Book I: The Public Relations Program

Towards Barangay Good Governance

BOOK I: THE PUBLIC RELATIONS PLAN

CHAPTER I: Public Relations Plan

CHAPTER II: Program of Action Plan

CHAPTER III: Resource Management Plan

CHAPTER IV: Technical Logistics Plan

# CHAPTER I: THE PR PLAN

## A. EXECUTIVE SUMMARY

This is a proposed Public Relations Plan geared towards the launching of a Public Relations Campaign Program that aims to promote institutional integrity of the sanggunia’ng barangay.
Through the conduct of a Citywide Barangay Congress that will adopt a Liga ng mga Barangay Resolution Urging all Member Barangays to Adopt and Promulgate a Barangay Citizen’s Charter Ordinance, participating barangays will be encouraged and guided to legislate their respective local service standards.

By providing a structured procedures and means for the conduct of an organized collective legislative process for the purpose, the program aims to launch a synchronized and collective implementation and continuing monitoring and evaluation of a controlled standard procedures and guidelines relative the conduct of barangay frontline services – the Barangay Citizen’s Charter Ordinance.

Through the implementation of this PR Campaign, performance of barangay administration in rendering frontline services will continuously improve achieving productive and satisfactory levels that will ultimately institutionalize and professionalize barangay services.
Geared towards encouraging increased public patronage, the foregoing PR Program is designed to promote positive public perception by making the barangay services not alone accessible but more importantly, relative to the needs of its constituency.

As hereby proposed, this PR Program is designed to be spearheaded by three (3) lead government agencies namely:

1. The Caloocan City Liga ng mga Barangay;
2. The Caloocan City DILG Regional Office; *and*,
3. The Sanggunia’ng Panglunsod of the City of Caloocan.

Purposely designed to be a pilot program in preparation for a proposed national implementation through the National Liga ng mga Barangay, the foregoing PR plan includes a campaign assessment and evaluation procedure that will measure level of campaign success. With certain levels of goals to be attained and depending on the funding that the program may eventually acquire, the level of success of the pilot implementation will determine feasibility of pursuing a similar national campaign with the Caloocan pilot program results serving as controlled project template scaled on national level.

## B. SITUATION ANALYSIS

Through the study conducted by this private proponent viz-a-viz the governmental role of the sanggunia’ng barangay, a finding of necessity for an urgent course of action deems timely the foregoing campaign proposal if to manage, and hopefully reverse, the consequences of the ever escalating adverse issues that continue to threaten its political integrity.

It is an undeniable fact there is an ever growing clamour for the abolition of the sanggunia’ng barangay; reason why the barangay elections had been postponed on three (3) occasions. The call for abolition is not anything that can simply be brushed aside considering the opinion leaders spearheading the clamour. From Comelec to Congress to the President of the Republic no less, the prevailing political leadership has been very vocal of wanting to redefine the barangay political structure which in effect, shall necessarily result to the abolition of the current structure.

To better understand the root cause why the dwindling popularity of the barangay, this private proponent presents as a matter of expository discourse two (2) directions of focus, namely:

### I. State of Institutional Functionality

Institutional Functionality is that condition where an institution is able to perform its functions effectively. Thus the subject of the critical research analysis conducted by this private proponent that sought to determine the relationship between the purpose of the barangay and the level by which such purpose is being performed or satisfied.

Paraphrasing the research statement, the study attempted to measure the sanggunia'ng barangay's level of performance relative its mandate as stated in Sec. 384 of Republic Act No. 7160 or the Local Government Code of 1991 which provides as follows:

**Section 384.** *Role of the Barangay.* - As the basic political unit, the barangay serves as the primary planning and implementing unit of government policies, plans, programs, projects, and activities in the community, and as a forum wherein the collective views of the people may be expressed, crystallized and considered, and where disputes may be amicably settled.

