MEDIA TRAINING FOR DTI-CAR INFORMATION OFFICERS (Communication Plan Presentation, Case Studies & Briefing on EU-TRTA)
The World is Now Digital Today, nearly 43% of the world is connected to the internet, enabling us to talk, share photos, and conduct business halfway across the globe. As a result, we have seen more technological advancements in the past 10 years than we’ve witnessed in the past 10,000 years. And in the next five years, we’ll see even more advancements
The Feb. 7-8 media training held at the Crowne Plaza Galeria Hotel of Mandaluyong City was attended by seven provincial Information Officers of DTI-CAR, five SMEs, PCCI and RDC representatives, PIOs for DOLE, DA, PIA, DTICAR Ex-Com, members of Baguio Media and the regional information officer. Youthful looking DTI-ROG Assistant Secretary Christopher Albert D. Naga welcomed the participants to the two-day media training followed by the introduction of the guest speaker and mock talk-show with former DTI Secretary Adrian Cristobal Jr. who served as the interviewee of DTICAR Myrna P. Pablo. The topic of the former secretary “Communicating Government Programs� was candidly presented by Atty. Cristobal during the Q&A with RD Pablo who amiably sat as Girl Abunda mimicking the passion and candor of popular TV host Boy Abunda.
DTI-ROG Asec Christopher Albert D. Naga welcoming the participants to the two-day media training
The two-day training meant for DTI Public Information Officers proved to be a timely activity as the facilitators, resource speakers and participants managed to discuss relevant matters leading to the packaging advocacy programs in the Cordillera Administrative Region particularly on the trade and industry sector as well as consumer welfare . The training was a much needed one especially for government technical people who knows how to package a report but could not get their messages across the way mainstream media does it with ease and gusto. It was implied during the training that it is not enough that one knows how to write grammatically correct narratives and capture razor sharp photographs in order to be a government information officer. It is also not enough that one can speak well over radio and it further helps if PIOs project themselves with ease and confidence when appearing on television shows. The desired outcome of the training is to review our communication process and enable designated spokespersons or information officers based in the provinces to effectively convey messages of our department to the public.
Light moment with former DTI Secretary Adrian Cristobal Jr. with DTI-CAR RD Myrna P. Pablo during a morning talk-show
Particpating SMEs from CAR listens intently as speakers discuss the importance of communication in promoting businesses.
One cannot be a public information officer if he or she does not know how to prepare and implement a communication plan, DTI-CAR Information Officer Joel Arthur Tibaldo implied during the training. Precious Leano of the European Union-Trade Related Technical Assistance Project laid down the basics of Communications 101 emphasizing message flow from sender down to the receiver taking into consideration the feedback as an important component of the process. Explaining the communication process through a media landscape chart, Leano stressed that government informants must consider different approaches depending on geographic, sectors, age range and even income categories. A careful study on stakeholder’s profile can also help PIOs determine the most efficient and effective way to reach target audiences whether print, radio, television or the new media.
Precious Leano emphasizes that PIOs must carefully look into the process flow of communicative messages
An Information Officer must also consider the most efficient and effective way to reach their target audience. What the audience perceives is most likely based on the communication they received prior, during and after the transaction Leano added. While Public Relations Officers manages the reputation and sustains the good image of a firm using popular media, PIOs facilitates communication between government, the media and the general public. Jeah La Guardia presented a case study on Go NegosyoKapatid Mentor Me promotions program of her office and she said they use multiple approaches such as summits, forum/workshops, media and books. She said that being present in all these media platform does not necessarily mean, your message is getting across to your audience. Being in all these doesn’t mean you are getting attention from your target audience and your message is being grasped. La Guardia added that their marketing and communications are aligned with entrepreneurship and everything that they can build from it and therefore every collateral and marketing effort should talk about it. Recent PR survey according to her reveals that traditional media is still relevant because it’s a trusted source. We may be in a smart-phone generation but those who really want to know things will still get information from the newspaper, TV, and radio La Guardia added.
