Written by: Jam Mcred Redobaldo

Reaching the final semester is the real test for many seniors striving to earn the Sablay. With major courses and thesis taken simultaneously, BA Organizational Communication (OrCom) seniors often find themselves in full survival mode. However, with the guidance of the two Ace Your Acads (AYA) speakers, CJ Reyes for OrCom 154 and Kristel Posadas for OrCom 200, the journey toward graduation became not just manageable, but K-AYA. 

CJ Reyes
OrCom 154, Integrated Marketing Communication

The first speaker, CJ Reyes,  volunteered to speak for the seniors’ OrCom 154 under Prof. Kate Delos Reyes, drawing from both his passion and background in marketing. Confident in his expertise, he introduced the session as “IMC 101: A Tuhog-Tuhog Discussion,” a phrase that immediately captured the essence of his discussion. According to CJ, an Integrated Marketing Communication (IMC) plan should be threaded carefully—each part connected, intentional, and meaningful.

His discussion revolved around the four main parts of the IMC plan: problem identification, consumer insight, big idea, and execution. CJ opened with a key statement: “IMC is not about being everywhere; it’s about being where it matters cohesively.” Marketing, he emphasized, is not noise; it is alignment. Every element of the plan should work together as a whole, rather than existing as isolated or disconnected ideas. Because according to him, “Strategy is intersectional, not linear.” Each part should speak to one another, allowing ideas to connect to one another. 

CJ stressed that problem identification is where most campaigns fail. Brands often rush into solutions without fully understanding the problem they aim to solve—of what truly needs fixing. If marketers misdiagnosed the problem, even the most creative campaign will fall flat. This is where consumer insight becomes crucial—not assumptions, but truths grounded in data. Indeed, data should speak for itself. 

While it is important to gather meaningful data, CJ clarified that numbers alone do not create insights; interpretation does. Thus, marketers must dig deeper to find focus and meaning. “Don’t target everyone all at once,” he warned. While a product may appeal to multiple audiences,  IMC demands clarity in identifying who truly matters and why they matter.

To achieve this clarity, CJ shared an unconventional yet practical approach: quantity before quality.  In the early stages of strategy building, he encouraged gathering as much data, ideas, and insights as possible. Explore tons of data and information first before filtering and prioritizing what truly matters. After all, creativity does not begin with perfection—it begins with exploration. 

At the end of the session, the tuhog-tuhog metaphor became clearer. From problem to insight, from insight to idea, from idea to execution—everything must be threaded together. Make Everything Tuhog! Ultimately, an IMC plan should answer one key question, “Is there a clear, logical flow from problem to solution? ’’If the answer is no, then something is missing.

Kristel Posadas
OrCom 200, Thesis

The second speaker, Kristel Posadas, an OrCom alumna who graduated in 2025. She shared her firsthand experience and insights from taking OrCom 200 with Professor Recio as her adviser in her qualitative research. 

Her discussion centered on course requirements and grading system, her personal timeline, and practical advice for each major requirement—Chapters 5 and 6, the final manuscript, and the thesis defense. While grading systems may vary from one professor to another, she reminded seniors that a portion of the final grade may also come from panelists; this made preparation and consistency even more crucial. Writing well, she emphasized, is only part of the process; defending one’s work with confidence is just as important. 

Kristel also broke down a realistic , detailed timeline for securing certifications and approval from Research Grants Administration Office (RGAO) and UP Manila Research Ethics Board (UPMREB), both of which can take more than a month. With this in mind, March typically marks the start of data collection, which may extend into April along with data analysis. By May, students should already be focused on writing the final chapters and preparing for the defense, while June is dedicated to submitting the final manuscript. Viewing the timeline as a whole helped seniors to realize that pacing—not panic—is key.

Beyond deadlines, the discussion also emphasized her personal survival tips in thesis writing. She emphasized the importance of regularly consulting one’s adviser, whether for small or major concerns, to prevent small issues from becoming major setbacks and regrets. She also reminded seniors that a thesis does not need to be perfect and that while AI can be a helpful tool, it should be used responsibly. AI should support the research, not replace them.

She further highlighted the importance of managing the research process, from securing approvals to analyzing data effectively. She advised the seniors to submit requirements as early as possible, follow up professionally through email or face-to-face communication, and promptly address revisions to avoid delays. During data gathering, flexibility is allowed, but strategic planning—especially in ensuring sufficient participants—is essential. For qualitative research, immediate transcription of interviews was strongly encouraged. When analyzing data, grounding interpretations in the framework and research objectives helps ensure clarity, novelty, and relevance.

Kristel concluded by sharing tips for thesis defense preparation and presentation. Seniors may invite two panelists, typically one professor from the Department of Arts and Communication (DAC) and one from outside the DAC. Reviewing the highlights of each chapter—especially Chapter 5—is crucial. During the presentation, reading from a script is allowed, as long as their 15-20 minutes are managed wisely. While most questions focus on the framework, methodology, and results, students are also permitted to respond in Filipino if it helps them explain their ideas more clearly.

Overall, Ace Your Acads for Seniors was another successful initiative of the Organizational Communication Society. Beyond building academic knowledge, this initiative provided seniors with clear direction and reassurance as they navigate the demands of OrCom 154 and OrCom 200. As graduation approaches, AYA continues to guide seniors, not only in surviving the semester, but in finishing it strong.