Uson and the controversial video

When it was reported that Assistant Secretary Margaux “Mocha” Uson was being tapped to push Federalism, many were shocked. Social media exploded with criticisms over the decision.

Joining the fray, we wrote on Twitter on 29 July the following in reply to a national broadsheet’s post on the same site: “Tapping her is the most brilliant idea if your intention is to have your proposal rejected overwhelmingly by the people. In this regard, please do tap her because I am certain she’ll cause this whole circus to implode in the face of Duterte.”

That innocent post turned out to be prophetic. The country’s mainstream and social media are abuzz since Sunday with news stories, posts, commentaries, favorable and critical but mostly critical, the bottom line of which was to point out that Uson’s choice was a monumental error after she posted on social media a video-jingle she did to promote Federalism that totally boomeranged on the campaign itself.

The controversial video that Uson did not deny being authored and produced by her caused administration officials and allies to distance from her and her video-jingle.

Even the very sober Sen. Aquilino “Koko” Pimentel III reacted strongly to Uson’s stunt to the point of asking her to go on a leave from her active role in the campaign. The young Pimentel accused Uson of denigrating Federalism itself.

Sen. Panfilo Lacson said that while the push for Federalism is already dead, Uson made sure the ashes of Federalism be spread all over the country. Strong words from a senator who had always been known to be very careful and calculating in his words and terminology every time in his statements.

While we are skeptical about this adventure of shifting from the present presidential form of government to a Federal system of government, we did not expect the idea will hit an unexpected snag, courtesy of the person tapped to sell it to the people.

Presidential Communications Operations Office Secretary Martin Andanar had to issue clarifications as regards her role in the campaign just to deflect the horrifying public relations faux pas by his underling.

Yes, this is a big blunder in public relations. But Uson is not a trained practitioner of the field, hence she can’t be blamed totally. Perhaps this is the reason why President Duterte did not blow his top because of this public relation faux pas. He maintained his cool despite the uproar.

There is no doubt Uson did the unthinkable Federalism video-jingle with the best of intentions. It is apparent and could not be doubted that she wanted to help push Federalism.

What was gravely missed is the fact that Uson is not an expert in public relations. She may be good at entertainment when she gyrates on stage with sexy dance numbers but this is not the kind of PR needed to push Federalism. Federalism is too important a concern that people can just be swayed into support through sex-laced campaign and bodily gyrations.

Here Uson was a dismal failure. She should have sought guidance from some PR experts.

She should be cognizant of her limitations if she wants to endear herself to the President as a no-nonsense PR practitioner.

She should recognize the fact that indeed little knowledge is very dangerous, especially when she fails to realize her limited knowledge of her work. Despite it, Uson does not deserve to be condemned but needs to be advised. However, if she continues her ways, then perhaps her engagement with the Duterte administration should be given second thoughts.

Her handlers should also not give her all the latitude to do things her way knowing her limitations. Another faux pas of this magnitude will not only make her look bad in the eyes of the public but will also make the Duterte administration a laughing stock as well.