Communications Secretary Martin Andanar said that sustainable communication which advocates for actionable responses to societal issues should be introduced in government media.

Andanar, who heads the Presidential Communications Operations Office (PCOO), said in an interview that a holistic communication plan is vital in ensuring that messages do indeed reach their target audience.

"We keep talking about sustainable marine diversity and agriculture, sustainable living and development, and yet we fail to talk about sustainable communication," he said.

According to Andanar, this strategy will "weave" all advocacies that the government is trying to let the people know about.

“We need a sustainable communication mindset para mas tumatak sa ating publiko, at mas maimpluwensyahan pa natin ang mga kababayan natin to ensure that we have a more sustainable future (We need a sustainable communication mindset so that we will be able to influence more Filipinos and ensure a more sustainable future),” he said.

The former broadcaster said sharing insightful and factual data that is relevant to the development of the country and the welfare of the Filipino people is being done through the print and broadcast assets of the government media.

Since last year, the PCOO has been informing the people of the accomplishments of the current administration through the Duterte Legacy campaign.

Aside from advertorial and documentaries, Andanar said that they are entertaining radio interviews across the country, especially those in the provinces to be able to reach a wider audience.

According to the PCOO, Andanar has had interviews with over 70 radio stations since he assumed the position in 2016.

Meanwhile, the PCOO’s Office of the Global Media and Public Affairs (OGMPA) is also spearheading the on-the-ground engagements of the DL campaign.

Recently, a simultaneous Duterte Caravan Barangayanihan was initiated in partnership with the Department of Interior and Local Government (DILG).