AS the year 2023 comes to an end, I look back at my 40-year journey as a public relations professional and feel immense gratitude for my time well spent in the PR, advertising, marketing, and communications industry. It’s been a richly rewarding career path that—to this day—continues to impart priceless lessons that I now take pride and pleasure in sharing with you.
When I first started the agency in 1983, I never imagined that it would grow and expand into a dynamic and noteworthy player in the Philippine PR and comms industry. In fact, I could hardly call it an agency. Our office address was literally wherever my Volkswagen Beetle would go in the course of a workday. My former student turned first PR assistant Joseph Pastrana would type our press releases on a manual typewriter right inside the tiny confines of the Beetle and then photocopy these for distribution to all the publications. I would drive the car and Joseph would get off at every media office and head for the editors’ desks.
There were no computers yet, no mobile devices, and no internet to see us through relentless deadlines. However, we had the smarts to know that sincerity, enthusiasm, and a tremendous amount of goodwill would help us get those press releases accommodated.
Thankfully, our efforts produced very good results so our clientele grew by the year. And today, after 40 years of that long and winding road, we have earned “bragging rights” for a full service agency now called Buensalido Public Relations and Communications. Joseph has moved to New York City where he happily works with a PR firm and is a published author, as well.
And the Beetle? It’s been retired and the company stands proud at its prestigious Makati CBD address as we work with clients we love and who love us back.
I have written an article entitled “Ten Simple Lessons on How to Build a Career in PR,” which is part of IPRA’s first published book “PR Matters—A Communicator’s guide to the Dynamic World of Public Relations” (still available upon order). But now that I have gained vast experience since I wrote it 10 years ago, let me add three more lessons here:
Lesson 11. Build and nurture relationships not only with individuals you like or who like you but also with those who challenge you or often question your point of view. You might be surprised that there is something to be learned from other people’s perspectives and that you could eventually become allies when you prove that you can outthink or outdo them. Be open minded and patient. It takes a lot of effort but it can be done.
Lesson 12. Never burn your bridges. If you cannot stand working with a toxic boss, client, or colleague or even when work has ceased being meaningful to you, make a clean break. Never leave your work in disarray and complete all pending tasks. Your personal and professional reputation has a way of circulating in the industry you move in. You’re more likely to encounter the same people or run into them at some future point so it’s best not to leave with unresolved issues. A graceful exit will give you more strength and power to move forward. And it will be lighter on your psyche.
Lesson 13. The last and most important lesson is a highly personal one that I want to share with everyone: PRAY. Prayers work for me and have sustained me not only in the last 40 years but as far back as I can remember. I believe prayers will work for anyone who believes and has faith in God or whatever Higher Power or Being they choose to trust in. Prayers also allow you to reflect, to meditate, and most of all, to be grateful for whatever blessings or graces you are given. When going through a rough patch at work, prayers ease your stress and remove roadblocks to your plans. After you’ve done your best, entrust everything to the Almighty Father who is sovereign and know that things will fall into place.
These are the three additional lessons I have learned to live by and I certainly hope it can work not only for PR practitioners but for everyone whatever their careers are.
I am proud of the hard work that we’ve done as an agency, and this shows in the strong ties that we’ve fostered and nurtured with our longstanding clients. We especially appreciate those who have trusted us with their brands for more than a decade, and to our media friends who have shown respect for what we do and who regard us as a vital source of news, information, and creative ideas.
I thank all of our past and present clients, all the suppliers we have worked with, and especially the editors and writers who have been a part of Buensalido PR’s journey.
Our gratitude also goes to the people in our agency. I am proud to say that for the past four decades, I have worked with a close-knit group of creative, strategic, and hardworking individuals plus a dedicated support staff who do their jobs tirelessly behind the scenes.
Allow me to acknowledge my entire team’s names here and grant them well-deserved credits in this column: Guia Santiago, Monique Buensalido, Javelyn “Jv” Ramos, Marion Manigbas, Trisha Macas, Nickolo Domingo, Mark Razo, Pancho Dizon, Cristina Allarey, Honey Muta, Andy Adriano, Marivic Inaudito, Jolan Lumawig, Clifford Go, Cris Sajelan, Amby Mallorca and Nonoy Bispe. Some of them have been with me for 15 to 25 years of my whole life. That, for me, is like forever!
Thanks to the Buensalido team’s infectious energy and drive, 40 years on, we’re still looking forward to being better, to flourish, improve, and keep pace with the times.
At our simple anniversary event which we held at the Shangri-La Plaza in October, we highlighted the amazing creations of two of our senior team members with an art exhibit entitled, Peering Through a Keyhole: Worlds Behind the Printed Word.
Let me highlight that: Worlds Behind the Printed Word.
I’d like to say that aside from providing excellent work for our clients, we also strive to encourage, inspire, and nurture our own creative pursuits, interests and passions. And that is the reason we focused on them in our exhibit for our 40th year.
The two-day showcase marked the public debut of our very own artists Guia Santiago and Jv Ramos. I’ve always been inspired by these two remarkable communicators and creative talents. Since 2021, the duo has been lending their beautiful artwork to our annual Buensalido PR calendar which we’ve been producing for the past two years.
The essence of this exhibit captures ideas that Guia and Jv both love—primarily, the magic of stories from books and poetry and other forms of literature, which have also become a well of inspiration for the work that we do at Buensalido PR.
As PR practitioners and communicators, the written word is very much part and parcel of our work. It seemed like a natural progression for us to further get into publishing. I have written about previous titles I have personally published and I have helped our IPRA Philippines group, as well, in publishing our recent book “PR Matters.”
Personally, publishing is something that I have always been passionate about. Book publishing is just one of the manifestations of our love for literature. Apart from leaving a legacy for future generations, it is another way for us to continue telling stories and helping people articulate their passions.
Finally, I would also like to thank Marita Nuque who was our editor for the book ”PR Matters”; BusinessMirror’s editor Chuchay Fernandez for her constant encouragement and support for this column; Millie Dizon who initiated and continues to sustain this group effort; and of course to all our IPRA Philippines members past and present.
Let us all look forward to 2024 with much hope, love, happiness and optimism.
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. Joy Lumawig-Buensalido is the President and CEO of Buensalido PR and Communications. She was past Chairman of the IPRA Philippine chapter for two terms.
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.