EVER since PR was introduced to the Philippines in the 1940s by the Americans, Filipinos have proven themselves to be among the best PR professionals in the world.
I have personally observed this over my long career working not just in Manila but in New York and Hong Kong and serving multinational companies where I have met and interacted with our PR counterparts from other countries around the world.
I would attribute this aptitude for PR of Filipinos to the following factors:
1 We learned the basics of PR from the Americans who pioneered and developed the profession and are still the best practitioners of the craft, even if the profession has advanced significantly in other parts of the world. But of course with typical Filipino ingenuity, we did not just blindly copy the US PR model but adapted and fine-tuned it to be more in keeping with, and thus more effective in, our own culture and milieu.
2 Again, thanks to the Americans and the school system they introduced in our country during the Commonwealth era where English was the medium of instruction, we have made English our second language. We have become good communicators in the medium which has long been and continues to be the international language of business. Since business is where PR is mainly needed and widely practiced, this facility in the language has been further abetted by the rapid globalization of business in the last few decades.
3 Filipinos are naturally friendly and even charming and love to please. They always strive to develop and maintain what social scientists refer to as SIR, or smooth interpersonal relations. This is an intrinsic asset in which Filipinos have it over other nationals, even the Americans themselves.
4 Filipinos give importance to their personal and family image, and always try to enhance and protect it. This can be gleaned from their predilection for pakitang tao or trying to convey to others an ideal image of themselves, even if the reality does not always conform to the said image. To be seen as rich for instance, they build the biggest house and buy the latest model cars, even if they have to borrow or pay these off on installment.
But if they do not strive and in the end get ruined financially, then all the posturing would be for nothing. This principle applies to PR as well where the reality must be as close as possible to the image the company is trying to project. Otherwise, it will be found out for what it really is sooner or later, and it will lose whatever favorable image and public support it has built over the years.
5 Filipinos are a sensitive people with a strong sense of pride. They are easily affected by the way they are treated and spoken to or even looked at by others in a manner that would be contrary to their self-image. Thus, they are also careful in the impact of their words and action on others. This sensitivity to other people’s feelings is definitely an asset when carried over into PR where the public’s opinion of a company is of utmost importance.
6 Filipinos are creative and good at coming up with ideas, even the most outlandish or so-called out-of-the-box ones. In a profession where companies look for good and “big ideas” and programs that would best help convey their desired images and messages to the public, such creativity could be valuable indeed.
7 Filipinos are tough, patient and resilient. They are survivors, capable of even the worst calamities or setbacks. These qualities are very much needed in PR, especially during times of crises when coolness and ability to think clearly under pressure are needed to help companies get over the most difficult and most challenging of disasters.
8 Filipinos are generally generous and helpful to their fellow Filipinos. This is exemplified by the bayanihan spirit where barrio people, for instance, would all help a neighbor carry a nipa hut to transfer to another location. This trait is also important in PR, where companies want to be perceived as having corporate social responsibility, or CSR. Companies need to come up with such projects. Otherwise, they risk being perceived as only interested in making profits and lacking in concern and compassion for the community and countries they operate in.
So if you have the foregoing qualities possessed by most, if not all, Filipinos, and especially if you have them to a significant degree, I would advise you to consider PR as a career. You already have a lot going for you. And if you have the determination and capacity to work hard, you cannot but succeed.
PR Matters is a roundtable column by members of the local chapter of the International Public Relations Association, the premier association for senior professionals around the world. Rene Nieva is the chairman and CEO of Perceptions Inc.
We are devoting a special column each month to answer the readers’ questions about public relations. Send your comments and questions to askipraphil@gmail.com.