DOLE Communications Program

8/18/2019 DOLE Communications Program

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ObjectivesObjectives

Main ObjectiveMain Objective

Support the DOLE Support the DOLE through a unifiedthrough a unified

communication programcommunication programto enable it toto enable it to

achieve its goals by continuouslyachieve its goals by continuously

providing its publics with relevant, timely, providing its publics with relevant, timely,

and useful information that would raiseand useful information that would raise

their awareness, enhance theirtheir awareness, enhance theirunderstanding, and increase theirunderstanding, and increase their

acceptance and support for theacceptance and support for the

Department.Department.


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ObjectivesObjectives

Specific ObjectivesSpecific Objectives

1.1. Ensure the provision of consistent,Ensure the provision of consistent,

timely, relevant, and usefultimely, relevant, and useful

information on DOLE programs,information on DOLE programs,

projects and services. projects and services.

2.2. Promote specific DOLE brands.Promote specific DOLE brands.

3.3. Build goodwill and relationships withBuild goodwill and relationships withsocial partners.social partners.

4.4. Strengthen feedback.Strengthen feedback.


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Communication PrinciplesCommunication Principles

1. DOLE s communication delivery will be1. DOLE s communication delivery will be

done by the most credible source(s) fordone by the most credible source(s) for

a particular message.a particular message.

2. The Office of the Secretary is the2. The Office of the Secretary is the

clearing house for communicationclearing house for communication

delivery of policy. Clearance anddelivery of policy. Clearance and

approval by the Secretary of anyapproval by the Secretary of any pronouncement related to policy is a pronouncement related to policy is a

must.must.


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3. For successful communications delivery,3. For successful communications delivery,

responsible communication personsresponsible communication persons

(e.g., LCOs) shall ensure that the(e.g., LCOs) shall ensure that the

source(s) are prepared with materialssource(s) are prepared with materialsor briefings.or briefings.


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4. Full management support to DOLE s4. Full management support to DOLE s

communication program should becommunication program should be

translated and realized into fulltranslated and realized into full

resource support.resource support.

5. DOLE adopts the One5. DOLE adopts the One--DOLE approach inDOLE approach in

its communication program, withits communication program, with

proper attribution to agencies, bureaus, proper attribution to agencies, bureaus,ROs, & POLOs even as the Secretary isROs, & POLOs even as the Secretary is

at the frontline.at the frontline.


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6. Information6. Information--sharing should be thesharing should be the

norm in all DOLE communicationnorm in all DOLE communication

activities, but sharing of informationactivities, but sharing of information

shall be governed by responsibility andshall be governed by responsibility andby applicable laws, rules, andby applicable laws, rules, and

regulations.regulations.


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Publics, A.K.A. AudiencesPublics, A.K.A. Audiences

ExternalExternal

Workers, Employers, Executive officials ofWorkers, Employers, Executive officials of

relevant government line agencies,relevant government line agencies,

National legislators, LGUs, MediaNational legislators, LGUs, Media

practitioners, Students, OSYs, Civil society practitioners, Students, OSYs, Civil society

organizations, Academe, Multilateral &organizations, Academe, Multilateral &

bilateral agencies, Suppliers &bilateral agencies, Suppliers &Contractors.Contractors.


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Publics, A.K.A. AudiencesPublics, A.K.A. Audiences

InternalInternal

DOLE officials & employeesDOLE officials & employees


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StrategiesStrategies

üü Enhancing media mileageEnhancing media mileage

1.1.Bureaus, agencies, & ROs to designateBureaus, agencies, & ROs to designate

their respective officialspokespersons

. Intheir respective official

spokespersons

. In

the regions, the RDs shall assume thethe regions, the RDs shall assume the

role. Overseas, its the Labatt.role. Overseas, its the Labatt.

2.2.Establish a mechanism for clearingEstablish a mechanism for clearing

house of comm materials.house of comm materials.


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3. Bureaus, services, attached agencies,3. Bureaus, services, attached agencies,

ROs & POLOs to produce and distributeROs & POLOs to produce and distributecomm materials. In press releases wherecomm materials. In press releases where

attribution to the Secretary & seniorattribution to the Secretary & senior

officials are made, prior notice (andofficials are made, prior notice (and

clearance, if needed) clearance isclearance, if needed) clearance isrecommended.recommended.


