Chapter I THE PROBLEM Introduction As our world becomes smaller by the minute, intense scrutiny by the mass media

on police and law enforcement seems to increase by the second. Police departments world-wide have recognized the need for professional training and counsel in media and public relations. Whether in America, Europe, Asia or the Middle East, the ability to interact effectively with the news, media is critical for all law enforcement professionals.1 It is a blatant misconception to think that the media and the police are enemies. While it is true that police departments in the world are faced with daunting task of dealing with the ever critical members of the mass media every day, the truth remains that they collaborate towards the same objective, that is, for truth and justice to prevail. The relationship however is obscured with assumption that most people from their impressions of crime and the justice system from the media accounts. Without the media, people in the societies would be isolated, not only from the rest of the world, but from the governments, law-makers, and neighbouring towns and cities.2 The Philippine National Police (PNP) recognizes the importance of public information and the role of mass media. It puts a high premium on the power of communication as an effective tool for development. This importance was expressed by the PNP Chief thus: 3

The Philippine National Police fully recognizes the contribution of media in nation building and in promoting peace and order. The media is and will always be our partner and we, at the PNP, intend to keep this meaningful partnership and enhance it in years to come. Establishing linkage with the media a necessity, because the mass media is the only vehicle by which the PNP can channel information and achieve its objectives. This task of establishing linkage will have to take an additional skill in public relation on the part of the PNP. Hayward stated the importance of using mass media as a vehicle for fostering positive relationship with the community4.The wide availability of different forms of mass media communication has made it a must that police officers and the Philippine National Police should evolve an effective strategy for utilizing the media as a tool to promote its institutional goal and objectives. Public opinion is shaped largely by the mass media and at the same public opinion also shapes policy decisions of top level government officials towards the PNP. Investing in media relations is always the advantage of the PNP. From this current trend in policing system in the Philippines, the role of effective public information has become ever more important. Society today is become reliant on mass media and to some extent the media can shaped the opinions of the public, set the agenda, generate action and provide directions. The mass media has become a veritable war zone aiming to capture the attention of the masses. Hence, along this line the

effective utilization of Police Media Relations help enhance the capability of the police to pursue and fulfil its mandate. In the case of the Philippine National Police, media coverage of the police have been difficult through the years because of the tendency of the press to pound more on negative aspects of law enforcement . This is maybe anchored on the principle that news on controversial matters sells better than developmental news. As a result, people create sweeping judgements towards the police further tarnishing the organizations reputation. Apparently, there is no reason for the Philippine National Police and the media to take separate routes as both endeavour to deliver correct and timely information to the public. They only need to set proper perspectives. The PNP has to understand that the media have big impact in police work; that although critical to the police, most of the media reports are occasionally justified; and, that not all members of the press are anticop. The Bicol Region is one of the most challenging fields for a police officer because of the varied security challenges confronting the region. Among these are: the presence of an active communist insurgency, the frequent occurrence of national disasters, criminality and the recurrence of illegal gambling. Measures are under taken in order to improve the situation. The mass media can be both allies and opponents depending how mass media relations are manage by the PNP. It can serve as purpose for the good in many ways. Policies are measures arrived at in order to arrive at the desired goal. However, raw data is very important in order to formulate such policies.5

Hence, this study hopes to help the PNP Media Relations in Albay to be more aware on their responsibility to the community in terms of giving information. The study also aims to give emphasis and recognition to the PNP Media Relations in Albay. Statement of the problem This study is primarily concern with the PNP Media Relations to the community in Public Information. Specifically the study shall seek answers to the following questions: 1. What is the status of the PNP Media Relations in the community today? 2. What is the level of effectiveness of the current PNP Media Relations as regards to: a. Improving the Image of the PNP b. Dissemination of Information c. Contributing to the solution of crime d. Improving Public Safety e. Performance of Public Information 3. What problems are met with regards to PNP Media Relations? Scope and Delimitation The study deals on the PNP Media Relations to the community in public information. It focuses on the status of the PNP Media Relations today. It determines the level of effectiveness of the current PNP Media Relations as regards public image, dissemination of information, solution of crime, improving public safety and performance

