Commit, connect, communicate

“Public Relations” (PR) or the art of mutually linking or reciprocally associating with the entire body of people in a nation or community is now becoming a common and lucrative practice. But PR here does not refer to that kind where the images of clients are projected exactly the opposite of who or what they really are; or where activities are stage-managed purely for photo-ops purposes producing exaggerated pictures or scenes that make Hollywood movies look so pale in comparison. Neither does it refer “Praise Releases”, or the humorously twisted “RP” that stands for the money shelled to have “good PR” with government officials of the Republic of the Philippines (RP); or to the PR that enables unqualified candidates win elections.

PR here refers to its pristine form of creating a favorable but authentic public image without any masks. Undoubtedly this kind of PR is important to any government or non-government organization (NGO). Without such PR, the organization cannot effectively function and satisfactorily attain its purpose.

The P-Noy government itself apparently recognizes PR’s vital role in running the affairs of the State. It has even created three different offices to handle this matter. On the other hand, some NGOs also finally realized the critical role that PR plays in advancing their causes and carrying out their programs and activities. They have abandoned the conventional way of simply allowing their various humanitarian projects shine by themselves and be noticed, admired and appreciated by the people in favor of a more aggressive PR in order to gain more support and increase membership in their organization.

Among the NGOs here in the Philippines practicing PR more aggressively is the Philippine Rotary composed of 800 Clubs in 10 Districts with about 21,500 members. They are part of the worldwide service organization known as Rotary International (RI) established more than a hundred years ago to provide humanitarian service, encourage high ethical standards in all vocations and professions and help build goodwill and peace in the world. From a passive stance of simply waiting for people to notice their laudable projects and programs, the Philippine Rotary has embark into an honest to goodness campaign to create a favorable public image of the organization, it members and their humanitarian projects and activities.

Rotary’s PR campaign is always anchored to its four way test of: Is it the truth? Is it fair to all concerned? Will it bring goodwill and better friendship? Will it be beneficial to all concerned? Working on the rallying cry of “commit”, “connect” and “communicate”, Rotarians project not only the externals or the tangible aspects of what they are actually doing to promote the common good and to improve the quality of life in their community especially among the poor. Their spontaneous, enthusiastic and cheerful mood as they carry out Rotary projects and activities also reflect their inner hearts’ desire to render “service above self”.

Philippine Rotary is Zone 7 A of Rotary International. All the 800 Clubs and 10 District have their respective public relations officers (PRO). The over-all coordinator of these PROs is Chit Lijauco, past district governor (PDG) of District 3820. Chit is a well known prolific writer who has been involved in media even before she joined Rotary. She is ably assisted by other lady Rotarians like Marilen Lagniton, Rose Imperial and Lilu Alino who are all capable and experienced PR practitioners. Marilen is the vice president for public relations of the famous St. Luke’s Hospital while Rose and Lilu are involved in their respective Districts 3780 and 3860 PR campaigns. It really looks like women are better PR practitioners because of their gifts of the pen and of the tongue not to mention their feminine charms. In fact, the area coordinator of the Asia-Pacific Region is also a gifted lady Rotarian from the Philippines, Lyne Abanilla, the predecessor of Ms Lijauco in Zone 7 A. Lyne is a vice president of the Bulletin Publications and also a PDG. With such high powered, well-knit and feminine dominated team, the favorable public image of Rotary in this part of the world will surely be enhanced.

Just to remain focused and avoid being disoriented in their goals to improve the real public image of Rotary and since public image and public relations are still quite new to Rotary with a lot more to learn about them, multi-district seminars are periodically held. Thus, tomorrow, October 16, 2010, the Multi District PR Seminar will be held at Montebello Villa Hotel in Cebu City. This seminar is sponsored and hosted by D 3860 under Governor Ted Lacson, D3850 under Governor James Makasiar and D3790 under Governor Manny Yu.

The seminar will start at 8 a.m. and end at 5 p.m. The speakers during the seminar are: PDG Lyne Abanilla with the topic about the “Triple C” and Telling your Rotary Story; Marilen Lagniton, “Why Brand Rotary”; IPDG Chit Lijauco, “Public Image”; PP Ed Trinidad, “Philippine Rotary Magazine as a PR Tool”; PDG Dave Villanueva “Membership and Image” (Like Love & Marriage); and Isolde Amante, editor-in-chief of Sun Star Daily who will talk on “Working with Media”.

The afternoon session will be devoted to a forum entitled “Synergy and Sharing” with PP Lilu Alino for D3780 and PP Rose Imperial for D3780. Panelists for the Forum are: PDG Lyne Abanilla, PDG Chit Lijauco, Pres. Marilen Lagniton and Ms Isolde Amante with PP Batas Mauricio as moderator.

PR is the concern not only of the PROs. All Rotarians are involved in creating a favorable public image of Rotary. Hence all Rotarians are invited to this seminar. See you all in Cebu tomorrow.

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