Episode 43 - Ritzi Villarico-Ronquillo, APR, IABC Fellow

In this episode, I chat with Ritzy Villarico Ronquillo, a leading communication professional and IABC Fellow from the Philippines. Ritzy shares her extensive career journey in communication, spanning over three decades. She recounts her early influences, such as co-curricular involvement in school and community leadership, and her strategic roles in various industries, including energy and manufacturing. Ritzy also discusses the importance of mentorship, volunteer work, and understanding the business landscape to be an effective communication leader. The episode highlights her approach to crisis management, stakeholder relations, and the integration of communication with business strategy.

Transcript

Adrian Cropley: 0:10

Hello and welcome to another episode of A View from the Top. I'm Adrian Cropley. A View from the Top is a regular podcast from the Center for Strategic Communication Excellence where I interview some of the world's leading communication professionals as we explore their career journeys. Today's guest I'm really excited about, and she's a long term friend and colleague who I met through the International Association of Business Communicators many years ago, and I'm not going to name the amount of years because we've known each other for a long time. Ritzy Velarico Ronquillo is an accredited PR practitioner and IABC fellow. Ritzy is a veteran and senior communications celebrity in the Philippines, working as a PR and leadership consultant, which is a thought leader globally, as well as being a trainer, speaker, and professional lecturer, which is something you truly do with a career spanning over 30. So I was going to say 30 decades, three decades. Where she gets to share her knowledge as a mentor to up and coming communication professionals. Ritzy, welcome. I almost overdated you there, my dear.

Ritzi Ronquillo: 1:28

Thank you, Adrian. No worries at all.

Adrian Cropley: 1:31

it just shows how long we have actually known each other. when I was going through and looking at your history. I've known you for over 15, 16 years while you've been involved with the IABC we got to know each other very well when I visited the Philippines or, you've come here to Melbourne or we've met each other at world conferences you don't often sit down and look at somebody's, history. I remember lots of conversations, but boy, you've done a lot in your career.

Ritzi Ronquillo: 2:03

it's been an interesting time. What a journey that never ends.

Adrian Cropley: 2:07

well, it doesn't end for you, I must admit, because you're always And I tell you what, it's really hard to do justice when I introduce you because you really have done it all. So you had your own consultancy. spent a little bit like me over 17 years in one organization. You were in the electricity industry in house in various roles. You've lectured and still lecture at university and volunteered in dozens of roles within the PR association in the Philippines and the IABC globally. So let's unpack this amazing career of yours. Where did it start for you Ritzy? What drew you into communication? Was it your study?

Ritzi Ronquillo: 2:51

Well, looking back, maybe it was destiny. Maybe I was predisposed to, I guess, all the way back growing up because even in school that, that is since elementary up to high school, I was really involved in co curricular activities aside from, academics like the student council or school clubs. school plays, declamation contests, school programs. So it really was part of my life to have both sides of the brain, I guess, working. And then I do remember that, the one that really, really made me go into the road of communication was an auntie who had a book. She was taking her master's in mass communication and she had a book It's a very thick book. By Wilbur Schramm, I remember asking her, what is mass communication? that stuck in my head so much, that when it was time for me to take a university course, I chose broadcast communication. Because I wanted to be not only, reading about it, but also being hands on. in broadcast, You have to do the actual work. live shows, take on different roles, being a set director, script writer, audio, cameraman, etc. in addition bringing it full circle for me at that time as a young person, was that I did community work also as a youth leader. So that, Really opened up my eyes and my mind to relationship building, which are the beginnings, of communication, relationships and public relations relationships because I worked in the barangay. We call it barangay. It's the smallest unit of governance in the Philippines. You work within your neighborhood. It's a very prescribed area that you are a part of, and I worked there in a volunteer position, from high school up to college just before I graduated. And then of course there was Spanish work, so church work. it's like a lot of people were in my life early on. I think that already made me go into the path of communication and opened my eyes to what we know is the secret to all communication, which is understanding your audience. So it enabled me to get into the shoes of people. From all walks of life, different socioeconomic classes, different professions, and to try to learn how to do key messaging because, you had to win people over so to persuade them to support your programs. You had to convince them to get involved to engage them. And yet, you had to make presentations to at that time were elders in the community. And so, how do you represent the youth? amongst all the professionals in the community and gain their trust. At the same time, still not use your youth and your, being one of the young people in the community. So I think that was where it all started without my knowing what you will label now, as stakeholder relations or community relations. I didn't even know those were the labels All I knew was that it was so enthusing to be with people. It was challenging also because we had, community issues that we had to work on together. But looking back, I learned a lot also from the elders in the community how to stay calm in the midst of crisis. So again, beginning of crisis communication, issue management. these were the seeds that were planted then as a young person.

