The Department of Agrarian Reform-CAR (DAR-CAR) conducted a four-day media training event at the Center of Excellence Training Building, NTC-CAR, in Pacdal, Baguio City. The training, titled “Engaging Agrarian Communities and the Public: Purpose Driven Media Training for Information Officers (IOs),” aimed to boost the communication skills of the agency’s designated IOs in the provinces of Abra, Apayao, Benguet, Ifugao, Kalinga, and Mountain Province.
On the first day, the training began with a session on developing effective communication strategies to bridge the gap between agrarian reform initiatives and the communities they serve.
DAR-CAR Assistant Regional Director (ARD) for Administration Virginia D. Aycud, emphasized the importance of precise journalism in her opening remarks. “You are here today to enhance your knowledge of communication. Communications as a whole encompass all aspects that are vital in promoting our agency’s initiatives,” she stated.
Manila Bulletin Photojournalist and Correspondent Eladio “JJ” Landingin provided insights into content generation for social media, highlighting the significance of understanding social media algorithms to maximize engagement. Landingin also emphasized the importance of tailoring content to the target audience, which includes Agrarian Reform Beneficiaries (ARBs) and the public.
On the second day, the focus shifted to photojournalism and mobile photography, led by Philippine Daily Inquirer correspondent Karlston Lapniten. Participants learned to capture compelling images that effectively convey the agency’s messages. Lapniten emphasized that as DAR photojournalists, the IOs are expected to capture the essence and impact of the agency’s activities, ensuring that the images effectively communicate the story to the audience. “Before attending an event, clearly define your purpose so you can plan the photos you’ll take to effectively convey the event’s objectives,” he added.
On the third day, the workshop featured a News and Feature Writing session by Dexter A. See from Herald Express and Baguio City Public Information Office. The session aimed to improve the writing skills of information officers, teaching them to write concise news stories and engaging feature articles. See emphasized that in writing news and feature stories, the participants should take into consideration that they are not only confined to the agency’s beneficiaries as their audience. “You need to target the general public to make them fully aware of DAR’s programs. In this way, the public will be informed and educated on the processes to avail such services,” he added.
Participants shared their articles and received feedback, gaining valuable insights and practical tips to improve their writing and storytelling techniques. “I have learned a lot in writing journalism articles through this training, especially since I am used to and was formerly trained in writing technical articles. It was a big step in broadening my writing skills and adapting to a more engaging and accessible style,” shared Claudine Gae Belarde, from DAR-Apayao.
On the fourth day, the IOs underwent training in Broadcast Journalism and Media Relations with Joseph Cabanas of DZEQ Radyo Pilipinas Baguio. Activities covered in the session included lectures on broadcast journalism, scriptwriting, interviewing, and actual presentation for on-camera broadcast. Cabanas underscored the importance of knowing the limitations of IOs under government agencies and provided tips for preparing appearances for radio stations. An onsite visitation to the DZEQ office was conducted to showcase the broadcasting equipment and provide insights into the operational processes as well as highlight the station’s role in delivering timely and relevant information to the public.
DZEQ Radyo Pilipinas Baguio Station Manager Alejandrino Amadeo also gave encouragement to the IOs by saying that broadcasting takes time to learn and continuous practice. Amadeo emphasized that broadcasting and radio remain essential mediums for disseminating information. They provide quick delivery and are accessible almost everywhere, making them excellent channels for reaching our target audience with public information.
Moreover, the four-day training concluded with a brief graduation program attended by DAR-CAR ARD for Operations, Atty. Nelson Palaris. In his message, he lauded the dedication and efforts of the IOs in finishing the training and complying with the requirements of each session.
This comprehensive training program is part of DAR-CAR’s efforts to strengthen its social media engagements and promote its initiatives more effectively to both agrarian reform beneficiaries and the general public.