Editorial: Looking good

Public Relations (PR) holds an important role in any government. It ensures that the government functions are stabilized especially when long-run policies are being planned. Good PR is important for any president because it will ensure that his or her presidency will run smoothly.

Moreover, PR, a good one, creates a stable environment for policies. It can encourage people to support the advocacies of the government. More importantly, PR is the key to foreign investment influx.

The current Aquinao administration’s PR efforts have been noteworthy. The no “wang wang” coupled with his anti-corruption campaign garnered him an bove average trust ratings—a basis for investment influx and economic growth. He also meets with other heads of states to seal more investment deals.

But more than economic progress, other problems such as poverty, environmental degradation and the decline in the education system should also be given importance. It is good that the president negotiates with world leaders, foreign ministers and local government officials, but water hyacinths are already invading Mindanao and the universities in the Philippines did not even place in the top 300 Asian universities in the world.

The biggest blunder of our president is when he established a savior-like image during his presidential campaign. his image during the campaign as a savior.

He should not have exuded the image of a savior—a temporary PR tactic, because once he starts to make mistake, people will criticize him and jump at his faults.

Having a bad image is something all governments fear. Funding, tourism, debt  servicing and trade are only several of the many aspects, which bad PR can affect.

In the same manner, good PR is important for DLSU. The University should take care of its stakeholders and extensively market the DLSU brand  without commercializing.

Over the years, DLSU, through the Office for Strategic Communications (STRATCOM), has made efforts to showcase the acheivements of Lasallian students and faculty members. In return, the image of DLSU as a leading research university is strengthened.

There are, however, other issues that need assessment; PR is not all about external perception. To be able to look good to others, the University should first concentrate on the pleasing its stakeholders – students, faculty members and employees.

Accountability in the University should be improved through a faster accounting system and a more thorough form of check and balance. The administration should also be visible to its stakeholders.

Moreover, students should be respected and not be treated like children for convenience, and adults when also convenient. A more gratuitous service incentive package should be given to employees and faculty members. In addition, employees’ performance should also be evaluated to improve the services offered by the University to its stakeholders.

Establishing a good internal environment is the key to good PR for DLSU. Doing so will increase the number of happy students who have friends, family members and teachers who may all recommend DLSU as the school to enroll in.