Finding CID Communication is like finding and choosing another family. I never imagined that I would be able to stay this long – almost ten years to count – in an organization, where pressure and challenges come hand in hand every now and then. As the great American writer Mark Twain said: "Find a job you enjoy doing, and you will never have to work a day in your life."

The company's founding history is one vague topic for me, to be honest, but I learned that CID Communication is one of the pioneering public relations bureaus in the country. And one seminar held at the Asian Institute of Management proved to me that Mr. Luis Morales, my boss, is a top PR honcho. Everybody looked up to him, shook his hands, and listened as he talked about handling crisis management. It was also in this event that I realized that public relations, and broadcast media – my background - are different, but still related to each other. 

Mr. Morales usually gives impromptu "learning sessions" during his office visits. I was fairly new at CID when he called us all into the conference room and showed the above image to us. He said that this is the CID Communication Loop that he coined and this should be our guide to be better communicators. He explained this diagram and gave us a sample scenario which we must create a campaign for. Then, we'd discuss among the group if our suggested strategy would be the best solution for the setting. Mr. Morales stamped in my mind the term "corporate equity," which should be one of the goals of a good communication drive.

CID Communication also does annual planning sessions. We look back on the past years' activities and discuss plans with the group. One memorable planning session was when the company invited journalist Ms. Alma Anonas-Carpio, to discuss how media handles press releases, what media looks into a press release that it can land on print publications, and so on. It was during this planning session that I fully grasped the role of PR in the media industry.

CID Communication also does events, and tasks that we have to mount before, during, and after these events creating a beautiful and learning chaos for all of us. It is during these times that we can work hand in hand as a team, and learn on a daily, case-to-case basis on how we would solve specific situations. Personally, these are the times that I feel that I am "on-the-job," since my task as a monitoring and reporting officer would be a "strike anywhere, any which way I can" deal… haha! My "never take no for an answer" attitude is on the run during these days, since, aside from this account that will be holding an event, I also handle other accounts that need my 100% attention too. Imagine a juggler in a circus!

Work without play is boring! Thus, the CID Communication management treats its employees with some R&R activities as well. I was able to tour Bohol and Potipot Island in Zambales, through the generosity of the Morales Family. Of course, these getaways double as team building activities as well.

The most looked-forward-to event yearly? Our themed Christmas Parties! CID Communication has this tradition that new employees will conceptualize and host the annual Christmas Party, either held in the office or at an events venue. The Best in Costume (based on the theme) is always a competitive showcase for all employees. Lahat kami, kinakarir yan! It's a night of laughter, good food, appreciation, and thanksgiving for the past year that CID has been blessed.

"Gratitude can transform common days into thanksgivings, turn routine jobs into joy, and change ordinary opportunities into blessings." - William Arthur Ward

A recent study showed that "employees, especially during the height of the Covid-19 pandemic, are willing to leave their current jobs even without securing a new one once they feel that the companies' values no longer fit with their values."

PNA report: 29% of Filipino workers want to leave current employers

CID Communication has a high regard for maintaining its values. And these values are enough reason for me to stay as long as they need my services.