PAGBABAGO
Dr. Florangel Rosario Braid
A day after my piece on development communication and its history, where I wrote about UP professor emeritus Nora C. Quebral and her pioneering work that elevated the field as both a science and a discipline, came out, she passed away at 94. About the same time, veteran journalist, Vic Tirol, former head of the Press Foundation of the Philippines, publisher of Pinoy Times, and a colleague at the Unesco National Commission, also wrote 30. We mourn the passing of these two distinguished professionals.
In addition to defining the science of communication, Nora or NCQ as she was known to many, left an impressive legacy as shown by the quality of Devcom professionals that she had mentored. Among these academics and practitioners who have excelled in using the broadcast media, information technology, print media, and communication research in helping address problems at the national and international scene are Felix Librero, former chancellor of UP Open University, UP Mass Communication Deans and Professors Georgina Encanto, Nicanor Tiongson, Elena Pernia, Rolando Tolentino, Delia Barcelona, Luis Teodoro, Arminda Santiago, Rachel Khan, Clarissa David, Cheche Lazaro of Probe Team; Sheila Coronel, former dean, Columbia School of Journalism, Rappler’s Maria Ressa and Glenda Gloria, Danilo Arao, Elizabeth Enriquez and Beth Diaz, Chris Millado of CCP, broadcasters Jessica Soho, Ging Reyes, Karen Davila, Luchi Cruz-Valdes, John Nery, Marites Vitug, and Glenda Gloria; Yvonne Chua, Domini Torrevillas, and Carolyn Arguillas, and Rowena Reyes; UPLB professors Alexander Flor, Benjie Flor, Rex Navarro, and Serlie Jamias; Monina Escalada, professor emeritus, Visayas State University; Charlie Agatep and Bong Osorio, public relations gurus. We also have PACE (Philippine Association of Communication Educators) professors Mayette Rivera, Rowena Reyes, Mark Polo, Liz Abanto, Ron Jabal, Gwen Pusta, and Ben Domingo; and Philippines Communication Society’s (PCS) Ariel Sebilleno, Lourdes Portus, Joey Alagaran, Madz Quiamc, and Rose Baseleres. They keep burning issues in communication alive. These include combating fake news and disinformation through truth telling, media and information literacy, and charting new directions in utilizing communication for pandemic management and climate change.
As the new information technology, climate change, ethnic and social conflicts, and now, COVID-19, continue to disrupt our social and economic life and our lifestyles and workstyles, there is need to develop innovative approaches in the way communication media and structures are managed. Thus, knowledge and crisis management of information that would result in building resiliency, empathy, negotiation, will be among the skills needed to confront emerging issues in the environment.
Today’s crisis communication consultants face seemingly insurmountable challenges, since the divides are far greater today, the conflicts much more complex, and the enemies of development – hunger and poverty, populist power-holders, and foreign territorial invaders – have either grown in enormity or have managed to entrench themselves so tightly in our structures.
Likewise, we are going through a second phase in “rising expectations, resulting in growing frustrations.” The latter has morphed into genuine outrage against elite owners of wealth and privilege who have persistently refused to share power. This culture of “impunity” has resulted in the unceasing demand for equity in distribution of resources, and opening up of channels of communication between decision-makers and the people. Thus, the concern for transparency in the use of technology and the media, would require a restructuring of roles of traditional mass media, public relations, and new information technology. A wider sharing of information, two-way and participatory exchange, focus on truth-telling, and a more broad-based ownership structure will ensure a balance in a society that is “over entertained and under-informed.” It would also allow alternative ownership such as public service broadcasting. A more discriminatory audience will be achieved through media literacy.
Whether the nation would survive in the next decade would depend on the political will of leadership and the people to initiate and sustain a transformation process in government structures and people’s mindsets and values. Communication is essential in linking the efforts of government and people’s institutions. Here, the communication media, public relations, new information technology, and the various community and interpersonal communication channels will play a crucial role in establishing dialogue, facilitating negotiations, and implementing reforms.
Our communication strategists and practitioners will join the frontliners in assuring a public that this time, we cannot afford to fail. And, communication will play the role of building trust and ensuring that the combined initiatives in building new structures would result not only in survival but a sustainable future.
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