Miguel Bitch

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
“Disaster Risk Reduction Kaya Natin Caravan” Program in the City of
Malabon: Basis for Public Relations Improvement
Research Study presented to Prof. Alexander Gonzales
RESEARCH IN PUBLIC ADMINISTRATION 1
Submitted by:
Campos, Miguel Luis C.
Guinto, Josiah Vonn Gabrielle A.
Silvestre, Aira Marie
BPA 4-2
FEBRUARY 2023
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TABLE OF CONTENTS
Page
TITLE PAGE …………………………………………………………………… i
TABLE OF CONTENTS ……………………………………………………… ii
LIST OF TABLES ……………………………………………………………..
LIST OF FIGURES ……………………………………………………………
CHAPTER 1 THE PROBLEM AND ITS BACKGROUND
Introduction
Background of the Study
Theoretical Framework
Conceptual Framework
Statement of the Problem
Hypothesis
Scope and Limitation
Significance of the Study
Definition of Terms
CHAPTER 2 REVIEW OF RELATED LITERATURE
Synthesis of the Review of Related Literature
CHAPTER 3 METHODOLOGY
Research Design
Population, Sample Size, and Sampling Technique
Research Instrument
Data Gathering Procedures
Statistical Treatment of Data
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CHAPTER 4 RESULTS AND DISCUSSION
Quantitative Findings
Qualitative Findings
Integration of Findings
CHAPTER 5 SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Findings
Conclusions
Recommendations
BIBLIOGRAPHY
APPENDICES
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CHAPTER 1
PROBLEM AND ITS BACKGROUND
Introduction
The age of information has brought about an era where nearly all information
can be communicated to a global audience through various platforms such as the
internet, print media, television, and more. These platforms, along with the constant
flow of information, have created an ocean of information that shapes public
perception and opinion. In this context, Public Relations plays a crucial role. It is
defined as a strategic communication process that builds mutually beneficial
relationships between organizations and their publics (PRSA, 2016). Public
Relations is used to shape public awareness and opinion by establishing
relationships and guiding discourse around a particular issue. It is a fundamental
aspect of shaping public perceptions and awareness.
The scope of Public Relations is vast, encompassing various sectors and
transcending traditional communication methods. There are several forms of Public
Relations, including online and social media, traditional media, strategic
communications, community relations, internal communications, and public affairs
(Comit, 2019). As the information age has created an interconnected world,
governments are increasingly relying on Public Relations to communicate important
information to the public. In this regard, Public Relations plays an important role in
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informing the public about government policies, their meaning, and effects.
Additionally, Public Relations is used to educate, warn, and mobilize the public.
The Background of the Study
The Philippines is one of the most disaster-prone regions in the world due to
its proximity to tectonic boundaries, the equator, and its location in the Pacific
typhoon belt. The country ranks in the top three countries with populations exposed
and vulnerable to natural disasters. The Philippines experiences an average of 20
typhoons and 100-150 earthquakes each year, and is also home to 24 active
volcanoes. To mitigate the impact of natural disasters, it is crucial that Filipinos are
educated on disaster risk reduction techniques and first aid training.
Malabon City is a highly urbanized city within the National Capital Region with
a population of 380,522, including 171,052 youth. The city is known for its low-lying
geography, which makes it prone to extreme flooding. All 21 barangays in the city
are susceptible to flooding, particularly during the rainy season and typhoon season.
To address the need for disaster risk reduction education in the city, the
Malabon Disaster Risk Reduction Office (MDRRMO) implements the “Disaster Risk
Reduction Caravan,” an annual program aimed at educating youth, parents, and
teachers on life-saving techniques and proper procedures for staying safe during
natural disasters. The program includes activities such as earthquake and
evacuation drills, first aid training, climate change education, and post-disaster
recovery strategies. The program is planned and carried out by partner
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organizations and managed and coordinated by the MDRRMO. However, the
MDRRMO has limited financial and manpower resources, which has resulted in a
lack of public relations for the program, making it difficult for all target beneficiaries to
be aware of and participate in the program.
To address this issue, the MDRRMO has requested a study on online public
relations as the most viable and least resource-intensive form of public relations.
This paper aims to determine viable strategies for public relations for the Disaster
Risk Reduction Caravan, including different types of public relations, to improve
public awareness of the program and increase the number of Malabonians with
disaster risk reduction knowledge and skills.
