Capitol’s messaging

It was in the news several days ago but it still chaffs my sensibilities whenever I think about it. It’s the plan of the Cebu provincial government to hire an advertising firm that will help Capitol promote its projects and programs.

In the bigger scheme of things, P3.2 million in public funds going to an advertising firm may just be within the proper range. But then we don’t really know until the details have been worked out and revealed.

At least it shows the efforts of Capitol under Governor Hilario Davide III to inform its constituents about its various programs and projects; “if there are any,” Davide’s critics would hasten to add. Even some neutral observers can say that the Davide administration is nowhere close to former governor Gwen Garcia in successfully promoting Capitol’s projects and programs.

Self-promotion may not be a game-changer in provincial politics. The political landscape in the province post-EDSA has always been largely determined by the forging of alliances with prominent clans in the congressional districts, coupled with Capitol’s direct and mutually beneficial arrangement with cities and towns. But in a close election contest, self-promotion could spell the difference.

To be fair, the Capitol under Davide has achieved many good things for the province. During his first term, for example, I remember attending an evening program at the Capitol where they gave CDs containing a comprehensive report about Capitol’s various projects and programs. Browsing through the report, I wondered why none of the achievements stated there really registered in the people’s minds, or at least were highlighted in the mainstream media.

There’s idealism in the Capitol’s slogan “Kalambuan sa Matag Sugbuanon.” I take the slogan to mean as “inclusive growth,” leaving no one behind in the province’s economic development. But it has, in the eyes of distant observers, stayed that way – a slogan lacking in concrete milestones. What does “kalambuan” look or feel like, really?

For sure, there are new farm-to-market roads, organic farming and agricultural productivity programs, a sustainable tourism program, scholarships, and perhaps many more. If one pays more attention, one would learn that Capitol has even earned a Seal of Good Local Governance from the Department of Interior and Local Government for three consecutive years already. Its disaster risk reduction and management office has been recognized by the Office of Civil Defense for its excellent work.

Still, many people ask: What has Governor Davide done? Where the question should be: What has Governor Davide failed to do? I’ll leave the more comprehensive assessment to political observers and economic experts. And whether or not he deserves a third term, that’s entirely up to the Cebuano electorate who will have to consider the qualities of Davide’s possible opponent.

But let me say that Davide has constantly failed to set a clear and consistent messaging throughout his principle and strategy of governance – something that former governor Gwen Garcia had masterfully done during her term.

If the province is going to spend P3.2 million to pay for an advertising firm that merely dishes the same kind of hodgepodge pointless information to its constituents, that would be P3.2 million down the drain.

Okay, “pointless” may be too harsh a word to describe it. But if I’m a farmer and you’re going to inform me that the province is building a road from my farm to the market, I would certainly be happy.  But to the rest of the people, it fails to bring home the point.  Now, if you’re going to tell the people that the project will cut travel time from the farm to the market by more than a half, lower agricultural prices by a third, and increase productivity of provincial agriculture by over 10 percent, you have their attention. 

You’re not just informing your constituents. You’re helping them understand what you are doing and the impact it will have on their lives. Go beyond just delivering information; go tell your people a story, one that will inspire and motivate them, and help them identify with your vision.

I don’t exactly believe in the saying “action speak louder than words.” That only rings true when a person is all words, no action. Leaders who have something to show, must also know how to tell the good story and tell it so well the people will understand why they placed their leaders there.