PIA head talks media monitoring at nat’l conference
Philippine Information Agency (PIA) DirectorGeneral Harold Clavite spoke on the essence and methods of media monitoring in government during the 6th National Communication Research Conference (NCRC), held at Cine Adarna, University of the Philippines-Diliman, Thursday, Nov. 22, 2018.
Clavite’s speech played right into the event’s theme, “Examining Philippine Media: Texts and Contexts,” as he tackled how the PIA analyzes content from various media platforms in order to provide valuable information in aid of governance.
“Not only do we pick up news, we pick up issues—and we manage those issues,” Clavite said.
He introduced the PIA’s dedicated team for media monitoring—the PIA Monitoring Unit—and explained their process consisting of issue identification, strategy-making and evaluation.
“Of course, all of these [processes] won’t be valuable if no action will be taken,” Clavite said. “We help them more if we give them strategic messaging plans.”
He said the PIA formulates monitoring reports that will then be used by concerned government agencies to respond to issues, survey public opinion and as reference for policymaking.
“The PIA prides itself in studying and keeping up with the current trends in communication to serve the country better, especially the grassroots.” he said. “Developing more ways to connect their grievances to the government… will help build to a more united, more progressive nation.”
The NCRC, conducted by the UP College of Mass Communication – Department of Communication Research and the Philippines Communication Society, is a venue for communication students, alumni and professionals to present their research output under scrutiny of an esteemed panel of experts. Outstanding outputs are awarded at the end of the conference. (PIA)
PIA Director General Harold Clavite (Photo by Gelaine Louise Gutierrez/PIA-NCR)