Jessica Soho named first-ever Hall of Fame awardee at 2018 Reader's Digest-Most Trusted Brand Awards

For winning Reader's Digest-Most Trusted Brand Awards 2018's Most Trusted News Presenter award for the eighth consecutive year, GMA-7's Jessica Soho was presented the organization's first-ever Hall of Fame award.


“In my line of work, trust is not only a big thing, it is the only thing,” panimulang pahayag ng batikang broadcast journalist na si Jessica Soho sa kanyang speech sa ginanap na 2018 Reader’s Digest-Most Trusted Brand Awards kagabi, April 26, sa Marco Polo Hotel, Ortigas Center.

Sa ikawalong pagkakataon, ang Kapuso Mo, Jessica Soho host ang itinanghal bilang Most Trusted TV News Presenter. Dahil dito, ginawaran na siya ng Hall of Fame award.

Nang makausap ng PEP.ph (Philippine Entertainment Portal) si Jessica pagkatapos niya tanggapin ang kanyang award, natatawang sagot niya, “I feel old. Kasi, Hall of Famer.

“Seriously, kapag sinabi mo kasing trust, parang yun ang pinaka-importante sa atin.

"That’s the thing we give the most when you’re in journalism.

"Something that I will always take very, very seriously, and of course, I’m always thankful because Reader’s Digest holds a special place in my heart.

“Ito yung institution na reading materials or the magazine that taught me the love of reading as a child.

"'Tapos, biglang binigyan ako ng walo nito. So parang ang galing naman.

"You really go full circle in life, di ba?

Dugtong pa niya, “Aakalain ko ba na noong nagbabasa ako ng Reader’s Digest, one day, the same institution will honor me with the trust award?

"So, it’s really, always a big thing for me.”

Paano nga ba niya napapanindigan palagi yung Trusted Award?

“Naku, kapag iisipin mo yun, maloloka ka, di ba?

"Kasi yung trabaho natin is stressful and tedious enough to be thinking pa of these things.

"This thing should come as a consequence of hard work.

“You don’t really step-up into this world to say na, 'I’m a journalist, I want to win an award and I want to become famous or earn a lot of money.'

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"You don’t really say those things, it’s really about the work-at-hand, or as the millennials would say, ATM, at-the-moment lang lahat.

“Parang you don’t really think of these things. This should come as a consequence of hard work.”

Nakausap din ng PEP.ph ang Retail and Advertising Sales Director ng Reader’s Digest Asia Pacific na si Sheron White.

Ayon dito, sa survey na ginawa raw sa ibang bansa tulad sa Australia, ang least trusted daw ng mga tao ay ang mga journalist.

Lahad niya, "E, kasi nga, di ba, ang daming fake news ngayon?

“And it’s so easy for anyone to say fake news.

"But I think people should always be mindful where it’s coming from.

“Why is it that some people, especially those in power are all of a sudden, suddenly screaming fake news?

"Because they don’t like the news that’s being reported about them or they just want to model everything?

“Ano naman ‘yan, e, it’s always a challenging time for us, in this profession.

"Hindi rin naman tayo puwedeng maging complacent.

"It’s also a reminder sa atin and we should just really keep on trying.

“But like I’ve said, this job is not really about us, it’s not about ourselves.

"It’s about the people we serve.

"It’s about the people we cover, the stories that we feature.

“So siguro, we should just probably take it as part of the territory.

"Ganun talaga siguro. Mahirap naman kasi ang trabaho natin.

"It’s a really big cost. Far bigger than anyone of us. So, it comes with a lot of things, unfortunately.

“So wala, we just take the good from the bad.”

Ayon pa rin kay Sheron, wala silang control sa kung sino ang mga mananalo mula sa iba’t ibang brands hanggang sa mga personalidad sa telebisyon at radyo.

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Nakukuha ang mga winners sa pamamagitan ng ilang agency na nagsa-survey sa ilang libong consumers o respondents.

Pero kapansin-pansin na sa loob halos ng ilang taon, sa kategorya nga ni Jessica na walong magkakasunod na taon na siya lang ang bukod-tanging nanalo kaya sa unang pagkakataon, nagkaloob na ang Reader’s Digest ng Hall of fame award sa Most Trusted TV News Presenter.

Pero sa Most Trusted Radio News Presenter, dalawang taon na si Mike Enriquez naman ang nanalo.

Si Ryan Agoncillo ay dalawang taon na rin bilang Most Trusted Entertainment/Variety Show Presenter. At silang lahat ay pawang mga Kapuso.

Ano nga ba ang pakiramdam na bukod-tanging Kapuso lang ang nabibigyan ng Reader’s Digest sa loob ng ilang taon ng ganitong rekognisyon bilang pinagkakatiwalaan?

“Kasi I understand may survey ba ‘to or poll na parang pinaboboto yata ang mga respondents kung sino ang gusto nila.

"Hindi ko talaga rin masasabi. Pero it’s good that I’m winning this with Mike and Ryan Agoncillo.

“I suppose yung mga bumoto sa amin would have their own reason.

"Parang self-serving kung ako ang magsasabi,” pagpapakumbaba niya.

Naniniwala naman ang broadcast journalist na sa landscape ng reporting ngayon, nagku-compliment na ang traditional at social media reporting.

Aniya, “Yeah, they should go hand in hand.

"Yung social media should direct more viewers to traditional media and traditional media should also tap social media for stories, parang crowdsource stories and data, etcetera.

“I suppose we can all work complimentary with each other kasi palagi namang ganyan.

"When I came in sa TV, naku the days of media are numbered and then, hanggang ngayon naman lahat naman ng klase ng media nandirito pa rin.

“Although siyempre, may mga threats.

"Pero just like they said, kapag may threats, meron din opportunities.

"I suppose it’s a matter of adapting and a matter of evolving and reinventing yourself para hindi tayo maging extinct.

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“Challenge siya.

“Of course, may threat but we can also look at it as an opportunity or a challenge para mas lalo pa nating pagbutihin ang ating mga sarili and to continue innovating, di ba?

"May evolution of man nga, di ba? So dapat continually evolving tayo.”

Personally, hindi masasabing katulad ng ibang personalidad o celebrities ngayon si Jessica na exposed ang personal na buhay sa social media.

At sa mga nangyayaring bashing, hate at pag-aaway sa social media ng mga personalidad, masasabi niyang may advantage na hindi siya aktibo rito?

“My programs have their own social media accounts,” lahad niya.

“Ako kasi, ang dami ko kasing iniintindi.

"So the little time that I have, I know it’s a... sabi nila, black hole ‘yan.

"Social media is a black hole. Once you get sucked into it, hindi mo namamalayan wala ka na palang tulog.

“E, sa amin importante ang rest time rin.”

At yun nga, may mga nag-aaway rin?

“Yeah… but like I’ve said, I’ll always go back to what I said, it’s not about us.

"It’s about the stories that we cover, the people that we interview.”

Sa huli, hiningan na nga ang Kapuso broadcast journalist ng mensahe niya lalo na sa mga patuloy na nagtitiwala sa kanya.

Aniya, “I hope I will continue to be worthy of their trust.

"Mabigat na responsibilidad ito. Kasi, kapag sinabing trust, di ba, you don’t really just say, 'I get that trust.'

"You have to earn it.

“So hayun, mahirap.

“Pero like I’ve said, yung mga ganito, dapat itatago mo muna para hindi makaragdag sa pressure at stress ng trabaho natin.

"Pero we should always be mindful.

"There are people watching and who are listening to our reports so dapat pagbutihan pa natin para hindi tayo madaling maakusahan na namemeke ng balita.”

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