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Itchon, M.B. (2014). “The Presidential Communications Development and Strategic Planning Office and the perceptions and portrayals of select Filipino stakeholders and media during the Aquino administration” Unpublished Bachelor of Arts Thesis, University of the Philippines, College of Mass Communication.

The Presidential Communication Development and Strategic Planning Office (PCDSPO) has played and continues to play an essential role in forming and maintaining the image and message crafting of the President of the Philippines. Created in 2010, President Benigno Aquino assigned the organization to handle all his communication needs.

This study explored their specified role in creating what the the president’s image. It delved in to the message crafting processes, the public relations aspect, and handling disconnections.

The study also explored perceptions and portrayals of the media and public and how this was interrelated with the job description of the PCDSPO. It discusses in detail the role of presidential communications, the role of the media, and the public, in shaping how the president is perceived. The implications of this study showed that creating a presidential image isn’t as easy as it seems.

Presidential Communications has yet to become a popular area of study in the Philippines, which makes it a great canvas for more research and exploration. It included two theories, the Agenda Setting theory by Maxwell and Combs as well as the Muzafer Sherif’s Social Judgement theory. These two theories worked together to help explain the relationship between three different entities in our society: the Media entity, the Public entity, and the Policy entity. These three facets of society affect one another in many ways and it was in this research endeavor that the researcher aimed to explore and delve into those relationships.

The Agenda Setting theory stipulated exactly what the study wanted to explore, which is the relationships of these three entities: the media, the public, and the policy. But this study expounded a little further and used this theory on two different levels. The first being the pro-active level of response and secondly, the reactive level of response of the organization to the two other entities involved, which are the media and the public.

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