Fearing a deluge of criticism, the President has already explained that the publicity aims "not to polish my image (but) to work on the image of the country." She also said that she has been using the services of a communications firm since she became the Chief Executive of the land.

Then Spokesperson Rigoberto Tiglao backed her by saying that businessmen who wanted to help the country recover from the current economic slump paid the deal for Arroyo. The unnamed negotiators reportedly sealed a U.S.$800,000 one-year contract "to restore investor confidence in the country that has been knocked due to its own war on terror."

True, promoting one's country through ads and commercials on trips abroad is not new. Former President Fidel V. Ramos also hired Burson-Marstelles when he went to France in the '90s. Yet Arroyo's latest exploits - jetting all over the country and abroad, bringing press junkets with her everywhere, posing with babies and eating with bare hands in slum areas - reduces her act of goodwill to plain and simple politicking.

One would think that the successor of ousted leader Joseph Estrada would be more cautious. Unfortunately, Arroyo's actions are strongly reminiscent of Estrada's campaign style. She could not have chosen a worse time to project herself for 2004, however. Does she sincerely believe that singing at a gathering of the Armed Forces of the Philippines (AFP) would solve the country's problems of political instability? Does she think that giving help to only three families would fulfill the promises she made in her State of the Nation Address (SONA)?

If Arroyo wants a better reputation for the Philippines (and not for herself, as she insists), she must first take on the issues of the Abu Sayyaf, U.S. war games and increasing poverty. And solving these can be done in her office, away from the media glare, to end critics' speculations that she is already focusing on the 2004 Presidential seat.

Lest she forget, there is always her predecessor's experience to remind her what she must or must not do.