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CSC1“Mass media is a pervasive, often intrusive, presence in a democracy and open society like the Philippines. Public officials must understand the motivations and work culture of media, and must try their best to establish good relations with reporters, editors and publishers.” This is the essence behind the conduct of two-day seminar on Managing Relations with Media held last August 13-14 at CSI Training Room, CSC Bldg., Constitution Hills, Diliman, Quezon City.

The seminar was participated in by a total of 33 public information officers from different government agencies in the country.

Mr. Arthur Luis P. Florentin, Executive Director, CSI-CSC, gave his welcome remarks said, “I am happy that many public information officers of different government agencie responded to this training. It is important for you to have strong relationship with media for the dissemination of your programs and advocacies.”

Mr. Jose Agustin “Sonny” Cuenco, from the Communication Department of Ateneo De Manila University, explained the communication framework as basis for diagnosing, planning and organizing communication initiatives, including the relations in media. He in introduced to all participants the communication frameworks such as: Purpose, Audience, Subuject, Source, Media, Authority, Professional, Time and Timing and Budget that he shortened as PASS-MAP-TB for easy recall.

Highlight of the seminar was the workshop wherein the participants were divided into 5 groups. Each group was given an article to read come up with a presentation focusing on the key messages, lessons learned in terms of improving their respective agency communication initiatives and/or averting a crisis, share real life experiences related to the given article and pick 2 relevant points for discussion.CSC2

The seminar provides an overview of media and practical tips to get on their good side. It aims to familiarize the public official with the nature of media, its different channels and formats, the common types of media releases and press “encounters” forum, and how best to get media mileage for information dissemination.