Adrian Cropley: 6:51

it's really amazing when you share that story because what is going in my head right now is that yes, you were destined to do this, but you had these amazing influences around you that was shaping the way you were going to think in the future. Because. Broadcast communication. it's the old term, right? You used to send stuff out. and so that that was the philosophy. But what you realize very early is that it's not just about sending out. It's about building those relationships so that you can communicate with people, not at people.

Ritzi Ronquillo: 7:29

Yes, that's right.

Adrian Cropley: 7:30

so where did you go to? I mean, obviously you studied that and it's funny, people come to the profession from many different areas, broadcast being your background from study, but what were some of those early jobs in your career and how did that shape you in what you ended up doing? what were some of the first jobs you did?

Ritzi Ronquillo: 7:48

So, when I, graduated. Of course, the happiest time of all parents is to see their children graduate. And so,

Adrian Cropley: 7:58

I will say.

Ritzi Ronquillo: 7:59

the university degree here is very, is very much aimed for by parents for the children so that they can, you know, open their Open their life and open the world. while job hunting, a few classmates of mine and I became radio talents for a learning series of the Department of Education here. it was a radio show. I love radio shows because you really have to use full use of your voice. full use of inflection, making the people, it's that engagement you have to do by voice and by sound, which is very powerful. after that, I became a communication resource person in a new office that had been spun off from a government, office. So it was a stint. it gave me exposure to quasi government work. It's called the Career Executive Service Board. It's the board that looks after career officials in public service. So it was a good exposure for me. Until, the energy sector called, and I got in for nearly three decades, nearly 30 years I was in, the energy industry. that's where I really cut my teeth in communication, mastering the tools of the trade. But I really loved it because I chose to be mentored. My mentors were journalists who were in the corporate communication office, then called, public information office. So as the youngest, I entered as a junior writer. They gave me the experience of being a cop reporter, so they would give me assignments, like, I would just, I'd walk in, and they'd say, go, get me a story, and I'd go, what are the guidelines? They said, just find me a story, something worth main story, or page one From being a junior writer, I learned the ropes from them. They're very strict. my qualifying exam to get into that job was to write on the spot, in one sitting, news and a feature story. they asked me to come back, and make a tri media campaign on explaining rates to the public. that was my qualifying exams. I got in, and they mentored me, I really enjoyed it because they taught me a lot of stuff, taught me how to write on the spot and think on your feet. finally, It was my turn to run the office, it was publications and communications, comp planning, all the publications, eventually I got moved to advertising and special events and the general public programs. So then you get, to understand that it's not just what you want to say. I did a lot of internal communication, especially when there were public issues. you had to work with a cross functional team to explain issues that were miss, to a misinformed public and making sure that internal public understands it so that they could help us explain to the public and be the backbone. Of support for the company. Then I got into construction solutions and cement manufacturing, handling country communications, dealing with regional and global. Colleagues and thing was, this was the time where there was a global merger, there was local asset acquisition, and corporate transformation. So it just like going through a PhD through all the years. from cutting my teeth with mastering the tools of the trade in my energy experience back at manufacturing, it now widened my scope I had to understand and work with multi cultures, global issues, regional issues, and make sure they understand local conditions and then merge it all. Make sure it supports the company and the market share is protected as well as share prices because both companies I joined were publicly listed companies. it was very strategic. for me, it was a good rise from tool mastery to strategy and then to, of course, people and diversity. cross functionality, issue and crisis management, customer and stakeholder relations. And then that was the time also I was very active in associations and I still am. And that's where I had the privilege of meeting you. So communication leadership in associations. then I guess a natural place to go was to begin training and teaching. So now I train and teach subjects like, event management PR, organizational writing. The latest one I taught was ethics in communication and communication planning and management.

Adrian Cropley: 13:10

Yeah, and some of those robust topics that you're now training in, they're all from that experience base that you've got

Ritzi Ronquillo: 13:17

yes,

Adrian Cropley: 13:18

throughout your career. it's, obvious and anybody that checks out your, your LinkedIn profile also will see the, the progression that you made. To senior roles within organizations, and then where you've run this beautifully parallel kind of doing the work and the job working in different organizations and different roles, but also volunteering at the same time, what, what was some of the, the, I guess, some of the big moments that taught you the most, let's, let's look at your career to, to begin with. Is there a couple of things you would say in your career that said, I learned the most when I was doing this particular job?

