Total package
A PCO secretary is not always a media man, but someone who understands the principles of mass communications and knows how to apply them.
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A PCO secretary is not always a media man, but someone who understands the principles of mass communications and knows how to apply them.
Dave Gomez strode alone quietly, confidently to his new office at the Presidential Communications Office at Malacañang. It was his first day as PCO Secretary, the fifth to hold the position in three years.
“I can handle it,” Dave assured me Thursday night as he canceled our planned coffee talk due to his abrupt oath-taking scheduled for the next day.
“Please pray for me,” he added.
Dave’s solo arrival contrasted starkly with that of his predecessor, Jay Ruiz, who came to the PCO surrounded by a team of aspiring presidential appointees, some of whom were strutting and trying to assert influence even without official appointments.
While Jay left hastily on his last day, his predecessor, Cesar Chavez, had stayed, giving a briefing to ensure a smooth transition. Cesar assured Jay he had instructed his team of political appointees to submit their irrevocable resignations to allow Jay to choose his team.
The three scenarios clearly distinguish the men from the boys, the professionals from the amateurs.
Dave and I covered the presidency during the time of President Fidel Ramos at Malacañang. We had both been campus journalists, serving as editors-in-chief of our respective university student newspapers. At the time, Dave was with the Philippine Star and I was with the Philippine Daily Inquirer. He has always been humble, God-fearing, and a staunch advocate for press freedom.
After 11 years in the media, Dave transitioned to advertising as the public relations manager of Leo Burnett Manila and later as director general of the Philippine Information Agency. His long stint as corporate communications director at Philip Morris International took him to the company’s offices in Switzerland and Hong Kong, until his recent retirement.
Dave is the total package. He would end the “Iskul Bukol” in the PCO.
A PCO secretary is not always a media man, but someone who understands the principles of mass communications and knows how to apply them. They can come from advertising, public relations, or communication research. Advertising professionals know how to sell a brand or product, so they understand how to apply the same advertising principles to government programs for effective brand positioning.
A good mix should include a seasoned crisis public relations professional who handles media interactions, manages potential problem areas, and executes effective damage control.
A strong background in media, government, and corporate communications is an added advantage for a journalist. However, in my 40 years in the industry, I’ve encountered very few individuals with this diverse skill set. They are rare in the media field and are typically intellectuals.
Dave’s challenge is to assemble the right mix. Skills are necessary, but cultural fit is equally crucial. Teammates must align with the PCO’s values and mission because team members with similar ethos are more likely to work well together.
Dave will not promote cigarettes, so let’s hold our punches and give him a chance to prove himself. He is not a DoH secretary, so there’s no need to panic.
If Dave doesn’t deliver, those who predicted doom are free to shout, “NEXT!!!”