of public information. It also discusses the problems met as regards PNP Media Relations. The main respondents of this study were the Public Information Officers (PIO) and people in the community who were the beneficiaries of the PNP Media Relations. Significance of the Study The importance of this study is based on the premise that the Philippine National Police needs to strengthen its effectiveness and build a positive image for itself. Public Information, as part of a broader conceptual scheme of Police Media Relations is a vehicle for achieving their goals and mission. Emphasizing the power of mass media to shape public opinion and bring about change is something that cannot be ignored. Hence, it is expected that this study would be able to provide helpful suggestions that could help enhance and strengthen Public Information and improve police media relations. Specifically, it is perceived that the following individuals, sectors or groups of persons would stand benefit from this study: Public Information Officers. The public information officers of every police unit are most important officials of a unit. This is precisely grounded on the perception that the PIO is the manager of information that if managed well can serve to enhance the image of the PNP. Moreover, the PIOs can get insights that could help them improve their performance, managed their mandates well and affect a positive, constructive and collaborative relationship with the mass media.

Community. The study will be beneficial to the community because it will help them determine the weaknesses and strengths of the police and initiate actions for the improvement of the community. Philippine National Police. This would motivate and awaken their awareness about the responsibility and task of a police officer in achieving peaceful community. Also, this will give them insights about the importance of public information to the community. Researchers. This will be beneficial to the researchers because the results of this will give them knowledge if police officers and media practitioners nowadays observe police media relations. Hence, achieving harmonious relationship to provide the public an outstanding service. Future Researchers. This study could guide them to conduct related research work for deeper studies. This will help them produce a more comprehension output for future researchers. Broadcast Media Practitioners in Albay. As a member of the media industry, they will benefit from this study since PNP authority serve as the primary source of information to acquaint the general public and to fully understand their differences in terms of the process, circulation and execution on the concept of media relations. Police Regional V. This study will provide insights and suggestions that can be used by regional officials in arriving at formulating local policies to improve mass media relations.

Broadcasting/Journalism Student. This will serve as their guide in realizing and determining the responsibility as an agent of communication in providing accurate and factual information and also to have knowledge on how journalist/ broadcaster deals with police authority. Also, as a young agent of communication this will give them insights on the proper observance of PNP Media Relations.

Chapter II REVIEW OF RELATED LITERATURE AND STUDIES This chapter is a presentation of the related works and studies of other scholars, concerned professionals and experts whose works have been reviewed by the researchers and found to be similar to this study. These literatures and studies are synthesized to determine the state-of-the-art, and the gaps bridged by the study. These gaps provided the researchers insights in the development of the theoretical and conceptual frameworks. Related Literature The Media Relations Manual of the Philippine National Police defined media relations as how the police (in the case of PNP) deal and interact with members of working press. It also means maintaining a meaningful relationship with the media. It is important to note that the media accounts affect the people from their impression of crime situations and how the community deals with the police. As such, it is imperative for the Philippine National Police to foster good media relations. In order to attain thus, it is a must that the police get to know and understand the media and learn what the police and reporters have in common such as: (a) both bring to their task a lifetime of opinions, biases and benefits; (b) they want to be successful; (c) they are under pressure to perform(for public peers and superiors alike); (d) they both feel a calling not just jobs; (e) both take their craft seriously, that when they fail it is unintentional, and both have common goal of informing the public.1 The realization of the Police Media Relations Manual is based on Memorandum Circular No. 2006-022 or the PNP Media Relations Policy signed by the Director General

Oscar C. Calderon on November 2006 followed by the first PNP Media Relations Seminar-Workshop on November 27-28, 2006 with an aim to further boost the enhancement of its media relations program. It further aims to guide PNP Personnel on how to deal with the media. This manual will teach every PNP personnel on how to develop a positive approach in dealing with the media as police partner in winning better public perception, support, cooperation and participation in all of the PNPs present and future undertakings.2 Sir Robert Peele known as the Father of Modern Police said that the police at all times should maintain a relationship with the public that gives reality to the historic tradition that the police are the only members of the public who are paid to give full time attention to duties which are incumbent on every citizen in the interest of community welfare.3 Mass Media and Law Enforcement by Edward J. Tully examined the role and relationship of the mass media to the police. The paper described the relationship between the police and mass media as ranging from friendliness to open hostility. The mass medias penchant for sensationalism creates these partitions between the relationship of the police and the mass media. This situation is understandable in societies that are capitalistic were profit is the prime motivation. There is one obvious implication though, that is important to the police to develop positive and cooperative relationship with the mass media. More often mass media establishment are motivated by profit and influence. In many instances it has become a veritable institution holding it in its sway public opinion. For the past several years, the media has successfully built itself to influence the lives of human living in the twentieth century. It has been the trend settler

