Is Duterte Throwing Away Mindlessly His Public Goodwill

Is Duterte Throwing Away Mindlessly His Public Goodwill

With the after glow of his victory, the president-elect seems to have started on the wrong foot by stepping on the toes of those who ought to be on his side.

Media that always enjoy tender loving care from public institutions aware of its role in shaping public opinion received an unexpected left hook from Digong. Asked what measure he will adapt on media killing, he unintentionally declares an open season on journalists justifying they can be killed under certain circumstances.

He again raised the ire of feminists who earlier were greatly offended by his remarks that “he should have been first” on the rape of the murdered Australian nun by his catcall on a woman TV journalist. Instead of responding to her question, he wolf whistled eliciting laughter at the nationally covered press conference.

He again started to pick a quarrel with the Catholic hierarchy digging up the old issue on bishops receiving expensive cars from politicians and sarcastically inviting parishioners to join his “Iglesias ni Duterte.” He arouse the ire of thousands who were imprisoned and tortured during Marcos law by allowing his burial at the Libingan ng mga Bayani.

Clothed with the support of 16 million voters that catapulted him to the presidency, Duterte has broken all the accepted principles and practices in public relations. In corporate practice, the chief executive is shielded from backlash on sensitive issues by a spokesman who can only be effective if he enjoys the ear of the president.

He has taken for granted a significant segments represented by the church, victims of martial law, the feminist movement, the media, and even foreign countries who have expectations opposite his loyalists that guffaw at his banal jokes. The prevailing perception of a president has been shaped by the personality of those who preceded him. To a certain extent, he will be given cultural latitude with the societal forces that influenced his action and practices. Probably all will be forgiven if he lives up to the promise that parents no longer worry about losing their children to drugs or being shot at by killers riding in tandem.

Post Mortem Senate Elections: How A Neophyte Almost Ended Up As Topnotcher and Incumbents Lose Their Seats

Post Mortem Senate Elections: How A Neophyte Almost Ended Up As Topnotcher and Incumbents Lose Their Seats
The phenomenal performance of Joel Villanueva that lost in a figurative nose as top vote- getter and unexpected defeat of veteran legislator Serge Osmeña Jr. revealed lessons in campaign strategy and executions.

Based on number of registered voters at 55 million maximum worth of ads in the 90 day campaign period, is roughly P275 million. Prior to January 9, candidates for national positions including the senate can pour whatever amount he can afford in so-called advocacy ads. For those throwing their hats for the first time for a national post, this allows a fair playing field for newcomers. With unlimited cash on hand, they have the chance to attract attention and gain name recall on a national scale.

However sheer flood of television ads does not assure that it can sweep one up the winning circle. Villanueva came up with a memorable tag the “Tesdaman” that summed up his job in an imaginative brand. Win Gatchalian one of major spenders had his track record on providing tuition free education to his Valenzuela constituents. Chalking up strong recall after previous bids Risa Hontiveros who championed health care as her key campaign idea made an impressive showing in earning a winning slot among the new senators.

A respected legislator who is known for incisive skills in blue ribbon investigations, Osmeña is reputed to be a campaign strategist who is on his second term and enjoy strong name recall. Compared to the neophytes he lagged behind in television ads strictly limiting his efforts solely in the 3-month campaign period. He could have valid reasons not spending on so-called advocacy that easily double the allowable adspend of winning candidates.

Aside from relatively less frequency Osmeña’s ads played up several key selling points that made his pitch generic without focusing on one single idea that can resonate with voters. The chance of getting in the winning circle is vastly improved in proportion to his campaign chest. What the law prescribes as allowable campaign expenditures eventually double or treble due to the unlimited ads that can be aired prior to the campaign period.

If there will be a fair playing field for those deserving to get elected, the election laws on campaign spending should be amended.

Duterte’s Bank Account: The Straw that Breaks the Camel’s Back

With barely 10 days before the elections, Sen. Trillanes pulled the rug under Duterte and bared documents showing 2.5B in deposits. Earlier his spokesman denied in a TV interview that the account exists. In less than hours the representatives of Sec. Roxas and well-known journalists each deposited P500, which were received and receipted by BPI.

Duterte as with previous remarks that put him in hot water, made another turn around admitting that he owns the account but with only thousands, not billions in deposits. Projecting himself as a poor man who never made a single cent in decades of running Davao, he faces a charge that made a big crack on his honesty and integrity.

Legions of loyalists responsible in getting him in the lead of surveys always hysterically flood the social networks with Duterte’s defense that border on the libelous against critics. Those from economic classes ABC accounted for 40% of his ratings are supposed to be more discerning with well-thought out decisions. Faced with accusations that he lied and attempted to hide deposits, there is a big question mark on his honesty.

In selling an idea, it is easier to gain acceptance if it fits the bias or beliefs of the audience. With the horde of believers who bought the claim that he can get rid of the drug menace and criminality in six months, it calls for a dramatic event to change their mind. The veneer of integrity and honesty that clothe his persona appears to have been cracked by the expose’ of Trillanes.

With strong confidence on the reliability of his unidentified sources, Trillanes put his senate seat and his vice presidential candidacy on the line. If Duterte waives the secrecy of the bank account and the claim is proven wrong, he will resign both positions immediately. In response, Duterte’s lawyer insists that pertinent information such as source be detailed in an affidavit before Duterte will agree to open the account.

