UNIVERSITY STUDENT COUNCIL 2015-2016

MASS MEDIA COMMITTEE PROPOSAL

PROPONENT: USC COUNCILOR NEMO ASCUE
I.

RATIONALE
Communication is an integral part of any organization. Without the very basic
understanding of the process, the aims and thrusts of the institution would be left as mere
potentials and never as active initiatives. Thoughts are to be translated into ideas and
transformed into action through integral channels and means of transmission to any target
audience.
As a representative government, the University Student Council is tasked to hold in high
regard open, effective, and efficient communication lines embodying transparency and
accountability to and for the public. We have the sole mandate of keeping the UP
community informed: from the very affairs of the council down to the very last operational
detail affecting each and every Iskolar ng Bayan. But more than being informed, our bigger
role is to involve the UP community in shaping the nation through awareness.
Effective management and planning of communication, from information dissemination to
active participation, is essential in building an environment conducive for responsiveness
and proactivity. In order to serve the best interests of our constituency, it is imperative that
we dissect communication as an ongoing and cyclical process: a constant exchange of
feedback and sentiments, qualified by various communicative contexts. This aspect of
operations is essential in maintaining existing productive relationships and in building new
connections with the various sectors of the University.
Communication is a multi-faceted discipline involving various aspects of interaction. From
traditional means to technological developments, any organization has the capacity to
utilize this nature of transmission into creating stories of involvement within and beyond the
student body. But the key to an active end goal is an efficient first step and this is where
the Mass Media Committee comes in. The Mass Media Committee is tasked of getting all of
the initiatives of the University Student Council known to the public not as mere activities
but of utmost and direct importance to each and every Iskolar ng Bayan.
The Mass Media Committees main thrust of transparency and accountability is anchored to
this very concept of communication for us to properly and adequately inform the
students, to bridge the gap within and beyond various sectors of the University, to welcome
constructive feedback, and to encourage student involvement.
As a standing committee of the USC, the Mass Media Committee at all times should serve as
a liaison between the Council and the University. The Mass Media Committee shall ensure
that it is always at the service of the students and the different sectors in UP Diliman. The

significance of MMC shall not be limited to the confines of the university but rather shall
explore and tap into the limitless potentials of communication as a process. It shall
endeavor to reinforce the importance of the University Student Council and its involvement
on the various issues faced by our society, together with the UP community.
II.

VISION/MISSION

VISION
The Mass Media Committee envisions itself as a primary arm of the University Student Council in
promoting transparency and accountability to which in the process of, acts as the initial force in
encouraging active participation from the public. This being said, the MMC would veer away from
merely referencing to the Aristotelian Model of Communication. It puts a premium in factors that
presents the communication process in any undertaking as non-linear.

It seeks to follow the Shannon-Weaver model of communication in recognition of the nature of

communication as an ongoing process of evaluation and feedback a premium facet of true
accountable and transparent representation. It also acknowledges the diversity of the UP
community that has to be taken into consideration in crafting communication plans to best serve
the interests of the audience: all geared towards proper information dissemination and proactive
responsiveness.

Through these models, the Mass Media Committee envisions itself as something more than just a
publicity arm of the University Student Council. It seeks to be at the forefront of actively inviting
students to take part and be part of the University Student Councils thrusts in serving not just the UP
community but also the Nation as a whole.
The committee envisions itself at the forefront of upholding freedom of expression. It will serve as a
champion of press freedom, and it shall continuously fight for journalists rights.

Image Sources: http://communicationtheory.org/shannon-and-weaver-model-of-communication/

http://communicationtheory.org/aristotle%E2%80%99s-communication-model/

MISSION

To improve on information dissemination mechanisms, making it faster, more efficient, and of

wider reach
To constantly inform and raise the awareness of all UP students in all undertakings of the
University Student Council involving various campaigns of social significance, policies affecting
the students, and other initiatives directly benefiting the UP community
To reinforce the acquired reputation of The Oblation as the premiere tool of the University
Student Council in promoting transparency and accountability
To strengthen good relations with the press, the public, and other important sectors
To uphold transparency and accountability in the USC
To further define the role of the USC to a students everyday life
To establish coordination with various student agencies and organizations in promoting the
endeavors of the USC.
To raise the awareness of the student body on issues of social concern
To provide an avenue for student consultation and feedback
To champion student involvement and participation in the University Student Council.
To be at the forefront of campaigns against journalist-killings, campus journalist harassments,
and publication suppressions.

