An applied organizational communication approach in using organization-public dialogic communication theory via a website and communication manual for youth advocates for climate action Philippines

• Main Authors: Garcia, Cassandra Faye Lampa, San Diego, Nicholson Banaag, Valencia, Diego Miguel Las
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Communication in organizations—Philippines; Mutualism; Web sites—Design; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/72; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1113/viewcontent/2024_Garcia_An_Applied_Organizational_Communication_Approach_Full_text_Redacted.pdf
• Institution: De La Salle University

The purpose of this study was to review and analyze the dialogic capabilities of the Youth Advocates for Climate Action Philippines’ (YACAP) online tools for communication, and how these are able to promote effective relationship-building with the organization’s group of target publics. Anchored to the organizational communication theory Organization-Public Dialogic Communication (OPDC), YACAP’s website and social media channels Facebook, Instagram, and X were studied to measure how effective they were at engaging with their intended audiences. For the data collection, we sent out fifty-seven surveys to various YACAP followers and conducted ten interviews with some of the organization’s social media team members. We identified key salient issues that have made it difficult for the audience to remain interested in keeping constant communication with YACAP and vice versa. Our recommendations focused on two projects: (a) a website revamp that added dialogic features to afford the organization more ways to connect with its publics, and (b) a Communication Manual whose purpose is to aid YACAP on how to create more engaging and consistent content throughout its channels that would provide more opportunities for dialogic communication. YACAP’s adoption of these outputs appears to have created a positive impact within the organization in terms of how best to utilize its communication tools, as well as an increase in user engagement due to the integration of well-established dialogic communication affordances and features in these said tools. Researchers should consider conducting further studies focusing on non-profit environmental organizations and their usage of dialogic communication.