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Media Strategy for PAGCOR and its Chairman

The basic strategy in handling media for PAGCOR and its Chairman is simple and
straightforward: it should be a positive, proactive projection of the institution and its
benefits to society.

I. The Chairman
For years, any sitting Chairman has been perceived as front and center of the
organization, always begging to answer the question: “Where is he headed with his
career after fleecing the PAGCOR?” It is no big secret that the organization is a big
money maker, its very nature being money and how one tries to get more of it. The
high-profile Chairman is always perceived as one who wants to seek higher political
office.

The current Chairman and key officers therefore should keep a low profile. Any
and all publicity for PAGCOR should be for the better imaging of the organization,
especially in socio-civic work. It is in projecting the organization as doing good works
and engaging in projects beneficial to the community and country that the best and most
positive image for the Aquino Administration as a whole is derived.

II. The Media

Philippine media’s very nature is wayward. On one hand, the exuberant democracy has
begat an irresponsible media – sometimes too enterprising that it sees skeletons in
closets where there are none.

On the other hand, there is the paid media known for their hand-outs. That is easy to
handle for they are jukeboxes, playing at the drop of a coin. But even this may turn
against you as you may run out of coins and become part of the corruption if directly
engaged.

In any case, the proposition of a “suppress media” or “stop news order” is a two-edged
sword and should be done only sparingly. The best is to proactively engage media by:

1. Supporting their pet projects, sponsorships and the like – various key media people
have their charities, blocktime radio and TV shows, specialist publications, etc. –
supporting their packages gives value not only to their activities, but provides media
access;

2. Looking into the advertising activities for media entities like local TV, radio, and print
and giving them support;

3. Creating media events that highlight PAGCOR’s good works (such as socio civic
works, sports etc); and

4. Supporting the high-value events of the President and the Administration’s

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image-heavy activities such as tourism promotions and infrastructure projects related to

it which are all heavy in media exposure.
5. Lastly, the engagement of a third party group (organization or individuals) with one
script and common objective supervised by a key communications strategist must be
done. These people will be tapped in all media, not just traditional but through all online
and below the line channels as well. This will serve both to multiply reach and increase
the buffer to the top PAGCOR echelons when crises are addressed.