I guess I have to start this with a quote, this is actually a favorite of mine, but I never learned who authored it. This is how it goes - “wherever you are, whatever you do, is the perfect place and the perfect moment where the Lord wants you to be. Because if not, you wouldn’t be there.”My career is all prayers and answers. It was all about setting goals, praying for it to happen and doing it.
I actually wanted to be a doctor. But as the eldest, with two brothers and a sister, I knew that it would be hard for my parents to send us all through college with one kid taking up medicine. So I made a compromise. Since my parents always espoused the idea of choosing a career that I’ll enjoy, I decided to pursue my second best. I wanted to be a broadcaster. Lagi kasi akong pinagho-host ng kung anu-anong program. Lagi din akong reader sa mga masses. Most of my teachers feel that my diction is a gift, that I can use it to advance a career in the media.
My goal was to be at a school that would bring out the best in me. So I prayed for that. I guess, UP wasn’t the school that would bring out the best in me at that time because, I failed the UPCAT. I passed the UST exam. But someone told me the Mass Com facilities of St. Scho is better. But I haven’t gotten any news from St. Scho. Since I wanted to know my options, I went here, just to find out if I passed. When I learned that I did, right then and there, I gave all the requirements and headed home.
I can say I bloomed in there. I got exposed to different people through the organizations that I’ve been in. I was able to go to places I’ve never been because of the trainings. I matured in the sense that I became more gender sensitive. I’ve learned so many things about the career that I’ll soon venture in.
When I had my practicum in ABS-CBN, I learned that I wouldn’t really want to be a broadcaster because I feel that dressing up wasn’t for me. I thought the make up stuff, the “looking your best” all the time wasn’t exactly my cup of tea. Ayoko talaga ng nagbibihis. In my practicum, I learned my place - backstage, behind-the-scenes, and I got a glimpse of what I wanted – to work in a known media company.After graduation, I know I’ll be taking my Masters in UP. I already applied. But I also wanted a job right away, any job. When I graduated and was requested to be a substitute teacher, I grabbed it. I became a first year high school English teacher fresh out of college. I actually liked it but I also realized that high school was too complicated for me. I wasn’t happy there anymore. And I feel that if I stayed on, I would lose sight of my goal which is to work in the media. Sabi nga ng tatay ko, “If you love what you’re doing, you don’t have to work a single day in your life.” That’s lesson number 1 – If you’re not happy with your job, it’s not worth your time, nor your effort. If you have to drag yourself to work, then it’s time for you to quit.
On my fourth month in teaching, I called up UP to ask if I passed. When I found out that I did, I conferred to my superior, I told her they should be looking for my replacement because I’ll be enrolling on the second semester. So I was back at school. I was happy there because it made me understand media on a different perspective. It gave me a deeper understanding how media operates. Initially, I took up my Masters because I feel that it would give me better chances of landing a job. But UP humbled me, I graduated cum laude, but when I was there, it made me realized that there were more things to learn. I realized even if I’m done studying, my learning should never stop. That’s lesson number 2.
I was told that there was an opening at ABS-CBN for a copywriter. At that time, I really don’t know the job of a copywriter. Since me writer sa title, feeling ko writing job. Tama naman ako. I went there, took the exams. Then a week or so, they called me up for an interview and another exam and another interview. And the rest as they say is history.
When my future boss interviewed me she told me about the job I have to do. I was assigned to be at the Corporate Image and Special Events Department of the Creative Communications Management (CCM) of ABS-CBN, para siyang in-house advertising agency of ABS-CBN. In contrast with the advertising agencies which are doing product commercials, what we are promoting are the programs. What I was tasked to do was to come up with imaging campaigns and public service announcements for the network. It excited me. Hindi ko na naisip yung mababang sahod. Ang naisip ko, makakatulong sa bayan ‘to. Hindi ko ide-deny na ABS-CBN is a business corporation. But I feel that my job, isn’t just about profit. It’s concerned more on helping others by promoting the Foundation. It’s also about championing the Filipino spirit through public service announcements, projects and campaigns. Given these, I feel that salary wasn’t really an issue. The experience that I’ll gain is more that what they’ll offer me. Nagsipag talaga ako. I was a workhorse. Ako yung tipo ng tao na hindi umuuwi hangga’t hindi tapos ang trabaho. Kahit doon talaga ako matulog. Ako na nga dapat ang magbayad sa ABS kasi para na akong boarder. Kapag hindi ako nakapagbaon ng damit, umuuwi ako ng madaling araw para pumasok ulit ng maaga the next day. I’m also the type of person who doesn’t mind doing and learning the things beyond my duties. As a copywriter, I’m expected to write and produce promo spots (commercials). But because I feel that I’ll be a better producer and a better writer if I know how to edit, how to video research, how to copy-edit, I learned them all. I bought style books, grammar books, guide books. I sat down with an editor, I asked him questions. I get my hands dirty. I browse the web. I look at magazines, trade journals. I watched award-winning promos. These are the things which weren’t on my job description. But I do them otherwise because I know it will be useful for me. It would help me hone my craft and I’ll be able to perform my job better. All because I love what I do. Sabi nga ni John Ruskin, “the highest reward for a man’s toil is not what he gets for it, but what he becomes by it.” That’s lesson number 3.
