The Bureau of Customs (BoC) has unveiled its communication plan for 2025, which is anchored on three broad strategies aimed at promoting transparency, a better public image and healthy connections with stakeholders.

OCOM Memo No. 67-2024 says the 2025 Communications Plan envisions a BoC that is “highly regarded, respected, and appreciated by all its stakeholders, cultivating a culture of open communication, transparency and responsiveness. This will establish the BoC as a model of excellence in customs administration.”

The plan will be anchored on a framework known as the B.O.C. Strategies, with B.O.C. standing for “Build, Orient and Connect.” The framework will serve as the roadmap of strategies, tools, and techniques to be utilized by the agency in public information and stakeholder engagement.

‘Build’ strategy

The “Build” strategy calls for establishing trust by enhancing the BoC’s reputation, according to the memo issued 23 December 2024 by Customs Commissioner Bienvenido Rubio.

“The plan aims to educate the public about BoC processes, customs laws, and regulations while enhancing the agency’s image to build trust and confidence in its services,” Rubio says.

“Orient” will look at how to strengthen engagement with stakeholders, including importers, exporters and shipping companies, through regular communications, clear guidance and feedback mechanisms to enhance customs procedures.

“Connect” is all about enhancing internal and external communication by improving internal communication within the BoC through addressing resource constraints, and by utilizing social media and digital platforms as well as developing standardized communication guidelines for consistency and effectiveness.

Implementing new innovative strategies

OCOM Memo 67-2024 said the new communication plan involves “a scheduled implementation of new and innovative strategies as the blueprint for development planning and for engaging with internal and external stakeholders and the public.”

The communication plan lines up several special projects and activities this coming year to accomplish its objectives.

These include the holding of an annual communications summit, with the first one slated for February 2025, to ensure the smooth implementation of the communication plan across all groups and ports.

Another special project is the conduct of a study of the top complaints and concerns to identify key areas for enhancing BoC’s public services. This project will be implemented semi-annually in June and December 2025.

Also a special undertaking is the holding of stakeholder forums every time a new administrative order or memorandum order is issued to increase public understanding of newly implemented customs policies and procedures.

Memorandum order on operational guidelines

Moreover, in March 2025, a customs memorandum order on operational guidelines for the Public Information and Assistance Division will be issued, establishing the body’s critical role in facilitating effective communication between the BoC and the general public.

Another planned special activity is the creation of a crisis management committee in the second quarter to recommend the official response of the BoC to negative news stories. This includes offering solutions promptly, preventing media misinformation and mitigating potential damage resulting from the ongoing crisis.

In January, the BoC will create a customs information committee tasked to consolidate, prepare and validate key BoC reports and accomplishments, ensuring consistent and accurate information across the agency.

And every quarter from March to December, the BoC will partner with local government units to address misinformation about the agency through the “Customs Community Caravan.”

At the same time, OCOM Memo 67-2024 says the organization will still continue with its regular and ongoing activities and projects focused on preparatory and monitoring activities, media and communications activities, marketing and production activities, and reportorial requirements.