A PR company gets involved with enhancing the image of their clients. To manage Volvo’s launch of a new car, for example, Bonjin’s group invited the guests, chose the guest of honor, wrote the script and made sure there was press coverage. Advocacy is another branch of public relations. Bonjin’s "Iwas SARS" and "Iwas Dengue" campaigns were both done to inform the public how to stay healthy. Then there is the crisis management where BSMG Worldwide would be called on to refute bad publicity and take care of credibility problems. (Remember what happened to Tylenol?)
Bonjin Bolinao smiles as she states that her primary job is to inspire her 17 employees to work efficiently and effectively. While she dreams about empowering her colleagues, Bonjin reflects on spilling ketchup, Ricky Carandang’s necktie and being like Little Lucy.
On what occasion do you lie?
When I take a big fat chocolate cake slice and think that it is "not fattening."
Which living person do you admire most?
My Siddha yoga guru, Guru Mayi. Guru Mayi is the teacher and leader of the Ashram community in upstate New York where I have spent summers working in the kitchen. She teaches us how to find the God within us.
Who or what is the greatest love of your life?
I didn’t marry him. He asked three times, but I did not marry him.
What is your passion?
The sight of a beautiful sunset at sea. It is the most amazing feeling because the splendor of the sunset makes me believe that there is a God; then I imagine that my loved ones who have died are with God enjoying this sunset.
What is your most fervent wish?
For my mother Anita Nefussi not to have too much pain in the course of her Alzheimer illness.
How do you resolve your conflicts?
If it is my fault, I apologize. I am confrontational because I am not a hypocrite. My wisdom and maturity remind me that it is not about getting my way.
Where are you most comfortable?
I work so hard and get home late at night; all I can do is rest in my sleigh bed.
Which hero of fiction can you most identify with?
Little Lucy of Peanuts because I really am makulit; also very loving, humorous and we believe that "tomorrow is another day."
What is your greatest fear?
Oh my… Spilling ketchup on my suit before my presentation.
What is the trait you most deplore in yourself?
Always being ten minutes late for everything.
What is the trait you most deplore in others?
It is so hard to deal with people who have to lie.
How do you start your day?
Usually at 7:15 a.m., I say a prayer, make my tea, read the papers, go back to bed and watch Ricky Carandang on ANC 21 at 8 a.m. I greet him by saying, "Nice tie, Ricky!" and text him side remarks about his sometimes deplorable guests. Then the phone starts ringing.
What do you most value in your friends?
I recently reconciled with one of my dearest friends after about three years of being estranged. We had lunch on my birthday. That was such a precious moment.
What is your greatest extravagance?
Spending money talking on the phone
What words or phrases do you overuse?
Meldy, halika nga dito.
Which historical character would you like to have been?
Anna Karenina who lived her life with so much passion. All her life was just about love.
Name a moment that brings back happy memories.
Riding on a Harley Davidson in the Champs Elysee in Paris one summer.
What do you consider your greatest achievement?
My career as a PR consultant for nearly 25 years.
What is your idea of perfect happiness?
When someone told me that I was asleep with a smile on my face.
Which living person do you most identify with?
James Hamilton Patterson, the author, who said I was a combination of Mother Teresa and Mother Lily. I could sacrifice so much and also have an attitude that everything is possible.
What did your dad often say to you?
He was a very quiet person and every time he would see me, he would have a great smile and a chuckle.