How Reputation Risk Management Can Support Tourism


Amor Maclang listens to a student talk about
U.S. TV series ‘Scandal’ | via Juseph Elas
In a short seminar at the Ateneo de Zamboanga University (AdZU) Mass Communications Complex held December 14, Globally-Award Winning Brand Architect, Amor Maclang, presented what could be done to combat the damage on the image of a brand. In the seminar, the brand she focused on is the island of Minadanao.

One of the highlights of her short talk was about the siege in Zamboanga that tampered and damaged the image of Mindanao as a whole coupled with the other grave scenarios that continues to plague the land.

Maclang clearly enumerated the components of a crisis and what is a crisis. She also talked about how this can be used to architect the land and thereby change the image of the land.

She also gave an overview on the stages of a crisis. She said that the three stages of crisis are pre-crisis, crisis, and post-crisis and that each stage corresponds to actions that must be taken seriously to be able to address the crisis and be mitigated.

Here are some of the contents of her short seminar.

Another striking point during her talk is the the increase in the number of people leaving their own land in search for a better future. She said that we have to realize the potential of our own land, invest in it, and witness how this will grow which in turn will result to people not seeing leaving their land as an option.

She quote former U.S. President John F. Kennedy “ask  not what your country can do for you, but ask what you can do for your country.”

Maclang believes that the Philippines, Mindanao in particular, has the potential in terms of tourism to boost the economy and thereby impregnating jobs for the people. And communications students should be a part of promoting their own land which she believes will drown all the negative images of that land.

The seminar was attended by students coming from the Ateneo de Zamboanga University Masscom majors, Management and Accounting majors and International Studies majors. It was also attended by Journalism and Broadcasting majors of Western Mindanao State University (WMSU). 

Maclang urged the group of students to help in the image reconstruction of Zamboanga especially after the siege that struck in the morning of September 9. She promised to be in touched to be able to realize the plan since she is very much hands on in helping build the brand that is Mindanao.


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