oscar since he returned from the Vatican because of his recurring ailments. But I did see him when he was at Makati Med last year. He was at ease and obviously feeling well and he allowed me to go into bits of nostalgia. Both septuagenarians now, we talked about the good old days, and actually bragged to the attending physicians about the great events that we covered, including the time I went to jail for press freedom in 1955 and Oscar was there to write about it. That visit to the hospital was providential because at the end of our conversation and I stood up to say good night, Oscar said to me with a firm handshake, "Goodbye my friend, I hope this is not the last time we see each other." Knowing Oscar's problems, I cried on the way out because I actually felt that that was going to be the last. And as it turned out, it was.
And so it is now my turn to say my last goodbye to you, Oscar my dear friend - on my behalf and on behalf of all your dear relatives and friends who are here this morning. I am sure God is going to be very pleased to see you up there because by the many good things you have done, our part of the world is a lot better than you found it.
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Save-the-environment activities on Independence Day weekend

The Public Relations Society of the Philippines (PRSP), through its social responsibility programs, reinforces its commitment to preserve the planet with a series of environment-focused activities for the year.

For 2009, the society is collaborating with strategic CSR programs and stakeholders with environment as a priority area.

CSR initiatives kicked off with the turnover of a donation to the ABS-CBN Foundation for Bantay Kalikasan. The donation will be used to fund the Save the Pasig Program of the Foundation.

In last year’s 15^th National PR Congress, PRSP members pledged to “Heal the Earth.” With the global problem of climate change escalating and adversely affecting the environment, the PRSP encourages its members to become more conscientious PR practitioners by advocating all forms of energy conservation and environment protection at home and at their workplaces.

The PRSP’s CSR Committee spearheads earth-friendly initiatives to help preserve remaining natural resources of the earth and protecting the environment.

“As communications professionals, we are excellent advocates of environment preservation and protection awareness not just within the society but also among our family and friends, workplace peers, suppliers and industrial partners,” Cathy Ileto, CSR Committee Chair said. “We all must learn to do our share, no matter how small, in influencing others to use resources efficiently.”

As a continuing commitment of the PR society to the care of environment, the committee invites PRSP members to to join activities this June.

For the third consecutive year, the Philippine Department of Tourism will host the “Celebrate the Sea Festival” in Manila Ocean Park on June 12 to 14, 2009. PRSP’s CSR Committee partnered with Ocean Geographic Society in support of Proclamation No. 1512 made by the Philippine President Gloria Macapagal-Arroyo who declared in 2008 the month of June as “Celebrate the Sea Month” and every second Saturday of June as “Celebrate the Sea Day”. Celebrate the Sea festival promotes conservation and marine tourism, providing education and entertainment for greater awareness of our ocean environment.

In this year’s celebration, some of the world’s most renowned ocean luminaries, underwater image makers and ocean lovers will meet in Manila Ocean Park on June 11 for the final judging of an international underwater imagery and competition that has received over 5,000 entries from over 39 countries.

National Geographic’s David Doubilet and Jennifer Hayes, and BBC’s Blue Planet cinematographer Peter Scoones will lead the official opening of Celebrate the Sea on June 12 highlighted by a Diver’s Party in the evening.

On June 13, the first Underwater Mardi Gras of the ocean’s flora and fauna with participants from the provinces of the Philippines will parade from Roxas Boulevard to Manila Ocean Park at 4 p.m.. “This is the first ever mardi gras-like event of the sea that will be filled with music and dancing on the streets of Roxas Boulevard, to the soul and rhythmic beat of the unique spirit of the Filipino people, that will certainly leave a fun-filled and lasting memory,” assured DOT Undersecretary Cynthia Carrion.

Filipinos will also be given the privilege to watch the special premiere of National Geographic’s “Into the Abyss” which will reveal for the first time deep-sea animals from the Celebes Sea and the book launching of “Philippines–Heart of the Ocean” authored by award-winning photographer Michael Aw.

