Medium is the message

I had an interesting interaction with my longtime media colleague, Presidential Communications Office (PCO) Acting Secretary Dave Gomez, during one of my visits since I left the Presidential News Desk on 30 June 2025.

The journalist DNA embedded in me compelled me to ask questions as to his intentions for the office and how he plans to achieve them.

Based on his responses, which I won’t disclose to allow Dave the opportunity to make adjustments as he progresses, his learning curve in the PCO will not be short despite his nine-month stint as Director General of the Philippine Information Agency (PIA) from January 2001 to September 2001.

He needs to stay updated on political and media developments as the chief communicator for Malacañang. His role is not to promote his boss, President Ferdinand Marcos Jr., since the election campaign has ended.

Instead, he is responsible for conveying government programs and ensuring that the grassroots understand and support them. This effort will generate goodwill, ultimately enhancing the President’s image.

His plans for digital transformation will face challenges if he ignores the significant influence of social media, especially considering that he was particularly exposed to traditional media.

He must exert greater effort to stop the revolving door at the top of the PCO over the past three years. He should win over the public, particularly those opposed to his appointment, such as Sen. Pia Cayetano and other health and child rights advocates, due to his connections to the tobacco industry.

Last week’s mishap with the headline of a PCO press release that went viral on social media highlights the critical need for clear and precise communication within the government.

The mistake in syntax suggested the President had been inactive for a decade, despite his having been in office for only three years. It ruined the graphic’s intention to highlight the highly anticipated launch of the Dalian trains for the Metro Rail Transit Line 3 (MRT-3).

The slip-up was more than just a moment for social media amusement — it raised questions about the efficacy of the government’s communication strategy and the responsibility leaders have to present themselves with integrity and clarity. It reflected a cringeworthy misstep that showed a lack of attention to detail. In an era where every word can go viral in seconds, the stakes are incredibly high.

“Everyone makes mistakes. Sabi ko huwag na lang ulitin uli (I told them not to repeat it),” Dave said wryly.

It may be beneficial for the PCO to hire a grammarian as part of its editorial team to thoroughly review its press releases. Having a master’s or doctoral degree, or completing online courses from Stanford or Harvard, does not substitute for language proficiency.

As the public has demonstrated through their humorous responses to the graphic, an underlying frustration with communication exists that feels disconnected from the realities of governance.

The fact that such a gaffe could easily be interpreted as a reflection of the administration’s performance speaks volumes about the public sentiment.