Ritzi Ronquillo: 14:00

when I was going through the most difficult times.

Adrian Cropley: 14:03

Right.

Ritzi Ronquillo: 14:04

I always tell my team those I train, and my students, the best crisis managers are those who go through the worst of times. It teaches you to dig deep into your strengths, values, passions, and purpose. you have to be a stable person. objective, you have to be fair, and yet you have to be decisive in spite of the fact that you have to be exposed to different points of view. I think also rising from the ranks, has, I, I kept the lessons of what it is like to, to feel what it is like to be a struggling new worker, then to be a manager or a supervisor, then a manager. To understand what it's like, it would be different to present to your team, to the president, to the board, to, stakeholders, publicly. So, you get to see the nuances. And how you really have to understand and read your audience, you have to understand what would be appropriate, the timing of it, the right key message for it, how to stick to it, and yet how to be, open to go with the flow and the decision making. When should it be done? When should you stick? And when should you go with the flow?

Adrian Cropley: 15:30

What I sense from this is there is maturity as you go through your career that gives you all of these skills, but then how to deal with some of the situations you get as you advancing in your career and that, you know that what does position you for leadership and, you know, you were destined for communication, but I also think you were destined for leadership because a lot of what you're doing in your volunteer work now is a lot of leadership roles. In fact, I see you as the leader that is behind the emerging leaders in our world today. I know you mentor a lot of people and you encourage and get them involved. How important was volunteering to help build your skills as a communication professional and build your leadership skills? How important was that for you?

Ritzi Ronquillo: 16:21

It was important to get to understand yourself. You define yourself, especially in happy situations and difficult ones. you define yourself clearly because you have to make decisions. you have to know whether you push, pull, go on the offensive or retreat, regroup, reflect, and then come back with a better outcome. with a better way to do things. another is, that, you also get to know how to deal with different types of people. of course, it's not just a walk in the park. You have to sometimes feel that, I mean, but the surprises that I found along the way is that Sometimes, the persons who you think are in your way, as you continue to work with them, they come out to be the best team members and colleagues you could ever have. So then, the other lesson I've learned along the way is, you have to give people chances. You have to believe that there's some good in each one, and I think that's one thing that has kept me going, too, we do what we do because we cannot ask people to be any less of what they are. But instead, we have to bring out the best in them and hopefully meld the best in this person, that person, bring it together. So that's cross functional because each one is unique. You cannot be the same. the important part in leadership, I think, is showing that there is a North Star, a constant focus, and that if everyone understands why he does what he does, it makes sense. And then everybody can give his best. come to the table with your strength. And anyone who, may not always be in a bad hair day. I tell my team, if you're going through a bad hair day, let us know. Don't keep it because we might misunderstand you. Another thing I've learned is, if there's something amiss, Say something, whether it's something you did or your team did or did not do. I would always go up courageously to whoever I should go to. And tell him there's a problem. I remember he would tell me, why are you telling me this? I'd say, because if the next hire up to whom you report to gets wind of this and you don't know what it's all about, that's not going to be good for you. So I guess it also helps that. You let the people you work with know that what you do is also for their own, because you're looking out for the, for them as well. that builds the trust because they can turn to you and tell you stuff. I would often tell my team and whoever I report to, you have to tell me the whole truth, nothing but the truth. if you hold, hold on to some crucial, which you think are minor, but crucial details, Transcribed That might turn the tide. I will not be able to give you the strategy and tactics that you rightfully have to have. So, there are many nuggets along the way, something you don't learn sometimes. Well, of course, you know, those theories, but it comes along with working with people in good times and in bad.

Adrian Cropley: 19:45

it's I, I, I see your, your journey is a little bit like a reverse Santa Claus is you've got this big sack and you just keep picking things up and putting it into it and then using that along the way as the gift back to people in terms of knowledge and experience. what has always amazed me. Ritzy is how well you adapted to leadership globally, particularly in your volunteer roles. you've done key leadership roles as IABC Philippines chapter president. and you've, you've done the regional leadership role and you sat on the executive board for IABC and shared. your knowledge. Thinking about those things. is there a moment in your volunteer world where you really went, I really enjoyed being part of this? And why was it that you really felt that you enjoyed being part of it? what are you most proud of?