Theoretical Framework
The theoretical framework serves as the backbone of a research study,
providing a comprehensive understanding of the underlying theories and models that
support the research problem under investigation. It encompasses all relevant
knowledge components, offering a structured and logical explanation for the
existence of the research problem being studied.
Diffusion of Innovation Theory
The theoretical framework for this research is based on the Diffusion of
Innovation Theory proposed by E.M. Rogers (2010). This theory offers a model for
understanding the communication and adoption of innovations within a social
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system. This study focuses on the five-step process of the Diffusion of Innovation
theory as proposed by Surry (1997). The process of diffusion consists of five stages:
awareness, interest, evaluation, trial, and adoption. Awareness refers to introducing
the innovation to individuals or making them aware of a product or idea. Interest
involves persuading them to evaluate it, evaluation requires examining the
information about the innovation and assessing its worth, trial involves experiencing
it and determining if it meets their needs, and adoption involves incorporating it into
daily life and deciding whether to adopt or reject it based on the trial experience
(Surry, 1997).
Awareness
(Knowledge)
Interest
(Persuasion)
Evaluation
(Decision)
Trial
(Implementation)
Adoption
(Confirmation)
Figure A. The process of Diffusion
The Diffusion of Innovation Theory, as proposed by Rogers (2003), offers
valuable insights for public relations practitioners in terms of understanding audience
segments, developing effective communication strategies, measuring the success of
their efforts, and anticipating challenges. By considering the different stages of the
diffusion process and the different segments of the population, practitioners can
tailor their messages and approaches to effectively promote innovations.
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Understanding audience segments is crucial for public relations practitioners
in developing their strategies. By recognizing the unique characteristics of different
groups, they can focus their efforts on early adopters to build momentum and
generate buzz, or target late adopters who need more convincing before they adopt
the innovation (Rogers, 2003).
Developing effective communication strategies is also important for public
relations practitioners. By considering the stage of the diffusion process their target
audience is in, they can create messages that are most likely to be effective for that
group. For example, persuasive messages can be used to encourage early adopters
to adopt the innovation, while informational messages can be used to educate the
early majority about the benefits of the innovation (Rogers, 2003).
Measuring success is another key aspect of using the Diffusion of Innovation
Theory in public relations. By tracking changes in the number of adopters over time,
practitioners can gauge the effectiveness of their efforts, and make necessary
adjustments to their strategies if needed (Rogers, 2003).
Finally, anticipating challenges is also important for public relations
practitioners. By understanding the challenges that may arise at different stages of
the diffusion process, practitioners can develop strategies to address any resistance
or objections that may arise (Rogers, 2003).
In conclusion, the Diffusion of Innovation Theory provides a valuable
framework for public relations practitioners in understanding and promoting
innovations. By considering the different segments of the population and the
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different stages of the diffusion process, practitioners can develop effective
communication strategies that are more likely to achieve their goals.
Conceptual Framework
The Sequential Explanatory Framework

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explanatory conceptual framework is a sequential approach used when the
researcher is interested in following up the quantitative results with qualitative data.
Thus, the qualitative data is used in the subsequent interpretation and clarification of
the results from the quantitative data analysis (Edmonds & Kennedy, 2017).
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Statement of the Problem
The study aims to improve the public relations strategy of MDRRMO’s DRR
“Kaya Naten” Caravan. Specifically, it seeks to answer the following questions:
1. What is the profile of the respondents in terms of:
● Name
● Age
● Name of School
● Years of Teaching
● Type of School
2. What is the level of awareness of teachers in regards to the DRR “Kaya Naten”
Caravan in terms of the following:
a. Program Accessibility
b. Public Relations
c. Program Components
3. Is there a significant difference between the respondents demographic profile and
the level of awareness of teachers with regards to the DRR “Kaya Naten” Caravan?
4. What are some alternative strategies that the MDRRMO can employ to improve
the public relations of the DRR “Kaya Naten” Caravan?
Hypothesis
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H0 There is no significant difference in the assessment of the respondents
when grouped according to their profiles.
