Bonjin Bolinao: Redefining PR in the Philippines
If it were up to Bonjin Bolinao, careers in public relations in the Philippines would be redefined. To her, being a professional in the PR business means to pass the truth without too much glitz. An extended PR campaign would focus on the integrity of the product and show respect for her clients’ customers. The real message behind the brand would be emphasized. Jargon words to many but for Bonjin, these are the values that matter.
Six years ago, a worldwide marketing group invited our bachelorette to be the managing director of AdVerbum PR. This agency became the communications vehicle of the DDB group of companies in Manila; thus, a PR affiliate was born. Today, ADVerbum engages clients from different fields — Vista Land property developers, consumer products like Hershey’s and the telecom company PLDT — and helps them plan their communications strategy. If you have heard of PLDT retail brands such as Landline, DSL or the telecards that many OFW families use to call abroad, that could be thanks to the guidance of Bonjin’s plans. When Singapore Airlines wanted to let people know about their brand-new SIA A380 aircraft, their launch was influenced by Bonjin Bolinao’s ideas.
Most of the 12 employees who work with her now were her associates in a company she was previously connected with. When she moved, many of them asked to transfer, too. “A compact and efficient unit” is how Bonjin describes how her office runs. Perhaps the same comment could be used to identify Bonjin, who at nearly five feet tall radiates energy and laughter.
The ultimate gauge in our business is a happy client and if one is still with us since we started the job. Since the media is vital in the communication of the client’s brands, they are also our partners. It’s not just judging if and when your release comes out. It is really putting a communications plan in place and sustaining the campaign for many years.
One of my goals this year is to learn how to swim. I still have a fear of the water. When I was six, we were in Pagsanjan Falls and I went into the deeper end. I saw the silhouette of my dad underneath the water and I grabbed for him and held him so tight. That was the ultimate freak-out time. Now I swim where the water is four feet deep all around like in Ma-an Hontiveros’ pool in Matuod.
My personal style signifiers are really humble-looking sky-blue pearl earrings from Jewelmer that I bought with my first salary. My job was handling the PAL Mabuhay magazine and Jewelmer was a regular advertiser in the airline magazine, so when I did the interview with the head of their company, I decided to invest in something for myself. I have had these earrings for 25 years now.
For grooming and style I rely on myself. I choose my own clothes and like being practical with my office clothes. Being in public relations, you let your clients shine.
My challenges are having to sustain the messages of our clients and being creative in the communications process. There is a plus side to that because most of the editors are very welcoming of new ideas.
My anxiety is always about having to deal with my client’s demands and secondly, that everyone in my family is all right.
What helped me to conquer fear is the form of mind meditation I practice almost every night. Siddha Yoga relaxes me and gives me the assurance that everything will be all right. It’s focusing that all you really want to do is get a good night’s sleep knowing that tomorrow is another day and everything will be just fine.
The last thing I bought and loved was a watch from Mario Katigbak in Bulgari. It’s the most practical day watch and in the mid ’90s when he opened the shop, I thought that I wanted to treat myself. It was the last time I bought something super-expensive for myself. I just wanted my Bulgari watch.
The thing I’m hoping to buy next is a trip to visit my friend who lives in Spain. I often think about her and want to meet with her again. Edith van Eendenburgh was my best friend when I lived in Amsterdam.
If I had to limit my travels to one city I would go back to my family house in Quezon City. It was when Ortigas was a dirt road and I used to bike down to Tropical Hut on the corner of Highway 54 (EDSA). My meditative image would be me on my red bike. Life was simple.
The best gift I have given recently is the time I spend with my eldest sister, Mercedes. She has taken the role of a mom and because my grandniece, Malaya, stays with her, I feel good about being with them. Malaya is pure delight. Suddenly my perspective on how to spend weekends has changed. I live by myself and tend to want to spend more time with my family.
In my fridge you’ll always find Hershey’s chocolates with nuts or just the milky bar.
My style icon is Audrey Hepburn.
If I weren’t doing what I do, I would be a mother to eight kids. With my husband enduring. It was a choice I made in life and am happily single, but if I had another life I would be cooking like an Italian mama. I still am in the kitchen for my nephews and nieces. That’s my role. I pamper my 15 nephews and nieces.
The grooming basic I am never without: I always have to wear a pair of earrings. I feel naked without them.
After being in business, I realized that there are people who minimize the value of what PR is about. This phrase of doing a PR job on someone or on a brand belies what PR is.
I choose my employees by how much respect they have for the public relations industry. Our job comes from a profession that has to be ego-free. The brand and the clients are the ones who have to shine, so we cannot have anyone who would complain about working on a Saturday if her client has an activity. We have to deal with people we might not necessarily like and love, but we have to understand and appreciate them as our partners.
My talents include playing a little guitar and singing. A long time ago, I used to come out in the Santa Zita and Mary Rose Channel 5 TV program of Father Reuter. I was the maid in the household.
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E-mail : aurorawilson@gmail.com
