The Media Relations Function of the Public Information Officer/Spokesman as a PR Strategy: A Case Study of the Philippine National Police

Abstract

This research was conducted to describe the multi-faceted media-relations roles and functions of the PNP Public Information Officer (PIO) and Spokesman. It also tried to determine his qualities and skills, his adherence to public relations principles, and the strategies he used to project a favorable image for the organization. Lastly, it attempted to discover the problems he encountered in his dealing with media. The study was essentially descriptive in nature. The survey research method was utilized and questionnaires were distributed to the PIOs and Spokesmen of the PNP who were the respondents of this study. Purposive sampling, however, was utilized since the respondents were chosen subject to their availability and the proximity of their assignments to Metro Manila. In-depth interviews followed to further probe their answers in the questionnaire. Percentages were derived on the nominal and ordinal questions to analyze the results of the study. The results revealed that the PIO/Spokesman of the PNP has the overall objective/goal of maintaining a sound and favorable image of the PNP through the timely release of information and enhancement of relations with the media. It is the unit tasked with the Public Information and Education (PIE) component of the police community relations program of the PNP. In addition, it serves as the official "mouthpiece" of the Chief or Director, who echoes his views and sentiments and that of the entire command. The PIO/Spokesmen of the PNP were found to have the following functions and roles: as Counselor to their Chiefs/Directors, As Spokespersons / Information Source, As Communications Link/Liaison, and to a limited extent as Communication Technicians. The PIO's/Spokesmen were found to possess certain qualities and skills that helped them learn easily the nuances of their functions. According to the respondents, their educational background, training and past experiences helped a lot to make their tasks easier. Of particular importance was the training undertaken on media relations, public information and public speaking. Those who have not undergone the needed training considered this is one problem which they perceive needs to be addressed by the PNP in order to professionalize and standardize their functions. Qualities, on the other hand, which the PIOs/Spokesmen claimed to possess and which they deemed necessary to be effective were credibility, accessibility, expertise, honesty/sincerity, objectivity, trust and confidence of the Chief/Director and the press, and media sense. In terms of their adherence to the PR process, many of them relied on research methods although only of the informal type. Relatively few engage in planning of their communication activities. And they do not have a specific standard to evaluate the effectiveness of their public information programs. The respondents, however, considered themselves effective to the extent that they are able to disseminate the needed information to the public at the right and opportune time. In terms of strategies used, the study revealed numerous methods used by the PIO/Spokesman to disseminate information and enhance media relations. All respondents averred that they use the press release, the press conference, and the radio/TV interviews to disseminate information about their accomplishments. To a limited extent and depending on the budgetary constraints of their units, some PIOs/Spokesmen used brochures, photo releases, audio-visual presentations, exhibits and displays, billboards, paid advertisements, and editorials or letters to the editor. Media events were also organized including press parties/fellowships, media outings, tours or press junkets, and anniversaries. Furthermore, the provision of a suitable and well-equipped press office and maintenance of cordial relationships with media practitioners are other strategies used by the respondents. The biggest problem encountered was the unethical practice of some media personnel. They also lamented the lack of skills upgrading/training afforded to PIOs/Spokesmen. In addition, there was no standard operating manual, which provides the policy direction and implementing guidelines to be used by PIOs and their staff. The lack of a separate budget was not seen to pose much of a problem since they can readily request for additional funding for the special projects not covered by their MOEs. Finally, no specific gauge or measure to evaluate the gains of the public information programs were instituted reportedly because of the difficulty of quantifying results of Public Information efforts. The researcher recommends the PNP, in cooperation with the media representatives, to draft a Written Media Policy and Guidelines to be strictly adhered to by both parties in the conduct of their respective functions. The PIO, NHQ must also regularly conduct a training module or seminar/workshop for all PIOs/Spokesmen nationwide. This would include training on media relations, public information strategies, and on public speaking. It is also recommended that the PNP Toastmasters Club be reactivated to provide a venue for the PIOs and Spokesmen to harness their speaking skills. It is also suggested that the PIO, NHQ publish a Media Relations Manual to educate all PIOs/Spokesmen in the different regions of the country. This way their functions and activities may be standardized. The Standard Operating Manual must likewise set the basic qualifications standards for future PIOs/Spokesmen. Lastly, as a way to evaluate their information dissemination efforts, content analysis of tri-media releases is recommended. For further studies, this researcher recommends a similar study this time using a wider coverage of respondents including those in far regions, a content analysis of different print media on the actual use of the press releases distributed by the PNP, a study on the effect/impact of the PNP Spokesman/PIO on a particular community, and a comparative study of the PNP and AFP Spokesmen, to establish parallel areas for standardization.