This was emphasized by Army’s 1st Infantry “Tabak” Division commander Brig. Gen. Daniel Lucero in his message during a recent fellowship night with members of the local media at the Tabak Clubhouse.
Lucero ordered his officers and men to establish good rapport with the media while in the performance of their duty in promoting peace.
Lucero recalled that he lost a number of good commanders for failure to establish good working relationship with the media when he was the commander of the 103rd infantry brigade.
“They failed to properly relate themselves with the media, thus they were relieved from their posts,” Lucero disclosed.
Lucero admitted that he has no formal education and training about media handling, citing he learned it in his own way.
“On my first day of handling media at the AFP (Armed Forces of the
“I received several phone calls from the media as early as 3:00 a.m. even during weekends. I had to attend to their calls because if I would not do so, they would report to my boss that I was sleeping on my duty,” said Lucero, adding “I learned to smile even though I was not feeling well.
He also shared with his men some important points in facing the media: be ready to give information; know their educational background and leanings; and the message to send should be clear to listeners and the readers.
http://www.pna.gov.ph/index.php?idn=2&sid=&nid=2&rid=529020
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