The Mass Media Committee shall at all times preserve and uphold the USCs integrity. It will never
disseminate false information to the public. The Mass Media Committee shall stay true to responsible
journalism by being impartial, objective, and non-discriminatory: all leading up to becoming an agent of
fairness and justice.

III.

GENERAL AND SPECIFIC PLANS OF ACTION

a. COMMUNICATION PLAN
i. In an attempt to be more collaborative in terms of crafting plans for publicity,
activation, and other similar initiatives, the MMC would want to introduce a
new internal mechanism for the USC the Communication Plan Strategy Form.
ii. This shall seek to make the strategy more qualitative in origin putting into
account the initial perception of the project proponents and tweaking it based
on the standard of the Mass Media Committee. This shall also help the
committee in crafting a more comprehensive and effective strategy in terms of
relaying a message to the student body.
iii. As much as possible, this form will exhaust all possible media in crafting the best
communication plan for the said endeavor.
iv. It shall follow these steps:
1. Clearly lay down the purpose behind the communication plan
2. Characterize your audience
3. Craft your message
4. Evaluate your concrete resources
5. Prepare for challenges
6. Deal with partnerships and other channels of communication
7. Create an action plan
8. Evaluate midway through and adjust accordingly
v.

Document attached, source:

1. http://ctb.ku.edu/en/table-of-contents/participation/promoting-interest/communicationplan/main
2. http://www.mindtools.com/CommSkll/CommunicationsPlanning.htm

b. BRANDING
i. Utilize all mediums in relaying information to the student body (both online and
on ground)
ii. Bridge the USC and the Local College Councils through the League of College
Councils Convener/USC Vice Chairperson regarding the USCs initiatives on
campaigns, activities, and services
iii. Task the College Representatives in maintaining and updating their respective
USC Boards in their colleges which shall contain correspondences, posters,
transcripts, blitz, etc.
iv. Reinforce existing positive reputation of the USC and strengthen this image to
new partners
v. Develop good relationship with the constituents of the USC
vi. Branding of the USC : Engaging and Open
vii. CREATIVES SAMPLES (USC Banner, USC Letter Head, USC ID ,USC Update
Template, USC Blitz, USC Flag, USC DP & Cover Photo)
1. USC Brand Manual for Publicity Materials

a. Following last years initiative, the MMC will formulate a brand

manual on the USCs publicity materials.
b. This will solidify the brand and will create a stronger identity for
the USC
2. USC Charter/Manual
a. This document shall serve as a guide for students to know more
about the USC. It shall contain the USCs constitution, house
rules, and offered services for students.
3. Organizational Manual
a. This is to be done in partnership with the Secretariat
Committee. It shall serve as a guide for organizations in terms of
operations.
b. It shall contain organizational recognition process, venue rates,
organizational tips, and a copy of all important policies
governing their activities.
4. BRANDit: Brand Assistance for Organizations
a. The Mass Media Committee will offer services to organizations
who wish to create, strengthen, or change their brand. Seminars
on communication strategies, public relations, and creatives will
be given to these organizations.
c. SPECIFIC PROJECTS
i. CREPe: College Representative Extreme!
1. Official USC text messages will come from either the Chairperson or the
MMC Head. This will be passed onto the College Reps.
2. All College Reps will be tasked to have a College Student Directory. They
are designated as the official USC briggers for their respective colleges.
3. College representatives will be tasked to have 10 volunteer/participants
ready to attend USC events/mobilizations.
ii. WebJob: USC Website Revamp
1. Apart from containing pertinent information, the USC website will serve
as an online evaluation/grievance desk where students may freely raise
their concerns.
iii. Blitz-Blitz Pow! USC Blitz 2.0
1. This initiative will further strengthen the reach of the existing
mechanism on releasing minutes of the meeting. To make it more
student-friendly, it is to be released in an infographic format.
2. Selected General Assemblies will also be livestreamed online for public
access.
iv. SuppORG: Support Mechanism for Organizations
1. The Mass Media Committee shall offer help in promoting/publicizing
events of organizations in its online mediums: website, facebook page,
twitter, etc.

