Communicating about the Counterinsurgency Program in the Philippines: Local Government Communication Practices

Abstract

Government agencies play a critical role in addressing societal issues and rely on effective communication strategies to inform and engage the public. However, research on government communication practices in the Philippines is limited. To bridge this gap, this study aims to explore the Philippine government’s communication practices and the influence of environmental attributes on communication efforts regarding the counterinsurgency program. Drawing on the government public relations model, a qualitative research approach was employed to gain in-depth insights into the experiences and perspectives of local information officers. The study utilized semi-structured interviews as the primary data collection method. By engaging local government communicators in the Philippines, the study identified four major themes: common media strategies, pressure to meet public information needs, lack of financial resources, and the impact of external legal frameworks. The findings revealed that government communicators employ various media strategies and face significant pressure to meet public information needs. Furthermore, the study highlights the intersection of external legal frameworks with other environmental constraints, such as politics and professional development, impacting government communication practices. This paper contributes to the limited scholarship on government communication practices in the Philippines, offering preliminary insights into the complex dynamics of government communication to address societal challenges.

1. Introduction

Following the collapse of the peace talks between the Philippine government and communist rebels in 2017, the Duterte administration took measures to establish a comprehensive approach by synchronizing government instrumentalities. This move aimed to tackle what was described as a “local communist terrorism group”, leading to the formation of a national task force. While anti-insurgency programs represent just one facet of the government’s multifaceted initiatives, it is imperative that these programs are effectively disseminated and managed to inform and engage the public. Effective communication plays a pivotal role for government agencies in achieving their objectives, which include educating citizens about pertinent social issues (Yang 2018; Sanders 2020), fostering civic-minded behaviors (Sanders and Canel 2015), and keeping citizens informed about services, events, and community crises (Brady and Webb 2013; Lee and Chul Ko 2021). Communication in the public sector is also crucial, as it enables citizens to seek information regarding resource allocation and public spending, plans, achievements, and policy (Simmons and Small 2012), all of which are integral to achieving good governance.

Scholars have recognized the significance of government communication (Liu and Horsley 2007; Horsley et al. 2010; Canel and Luoma-aho 2019) for facilitating comprehension of the challenges encountered by public sector organizations when it comes to reaching and engaging citizens and establishing and maintaining trust. However, the scholarly attention given to communication practices in the public sector requires further exploration and examination in communication research. Prior research on government communication has primarily focused on analyzing governments’ response to health crises (e.g., Lee 2009; Kang et al. 2018). For instance, Lee (2009) investigated the Hong Kong government’s management of the 2003 SARS crisis and argued that the government faced a higher level of responsibility, greater complexity in communication layers, and increased public and media scrutiny compared to the private sector. In a content analysis of responses from traditional and social media, Kim and Liu (2012) compared the crisis responses of corporate and government organizations during the 2009 Flu pandemic. They found that government organizations prioritized providing instructive information to their primary public, while corporate organizations focused more on reputation management.

In the realm of crisis communication, Chon (2012) proposed a public segmentation approach to predict the communicative actions of the public in a crisis. However, scholars have observed that prevailing models examining public sector communication practices fail to address the “unique attributes of the public sector” (Liu and Horsley 2007). To illustrate this point, Liu et al. (2010) conducted a survey comparing the US government and corporate communication practices. Their findings revealed stark differences and similarities between the two sectors in terms of environmental attributes. Moreover, different levels of government, such as federal, state, county, and city, exhibit significant variations in how the public sector environment influences communication practices (Horsley et al. 2010). At the local government level, communicators are well-positioned to clarify their role by shifting the focus of communication from one simply conveying information to one of active listening. They can advocate the importance of transparency and effective communication in government while also developing expertise in facilitating community participation (Simmons 2014).