and instrument for progress if not the mass media developed, as we know it now, but like any modern instrument at the disposal of human kind. The mass media has the power to set agenda and keep it moving through the moulding of public opinion and exerting pressures on sectors. Its effective use of technology has made it possible to spread pressure on sectors. The author underscores the need for the chief of the police to be in control of the situation and especially in dealing with the mass media. Delicate situation and the need for the chief to have personal touch with members of the mass media sectors is an important factor to think about. However, the intricacies of mass media relations, it was suggested by the author who specialize such as PIOs should be assigned to handle this things.4 The relationship between the police organization and the mass media has also been someway the subject of this thesis. Hence, the ideas presented provided valuable suggestions. Related Studies A study entitled The Effective Use of Media in Serious Crime Investigations by Andy Feist discussed the importance of handling media in the coverage of anti-crime activities. The study emphasizes the importance of the mass media but managing and handling the media can take up precious time that otherwise could have been devoted to other productive endeavours. One very important factor brought into the highlight was the importance of maintaining media interest in the coverage of a crime. The study found out that age and occupation of the victim can help sustain media interest. One of the burdens identified is the fact that media investigation team can exert its demand on the

investigation team. The disclosure of facts emanating as product of the investigation team can also ease the tension caused by withholding information. There were also those respondents who made mentioned that the timing of the release of information in the media is very crucial. Where others look at it as hampering the works of investigation. Because by knowing it to the media, some protagonist will have the chance to reformulate their statements. The media liaison officer was described as the most important person in the organization as far as media relations is concerned. The study made several recommendations. One these commendations is to make the liaison office part of the investigation, another was that while experience is important training these liaison professionally would be a good idea. There should be an effort to improve media relations. Exploring the environment how the media can explore ways of handling media affairs and established the competencies of the information officers in every region.5 Abner Aquinos The Impact of Media on National Security Policy Desicion Making stated that facilities are important factors to consider of the organization is to be effective. But unfortunately it was also found that the equipment and facilities of the same are inadequate and cannot generate the possibility that it could respond to its stated mission and goals. It was recommended that financial inputs should be designed in order to help the organization. Furthermore the study also made mention of the strategicness of locating of naval bases on determinants for its effectiveness. This study is somehow related to the present study in the effectiveness of a branch was stated.6 Dante O. Robrigado, on his study on Police Community Relations of the PNP Albay Provincial Command: An Analysis, recommend that police community relations should be given more priority in aspects such as funding and total awareness of the

program by the PNP. There should be full implementation of all aspects involved in community relations program. The enhancement of the variable cooperative effort between the PNP and citizenry should be resolved with great emphasis and vigor. Lastly, greater community involvement on policy making to improve Police community relations and cooperative efforts to be given such needed emphasis.7 The study made by Bron aimed to proposed a media program and practices for the PNP Regional Office V. The findings showed that the media relations functions of the office was rated as moderately effective on the areas of the arrest of fugitives, reduction of crime and improve safety. In establishing contact with the mass media the RPIO5 was rated as effective. On the same way, the stake holders provided several suggestions such as to strengthen the media program of the PND and make it a permanent features strategy of the organization in promoting credibility and information dissemination. It was concluded that the PNP media relations program is effective in their performance of their functions but there is a need to re-develop other aspects of the program. Thus, the proposed media strategy of the PNP will enhance the performance and effectively of the media relations of the PROV.8 Brons study is related to the present study since both tackled on implementing of program for the Philippine National Police. It differs in the sense that the previous study centered on the proposal of media program for the Philippine National Police of Regional Office V while the present study deals with the PNP Media Relations.

Synthesis of the State-of-the-Art The various literatures and studies reviewed by the researcher focussed on three aspects namely Police-Community Relations, Police-Media Relations and

