MESSAGE SENDING FAILED

Malacanang’s communication team finally realized that they need to do more to improve the way they do their jobs. Mukhang mahina talaga ang dating ng signal sa Palasyo at ngayon lang na-realize ang katotohanang ito.  But to be fair, this admission is a lot better than continuing to pretend that they are actually doing great, deserving the daily “stars” that good pre-schoolers get.

The Communications group said they will meet on Thursday (Dec 1) to discuss ways to tighten the way they communicate with the public. Let me offer some unsolicited advice.

The structure that they have right now is not all bad. You have stewards for each concern/function.  The Arroyo administration also used this approach by having spokespersons for each concerns (political, economic, PGMAs election lawyer, even an FGMA spokesperson).

This administration chose to do it by function (messaging, delivery and operations.) The set-up, in both administrations – and as originally meant – has allowed media to identify whom to approach on issues.

The distinction between the PGMA and Pnoy communications groups lie in the amount of power vested in the unit heads. PGMA’s spokespersons are mere deputies, answerable to a secretary (the late Cerge Remonde.)  

Pnoy’s spokespersons are secretaries in rank, operating individually, with turf and foot soldiers at their beck and call. They were always available for studio guestings and phone patch interviews until media began pricking away at Pnoy’s aura. Now commentators refer to  them as Secretary “Ringing”  (Ricky) Carandang and “Saan na si?” (Sonny) Coloma, the reason of course of is self-explanatory.

Further compounding the set-up is the presence of another secretary, Presidential spokesperson Edwin Lacierda. During the campaigns, Lacierda is Pnoy’s campaign spokesperson. Even the LP stalwarts were prudent enough to let him do his job. Butch Abad and Erin Tanada speak for Noynoy only when the party is involved.

So my advice really is for Malacanang to simplify the set-up: appoint a Press Secretary and place the messaging and delivery secretaries as his deputies.  I won’t go into naming the best person for the job. I can only suggest that Pnoy should widen his choices to include people outside of the groups he feel he is indebted to.

One more thing: the Comgroup told media that it wants “a little bit more flair” in the way they communicate for the President. I surely hope that this doesn’t mean more “news” on Pnoy’s love life.