Information as power

It is quite difficult to teach young students the importance of opinion writing as an integral part of journalism. Many would think that the job simply involves news, a few features, some photographs, and maybe a sports section. Yet the heart of journalism also lies in the nitty-gritty. It is the in-depth analyses and commentaries that pave the way for a more informed citizenry. To their amusement, I often tell students that information is power. This was echoed in an interview I once had with an engineer from the Department of Information and Communications Technology. He told me, “Information is vital” especially during disaster response. To quickly gather, process, and relay accurate details can save lives. This is why I was alarmed when a few news stories surfaced about the lack of a designated Public Information Officer (PIO) at Cebu City Hall.

I would like to think that this is not a trivial vacancy but could potentially lead to a gap in a crucial communication channel between the city government and its people. Why this role was left out as a priority, we do not know why. The role of the PIO is not merely to churn out press releases or design publicity campaigns for the city’s programs. It is to ensure transparency, provide timely updates, and coordinate with media organizations that serve as the public’s eyes and ears. A competent PIO also helps navigate the busy schedule of the local chief executive to secure time for the press. This may be a matter of minutes, but those minutes can make the difference in delivering timely information to thousands of households. After all, the public deserves to know how the city is being run. This is people’s right after casting their votes.

The vacancy also raises concern for the staff in the PIO office itself. Sources say the mayor’s secretary hands over the official schedule to the PIO office, giving them some discretion to use it for coverage plans. However, without a clear leader or strategic direction, priorities become blurred. The PIO team may gain access to venues where official meetings or courtesy calls take place, but the media, which needs such information for public dissemination, is often left outside the loop. On rare occasions, reporters manage to catch an open huddle, provided they get past the protocol officer assigned for the day.

The absence of a strong PIO presence leaves journalists to rely on tidbits of updates, unofficial tips, or social media snippets. That is not the way to build trust or ensure that the public gets accurate, contextual information. In an era where misinformation spreads faster than facts, official communication must be proactive, consistent, and accessible. I trust that this issue will be put to rest and that a perfect individual will get the job. I hope to meet this person soon and he/she becomes an integral part not just of the City Hall but of the local news production process.