The primary objective of this study is to explore the vital role played by government communicators in effectively communicating government programs, particularly in the context of the counter-insurgency campaign. Previous research on government communication practices has predominantly been conducted in developed regions such as the United States (Liu and Levenshus 2010, Australia (Simmons and Small 2012; Simmons 2014), and Europe (Sanders et al. 2011; Ruijer 2017), while fewer studies have been undertaken in developing countries, such as the public sector in the Philippines. The Philippines presents an interesting case due to its unique contexts, policies, aims, issues, and practices that shape government communication. Therefore, this study aims to fill that gap by providing insights from the context of the Philippines. Following the government communication decision-making wheel developed by Liu and Horsley (2007), this study specifically examines communication practices at the local government level, aiming to identify common challenges and opportunities that influence their work.

This study holds significant implications for several reasons. First, it expands the scope of government communication scholarship by offering insights from the context of the Philippines. Second, it paves the way for a new line of research focusing on communication in the public sector, particularly in relation to terrorism and conflict-related issues. Finally, the findings of this study have the potential to shed light on whether Liu and Horsley’s government communication decision wheel model is applicable in the context of the Philippines.

2. Literature Review

2.1. The Context: The Philippine Government’s Counterinsurgency Program

Shortly after assuming office, Philippine President Rodrigo Roa Duterte officially terminated the peace talks between the Philippine government and Communist Party of the Philippines-New People’s Army-National Democratic Front (CPP-NPA-NDF) on 23 November 2017 (Corrales 2017). In a proclamation order signed by Duterte, he cited the failure of the CPP-NPA-NDF to demonstrate sincerity and commitment in pursuing genuine and meaningful peace negotiations, as their continued acts of violence and hostilities persisted. Notably, this decision came despite the inclusion of the peace negotiations with the CPP-NPA-NDF in the administration’s six-point peace and development agenda, which outlined an accelerated timeline for the process (OPAPRU n.d.).

Approximately a year later, President Duterte issued Executive Order 70, establishing the National Task Force to End Local Communist Armed Conflict (NTF-ELCAC) (Gita 2018). The primary objective of this task force is to institutionalize the government’s “whole-of-nation” approach to address the communist rebellion in the Philippines. The NTF-ELCAC implements various activities and programs, including campaigns targeting suspected front organizations and groups claiming affiliation with the communist group (Moaje 2021). However, these campaigns have elicited mixed reactions from different segments of society, including human rights activists, civil society organizations, and academicians, who have raised concerns about the potential “red-tagging” of certain groups.

Moreover, the NTF-ELCAC is mandated with overseeing a socio-economic program through a barangay (village) development program known as the Barangay Development Program, aimed at addressing the underlying causes of insurgency within communities (Salaverria and Corrales 2020; Rita 2021). Additionally, the task force has institutionalized a reintegration program to support the successful reintegration of rebel returnees into mainstream society (Escocio 2021).

To effectively communicate the objectives and progress of the program, the national task force has designated spokespersons specializing in various areas, including security sector operations, social media affairs, sectoral concerns, local government affairs, village development programs, and mass media engagement. At the local government level, local government communicators within the respective provinces, cities, and municipalities play a pivotal role in disseminating information about the program under the national task force.

2.2. Public Sector Communication

In recent years, the field of public sector communication studies has experienced significant growth, encompassing diverse disciplines and academic domains (Luoma-aho and Canel 2020). The increasing challenges faced by public sector organizations globally have prompted scholars to explore the role of communication in addressing these pressing issues. Luoma-aho and Canel (2020) highlight the unique characteristics of public sector communication, including its environmental context, relationship with media, complex organizational structures, legal and regulatory frameworks, and the need for legitimacy. Consequently, public sector communication research draws upon literature from organizational and administration studies (Garnett 1992; Garnett and Kouzmin 1997), political communication (Canel and Sanders 2012), public relations (Liu and Horsley 2007; Horsley et al. 2010), and organizational communication (Luoma-aho and Makikangas 2014).

