Under Memorandum No. 138, which define the duties and responsibilities of Defensor, he is specifically tasked to create a "desirable public face or image" for his boss.
Mrs. Arroyo’s credibility before the public suffered tremendously with the "Hello, Garci" scandal, which prompted her to apologize to the nation for calling an election official during the canvassing of presidential votes in May 2004.
However, the opposition and other critics alleged that the wiretapped conversations between the President and the election official, believed to be former Comelec commissioner Virgilio Garcillano, showed her connivance in the alleged poll fraud.
The new tack is obviously to make the people, especially the poor, feel the economic gains achieved by the administration through several projects related to social services.
Under the memorandum, Defensor is to become the "presidential communicator" who will disseminate the strategic policy and program initiatives of the President.
He would have to "communicate to all stakeholders and public presidential decisions and initiatives" and "ensure that information is communicated in the right way, at the right time and to the right people."
Defensor admits restoring the President’s public credibility will not be easy but he does not plan to refurbish her image "in a dramatic way, like magic."
He said he would instead try to project the President as a leader determined to make a difference in the lives of the people and as someone whom the masses could identify with.
"What is important is to show what she is doing, how hard she is working. I think if you make it dramatic, like try to make her look like pro-masses, it’s not going to work anymore," Defensor said.
"We just have to make the people aware of what is really happening, to make the President transparent — show how she works, how she conducts meetings, how she conducts herself, the accomplishments, the directions and the vision she has for the country," he said.
"Regaining the credibility may be a bonus, but for us what is important is that our people are aware of how hardworking the President is," Defensor said.
The problem, he joked, is that he — the President’s salesman — is not very "desirable" himself.
Defensor was also tasked to build and maintain "bridges" with critical stakeholders such as the Cabinet, Congress, the judiciary, the private sector and lobbyists.
Defensor has been leading reconciliation efforts with deposed President Joseph Estrada and other leaders of the opposition. He has broad powers and will manage the schedule of the President along with the Cabinet Officer for Presidential Engagements.
His job description also lists him as the Malacañang Palace manager, tasked with overseeing internal household affairs, the Philippine Charity Sweepstakes Office, the Appointments Office and the Presidential Management Staff.
Defensor will also supervise the protocol office, the social secretary’s office, the correspondence office, the speechwriting group and the Malacañang Museum.
He is expected to provide good, wise and honest counsel on important matters of policy and politics, including the proper timing for decisions as well as to review paperwork and statements coming in and out of the President’s office. — Aurea Calica