Copy what works

If it’s fairness they want, then so be it.

Members of the new administration are clearly puzzled and harassed with their new “relationship” with media. Just like in past administrations, the first week in office has produced the usual conflict between media and the new administration.

It’s not new but it is strange.

Strange because this administration has constantly been associated with veteran media personalities such as Maria Montelibano as well as a number of news personalities such as Ricky Carandang and Manolo Quezon, not to mention Kris Aquino and Boy Abunda.

Of course all of that is now wasted since the Presidential spokesperson and the Secretary of education both got hot under the collar, while a number of cabinet members are now confused and running scared of making mistakes or antagonizing the media.

A few things became very clear last week. First “the media” wanted fairness in access to information or interviews. Second, “the media” is also being used by critics or interested parties, to discredit several cabinet members in order to take their place or forward a very different agenda. And third and most important of all, the way President Benigno Aquino III reacts or responds to the “media” pressure will spell out if he is a leader who stands by his people or not.

After nearly two decades of news blackouts and dictations, succeeding governments got suckered into the idea that media had the right to hound, harass, demand or ambush interview government officials. From extreme wrong, past administrations went to excessive “right”.

Popularity replaced effectiveness and soon, the media was the one determining if the people should like an administration or a particular official. It has even reached a point where government officials played along with media and this has led to officials competing against each other to the detriment of past administrations.

Blame it on too much western influence but the sad truth is many of our colleagues in media are now acting more like the dreaded “paparazzi” than well-trained reporters and thinking journalists.

I personally know of several radio and TV anchors who demand that a cabinet secretary should be available for interview as early as 5 or 6 in the morning. If the government fails to comply, they childishly ridicule and insult the official on air. Can you blame officials for avoiding media? Grow up guys! Just because you want a scoop or increase your influence and rating does not give you the right to hurt others and ruin their reputation.

If it’s fairness the media wants, then give them a dose of their own medicine.

The best example of fair and equal treatment of the media would be the way PAG-ASA gives out their weather bulletins especially during typhoons. Give out all the information and summaries on fixed schedules and if anyone wants an interview, it can be viewed and quoted by all reporters present. No more “exclusives”, no more ambush interviews and no more early morning shake up interviews.

Let everything be formal, factual and restricted to actual summaries. No speculation and no questions unrelated to the summary or announcement. Let reporters in various departments and attached agencies do their job and the necessary research. NO MORE SPOONFEEDING.

All departmental communications should be handled by the designated communications officers of each department and not necessarily by the cabinet member. In this way, “beat” reporters assigned to each department are actually the first to get the news and not leftovers after three or four radio anchors have outscooped their own reporters.

 “Professional communications officers” have daily working relationships with reporters assigned to their beat and would know how to do things. This system which is actually in place but not being utilized, would also partially insulate cabinet members from unnecessary mistakes, and free them up to address their priority concerns. It also reduces the temptation on cabinet members to get “pogi points”.

Follow the San Miguel Corporation philosophy, where people promote the corporation and not the other way around.

During the Arroyo Administration, a number of cabinet members told me that they were very wary of getting too popular because jealousy reigned within and outside Malacañang. So in the end, all the focus was directed to PGMA. But that backfired because there was more bad news than good and in the end, PGMA burned while those who should have taken the fire hid behind PGMA.

It is admirable that President Benigno Aquino III willingly steps into the gap and submits his cabinet members for training. But in like manner, members of media and their officers and employers should now do the President the courtesy of retraining and educating their reporters first on humility, respect and ethics.

Fair is fair.