Scope and Limitations of the Study
This study aimed to describe the current situation of the public relations
strategy of the DRR “Kaya Naten” Caravan in Malabon City and identify possible
areas of improvement through a descriptive research design and a sequential
explanatory mixed-method. The scope of this mixed-method study is to examine the
awareness of teachers in the Municipality of Malabon regarding the Public
Accessibility, Public Relations, and Program Components of the DRR “Kaya Naten”
Caravan. The study utilized a stratified random sampling method to select a sample
of teachers from the population of 103 teachers who participated in the program.
The study used a 4-point Likert Scale to gather quantitative data, and the results
were then presented to a Public Information Officer for his insights and
recommendations on how to improve the public relations strategy of the DRR
Caravan through a semi-structured interview.
However, this study has some limitations that should be acknowledged.
Firstly, the sample size was limited, with only a small number of teachers
participating in the study. Secondly, the study only relied on the insights of one
expert in the field of public relations, which may not provide a comprehensive
understanding of the issue. Additionally, the data collected is limited to the
perspectives and experiences of teachers in the Municipality of Malabon and may
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not be generalizable to other populations or contexts. Moreover, the study only
focused on the public relations aspect of the DRR Caravan and did not include other
important aspects such as implementation and effectiveness of the program.
These limitations should be taken into account when interpreting the results
and making conclusions from the study. Despite these limitations, the results of this
study can provide useful insights into the current public relations strategy of the DRR
Caravan and inform potential areas of improvement, serving as a basis for further
research in this field. In conclusion, the scope and limitations of this study highlight
the need for further research to provide a more comprehensive understanding of the
DRR Caravan and its impact on disaster risk reduction. Future studies could
consider expanding the sample size, incorporating additional perspectives and
experiences, and examining other aspects of the program.
Significance of the Study
This part of the research presents the beneficiaries of the study:
MDRRMO - Enhanced public relations of the DRR “Kaya Natin” Caravan will
increase public engagement and awareness of the MDRRMOs programs and
activities on disaster preparedness. Increased publicity of this program will also
serve as the key to national recognition of MDRRMO as the pioneer of the DRR
“Kaya Naten” Caravan. In light of the advocacy of this office, the accomplishment of
its mission in educating the community of Malabon on disaster preparedness will be
fulfilled.
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DILG - The improvement of public relations in the DRR “Kaya Natin” Caravan
will fulfill the DILG’s mandate to provide capacity development programs for disaster
preparedness. Furthermore, the enhancement of public relations for this program will
bring about the attainment of DILG’s five-point strategy for achieving disaster-
resilient LGUs. Particularly the Integration of Disaster Risk Management in Local
Government systems and Processes and Institutionalizing Information, Education,
and Communication Systems.
Malabonians - The essence of public relations in this regard is to make the
public aware of the schemes and policies of the MDRRMO. Improving public
relations in the DRR “Kaya Natin” Caravan will make the Malabon community more
resilient to national disasters and foster a participatory relationship between the local
government and its citizens. Increased public awareness of the programs and
activities of the MDRRMO, in turn, will potentially prompt the cooperation of every
Malabonian in realizing the national preparedness objectives of Malabon City.
Partner Organizations (NGOs, Other Government Agencies, Private
Entities) - Improvement of Public Relations in the DRR “Kaya Natin” Caravan
precedes the creation of new avenues to foster collaboration among various entities.
The financial restrictions can easily be overcome in the subsequent implementations
of the program. Enhanced Public Relations encourages partner organizations to
strengthen their collaboration with the MDRRMO since its programs offer a more
extensive reach. Also, each partner organization can fulfill its advocacies while
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participating in the delivery of Disaster Risk Preparedness Programs to the
community of Malabon.
Public Administration - The government utilizes public relations as an
instrument to spread information about schemes and policies towards the citizens of
the country. Pursuing improvement in public relations is highly important in the field
of public administration because it provides opportunities for public institutions to
establish genuine communication and foster trust with the public. In this respect, the
study sheds light on the idea of public offices incorporating public relations
particularly in social media and websites. The success of which will demonstrate the
plausibility of information dissemination of public schemes and policies through new
strategies of public relations.
Future Researchers - Future researchers may use the ideas presented in
this study as reference data for conducting new research concerning incorporating
and improving public relations into public relations practices. The recommendations
presented in the latter part of the study will serve as an opportunity for future
researchers to enrich the findings in this study and bolster literature about public
relations.
