GENERAL SANTOS CITY (PIA) — Director General Jose Torres Jr. of the Philippine Information Agency (PIA) reaffirmed the agency’s commitment to navigating the challenges and opportunities of the digital age during the recent regional convention of the Information Coordinating Network Soccsksargen (ICON-SOX) Organization, Inc.
ICON-SOX Organization, Inc., is under the tutelage of PIA Region 12, composed of different information officers from national line agencies and local government units, including private sector partners.
Highlighting the impact of modern technology and artificial intelligence, Torres announced the agency plans to conduct skill-enhancing workshops, which intend to align information officers with the “evolving landscape of information dissemination.”
He said that social media has a dual nature, describing it as a “double-edged sword” that offers quick spread of information while at the same time posing some challenges to authenticity.
“We now live in a time when information is faster than ever, brought on by modern technological advances and artificial intelligence,” Torres said.
To address these challenges, Torres said that PIA will launch a Media and Information Literacy (MIL) project, focusing on a “more stringent approach to misinformation and disinformation.”
Torres explained that the MIL project will empower Filipinos, especially the youth, with critical thinking and fact-checking skills.
He also discussed vital communication strategies that will help government communicators align with the goal of enabling “informed decisions and informed choices” among the public.
Meanwhile, PIA Deputy Director General for Regional Operations Adolfo Ares Gutierrez, represented by Executive Assistant Venus Valdemoro, presented some essential tips on effective digital content communication, citing as an example the country’s successful digital campaigns, such as the Department of Tourism’s “It’s More Fun in the Philippines.”
“Keeping the facts straight is not just a matter of good communication; it’s a responsibility to the public, ensuring that trust in government institutions is upheld,” she said.
Valdemoro also showcased PAGASA’s use of social media for real-time public safety updates and highlighted PIA’s very own ‘Kapihan sa PIA’, an innovative digital talk show that promotes government programs, projects, activities, and other initiatives.
She explained that through effective content writing and social media management, government communicators will be able “to build trust, establish credibility, and form stronger bonds with the public.”
The convention also explored other topics from PIA. Frances Mae Macapagat, PIA Regional Operations Division chief, underscored the importance of adopting strong brand management for government agencies.
She emphasized that creating and maintaining a good brand requires the entire organization’s support through an integrated marketing campaign and design.
In the meantime, PIA 12 Assistant Regional Head Danilo Doguiles discussed “empowering government communicators with mobile media skills.” He shared PIA 12’s best practices in managing social media pages, such as responding promptly to legitimate questions, issues, and other concerns; updating regularly; and publishing relevant and engaging content.
The message from PIA resource speakers emphasized the importance of equipping government communicators not only with knowledge of digital media but also with a unified message to establish genuine connections, said PIA 12 Regional Head Fryan Abkilan. (HJPF edited by CTA, PIA SarGen)
