It’s unfortunate, though not surprising, that Bunye, a former newsman, considers news coverage and commentary as mere publicity while Malacañang’s press releases as news. Media do not fan present discontents but merely report and comment on them. It’s the government which daily spreads the "good news" about the economy, except that nobody seems to believe them.

Not so long ago, the administration’s corps of drumbeaters met to shape the so-called communications strategy of the administration so that the good news could reach as wide an audience as possible. With the administration’s radio, TV, and friendly newspapers, this has been done. But the problem is not dissemination but credibility.

What makes Bunye believe that public relations expertise can accomplish what "responsible" reporters and commentators cannot achieve with all the advantages of a free and independent media? Media audiences are not so dense as to be unaware of who is prejudiced or objective, friendly and downright hostile, in national media. The sad part is not the so-called negative publicity but that audiences are discerning.

Besides, isn’t there any PR opportunity that the administration has missed? It takes credit for the high remittances of OFWs; it basks in Pacquiao’s glory (though it ignored Jimrex Jaca’s) all expenses paid; it stages spectacular political gatherings at the people’s expense, and heaven knows what else.

Now that George Yang will put up a billion-peso mall in Ortigas, there’s no doubt that Malacañang will crow about heightened confidence in the economy. No question about it, but the question is whether this is due to, not in spite of, confidence in government. Or is saying this a sign of media "negativity’’?

But the sorriest thing is Bunye’s assumption that PR practitioners, whose clients are commercial enterprises, will risk reputation and income by acting as political propagandists.

That will really be a test of patriotism.