by AARON CABEZA
Being a communicator in the government presents unique challenges that require a delicate balance of skills, adaptability, and resilience. Vital in fostering trust, informed decision-making, and strengthening democratic governance, communicators bear significant responsibilities in nation building. They have the opportunity to champion transparency and accountability while fostering meaningful engagement between the government and the public.
In the garden of public perception, Department of Budget and Management (DBM) Undersecretary Goddes Hope Libiran’s artistry in conveying the intricacies of governance to the hearts of the Filipino people has earned her the title of top-performing government communicator for the year 2023.
In its illustrious endeavor known as the “Boses ng Bayan (Voice of the People)” nationwide job performance assessment, the esteemed RP-Mission and Development Foundation Inc. (RPMD) meticulously evaluated communication leaders from various government agencies. Drawing from the voices of 10,000 Filipinos carefully selected from a vast pool of 65 million voters, the countrywide appraisal sought to capture the pulse of the nation and shed light on the shining stars of government communication.
In the survey, The Manila Bulletin columnist, Radyo Pilipinas broadcast anchor, and DBM Usec. Goddes Hope Libiran took the highest position with a satisfaction rating of 89.7 percent. Rightfully so, as she has created and has since led the Media Affairs and Community Relations Office (MACRO) of DBM, a fairly new but important liaison between the agency and the public.
MACRO plays a pivotal role in implementing communication strategies aligned with the vision of DBM Secretary Mina Pangandaman, emphasizing transparency and meaningful engagement with diverse stakeholders. The office is a nexus that contributes significantly to reinforcing accountability, building public trust, and advancing effective governance.
Let us gain insights into the intricate dynamics of government communication and policymaking as we peer into the mind of DBM’s pivotal figure in communication and public affairs.
When did you first learn about your recognition and what was your initial reaction?
I was only made aware this morning [April 17] through a friend, Department of Justice (DOJ) Assistant Secretary Mico Clavano, after he tagged me in his Facebook story. Opening my other social media accounts, I was greeted by congratulatory messages.
I was both humbled and grateful to receive such merit. Initially, I was also reluctant because I felt that I hadn’t done enough for DBM. Then there’s pressure since I topped a list of “heavy hitters” comprised of renowned lawyers and journalists like Daphne Oseña-Paez and Jonathan Malaya. But when a blessing comes to you, you don’t question it. Accept it and maximize it by doing better.
In your opinion, what sets you apart from others in the field?
All of us [in the list] are good. I think my edge is that I am very sincere when it comes to communicating my ideas. Palaging may halong puso (I involve the heart). I make sure to tailor my message to the situation of our stakeholders. We adjust to the masses. We also adjust our tone depending on who our audiences are, from economists to academics, and lawmakers.
Another advantage, I believe, is having a boss who lets you shine. Sec. Mina will give you every opportunity for exposure. For instance, last month, during our visit to the United Nations Commission on the Status of Women in New York, she went out of her way to introduce me to the ambassadors and representatives. Sec. Mina has a way of uplifting those around her.
What personal initiatives are you most proud of and why?
First is the establishment of the MACRO. Of course, this would not be possible if not for the push and support of Sec Mina, who always believes that transparency is key to good governance. By establishing MACRO, DBM takes a step forward in its transparency initiatives through public relations and communications. Our main objective is to reach out to the grassroots.
Aside from the economists, our target is the ordinary Filipino. We are tasked to inform the public about the National Budget, its process and expenditure. The DBM handles the money of the people, so everyone has the right to know where each penny is spent.
Second is the radio program, Usapang Budget Natin. This is one of DBM’s initiatives to help people understand what the DBM is doing. The platform discusses crucial budgetary matters and government financial updates, again, ensuring that the Filipino public remains well-informed.
Lastly, it brings me pride in honing the skills and talents of the next generation. Whenever I am invited to speak at youth-related events, I make it a point to come since I enjoy sharing my knowledge and experience with the kids. Majority of my team are young. I am very strict and demanding when it comes to work and deadlines.
How do you ensure transparency and clarity in communicating government policies and initiatives to the public?
Sec. Mina strongly believes that public information is a vital responsibility of each government agency. In the past, DBM was discreet and quiet. With Sec. Mina leading the agency, she has implemented various initiatives aimed at improving communication, which included installing me as undersecretary to be her mouthpiece. It’s not enough that you are performing. The public can better navigate our complex and rapidly changing reality with greater confidence and purpose by being informed.
MACRO disseminates all pertinent information as soon as we have them verified. I am particular when it comes to figures. There is no room for errors. Do not get lost in the noise, meaning you should be able to discern which news and details to highlight.
By establishing several auxiliary platforms such as TikTok, YouTube, and Instagram, to name a few, our messages reach a broader range of audience. Knowing your market and adapting to their tone is also essential. Everyone in MACRO is mindful of accuracy, timeliness, and accessibility.
How does one become an efficient government communicator like you?
Being open and transparent with your boss is essential for effective communication and alignment of goals within an organization. As a communicator, you are the voice of your boss or agency, responsible for conveying messages accurately and effectively to various stakeholders. To deliver these messages well, it’s crucial to understand how your superiors think, their priorities, values, and communication preferences.
What is your most memorable experience or hardest challenge you’ve faced as a government communicator?
When it comes to work, I embrace all kinds of challenges. Personally, I will never forget my time at the Metro Manila Development Authority (MMDA). I was only 19 years old when I applied for a Production Assistant position. I wanted to be the next Pinky Webb, Loren Legarda, Jessica Soho, or Korina Sanchez. Instead, I became a program manager. As a young boss, I led a staff significantly older than me. These colleagues were questioning my competencies and were trying to bring me down. I stood my ground and made it clear that my leadership is built on mutual respect. I didn’t dwell on my weaknesses. I let my work speak for itself. Never let people undermine you. Also, treat everyone with respect, be it interns, staff, and especially elders.
What advice would you give to aspiring communicators looking to excel in the field of public service communication?
My advice to the youth, in general, is to be hungry. You have to want something badly. Think hard about what your mind and heart desire. After you’ve determined your goal, focus your passion, energy, and every fiber of your being into achieving it.
Another tip is to never succumb to gossip and fake news. As communicators it is our job to combat these. Always observe professionalism. We are at the office to work and not make friends. Establishing connections is just a bonus.
Last is to never feel inferior to others just because you are younger. Of course, not at the risk of being disrespectful to elders. At the end of the day, adults or seniors have far more experience and wisdom than the youth.
Looking ahead, what are your goals or aspirations as a communicator within the government sector?
I will continue to do my job the best way I can. If I had performed 100 percent last time, I’d give 110 percent moving forward. It is my solemn commitment to give justice to the hard work and dedication of Sec. Mina, who stands as one of the most tireless and efficient public servants I have had the privilege to know. The DBM consists of some of the most hard-working people in the government. Our dedication to our duties is such that many of us find little time for personal pursuits, including love lives. All jests aside, my earnest desire is for the entire bureaucracy to gain a deeper understanding of the DBM and the invaluable contributions of Sec. Mina and our team.