an article on 2013 senatoriable jv ejercito caught our attention. (see below) the headline struck us like a baseball bat – it was a headline that had a contradiction in it. on one hand JV says he wants to be his own man but the lead in the headline identified him as “estrada’s son”. it’s either you are estrada’s son or you are yourself, an ejercito.
contradictions from senatoriable jv ejercito? we were not surprised. over at twitter (@wawam), we have talked about the many other contradictions from ejercito, including the name change that ejercito had done for himself.
the first paragraph in the PDI article plainly states what it also found as a contradiction:
He likes to be known as his father’s son, yet senatorial candidate Joseph Victor “JV” Ejercito also says he wants to be his own man.
there were many more contradictions found in the article :
ejercito is very much swimming in contradictions in that article that it almost made us dizzy. at first we thought maybe the dizziness was caused by a poorly written news article. that has happened before. but after reading the article at least three times, we thought the dizziness was not being caused by poor newspaper article writing, it was ejercito himself that was causing it with the contradictions he was dishing out in rapid succession.
this is bad news for ejercito from a marketing and advertising standpoint – an identity crisis is always not a good thing to have in winning election campaigns. before consumers or in this case voters make a choice, they need to first know who the candidate is. ejercito seem to be using two sets of names, estrada and ejercito in different occasions and media which may put voters confused and unable to pin down who exactly is ejercito.
this identity crisis on its own is bad news but pair that with swimming in contradictions and it can be well, drowning to death. ejercito is obviously unable to adequately explain or give a good reason for the change in name.
half of ejercito thinks the name change is a good thing while the other half thinks its a bad thing, hence he goes to one end to the other like a pendulum gone crazy. ejercito seems to have one of his foot step on the other in every explanation he gives. we find it strange that senatoriable ejercito gives both good and bad things in the change of his name in the same interview.
we think poor or weak brand identification is one of the key reasons why UNA senatoriables suffered dramatic losses in rank and rating in the last SWS senatoriables poll.
is jv ejercito following in the footsteps of UNA?
(note : jv ejercito is one of the top losers in rank and rating in the last SWS senatoriables poll)
(note : knowing PDI editors, we think the contradictory headline was intentionally written by them.)
read in full here : http://newsinfo.inquirer.net/371355/estradas-son-jv-wants-to-be-his-own-man
in the news lately is the controversial poster put up by a Bacolod church – the “Team Buhay” (Team Life) and “Team Patay” (Team Dead) posters. the posters contain a list of names of election candidates who voted yes and no to the RH Bill which was recently voted into a law. the bacolod church is asking the parishioners to to vote for the Team Buhay candidates who voted against the RH Bill and consequently not to vote for the candidates who voted for the RH Bill who are listed under Team Patay.
this controversial poster has taken a lot of flak many. we agree with some of them, one is the church has transformed itself into a political party by endorsing certain candidates and not endorsing others.
this is no longer about religion or teachings about the church, this is about getting certain specific names of candidates not getting elected and elected. it does not talk about church teachings, all it talks about is names of candidates.
the COMELEC has asked the church to change this poster to which the church replied by challenging the COMELEC ruling in the supreme court.
but in the past days, activists in bacolod have fought by releasing their own list through text messages. this list is called the “Team Tatay” (Team Daddy) that has the names of priests and bishops who have fathered children.
read here : ‘Team Tatay’ lists 5 Negros priests as fathers; Ay, ‘patay’! http://newsinfo.inquirer.net/370979/team-tatay-lists-5-negros-priests-as-fathers-ay-patay#ixzz2N7a3K8uH
we think the term “Team Tatay” is an excellent case study in Messaging 101. it is a brilliant name that turns the Bacolod church’s terms of Team Buhay and Team Patay into a boomerang.