You can say that I started from the bottom. I started out as a junior copywriter. Then I was promoted as a promo specialist after 2 years. Then I was promoted to Manager after 3 years. It is a good ride. But I too have to face doubts and uncertainties. On my second year, I begin to wonder whether ABS is really my place. I prayed, I told him, “If this is where you want me to be, please tell me I’m doing the right thing.” That same year, our Dengue campaign, won in the Asian TV awards. On my 5th year, I was looking at other options because I feel the chances of being promoted was quite slim because the TO of ABS-CBN is rather flat. So - ako, yung boss ko, tapos VP na. After ng VP, si Ma’am Charo na yun. That same year, my boss talked to me privately, she told me that they’ll be migrating to London. And she was recommending me to take her place. Sabi ni Stephen Leacock, “I am a great believer in luck, and I find the harder I work, the more I have it.” That’s lesson number 4.
I finished my Masters degree last March 2006. I never really thought I’d be able to finish it. Biro mo naman, I started 2nd semester of 1998. Ilang taon ko siyang binuno. Yung professor ko dito, naging kaklase ko pa, naging professor ulit, imaginin n’yo na kung gaano katagal yun. Kung ilang taon din akong sumulat ng extension letter. Then I got married. Sabi ko, “ayoko na. Hindi ko na talaga to matatapos. Niloloko ko lang ang sarili ko.” Then I got pregnant. I was faced with the fact that I’ll be on leave for 2 and a half months. Sabi ko, “baka ito na yun.” This is probably the time, I’ve been looking for. Malaki na yung tyan ko, nagre-research ako sa UP. Bondat na bondat na ko nung iniinterview ko lahat yung mga taong dapat kong interviewhin. Pina-transcribe ko lahat ng interviews ko, I made sure that when I took my maternity leave, I’ll have everything that I need so I can write my thesis. I was juggling with breastfeeding and writing. I gave birth July 2005. I successfully defended my thesis March 2006. Never let go of your dreams, even when you’re married. Even when you have kids. That’s lesson number 5.
I’ve been working in ABS-CBN for almost 7 years. It seemed like yesterday. ‘Pag nasa media industry ka, time flies so fast. Ang bilis kasing magpalit ng shows, magpalit ng projects. The media industry is very dynamic, it’s very exciting. It holds a lot of promise. But let me tell you this. Something you already know. Media is a very powerful tool. And we need more people who know how to use it responsibly. If you’re the type of a would-be practitioner who would just be in it for the heck of it, I suggest wag na lang. I hope you guys would be good media practitioners. People who know what they want, what they’re suppose to do and do them right.
As a media person, it is a necessity to have strong convictions. It is important that people know what you stand for. I always believe that a person who doesn’t compromise his integrity and his values would have more than what money can buy… peace of mind. If you stand up for what is right, you can sleep well at night. Lesson number 6. Sabi nga ni Henry Longfellow, “It takes less time to do a thing right than it does to explain why you did it wrong.”
I am always asked, “what is it in your job do you like the most?” My reply is always… “it is the fact that I can say what’s in my mind and my heart with the possibility of millions of people listening. It’s actually the idea that I can probably sway opinions or change people’s perspective about an issue or even about themselves.” These might be too idealistic. But these are the reasons why I try to do my job well, always. These are the reasons why I try to put in values all the time. These are the reasons why I still have the energy and the drive to get out of bed every morning, take the tricycle, jeepney and bus, every single day like I haven’t been doing it for seven years. I hope that when you go out there, you’ll find the right reasons why you want to stick with your job. And I hope that me standing here today strengthen your resolve to be responsible practitioners. All the lessons I’ve learned which I shared with you today can be summed up using three famous copy lines…
Set goals… Sabi nga ng AT&T… “It’s all within your reach.”
Pray… Dahil sabi ng Adidas… “Impossible is nothing.”
Work hard… Sabi nga ng Nike… “Just do it.”
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