Ritzi Ronquillo: 20:42

Shaping the organization. Knowing the organization very well, and then beginning programs that will move it forward. My three key pillars whenever I lead an organization is good governance, relevance, and viability. They have to go together. The good governance is because the integrity, the trust. that they know that you're, you're always above board and trust the relevance is through the programs and projects, that offer. growth to the members and position the organization as part of an ecosystem. nowadays it's not just within the community or your country but you go regional and global and cross functional could be cross functional regional cross functional global. And viability because, of course, how can you deliver on what you have planned, if, for example, you have not also made sure you have the right resources, whether they are people, whether they are, the budgets that you need. I'd always say that whenever I handle a project. I'd be happy if it breaks even, but it's got to be something worthwhile so that the organization can use it to plow, you plow it back in. Continually moving forward. But again, that would mean really engaging people. I look back to my early years as a youth leader, when you deal with community volunteer work, there is no budget. you have to know who to tap and sell the idea well enough that it's good for the community. Your key messaging is very important. Your timing, how you position it. so they will come in and help we're very lucky to have found like minded people you reach out to your network and ask for help you try to position what you're offering into something they need so they know it's worth their while. it really comes to, consideration for the other person. You only do unto others what you want others to do unto you. if that comes across strongly. They will understand. Of course, there are limits. my corporate experience has taught me that good intentions are not enough. You need a balanced scorecard. You have to deliver on market share. You have to watch the share prices. that's the viability part you have to watch out for. it's a balanced thing. You really have to do as a leader. communication and leadership are inseparable.

Adrian Cropley: 23:25

Absolutely. what valuable lessons you're sharing here. as I reflect on what you've just spoken about, you talked a lot about those business terms. this is where you move from being the communication professional to being the business professional with communication skills. So it's saying I've got this background and leadership communication go hand in glove. But. To truly get ahead, to lead an organization from the position of communication, you really need to understand the business.

Ritzi Ronquillo: 23:57

The corporate companies that I have been with, are not communication companies They are technical, technical companies. And so the people I would work with are majority, they were really technical people, engineers of various types of engineering, field personnel, analysts, and people who are very comfortable with project management, process flow, the quality management, very technical. but I realized that Exactly. You go to the table with your strength. They needed somebody who had a communication background. So that's what I offered. And I, I shared whenever I would join multifunctional teams, or whenever I'm leading one. But. I also had to spend time understanding where they're coming from. So I had to know the process. I had to know, I had to understand the electric overhead distribution system and and the,

Adrian Cropley: 25:03

You can't communicate on it if you don't know it.

Ritzi Ronquillo: 25:06

Exactly. How can you explain and help them in dealing with customers if you do not understand the intricacies and the process? And so the value chain of, manufacturing, you have to understand that. The, synergy of manufacturing with, logistics and with sales and marketing, you have to understand that because in the end, especially when you're already in a senior management, position in a company, you're not just seen for your expertise but you're part of a bigger team and you have to think like a CEO. I'd always tell myself and my team, think of it this way. This is our company and organization. Would you do that if this was something you owned? Would you pick up every single, paperclip on the floor if you were the entrepreneur or CEO of that startup company? Wouldn't you see that as a cost. that's why I'm very grateful for trainings on activity based cost management. We had to go through that or exposures where you sit in with the engineers and understand how the electric spot market is done. So you sit in with, investor relations. work with the governance or compliance officer, or do plant walk bys, and safety checks with the safety engineers. If they know you walk the talk, the goal, in, quality management is, the genba. Get your information firsthand, go to the site, talk to the people there, get exactly what is it that keeps them awake at night, or are there pain points, or are there happy moments, then at least you as a communicator and as a leader will know what you have is firsthand. It's not filtered.

Adrian Cropley: 27:02

It's true. True signs of a, strategic advisor, and the person that walks besides the organization, Ritzy, thank you so much for sharing so much of yourself today. It's been an absolute pleasure talking to you, as it always is.

Ritzi Ronquillo: 27:21

Thank you so much, Adrian. And I'd like to say thank you not only for this conversation, but for being such a champion of communication, not only in our region in APAC, but also globally. And that you're giving opportunities for communicators like me. To express themselves and share the experiences we have had through the years in the profession. So, thank you very, very much.

Adrian Cropley: 27:52

Ritzy, it is always my pleasure. thank you very much. That's very kind of you. and thank you for joining me. Today, it's been an absolute pleasure talking to you sharing your lessons, your journey, and for being the wonderful person that you are Ritzy, you've always been the most genuine communication professional. you truly have lived those communication lessons. You saw back in the broadcast days that communication was about relationship, and you truly have done that. So thanks Ritzy for joining me. and thanks everyone for joining us on today's episode of A View From The Top I look forward to catching up with you all on our next episode. Take care and goodbye.

Ritzi Ronquillo: 28:39

Thank you and Mabuhay!