“Team Tatay” goes straight to the heart of the issue the activists are bringing up where priests have lost the moral high ground on the issue as they themselves have committed “grave sins” by fathering children themselves. aside from that, the line is brilliant as it uses essentially the same words used by the bacolod church. it even rhymes with “Team Buhay” “Team Patay”, is very easy to remember and very creative.
on strategy, clarity, on message and memorability are the key components of a brilliant messaging.
on twitter we had these questions:
read : Bacolod diocese: No to these 6 Senate bets –> http://www.rappler.com/nation/politics/elections-2013/22321-bacolod-diocese-no-to-these-6-senate-bets
this is the statement by cynthia villar from that video that got pinoy nurses, apparently from all over the world, very angry at her.
“Ang sinasabi namin sa kanila na ‘actually, hindi naman kailangan ng nurse na matapos ang BSN (BS Nursing). Kasi itong mga nurses, gusto lang nilang maging room nurse,” Villar said, as she responded to a question posed by Winnie Monsod.
“(Kasi) sa Amerika or sa other countries, ano lang sila parang mag-aalaga… Hindi naman kailangan silang maging ganong kagaling,” she told Pagsubok sa mga Kandidato aired over GMA News TV.
pinoy social media was abuzz for two days now about it.
for us, the crucial question was – what did she mean by “room nurse”? is there such a classification or job as “room nurse”? we had tweeted the question to cynthia villar but we have had no answer from her yet.
we are not a nurse nor from the medical field, so we do not know anything about nurses and nursing. how is a “room nurse” different from the other nurses? we know of emergency room nurses, operating room nurses and pediatric nurses but we have not heard of the “room nurse”.
we assume the nurses who go to our hospital rooms are fully trained and experienced on medicine and science, not just fixing bed sheets. they do give us medicine, injections and IVs so we think that demands medical training.
villar seem to regard the “room nurse’ as similar to a hotel’s chambermaid whose job function is to clean and keep the hotel room in order from linens and everything else in the room. with that thinking, villar seem to be saying “room nurse” students will not need “technical” training or schooling on medicine and science.
to us the role of the “room nurse” who go to our hospital rooms is as important as the doctors who see us in keeping us healthy. in fact the nurse is on duty 24/7 while the doctor visits their patients at most twice a day for a few minutes to half an hour at the most on each visit. the nurse who is available 24/7 will need to make judgement calls when something happens to the patient, so we think her knowledge and skills go beyond bed sheets.
both cannot make mistakes and both need to be good at their jobs. they perform different jobs but their success or failure have the same impact on the patients they take care of. we also think both need training although not in the same degree on medicine and science.
but we are guessing that is what villar meant. the question goes back to what we said – is there a real job category such as a “room nurse” in the context that villar meant?
this was the explanation of villar after her statement became viral in social media.
Villar issued a statement after her answer went viral on social networking sites.
“The issue was really beyond me. I just interceded as chairperson of the House Committee on Higher and Technical Education. I have no power neither over CHED nor the nursing schools. As I said, my conciliatory efforts were overtaken by events—the charges filed by the schools against CHED officials,” she said
. “The 30-second limit for me to answer the question posed on the news program was too short to give the complete details surrounding the issue. I hope that this statement will clarify the issue. I am sorry if it has created confusion. Thank you,” Villar added.
we do not think her statement actually answered anything, specially the things that got many pinoy nurses angry about or got insulted from. some are even wondering whether villar thought “RN” meant “room nurse” instead of “registered nurse”. the answer is way off and did not seem to have an understanding of what the issues are and what were insulting in her statement. she seemed to have explained and apologized for the wrong thing.
this is an unfortunate statement from cynthia villar specially that she has positioned herself as the “job creation” senator. in fact, her advertising calls her as “mrs. hanepbuhay”. she is so serious on it that she even went through the trouble of asking the COMELEC to agree to include “hanepbuhay” as her “alias” on the official ballots we will be using for the election. we will be reading that alias beside her name.
this episode though shows a huge disconnect (same word winnie monsod used in that interview) in that a senatoriable who positions herself as the “job creation” senator is unable to appreciate the job and profession called “nursing” and laborers called “nurses”.
we wanted to get to the bottom of what a “room nurse” is. we think the used of that term is the crux of the matter. thanks to @alvindakis. here is what we got:
this morning, march 4, 2013, @cynthia_villar issued this apology: