Digital communication strategy plan for Redeemed in Christ School

• Main Authors: Casipit, Mark Jay G., Reyes, Albert Geo Dominic C., Villanueva, Julia Visha M.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Telematics; Communication in organizations; Digital communications; Redeemed in Christ School (Philippines); Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/64; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1105/viewcontent/2023_Casipit_Reyes_Villanueva_Digital_communication_strategy_plan_for_Redeemed_in_Christ_School_Full_text.pdf
• Institution: De La Salle University

This paper expands the application of Media Synchronicity Theory (MST) to organizational communication, particularly through emerging Computer-Mediated Communication (CMC) platforms that are used to perform communication processes. This examines Redeemed in Christ School's (RICS) communication strategies applied in its media selection and usage of its existing communication platforms and tools. Incorporating MST, the research probes the communicative goal of RICS of generating a clear individual understanding of school-related information among its students via its CMC platforms. This study further elaborates on the communication performance concerning the communication goal while introducing two key factors that must coincide with each other in assessing the employed communication strategies: (1) the materiality of the platform and its degree of synchronicity and (2) the synchronicity needs of the communication processes being performed. The study states that RICS' lack of effective digital communication strategies deviate from the concepts forwarded by the MST scholars regarding the synchronicity required for conveyance processes, impairing the school's communication performance and hindering the attainment of its communicative goal. As a solution, the researchers produced a digital communication strategy plan, which includes a revamp of RICS' website, a digital communication manual, and a set of templated communication materials. Evaluation of the collaterals shows that the outputs, including their visual composition, design choices, and reference on design frameworks and MST suggestions, guide users in their information processing to produce a clear understanding of the transmitted message. This study then recommends exploring the fit between the synchronicity of task and media and suggests crafting strategies that focus on effective facilitation of convergence processes.