Date of Publication
12-8-2023
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
Cheryll Ruth R. Soriano
Defense Panel Chair
Maria Angeli R. Diaz
Defense Panel Member
Oliver Oliveros
Joaquin Miguel G. Ruiz
Chana Marie A. Garcia
Abstract/Summary
This production thesis study applied Dhanesh's (2017) engagement model in investigating how engagement is facilitated in the Philippine Alliance of Human Rights Advocates (PAHRA), a non-profit organization based in Manila, Philippines, that advocates for championing human rights. This study explored PAHRA’s notions of engagement, particularly in its women’s rights advocacy context, from its communicative practices, efforts, and processes. The researchers conducted a semi-structured interview to gather data and thematic analysis to find common themes among PAHRA’s National Executive Congress (n=6) and one focus group discussion with PAHRA’s public with experience with the organization (n=4). This study extended literature on the engagement model as a framework and practice of organizational communication. Furthermore, this study argued that organizations must have further knowledge in improving their strategic communication in pursuit of practicing and communicating with the public, particularly with the help of the engagement model, to facilitate effective engagement. Given the results of the study, a social media playbook grounded on Dhanesh's (2017) states and model of engagement was produced and consisted of (a) content strategy, (b) content checklist and guidelines, (c) copywriting guide, (d) and social media templates (e.g., stories, postings, hashtags, and a templated content calendar plan).
Keywords: Engagement Model, Public Relations, Philippine Organizations, Women’s Rights, Organizational Communication
Abstract Format
html
Language
English
Format
Electronic
Keywords
Public relations; Communication in organizations--Philippines; Women's rights—Philippines; Human rights—Philippines
Recommended Citation
Chen, K. C., & Santos, B. C. (2023). Beneath the surface: Navigating engagement model in the women’s rights communication of Philippine Alliances of Human Rights Association (PAHRA). Retrieved from https://animorepository.dlsu.edu.ph/etdb_comm/74
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Embargo Period
12-11-2023