These varied perspectives have resulted in diverse definitions of the concept. Graber (1992) proposed an early definition, characterizing public sector communication as “the use of symbols in public organizations to coordinate work to achieve goals”. On the other hand, Glenny (2008) employed the term “communication in the public sector”, and described it as “apolitical or nonpartisan communication activities of the executive arm of government”. The term “government communication” is commonly used and defined as communication aimed at influencing key publics to achieve both political and civic purposes. It is carried out by executive politicians and officials, aiming to establish and maintain beneficial relationships, to build reputation, and to gain support from and interact with citizens using the tools and strategies of PR and corporate communication (Canel and Sanders 2015). More recently, Luoma-aho and Canel (2020) defined public sector communication as follows:

goal-oriented communication inside and between organizations and their stakeholders enables public sector functions within their specific cultural/political settings to build and maintain the public good and trust between citizens and authorities.

(p. 33)

Public sector organizations encompass a wide range of entities, including national or federal governments, semi-autonomous agencies with or without legal independence, as well as local bodies such as municipalities, counties, and provinces,. These organizations differ in terms of actors, tasks, and responsibilities both between and within countries (Fredriksson 2020). Given the significant intangible assets in public sector contexts (Canel et al. 2020), effective communication is necessary to manage relationships and provide relevant and accurate accounts of organizations’ activities and outcomes. Linear or one-way communication decreases organizations’ ability to adopt an open and inclusive approach (Vouri and Kyalanen 2020).

Public sector communication is crucial for public sector organizations (Luoma-aho and Canel 2020) because of the ever-evolving changes in the organizations and changing nature of public engagement and interaction. Globally, government agencies need to shift their focus from “having power over them” to “sharing power” with them (Thomas 2013).

2.3. Government Public Relations

Liu and Horsley (2007) introduced the government communication decision wheel as a model of public relations decision-making in the public sector, addressing what they perceived as “limitations of existing government communication and public relations models”. They identified four coexisting and complementary microenvironments: multilevel, intragovernmental, intergovernmental, and external. The multilevel microenvironment involves collaboration between two or more levels of government on a single issue, while the intergovernmental microenvironment involves coordination among two or more units at the same governmental level. The intragovernmental microenvironment refers to the actions of a single agency at the local, state, or national government level. Lastly, the external microenvironment encompasses coordination between any level of government and private and nonprofit organizations. According to Liu and Horsley (2007), government managers play a crucial role in sharing expertise and resources and coordinating communication across all four microenvironments. They emphasized that government communicators make decisions regaring the channel and direction of communication within each microenvironment.

Building upon this model, Horsley et al. (2010) expanded the government communication decision wheel three years later, citing that “government communicators are not truly homogenous groups”. They argued that the model should reflect the differences and similarities in the communication practices and organizational attributes across four levels of government. They suggested that the model should depict the overlapping attributes and activities when two state communicators work together. They argued that each government level’s (i.e., federal, state, county, local) environmental attributes should be considered when developing a communication plan for any of the four microenvironments. Furthermore, they proposed including the channel of communication used, whether direct, mediated, or a combination.

Another perspective, highlighted by Liu et al. (2012), suggests that government communicators’ decision-making may be influenced by various attributes, including whether they work for an elected or non-elected official. Drawing from surveys of 781 US government communicators, they found that the public sector operates as a single macroenvironment. They argued that an inclusive government communication decision-making model should consider the attributes’ effects on communication decision-making and the nature of the employer (elected or non-elected official). This expanded model aims to encompass the various roles of communicators within the government system.

Fifteen years after Liu and Horsley (2007) introduced the model, there remains a need for further research of government communication. Empirical studies have predominantly focused on Western regions such as the US, Europe, and Australia, while developing countries such as the Philippines are underrepresented in the literature. This study responds to this call by scholars to examine communication practices in other countries and assess the applicability of this model to democratic and differently structured governments.

