An integrated marketing communications campaign for De La Salle University Manila committee on national issues and concerns

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ID: 286763
2023
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Abstract
Founded in 2005 to stand against one of the nation’s biggest controversies, the De La Salle University Manila Committee on National Issues and Concerns (CONIC) has remained true to its commitment to engage the Lasallian community in national issues while adhering to the Lasallian core values of faith, service, and communion. Under the purview of the Office of the President, CONIC is represented by various sectors and units of the university and operates as a non-profit with a niche focus on social formation and mobilization for matters of national interest, including but not limited to human rights injustices, civic education and engagement, and disinformation. In this paper, we examine the nation's state on the proliferation of disinformation and recommend an integrated marketing communication approach for the Lasallian community to be more participative and proactive in the fight against it. Time and time again, disinformation has proven to be a destructive force, causing annual losses of billions globally, waning public trust in media organizations, and shaking the very fabric of the country’s democracy. All these were caused by the rise of social media platforms and the glaring lack of information literacy training in the country’s education system. While entities from the academe, the business sector, and the philanthropic sector employ different strategies in their respective fields to combat disinformation and contribute to societal development, CONIC beams with the potential to lead the charge through a holistic approach inspired by “The 4I Framework for Advancing Communication and Trust (4I FACT)”, a model born from the infodemic on public health. Guided by the facets of 4I FACT, in-depth interviews with key experts, industry stakeholders, alumni, and students of De La Salle University were conducted to understand the prevalence of disinformation in the country, the way community members source information, the levels of information literacy in which these individuals belong, the dynamic of interpersonal relationships when it comes to disinformation, and the role of institutional structures in combating disinformation. Key insights and recurring themes from the interviews then brought forth the need for CONIC to enhance its digital presence on Facebook, democratize access to information, establish trustworthiness among its audience, create relevant and inclusive content, and collaborate with different organizations in its quest to play a bigger role in the fight against disinformation. Thus, an IMC campaign proposal was developed hinged on the goal of boosting CONIC’s authority and recognition by inspiring active engagement
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persistent_1760659588_68f18884dd9ad Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Lleander, Angela Beatrice C
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/101
Keywords Keywords not found

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