UNIT I
Overview of Communication Policy and Planning 
INTRODUCTION
Any discussion of communication policy and planning necessarily has to first
tackle its historical background, as an entry point to better appreciate the importance of
the subject. Hopefully, you will realize that communication policy and planning came
about as an enabling mechanism to concretize the universally cherished goal of all
nations, i.e. development.
Next, we will move on to learning some concepts and communication media
policies
specifically
telecommunications
and
information
and
communication
technologies (ICTs).
We encourage you to complement the list of reference materials listed at the end
of this Unit with additional readings of your own.
OBJECTIVES
After studying this Unit, you should be able to:
1. Briefly discuss the historical background of communication policy and planning;
2. Define policy, communication policy and communication planning;
3. Describe the importance of communication policy and planning; and
4. Identify and describe some communication policies in the Philippines.
I.0 COMMUNICATION POLICY AND PLANNING: A BIT OF HISTORY
Although the historical development of communication policy and planning could
be traced back to the academic evolution, our discussion will concentrate on the applied
side, that of the United Nations Educational, Scientific and Cultural Organization’s
Unit I – Overview of Communication Policy & Planning 1
(UNESCO) experience. The following discussions were culled from different articles on
communication and development:

Concern for the role of communication in development began with the UNESCO
since its inception in 1946. This is reflected in Article 1.2 of its Constitution (Mc
Anany in Nair and White, 1993; Servaes, 2003).

The UNESCO got an initial thrust from a 1958 declaration of the UN General
Assembly calling ‘for a program of concrete action’ to build up press, radio
broadcasting, film and television facilities in countries in the process of economic
and social development (Hancock, in Servaes, 2003). It became the lead agency in
building and strengthening communication infrastructures.

In 1962, UNESCO authorized the publication of a study on Mass Media and
National Development conducted by Wilbur Schramm of Stanford University
where he built the rationale for using mass media in nation-building. The
publication was designed to help give ‘practical effect’ to the mass media
development program that had been urged on all governments. Schramm included
a section in his publication on the necessity of communication research in
developing nations (Schramm et al. as cited by Colle, 2007).

In 1969, a meeting of experts on mass communication and society spark a
comprehensive, system-oriented research on the process of mass communication
in the context of developing countries. Research includes the analysis of media
organization, ownership and financial support, decision-making processes in
media production ethics, value systems of communicators and their role in
society, the goals of mass communication systems and their possible future goals
(UNESCO, 1969 as cited by Hancock, 1981).

In 1971, UNESCO’s preoccupation with communication and development led its
researches to focus on who governs and controls the media, whose interests do
they serve, what resources do they use, what is the nature of their products, what
needs are being met and what are not met, before developing adequate
communication policies. In other words, they wanted to come up with policies
that should be based on ‘total’ knowledge (i.e. on the operation of the media in
the wider social-economic-political setting), rather on ‘partial’ knowledge and on
Unit I – Overview of Communication Policy & Planning 2
public rather than private needs (UNESCO 1971 as cited by Hancock, 1981).
Such researches resulted into two concepts: ‘policies’- statements of
communication behavior at the societal level, which assume a direction and
impetus for communication systems; and the concept of ‘planning for
communications’ at a level which was more complete and holistic than ad hoc or
institutional planning.

In 1972, the first ‘official’ definition of communication policies was described by
UNESCO:
Communication policies are sets of principles and norms established to
guide the behavior of communication systems. Their orientation is fundamental
and long-range, although they may have operational implications of short-range
significance. They are shaped in the context of society’s general approach to
communication.
Emanating from political ideologies, the social and economic conditions
of the country and the values on which they are based, they strive to relate these
to the real needs and prospective opportunities of ‘communication’.
Communication policies exist in every society, though they may frequently
be latent and disjointed, rather than clearly articulated and harmonized. What is
proposed, therefore, is not something radically new, but rather an explicit
statement and deliberately prospective formulation of practices already
established in society.
Since then, the discussion of policies has been heard at the national and
international levels. It relates to such issues as the balance of information flow, the
transfer of technologies, and the activities of transnational enterprises. It is more
concerned with the construction of frameworks and methodologies which assist the
rational interpretation of policy.
Unit I – Overview of Communication Policy & Planning 3
2.0 DEFINITIONS
Now, having gained knowledge about the beginnings of communication policy
and planning, we will define some concepts again:
2.1 Policy

It refers to a high level overall plan embracing the general goals and acceptable
procedures especially of a government body (Webster online dictionary).

