Public relations in banking should provide;

1. Establishing most effective communication system

2. Creating sympathy about relationship between bank and customer

3. Giving broadest information about activities of bank

Public relations is aimed at securing mutual understanding between an organization and

its public

and thus create goodwill. According to Wells et al (2003), public relations is a

management

function practiced by a wide range of organizations: companies, governments, non-

political

parties, organized sports and the media. Their goal is to achieve positive relationships

with

various publics in order to effectively manage the organization’s image and reputation.

In the banking industry, the nature of the products in the market is intangible, inseparable

and

homogenous. This calls for thorough explanation of the products or services to the

customers.

The nature of the products makes it difficult to make a comparison between the banks

and their

offerings. Therefore, in banking, credibility and value are mainly gained from the

organization’s

1
reputation. It is argued that reputation is the most valuable asset of a bank (Beavers –

Moss,

2001). Public relation is an increasingly important brand building tool. Advertising does

not build

brands but public relation does

akindheart

thatgives

Last Christmas, Sterling Bank of Asia, the Bank with a Heart, expressed its generosity

with St. Martin de Porres Charity Hospital (SMPCH). Select Sterling Bank employees,

led by President and CEO Cecilio D. San Pedro, turned over medical tools, equipment,

and other much-needed auxiliary items to the charity hospital’s management in a simple

ceremony held December 3 at the SMPCH function hall. With the aim of making

Christmas more meaningful this year, Sterling Bank of Asia opted to donate to a

charitable organization within the community of San Juan in lieu of corporate holiday

gifts. “Our bank is known as a bank with a heart. We wanted to live up to that name.

Everyone says that charity begins at home, and that is true. We thought, why not start

within our own community? That is why we chose St. Martin de Porres Charity

Hospital,” said San Pedro. Referring to the positive response of Sterling Bank of Asia

officers and staff who contributed their own personal money to add to the Bank’s

donation, San Pedro said, “We wanted everyone to get involved, and they did. We can all

do charity in our own little way. Once people realize this, it just grows naturally.”

2
akindheart thatgives Sterling Bank of Asia shares Christmas joy with St. Martin de Porres

Charity Hospital. “It’s from the heart. If you give and it’s not from the heart, it does not

mean a thing. The way people reacted to this initiative is a good push. And we will

continue to have a drive for charity, that’s for sure.” MOVING FORWARD 2015

ANNUAL REPORT OF STERLING BANK OF ASIA I 1 9 “It’s from the heart. If you

give and it’s not from the heart, it does not mean a thing. The way people reacted to this

initiative is a good push. And we will continue to have a drive for charity, that’s for

sure,” he added. The donation included an ECG machine, a phototherapy light for the

NICU, laryngoscope sets, a heavy-duty suction machine, a heavy-duty weighing scale, an

otoscope, a nebulizer, and various surgical and ER instruments and tools. “These

equipment were all on the hospital’s wish list. They are things we needed badly. We

believe in divine providence and depend on it for our existence,” said Lourdes F. Cordero

O.P., the hospital administrator. Cordero recalled how, in the past, when they urgently

needed something for the hospital, a donor will appear right on time to help them and

likened Sterling Bank of Asia’s donation to such an instance. “This is divine providence.

We did not look for (Sterling Bank of Asia). They came looking for us. That is an

intervention from above,” she said. St. Martin de Porres Charity Hospital started in 1959

in a oneroom clinic at the old convent of Sanctuario Del Santo Cristo Church (just in

front of where the hospital is now located). SMPCH was then known as Blessed Martin

de Porres Free Clinic, and was set up to tend to and treat the many poor who were asking

for help. It was presided by Dra. Aleli Quirino, the wife of Antonio Quirino, younger

brother of the late President Elpidio Quirino. From there, the clinic grew bigger until it

became a 121-bed capacity, full-fledged tertiary hospital accredited by the Department of

3
Health (DOH). The hospital is staffed by volunteers, which at present total about 200

volunteer staff and 100 volunteer doctors. SMPCH provides four major services:

obstetrics and gynecology, internal medicine, pediatrics, and surgery. Only 30% of the

hospital’s services are allotted for paying private patients. 70% is reserved for charity

cases, wherein patients receive free consultation and accommodation and need only to

pay a minimal fee for certain procedures. 20 I MOVING FORWARD 2015 ANNUAL

REPORT OF STERLING BANK OF ASIA Sterling Bank of Asia supports OWWA’s

Tuloy Aral Project for children of OFWs The turnover ceremony for the beneficiaries of

this year’s Overseas Workers Welfare Association (OWWA) Tuloy Aral Project, which

provides financial aid to the children of distressed Overseas Filipino Workers (OFWs),

was held at the head office of Sterling Bank of Asia in San Juan last October 2015.

