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‘PR Matters’

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It’s been a busier-than-usual past couple of days in newsrooms here, there and everywhere – from the heartbreaking war that erupted between Israel and Hamas that has already left over a hundred people dead and thousands injured; the higher-than-expected Philippine inflation in September at 6.1 percent from August’s 5.3 percent; protests in Guatemala to the unrelenting Chinese aggression in the West Philippine Sea and many more.

But did you know that almost always, behind every big story, are conflicting stakeholders who try to skew the narrative to their interest?

There are trolls out there who will not hesitate to call aggressors as victims and describe attacks as mere acts of retaliation and other kinds of propaganda.Nearly every administration is also guilty of spinning narratives to make itself look good. The Duterte camp, for instance, had an army of trolls.It is therefore a pleasant surprise that seasoned public relations professionals in the Philippines came out with “PR Matters,” a guidebook of sorts on communications.

Some of my favorite articles include the piece by Karen Alparce-Villanueva. She discussed the attributes of a great PR professional, including presence and personal credibility; the ability to think strategically and the capacity to executive plans with excellence. Karen herself has keen attention to details. I once attended the retirement party she planned for her husband Capt. Joey Villanueva and it was very organized.

Abigail Ho-Torres, my former energy beat mate when she was still a journalist, wrote about transparency in crisis management. Bull’s eye, Abi!

 

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