To determine level of performance, this researcher formulated a measurement tool based on specifications provided under Secs. 391 and 392 of the Code providing for the *Powers and Functions of the Sanggunia'ng Barangay* and for *Other Duties of Sanggunia'ng Barangay Members* respectively. And using the tool, seven (7) sanggunia'ng barangays were evaluated.
Based on the data gathered, the research revealed that level of performance is at poor eleven percent (11%). Otherwise translated; the study results showed it is only able to perform one (1) out of ten (10) of its duties and functions.

In conclusion, it is the findings of the study that sanggunia'ng barangay is poorly performing its functions within such level it no longer serves the purpose for which it is constituted. Thus, the current state of institutional functionality of the sanggunia'ng barangay being a malfunctional governmeental institution relative its mandate.

### II. State of Institutional Relevance

Institutional Relevance is that state where an institution is deemed necessary or indispensable to its public. Thus the subject of the perception study conducted by this private proponent that attempted to measure public opinion relative the issue on the abolition of the Sanggunia'ng Barangay.

Couched in a simple *yes-or-no* question; *"Sang-ayon ka ba sa mungkahi'ng pagbuwag ng sanggunia'ng barangay?”,* the survey aimed at measuring level of public perception which by implication, translates commensurately to how public perceives the level of necessity or indispensability of the barangay.

Survey results yielded eighty-nine percent (89%) in favor, seven percent (7%) against, and four percent (4%) undecided.

In conclusion, it is the findings of the study that a great majority of the public is in the opinion that the community can do without the sanggunia'ng barangay. Thus, the current state of institutional relevance of the sanggunia'ng barangay being an institution ***without relevance*** or otherwise Irrelevant Institution to the majority of its public.

## C. GOAL

The goal of this Public Relations Program is to promote, and hopefully secure, Institutional Integrity of the sanggunia’ng barangay by increasing its level of performance to such level and in such manner it will translate into positive popular support from its community and the public in general.

Through the foregoing Public Relations Plan, a public campaign will be launched with the central goal of promoting the sanggunia'ng barangay concentrating on the focal mission --

TOWARDS BARANGAY GOOD GOVERNANCE.
## D. OBJECTIVE

### I. General Objective

#### A. Promote satisfactory performance

An increase in level of performance of the sanggunia’ng barangay to such level as would qualify its administration to satisfactorily perform its mandate will address directly the Public Relations issue on its current state of institutional functionality.
In effect, the sanggunia'ng barangay will achieve institutional integrity it will be able to achieve its purpose for which it is constituted by law.

Success of this objective shall be measured by achieving:

1. High level of awareness by the sanggunia'ng barangay of its duties and functions; *and*,
2. Structured facilities as means of increasing level of performance.

#### B. Encourage community patronage

An increase in patronage of barangay services where satisfactory performance of functions that renders the sanggunia’ng barangay its political importance and necessity to its public will directly address the Public Relations issue on its current state of institutional relevance.
In effect, satisfactory level of relevance that is tantamount to favorable public perception relative its governmental role will necessarily translate to popular support.

Success of this objective shall be measured by achieving:

1. Accessible means of availing improved services of the barangay; *and*,
2. Increased number of constituency availing services with relative increase on level of satisfaction;

### II. Specific Objective

#### A. Stage effective PR campaign

Public awareness on the improved state of institutional functionality and relevance by the sanggunia’ng barangay will ultimately address the Public Relations issues relative the role and significance of the sanggunia’ng barangay as government institution.
In effect, increased popular support brought about by the launching of creative PR campaigns will ultimately benefit the sanggunia’ng barangay’s institutional integrity promoting long-term institutional stability.

Success of this objective shall be measured by achieving:

1. Favorable press releases and public recognition and acknowledgement of improved barangay service; *and*,
2. Conduct of PR events with favorable feedbacks.