Definition of Terms
Diffusion of Innovation Theory - developed by E.M. Rogers (1962), originated in
communication to help explain how ideas gain momentum and spread through a
population over time.
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Disaster Risk Reduction - actions taken to prevent future disaster risk and manage
existing ones to strengthen resiliency and achieve sustainable development
Disaster Risk Reduction Kaya Natin Caravan - program implemented by the
MDRRMO to mitigate the effects of typhoons as well as other natural disasters in
Malabon City
MDRRMO - "Malabon Disaster Risk Reduction and Management Office"; initiates in
the implementation of projects and programs relating to disaster risk reduction in the
City of Malabon
Public Relations - a strategic communication process that establishes mutually
beneficial relationships between organizations and the public (PRSA).
Republic Act 10121 - Philippine Disaster Risk Reduction Plan
CHAPTER 2
REVIEW OF RELATED LITERATURE
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The study is inclined to seek ways with regard to the improvement of the DRR
Caravan’s public relations, in which said program was founded to spread awareness
and practical knowledge when it comes to disaster risks. There are several existing
studies that have defined disaster risk reduction and its importance, as well as its
promotion through the utilization of public relations. Section 2(n) of Republic Act no.
10121 defined Disaster Risk Reduction as “the concept and practice of reducing
disaster risks through systematic efforts to analyze and manage the causal factors of
disasters, including through reduced exposures to hazards, lessened vulnerability of
people and property, wise management of land and the environment, and improved
preparedness for adverse events.” Pocovnicu (2014) on the other hand defined
public relations in the context of public administration as something that “must be
approached from a broader perspective, as the endeavor set into motion by an
organization with the explicit purpose of establishing sympathetic relations with the
audience (Dagenais, 1999).”
Albris, Lauta, and Raju (2020) mentioned that the ways to reduce disaster
risks have evolved over time as the definition and the way disasters are perceived
change, too. The management of disasters in modern times is dependent on
society's organization and on human's ability to integrate knowledge that is
considered relevant into the institutional arrangements and policies that underpin the
people's ability to address disaster risks.
Moreover, Abeykoon, and Premathilaka (2013) said in their Analysis of
Implementing Public Awareness, Education and Training Programmes as a Risk
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Reduction Strategy in Disaster Management in Sri Lanka that risks in disasters are
unavoidable but minimized through an effective risk reduction strategy. They pointed
out that this strategy should focus on a community-based approach using
educational and public awareness programs, for these are rather effective tools in
building people’s capacity to cope with disaster risks and reduce vulnerability.
Ardalan, Linkov, Shubnikov, and LaPorte (2017) emphasized the role that education
plays in improving public awareness, for it had been a widely-recognized basis for
reducing the risk of disasters. In Africa, a study by Chagutah (2009) expressed the
importance of implementing efficient public awareness activities in limiting the
adverse impacts of natural hazards. This also entails increasing knowledge among
communities concerning the risks they face in the present and future disasters and
the actions they can take to minimize those, as mentioned earlier.
Diving deeper into the role of public relations with regard to this context,
according to Dharmasena, Toledano, and Weaver (2020) on their paper's findings,
there is a major connection between the understanding of public relations about the
communities' cultures, communication, networking, and lobbying skills and the
furtherance of the efficiency of efforts in building community resilience for the
disasters that are to come. Alexander (2013) mentioned how public awareness also
involves social media, for the latter provides platforms for users to listen to public
debate, monitor situations, extend emergency response and management, crowd-
source and collaborative development, create social cohesion, and further causes
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like charities and research enhancement. In conclusion, it helps spread awareness
to the public regarding disaster risk reduction through its different platforms.
Meanwhile, Mahful, Rosidah, and Algifari’s (2020) paper focus on public
relations knowledge about disaster management in the emergency response phase
as an effort for disaster risk reduction. The paper concluded that there needs to be
an evaluation from the local and central government, the community, and academics
to ponder the different ways to reduce disaster risk through increasing public
knowledge regarding disasters, emphasizing the importance of public awareness.
Davis, Hosseini, and Izadkhah (2003) pointed out in their study that public
awareness and education programs play a huge role in disaster risk reduction.
These can encourage the public to participate in and learn mitigation measures. It
was also clarified that the local government must determine the required specific
mitigation before a disaster occurs.