It can refer to a law, a binding government decision, set of goal, an organizational
commitment, or general strategy. It implies an authoritative statement or set of
guidelines involving government or legal bodies and subject to enforcement
(ADB, 2002).
2.2 Communication Policies

They refer to the guidelines on ownership, distribution and utilization of
communication resources; define the role of communication in society; define the
relationship between media, government and business; provide the framework by
which the present structures may be transformed so that they can support the
goals of building a just and humane society (Braid et al., 1990).
2.3 Communication Planning

This refers to the preparation of both short-range and long-term plans for the
efficient and equitable use of communication resources, in the context of a
particular society’s goals, means and priorities, and subject to its prevailing forms
of social and political organization (Hancock, 1981).
3.0 COMMUNICATION POLICY AND PLANNING: A DYNAMIC DUO
Communication is pervasive in the process of development. Communication
includes mass media, telecommunications, information and communication technologies
(ICTs), organized interpersonal communication, and all resources used by a society to
enable information to flow within it. It has for its aims to inform, educate, persuade,
entertain, motivate people and induce behavior change that contributes toward national
development.
Unit I – Overview of Communication Policy & Planning 4
In this module, you will learn that communication policy and communication
planning are two inseparable concepts. They are directly linked because systems planning
is dependent upon the clear formulation of objectives and objectives cannot be articulated
without understanding the overall goals and policies.
Moreover, policies are formulated in accordance with the development priorities
of each nation and they provide a framework for action. While broad policy guidelines
will generally be established by the government, more detailed communication policies
will be determined by agencies or institutions working at provincial and community
levels (Sommerlad, 1978).
The importance of integrating communication policies into national development
can be gleaned from the MacBride Report in 1980:
Development strategies should incorporate communication policies as an
integral part in the diagnosis of needs and in the design and implementation of selected
priorities. In this respect, communication should be considered a major development
resource, a vehicle to ensure real political participation in decision-making, a central
information base for defining policy options, and an instrument for creating awareness of
national priorities.
Moreover, the national communication policies should be linked to overall social,
cultural, and economic development objectives. Such policies should evolve from broad
consultations with all sectors concerned and adequate mechanism for wide participation
of organized social groups in their definition and implementation.
Earlier, a group of experts advising UNESCO on its communication policies
Conferences cited the following reasons on the need for communication policy and
planning (Sommerlad, 1978). A national communication policy and plan will help
accomplish the following:
o Create in a country the climate and the spirit of common endeavor;
o Ensure the optimum and systematic use of the communication resources aimed at
social, cultural and economic development;
o Ensure that the people are not only kept informed of developments relevant to
their daily life, but also motivated in a sustained way to contribute to and
participate in their country’s development programs;
Unit I – Overview of Communication Policy & Planning 5
o Help bring about the much needed cooperation and coordination between and
among the various agencies and organizations in the public and private sectors
engaged in the collection, processing and dissemination of information;
o With the involvement of all interested sectors and institutions in a society,
communication policy and planning will promote the development of a rational
structure for communication activities and help reduce unnecessary duplication of
work, redundancy, and waste of limited resources.
o Provide for the allocation and utilization of communication resources, in
conformity with national objectives and policies, taking account the existing
infrastructures and constraints.
4.0 COMMUNICATION MEDIA POLICIES
The Philippine Constitution recognizes the vital role of communication and
information in nation-building (Article II, Section 24). It also calls for the adoption of a
policy environment for the full development of Filipino capability and the emergence of
communication structures suitable to the needs and aspirations of the nation and the
balanced flow of information into, out of, and across the country, in accordance with the
policy that respects the freedom of speech and of the press (Article XVI, Section 10).
Here, we will discuss two specific communication media policies:

Public Telecommunications Policy Act of the Philippines (R.A. 7925) signed
into law on March 1, 1995 is a policy to promote and govern the development of
Philippine telecommunications and the delivery of public telecommunication services.
The more salient provisions of the law include the responsibilities of the
Department of Transportation and Communication (DOTC) as policy maker and the
National Telecommunications Commission (NTC) as the regulating authority; categories
of telecommunication entities; management and allocation of radio frequency spectrum;
legislative franchise; interconnection rules; the mandate of NTC to establish rates and
tariffs; access charges and revenue sharing; rights of telecommunication users; public
ownership, privatization of existing facilities and equality of treatment in the
telecommunications industry.
Unit I – Overview of Communication Policy & Planning 6
Furthermore, NTC is mandated to be the principal administrator of the
Telecommunication Policy Act of 1995. It takes the necessary measures to implement the
policy and fundamental objective to develop and maintain a viable, efficient, reliable and
universal telecommunication infrastructure using the best available and affordable
technologies, as a vital tool to nation-building and development.