3. Method

3.1. Sampling

For this study, purposive sampling was employed to select the sample of the study, with careful consideration given to the following key points in the sample selection process. Firstly, participants were selected based on their roles as government communication officers (e.g., head of office, technical staff) in Davao del Norte as participants who were directly involved in the implementation and communication of the counterinsurgency program. This ensured that selected participants possessed firsthand knowledge and experience relevant to the study objectives. Secondly, participants were purposefully selected from various local government units, including the city and municipal levels, to ensure diversity and representativeness in the sample. This allowed for a comprehensive understanding of government communication practices across different administrative levels. Lastly, participants were selected who were full-time employees (i.e., coterminous, contract-based, and permanent employees) of the local governments in Davao del Norte, within the age range of 20 to 59 years. This facilitated a deeper exploration of the factors influencing communication strategies and challenges faced by government communicators, considering their individual backgrounds and professional contexts.

To gather relevant background information about the participants, we conducted a pre-screening process to verify their qualifications, roles, and experience in government communication. This step aimed to ensure that the selected individuals possessed the necessary knowledge and expertise to provide meaningful insights for the study.

3.2. Interview Protocol and Data Collection

We collected the data for this study between January 2022 and May 2022 in Davao del Norte. Each participant in this study was interviewed for approximately 30–45 min. The interviews were audio-recorded with participants’ consent, and detailed notes were taken to capture non-verbal cues and observations. The interview questions were derived from the existing literature and theories (Liu and Horsley 2007; Liu and Levenshus 2010). All participants were asked questions related to their media activities (e.g., types of media channels used and their frequency), experiences as government communicators (e.g., goals and perceptions), and challenges encountered in communicating the counterinsurgency program (e.g., factors such as external/internal environment). The themes of these questions were related to the kinds of challenges and opportunities government information officers practitioners face when communicating the counterinsurgency program in the Philippines.

To ensure cultural sensitivity and effective communication, all questions were asked in English as well as the relevant local languages, depending on the participants’ ease and comfort. The translation process involved the expertise of bilingual researchers to ensure accurate and faithful representation of the original questions.

Following data collection, the audio recordings were transcribed verbatim, including the portions discussed in local languages. The transcriptions were cross-checked for accuracy, and any identifying information was removed to ensure participant anonymity.

3.3. Thematic Analysis

This study employed thematic analysis, following the approach outlined by Braun and Clarke (2006), to analyze the qualitative data collected through in-depth interviews. The data analysis involved a two-stage process. In the first stage, all interviews were translated and transcribed in English. The translation and transcription tasks were carried out independently by the two authors. The second stage of analysis involved the identification and development of categories and themes that were relevant to the research questions. A thematic analysis was conducted to extract key patterns, recurring ideas, and insights from the data.

The thematic analysis in this study begins with a compilation of the initial significant statements that are relevant to each research question, and the overall objective of the study. These statements are then segmented based on the responses of the Information Officers to each research question. Subsequently, the authors identify key themes that have emerged inductively from the interview data. These key themes are categorized based on the prevalence of key words found in the responses of the Information Officers to each interview question. The prevalence of each key theme was determined by mutual agreement between the two authors.

4. Findings

Four primary themes emerged from the data analysis, shedding light on the participants’ message dissemination tactics and the factors that influence such communication practices in the context of government communicators at the local government level. The themes encompassed traditional media vs. social media, pressure to meet the public’s needs, lack of financial resources, and legal frameworks. These themes reflect both the diverse range of activities employed by the participants to disseminate their messages and the challenges they face in their roles as government communicators.

4.1. Media Strategies

The participants engaged in extensive discussions regarding their message dissemination activities and acknowledged the significance of effective media strategies in achieving their communication goals. One commonly employed media strategy at the local government level was community meetings, which allowed for direct interaction with the public. One participant stated, “We conduct house-to-house visits [in our locality] to gather insights and improve our [communication] plans”. Another participant shared,

When we went to a barangay [village], some agencies conducted a caravan of services. The AFP is there as the lead agency to conduct the activity.

(Interviewee number 1)

Our task is to educate the former rebels. Seminars are also being held, giving lectures that their views are wrong because they have their ideology that we should not believe in the government. After all, the government does not care about us.

