As President Ferdinand "Bongbong" Marcos Jr. (PBBM) approaches his fourth year in office, questions arise regarding the effectiveness of his administration's public relations and communications strategy. A bold declaration against corruption in flood control projects during his State of the Nation Address (SONA) marked 2025, yet public perception suggests a struggle to control the narrative.

Veteran PR strategist Alan German, speaking on Christian Esguerra's "Facts First," noted a persistent communication gap. While data shows no clear dominance for either the Marcos or Duterte camps in public sentiment, the Duterte camp consistently maintains a more dominant narrative due to a singular, unwavering message. This stands in stark contrast to the Marcos administration's seemingly less cohesive approach.

The public's demand for justice and accountability continues to escalate, fueled by a desire to see significant figures arrested and prosecuted. This unmet expectation significantly impacts public trust and perception, adding pressure on the administration's communication efforts to address these deep-seated concerns.

The Marcos administration’s communication strategy is fundamentally "digital-first," cleverly integrating modern influencer-style vlogging with a centralized government messaging system. This innovative approach aims to rebrand the Marcos name and present the Philippines as a "future-ready" nation, largely through the ambitious Bagong Pilipinas (New Philippines) campaign. The campaign utilizes various digital platforms to disseminate its message, targeting a younger, more digitally-native demographic.

However, recent public sentiment indicators reveal significant challenges. The latest Pulse Asia survey paints a concerning picture for the administration: PBBM's approval rating stands at 32%, while his disapproval rating has climbed to 48%. This represents a 4% increase in disapproval compared to the previous survey in September, signaling a growing disconnect between the administration's messaging and public perception.

The rising disapproval suggests that despite the sophisticated digital-first approach, the administration is struggling to resonate with a broader audience or effectively counter criticisms. This dip in approval ratings raises critical questions about the efficacy of their current strategy and whether it adequately addresses the pressing concerns of Filipino voters.

With the 2028 elections on the horizon, the administration faces a pivotal decision: will they recalibrate their communication strategy to address these challenges, or will we see yet another change in leadership at the Presidential Communications Office?