IT is not everyday that one can sit down and have a conversation with the multihyphenated King of Talk, the one and only Boy Abunda.
An hour of privileged and no-holds-barred talk with him takes you through a myriad of memories, thoughts and aha moments that make you fall madly in love with the world of communication over and over again.
Boy, before joining the world of show business and being famously known for his opening line, “Sex or chocolates?” was in fact, a quintessential public relations practitioner honed by no less than the Grand Dame of the Metropolitan Theatre, Madame Conchita ‘Conching’ Sunico.
His PR work was a launchpad to a multitude of roles: a TV host, a talent manager, broadcaster, a newspaper columnist, an author and a university professor with a PhD in Social Development.
Two weeks ago, it was my colleague, Joy Buensalido, and my turn to host the monthly meeting of the International Public Relations Association (Ipra) Philippine Chapter.
Every meeting, the hosts are tasked to invite a guest who can share something about his/her advocacies or expertise as part of our continuous learning as PR practitioners.
Joy and I thought of only one person who can absolutely make our October meeting memorable—Boy Abunda. As a common friend, we knew that there are a lot of things to pick up from his experiences in the world of communication especially at this time when social media, short messaging and trolling have taken over the traditional tools of communication.
Suffice it to say, the 15-member Ipra Philippines had so much fun with our Private Conversation with Boy.
Since he has always carried out excellent conversations with the Who’s Who in the local and international entertainment industry, politics, business and even non-government organizations such as the recent Ms. Universe Philippines pageant, we thought of switching roles with Boy being the interviewee and the Ipra members being the interviewers.
So what was the buzz about Boy?
Boy, the “Bibo” Kid
THE young theater hopeful who decided to try his luck in acting once roamed the streets of Manila and slept on the benches of Luneta, lined up in an audition of at the Metropolitan Theatre. He was casted eventually and caught the eye of director Behn Cervantes who said that “there’s no way that you wouldn’t notice Boy.” He sang, danced and worked behind the scenes. He was everywhere, befriending everyone, not knowing that his stint at the Met had actually opened the curtains for several roles that he would eventually essay.
As the PR of the Met under the mentorship of Ms. Sunico, he recalled his experiences peddling publicity materials to the country’s most revered editors such as Manila Bulletin’s Ethel Timbol and Daily Express’s Tere Orendain, among others. There was no short cut in being good at PR. While he did not consider himself a writer, Boy had to learn the basics of writing. “Grammatically I was very strong, but I was not as brilliant as Floy Quintos…Chelo Banal, Kerima Polotan.”
He adds, “I learned how to write and I learned how to create and I learned to be creative. Kasi kailangan makapasok ang press release mo.You have to be creative in the context of storytelling.”
Needless to say, Boy had his share of tears of joy and frustration that any PR novice would usually go through as part of the so-called Baptism of Fire. “When I started PR, I had no idea what it was all about,” Boy admits.
He fondly remembered that he used to diligently prepare press releases using the traditional typewriter (no carbon copy!) before doing the media rounds by either riding a trike or walking around the walls of Intramuros. It was not enough that he gave his best foot forward to the editors because he also had a boss who set high expectations and deliverables. “I was at the mercy of the media and my boss, alam ko I had to build an audience,” said Boy.
Even as a talk show host, he was very conscious of that audience. “Knowing that you have to relate with the public. Knowing that you have to find your rhythm. Knowing that you have to dance, I learned that in public relations.”
Boy believed that his stint in PR earned him experiences that armed him with the courage and confidence to venture into hosting.
Boy as the Show’s Frontliner
A LOT of people know Boy as the King of Talk, a staple figure every week where people get a dose of their entertainment fix and updated showbiz stories. Whether it’s an intimate one-on-one interview, a public affairs program or a tell-all breaking news, Boy has always been at the top of his game. And he worked hard to keep on learning from the best interviewers in the world. “To this day, I continue to watch, to critique and to learn. On some days, I am successful, [on] others I am not.”
He is his own class, certainly a tough act to follow.
To develop his craft he opened spaces for people with different views. “When you are an interviewer…kailangan lumawak yung perspektibo mo.” He recounts one of his memorable interviews with an atheist. “How do I talk to someone who does not believe in God?” Boy shared. And in the process of giving him a platform came his realization that “we may be wrong in our expectations until we really listen.”
There’s value in uncovering truths, but these can be harder to surface as Boy can sense in some of his interviewees. “Pag may pagkakataon [If there’s an opportunity], I push. But I am not in the business of destroying reputations and relationships. I usually tell my writers ko, let’s not kill for this interview. It’s just an interview. It cannot be more important than life.”
Lessons for Wannabes
FOR host wannabes, Boy also shared these lessons culled from years of experience. His first tip? Stay true to your core. “The frame of reference should be your core, your story.” Boy said his frame of reference includes all of his experiences growing up as a Waray-speaking probinsyano in Borongan with such deep devotion to the family.
“At the core of my being, professionally, I still am a publicist. I still am a dyed-in- the-wool publicist. May impact ito sa naging karera ko as a host, as an artist manager, at marami pang iba,” says Boy who started his then well-known talent management company, Backroom Inc., as a PR agency.
Second tip is finding one’s language of convenience, even if it’s jologs. And third, it’s about being brave to commit mistakes. “Don’t go for perfection, it is boring.”
For Boy, every day is an opportunity to be better in one’s craft. We don’t rest on our laurels. It’s the reality that we can just be as good as our last press release, interview or hosting.
He revealed, “I realized much later that the one immutable law in our business is that nothing lasts forever. When people ask, what is your best interview? I would say, it’s always the next one.”
Lockdown Musings
THE highs and lows of the pandemic have been a period of reflection for Boy. “What most of us realize is that we have to contend about our finitude,” reflecting on the fragility of life. It was also about finding his rhythm, sense of balance and relevance amid the rise of digital platforms. This transition to doing online gigs/shows, and podcasts was a humbling experience.
All of these life lessons, he is pouring into a book he is currently writing. The theme is rooted in a Bb. Pilipinas question he is famed for, When is it ok not to be ok and and when is it not ok to be not ok? “I am writing that book because it’s about believing and doubting about your relevance. Am I on my road to obsolescence? Then you wake up the next day…ay hindi, mayroong paraan ito.”
Boy has even started “The Boy Abunda Talk Channel” with 747K subscribers and running.
So in such ambiguous times, Boy remains steadfast in his constant stronghold—his faith in the Lord. “Pagnagdududa, nagagalit, nagtatanong, kumakapit na lang ako doon. So how am I? Surviving, living, hoping to thrive.”
Maybe, that is the best we can do in such tough times as PR practitioners in the new normal, to thrive where we are, to keep on building relationships, and change a part of industry that is within our reach.
As his final advice, Boy shared, “It’s election season and constantly we shake ourselves because we want a better world.Do not underestimate the power of the jologs in each one of us.”
And as the famous show ender of the King of Talk goes, “we should make our nanays proud. Always.”
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premiere association for senior communications professionals around the world. Claire de Leon-Papa is the head of External Affairs and Social Partnerships of Unilab, Inc. She is a member of Ipra-Philippines Chapter and the International Public Relations Association.
PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.