## E. TARGET AUDIENCE

### I. Internal Audiences

* Executive Committee of the Caloocan Liga ng mga Barangay;
* The Director, DILG Caloocan Regional Office;
* Committee on Barangay Legislation, Sanggunia’ng Panglunsod, City of Caloocan;
* Office of Caloocan City Vice Mayor;
* Select authorities from the academe;
* Government or government owned or controlled funding agencies; *and*,
* Private funding institutions;

### II. Primary Audience

* Member sanggunia’ng barangays of the Caloocan City Liga ng mga Barangay;

### III. Secondary Audiences

* General Constituency of the Primary Audience;
* General Public;
* Select Mass Media institutions (print, broadcast, internet);
* The academe; *and*,
* Concerned private Sectors

### IV. Alternate Audiences

* Member sanggunia’ng barangays of the National Liga ng mga Barangay;
* General Public;
* Mass media institutions;
* Concerned private sector; *and*,
* Related advocacy groups.

## F. KEY MESSAGES

**Key Message1:**
Institutional functionality and relevance TOWARDS BARANGAY GOOD GOVERNANCE.

**Key Message 2:**
“All government agencies or local government shall set up their respective service standard to be known as the Citizen’s Charter.” (Sec. 6, R.A. No. 9485)

**Key Message 3:**
"Public officials and employees shall discharge their duties with the highest degree of excellence, professionalism, intelligence and skill.” (Sec. 4(b), R.A. No. 6713)

## G. STRATEGIES AND TACTICS

To achieve the objectives, the following Public Relations Strategic Plans define the specific means and methods as tactics in implementing the program goal while targeting specific groups of identified audiences, to wit:

### I. Liga ng mga Barangay Congress

#### PURPOSE

* To conduct a structured talk or symposium on the current state of the sanggunia’ng barangay with emphasis and focus on the necessity and urgency of addressing existing issues affecting its political integrity;
* To facilitate adoption of a Liga Resolution that will require mandatory adoption of localized versions of the Barangay Citizen’s Charter Ordinance among the general membership of the participating Liga ng mga Barangay; *and*,
* To conduct and organize pre-registration of the conduct of the Seminar Workshop on the adoption of Barangay Citizen’s Charter Ordinance.

#### TARGET

* **Primary Audience**
+ Caloocan City Liga ng mga Barangay;

* **Alternate Audiences**
+ National Liga ng mga Barangay;

* **Secondary Audiences**
+ Target constituencies of participating barangays;
+ General public;
+ Mass media institutions;
+ Concerned private sector;
+ The academe;
+ Related advocacy groups;

#### TACTICS

* ***Liga ng mga Barangay Congress*** – a whole day special events symposium and congress that will culminate in the conduct of a general membership session that will legislate Liga Resolution for the collective adoption of the Barangay Citizen’s Charter Ordinance;
* ***Congress Press Releases*** – structured releases and media placement of press statements (news feature articles) on the conduct of the Liga ng mga Barangay Congress;
* ***Congress General Advertisements*** – production and dissemination of advertising materials (posters, leaflets, billboards, etc.,) promoting the special event; *and*,
* ***Publications and Resource Production*** – printing and production of special events tools and instruments, resource materials, and complementary novelties.

### II. Seminar Workshop on the Adoption of Barangay Citizen's Charter Ordinance

#### PURPOSE

* To provide participating sanggunia’ng barangays with basic training, orientation, and workshop on the process of legislation of their respective local versions of Barangay Citizen’s Charter Ordinance;
* To present participants with the proposed ordinance serving as a modifiable working template and complete proforma of the necessary documents and instrumentalities required in the implementation of the promulgated ordinance;
* To facilitate a structured, synchronized and systematic adoption by participating sanggunia’ng barangays of localized versions of the Barangay Citizen’s Charter Ordinance;

#### TARGET

* **Primary Audience**
+ Caloocan City Liga ng mga Barangay;

* **Alternate Audiences**
+ National Liga ng mga Barangay;

* **Secondary Audiences**
+ Target constituencies of participating barangays;
+ General public;
+ Mass media institutions;
+ Concerned private sector;
+ The academe;
+ Related advocacy groups;