The main venue for the festival is again, the Manila Ocean Park – the first state-of-the-art Oceanarium with an open water marine habitat, boutiqe mall and restaurants at the Manila Bay. Master pass packages are now available for international visitors and local residents at P1,300 while Day Pass is P650. For more information, please visit www.celebratethesea.com or email cts@oneocean.com.

The Celebrate the Sea Festival is a non-profit event produced by OceanNEnvironment Australia. The co-partners and principal sponsors for 2009 are the Department of Tourism, Philippines and PCSSD with Rolex continuing its unstinting support as a major sponsor since inception hosting of Rolex’s ambassador. Manila Ocean Park is a principal venue sponsor. The Public Relations Society of the Philippines’ CSR Committee and HIM Communications serve as this year’s PR partners.

For media inquiries, please email info@himcommunications.com or call +632.9108030 or +63.917.8918998.

16th National PR Congress tackles social change

The Public Relations Society of the Philippines (PRSP) launches today the 16^th National Public Relations Congress with the theme, “Public Relations : Pursuing Reforms, The Social Change Challenge” in simple ceremonies held during the Society’s General Membership Meeting at The Ascott, Makati.

            The 16^th National PR Congress is slated on September 10 and 11 at the Manila Hotel.

            “We’re taking on another serious topic, such as influencing social change, to show that public relations as a communication discipline can also be used to effect meaningful changes in the society. In 2008, the PR Congress tackled the need to protect the environment. This year, we turn inward and assess the kind of changes we need to make as individuals, teams, and organizations,” said PRSP president Butch Raquel.

            “The topic is also very timely, given that we are on the eve of the national elections where we expect to see personalities mobilizing their respective PR machineries to make a mark on the public’s consciousness and, ultimately influence the voting public in their favor,” added Barbie Atienza, the 16^th National PR Congress chairman.

            The logo unveiling marked the Congress’ simple launch.  Atienza, explained, “The 16^th National PR Congress logo, reminiscent of Da Vinci’s The Vitruvian Man, implies that change has to come first from the individual. “As he extends his areas of concern to the outside world, he is called upon to make a positive impact so that as he grows, his environment develops along with him, and vice-versa. The colorful rays that envelop the man represent the affirmative influence that can be attained through the strategic, creative and skillful use of public relations.”

            The Congress is open to all professionals working in the communication field. Members of the academe, as well as students taking up communication courses, can also attend. Regular congress fee is P8,000, with early bird discounts for those who will register on or before July 31. For more details, call the PRSP Secretariat at 638-0010. 

PRSP Committee Heads 2009-2010

The Public Relations Society of the Philippines firmly subscribes to the tenet that professional integrity is based on sound and ethical practice. Upon joining the Society, members agree to adhere to the PRSP Code of Ethical Standards in the Practice of Public  Relations.  

PRSP’s nine-member Board of Directors sets the strategic direction and policy of the Society. The Board elects among themselves the officers and directors-at-large; appoint members to the different committees; and amends by-laws. Members can choose membership in one or more of the Society’s committees such as the Awards (Anvil), PR Congress, Professional Development, Membership, Finance (Ways and Means), PR Education and Student Affairs, Ethics & Accreditation, External Relations (Publicity), Publication and Social Outreach Services.

For 2009-2010, the Board appointed the following directors as committee heads:

1.  Accreditation & Ethics-Edgar U. Timbungco, APR

2.  Anvil Awards-Eduardo S. Alcaraz, APR                     

3.  Membership-John V. Rojo

4.  Finance (Ways & Means) and Social Outreach Services-Catherine S. Ileto

5.  Professional Development  and Publication-Ritzi Villarico Ronquillo, APR

6.  Public Relations Congress and Publicity-Barbie L. Atienza 

7.  PR Education & Student Affairs-Chito S. Maniago            

8.  Programs-Anna Gizelle V. Camua