Political strategist Malou Tiquia has gone through all the things that could possibly be wrong with the communications strategy of the current administration, which has been blamed for President Rodrigo Duterte’s recent issues.
Tiquia managed the campaigns of Vice President Leni Robredo and former Vice President Jejomar Binay in the 2016 elections.
The veteran strategies suggested that there should be a discipline on how Duterte and the Malacañang officials handle the media.
“Define and delimit topics. It can’t be a shoot for all or anything under the moon,” ABS-CBN quoted Tiquia.
She added that the presidential spokesperson should have a defined task.
“Spokespersons to dwell on presidential policy statements. Let the spokesperson handle personal statements. Press secretary talks on institutional issues using the communications network in government. Let spokesperson handle president’s pronouncements,” Tiquia suggested.
Tiquia also pointed out the need for a vetting system that takes into account Duterte’s personality.
“Know their principal, hence vetting system in place regarding topics and responses. Do not interpret what principal says. Know what he will say before he meets press so while communications team can support president’s pronouncement,” she said.
The strategist even thought to manage media access to Duterte, such as avoiding ambush interviews, exclusives, Q&As, and releases not approved by authority.
“Get the cabinet to do their department briefings so that public knows whole machinery is working and moving and drugs is not just the focus,” Tiquia said.
She added that the Malacañang has to look after the entire bureaucracy and to immediately issue statements to clarify Duterte’s vague pronouncements.
Tiquia said that it is the communications teams’ role to know Duterte thoroughly and to always be on their toes.
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Duterte’s recent issues involve communication
Another veteran political public relations strategist Reli German said on Tuesday that Duterte’s problems often boil down to communications.
“The fact that he speaks his mind, seemingly regardless of the possibility of consequences, dumps the problems of those in charge of communications in the different levels of government,” German said in an email to ABS-CBN.
Does the administration have too many spokespersons?
“It’s necessary for the different branches of government to have their respective spokespersons. Unfortunately, when one word or statement by the president affects different departments, there appears to be little or no coordination among those tasked to affirm, deny or explain the president’s statements or pronouncements,” German replied.
German also noted Duterte’s typical attitude when making statements.
“In his speeches and replies to questions during interviews, the president seems not to care whether he offends people, countries or institutions in the course of attaining his objectives. It’s like, ‘Take me for what I am, whether you like it or else,’” German said.
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Clarify chain of command
President Duterte’s communication team should have a clear chain of command to minimize confusion in their statements, suggested a political analyst.
“Sometimes it’s really not clear who’s speaking for the president,” De La Salle University professor Richard Heydarian noted in an interview with ANC’s Headstart on Friday, September 9.
He then enumerated the people who often speak for Duterte – Chief Presidential Legal Counsel Salvador Panelo, presidential spokesperson Ernesto Abella, Special Assistant to the President Christopher “Bong” Go, and Presidential Communications Secretary Martin Andanar.
Heydarian said that despite being new to their positions, they have to adjust quickly to keep up with the President and his often controversial pronouncements.
“We have to have a very clear division of labor here. This shows that within the administration there is still scrambling to make sure they have a clear chain of command,” he said.
The political analyst said that it is important for the communications team to convince Duterte to follow the “talking points.” He added that it might be better to just let the professionals talk about global diplomacy while Duterte discusses the “more thematic issues.”
Heydarian said that while the Filipinos might be able to adjust Duterte’s spontaneous way of speaking, the international community might be a different story. He also suggested for the administration’s communications team to seek advice when it comes to handling domestic and foreign affairs, especially when it involves the Philippines’ allies.
“We Filipinos will adjust to our president, we elected him and we respect the will of the people but you cannot expect the world to adjust to President Duterte… There should be a middle point here and the best person to breach that gap is the communication team,” Heydarian said.
Sources: (news.abs-cbn.com, philstar.com)
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