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Media Strategy for PAGCOR and its Chairman
The basic strategy in handling media for PAGCOR and its Chairman
is simple andstraightforward: it should be a positive, proactive
projection of the institution and its
benefits to society.I. The ChairmanFor years, any sitting
Chairman has been perceived as front and center of theorganization,
always begging to answer the question: Where is he headed with
hiscareer after fleecing the PAGCOR? It is no big secret that the
organization is a bigmoney maker, its very nature being money and
how one tries to get more of it. Thehigh-profile Chairman is always
perceived as one who wants to seek higher politicaloffice.The
current Chairman and key officers therefore should keep a low
profile. Any
and all publicity for PAGCOR should be for the better imaging of
the organization,especially in socio-civic work. It is in
projecting the organization as doing good worksand engaging in
projects beneficial to the community and country that the best and
mostpositive image for the Aquino Administration as a whole is
derived.II. The MediaPhilippine medias very nature is wayward. On
one hand, the exuberant democracy hasbegat an irresponsible media
sometimes too enterprising that it sees skeletons inclosets where
there are none.On the other hand, there is the paid media known for
their hand-outs. That is easy to
handle for they are jukeboxes, playing at the drop of a coin.
But even this may turnagainst you as you may run out of coins and
become part of the corruption if directlyengaged.In any case, the
proposition of a suppress media or stop news order is a
two-edgedsword and should be done only sparingly. The best is to
proactively engage media by:1. Supporting their pet projects,
sponsorships and the like various key media peoplehave their
charities, blocktime radio and TV shows, specialist publications,
etc. supporting their packages gives value not only to their
activities, but provides mediaaccess;
2. Looking into the advertising activities for media entities
like local TV, radio, and printand giving them support;3. Creating
media events that highlight PAGCORs good works (such as socio
civicworks, sports etc); and4. Supporting the high-value events of
the President and the Administrations
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image-heavy activities such as tourism promotions and
infrastructure projects related toit which are all heavy in media
exposure.5. Lastly, the engagement of a third party group
(organization or individuals) with one
script and common objective supervised by a key communications
strategist must bedone. These people will be tapped in all media,
not just traditional but through all onlineand below the line
channels as well. This will serve both to multiply reach and
increasethe buffer to the top PAGCOR echelons when crises are
addressed.