(Interviewee number 7)

As part of their roles in supporting government programs, the participants saw themselves as “brokers” who coordinated and networked with various government instrumentalities. One participant emphasized, “As communicators, our role involves providing assistance and cooperating with other agencies since we are not the directly trained to engage with insurgents-affected areas”. Another participant affirmed,

Since we started the program, one of my experiences has been coordinating with other government agencies because the Information Office alone cannot do the task.

(Interviewee number 8)

Additionally, the participants recognized the importance of writing for print and radio in disseminating information about the counterinsurgency program. They emphasized the accessibility of radio as a crucial communication medium, particularly for reaching audiences in rural areas. Print media, such as brochures and pamphlets, were also utilized by local governments, and information centers were established in strategic location. A participant shared their experience, stating:

We use our info hub to provide information to the public, relying on partner government agencies (e.g., military, provincial government) and their involvement in handling this program.

(Interviewee number 2)

Surprisingly, social media was found to be the least utilized platform by local government, despite its accessibility. The study also revealed differences in social media usage between the city and municipality levels when communicating about counterinsurgency programs. Although the benefits and affordances of social media were recognized, limited internet access and tower signals in rural areas posed significant barriers.

These findings underscore the importance of engaging in media relations activities, such as responding to media inquiries, crafting media releases, and conducting news conferences. Government communicators need to develop strategic and crisis communication plans to effectively communicate the government’s counterinsurgency program. By addressing these challenges and leveraging various media strategies, government communicators can enhance public engagement and facilitate the dissemination of key messages.

4.2. Pressure to Meet the Publics’ Informational Needs

The pressure to meet the public’s informational needs emerged as a significant challenge for most participants, indicating a strong demand for information from their key public. One participant highlighted the difficulty in effectively reaching and engaging the public, stating, “A lot of them you cannot force. This is one of our challenges. It is a challenge because they do not easily listen, or they do not want to listen to us. It is really challenging since, as a communicator, you must be effective.” (Interviewee number 10). This emphasizes the need for effective communication strategies that can capture the attention and interest of the target audience.

Moreover, participants expressed concerns about the sensitivity of the public, claiming that such sensitivity can make it intimidating to address certain topics. As one participant said, “It is scary to write about them because they are so sensitive”. Another participant echoed this sentiment, emphasizing the challenges of communicating against insurgency. These comments highlight the delicate nature of the communication task and the importance of carefully considering the messaging and approach to address the public’s concerns.

Participants also noted the challenge of dealing with a disinterested public. Persuading individuals who are reluctant to engage or listen to the government’s messages proved to be a significant hurdle. As one participant explained,

The biggest challenge is the stubbornness of the public. It is difficult to persuade them that the government is here for them and that the government is doing its part for the country. It is hard to communicate with people who are unwilling and disinterested in listening to us.

(Interviewee number 4)

Overcoming this challenge requires innovative approaches and effective communication strategies to capture the public’s attention and generate interest in government initiatives.

Several participants emphasized the need for well-thought-out plans and strategic decision-making to communicate effectively with the public. One participant highlighted the importance of presenting comprehensive plans to local chief executives to garner their support as part of the task force. This suggests the significance of aligning communication efforts with overall government programs and gaining the necessary backing to ensure successful implementation.

In the context of social media usage, participants who employed these platforms reported strong scrutiny and criticism. They acknowledged experiencing online bashing and negative feedback but chose to ignore it rather than let it affect their work. As one participant shared, “We experience being bashed, especially when using social media as our communication medium. We ignore it rather than get affected by it”. This highlights the importance of resilience and maintaining a focus on the broader communication goals, despite the challenges posed by online criticism.

To address these challenges, government communicators should explore tailored communication strategies that address the unique needs and sensitivities of their key public. This may involve developing engaging content, employing persuasive techniques, and leveraging diverse communication channels to maximize reach and impact. Additionally, proactive monitoring and response mechanisms can help mitigate the negative effects of online criticism, ensuring that communication efforts remain focused and resilient.

