Understanding the role of publics: A DLSU PUSA communication campaign for cat welfare

• Main Authors: Ibay, Iñigo Gabriel P., Villanueva, Joshua D., Garcia, Raphael Antonio A.
• Format: text
• Language: English
• Published: Animo Repository 2024
• Subjects: Nonprofit organizations; Animal welfare > Philippines; Cats > Philippines; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/77; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1170/viewcontent/2024_Ibay_EtAl_Understanding_The_Role_of_Publics__A_DLSU_PUSA_Communication_Camp.pdf
• Institution: De La Salle University

The relationship between De La Salle University and the cats on its campus grounds goes back to 2015 when DLSU Professors for the Upliftment of Society's Animals (DLSU PUSA) was founded. As the ever-growing population of the DLSU community continues, the organization has been facing issues regarding the mishandling of these animals and their communicative efforts in preventing this has proven to be insufficient. Given this, the study utilizes the Situational Theory of Publics (STP) developed by Grunig (1997), who theorized that a large group of people can be categorized into smaller groups according to their communicative behavior in regard to a certain issue, and how they initiate action in addressing it. The researchers gathered and analyzed data of DLSU PUSA’s existing communication strategies using a triangulation method of conducting semi-structured interviews and online surveys with members of the DLSU community, as well as a content analysis on the organization’s social media channels. Results showed that the majority are unaware of these cat issues and, therefore take little to no action. The proponents proposed various onsite and online initiatives in the form of a communication campaign to increase engagement among target audiences. A triangulation method was once again conducted after campaign implementation, which gauged the overall effectiveness of the campaign initiatives. Although results showed an improvement in perceptions and behaviors regarding cat welfare, recommendations showed areas of improvement that should be considered for implementation in the future.