Distressed OFWs are overseas workers who have experienced employment violations,

were discontinued from their contracts, or were not able to finish their contracts due to

war, sickness, or other reasons. Officials of the Bank, who have been patrons of the

program for the last three years, were joined by members of the Board of Trustees of

KAMPI (Kabalikat ng Migranteng Pilipino) and Kabalikat ng OFW Inc. Representatives

of i-Remit, Philhealth, Pioneer Insurance, COL Financial, OWWA, Department of Labor

and Employment (DOLE), Philippine Overseas Employment Administration (POEA),

and Department of Social Welfare and Development (DSWD) were also present at the

ceremony. “We, at Sterling Bank of Asia, know well the importance of education for our

children’s future. We value the sacrifices and hard work OFW parents go through to

provide for their kids. Through Tuloy Aral, we are able to extend a helping hand to the

children of our countrymen who did not fare well abroad,” said Sterling Bank of Asia

4
President and CEO Cecilio D. San Pedro. Aside from sponsoring the children of OFW

beneficiaries, the Bank has also been actively participating in pre-departure From left to

right: Sterling Bank of Asia EVP and Retail Banking Head Ralph B. Cadiz; iRemit Inc.

Human Capital Management Division VP Regina Shimamoto; iRemit Inc. AVP for

Marketing Marie Cristina S. Castillejo; PagIBIG Fund Department Manager II Juanito

Jareno; WED & POEA Director Teresa Delos Santos; Pioneer Life Foundation’s Ira

Libao; student beneficiaries Cristine Jane Tomagan, Lorie Jaye Andrade, Shawee Mikee

Guese, Sophia Dorothy Jereos, and James Emanuel Alcantara; iRemit Inc. Chairman &

CEO Bansan C. Choa; Sterling Bank of Asia President & CEO Cecilio D. San Pedro;

Former Secretary of Labor & Employment (DOLE) Marianito D. Roque; KAMPI and

Kabalikat ng OFW President Luther Z. Calderon, iRemit Inc. President & COO and

Sterling Bank of Asia Director Harris Edsel D. Jacildo; National Reintegration Center for

OFW-DOLE Executive Director Chona Mantilla; PhilHealth OFW Management

Department Senior Manager Chona S. Yap; DSWD-NCR Social Welfare Specialist

Meriame Navarro. Sterling Bank of Asia, one of the leading savings banks in the country,

opened its newest branch in San Fernando, La Union last October 29, 2015. Conveniently

located at Quezon Avenue, San Fernando City, La Union, the branch is situated near

commercial establishments and residential communities. Key executives and officers of

Sterling Bank of Asia were present during the branch opening, including (L-R) Vice

President & Area Head Grego S. Cervantes, Jr., Branch Sales Associate Joy Rosario A.

Cruz, Quality Assurance Officer Elsa F. Gutierrez, Branch Head Romeo L. Fernandez,

Branch Sales Associate Marissa A. Sanchez, Sterling Bank of Asia client Tomas “Butch”

Dumpit, Jr., President & CEO Cecilio D. San Pedro, and Executive Vice President for

5
Retail Banking Group Ralph B. Cadiz. With the opening of its La Union branch, Sterling

Bank of Asia now has 42 branches operating nationwide. Sterling Bank of Asia opens La

Union Branch orientation seminars (PDOS) in identified centers and international

roadshows organized by KAMPI and Kabalikat ng OFW, which aim to provide an

informative program and a tangible support system for the OFW community. The Bank

further supports the OFW community by developing products that can assist OFWs with

their financial needs, such as the Bayani OFW Savings (BOS) Account, which aims to

help develop the habit of saving and improve financial literacy among OFWs and their

families