4.3. Lack of Financial Resources

The participants emphasized that the limited budget posed a significant hindrance to their ability to fulfill their roles as government communicators. They recognized that this financial constraint was not unique to their office but acknowledged the need for sufficient funding to strategize effectively. As one participant highlighted, “Well, that is a common problem not only in our office. Nevertheless, we need enough budget so that we can strategize properly”. This acknowledgement indicates an understanding of the importance of adequate financial resources in carrying out their responsibilities.

In the context of national-funded programs, local government units are expected to provide counterparts for program implementation. The allocated funding primarily focuses on tangible programs and activities, such as barangay development initiatives and reintegration programs through cash grants for livelihood activities. Despite the limited budget, participants demonstrated resourcefulness and creativity in finding ways to enhance their competence and skills. One participant mentioned conducted training programs as a means to address personnel needs. This proactive approach to skill development amidst budget constraints highlights their dedication to overcoming financial limitations.

However, it was unanimously agreed among the participants that budget improvements were necessary to successfully fulfill their roles as government communicators. By acknowledging the need for enhanced budgets, they underscored the importance of adequate financial support in enabling them to carry out their duties effectively. This collective sentiment emphasizes the participants’ understanding that budgetary constraints can impede their ability to fully accomplish their tasks.

To address this issue, it is crucial to advocate for increased budget allocations for government communicators. Adequate funding will enable them to develop and implement more comprehensive strategies and initiatives. Additionally, exploring alternative sources of funding or partnerships with external organizations could alleviate some of the financial burdens. By securing sufficient financial resources, government communicators can maximize their impact and better serve their respective localities.

4.4. Impact of External Legal Framework

The Local Government Code of 1991 emerges as the primary legal framework that significantly impacts government communicators at the local government level. This law grants local government from provincial, city, and municipalities genuine and meaningful local autonomy. Participants highlighted the influence of the 1991 code, which outlines the qualifications, powers, and duties of information officers in local government, on their work as government communicators. It established a clear policy that provides a basis for the importance of government communicators in their respective roles.

However, some participants expressed concerns about the outdated nature of the code, given the changing societal and technological landscape. They emphasized the need to amend the code to reflect the current realities and incorporate additional digital skills necessary for government communicators to be on par with corporate communicators. By addressing these gaps in the policy framework, government communicators can effectively navigate the evolving communication landscape and fulfill their responsibilities more efficiently.

The limitations imposed by the existing legal framework also have implications for the professional development of government communicators. Being in a coterminous status, many communication graduates do not consider working in government agencies, perceiving a lack of opportunities for growth and development. Consequently, individuals applying for positions in government communication offices often need to acquire foundational knowledge in journalism and communication theories and skills. This highlights the challenge faced by government communicators in terms of staffing and competence, as there is a need to provide training and capacity building to ensure the effectiveness of the communication team.

These statements underscore the interconnectedness between the legal framework, professional development, and political context. It is imperative to address these interrelated issues to create an enabling environment for government communicators. Updating the legal framework to align with current needs and technological advancements, providing opportunities for professional growth and skill enhancement, and addressing staffing challenges will contribute to more effective government communication practices.

To address these concerns, policymakers should consider revisiting the Local Government Code of 1991 and initiating necessary amendments to reflect the contemporary communication landscape. Investing in professional development programs and providing resources for training can help enhance the competence and skills of government communicators. Moreover, attracting qualified professionals through competitive compensation and career advancement opportunities will strengthen the communication teams within government agencies. By addressing these challenges, the impact and effectiveness of government communication can be significantly improved.

5. Discussion

The study conducted qualitative interviews with local government communicators in the Philippines, aiming to contribute to the body of knowledge in government communication scholarship. The collected data from these in-depth interviews revealed four major themes: (a) common media strategies employed by government communicators, (b) pressure to meet public information needs, (c) lack of financial resources, and (d) the impact of external legal frameworks. This research focused on the local government communicators operating in a multilevel environment where collaboration among national, provincial, and local governments is crucial for implementing a counterinsurgency program. In this setting, government communicators share expertise and resources, coordinating communication efforts. The task force determines the participants involved in communication activities and chooses between direct (task force publications) or mediated (news releases and media pitches) communication, or a combination of both.