#### TACTICS

* ***Seminar Workshop*** -- a two-day special events training and practical applications exercise on the adoption of localized versions of the Barangay Citizen’s Charter Ordinance by the participating sanggunia’ng barangays;
* ***Creation of a Barangay Citizen’s Charter Ordinance Secretariat*** -- organization of an inter-barangay support system on the implementation process of the Barangay Citizen’s Charter Ordinance;
* ***Press Releases*** – structured releases and media placement of press statements (news feature articles) on the conduct of the Liga ng mga Barangay Congress;
* ***Special Events Advertisements*** – production and dissemination of advertising materials (posters, leaflets, billboards, etc.,) promoting the special event; *and*,
* ***Publications and Resource Production*** – printing and production of special events tools and instruments, resource materials, and complementary novelties.

### III. Post Special Events Feeds

#### PURPOSE

* To provide an events feedback campaign that will identify and promote awareness retention on achieved milestones for prolonged public interest that will sustain extended continuing campaign momentum;
* To provide supplemental campaign reinforcement in support of localized program implementation.

#### TARGET

* **Primary Audience**
+ Caloocan City Liga ng mga Barangay;

* **Alternate Audiences**
+ National Liga ng mga Barangay;

* **Secondary Audiences**
+ Target constituencies of participating barangays;
+ General public;
+ Mass media institutions;
+ Concerned private sector;
+ The academe;
+ Related advocacy groups;

#### TACTICS

* ***Program News Letter*** – series of news gazette publication that will feature the highlights of the conduct of the special events and the developments and progress of the campaign which will include features on the localized implementation of the PR program;
* ***Social Media page*** – development and publication in the internet media platform of an electronic version of the Program News Letter;
* ***Acknowledgement Billboards*** – printing, production and posting of advertising posters and billboards that will make public the exemplary efforts and contributions of individuals and groups on milestones so far achieved; *and*,
* ***Certificates of Recognition*** – personalized certifications in recognition of individuals and parties who made possible the conduct of campaign events;

### IV. Barangay Frontline Service Provider Training Seminar

#### PURPOSE

* To provide barangay officers and personnel performing frontline services with basic training that will help them acquire required level of competence relative the implementation of the Barangay Citizen’s Charter Ordinance;
* To educate concerned barangay officers and personnel on the importance of observing the Code of Conduct and Ethical Standards among public officials and employees in accordance with Republic Act 6713 in carrying-out their functions on barangay frontline services; *and*,
* To promote uniform performance among participating barangays for purposes of achieving more efficient inter-barangay relations and exchanges pursuant rendering similar or related services;

#### TARGET

* **Primary Audiences**
+ The Puno’ng Barangays and Secretaries of the general membership of the Caloocan City Liga ng mga Barangay.

* **Secondary Audiences**
+ The sanggunia’ng barangay and the officers and personnel assigned to perform frontline services of the general membership of the Caloocan City Liga ng mga Barangay.

* **Alternate Primary Audiences**
+ The Puno’ng Barangays and Secretaries of the general membership of the National Liga ng mga Barangay;

* **Alternate Secondary Audiences**
+ The sanggunia’ng barangay and the officers and personnel assigned to perform frontline services of the general membership of the National Liga ng mga Barangay.

#### TACTICS

* ***Training Seminar*** – to be facilitated by most qualified authorities in government and the academe, this practical training seminar is an 18-hour 3-session seminar covering three (3) main training aspects: 1) values; 2) basic technical skills; and, 3) related knowledge.
* ***Training Kit*** – publications and production of complete training modules, tools, and seminar resource materials and exercises instruments.
* ***Press Releases*** – structured releases and media placement of press statements (news feature articles) on the conduct of the Training Program;
* ***Special Events Advertisements*** – production and dissemination of advertising materials (posters, leaflets, billboards, etc.,) promoting the special event;

### V. Performance Evaluation

#### PURPOSE

* To formulate and implement a standard performance evaluation testing and perception study that will measure barangay frontline service providers’ level of performance as to be able to arrive to an accurate and objective recommendations on how to better improve the conduct and operations of frontline services in the barangay;
* To introduce a pilot assessment and evaluation procedure that may be improved and modified in accordance with future process demands and to adopt a working tool for the regular conduct of periodic evaluation; *and*,
* To identify and define such certain standards that may establish best practices relative the conduct and operations of barangay frontline services.

