The defense and the military establishment said they do not need to hire public relations (PR) experts to improve their image, specifically Defense Secretary Voltaire Gazmin and AFP chief Lt. Gen. Ricardo David.
“There is nothing to hide, nothing to polish, nor is there anything that requires a make-over,” said Department of National Defense (DND) spokesman Eduardo Batac.
Batac made the statement following published reports suggesting that Gazmin and David should hire PR groups for a “make-over”. There were also suggestions that the two must undergo an image enhancement program to learn how to deal with media.
“The Secretary does not seek an enhanced image, but instead seeks meaningful institutional reforms and improvements in the Department”, Batac said.
In fact, according to Batac, Gazmin recognizes the adverse impact of unpopular decisions. But the latter “will continue to abide by the Aquino administration’s policy of transparency and accountability.”
Batac said hiring PR experts will only result into waste of taxpayers’ money, which he said should be used in the procurement of much-needed military hardware.
Quoting Gazmin, Batac said: “The Aquino government’s austerity and budget deficit reduction program will be strictly followed by the DND and the AFP.”
Meanwhile, AFP public affairs office chief Lt. Col. Arnulfo Marcelo Burgos echoed Batac’s word.
“We see no need for the Armed Forces of the Philippines (AFP) to seek the help of a public relations expert group in enhancing our image,” he said.
Burgos noted that his office has been in charge in giving advice to the AFP chief “on public affairs matters and concerns, as well as to plan and carry out public affairs programs of the AFP.”
“Of course, not all issues bear positive impact in the organization and the AFP Chief is very much aware of that. But the call for transparency is a priority right now and thinking of how his image will appear is not his main concern. What is more important is to deliver the soldier’s story to the public,” said Burgos.
He said the AFP adheres to the Commander-in-Chief’s call for a transparent government.
“The AFP will be very transparent on issues concerning the integrity and name of the organization. We will continue to work with the media to tell the story of your Armed Forces for the benefit of the Filipino people. What needs to be known will be shared to the general public,” said Burgos.