The findings of this study indicate that local government units in the Philippines employ various media strategies to effectively communicate counterinsurgency efforts. Notably, community meetings and networking were frequently used, reflecting the government’s intention to foster meaningful relationships and promote information sharing. The adoption of participatory and two-way processes, such as community meetings, caravan activities, and house-to-house visits, underscores the government’s commitment to an open and responsive communication environment. Raaphorst and van de Walle (2020) point out that communication in public sector is a continuous process occurring at the interface between government officials and citizens, involving the exchange of signals that shape perceptions, trust, and behaviors. This emphasizes the importance of facilitation skills among local government communicators, including flexibility, time management, and active listening. Listening, as a fundamental aspect of communication, enables dialogue, engagement, and the establishment and maintenance of relationships with key stakeholders (Macnamara 2016). Additionally, community media platforms, such as radio and info hubs, remain effective channels for informing and educating the public about the government’s counterinsurgency programs. The availability of resources plays a significant role in determining the choice of communication medium for information officers.

Building upon the propositions outlined by Liu and Horsley (2007), the study identifies similar constraints faced by the Philippine local government sector in their role as information officers. One significant constraint is the pressure to meet the public’s information needs, which aligns with the findings of Liu et al. (2010) on US government communicators experiencing similar pressures. The study further reveals that addressing public sensitivity towards information is a key challenge when meeting public information needs. Given the frequent interactions between government communicators and their target audience, which includes rebel surrenderers and military personnel, it is essential to effectively communicate with this information-hungry and diverse public (Viteritti 1997). Effective communication with citizens is imperative for government organizations aiming to serve their constituents.

The study also highlights the constraint of limited financial resources among the participating government communicators. This finding aligns with previous research by Liu and Levenshus (2010) and Liu et al. (2010), who found that government communicators, compared to their counterparts in the corporate sector, require more resources to fulfill their roles. The participants in this study believe that budget revisions are necessary to effectively communicate programs such as counterinsurgency activities. While a significant portion of the budget is allocated to specific counterinsurgency programs, it is crucial to recognize that building trust and fostering genuine relationships are essential for the success of government programs and policies. Neglecting these preliminary steps can lead to increased costs for the government, as the target audience may fail to understand and feel disconnected from the overall government process. Thus, sufficient budget allocation remains vital in the government sector.

Furthermore, the study uncovers the intersection of legal frameworks with other environmental constraints, such as politics and professional development among information officers, as identified by Liu and Horsley (2007). The current legal framework empowers local government units in the Philippines to appoint government communicators, but it also poses challenges. The appointment process, often influenced by local chief executives, may result in government communicators being perceived as propaganda mouthpieces for these executives. Gelders and Ihlen (2010) argue that public servants working in government public relations face the dilemma of being associated with partisan political propaganda. The dual influences of political pressure and the desire to facilitate public access requires an examination of the nexus between communication, politics, and the outcomes of policy-making (Glenny 2020). Moreover, the current framework, established in 1991, hires government communicators on a co-terminus basis, hindering their opportunities for leadership positions and professional development in communication functions and roles. This underscores the need to address these constraints and provide avenues for professional growth and development for government communicators.

While this study offers important insights and timely contributions, it also has some limitations. Firstly, the sample only includes local government communicators involved in a counterinsurgency program, which limits the generalizability of the findings to other levels of government, such as national, regional, and provincial. Secondly, due to challenges such as the sensitive nature of the government program and internet connectivity issues in rural areas, the length of the interviews could have been improved. Additionally, it is essential to replicate, test, or extend Western theories in non-Western countries to enhance our understanding of government public relations. This study provides an opportunity to reflect on the significance of communication in the public sector.

Future research should expand upon the findings of this study by examining differences between communicators working at various levels of the Philippine government. Such research would enrich the scholarship on public sector communication by studying government communication in non-Western countries. Furthermore, there is a need to expand the body of literature on government communication models beyond Western borders, particularly in the Asia–Pacific region and in other non-Western contexts.