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jv ejercito’s identity crisis, he is swimming in contradictions

March 11, 2013 Leave a comment

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.

Read more: http://newsinfo.inquirer.net/371355/estradas-son-jv-wants-to-be-his-own-man#ixzz2NCVc5Ibm

there were many more contradictions found in the article :

ejercito contradictions

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.

(read here : dramatic drops for UNA & dramatic increases for Team PNoy in february SWS sentatoriables survey)

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)

ejercito PDI

(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

senatoriable Cynthia Villar’s “room nurse” statement angers pinoy nurses from all over the world

March 3, 2013 26 comments

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.

source : http://ph.news.yahoo.com/villar-draws-nurses–ire-with-controversial-statement-043702029.html

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.

source : http://ph.news.yahoo.com/villar-draws-nurses–ire-with-controversial-statement-043702029.html

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”.

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this was the facial reaction that winnie monsod showed while senatoriable cynthia villar mentioned her “room nurse” statement

————

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:

photo (5)

photo

——

this morning, march 4, 2013, @cynthia_villar issued this apology:

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malacanang delivers THE BOMB on senatoriable mitos magsaysay

February 1, 2013 2 comments

Palace to Mitos: Thanks, but no thanks

By Willard Cheng, ABS-CBN News
mitos magsaysay

mitos magsaysay (picture by PDI)

 

MANILA – Malacañang doubts that United Nationalist Alliance (UNA) senatorial candidate Mitos Magsaysay wants President Aquino to “succeed,” disputing her statement that UNA senatorial candidates give constructive criticisms to help the administration “to be the best that it could be.”

“Thank you Rep. Mitos but the President and his Cabinet do not need a US Army slogan to excel. The President has been doing good governance for the past three years, much admired by both the local and international communities, notwithstanding your ‘friendly’ help,” presidential spokesperson Edwin Lacierda said in a text message.

Deputy presidential spokesperson Abigail Valte described Magsaysay’s statement as a “turnaround” from the critical statements that Magsaysay has issued about President Aquino.

Valte pointed out the Magsaysay has called Aquino several names.

Magsaysay once described Aquino as “the most amateur, stubborn, laid back, lazy, immature, and least knowledgeable president we ever had.”

That is certainly a turnaround from the two-and-a-half years worth of statements that Representative Magsaysay has been issuing against the President. Very early on, she had already let loose of several names about the President… With friends like that, who needs enemies?” Valte said.

“She’s not in the slate of the President. That speaks volumes for itself,” Valte added.

Lacierda earlier said that UNA senatorial candidates are confusing the public by wanting to be associated with President Aquino to increase their chances of winning but have been very critical of the administration.

source : http://www.abs-cbnnews.com/nation/02/01/13/palace-mitos-thanks-no-thanks

mitos magsaysay since noynoy aquino became president had nothing but criticism and disdain on aquino on every any topic, with or without an issue. for some reason, mitos is always interviewed by media and for some reason she has given some comment, or the other on anything aquino does. and more than always, she would give a negative comment.

this reaction on malacanang to mitos is understandable and certainly deserving of mitos magsaysay.

nitos is on the 21-22nd spot in the latest SWS senatoriables, a long way off from making it to the top 12.

2013 Senatoriables SWS survey – cynthia villar should fire her advertising agency

January 28, 2013 9 comments

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key points on the top 12:

  • top three continue to be legarda, escudero and cayetano (alan peter)  in that order. they have been the same top three in the three surveys conducted by SWS
  • among the top 12, poe had the largest increase in ranking, by 10 places to rank #10 from rank #20 in the previous survey
  • other biggest increases in rank are for enrile (jack) at +2, now #8  and honasan  at +3, now #5
  • cayetano and enrile have been running tv political ads and may be showing its impact in the rankings
  • the largest decrease in ranking is with villar (cynthia) who dropped -4 places, now #8 from #4. it appears villar’s heavy tv advertising is not working for her.
  • it’s interesting that villar’s first name is officially listed in the Comelec and we assume on the official ballot as “Cynthia Misis Hanepbuhay”. this will probably be villar’s positioning in her ad campaigns
  • other biggest decreases in ranking are on binay (nancy), -3 places to now #12 from #9 and zubiri -2 places now #7

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key points on the bottom 13 to 24:

  • a major increase  was gained by villanueva who now place at #23. he was not on the top 24 in the two previous surveys. this is the result of his announcing his candidacy.
  •  the following suffered in ranking –  aquino, madrigal, maceda, magsaysay (mitos) and casino. 

we would recommend the following: 

  • villar to fire her advertising agency and immediately change her advertising campaign. her ads even though aired very early and spent heavily is not working for her. 
  • it is still too early to tell. these rankings will still change and some could be dramatic changes as the real campaign starts.
  • candidates should be doing heavy voter research now for the purpose of improving or airing new political ads.

senatoriable nancy binay’s TV ad – empty promises glorified

January 17, 2013 3 comments

nancy binay, daughter of vice president jejomar binay will run for senator.  she released a tv ad, legally epal, with the tagline “Kay Nancy Binay – mga bata gaganda ang buhay” (With Nancy Binay – children will have a more beautiful life).

the ad positions the senatoriable as pro children with the  specific promises of improving education (“gaganda ang edukasyon”) and improving health (gaganda ang kalusugan”) leading to a more beautiful life (“gaganda ang buhay”) for the children.

it is an interesting positioning as it specifically places nancy on a pro-children promise. we do not remember political candidates having taken this positioning in the past. question is, is this enough to get her elected? is children’s good life a compelling proposition to voters? we assume some research has been done on this one.

while nancy’s advertising positioning and promise  is specific to pro-children, it is not specific on exactly what she plans to do in promoting the “good life” of children through “good education” and “good health”. it does not specifically answer the question – how will she do it?

in advertising, what is missing is called the “reason why” or the support. it tells the audience how will the candidate deliver the promise, what will she do to make it happen.

from an advertising technical standpoint it does have a “reason why” – it uses her dad, vice president binay with copy that says “mana sa kanyang ama” (“takes up [inherit] from her father”)  but does not say any specific action that nancy will take to improve education and health for children. all it does is to ride on the general popularity of her dad. after all, he did get elected vice president in the last presidential elections.

but jejomar is a weak reason why for the promise of children’s welfare – he is not known to be a children’s welfare advocate. in fact his ads during the vice presidential campaign were more on the general progress in the city of makati and the specific benefits residents of makati have gained while he was mayor there, children’s welfare was hardly mentioned.

the reason why, specially in political ads is very important. it gives specific promises as to what plan of action the candidate will do when elected into office. using a reason why that does not connect to the promise is of no help and of no consequence, it is like having none at all.

in this ad, nancy binay gave empty promises that we doubt will get her elected. it’s a WAWAM – what a waste of advertising money.

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