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BCDA Boosts Public Communication Through Strategic Media Training With BrownBag Communications

In today’s fast-moving digital media landscape, the Bases Conversion and Development Authority (BCDA) is stepping up its game to ensure effective public engagement and narrative control. On April 29, 2025, BCDA partnered with BrownBag Communications to conduct a focused media training program for nine of its top officials. The session aimed to strengthen their communication skills, ensuring that the agency’s development agenda is delivered with clarity, confidence, and credibility.

The training was led by a powerhouse team: BrownBag Communications Managing Director Ma. Luisa Sebastian, veteran broadcast journalist Pia Hontiveros, and Campaigns Director Toteng Tanglao. Together, they addressed the challenges and opportunities in the Philippine media ecosystem, particularly in an era where over 90% of Filipinos are online, and platforms like Facebook dominate news consumption.

Sebastian emphasized the need for message discipline, especially as AI-generated content and disinformation continue to erode public trust. She stressed the importance of aligning with credible media outlets to highlight BCDA’s initiatives in economic growth, infrastructure development, and transparency.

Drawing from her decades-long experience in journalism, Hontiveros encouraged the officials to engage the media proactively. She used real-world case studies to demonstrate how failing to communicate early leaves room for misinformation and emotion-driven narratives to take over. Her key message: brief the media thoroughly, even on difficult topics, and treat press engagements as opportunities for public education.

A highlight of the training was the live simulation of media interviews involving BCDA Chairperson Hilario B. Paredes, President Joshua M. Bingcang, and other key officials. Hontiveros coached them through realistic scenarios, while Tanglao offered constructive feedback, stressing the use of values-based messaging, relatable language, and confident body language.

The session also opened the floor to personal reflections. Officials shared their past experiences in managing ambush interviews, correcting misinformation, and navigating hostile media coverage. The consensus: clearer internal communication protocols and designated spokespersons are essential to maintain consistency and build trust.

In her welcome remarks, BCDA Vice President Lani Barlongay-Macasaet underscored the goal of the training: to protect and elevate the agency’s public image across all scenarios, whether in celebration or crisis.

By blending expert insights with hands-on practice, BrownBag Communications has equipped BCDA’s leaders with the tools to become effective storytellers in today’s digital-first world. As BCDA continues to shape national progress, its leaders are now better prepared to own the narrative—with poise, precision, and purpose.

BBCOMM is a member of PAGEONE Group, the most awarded PR agency in the Philippines.

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