UST holds media training workshop
LEADERS of academic institutions, at certain instances, take on the role of spokespersons. They do not only bring with them their expertise, but also their skills for responding to questions asked by the media.
To assist them in this role, the University of Santo Tomas (UST), through its Office of Public Affairs (OPA), organized for these educators a virtual media training workshop on February 19. Sharing their expert insights were Emmy Award-winning international journalist and former president of CNN Philippines Armie Jarin-bennett, as well as prolific author, translator and columnist Assistant Professor Joselito De Los Reyes, PHD. They offered new solutions to stakeholders by imparting knowledge on systematic messaging and strategic communications.
Jarin-bennett discussed “Thinking Like a Journalist,” while de los Reyes discoursed on “Netika: Ang ating birtwal at kinakatawang pagiral sa avenida ng mga mainipin” (“Net ethics: Our virtual and embodied existence on the road of the impatient”).
UST Secretary-general Rev. Fr. Jesús M. Miranda Jr. OP remarked that shifts in mindsets, policies and processes have become inevitable due to adjustments brought about by the pandemic. In particular, he said trained spokespersons can effectively bridge the gap between the academe and the general public.
As UST-OPA Acting Director Asst. Prof. Virginia A. Sembrano explained in her message, “Administrators have the responsibility of being trusted to represent the institution in various capacities as leaders and experts, but there are different nuances to communicating with the media that differ from the usual classroom interactions and conference presentations.”
Responsible info-sharing
THE first talk, delivered by de los Reyes, focused on the dynamic world of new media encompassing the gamut of digital, social and online media. Despite its below-average connection speeds, the Philippines has been noted to have the most time spent on social media, especially Facebook, said de los Reyes, as he added that the dopamine-inducing effects of notifications for the reward area of the brain help associate social media’s instant gratification with positive reinforcement.
An author of two books on social media, de los Reyes encouraged the audience to be more critical of the way their real and virtual existences are maintained through digital technology and social platforms— especially on protecting their credibility as persons in authority. Particularly, he recommended prudent and well-thought-out responses if there really is a need to engage, avoidance of disseminating disinformation by being cautious of sources, and being mindful of what should and should not be posted.
Meanwhile, Jarin-bennett’s talk positioned participants in the perspective of the journalist, as she shared lessons on engaging with traditional media. She highlighted the way journalists prioritize and pursue stories, how institutions can plan responses to crises, and how spokespersons can prepare for interviews.
“I truly believe…it is through the work of the journalist that we can share information people can trust,” shared Jarin-bennett. “[With the surge in disinformation,] we are more empowered than ever to ensure that the information we share is accurate, fair and balanced.”
Industry heavyweights
THROUGH her 25-plus years in journalism, Jarin-bennett has worked for 16 years in CNN’S Global Headquarters from 1997 to 2013 as an executive producer, won an Emmy Award for CNN’S coverage of the revolution in Egypt, and oversaw CNN’S content sales in the Asiapacific region.
On the other hand, de los Reyes is a recipient of the National Commission for the Culture and the Arts Writers’ Prize for Fiction, the National Book Awards for the Essay, the National Book Awards for Nonfiction, and the Makata ng Taon from the Komisyon sa Wikang Filipino. He is also a regular popular culture and new media opinion contributor for multiple publications, a resident fellow of the UST Center for Creative Writing and Literary Studies, and the coordinator of the UST Bachelor of Arts Creative Writing program. Currently, he teaches writing, new media, and literature subjects at the UST Faculty of Arts and Letters, UST College of Education, and the UST Graduate School.
Almost 100 administrators and academic officials attended the online learning event organized by the UST-OPA, in coordination with the UST Communications Bureau and UST Educational Technology Center. It can be viewed through the UST-OPA’S Facebook page.