SECRETARY COLOMA A LIFE IN MEDIA

e was in the frontlines of Malacañang during President Benigno Aquino III’s term. For six years, he spoke to the nation through the mass media, conveying firsthand the position of the then Chief Executive on urgent and critical issues confronting the national government.

Now, the face we had seen on television, whose name was frequently an integral part of Page One headlines, belongs to the media side, that of the country’s leading newspaper.

After his colorful stint in government, former Communications Secretary Herminio (Sonny) Coloma has joined The Manila Bulletin as the company’s new Executive Vice President.

Working at MB, Coloma said, felt like a homecoming (in geographic terms).

“I got my first job in 1974, at age 21, by replying to a blind classified ad published in the Bulletin that said: ‘Wanted: Editor for Bank Publication,’” he recounted.

“I sent my CV and application letter to an MB post office box…I was hired by Far East Bank and Trust Company located right here in Intramuros. So working at MB is some kind of a ‘homecoming,’” he said.

How has he been adjusting? “Since my return to private citizenship, the most familiar refrain has been: ‘Mukhang enjoy ka na ngayon na retired ka na sa gobyerno. (‘It looks like you are enjoying your retirement from government service.’) I can only smile and say, ‘Hindi naman retired, graduate pa lang,” he said.

But Coloma made clear that despite the job’s stressful nature, he had enjoyed working as Communications Secretary together with reporters covering the Palace.

Not unlike his job as the spokesperson of former President Aquino, Coloma said he interacts this time with government, business communities and non-government organizations, representing MB.

Coloma, pausing from public service at age 63, said he hopes to enjoy his job at MB. “Like one who has graduated from one level of lifelong learning to another, I seek to enjoy the continuing journey,” he said.

“The Manila Bulletin is an iconic institution in Philippine journalism. It is the only newspaper that has witnessed all five Republics of the Philippines through almost 12 decades... I feel privileged to be a member of the MB family that continually seeks to serve its readers, advertisers and stakeholders by providing timely news and information all the time,” said Coloma.

The Manila Bulletin is an iconic institution in Philippine journalism. It is the only newspaper that has witnessed all five Republics of the Philippines through almost 12 decades