Love her, hate her, but your personal opinion of her doesn’t matter.

Television is a powerful yet unforgiving medium. The shock and awe it generates in the audience largely depends on the individual’s public persona in front of the camera, particularly in the case of Clarissa “Claire” Castro-Seechung, or simply Claire Castro, who serves as both the press officer and the undersecretary of the Presidential Communications Office (PCO).

Claire conveys PCO information to the media and manages the overall narrative surrounding the Marcos administration. Her ability to command attention and deliver messages with clarity and confidence stems from her experience as a lawyer and podcaster.

Sarcastic responses often mark her poised demeanor, strong fashion sense and humor. Claire easily glides through public opinion while navigating the complexities of her office.

When I, as Chief Editor of the Presidential News Desk (PND), first met her in Malacañang shortly after her oath-taking, Claire spoke to the camera as if addressing the court, trying to convince the judge emphatically.

I told Claire I liked her style and the enthusiasm that came with it. She giggled in response. Off-camera, Claire is different from her on-screen persona. Even when she’s busy reviewing her responses to potential media questions, she still smiles at everyone around.

Claire’s first media ambush interview in Malacañang caused jitters; her sharp tongue pierced anyone asking the wrong question, or she wandered off when she did not know the answer.

Still, most of Claire’s statements go viral and attract engagement, even from critics of Malacañang.

You will be entertained by the level and ferocity of engagement from her critics, who contribute significantly to her internet popularity or notoriety. Their assessments range from the quality of her impressive response or lack thereof, to her motivations and even her fashion sense. Your views would depend on which political perspective you align with.

Claire’s social media algorithms would rise and fall whenever she returned insults to senders.

Her media engagement traffic is so high-speed and unpredictable, courtesy mainly of critics who refer to her as “Anti Kler” or “Auntie Claire” in the comment threads, as if addressing a Mary Poppins.

Claire’s regular media briefings allow her a steady platform to craft a narrative that resonates with some while provoking criticism from others. This reflects the polarized views of the public regarding her performance and the policies she represents.

In a world overloaded with information, she straightforwardly communicates key points, even singing “Happy Birthday to You” for former President Rodrigo Duterte in one media briefing to the bewildered audience.

Whether addressing economic challenges, foreign relations, or public health concerns, her briefings always invite engagement and at times confusion, prompting some senators to remind her that she is not the President’s spokesperson.

The media environment is in constant flux, with the rise of digital platforms transforming how information is disseminated and consumed. Claire has adapted to these changes to her advantage, using social media and digital channels to reach diverse audiences.

We may not always agree with her opinions, but I concede that she is the best front act for Malacañang to confuse or diffuse an angry Duterte mob.

Like any worker defending a boss, Claire has demonstrated remarkable loyalty to her responsibilities. Her voice has single-handedly kept the PCO on the public radar, especially during dormancy. For this alone, she deserves credit.

Unlike other political appointees, Auntie Claire clearly understood the assignment.

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