PIOs dared to 'level up' public communications

CEBU, Philippines - Press Undersecretary Romeo “Butch” Junia is challenging the government’s public information officers to send a message that will bring people to a common appreciation of what government is up to and a common understanding of what each must do to attain shared aspirations as a people and as a nation.

Junia, who was the administering officer in yesterday’s induction of officers of the Cebu Association of City and Municipal Public Information Officers and the Association of Government  Information Officers held at the Malacañang sa Sugbu, said that they have the government’s toughest job ahead.

Whether PR or propaganda, the permanent campaign to win the consent of the governed must be waged incessantly and relentlessly by the first responders of public communications — the public information officers,” Junia said in his speech.

Junia also informed the PIOs that yesterday was the start of their preparatory work for President Gloria Arroyo’s tour next week in relation to the Central Philippines Tourism Super Region with Tourism Secretary Ace Durano.

All these programs are the building blocks for the Philippines’ rise to First World status by 2020, he further said.

Junia said that these are the “cornerstones of our new Philippines where growth is possible despite our vicious divisions, where optimism grows despite the doomsayers.”

Junia added that the emergence of new media does not make their job any easier as the distractions mount in a world already driven by “overcommunication.”

“The onset of the campaign season raises the level of distraction several decibels higher without necessarily enriching the quality of public discourse. All these make our jobs as public communicators challenging if not daunting,” he added. — Mitchelle L. Palaubsanon/MEEV (FREEMAN NEWS)