Philippine Army's Strategies on Crisis Communication: Public Affairs Officers' Practices

Abstract

This study explores the current strategies of the Philippine Army on crisis communication. The objectives were to determine the profile of the Public Affairs Officers (PAOs) who communicate organization’s crisis, how they defined and determine it, the strategies in relation to the content, themes and messages, and tools for collecting, and disseminating information, and, the problems encountered in communicating the crisis. This study used Deming’s systems theory in the analysis of the data since the Philippine Army, as an organization, follows a very inclusive systemic approach in the performance of its function. Seven PAOs underwent focused interview to gather their experiences in communicating crisis. The researcher found out that the Philippine Army only take actions when crisis has already occurred and they based their actions on the guidance of the higher headquarters. The current practice of the PhilippineArmy prevails because of the absence of institutionalized systems and approaches in disseminating crisis. The study recommends that this study become the basis of the Philippine Army in conducting trainings on crisis communication as well as in crafting policies and related documents that may facilitate the institutionalization initiated by the Philippine Army.