La Guardia says that Despite getting free media mileage in social media, Go Negosyo still utilizes the strength of traditional media announcements which is the newpaper print ads. Here you can see how we promoted and announced the different dates and location of Mentor Me rollout for 2016. As you can see, it’s not just announcements but also full of content including photos that tells a lot of story and quotations from mentors which depicts the importance of mentoring.
Crafting a communications plan requires a communications mindset. What messages to deliver and how it can be received better by the end receiver are all components of any advocacy as planned in a communication program. The PIOs or target users of these programs must gather adequate information that is necessary and helpful for clients make critical decisions. A government communication plan that is accepted and implemented by concerned sectors must give clearer direction for all stakeholders in the implementation of key roles and responsibilities. It was implied by my boss during her keynote address that that apart from government and private sector partnership, the private sector is a better spokesperson for these programs, thus the need to generate these stories from them and communicate these efficiently and effectively utilizing all possible resources available from all sectors.
Tasked to discuss what it takes to be a spokesperson, Katherine G. Fernández, USAID-TRADE’s communications advisor said that the person in position represents the organization, conducts and manages briefings, builds and nurtures relationships with media and stakeholders and serve as credible source of timely and accurate information. The spokesperson is someone who is given the authority to speak for and in behalf of the organization he or she represents. In the case of the Catholic religion, Pope Francis is a perfect example of a spokesperson Fernandez added because he speaks with authority, conviction and knowledge. A spokesperson enjoys the trust and confidence of superiors and represents the values and principles of the organization. It is also a must that the spokesperson is knowledgeable of the organization and its programs and is willing to build and sustain relationships with stakeholders. Further, Fernandez stressed that there is also no such thing as “No Comment” because everything that comes from the mouth of a spokesperson can be divulged by media.
GOING DIGITAL Dr. Florian Alburo, Team Leader and Key Expert, E u r o p e a n U n i o n -T ra d e Related Technical Assistance 3 (EU-TRTA 3) said that even in the digital age, the Philippines continued to be insular until late 2016. The nation’s 2 major broadsheets Inquirer and Star had Internet editions but tagged them as “Latest Philippine news for Filipinos” as if the Internet critical part of any integration. Being archipelagic, many Filipinos (despite more than half having passports and the discriminates by country. country among top 10 FB users) seldom experience border Dr. Alburo also observed that trade and often rely on domestic markets. the digital market may be a window – but only for purely Delivering physical products still have to face government digital products like apps, ebooks and games. functions – what TRTA3 is addressing. The notion and appreciation of a “border” thus becomes a
Gaining International Markets For MSMEs Director Senen M. Perlada of the Export Marketing Bureau who is also the Executive Director of the Export Development Council presented Globalization, Regional Integration, Preferential Trade Agreements, ASEAN Economic Community and PH-EU Trade Relations. Defining FTA as an agreement between two or more countries to eliminate or reduce tariffs and other requirements of commerce that restrict trade between them, Perlada emphasized that there is no longer such a thing as purely national economy because of globalization and international market share.
The ROG Communication Plan was presented by Asec Cristofer Naga through Richard Amazona who imparted that “Government is not doing anything if the public is not informed” short of saying “Kapag walang report… walang ginagawa.” Amazona discussed the pillars of engagement, guiding principles, communication values and communication packages for various audiences. We must consistently provide timely news/information updates for the internal and external audience respectively with focus human interest, job generation and enterprise development, Amazonastressed.
