Marcos and his renewed ‘stratcom’

PRESIDENT Ferdinand Marcos Jr. swept the 2022 national elections with a well-financed, dynamic and cohesive strategic communications campaign, or “stratcom.” His messaging was clear, consistent and straightforward: “Enough of divisive politics; it’s time for unity and national progress.”

Unfortunately, his remarkable stratcom during the campaign did not fully carry over into his actual governance. Three years into his term, many Filipinos have observed a president who appeared aloof and elusive, surrounded by a moat-like cordon sanitaire that spoke on his behalf. Despite persistent vicious attacks on his person and family, he avoided a direct confrontation with his detractors, leading many to see him as weak and indecisive. With his faltering stratcom, his administration lost control of the narrative, dragging down his public approval ratings despite efforts on the ground.

Today, a new and recalibrated stratcom for President Marcos is taking shape. The public has noticed a more visible and engaged president, active in both traditional and social media. He now speaks directly to the people on key national issues, as seen in his recent interview on Ka Tunying’s YouTube channel. He no longer shies away from controversial topics and has shown willingness to make bold decisions, such as his recent Cabinet shakeup. His recent dialogue with farmers in a National Food Authority warehouse in Bulacan, for instance, resonated well with the public. “This is where a leader should be, not just inside Malacañang Palace,” one netizen remarked.

In principle, stratcom is the deliberate and purposive use of information across various channels with clarity and consistency to achieve a common aspiration. It is a tool to influence, mobilize and inspire the audience to win them over and subscribe to the leader’s vision. But in the President’s first three years, his stratcom misfired, undermined by missteps that projected him as indecisive and unempathic. At this point, I would suggest that he trusts his own political instincts, honed by being a public servant for over 30 years now.

History is replete with leaders who mastered stratcom to galvanize support for their administrations. The late United States president Franklin D. Roosevelt, wheelchair-bound and leading a nation through a depression and war, reached Americans through his reassuring voice in radio fireside chats. South African leader Nelson Mandela, who was imprisoned on Robben Island, remained the moral compass of the anti-apartheid movement, shaping international opinion through his towering and sober voice. And, of course, former president Rodrigo Duterte, who regularly addressed the nation with his trademark colloquial style, reinforced a perception of strong and assertive leadership. Each leader employed stratcom strategies with intent and precision, blending good messaging, optics and a larger-than-life presence.

President Marcos recognizes the urgent need for a renewed stratcom to inform the public of his administration’s efforts on five major concerns: soaring prices of basic goods; criminality; education; health care; and tensions in the West Philippine Sea. He has begun removing Cabinet members who are misaligned with his policy agenda or failed to meet his expectations. But most importantly, the President has taken over the national discourse, with his visibility in headline news, social media feeds and as a topic of dining conversations.

Yet there remain areas where his stracom must be recalibrated. His secretaries, advisers and spokesmen must be more proactive in defending the President against attacks. Silence from his inner circle enables the opposition to manipulate public opinion. At this stage, fence-sitters have no place in his administration. He must consider forging alliances with democratic forces, particularly the “Pinks” and the “Yellows,” with whom he arguably shares more values than with Duterte-aligned oppositionists. He must exhibit genuine impatience, irritation and anger toward the bureaucracy that drags its feet in providing timely and responsive public services. Instead of acting coy and amused, he must own and dominate the national narrative, not merely react to it as events unfold. In any crisis or emergency, the President has to be seen and heard, casting his long shadow over the nation’s affairs.

Throughout his political career, President Marcos has been consistently underestimated. Critics paint him as an entitled and undeserving heir of a powerful dynasty. But I still believe he was adequately mentored on the lap of one of the shrewdest and most strategic presidents in our history: his father. He has the training and stamina to overcome his adversaries and to finish his term with an enduring legacy.

But that outcome is possible only with his sustained follow-through on his campaign promises. His new and rejuvenated stratcom must prioritize execution over planning, results over rhetoric, and empathy over formality. Leadership demands performance, speed and visibility.

And with three years still left in his term, there is enough time for the President to communicate and perform where it would count.