Ka Iking, the quintessential communicator

CEBU - Enrique B. Santos was the quintessential communicator, devoting 35 years as a public relations practitioner and 10 years as a newspaperman.

“Iking” Santos worked with the Manila Chronicle and Manila Daily Bulletin before joining Philippine Airlines in November 1958.

He held a private pilot’s license and wrote a weekly aviation column in the Chronicle in the last three years that he was a newspaperman.

A prolific writer and former desk editor, Ka Iking was able to publish two books – “Living in the Bull’s Eye,” about the practice of public relations in the airline industry; and “Trails in Philippine Skies,” on the history of Philippine aviation.

He was a member of the Aviation/Space Writers Association (US) and American Aviation Historical Society. The combination of his passion for aviation and old-school writing style enabled him to easily get into PAL where he moved his way up in the public relations department (now Corporate Communications).

As manager for press and publications, he wrote numerous reference materials on PAL’s operations and on the airline industry in general. He also used to edit PAL’s internal newsletter, the PALiner.

As PAL’s official spokesman and vice president for Corporate Communications (with a uniquely contrasting personality), Ka Iking built a special rapport with all levels of the local media while skillfully maneuvering through PAL’s corporate politics.

He left PAL upon reaching 65 years old in March 1993. He passed away January 21, 2009, leaving behind wife Marina and children Marilou, Noel and Francis. He was 80 years old. (PR)   (THE FREEMAN)