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4. Timely response to adverse or critical4. Timely response to adverse or critical

publicity is always of utmost priority &publicity is always of utmost priority &the responsibility of bureaus, services,the responsibility of bureaus, services,

attached agencies, ROs & POLOs. LCOattached agencies, ROs & POLOs. LCO

can help in ensuring that responses arecan help in ensuring that responses are

delivered, if coverage is national indelivered, if coverage is national inscope.scope.


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5.5. Coverage of programs and events forCoverage of programs and events for

commcomm purposes is important. LCOs in allpurposes is important. LCOs in allbureaus, services, attached agencies, &bureaus, services, attached agencies, &

ROs should have access to officialROs should have access to official

functions, launches, events, etc. thatfunctions, launches, events, etc. that

merit coverage and publicity.merit coverage and publicity.


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6.6. Conduct of press conferences &Conduct of press conferences &

briefings is on the needbriefings is on the need--toto--do basis.do basis.Such should be planned.Such should be planned.

7.7. Exposure trips for media on DOLEExposure trips for media on DOLE

project sites build goodwill andproject sites build goodwill and

generate publicity.generate publicity.


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8.8. Social media is here to stay. MembersSocial media is here to stay. Members

of the DOLE family of agencies shouldof the DOLE family of agencies shouldmaximize the use of social media andmaximize the use of social media and

their website fortheir website for commcomm delivery.delivery.

9.9. Traditional media is waning, butTraditional media is waning, but

certain audiences still prefer them.certain audiences still prefer them.Explore inexpensive community radioExplore inexpensive community radio

& TV programs.& TV programs.


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üü IEC Materials Development IEC Materials Development

1. Study and evaluate the need for an IEC1. Study and evaluate the need for an IEC

before producing one. Many DOLEbefore producing one. Many DOLEoffices are littered with IEC unused,offices are littered with IEC unused,

undelivered, unread. Eundelivered, unread. E--copies of IEC iscopies of IEC is

preferred. Upload in website. Sharepreferred. Upload in website. Share

through the social networks. Utilizethrough the social networks. Utilizelibraries aslibraries as commcomm delivery agent ofdelivery agent of

IECs.IECs.


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üü Capability Capability--BuildingBuilding

1.1. By now, DOLE agencies, bureaus,By now, DOLE agencies, bureaus,

services, ROs & POLOs may alreadyservices, ROs & POLOs may alreadyknow what they need in terms ofknow what they need in terms of

comm. If not, conduct TNA.comm. If not, conduct TNA.

2.2. Sponsor or conduct training.Sponsor or conduct training.

3.3. Convene annual communicationsConvene annual communicationsplanning and assessment activity.planning and assessment activity.


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üü Capability Capability--BuildingBuilding

4.4. All programs and projects must haveAll programs and projects must have

communication component.communication component.5.5. Agency head should ensure theAgency head should ensure the

implementation of his agencysimplementation of his agencys commcomm

plan.plan.


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üü Interpersonal & group communicationInterpersonal & group communication

1.1.Dont forget faceDont forget face--toto--faceface

communication. Thehuman face

of thecommunication. The

human face

of the

DOLE is the most beautifulDOLE is the most beautiful and credibleand credible

in the world.in the world.

2.2.Hold special events, attend forums,Hold special events, attend forums,

roundround--tables, etc.tables, etc.


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üü Interpersonal & group communicationInterpersonal & group communication

3.3. Write & distribute briefing papers, factWrite & distribute briefing papers, fact

sheets, etc.sheets, etc.4.4. Visit your lawmakersVisit your lawmakerslocal andlocal and

nationalnationalregularlyregularly

5.5. Launch eLaunch e--mail campaigns, causes, etc.mail campaigns, causes, etc.


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Monitoring and EvaluationMonitoring and Evaluation1. Devise a M&E mechanism to measure1. Devise a M&E mechanism to measure

comm impact.comm impact.

2. Kill and revise ineffective comm2. Kill and revise ineffective commcampaigns in plans.campaigns in plans.

3. This comm program is not writ in3. This comm program is not writ in

stone. Periodic and regular assessment,stone. Periodic and regular assessment,review, adjustment, and/or revision shallreview, adjustment, and/or revision shall

be made.be made.


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Always refer to the roadmap because . . .Always refer to the roadmap because . . .

Because in a vacuum, theBecause in a vacuum, the

media will create its ownmedia will create its own

reality.reality.Kim Perry Kim Perry

Documents

DOLE Communications Program