v. Click pa More!
1. This initiative aims to transform the USCs online platforms as an
interactive medium for students. Tasks would be given online involving
UP trivia, USC events, and social issues in an attempt to engage the
students further.
vi. IskoPA: Isko TV 2.0
1. This will serve as a mid-semester evaluation platform for the students.
The video will feature campaigns, activities, and services of the USC
prior to the videos release.
2. Apart from serving as a progress report, Isko TV will also have a feature
segment: showcasing the students way of life from organizations to
actual courses in UP Diliman.
vii. #KwentongIsko
1. Patterned over Humans of New York, this will showcase people from
various sectors of the University to raise awareness regarding
community issues. It would also serve as a platform for student
achievers to be recognized and for them to inspire fellow students.
viii. Station ID
1. In an attempt to further reach the students, the Mass media Committee
will spearhead the production of a video introducing the members of
the USC. This would also cover the main thrusts and objectives of the
USC as an institution.
ix. UP UP Here we go!
1. In partnership with the League of College Councils, the Mass Media
Committee shall engage in a year round information dissemination on
all the courses of UP. This will feature all courses to give aspiring UP
students a clearer picture of what UP has to offer.
2. Apart from online brochures, this is to be done in partnership with Isko
TV to release info-videos about UP courses.
x. Puno, Bulaklak, at Iba pa: Dormers Publication
1. This will be done in partnership with the Alliance of Concerned
Dormitories and the Basic Student Services Committee. Apart from
giving an avenue for artistic expression, this will also serve as an
opportunity to further mainstream dormers concerns.
xi. Oblation 2.0
1. This shall contain the coverage for all USC campaigns, activities, and
services. Apart from these, it shall also include progress reports from
various committees.
2. The Oblation shall also serve as an avenue for the USC Members and its
volunteers to learn and to practice responsible journalism within the
University.

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3. Oblation 2.0 will serve as the main arm of the USC in promoting ethical
reporting within and beyond the University.
4. This will also feature winning submissions for the feature section and
will jumpstart the creation of a USC Literary Folio in partnership with
the Committee on Culture and the Arts.
DZ iz IT!: DZUP pa More!
1. In an attempt to maximize all means of communication within the
University, the USC shall further strengthen its partnership with DZUP in
publicizing events.
2. Apart from this, the MMC will place radios in strategic locations for
students to directly hear from the Universitys official station.
USC Corner Check Up (suggestions corner/box)
1. The College Representatives will be tasked to regularly update their
respective USC boards.
2. As a check and balance mechanism, the MMC head will also conduct
rounds at least once every two weeks to monitor posting.
3. The USC Corner in all Colleges will also have a suggestion/evaluation
box for students to leave feedback.
HUBBy = USC Media Hub
1. This initiative aims to heighten the visibility of all USC committees.
Interactive booths with activities would be set up for the students to
take part in.
2. HUBby will also serve as a brand activation stage for upcoming USC
initiatives.
3. It shall also serve as an avenue for students to directly relay their
concerns to the USC.
Press Release + Documentation
1. The MMC shall take charge of all live documentation and post event
documentation in all endeavors of the USC.
2. Even before the Oblation is released, the MMC, in partnership with the
Secretariat Committee, shall release a report/evaluation after every
undertaking for the publics reference.
3. It shall be a habit of the USCs MMC to send out Press Releases to
ensure wider coverage of USC campaigns, activities, and services.
UAAP Coverage
1. The USC shall show support to our Varsity teams by partnering with the
CHK Student Council in covering all competitions. The USC channels
shall be used for updates regarding the Universitys standing.
2. This shall also act as an effort to invite more students to actively support
our varsities during their competitions.
U-M-G: USC Meet and Greet

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xxii.

xxiii.