There are still a significant number who has not made up their mind or hesitant to jump on Digong bandwagon. If Christian values that uphold honesty and truthfulness are requisite from the highest leader of the nation the fate of Duterte still hangs in the balance.

Attack Ad (apparently against Duterte, Binay, and Poe) Masked as Advocacy

Attack Ad (apparently against Duterte Binay and Grace) Masked as Advocacy

I take my hat off to the imaginative writer who created this attack ad parading itself as guide for choosing the deserving candidate for president. With negative ad against opponents taboo in Philippine election campaign, it takes imagination to skirt around the rule. This impractical prohibition has deprived ad strategists an effective tool to inform voters of the frailties and weaknesses of candidates.

If one listens carefully to the questions posed by the young girls and boy who seek the advise of elders, it is obvious who are being referred to.

With moral lessons from their elders (Tatay, Nanay, Lolo and Lola) the children were told that it is cardinal sin to steal (huwag magnakaw at mangupit) murder (huwag papatay). Later putting emphasis that there are candidates running for the highest position who are “magnanakaw, mangungupit, papatay ng tao at hindi pa handa,” The names do not have to be spelled out to figure out who they are.

It was a clever execution that goes around the TV network that insists only strength and worthwhile traits be played up in ads. With the flood of issues for and against candidates, audience forms opinion on whom to support. There are column feeds, derogatory comments and slanted press releases that show opponents in bad light. It is almost impossible to trace comments in social media that borders on the libelous. Even if regulatory and legal bodies insist that statements against opponents toe the line, they filter out and create impression that label personalities.

In swaying opinion propagandists simply reinforce what exist in the mind. What makes this ad, which ostensibly promotes a specific candidate, free from liability, is it did not mention names. As we have always pushed for attack ads as long as content can be substantiated be allowed in Philippine elections.

Media Must Allow Attack Ads in Philippine Political Campaign

Media Must Allow Attack Ads in Philippine Political Campaign

Viewers are not given a glimpse at the character of a candidate who curses the Pope or another who has been charged for pocketing billions for overprice. Nor one who defended a religious sect whose members mass demonstrations blocked traffic and caused thousands to walk home. These dark sides of those vying for public office are prohibited to come to light in political ads. As currently practiced it is verboten to attack opponents by playing up their dishonesty, poor public record or immorality.

In the promotion of products and services, the Philippine Adboard made up of representatives from media, advertisers, agencies and production company practice review of the content of television and radio ads prior to production. Ad agencies that translate selling ideas into words and pictures are required to submit television storyboard and radio scripts to check the truthfulness of their claims and if they adhere to standards set by the body.

However on political advertising the responsibility of reviewing ads rests upon the networks themselves. They form their own internal review board that determines if contents adhere strictly to its standards. No attack ads are allowed and claims are limited to the positive attributes of the candidate.

The practice solely plays up what make the candidates smell like roses depriving the viewers a glimpse of warts he is trying to hide. Due to the prevailing rule, the voters are deprived facts and information that helps him arrive at a wise decision whom to vote for. Even with litany of charges that the candidate had pocketed billions in overprice and bribes his opponent cannot label him as a thief.

Most candidates employ a phalanx of publicists and strategists who resort to whatever it takes to have media reporters and commentators in their pockets. Mudslinging using unfounded gossips and all available dirty tricks is resorted to smear personalities in social media and broadsheets. With attack ads employed in mass media, the networks can require valid substantiation and those subject to negative ads have all opportunities to repudiate and launch their own. If their claims are not based on facts they can be sued for libel in court.

 

 

“Pandak” Ad Reaches New Height

Aside from baptismal names, culturally unique among Filipinos is to add a descriptive physical feature to identify an individual. It carries connotation that can create resentment or even considered as form of harassment. In many rural villages and even among urbanized locales, persons are known more of their anatomical shortcomings. Light or white skin shade is widely preferred that those with dark complexion gets derisive appellation. Lack of height maybe be subject of scorn that borders on insults.

Public personalities specially at the height of an election campaign maybe the object of “labeling.” With his short stature that’s a couple of inches above 5ft and his dark ruddy complexion, oppositions exploit these features with stereotyped tags. Instead of shying away from the uncomplimentary nicknames the TV ad of the presidential candidate turns smartly these attributes into positive selling ideas.

A departure from snazzy full color ad, the 30 sec TVC in black and white captures the audience interest by a running text with sound track. Minimalist in treatment and execution, it has no frills focusing mainly on the contrast with his physical attributes (or lack of it) with his solid records in serving his constituents. The ad is a refreshing departure from the mish mash of so called advocacy ads that flood the airwaves for voters attention. It also smartly avoided showing the candidate himself that has been the favorite whipping boy of social network commentaries with long running investigation on alleged corruptions.

In the intense fight to get a bigger share of audience attention ad consultants squeeze out last drop of creative juices with novel and bold executions. Aspirants for nationally elected positions rely on network TV to gain viewers attention and recall. In fact, lately there is a couple of ads that defy basic don’ts on propaganda that is worth reviewing.