#### TARGET

* **Primary Audiences**
+ Member barangays of the Caloocan City Liga ng mga Barangay;
+ Constituency of participating barangays.

* **Alternate Audiences**
+ Member barangays of the National Liga ng mga Barangay;
+ Constituency of participating barangays.

* **Secondary Audiences**
+ General public;
+ Related government agencies;
+ The academe;
+ Mass media institutions;

#### TACTICS

* ***Officers and personnel evaluation*** – a standard testing procedure that will measure level of performance among respondent barangay officers and personnel engaged in frontline service;
* ***Public perception survey*** – a perception survey to be conducted among such certain random sample within and among the constituency of the concerned barangay that will measure the public clientele’s level of satisfaction relative the conduct and operations of the barangay frontline services.

### VI. Pre-Launch Meetings, Conferences, Memorandum and Communications

#### PURPOSE

* To specify in detail tasks indispensable to commence the program and define the most efficient and effective means and methods of accomplishment;
* To prepare resources necessary to successfully launch the campaign program and sustain continuity of the designed plan to conclusion;
* To secure prior concurrence, support and approval of concerned and responsible authorities and agencies relative the official program launch;

#### TARGET

* **Primary Audiences**
+ The Director, DILA Caloocan Regional Office;
+ Executive Committee of the Caloocan City Liga ng mga Barangays;
+ The Committee on Barangay Legislation, Caloocan City Sanggunia’ng Panglunsod;
+ Office of the Caloocan City Vice-Mayor.

* **Secondary Audiences**
+ Select authorities from the academe;
+ Government or government-owned and controlled funding institutions;
+ Private funding institutions.

#### TACTICS

* ***Book Publishing*** – Publishing of the book Towards Barangay Good Governance which is going to be the main reference material in the implementation of the foregoing Public Relations Program;
* ***Signing Conference with lead authorities*** – Conference signing of the Memorandum of Implementation between this private proponent and with the lead implementing authorities;
* ***Final funding acquisition*** – acquisition of the required funding from both the government and the private funding institutions.

## H. TIMELINE

The following is a Progress and Accomplishment Timeline covering a one-year calendar plan being the projected duration within which the goal and objectives of the foregoing Public Relations Program is expected to be achieved and accomplished:
Pre-Launching Phase

Pre-Launching Phase

Ordinance Legislation Phase

Ordinance Implementation Phase

Program Assessment and Evaluation Phase

### I. BUDGET

#### A. Budgetary Requirement

For purposes of brevity, the following is a summary presentation of the PR Program’s required budget. For the complete breakdown of the amounts projected below, a detailed budget presentation is provided under Chapter II (Technical Logistics Plan).

Summary Computation of Required Budget

 **TOTAL BUDGETARY REQUIREMENT** | **₱     2,525,000.00**

### J. EVALUATION

This Public Relations Program shall culminate in the publication of the findings and recommendations based on the conduct of a structured performance evaluation testing and program assessment study which design and procedures provided under Book III.

Evaluation Procedures are purposively designed to include success level indicators setting the desired target level of accomplishment. By applying specially formulated measurement tools, the findings of the evaluation testing and procedures will determine whether or not the Public Relations Program successful.

Depending on the level of measured accomplishment based on a given set of conditional pre-defined indicators, the PR Program’s implementing authority will ultimately decide whether or not to pursue a nationwide implementation of the foregoing Public Relations Plan.

Ferdinand A. Oreas (talk) 21:10, Abril 17, 2018 (UTC)