Last May of 2024, I finally found the will, and the discipline, to launch this blog. For the longest time, I had wanted to create a space where I could share my thoughts on the practice of PR in the Philippines. But like many good intentions, it took a while before I actually sat down and did it.
Then, just when I had finally gained momentum, life threw a curveball.
By June, an unexpected tragedy upended everything. It was the kind of loss that knocks the wind out of you, forcing you to pause and reorient yourself. In the months that followed, I had to step away from writing, focusing instead on trying my best to make sense of everything.
Now, as we enter 2025, I find myself ready to return to what I started.
This time, I want to refresh my perspective by revisiting the wisdom imparted by my most influential PR hero. His way of doing things left an indelible mark on how I practice PR, and I’m sharing these lessons in the hope that they resonate with you, too.
These lessons aren’t from a textbook. You won’t find them in any communications syllabus. They weren’t taught in a classroom or written by a celebrated PR strategist.
But they have been the most important PR lessons of my life.
Challenge the Status Quo
If there’s one thing that separates great PR from forgettable PR, it’s the courage to question the norm. Some of the most effective campaigns in history were born out of a refusal to accept things as they were.
Too often, people in PR stick to safe, familiar strategies—press releases, media placements, polished corporate messaging. But real impact comes from those who are willing to shake things up. The best PR professionals are disruptors. They challenge conventions, experiment with new tactics, and find innovative ways to tell their stories.
Find Your Unique Voice
Blending in is the fastest way to be forgotten. The industry is flooded with professionals who follow the same playbook, use the same jargon, and regurgitate the same strategies. But the ones who make a mark are those who carve out their own space.
Finding your unique voice isn’t just about sounding different—it’s about being intentional with how you communicate. It’s about developing a perspective that is distinctly yours and making sure that every message you craft, every story you tell, carries that unmistakable signature.
Whether you’re handling brand communications or personal branding, the principle is the same: If you want to be heard, make sure you have something worth saying.
Master the Art of Storytelling
Facts can inform. But stories? Stories move people.
PR isn’t just about disseminating information, it’s about making people care. And the best way to do that is through storytelling. Every brand, every campaign, every cause has a story waiting to be told. The challenge is crafting it in a way that resonates.
Some of the most powerful PR moments aren’t built on statistics or corporate statements. They’re built on human stories—narratives that connect, inspire, and linger in people’s minds long after the campaign ends.
Build Genuine Connections
PR is often mistaken for networking. But there’s a world of difference between collecting contacts and cultivating relationships. In this industry, credibility is everything. And credibility isn’t built on transactional interactions—it’s built on trust. The most successful PR professionals don’t just know people; they invest in real, meaningful relationships. They understand that every interaction, every collaboration, every handshake contributes to their reputation.
Superficial networking can open doors. But genuine connections? They keep those doors open for years to come.
Think on Your Feet
PR is unpredictable. No matter how meticulously you plan, something will always go off-script.
A campaign might not resonate the way you expected. A crisis might unfold at the worst possible moment. A narrative might shift in an instant, forcing you to reassess your entire approach.
This is where adaptability becomes a PR practitioner’s greatest asset. The ability to think on your feet, adjust in real-time, and make smart decisions under pressure is what separates the good from the truly great.
Leave Your Mark
Some professionals spend their entire careers chasing media coverage, social media impressions, and brand awareness. But the ones who truly make a difference are those who use PR as a force for something greater.
The most fulfilling PR work isn’t about making noise, it’s about making a lasting impression. It’s about crafting messages that don’t just capture attention but create meaningful change.
PR, after all, isn’t just about visibility. It’s about impact.
Value a Good Laugh
PR can be stressful. The pressure to manage reputations, handle crises, and constantly stay ahead of the curve can be overwhelming. But one of the most underrated skills in this industry? A sense of humor.
The ability to laugh—at yourself, at the absurdity of certain situations, at the unpredictability of it all—makes the job easier. It keeps you grounded. It reminds you not to take everything too seriously. In an industry that revolves around human connections, being human is perhaps the most important thing of all.
You won’t find these lessons in any classroom. No communications book or PR manual covers them. That’s because my greatest PR mentor was never an academe, never wrote a book, and never set out to teach the craft.
Yet, in ways he likely never realized, he shaped my understanding of PR more than anyone else ever could. Unintentionally, but profoundly, he prepared me for this field in ways that even he couldn’t have imagined.
I learned all these from Mr. Roberto Socuaje Tanglao, or simply, Bob.
Bob wasn’t a professor, but to those who knew him, he was lovingly called “Popsie”—a title that, if you ask me, holds more warmth than “Prof.” But to me, he was simply Papa.
On June 14, 2024—just eleven days after we celebrated his 76th birthday—Papa passed away. His sudden departure left us shaken, his absence creating a void that, six months later, we are still learning to deal with.
And so, as I step into this new year, I figured—what better way to honor him than to share the wisdom he imparted, lessons that have shaped not just my profession, but my life?
Papa’s words echo in everything I do:
- Challenge the Status Quo. Don’t be afraid to question things. The world needs people who aren’t afraid to shake things up.
- Find Your Unique Voice. Discover what makes you special and let your true self shine.
- Master the Art of Storytelling. A good story is everything. Always tell your kids an awesome one.
- Build Genuine Connections. Your relationship with others tells the kind of person you are.
- Think on Your Feet. Life is like playing pool. Whether you pocket the ball or play safety, you always have a good shot.
- Leave Your Mark. Try your best to make the world better than you found it.
- Value a Good Laugh. Don’t take life too seriously, and always find time to laugh.
Papa Bob, you may no longer be with us, but your voice still echoes in everything I do. In the decisions I make, in the values I uphold, and in the way I approach both my work and my life, your influence remains undeniable.
In every challenge I take on, every story I tell, and every lesson I pass down, a part of you lives on—guiding, shaping, and reminding me of what truly matters.
Your wisdom wasn’t just about PR or strategy; it was about embracing life with courage, treating people with kindness, and standing firm in what you believe in. It was about living fully, loving deeply, and making sure that, in some way, you leave the world better than you found it. And that, more than anything, is a legacy worth carrying forward—not just for me, but for everyone whose lives you’ve touched.