In conclusion, the literature highlights the importance of public relations and
education in promoting DRR and building community resilience. Public awareness
programs play a crucial role in reducing disaster risks and increasing participation in
mitigation measures. The review emphasizes the need for an evaluation of different
ways to reduce disaster risk through increasing public knowledge.
The aforesaid program is situated in the City of Malabon, providing that the
area is a flood-prone one and the citizens should be knowledgeable when it comes
to what and what not to do in times of disasters. Hence, the establishment of the
DRR Caravan. The same claim had already been proven and studied by several
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researchers, even the ways as to how the people in the area react to and combat
such situations, and the existing processes that they use. Mohapatra, Joseph, and
Ratha (2012) delved into the connection of remittances in the way that households
respond to the aftermath of natural disasters. They concluded that those receiving
remittances from high-income developed countries have a more significant
opportunity to build their houses out of concrete instead of mud and better access to
communication equipment. These all boiled down to the bottom line: they are more
prepared against natural disasters.
Nagar, Seth, and Joshi's (2012) study focused on the characterization of
social media response to natural disasters, examining how these kinds of events
spread on different platforms online. Their findings say, "although news about the
disaster may be initiated in multiple places in the social network, it quickly finds a
core community interested in the disaster, and has little chance to escape the
community via social network links alone." Social media response indeed has some
role to play in how a community responds to a disaster and the speed. Meanwhile,
Yulianto, Yusanta, Utari, and Satyawan (2021) concluded that community
adaptation, specifically in the people of Palu City, was being impacted by the
experience and understanding of the existence of a phenomenon like natural
disasters, the characteristics of the community itself, as well as the availability of
local resources.
Gunderson (2010) paid attention to ecological and human resilience when
responding to natural disasters. They presented several ideas that all had broad
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implications for managing complex systems with human and ecological components
when facing recurring natural disasters. Bostan, Kahn, and Rhode (2012) focused
on how people responded to natural disasters during the 20th century, specifically
migration. They mentioned how people live in different areas and experience
different intensities of disasters. Exposure to these could be reduced through moving
out of one’s current area or migration, improving the area itself, or public
infrastructure investment.
In the City of Malabon, under Lamberte and Sevilla’s (2010) qualitative
analysis for flood risk indexing in the aforementioned area, it was concluded that the
city needs a proper assessment of flooding. The said area had been experiencing
unfortunate events connected to its geographical situation and had been going on
for more than two decades during the study. A comparative study of the flood control
programs done by De Vera, Gonzales, and Evangelista (2019) showed that both
places face the same flooding problems, with the latter rooting for different reasons
and resulting in different situations. The people of Candaba had become
accustomed to their area being flooded, perceiving it as their natural environment. At
the same time, Malabon City’s improper waste disposal at some parts is the biggest
threat in its flooding situation.
Purwar, Siluzas, and Flacke (2020) assessed the cascading effects of
typhoons on water and sanitation services in the City of Malabon, particularly in
informal settlements. They presented a method to unravel the complexity of the
effects mentioned above, which could then be utilized in related situations where
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existing information regarding the hazardous event is only limited. Their study
revealed that these kinds of effects negatively impact the essential services that the
inhabitants live by and crush their hopes of anything near a sustainable environment
in their type of settlement.
Additionally, Tyree, Johnson, Pascua, Rahaman, Tenorio, and Lutfi (2012)
dedicated a case study on selected flood control structures during typhoon Gener
and monsoon rains in August 2012 concerning the effectiveness of the CAMANAVA
Flood Control Project that includes the City of Malabon. The causes and deficiencies
in the failed CAMANAVA structure were concluded to be a product of the lack of
project prioritization within the Department of Public Works and Highways (DPWH)
and insufficient consultation with local stakeholders. Meanwhile, in the risk-based
analysis of a flood plain specifically focused on Malabon City of Terante, Lamberte,
and Sevilla (2010), the barangays exposed to flooding events from most to least
were identified in the results. Additionally, this helped determine what areas would
need more and faster response in times of natural disasters, as well as the ones that
must be the most disaster-prepared.
