One voice for all: Enhancing non-profit engagement for VocAlliance through a multi-dimensional communication strategy

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ID: 285355
2025
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Abstract
This production thesis examined how VocAlliance, a non-profit supporting the welfare of Philippine-based voice actors, can enhance their social media engagement through a more balanced communication approach. Based on the researchers’ communication audit using Dhanesh's (2017) multi-dimensional engagement framework, they determined that VocAlliance primarily engaged with their key public through affective and control-driven messaging, thus limiting their opportunities for cognitive and behavioral engagement and hindering their communicative goals of engaging with their key public via their advocacies. To address this gap, the group designed a social media engagement manual, alongside a series of modular visual templates that would, at minimum, create balanced opportunities for affective, cognitive and behavioral engagement with VocAlliance’s key public. The organization sought to leverage these tools, as they were intended to lead to more intentional, inclusive, and sustained communication practices. A pilot test was conducted to test the effectiveness of the deliverables, with feedback provided by the organization's leadership and some community members, all of which were analyzed. Findings suggested that implementing a balanced multi-dimensional engagement approach could make content more relevant, accessible, and lead to action from the public. The results provided a clearer connection between the organization’s mission and the interests of its public, thus creating a greater likelihood of message salience and engagement. Finally, the research contributed to Dhanesh’s (2017) engagement framework in the context of Filipino non-profit communication while also illuminating the aspects of relevant content, visual coherency, and inclusive content design. Keywords: Engagement Model, Public Relations, Non-Profit Organizations, Voice Actors, Organizational Communication
Reference Key
persistent_1760655364_68f1780449fc8 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Josef, Don Bernard Joseph Porciuncula
Journal Malay Journal
Year 2025
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_comm/143
Keywords Keywords not found

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