Communications Theory. The Media Relations Manual of Philippine National Police define media relations as how the police (in the case of PNP) deal and interact with members of working press. This is imperative for the Philippine National Police to foster good media relations. It is a must that the police get to know and understand the media and what the police and reporters have in common. The realization of the Police Media Relations Manual is based on memorandum circular no. 2006-022 or the PNP Media Relations Policy signed by Director General Oscar C. Calderon on November 2006 followed by the first PNP Media Relations Seminar-Workshop on November 27-28, 2006 with an aim to Further Boost the Enhancement of its Media Relations Program. It further aims to guide PNP Personnel on how to deal with the media. Sir Robert Peele known as the Father of Modern Police said the police at all times should maintain a relationship with the public that gives reality to historic tradition. Mass Media and Law Enforcement by Edward J. Tully examined the role and relationship of the mass media to the police. The paper described the relationship between the police and the mass media as ranging from friendliness to hostilities. Gap bridged by the study The literature and studies reviewed herewith deals with various aspects of the policing functions ranging from community relations to media relations and to

communication theory. The study is different from the materials reviewed in the sense that is done in the context of an area where no studies have been done about police media relations. This study would also answer a pressing need, an institutional need of the Philippine National Police aiming and struggling to portray a positive image for itself. The Mass Media would not only be a tool but an ally. This study would certainly be one of the few that has focussed on media and police relations. So far no study has been undertaken to assess the public information system of the six provincial offices in Bicol. This study would provide a context in terms of implication for the administration of Public Information in Region V which has administrative jurisdiction over the six provincial offices. Theoretical Framework This study is anchored on communication Theory. This theory is based on the fact that people live in society and communicates with one another. Exponents of this theory are the: S. W. Littlejohn, Emory Griffin, K. Miller, E. Warner and G. Witzany. There are several assumptions about communication. One assumption is that communication is a ritual process that is rooted in the historical context and the situations of the individual. This rootedness means that it is entirely difficult to separate communications without associating or employing or reference to human activity. This is a relatively very young discipline and of which for now scholars have not been able yet to device a paradigm of its own from where the assumptions of the theory of the theory should rely upon. Although the book dealt with the self as dialoguing with its own self, it is provided very useful insights into the theory.

There are many ways by which the communications can be viewed from. First there is a mechanistic view. This viewpoint sees communications as a perfect transaction from one sender to another. This is usually the common and ordinary type of flow of communication where the message relayed by one sender to another sender. On the other hand the psychological approach views the transmission of message not just a simple transmission of message but takes into consideration the feelings and emotions of the receiver. The emotions of the receiver become the mode y which message sifted and interpreted. From these theories on communication, one takes a very important meaning as a management of meaning and as a way of learning. Hence, when a person or group of persons engage a communication, the person aims to create meaning and to affect learning. This is the main reason why communications have grown not only as a science but a way of effecting learning.

MECHANICS

C O M

PSYCHOLOGY

M U N

SOCIAL CONSTUCTIONIST

I C A

SYSTEMATIC

T I O

CRITICAL

Fig. 1 Theoretical Paradigm

Conceptual Framework The advance of Information Technology and communications has its impact to the manner by which information is managed and disseminated, in a democracy like the Philippines, public opinion is considered important. Corporations, organizations and government agencies have communication consultant only if to deliver effectively organizational message. Thus from this scenario, it can be said that the Mass Media can be a powerful vehicle for the Philippine National Police that will help the entire organization achieve its objective. This study was undertaken with the view of describing the situation and factors surrounding the PNP Media Relations with the objective of formulating programs that will help improve PNP Media relations. The effectiveness of a mass media relations program will depend on several factors. In evaluation studies, it is important that before proceeding to other stage, it is necessary to establish current facts and figures. Hence, the study sought to determine the effectiveness of the PNP Media Relations as perceived in the present by the respondents. The degree of effectiveness will determine the conjectures and suggestions that will be provided by the researcher.

Status

of

PNP

Media Relations

Level Effectiveness

of of

the current PNP Media Relations

PNP Media Relations to Community in Public Information

What

are

the

problems met with regards to PNP

Media Relations

Fig. 2 Conceptual paradigm

Definition of Terms Media the various means of communication considered as a whole including television, radio, magazines and newspapers, together with the people involved in their production. In this study, it refers to the channel or tool via which information are being conveyed to the public. Philippine National Police (PNP) a highly efficient and competent police force which is national in scope and civilian in character administered and controlled by the National Police Commission. As used in this study, they are empowered to ensure the security of lives and property in the Philippines. Dissemination of Information this refers to the service of the Media Relations Office for the purpose of reaching out to various stakeholders through news and information. Improving Media Relations these are activities or initiatives undertaken in order to provide positive outcome to police media relations where problematic areas exists between relationship of the two sectors. Public Information Officers these are designated officials in each provincial office of the PNP that often acts as spokesperson and at the same time coordinates medialiaison activities. PNP-Media Relations this refers to the dynamic and ideally the reciprocal relationship between the police and the different forms of mass media. The police needs

the mass media for disseminating information while media considers it their duty to carry objective news and information. Public Information Activities refers to the activities done by the Police Provincial Office in partnership with the Mass Media for the purpose of information dissemination with the public.