Knowledge Management Information Systems (KMIS) Director Patricia Abejo discussed basic principles on online journalism, photojournalism including tools and tips on social media engagement. Abejo also shared some how to’s on production of content: infographics, memes, social cards, hashtags or the social media “language”. PIOs must also consider social media in their action plans. “Being a government agency doesn't mean you have to be boring. Today, government agencies are taking social media by storm”
On DTI Communication Objectives and Protocols, Yfur Fernandez of the Office of the Secretary pointed out the DTI policy and thrusts as it has guidelines in writing and circulating news releases. Fernandez refers to the 7Ms which are; Mindset, Mastery and Competence, Market Link, Models of Negosyo, Machine, Money Access and Mentor Access.
Suggested Guidelines in Conducting Media Briefings and Issuing Press Releases on Government Programs By Art Tibaldo (2009) Praise Releases Write press releases not praise releases. Do not emphasize the accomplishment and educational background of a particular official in the bureaucracy as he or she is expected to be The media can also sensationalize a story. They can circulate inaccurate and incomplete information and use their influence in competent and serve the public with utmost responsibility and integrity. This is also embodied in the Philippine Constitution that ways that may damage a good public image. a public official is a public trust that he or she must at all times be Following are suggested guidelines for government units that may accountable to the people he or she serves. from time to time require media attention to advocate and promote Government public information officers or PIOs should write their office programs and functions. Although not considered a fool proof approach, anything can happen as the media believes straight facts and not play with words. A quoted important statement must at least be backed by a recorded tape or printed in Murphy's Law-If anything can go wrong-it will. minutes of meeting for editors to double check and verify on. Press Briefings No news is good news? Prior to any media advocacy such as radio interviews, press Don't let your big boss get caught by the media flat footed. Should releases, and press conferences, it is best that a specific talking there be issues and concerns emanating from your area that can point or subject matter be defined and internalized in its entirety attract national attention, brief your big boss and suggest actions. by the officials involved. The media are highly influential. They can use their influence to enhance ones public image.
For purposes of clarity and in order not to be misunderstood by the media, technical terms and jargons used in the bureaucracy such as K.R.A. (key result area) or K.I.A. (killed in action) must be explained in a l-a-y-m-a-n-i-z-e-d manner as the same will be read and heard by the general public.
Following the issue of giant earthworms affecting the paddies of the world renowned Banaue Rice Terraces, Manila reporters interviewed the then Secretary of the Department of Agriculture and the poor cabinet officer had nothing brilliant to say about it.
Do not bribe the media When things went wrong with your program and reporters in your Guestings It is wise to be equipped with a printed general statement or list of community come asking for explanation, do not hide. The truth hurts but it is the truth and one can't hide from it. Seek talking points prior to appearances in radio and TV shows. advice from your legal officer and probably get a second opinion Unless otherwise cleared by the department's legal officer, or consult a senior member of the practicing media for advice. mentioning of a specific product or a brand on air or during interviews must be avoided in order not to be sited for promoting Should an apology be in order, apologize, accept the consequences and correct what was wrong. or defaming the same. Persons who appear on television should look smart in business Cover up or bribery will only aggravate the situation and more conflicting angles will arise. attire and must not wear any expensive looking jewelry. This is embodied in the Philippine Constitution stating that a public official Souvenir Programs and Ad placements must lead a modest life. Anything paid with the consideration of having a name of office, photograph of an official or projects is advertisement. Since the Commission of Audit (COA) does not allow reimbursement of receipts for purposes of promotions, it is therefore unlikely that government officials and programs appear on the boxed pages of Do not use a power point presentation in media briefings. It is best any publications. to provide media with a briefing kit containing a detailed Networking explanation of a specific project or program. Attending media parties and gatherings is fine as this is an appropriate time to introduce the human resources behind the The media are particular with success stories. A two kilometer farm-to-market road is not good news to media, the media would government service. This is where the information officer of a rather write about how the farm to market road improved the lives particular office can introduce his/her chief to members of the practicing media. There is mutual respect when an official of the people living in the area. addresses the media by their names. Do not use white upper garments during television interviews as this tends to make flesh tones darker. This is a technical reality in local cable television studios that uses consumer camcorders and non-broadcast facilities.