The “Mayor Raisa Treñas” sports event blunder

By Noel Galon de Leon

Whoever came up with the idea of putting “Mayor Raisa Treñas” on every sports event banner for Dinagyang 2026 should probably reconsider their career path. Either they need to be removed from the team or sent back to school for an intensive course in marketing, advertising, and political branding. Because honestly, that was not a clever move at all. It was a reckless, tone-deaf, and unnecessary display of political vanity that made the Mayor look more self-promotional than celebratory. It is exactly the kind of mistake that gives people ammunition to call local officials epal even when the leader herself might have had nothing to do with it.

The post may have been deleted already, but the issue deserves to be discussed. In this time of social media, where every detail can go viral within minutes, one small lapse in marketing judgment can quickly escalate into a full-blown PR disaster. People today are hyper-aware, outspoken, and always ready to criticize public officials. Every tarpaulin, every Facebook caption, and every backdrop becomes a public statement that represents the leader’s values, even if it was made by a careless staff member. When you are a mayor in a city like Iloilo, where citizens are active, smart, and digitally connected, image management is no longer optional. It is essential. Every public communication has to be deliberate, sensitive, and well-strategized because people are always watching.

For some people, putting the mayor’s name on an event might look harmless. They might say it is just part of acknowledging leadership or showing support. But in marketing and communications, intent alone does not determine impact. What truly matters is how it is perceived by the public. Repetition of the leader’s name across multiple platforms and events creates an impression that the activity is not for the people but for the politician’s personal gain. That is where the concept of epal comes in. The word has evolved to represent a deeper frustration with self-centered politics and the use of public spaces to promote personalities instead of service. In short, what may seem like a simple “branding choice” to one person can look like arrogance to thousands.

From a legal and ethical perspective, this is not just a matter of poor taste. There are actual regulations in place that discourage public officials from displaying their names and images on government-funded materials. The Department of the Interior and Local Government (DILG) has long reminded local officials about this through memorandums and circulars. There have also been attempts to pass an “Anti-Epal Bill” in Congress, which aims to penalize the use of public funds for personal or political promotion. Even if some of these laws are not strictly enforced, the principle remains important. Public funds should benefit citizens, not feed the ego of politicians. Every time a name or face is placed unnecessarily on a project, it undermines public trust. It sends the message that the project is a favor, not a duty.

This is where the importance of professional branding comes in. A mayor or any public official is not just a person but a brand that represents leadership, reliability, and service. The way this brand is presented to the public has real consequences. A well-managed brand communicates humility, authenticity, and competence. A poorly managed one conveys insecurity and vanity. A good communications team understands that visibility does not mean plastering names everywhere. It means creating a consistent, respectful, and engaging message that aligns with the leader’s values. The goal is not to make the mayor the center of attention but to make her leadership felt through effective service, transparency, and connection with the people.

This incident also highlights a larger problem inside local government offices. Too often, communications and marketing roles are given to people who treat public service as a social media popularity contest. They are quick to post photos, design banners, and create hashtags, but they fail to think about the long-term impact on public image and perception. A truly competent PR or marketing officer must understand both the ethics and psychology behind political branding. They must know that in politics, every public material is a reflection of leadership, and even a single careless post can damage years of goodwill. It is not enough to know design or caption writing. They must also understand governance, public sensitivity, and the boundaries between recognition and propaganda.

Mayor Raisa Treñas does not deserve to be dragged into controversy over an avoidable and unnecessary mistake. Her leadership should be associated with substance, not signage. In truth, the best kind of publicity for a public servant is not the kind that is printed on tarpaulins but the kind that is earned through genuine service, competent governance, and visible impact on the community. When people can feel your presence through your work, there is no need to stamp your name on every event. The results will speak louder than any logo or slogan.

Whoever keeps approving or designing these kinds of self-promotional materials should reflect deeply on their role. They should ask themselves if they are truly helping the mayor build trust or slowly destroying her credibility. If their approach to marketing continues to rely on outdated, attention-seeking tactics, then maybe it is time for a serious internal audit. The Mayor, and the people of Iloilo, deserve a communications team that understands both the power and responsibility of messaging. Because in the digital age, one poorly timed or poorly thought-out decision can undo months of hard work, and one viral mistake can overshadow even the most sincere achievements.

In the end, it all boils down to this: real leadership does not need to shout its name. It earns respect quietly, through results, through consistency, and through the kind of humility that resonates more powerfully than any tarpaulin ever could.