Now, the researchers’ aim to provide suggestions as to how the public
relations strategy of the DRR caravan will be anchored on the preferences as well as
the available resources of the MDRRMO. With due considerations to the responses
given by the same from the preliminary interviews, the utilization of social media was
eager to be prioritized. Social media, in its glory of being a source of entertainment,
has also been proven to be exhausted to spread information. Studies have shown
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that social media has had a significant impact on numerous fields, including activities
like public relations and mass media. Particularly, it has generated a wide range of
study questions and opportunities in the field of public relations. The popularity of
social media has drawn growing attention from public relations scholars and
practitioners. Some studies examined the role of social media in an organization’s
public relations strategy (e.g., Briones, Kuch, Liu, & Jin, 2011). Lovejoy, Waters, and
Saxton (2012) looked into how 73 nonprofit organizations use Twitter to engage
stakeholders and found that Twitter’s potentially contingent interactive messages
can assist organizations in communicating with other users.
Research topics that focused on the effects of social media on public
relations: The outcome variables include public engagement (Men & Tsai, 2014),
public behaviors (Bruning, 2002), and relationship perception (Sashi, 2012), etc. For
instance, public engagement via social media can lead to the formation and
maintenance of relationships with an organization. By joining in the conversations
embedded in a company’s SNS pages (e.g., commenting on the organization and its
products or services, expressing support, making suggestions, and sharing the
organizations’ posts), online stakeholders can directly engage the organizations and
each other on a more personal and social level (Men & Tsai, 2014).
Social media have been incorporated in public relations research since their
inception. For example, Saxton and Waters (2014) focused on the Facebook
updates of nonprofit organizations and found that individual stakeholders prefer
dialogic and mobilizational messages. Furthermore, social media have been applied
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in many public relations disciplines. For example, Schultz, Utz, and Göritz (2011)
examined the effects of social media strategies on the recipients’ secondary crisis
communications (e.g., sharing information and leaving a message) and reactions
(e.g., willingness to boycott) and they found that the medium matters more than the
message.
As for practitioners’ use of social media in their everyday practice, results
revealed that a significant percentage use social media on a personal level;
however, results also indicated that a large percentage of respondents’
organizations (82%) use social media. Survey respondents indicated that the
stakeholders they communicate with most via social media are potential customers
and clients (71%), followed by news media (61%). (Wigley & Zhang, 2011) The
propensity of social media use has increased over the past years and is projected to
increase even more as the world continues, as indicated in data provided by
Statistica. Hence, it is important to take advantage of this worldwide, easily
accessible medium to promulgate life-saving information, especially regarding
natural disaster preparedness. This is further reinforced by (Asude, 2018) that many
public adopts social media when a crisis erupts. Therefore, it is appropriate for
organizations to master and optimize the social media tools to respond and act.
Leveraging social media technologies for crisis management provides citizens with a
greater role in preparing for and managing crises which will help build resilient
communities. (Chan, 2020). Proper and competent utilization of social media by
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authorities would substantially aid in mitigating the impact of natural disasters if done
correctly.
The Diffusion of Innovation (DOI) Theory developed by E.M. Rogers in 1962
is one of the earliest social science theories, and will be utilized in this research to
help understand the target population and the factors that influence the rate at which
they adopt new ideas or products. The theory posits that individuals go through five
distinct stages in the process of adoption: awareness, interest, evaluation, trial and
adoption (Rogers, 2010).
The theory has been applied successfully in a variety of fields, including
communication, agriculture, public health, criminal justice, social work, and
marketing (LaMorte, 2019). It has been particularly influential in guiding public health
strategies, helping to understand the behavior change necessary for the successful
adoption of public health programs. Kreps' (2017) study supports this, as they found
that the DOI model provides a greater understanding of health behavior change,
including the adoption of health promotion recommendations.
In the field of public relations, familiarizing with the DOI theory can assist
practitioners in planning their campaigns. Wagner (n.d.) argues that the theory
provides a clear outline for practitioners to follow and helps them understand the
steps they should take at each stage of the process. A study by Savery (2005)
utilized the DOI theory as a framework to study the adoption of innovations in public
relations. The study collected self-reported data from 116 members of the Public
Relations Society of America (PRSA) in a Midwestern state, and aimed to provide
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insight into the perceived innovation attributes, influences, obstacles, and relative
advantage of innovations in PR. This information can assist PR agencies in making
informed decisions and strategies for implementing future innovations.
In recent years, the theory has also gained attention in the field of public
policy and public administration. This review of related literature aims to explore the
application of the DOI theory in these fields and the key elements of the theory that
are relevant for understanding the diffusion of innovations.
