Photo credit: Zaldy Co

Communication is one of the most critical tools any government possesses.

Clear, consistent, and credible messaging shapes public perception, builds trust, and reinforces the legitimacy of institutions.

Without it, confusion and speculation fill the void, allowing narratives to be controlled by others. In times of crisis, effective communication is not optional; it is essential.

Presidential communication carries particular weight. The public looks to the President not only for policy direction but for assurance that leaders are competent, accountable, and transparent.

When the highest office fails to communicate effectively, it creates an environment where uncertainty, fear, and misinformation thrive.

In the current situation surrounding former Rep. Zaldy Co and the alleged ₱100-billion budget insertions, this failure is evident.

The administration’s messages have been reactive, defensive, and inconsistent. Words have been used, but substance, evidence, accountability, and clarity are lacking.

The result is a growing perception that the government is either unable or unwilling to explain itself.

Presidential spokespersons, whose role should be to generate public confidence and goodwill, have instead become additional lightning rods.

In recent days, the discord has become even more obvious.

One spokesperson dismissed the allegations as “comedy."

Another downplayed the issue as mere “political theatrics.”

Yet another insisted there was “nothing unusual” about the questionable budget insertions.

Statements like these contradict each other and confuse the public.

Instead of offering a unified explanation, the administration’s messengers delivered mismatched talking points that make the government appear disorganized and unsure of its own position.

Rather than calming concerns, these remarks have fueled deeper public skepticism, making it easier for those accused of wrongdoing to advance their own narrative against the administration.

Worse, the communications cracks became fully visible when a senior official engaged in an on-air meltdown during a heated exchange with a political commentator, shouting, interrupting, and losing composure on national livestream.

The outburst, widely perceived as unprofessional, highlighted the disarray within the government’s messaging team and exposed the strain and lack of discipline in its ranks.

If these spokespersons continue to serve as the primary public face of the Marcos Jr. administration, the risk is enormous: instead of guiding the story, they magnify the damage.

Meanwhile, Co, once a principal figure in these budget controversies and previously elected Appropriations Committee chair under former Speaker Martin Romualdez, is now gaining the upper hand in the narrative.

Co’s insider knowledge of the budget process and government operations gives him a storytelling advantage over spokespersons relying primarily on prepared scripts.

He now presents himself as a whistleblower exposing wrongdoing, while the administration appears reactive, disorganized, and defensive.

Those allegedly behind the irregularities seem to be benefiting from the unfolding spectacle, as trillions remain unaccounted for and ordinary Filipinos continue to suffer from floods, substandard infrastructure, and inadequate public services.

The President’s team must prioritize evidence, demonstrate accountability, and communicate coherently and credibly. Every day that passes without decisive communication increases public frustration and the potential for unrest.

If the administration allows Co to control the narrative, it sends the signal that even the highest office can be outmaneuvered, undermining trust in institutions.

The allegations are serious.

Co’s ascent to a key budget position from 2022-2025 could not have occurred without the support of the House leadership and higher authorities.

His understanding of the budget and internal government processes is deep, a sharp contrast with spokespersons whose knowledge is based on scripted briefings and outsider observation.

That is why, in this communication battle, Co is emerging as the more effective storyteller while the government remains hesitant, inconsistent, and reactive.

If the public perceives that those allegedly responsible for corruption are outmaneuvering the administration, frustration and anger will only intensify.

If those tasked with generating confidence for the President become sources of controversy rather than clarity, the administration may have to consider restructuring its communications team for the sixth time.

Allowing any single spokesperson to define the public face of the Marcos government risks amplifying misperceptions and undermining the President’s image and credibility.

The time to act, Mr. President, is now, while there is still time, before public anger reaches a tipping point that can no longer be controlled.

Hindi dapat payagan ng gobyerno na maunahan sila sa kwento ni Co.

Kapag nangyari ito at nagwagi si Co, ito ay malaking insulto sa ating mga Pilipino.

Sa kwentong ito, dapat bayan ang bida. Alam na natin kung sino ang kontrabida.

Ed Javier

Ed Javier is a veteran communicator with over 35 years of experience in corporate, government, and advocacy communications, spanning the terms of seven Philippine presidents. He is also a political analyst, entrepreneur, and media professional. Drawing on this experience, he delivers clear, accessible analysis of political, governance, and business issues.