Chapter III RESEARCH DESIGN AND METHODOLOGY This chapter is a presentation of the research design and methodology. It contains the methodology, the respondents, sources of data, the instrumentation, and the data gathering procedure and the statistical treatments and tools used in the study. Research Design The study employs the descriptive type of study using a survey method. According to Good and Scates, the purpose of descriptive research is to determine the facts concerning the nature and status of anything. This means further that descriptive research gives meaning to the quality and status of facts that are going on. Descriptive data for a descriptive research are collected employing different methods. It may be presented qualitatively in mathematical symbols, depending upon the nature of the materials and purpose of the research. In relation to this research, the descriptive method is utilize to determine the status of PNP Media Relations to the community, the level of effectiveness of the current PNP Media Relations as regards to improving the image of the PNP, dissemination of information, contributing to the solution of crime, improving public safety and performance of public information, and the problems met with regards to PNP Media Relations.

Sources of Data The primary sources of data were the responses in the questionnaires of the respondents. The secondary sources were generated from books, unpublished articles, masteral and undergraduate thesis. The researcher also gathered information by browsing the internet in different websites used. Respondents The population of the study specifies the reference area by which descriptions and inferences were based while the sample respondents selected from the population to represent the population. Since this is a description of PNP Media Relations to the community in public information, the respondents of the study were the Public Information officers of the PNP and 200 respondents in selected municipalities in Albay. Data Gathering Procedure The researcher asks permission to the Philippine National Police office for conducting the study. The researcher personally conducted the interview to the respondents. After which the researcher started to gather data from library materials such as books, unpublished undergraduate and masteral thesis. Some information relevant to this study was accessed through the internet. A questionnaire is appropriate to the problem of this study and presented to the adviser for comments and improvement. After some revision, the final questionnaire was prepared and submitted to the thesis committee for suggestions. The questionnaire was personally administer by the researcher to the respondent in order to explain the

objectives of this research. Statistical analysis of the data was made after the retrieval of the questionnaire. Statistical Treatment Frequency count, percentage and ranking values will be used for valid interpretation and analysis of data. It will be represented by the use of tabular arrange elements of data with categories with corresponding results.
Population mean = = ( Xi ) / N

PNP: MEDIA RELATIONS TO COMMUNITY IN PUBLIC INFORMATION IN ALBAY

An Undergraduate Thesis Presented to the Faculty of Bicol University College of Arts and Letters Legazpi City

In Partial Fulfilment Of the Requirements for the Degree Bachelor of Arts in Broadcasting

October 2011 Malagueo, Edgar Allan C. Tuzon, Cherrylin R.

Notes

Public Information Manual: Maximizing the Effectiveness of Various Communication Tools, A Public Relations Organization of the Philippine(PROP) Publication, International Association of Police Chiefs Model Policy on Police-Media Relations, 2007

Ibid. p.2 Oplan Pagbabago: A project of the PNP in Winning a Friend and Working with People, Camp Crame, Quezon City, 1992

Hayward, Richard G. The Importance of Media Relations Training for Police Office. Department of Interdisciplinary Technology

E. L. Bron, March 2009, A Proposed Media Program for the Philippine National Police Regional Office V. Bicol University.

Notes

Philippine National Police Media Relations Manual, 2007 Public Information Manual: Maximizing the Effectiveness of Various Communication Tools, A Public Relations Organization of the Philippine(PROP) Publication, International Association of Police Chiefs Model Policy on Police-Media Relations, 2007

Oplan Pagbabago: A project of the PNP in Winning a Friend and Working with People, Camp Crame, Quezon City, 1992

E. L. Bron, March 2009, A Proposed Media Program for the Philippine National Police Regional Office V. Bicol University.

Feist, Andy. 2001. The Effective Use of Media in Serious Crime Investiations. Policing and Reducing Crime Unit Paper p. 120

http://www.homeoffice.gov.uk/rds/prgpdfs/fprs120.pdf
6

Aquino, Abner. 2007. The Impact of the Media on National Security Policy Desicion Making.

Robrigado, Dante O. Police Community Relations of the PNP Albay Provincial Command:An Analysis

E. L. Bron. 2009. A Proposed Media Program for the Philippine National Police Regional Office V. Bicol University.