One of the earliest studies that applied the DOI theory to the field of public
policy is Moore's (1991) article "Diffusion of Innovations in Public Policy: A Review
and Research Agenda." In this article, Moore argues that the DOI theory, which was
originally developed to explain the diffusion of innovations in agriculture, can also be
applied to the diffusion of public policy innovations. He reviews previous studies that
have applied the DOI theory to public policy and identifies several key elements of
the theory that are relevant for understanding the diffusion of public policy
innovations, including the characteristics of the innovation, the communication
channels through which information about the innovation is transmitted, and the
characteristics of the adopters of the innovation.
Julie E. Downing's article "The Diffusion of Innovations in Government
Organizations" (2006) provides a comprehensive overview of how the DOI theory
has been applied to the study of the diffusion of innovations in government
organizations. Downing begins by discussing the historical context and the
development of DOI theory and then describes how the DOI theory has been applied
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to the study of innovation in the public sector. She reviews previous research that
has used the DOI theory in the study of public administration, highlighting both its
strengths and limitations in this context.
In the study by Ogedegbe and Schweitzer (2010), the authors use the DOI
theory to examine the factors that influence the adoption of electronic health records
(EHR) by small medical practices. The authors find that small medical practices
adopt EHRs mainly due to perceived relative advantage and compatibility with their
existing systems and practices. The study highlights the usefulness of the DOI
theory in understanding the adoption of EHRs by small medical practices.
Mark E. Huselid and Katherine J. Klein (2006) applied the DOI theory in their study
of the adoption and implementation of Lean Six Sigma in public service
organizations. The authors analyze the factors that influence the diffusion of Lean
Six Sigma in the public sector and how these factors can be used to improve its
adoption and implementation in the future. The results of the study provide insights
into the role of organizational culture, leadership, and other factors in the diffusion of
innovations in the public sector.
In conclusion, this review of related literature highlights the various
applications of the DOI theory in different fields, particularly in public health, public
relations, public policy and public administration. The studies reviewed highlight the
key elements of the theory that are relevant for understanding the diffusion of
innovations, including the characteristics of the innovation, the communication
channels, and the characteristics of the adopters. The DOI theory provides a useful
23
framework for understanding the diffusion of innovations in various fields and can
guide efforts to improve the diffusion of innovations in the future. Its five-stage
adoption process provides a useful framework for practitioners to plan and
implement their campaigns.
Synthesis of the Reviewed Literature and Studies
The review of related literature for the present study focuses on improving the
public relations of the Disaster Risk Reduction (DRR) Caravan program, which was
established to raise awareness and provide practical knowledge on disaster risks.
The literature highlights the importance of disaster risk reduction and the need for
effective risk reduction strategies that focus on community-based education and
public awareness programs. The connection between public relations and education
and the role they play in promoting DRR and building community resilience is
emphasized.
The literature also shows the importance of public awareness programs in
reducing disaster risks and increasing participation in mitigation measures, as well
as the need for evaluation from different stakeholders. The DRR Caravan program in
the City of Malabon is established to help citizens prepare for natural disasters, with
a focus on utilizing social media in its public relations strategy. The literature review
also covers the connection between remittances and household preparedness,
social media response to natural disasters, community adaptation, ecological and
24
human resilience, and the effectiveness of flood control structures in the City of
Malabon.
The Diffusion of Innovation (DOI) Theory provides a useful framework for
understanding the diffusion of innovations in various fields and has been applied in
fields such as communication, public health, and public administration. The theory
provides a clear outline for planning campaigns and highlights the key elements
relevant to the diffusion of innovations, including the characteristics of the
innovation, communication channels, and characteristics of the adopters. Overall,
the review of related literature provides a comprehensive understanding of the
importance of public relations and education in DRR and the potential for utilizing the
DOI theory to guide efforts to improve DRR.
