Palace turns to PR gurus to improve GMA’s image

Malacañang appealed yesterday to the "sense of patriotism" of public relations (PR) practitioners to help prop up the image of President Arroyo, which has been taking a beating in the media.

In his speech before the Third Public Relations Summit at the Makati Shangri-La Hotel, Press Secretary Ignacio Bunye said Mrs. Arroyo has "suffered tremendously in terms of media coverage and commentary, and for as long as the atmosphere remains politically charged, there will be surely be no respite from the many PR challenges that we face."

"It is in this light that I wish to enlist your help," Bunye said. "I ask for your help, not because I speak for the President, but because it is time for us all to do what we can, in our respective spheres of influence, for the country we love and must build together."

He reminded PR practitioners that it is "our patriotic duty to support and assist the President, instead of wishing her downfall."

Bunye pointed out that "more progressive" Asian countries "have observed that notwithstanding our natural resources and the immense talent of our people, we are not able to move very far since we are bogged down by pettiness, partisan politics, parochialism, regionalism and plain old selfishness."

It is not the first time the Palace sought the help of PR practitioners to improve Mrs. Arroyo’s image, which has been battered for the past several months over questions of legitimacy and accusations of corruption.

Mrs. Arroyo has been fending off destabilization attempts from her political opponents, who include communist rebels and rightist elements.

Bunye said the PR practitioners had committed to helping the administration for free.

He said his responsibilities and tasks as press secretary and the work of PR practitioners are very similar in that the success of the President and her administration depends largely on his ability to communicate her positions and programs to the public and to generate support for them.

Bunye said the country’s future does not rest on "our President’s shoulders alone" and that "each one of us has a stake in our country’s future and ,therefore, we must contribute and sacrifice accordingly."

He said many of the administration’s political opponents, motivated only by self-interest, have been hurling allegations even if totally false. Unfortunately, because of "our chismis-driven (gossip) culture, such concoctions" are taken as gospel truth, he said.

"All the bickering, mudslinging and politicking prevent our country from truly taking off. It is a shame that a nation of such talented, gifted and hardworking people cannot get its act together," Bunye said.

He warned that unless everybody put their "differences aside and work hand in hand, no matter where our political sympathies lie, our country will continue to be like an aircraft in a holding pattern - merely circling and not touching down."

PR support for Charter change

Bunye also sought the support of PR practitioners to play up the government’s initiative to amend the Constitution to lift restrictive economic provisions and pave the way for the shift to a unicameral parliamentary system of government.

He said the country had made progress in the economic front but this should be sustained and made permanent through Charter change that would put an end to "dirty politics."

"That is why we are now in the thick of creating a modern Constitution, one that will build a modern Philippines with a strong economy, millions of new jobs, better education, access to healthcare and lasting peace and order," Bunye said.

He said the crafting of a new Constitution is urgent as it would provide for more local control, greater accountability of the politicians, better service delivery, stronger police protection, less opportunity for bureaucratic corruption, and more jobs and economic development at the local and provincial level.

Bunye also called for support of the people’s initiative, the nationwide signature campaign to be launched next month by local government executives pushing for Charter change.

"For in the end, it is you — the people and not the politicians — who will ultimately decide on this matter," he said.