(Ed’s Note: Our columnist Noel G. Tulabut has started to write his observations in today’s PR and Comms practice by entities in both the private sector and government corporation. The first one was about PLDT. He is on a series of opinion articles on the subject matter which he also seriously practiced for more than two decades.)
BCDA has such a good PR, starting with the presidency of Rogelio “Babes” Singson. I remember working with his handler Ed Morada who, I think, later became an evangelical minister.
It has evolved since. Suffice it to say that it has been made superb since Lani Barlongay Macasaet took over its Comms or Public Affairs (I won’t tell when, lest I earn her ire – pero alamat na rin nga si Lani). PAD, as they call it, is not only a well-oiled machine but a well-rounded PR unit in the agency that has given a face to successful government privatization practice.
Comms is such a complex operation. It includes social and traditional media, LGU and other stakeholders, publications, media and community relations and what have you. Yet, in BCDA’s case, all these run smoothly. This is why Lani and team is multi-awarded by prestigious bodies in the PR industry. They so deserve it even if it means sending them abroad to receive the awards. It is the Philippine government they give honor to. This is priceless.
Lani takes guidance from BCDA Chairman Larry Paredes, the members of the Board. She takes good care of President Jake Bingcang whose good looks transcend to having excellent PR. Some government leaders wouldn’t care about their reputation as long as they appear nice. In Bingcang’s case, GQ looks should translate to having outstanding relations to both public and private sector, the whole spectrum.
Boss Jake, as a lot of us call him, rose from the ranks. And he just adapted so easily to various audiences through his 29-year career in the state firm — from lowly personnel to national leaders. I personally witnessed him buying some clothing for a utility personnel in CIAC for a gift and how President Marcos would pat him on the back like in the recognition (of BCDA) as the 6th top government corporation in remittance of dividends to the national treasury.
From meeting with middle managers during his days as technical staff, now he gets to talk to ministers, heads of states and the like. Yet, he remains firmly grounded. He has not puffed up at lalo naman pong wala siyang encephalitis, unlike other leaders now. He could be afflicted with SHS (go look it up in the web).
He makes sure that local leaders are taken cared of. It was him who volunteered to help build the access road for the (Pampanga) provincial hospital in Clark. That is P50 million worth, for a start. He did not have to wait for Nanay Gov Pineda but it was him initiating the move and even going farther by earmarking some funds for medical equipment too.
He doesn’t forget people in media too. Last month, he and some of his VPs dined and karaoked with Pampanga-based media despite his busy schedule. He makes sure information need of media is supplied too on time, with Lani and team (Maricar, Gary, Denver) very ably backing him up in that area.
But there is more to it than dine and wine. It is the relationships that are built stronger and better. It is here where cooperation and understanding are forged. Boss Jake’s natural amiability sans the vogue looks would suffice. No need for MOAs, no need for hard sell, and all the more no need for blood compact. A simple conversation, a sip of coffee, a piece of information, a call or a text, a reply, a greeting is all that it takes to start and keep outstanding PR. And BCDA willfully and nicely does all these and more.
