Jonathan Frederic De Santos

Presidential Communications Secretary Dave Gomez talks to media after his oath-taking on July 11, 2025. Revoli Cortez, PPA pool

Article (news)

Raine Musñgi

ABS-CBN News

<p>MANILA — With just three years left in his presidency, President Ferdinand Marcos Jr. has named Dave Gomez, a long-time publicist and former tobacco executive, as his new Presidential Communications Office chief — a move political strategist Alan German says could make or break the administration’s legacy.</p><p>In a candid interview on ANC’s &quot;Dateline Philippines&quot;, German called the first half of Marcos&#x27; term a “wasted opportunity” and urged Gomez to “stop the fluff” and “build a legacy now.” </p><p>“Three years later, if we’re only waking up now, what did we do the past three?” German said. </p><p>“It’s time to be the whip, not the cheerleader,” he added, stressing that Gomez must take the lead in uniting government messaging under a coherent strategic framework, something the administration has failed to do so far.</p><div><a href="https://www.abs-cbn.com/news/nation/2025/7/11/new-pco-chief-dave-gomez-on-criticisms-i-am-not-part-of-tobacco-industry-anymore-2015"><strong>New PCO chief Dave Gomez on criticisms: I am not part of tobacco industry anymore<br/></strong></a></div><div><br/></div><div><strong>Ghosts of Jay Ruiz, smoke around Gomez</strong></div><p>The shake-up at the PCO comes after the short-lived term of Jay Ruiz, who faced allegations of conflict of interest over his company Digital Media Aid, which had been awarded government contracts during his time in office. </p><p>Ruiz denied any wrongdoing, but the controversy undermined the Palace’s credibility, just as public trust in Marcos was slipping.</p><p>He has since been transferred to the Manila Economic and Cultural Office, the Philippines&#x27; representative office in Taiwan.</p><p>Now, with Dave Gomez — whose résumé includes years in the tobacco industry, working with tobacco giant PMFTC Inc. — questions are again being raised.</p><p>Health advocates and civil society groups fear his appointment could influence tobacco regulation or public health messaging.</p><p>But German is unconvinced by the pushback: “It would be a stretch to say he’ll reverse tobacco rules. He’s not in a policy role,” he said. </p><p>“What matters is whether he can organize the Palace’s message and move from reactive to proactive communication.”</p><div><a href="https://www.abs-cbn.com/news/health-science/2025/7/11/sen-pia-groups-reject-dave-gomez-as-pco-chief-over-tobacco-industry-ties-1254"><strong>Sen. Pia, groups reject Dave Gomez as PCO chief over tobacco industry ties<br/></strong><em></em></a></div><p>The new PCO chief on Friday vowed to continue promoting “government transparency, safeguard press freedom, and defend every citizen&#x27;s right to free speech”.</p><p>This as he recognized that “a healthy democracy depends on an informed public.” </p><p>“Access to information is not a privilege — it&#x27;s a cornerstone of accountability and public trust,” he noted.</p><p>Gomez also emphasized that he will be focusing on communicating Marcos Jr.’s policies instead of on politics.</p><p>“My role as PCO Secretary will be to communicate and socialize the programs and policies of the President minus the politics. This is what I call my 3Ps Minus One. Programs, Policies minus Politics”, he added.</p><div><br/></div><div><strong>A &#x27;strategy crisis&#x27; in Malacañang</strong></div><p>Approval ratings for Marcos Jr. have dipped steadily since 2023, according to Pulse Asia’s quarterly surveys.</p><p>His June 2025 performance rating stood at 53%, down from 60% in early 2024, amid growing frustration over inflation, online scams, and perceptions of inaction on corruption and crime.</p><p>German pointed out the communications team has focused too much on tactics — photo ops, pressers, and PR spins — without a central strategy. </p><p>“All these MRT rides and outreach events? Without a unifying message, it’s fluff,” he said. </p><p>He said Gomez should immediately implement a Rapid Response Kit to anticipate and manage political attacks, especially as opposition narratives — like the ICC cases and Duterte impeachment trial — dominate headlines.</p><p>German also floated two potential “big wins” Marcos could announce in the upcoming State of the Nation Address (SONA) to regain momentum: A return to the International Criminal Court and a nationwide ban on e-gambling or online gaming — which he said could “capture the imagination” of both Congress and the public.</p><p>Marcos Jr., in his 2024 SONA, announced a nationwide ban on Philippine Offshore Gaming Operators — originally meant to serve gamblers betting remotely from overseas but saddled with reports of scam operations, abuse and human trafficking.</p><div><em>Catch <a href="https://www.youtube.com/watch?v=d3tzbvAUMsg">the full interview with Alan German</a> on &quot;Dateline Philippines&quot;, exclusively on the ABS-CBN News Channel.</em></div>

<p>“Three years later, if we’re only waking up now, what did we do the past three?” political strategist Alan German said. </p>

“Three years later, if we’re only waking up now, what did we do the past three?” political strategist Alan German said.

Marcos Jr. tapped tobacco PR vet in Palace's last shot at a legacy — political strategist

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Marcos Jr. tapped tobacco PR vet in Palace's last shot at a legacy — political strategist

Raine Musñgi,

ABS-CBN News

Published July 13, 2025 12:56 PM PHT

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