Date of Publication

8-18-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Advisor

Joaquin Miguel G. Ruiz

Defense Panel Member

Jocelyn Eleccion Polo

Abstract/Summary

This production thesis examined how VocAlliance, a non-profit supporting the welfare of Philippine-based voice actors, can enhance their social media engagement through a more balanced communication approach. Based on the researchers’ communication audit using Dhanesh's (2017) multi-dimensional engagement framework, they determined that VocAlliance primarily engaged with their key public through affective and control-driven messaging, thus limiting their opportunities for cognitive and behavioral engagement and hindering their communicative goals of engaging with their key public via their advocacies. To address this gap, the group designed a social media engagement manual, alongside a series of modular visual templates that would, at minimum, create balanced opportunities for affective, cognitive and behavioral engagement with VocAlliance’s key public. The organization sought to leverage these tools, as they were intended to lead to more intentional, inclusive, and sustained communication practices. A pilot test was conducted to test the effectiveness of the deliverables, with feedback provided by the organization's leadership and some community members, all of which were analyzed. Findings suggested that implementing a balanced multi-dimensional engagement approach could make content more relevant, accessible, and lead to action from the public. The results provided a clearer connection between the organization’s mission and the interests of its public, thus creating a greater likelihood of message salience and engagement. Finally, the research contributed to Dhanesh’s (2017) engagement framework in the context of Filipino non-profit communication while also illuminating the aspects of relevant content, visual coherency, and inclusive content design.

Keywords: Engagement Model, Public Relations, Non-Profit Organizations, Voice Actors, Organizational Communication

Abstract Format

html

Language

English

Format

Electronic

Keywords

Voice actors and actresses--Philippines; Nonprofit organizations--Philippines; Communication in organizations--Philippines

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Embargo Period

8-18-2025

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