SAN FERNANDO CITY, La Union (PIA) – The important role of the media in highlighting public service initiatives was the central theme of a Media Salo-Salo held on Jan. 5, 2025, in this city.
The gathering brought together 99 media practitioners from 33 media outfits across the province, emphasizing the partnership between government and media in the promotion of transparency, accountability, and citizen engagement.
Media’s role in public service
In a message delivered during the event, La Union Vice Governor Mario Eduardo Ortega underscored the crucial link between public service and effective communication.
“[The] media plays a vital role in public service. This is one of the key reasons we engage with the media. Everything we do in the name of public service must be effectively communicated to our constituents, and the most efficient way to achieve this is through social media,” Ortega said.
Ortega also added that government initiatives, no matter how effective, cannot fully serve their purpose unless they are communicated clearly to the public.
Echoing this sentiment, La Union First District Representative Francisco Paolo Ortega V recognized the dedication and hard work of media professionals in disseminating accurate and timely information.
He highlighted that their efforts play a significant role in advancing the province’s development and ensuring public awareness of government programs.
“I deeply appreciate your work and dedication as our media partners here in La Union. Your role in disseminating accurate and timely information to the public is crucial in advancing our province,” he remarked.
He also stressed the need for media practitioners to uphold professionalism, combat misinformation, and maintain the integrity of their work, reminding media attendees of the importance of continuous learning and adhering to the highest standards in their profession to ensure responsible and effective communication.
Governance and the media
Local journalist Albert Caoile from Radyo Pilipinas Agoo, one of the attendees, meanwhile shared his perspective on the critical partnership between media and public service, emphasizing the vital role of media in fostering an informed and engaged public.
“As members of the media, we have a responsibility to ensure that information reaches the people clearly and truthfully. Events like this remind us of the importance of our role in governance and public service,” Caoile said.
Caoile further said that the media serves as a bridge between the government and the public, highlighting the need for journalists to uphold accuracy and transparency to strengthen community trust and support for public initiatives.
Harnessing digital media’s power
The event also highlighted discussions on how traditional and social media platforms have become essential tools for reaching constituents.
In today’s digital landscape, timely and accurate information shared via social media has proven to be one of the most effective ways to inform and engage communities.
The Media Salo-Salo strengthens the collaboration between government officials and media practitioners in La Union, with both sectors recognizing their roles as key partners in advancing public service initiatives and ensuring the dissemination of essential information across the province.
As La Union continues to implement programs and projects to improve the lives of its citizens, the partnership between government and media plays a vital role in fostering an informed, empowered, and proactive community. (AMB/CCMT, PIA La Union)
