Date of Publication

2023

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

Carlo Magno P. Figueroa
Maria Angeli R. Diaz

Defense Panel Chair

Jan Michael Alexander C. Bernadas

Defense Panel Member

Gamy Domingo
Oliver L. Oliveros
Ryanorlie B. Abeledo

Abstract/Summary

This study examined the communication approach and efforts of the Philippine Rowing Association (PRA) in its indoor rowing seminar. This study applied the two-way symmetrical communication model proposed by Grunig and Hunt (1984) and information design principles by Lipton (2007) to create the necessary interventions for PRA. The researchers utilized both qualitative and quantitative data collection methods by using semi-structured interviews with officers, coaches, and attendees, and field observation to understand PRA's communicative efforts and relationship with its target public, the attendees of the seminars. The findings revealed that while PRA wants to promote indoor rowing as an accessible sport and a recreational activity, they are unaware of its target public’s interests. Two findings from the target public emerged: they are unknowledgeable with indoor rowing but are willing to learn; they want to receive information that is beginner-friendly and free of jargon, spend more time in the demo-teaching, and have a digital material as a guide during the seminar and for later reference. Additionally, the PowerPoint presentation used in the seminar revealed the use of jargon, the wrong sequence of topics, and the inconsistent use of design elements. To promote the use of two-way symmetrical communication and build dialogue between PRA and its target public during its indoor rowing seminar, the researchers created an indoor rowing seminar manual consisting of strategic communication strategies and tactics, a revised PowerPoint, a digital brochure to guide participants during the seminar, and an evaluation form template to collect attendees’ feedback on the seminar. All of these were based on Smith’s (2017) four-phase planning process: formative research, strategy development, tactical implementation, and evaluative research. The study's findings revealed that when an organization, such as the PRA, implements a two-way symmetrical communication approach with its target public throughout the indoor rowing seminar, it creates an interactive environment. It also facilitates a mutually beneficial relationship between considering both parties’ interests were considered. This thesis project contributes to the value of strategic and sports communication, and its relevance to sports public relations—the importance of a sport organization building and maintaining a mutually beneficial relationship with its target public.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Rowing clubs--Philippines; Indoor rowing-- —Handbooks, manuals, etc.; Philippine Rowing Association

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Embargo Period

8-16-2023

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