BEING an author who has just had her first book published, I am so excited and grateful that my debut attempt has been rewarded: receiving a National Book Award from the Manila Critics Circle and the National Book Development Board whose members I hold in the highest esteem.
I hope that this award will serve to foster public awareness of public relations (PR) as a bona fide profession.
At no other time in our history is it so important to realize that the ethical use of PR tools like public information campaigns, community outreach projects and institutional ads can be potent to build a better world.
The most basic tenet of PR is now largely forgotten: the cornerstone of any PR program is the truth. All PR professionals should convey the truth and stand by it, no matter the cost.
When a company is found guilty of misconduct—for instance, not paying taxes or not adhering to the strictest quality-control standards—it should not resort to whitewash, cover-ups, news blackouts or downright lies that are now known as “spin,” the buzzword of the new millennium.
The basic PR principle of upholding the truth applies not only to companies but to individuals as well. This topic assumes crucial significance at this moment in our history when we are preparing to vote in the elections.
Political ads
Let us not allow ourselves to be caught up in the media hype that conceals the truth. Let us choose our country’s future leaders based on their strict adherence to the truth.
I will describe some political ads not on the basis of any personal biases, but simply as an objective and academic discussion.
The ads of a political candidate running for president try to enlist public sympathy by presenting an “underdog” stance. They highlight his impoverished childhood, the bashing he has received allegedly because of his dark complexion (“nognog”) and his height (“pandak”).
All these are juxtaposed with the candidate’s supposed achievements that are being eclipsed by what he claims are unproven charges of corruption. I think that these ads are an insult to our intelligence.
Contrived
A glaring example of the ridiculous use of PR image-building tools is that of former President Gloria Macapagal-Arroyo. During her campaign, her PR handlers went through a series of absurd and contrived image-building efforts.
When she ran for vice president, her posters showed her carrying a rose and capitalizing on her supposed resemblance to actress Nora Aunor, a factor that was designed to earn the votes of the masa.
To reiterate: It is of prime importance that all of us should strive to develop discernment and vigilance. We should be able to distinguish between mere spin—a euphemism for lies—and its manifestation known as “hype.”
Don’t believe everything you read on the Internet. New PR tools have emerged in cyberspace. Nowadays, there are such things as professional bloggers and bashers.
In the hands of competent professionals, the ethical use of public relations can be a potent tool for building a better world. Aside from a public information campaign that is founded on the core value of truthfulness, a relatively new development has emerged that underscores the value of good public relations.
Social conscience
This is the development of a social conscience among companies that has resulted in the institutionalization of community outreach programs now known in PR jargon as “corporate social responsibility.”
These PR programs have now made a big difference in Philippine society. They have provided education to deserving but underprivileged students, livelihood projects that have improved the quality of life in the remotest barrios, housing and community facilities that have given new lives and new hope to countless informal settlers, and economic and psychological assistance to abused women and children.
To the cynics who claim that these projects are not enough because our country is still mired in poverty, I would like to cite these memorable words of St. Mother Teresa: “I cannot change the world, but I can throw a pebble that will create a ripple.”
