Reposting of an article at the Inquirer about Bro. Maximino J. Edralin, Jr. (Epsilon ’52) and his celebrated career as a PR man, a man who for many years has inspired generations of PR practitioners in the country with his energy, his zest and his unyielding commitment to professional ethics.Article from the inquirer by Ramon J. Farolan
http://archive.inquirer.net/view.php?db=1&story_id=270431 / Submitted by Sis. Syl Carpio-Ilao.
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On Wednesday, “Friends of Manong Max” will pay tribute to one of the pillars of the Philippine public relations industry, a man who for many years has inspired generations of PR practitioners in the country with his energy, his zest and his unyielding commitment to professional ethics.
The gathering dubbed “Wen, Manong” (which basically means, “Yes, sir.”) will honor Maximino J. Edralin Jr. (Epsilon ’52), my cousin and townmate from Sarrat, Ilocos Norte who for the last 50 years has worked skillfully and with dedication in the vineyard of public relations. The affair will be held at the Peninsula Hotel from 4 p.m. to 7 p.m.
Several weeks ago, Max suffered a double loss. First his wife Fe succumbed after a long battle with cancer. This was followed a few days later by his granddaughter Alexis, one of the country’s best sopranos, also losing out in a debilitating fight with leukemia. We were in Vancouver when word reached us of the tragedy.
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Max Edralin, or “Nonoy” to his townmates, exemplifies the rags-to-riches tale of a Horatio Alger, or perhaps more accurately, the rewards of industry, frugality and sobriety that we often associate with those who have achieved success in the face of difficulties and obstacles that would have discouraged most other individuals.
In 1953, after graduating from the Ilocos Norte High School, Max joined the Philippines Herald as a messenger/janitor, hoping to save money for a college education. In his spare time he learned how to use the typewriter and improve on his English language skills. He also hung around the editorial desk, absorbing much of the action that took place among the reporters and editors. After a while he became a proofreader and was later promoted to reporter with the military as his beat.
One of the landmark cases on the confidentiality of news sources involved Max. He refused to reveal the source of a news story on a murder case about then-Justice Secretary Oscar Castelo. As a result, the judge sent him to jail but he was later released on bail on orders from the Supreme Court. Because of this case, changes were made in the law concerning confidentiality of news sources. Today that law has provided greater protection for newsmen in protecting their sources of information.
After 10 years with the newspaper Max decided to try his hand at public relations, serving as a special assistant to Secretary Cornelio Balmaceda of the Department of Commerce and Industry. This would be followed by a stint with the Southeast Asia Treaty Organization (SEATO) office in Bangkok. Upon returning home he joined San Miguel Corporation as a media relations officer.
In 1973 he moved to Citibank N.A. where he retired as vice president / public affairs director after close to 20 years with the company. He still keeps busy as a consultant to the Bangko Sentral ng Pilipinas, as well as the Association of Development Financial Institutions in Asia and the Pacific.
Aside from his work with the Boy Scouts of the Philippines, where he is currently a member emeritus of the National Executive Board, perhaps Max’s involvement with Operation Smile Philippines may have provided him with one of the great satisfactions of his life.
One of the most pitiful deformities a child can ever have is a cleft lip or palate. This is a condition where a split or opening occurs in the roof of the mouth. Max served as president of Operation Smile Philippines, helping children with deformities to attain a better chance in life. Fixing cleft lips may seem like no big deal but for those without the resources for an operation it could mean almost a miracle for them. And Max through his work with Smiles made dreams come true for many of these children.
Max is a recipient of the Anvil Gawad Panday, the highest award of recognition from the Public Relations Society of the Philippines. The Boy Scouts of the Philippines has also bestowed on him its top award, the Gold Tamaraw. And from his hometown of Sarrat, the Millennium Role Model Award was given for his work in the field of public relations.
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Max on the loss of Fe and Alexis:
“The terrible consequence [of the twin loss] is a wavering belief in the justness of God. I am not persuaded that it is right to take the life of this girl whose only desire is to use her talent for singing to make people happy. I went to a priest a few days ago to seek enlightenment. I expressed the desire to see Pentecost in my life so that I would be consumed by the Holy Spirit and understand. The priest looked at me straight in the eye and said, ‘Have you asked yourself who sent you here?’ I am beginning to understand as I must understand for my own sake. But it may take time for me to accept and to adjust to the loss of Mom and Alexis. I will miss them so much as they were very much a part of my life. I must now find a new meaning for my own existence because all that has been shattered by their death.”
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