Training results in Caraga gov’t communicators’ service excellence
By Jennifer P. Gaitano
BUTUAN CITY (PIA)—More than fifty government communicators participated in the Filipino Brand of Service Excellence (FBSE) Training conducted by the Department of Tourism (DOT) in partnership with the Philippine Information Agency (PIA) Caraga on June 30, at Hotel Oazis, this city.
As the primary communicators of government programs and services, they serve as bridges between the public and the government.
Cherrel B. Tolentino, customer support representative of Pag-IBIG Fund Butuan Branch, expressed her optimism that the training will enhance her skills and better equip her to handle customer service with greater efficiency and empathy.
“We already practice the hand gesture and we say Lingkod Bayan, and through this training, I have learned a lot on how to better address the needs of our clientele. As a customer service representative, being equipped with the Filipino Brand of Service Excellence means going beyond simply addressing concerns; it’s about making every client feel valued, respected, and genuinely cared for. With FBSE, I’m more confident in delivering not just quality service, but service with malasakit, empathy, and professionalism that truly reflects our Filipino values,” Tolentino expressed.
Ebrahim Malazarte, information officer II and Sustainable Livelihood Program (SLP) Caraga regional social marketing officer of the Department of Social Welfare and Development (DSWD) Caraga highlighted how learning the FBSE can help by delivering timely, accurate, and compassionate communication, responding to public concerns with empathy, and treating all stakeholders with respect.
“The information officers reinforce public trust and confidence. Integrating the FBSE principles into our daily tasks help ensure that public service is not only effective, but also truly reflective of Filipino warmth and professionalism,” he said.
“The training covered a lot of relevant topics, which I found particularly valuable as the information officer of the SLP in our agency. Since we have several SLP associations offering tourism services across the region—particularly in Siargao Island, the insights I gained here will truly help us strengthen how we promote and support their operations,” he added.
Regional Director Ivonnie Dumadag of DOT Caraga emphasized the Filipino gesture featured in the FBSE training — a hand placed over the chest paired with a warm smile, which she stressed is more than just a motion.
“It symbolizes sincerity, respect, and heartfelt service. This simple yet powerful gesture reflects the core values of malasakit (compassion), makatao (human-centered service), and hospitality, which are deeply rooted in Filipino culture,” she explained.
For public servants and frontliners, especially information officers, practicing this gesture reinforces a genuine connection with the people they serve.
“It is a visible expression of the Filipino commitment to delivering service not just with competence, but with empathy and integrity,” she added.
PIA Caraga’s Regional Head Venus Garcia of Philippine Information Agency (PIA) Caraga also delivered her message to all participating information officers from the different government agencies in the region.
“We are truly pleased that the Department of Tourism Caraga led by Director Ivonnie Dumadag has collaborated with PIA Caraga to sustain efforts in promoting and raising awareness of the Filipino Brand of Service Excellence,” she said.
“Your role in shaping the public’s trust, transparency, and understanding of government programs is vital. You are not only conveyors of facts and figures — you are also ambassadors of public service, and your words and actions help define the image of our institutions,” added Garcia.
Meanwhile, Assistant Regional Director Tiara Julia M. Santos of DOT Caraga, who served as the resource person of the said training and one of the accredited FBSE trainers in the region, underscored that the FBSE is designed and intended to be the global benchmark for service excellence. (JPG, PIA Caraga)
