Monday, October 13, 2008 Editorial: Slogans and Credibility
AWARD-winning editor Pachico Seares couldn't have put it better when he said that every new organization is put to task whenever it declares itself to be the most trusted news organization.
The claim perhaps is more appreciable in broadcast media, where punchy, carefully-thought taglines are proclaimed by a compelling, immaculate voice-or by "trusted" anchors signing on and off with a constant reminder that the audience are their valued "kapuso" or "kapamilya."
At RMN, listeners can expect anchors and reporters to cap a news report or program with "Ang inyong responsableng mamahayag" spiel.
Bombo Radyo, with its brand of fearless commentaries, has a slew of slogans that include "Walang sine sinu-sino" and "Ang inyong pinag-kakatiwalaan." The station also lays claim to being "Ang Pambansang Radyo ng Pilpinas."
Seares observes that radio stations commonly "trumpet a slogan of journalistic integrity and public trust." These taglines seek to re-affirm bonding with the audience, he says.
These reassuring slogans, however, could backfire, warns Seares, as it places a heavier burden on the news organization that made the claim.
This has been the biggest stumbling block of local radio stations, whose public affairs programs have become prostituted by deep-pocketed politicians who pay just to pollute the airwaves with their garbage.
Radioman Michael Bustamante addressed this matter when he strongly refuted the claim of Cagayan de Oro Vice Mayor Vicente Emano that his weekly program at Bombo Radyo was discontinued because of "politics." It turned out that Emano's "sponsor" is a deadbeat who has not paid the bills due to Bombo Radyo for six months now.
Bustamante, recently appointed station manager, lamented that politicians are hijacking the station's programs. He puts the station on the track of reforms when he admitted that in a larger extent, this has affected the station's credibility. We commend him for this.
The Bombo Radyo brand has been closely associated with responsible, courageous commentaries and bold exposes against prominent and powerful figures in the society.
It is time that Bustamante restores that brand, which in years has greatly been eroded by politicians and some personalities within the station who really have no real advocacies. Apparently, he has a house-cleaning job up his sleeve - a job he can assure will be backed by the discerning public.
As for RMN, the public will not fail to judge whether its "Ang inyong responsableng mamahayag" tagline is for real or just for show.
