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Security Bank President and CEO Alberto Villarosa communication strategy was simple: increased openness in terms of stakeholder and media relations through improved internal and external communication lines. After almost thirty years of banking experience, Villarosa realized that utilizing this simple yet basic communication strategy is a surefire way of achieving a balanced and concerted effort at achieving corporate goals and targets.
The International Association of Business Communicators or IABC acknowledged this stellar achievement by honoring Villarosa at the 2006 CEO Excel Awards held November 8, 2006 at the PICC Forum, CCP Complex. Under the banking, finance and insurance category, the award-giving body recognized the achievements of Security Bank this year as well as how it has broken through targets and perceptions from the previous years.
Using every available venue
Villarosa took advantage of special events celebrated by the Bank. The year opened with one of biggest events in the Bank’s history – the 55th year anniversary. This is a series of events that range from acknowledging our valued consumer and corporate clients to getting a better appreciation of the role of media in the banking industry. The theme across all the events is “shared success with customers” – customers here mean both the direct and indirect customers from which the Bank deals with on a frequent basis. The activities range the whole gamut of parties and celebrations (i.e. Special Anniversary Party) to formal and informal business gatherings (i.e. First Half Performance media briefing), Movie Premier for all employees, Golf Tournament, Moon Fest celebrations with customers and employees. These activities prove Security Bank’s sincere gratitude to all its customers.
This same strategy extended to investor relations and took it to a higher level. The Banked revamped investor briefing materials and frequency of briefing activities. Along with Bank CFO Carlos Borromeo, they took part in briefing roadshows within the Southeast Asian region, the United States and in Europe as well as did one-on-one sessions with equity analysts. Again, the purpose of which is to directly communicate to current and prospective equity shareholders the directions the Bank is taking.
Being on the same page
Another venue for which communication is very important is towards the media. Villarosa had the senior management team undergo media training in order optimize top level executives who have excellent communication skills. This further proves that Villarosa recognizes the importance of being very accessible to media and in providing a regular stream of information to its various stakeholders.
They say that approximately 80% of the President’s time is spent doing public relations work, Villarosa just wanted to share the responsibility with his management team so they can better answer media situations when he is not available. The media training went through the slew of exercises; from basic interviewing skills to crisis management to message development and effective communication. This particular activity proves Villarosa is determined to make Security Bank the most approachable as well as knowledgeable local bank in the industry today.
Another internal communication drive Villarosa spearheaded is the Strategic Plan Roadshow. Back in 2003, a Strategic Planning session was held in Xiamen China which involved key senior officers with some Board of Director to craft the next 5 year corporate strategic program. This activity harnessed the combined wisdom of the management team which in turn trickled down as an internal roadshow where the CEO personally goes the rounds of all the areas, including regional branches, to inform and explain the program to its internal stakeholders. Villarosa recognized that everyone in the organization has a vital factor in delivering the commitments of the plan to our external audience.
Addressing bumps on the road
One of the biggest communication challenge are related to the publicity campaign to address the perception issues by some strategic target publics that the Bank is small versus competition and at times a possible target for take-over. Recent reports about the Bank’s performance and the other activities it is undertaking would arrest these perceptions. It also reinforced the Bank’s position as a stable, competently managed financial institution which shall remain independent amidst the spate of consolidation in the banking industry.
Another program implemented this year (that is still ongoing) is a corporate publicity campaign highlighting the achievements of the Bank and the headway it has made in the local and regional banking industry. The challenge addressed by this project is the low awareness level of the public on what the Bank has done and what the Bank stands for. To support this initiative, efforts were directed towards sending out regular press releases about the Bank’s performances, awards, community projects such as scholarship grants and livelihood projects, product launches, branch opening and other relevant news for the public and the various stakeholders.
Exceeding expectations
The management team is currently implementing their plans for the next half decade. Villarosa has made it evident that sustaining the communication plans solidifies his commitment to make Security Bank the most accessible experts in today’s local banking industry.
Photo shows (from left) are: Rey Anthony David
Jr., Great Wall Advertising President, Bong
Osorio, CAPRI President, Alfonso Raquel,
GMA Network, Inc OIC for Corporate Communications,
and Alberto S. Villarosa, Security Bank
President and Chief Executive Officer. |
