FROM the founding father of Public Relations, Edwards Bernays who authored the book “Crystallizing Public Opinion” in 1923 to modern PR practitioners, relationship-building has been a core principle of successful communication strategies for over a century.
Now more than ever, PR professionals acknowledge that building meaningful relationships with your public is pivotal. One of the ways to achieve a robust connection with stakeholders is harnessing the soft power of arts and culture. Maintaining this well-established bond can be had by channeling both arts and culture’s magic to create special moments for people, connect individuals, communicate messages, shape beliefs, and renew interest in aesthetic experiences.
At Far Eastern University, the commitment to promoting art appreciation extends beyond its physical structures and artworks. With the establishment of the FEU Center of the Arts (FCA) in 1990, it endeavored to serve as a hub for Filipino arts and culture among students and the wider community through various programs encompassing the performing arts, visual arts, cinematic arts, campus tours, and heritage walks. The FCA strives to keep Filipino arts and culture alive and thriving.
Lifting the words of former FEU president Michael M. Alba from the book “Silanganan,” the public will have “a spirit ennobled by art, a rediscovered sense of country, and history, burnished pride in the Filipino, and a better and deeper appreciation of holistic Filipino education, and a university’s role in the life of the nation.”
FEU opens its Manila campus to the community for art appreciation tours, allowing visitors to immerse themselves in the “national treasure that the FEU campus is.” Pre-registration is required for these tours, which are available on Wednesdays and by appointment.
FEU’s initiatives reflect its institutional principles and align with global goals for sustainable cities and communities. By safeguarding Filipino memory and advancing cultural appreciation, FEU contributes to enriching society and preserving national identity.
In 2005, FEU’s five art deco buildings were granted the Unesco Asia-Pacific Honorable Mention Heritage Award. Recently, FEU received prestigious recognition from the National Commission for Culture and the Arts (NCCA) as six of its buildings were declared National Cultural Treasures, another distinction that underscores the university’s commitment to preserving Filipino heritage.
The designation, conveyed through Museum Declaration-1-2018 by the NCCA, marks a significant milestone for FEU. The buildings include the Nicanor Reyes Sr. Hall, Administration Building, Admissions Building, Architecture and Fine Arts Building, Science Building, and the FEU Chapel. Each of these structures serves as a testament to FEU’s rich history and contributes to the nation’s architectural tapestry.
FEU’s status as a living museum is further embellished by its collection of artworks that depict important aspects of Philippine history and culture. The “Mosaic of Our Lady of Fatima” by National Artist for Visual Arts Vicente Manansala is on the façade of the FEU Chapel. Entering its hallowed sanctuary, visitors are greeted by the masterpieces of National Artist for Visual Arts Carlos “Botong” Francisco, including the “Stations of the Cross” and “The Crucified Christ.” A fourth artwork by Botong that was also declared a National Cultural Treasure is his Fluvial Festival which hangs in FEU’s Administration Building. Other National Cultural Treasures in the Administration Building are the “bas reliefs” of Italian artist Francesco Ricardo Monti, which chronicle the different historical eras of the Philippines, “Empowering the Youth through Education,” the country’s largest art deco mural by Antonio Dumlao and his “Sarimanok Triptych” in crushed glass and resin.
Overall, arts and culture can connect people, foster emotional confluences, and engage diverse audiences. By integrating arts and culture into a PR strategy, like FEU’s commitment to preserving its timeless cultural and artistic artifacts, organizations can build relationships that are based on shared experiences, values, and a sense of community.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier organization for PR professionals around the world. Rowena Capulong Reyes, PhD is the vice president for Corporate Affairs of Far Eastern University (FEU). She is an executive committee member of the Metro Manila Film Festival 2023 and heads its education committee. She was formerly the Dean of FEU Institute of Arts and Sciences and Colegio de San Juan de Letran. She is the immediate past president of the Philippine Association of Communication Educators (PACE), serving two terms.
We are devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com.
Image credits: FEU Media Center, FEU Guides