What PR Pros Can Learn at Museums

Surprise. Intrigue. Guilt. Happiness. New-ness. Nostalgia. Desire. I noticed that successful campaigns had at least two of these emotional elements.

It’s not just about acting, good visuals or sad violin music.

Good, effective campaigns start with clear communications:

a crystal vision of where we want to be

a determined way of hacking out a path.

For us who are writing — whether to sell products, to change minds, to transform society – developing an emotional hook is important to getting our target market to respond.

A few weeks ago, I went on a feelings spree with another PR colleague.

We traveled to the National Museum to answer some questions:

“Paano ba humugot at saan ba huhugot?”

hugot – an emotional response & a wellspring of creativity.

Here’s what we found:


Every story we write must set us apart.


Catching the essence requires focus.


Putting ourselves in our customers’ shoes helps us write more authentically.


 The art we saw were were visualizations of specific calls to action.


When words are cheap & fame is easy, it’s our mastery of story that will help us establish a brand of renown. 


The first half of 2016 just whizzed by & it’s time for my mid year review! I’ve been having a hard time isolating what exactly I learned in the past six months when it hit me: I learned how intrinsic grounded optimism was to my being productive! 🙂

I was reading Edward Monkton’s “The Pig of Happiness” to my daughter earlier this week & that is when the idea struck:

The pig looked around & saw that all was not well at their farm. He saw & then acted. He decided to spread happiness. This pragmatic, unflappable optimism is what I truly believe in & to be otherwise, to “think positive” without considering the facts of life is simply lying to yourself.

Moving forward, my midyear resolutions are to:

  1. Be realistic but not a cynic
  2. Respond with compassion
  3. Cultivate genuine optimism

If you can’t find the book, you can get to know The Pig of Happiness via this video!


3 Reasons why I miss agency life

I’ve been working on the client side of PR now for over 2 years. While I’m glad I moved to “the other side” — there are days when I miss the dynamic agency environment.

So, to quell my ‘homesickness’ (and let’s face it: for many PR pros, the agency can be home…14h workdays notwithstanding!) here are the top 3 things I missed from my agency time:

I miss the thrill of pitching.  

Fresh ideas. New people. If you weren’t keen on pitching stories and dreaming up new executions; you had no place in a PR agency. The fast-paced (and sometimes cutthroat) environment was challenging.

Challenging and rewarding.

You knew when you won the pitch, you knew when you lost the client. Plus, there’s nothing that can keep you on your toes more than meeting a roomful of strangers almost every week. When you communicate with unknown quantities, there is no choice but to be as clear as possible.

There was little constraint on the amount of “dream time” you could invest in a project…provided that you could deliver & meet your deadlines.

The deadlines.   

I never thought I’d say this but I miss the ironclad deadlines of the PR agency. We usually dealt with finished products. This means, I never had to worry about manufacturing issues & other issues brands faced internally. There was no mental waiting time between a product idea & a launch — what landed on my desk was ready to be hyped up.

The regroup.

Speaking of hyping products up — if there’s one thing agencies know how to do — it’s going back to the drawing board when things don’t go as planned. Agile creative teams know when it’s time to let go of an idea they’ve developed to service their client (and the public!) better.

So there. It’s out of my system. Back to working for the dark client side. 🙂


Help end ‘endo’

Starting my birthday week right with a story that is very close to my heart.

I was a freshman doing a story for Matanglawin Ateneo on the SM Workers’ strike. There I was sitting on a curb surrounded by the picketers. As I listened to their stories, the gravity of the injustice done to them burst my sheltered Atenean bubble.

It was a turning point in my life and a decade later, here I am, still doing what my 18-year old self wanted to do — help end the injustice in any way I can.


Full story here: http://www.rappler.com/business/features/131422-philippines-labor-contractualization-endo-human-nature

Shop & Share: Human Nature, Robinsons Magnolia hold social enterprise fair for Gawad Kalinga’s Kusina ng Kalinga

Proceeds will help Kusina ng Kalinga serve 50,000 children nutritious meals every day in 2016

Human Nature and Robinsons Magnolia are teaming up this holiday season to help end child hunger in the Philippines via a curated social enterprise fair called “Shop & Share”.


Proceeds from Shop & Share will be given to Gawad Kalinga’s Kusina ng Kalinga. Kusina ng Kalinga is a universal feeding program that serves 17,000 children in our country’s poorest communities nutritious lunches daily.


Through it, poor school children are able to do better at school. Dropout rates at partner school have also gone down significantly. In Kusina ng Kalinga’s 7 commissary kitchens —  Palo,  Alang-Alang, and San Isidro in Leyte; Sitio Pajo, Quezon City; Nagcalran, Laguna; San Gabriel, La Union; and Tacurong, Sultan Kudarat – the students’ parents are also learning how to cook cost-effective and nutritious meals for their children. Many of the kitchen & school volunteers are parents. For 2016, its goal is to serve 50,000 meals a day. 


Social enterprise fair


Shop & Share is a showcase of local social enterprise products. Through it, shoppers will get to complete their Christmas shopping while helping spread the goodness of the season to children in need.


Specially-packaged Human Nature gift sets will be made available at Shop & Share.


Its merchant roster includes eco-friendly fashion brands Rags2Riches and Habi Footwear; and food products from Kayumanggi Organics, Make Peace Cookies, GK Enchanted Farm, First Harvest, Kabutehan, and Bayani Brew.


The well-chosen list of merchants also includes sustainable brands like Jacinto & Lirio, makers of plant leather notebooks & bags; Treehugger, which makes eco-friendly office and school supplies; Filipino toy brand Plush & Play; and Mori Notes, whose cloth “purse notebooks” are fast gaining popularity.


Innovative bamboo products will also be available at Shop & Share:Bamboo bike maker Bambikes and bamboo toothbrush company Minka Inc. will be at the event.


The event is also a celebration of Filipino musical artistry. Awit Award-winning folk-jazz band HUMANFOLK, acoustic artist LM Cancio, and Maya’s Anklet will be performing at the Shop & Share.


Shop & Share is slated on December 16 at the Atrium, Robinsons Magnolia, Quezon City.


For more details, please log on to the Shop & Share event page via https://www.facebook.com/humanheartnature.###