1. The MMC will set appointments with the various

college/department/organizational general assemblies to deliver
progress reports and accept concerns from students.
USC Press Conference
1. Upholding transparency and accountability, the USC will provide
another avenue to deliver their progress report and accept questions
from the public.
2. All student publications and organizations will be pooled together to
constructively evaluate the performance of the USC so far.
Quickie sa Gabi
1. Apart from the Press Conference initiative, the MMC shall organize a
sem-ender event in partnership with the Committee on Culture and the
Arts.
2. This will serve as a less formal avenue for students to ask questions and
raise concerns to the USC while enjoying the company of good music
and short performances from students.
Breakfree: MMC Campaign
1. The MMC shall have campaigns against impunity and shall continuously
fight for journalists rights all year-round.
2. It aims to raise the awareness of UP students in the dire situation of
media men in the country and encourage active participation to call
against these atrocities.
3. Active partnership with the College of Mass Communications Mass
Media Awareness Month will also be intensified.
Youth Media Literacy Forum
1. Realizing our obligation as Iskolars ng Bayan, the MMC would be
spearheading a forum aiming to inform high school students about
media in partnership with University Student Publications.
2. Its focal points for discussion would be the Campus Journalism Act of
1991 to inform high school student journalists of their rights and
impunity cases involving media practitioners.
3. This will also serve as a platform to evaluate whether the laws in the
Philippines are enough to safeguard these young campus journalists
from censorship and abuses.
Titik Ethics: Ethics Awareness Series
1. A series of infographics to be released on ethical reporting across media
(print, online, etc.) targeting UP students and beyond.
2. In partnership with NGOs upholding ethical journalism, the USC would
be recognizing student publications which best upheld honor and
excellence throughout their reporting mechanisms.
Turn the Rights On!

1. This information drive will mainstream the draft of the UP Students

Magna Carta in partnership with STRAW Committee
2. Apart from online means and paper, the Mass Media Committee will
also hold other creative activation strategies for the campaign.
xxiv. E-UP & SAIS Watch
1. The MMC shall strictly monitor the implementation of the said systems.
It shall act as a main desk to coordinate specific concerns which would
be the basis for a comprehensive evaluation and policy paper
concerning the system.
IV.

COMMITTEE STRUCTURE

Mass Media
Committee Head
(Public Relations
Officer)

Publication
Officer

Creatives Officer

Information
Dissemination
Officer

External Media
Liaisons Officer

Mass Media
Campaign Officer

Editorial Staff

Layout and
Graphic Artists

Communications
Team

Communications
Team

Campaign Team

a. Mass Media Head / Public Relations Officer

As lifted from the USC constitution:
i.
ii.
iii.
iv.

Release news items regarding Council ctivities to all media

Promote goof relations with the press and the public
Answer inquiries about the Council
Head the Mass Media Committee

The Mass Media Head / Public Relations Officer shall also:

i. Assume Editor-in-Chief of the Oblation
ii. Strategize for the most efficient manner of distribuing printed materials such as
posters, statements, fliers, and/or newspapers, etc
iii. Act as media point person next to the USC Chairperson should external firms
seek information about the USC
iv. Release advisroies concerning the USC and other student-related directives
v. Be at the forefront of transparency and accountability concerning the USC

b.

c.

d.

e.

f.

vi. Delegate tasks within the Mass Media Committee

vii. Perform other functions that the USC Chairperson may deem fit
Publication Officer
I. Assume Associate Editor of the Oblation
II. In charge of collating all articles from editorial staff, USC members, and
volunteers/guest writers
III. Take charge of initial proofreading before being submitted to the EIC
IV. Perform other functions delegated by the MMC Head
Creatives/Publicity Officer
I. Act as main person for promotions and release of other creative paraphernalia
II. Act as layout editor of all council paraphernalia
III. Perform other functions delegated by the committee head
Information Dissemination Officer
I. Shall ensure swift release of improtant announcements directives through the
respective channels (e.g. suspension of classes, required activities, consultation
dates, etc).
II. Shall assist the MMC Head in overseeing all local college bulletin boards
III. Strategize with the MMC Head for the most efficient approach in spreading
announcements: both online and on ground
IV. Perform other functions delegated by the MMC Head
External Media Liaisons Officer
I.
Serve as a bridge to various student publications and media of the University
II.
Coordinate with various sectors of the University in need of USCs assistance
III.
Shall craft immediate event reports/press releases as cleared by the USC
IV.
Perform other functions delegated by the MMC Head
Mass Media Campaign Officer
I. Act as the main arm in promting awareness regarding impunity and other forms of
violations to free speech within and beyond the University
II. Shall co-head forums concerning journalists rights that have been consistently
maligned
III. Help in strategizing campaign execution of the Mass Media Committee all yearround
IV. Perform other functions delegated by the committee head