DOLE Public Communications Program

2011--2016
2011

Objectives
Main Objective
Support the DOLE
DOLEthrough a unified
communication program
programto enable it to
achieve its goals by continuously
providing its publics with relevant, timely,
and useful information that would raise
their awareness, enhance their
understanding, and increase their
acceptance and support for the
Department.

Objectives
Specific Objectives
1. Ensure the provision of consistent,
timely, relevant, and useful
information on DOLE programs,
projects and services.
2. Promote specific DOLE brands.
3. Build goodwill and relationships with
social partners.
4. Strengthen feedback.

Communication Principles
1. DOLEs communication delivery will be
done by the most credible source(s) for
a particular message.
2. The Office of the Secretary is the
clearing house for communication
delivery of policy. Clearance and
approval by the Secretary of any
pronouncement related to policy is a
must.

Communication Principles
3. For successful communications delivery,
responsible communication persons
(e.g., LCOs) shall ensure that the
source(s) are prepared with materials
or briefings.

Communication Principles
4. Full management support to DOLEs
communication program should be
translated and realized into full
resource support.
5. DOLE adopts the OneOne-DOLE approach in
its communication program, with
proper attribution to agencies, bureaus,
ROs, & POLOs even as the Secretary is
at the frontline.

Communication Principles
6. InformationInformation-sharing should be the
norm in all DOLE communication
activities, but sharing of information
shall be governed by responsibility and
by applicable laws, rules, and
regulations.

Publics, A.K.A. Audiences

External
Workers, Employers, Executive officials of
relevant government line agencies,
National legislators, LGUs, Media
practitioners, Students, OSYs, Civil society
organizations, Academe, Multilateral &
bilateral agencies, Suppliers &
Contractors.

Publics, A.K.A. Audiences

Internal
DOLE officials & employees

Strategies
Enhancing media mileage
1.Bureaus, agencies, & ROs to designate
1.Bureaus,
their respective official spokespersons. In
the regions, the RDs shall assume the
role. Overseas, its the Labatt.
2.Establish
2.
Establish a mechanism for clearing
house of comm materials.

Strategies
Enhancing media mileage
3. Bureaus, services, attached agencies,
ROs & POLOs to produce and distribute
comm materials. In press releases where
attribution to the Secretary & senior
officials are made, prior notice (and
clearance, if needed) clearance is
recommended.

Strategies
Enhancing media mileage
4. Timely response to adverse or critical
publicity is always of utmost priority &
the responsibility of bureaus, services,
attached agencies, ROs & POLOs. LCO
can help in ensuring that responses are
delivered, if coverage is national in
scope.

Strategies
Enhancing media mileage
5. Coverage of programs and events for
comm purposes is important. LCOs in all
bureaus, services, attached agencies, &
ROs should have access to official
functions, launches, events, etc. that
merit coverage and publicity.

Strategies
Enhancing media mileage
6. Conduct of press conferences &
briefings is on the needneed-to
to--do basis.
Such should be planned.
7. Exposure trips for media on DOLE
project sites build goodwill and
generate publicity.

Strategies
Enhancing media mileage
8. Social media is here to stay. Members
of the DOLE family of agencies should
maximize the use of social media and
their website for comm delivery.
9. Traditional media is waning, but
certain audiences still prefer them.
Explore inexpensive community radio
& TV programs.

Strategies
IEC Materials Development
1. Study and evaluate the need for an IEC
before producing one. Many DOLE
offices are littered with IEC unused,
undelivered, unread. EE-copies of IEC is
preferred. Upload in website. Share
through the social networks. Utilize
libraries as comm delivery agent of
IECs.

Strategies
Capability
Capability--Building
1. By now, DOLE agencies, bureaus,
services, ROs & POLOs may already
know what they need in terms of
comm. If not, conduct TNA.
2. Sponsor or conduct training.
3. Convene annual communications
planning and assessment activity.

Strategies
Capability
Capability--Building
4. All programs and projects must have
communication component.
5. Agency head should ensure the
implementation of his agencys comm
plan.

Strategies
Interpersonal & group communication
1.Dont forget face1.Dont
face-to
to--face
communication. The human face of the
DOLE is the most beautiful and credible
credible
in the world.
2.Hold
2.
Hold special events, attend forums,
round--tables, etc.
round

Strategies
Interpersonal & group communication
3. Write & distribute briefing papers, fact
sheets, etc.
4. Visit your lawmakers
lawmakerslocal and
national
national
regularly
5. Launch ee-mail campaigns, causes, etc.

Monitoring and Evaluation

1. Devise a M&E mechanism to measure
comm impact.
2. Kill and revise ineffective comm
campaigns in plans.
3. This comm program is not writ in
stone. Periodic and regular assessment,
review, adjustment, and/or revision shall
be made.

Always refer to the roadmap because . . .

Because in a vacuum, the

media will create its own
reality.
reality.
Kim Perry