Electronic Commerce Act of the Philippines (R.A. 8792) enacted on June 14,
2000 is a policy that gives validity and legal recognition to electronic documents,
electronic signatures and electronic transactions. This applies to any kind of electronic
data message, electronic documents used in commercial and non-commercial activities
and / or transactions, including electronic transactions in government.
The E-Commerce Act of 2000 is a landmark law in the history of the Philippines
as it made the country a legitimate player in the global market place. It mandates the
implementation of RPWeb, a strategy that intends to connect all government offices to
the Internet and provide universal access to the general public. It made cable, broadcast,
and wireless physical infrastructure within the activity of telecommunications.
Moreover, the law penalizes hacking and online piracy. Hacking is defined as:
o Unauthorized access into a computer system;
o
Interference in a computer system/server or information and
communication system;
o Authorized access in order to corrupt, alter, steal, or destroy without the
knowledge and consent of the owner or information and communications
system; and
o Introduction of computer viruses and the like, resulting in the corruption,
destruction, alteration, theft or loss of electronic data messages or
electronic document.
On the other hand, online piracy is the unauthorized copying, reproduction,
dissemination,
distribution,
importation,
use,
removal,
alteration,
substitution,
modification, storage, uploading, downloading, communication, making available to the
public, or broadcasting of protected material, electronic signature or copyrighted works,
Unit I – Overview of Communication Policy & Planning 7
through the use of telecommunication networks, such as but not limited to the Internet, in
a manner that infringes intellectual property rights.
ACTIVITY 1
1.0 Give a brief description of the roles/ responsibilities of the following agencies and
advisory bodies that govern communication media policies of the Philippines:
1.1
Department of Transportation and Communications (DOTC) and National
Telecommunications Commission (NTC) of DOTC;
2.0
1.2
National Computer Center (NCC);
1.3
National Information Technology Council (1994);
1.4
Electronic Communications Promotion Council (ECPC);
1.5
Information Technology and Electronic Commerce Council (ITECC); and
1.6
Commission on Information and Communications Technology (CICT).
Identify and briefly describe three (3) ICT plans and programs implemented in
the Philippines.
Unit I – Overview of Communication Policy & Planning 8
SUMMARY
The lesson in this Unit provided you with an overview of
communication policy and planning. These two concepts are directly linked
because planning for instance is dependent upon the clear formulation of
objectives and objectives cannot be articulated without understanding the
overall goals and policies. Communication planning translates policies into
programs or projects consistent with the national development goals.
Communication policy and plan helps bring about cooperation and
coordination engaged in the collection, processing and dissemination of
information; provides for the allocation and utilization of resources in
conformity with the national objectives and policies, taking into account the
existing infrastructure and constraints.
Policies are needed to rationalize and prioritize the use of
communication resources. Two communication media policies were
discussed.
The Public Telecommunications Policy Act of the Philippines (R.A.
7925) was made to promote and govern the development and delivery of
public telecommunications services in the country. It outlines government
policies regarding telecommunication, defines the roles of NTC and DOTC,
and defines the various telecommunications carriers.
On the other hand, the Electronic Commerce Act of the Philippines
(R.A. 8792) or E-Commerce Act aims to facilitate the use of electronic
transactions by the government and the general public, as well as the
recognition of the authenticity of electronic data and documents.
Unit I – Overview of Communication Policy & Planning 9
REFERENCES
Asian Development Bank. 2002.The Changing Pattern of Policy and Planning.
http://www.adb.org/Documents/Books/Education_NatDev_Asia/Priorities_
Planning.
Braid, Florangel R., Ramon R.Tuazon and Nora O. Gamolo. 2007. A Reader on
Information and Communication Technology. Manila: Asian Institute of
Journalism and Communication (AIJC) and United Nations Educational,
Scientific and Cultural Organization (UNESCO) National Commission of the
Philippines.
_______________, R.R. Tuazon, C. Bejosano, V.S. Labrador, I. E. Samson, E.K.
Dimasuay. 1990. Communication for the Common Good: Towards a Framework
for a National Communication Policy. Manila: Asian Institute of Journalism.
66pp.
Colle, Royal D. 2007. Advocacy and Interventions: Readings in Communication and
Development. Ithaca, New York: The Internet-First University Press.
Hancock, Alan. 1981. Communication Planning for Development. France: UNESCO.
MacBride, Sean. 1980. Many Voices, One World (The MacBride Report 1980). Paris:
UNESCO.
Nair, K. Sadanandan and Shirley A. White. 1993. Perspectives on Development
Communication. New Delhi: SAGE Publications.
R.A. 7925 in http://www.ntc.gov.ph/laws/ra7925p2.html.
R.A. 8792 in http://www.lawphil.nte/statutes/repacts/ra2000/ra8792_2000.html.
Servaes, Jan.2003. Approaches to Development: Studies on Communication for
Development. Paris: UNESCO.
Sommerlad, E. Lloyd. 1978. Why a Communication Policy and Plan? Paper prepared for
a Communication Policy Seminar. Papua New Guinea.
Unit I – Overview of Communication Policy & Planning 10