Despite the literature review providing a clear understanding of the
importance of public relations and education in disaster risk reduction, there are still
some gaps in the literature. Firstly, there is a lack of studies that examine the
specific ways in which public relations can improve the DRR Caravan program in the
City of Malabon. Secondly, the literature review does not provide a clear
understanding of the challenges that the DRR Caravan program might face in
implementing its public relations strategy and the potential barriers to improving the
public's awareness and understanding of disaster risks. Additionally, while the
Diffusion of Innovation theory provides a useful framework for understanding the
diffusion of innovations, there is a need for more research to explore the specific
application of this theory in the context of the DRR Caravan program and disaster
25
risk reduction. Furthermore, the literature review did not address the impact of
specific socioeconomic, political, and cultural factors on the effectiveness of the
DRR Caravan program's public relations efforts. Further research is needed to
address these gaps and provide a more comprehensive understanding of the ways
in which public relations can improve disaster risk reduction in the City of Malabon.
CHAPTER 3
METHODOLOGY
26
This chapter discusses the research method and procedures adhered to by
the researchers to answer the specific problems posed for investigation
systematically. Specifically, the research method, research design, respondents,
sampling technique, research instrument, and data gathering procedures are
explained in this chapter.
Research Design
This study will utilize a descriptive research design combined with a mixed-
method approach to accurately and systematically describe the current situation of
the public relations strategy of the DRR Caravan in Malabon City and identify
possible areas of improvement. The descriptive research design will answer
questions related to what, where, when, and how, but not why (McCombes, 2019).
The study will gather data from the beneficiaries of the DRR Caravan, particularly
its teachers, through the use of close-ended survey questions, and from public
relations practitioners experienced in Disaster Risk Reduction through in-depth
semi-structured interviews with open-ended questions.
The mixed-method approach will allow for a more comprehensive
examination of the current public relations strategy of the DRR Caravan and the
potential for improvement. By combining quantitative and qualitative data, the
study can provide a more nuanced understanding of the situation and inform
recommendations for improvement. The sequential explanatory mixed-method will
be used, with the quantitative data collected in the first phase providing the basis
27
for further examination through qualitative data in the second phase. This
approach will provide a more in-depth understanding of the current public relations
strategy and how it could be improved through the use of different PR strategies
and available resources.
Research Method
This study employs a sequential explanatory mixed-methods approach to
gather data. This design is used when the researcher seeks to complement the
findings from the quantitative phase with qualitative data. The sequential
explanatory mixed-methods approach involves two phases: first, collecting
quantitative data and second, explaining and clarifying the results from the
quantitative phase with qualitative data (Edmonds & Kennedy, 2017).
The first phase of data collection will focus on gathering quantitative data
from the target beneficiaries of the DRR Caravan in Malabon City, specifically the
teachers. This is crucial as they are a priority group for the program and their
existing knowledge of the DRR Caravan and its processes needs to be assessed.
Close-ended survey questions will be used to gather this information.
The second phase will involve collecting qualitative data from Public
Information Officers in the public sector who have experience in Disaster Risk
Reduction. Semi-structured interviews will be conducted using open-ended
questions to gather insights and opinions. These interviews are necessary as the
insights of the beneficiaries alone may not be sufficient in achieving the study's
28
objectives. The expertise of the Public Information Officers in the field of public
relations, particularly their knowledge of the DRR Caravan's public relations
strategy, will provide a broader scope for recommendations on improving the
program's PR strategy.
Respondents and Sampling Technique
1) Population
The quantitative respondents of the study are the teacher
beneficiaries of the DRR Caravan from elementary, high school and senior
high school, public and private schools in the city of Malabon. A teacher for
each of Malabon’s public elementary schools (28), public junior high schools
(10), private elementary schools (46), and private secondary schools (19).
In accordance with their respective school’s autonomy on choosing who to
send to the DRR Caravan on an annual basis, the choosing of the particular
teachers of each school were done in accordance with the respective
schools administration. These beneficiaries must have first-handedly
experienced participating in the said program so as to obtain accurate data
from their knowledge of the caravan and its means of Public Relations.
2) Sample Size
To determine the sample size in this study using the stratified random
sampling method, the researchers considering the following factors:
29
a. Population size: The first step is to determine the total population
size. In this case, the population size would be the total number of
teachers in the Municipality of Malabon who participated in the DRR
Caravan program, which would be the sum of the number of teachers
in the public elementary schools (28), public junior high schools (10),
private elementary schools (46), and private secondary schools (19).
Type of School Beneficiaries Sample Size Percentage
Public Elementary 28 22 26.8%

Schools
Public Junior High 10 8 9.8%

Schools
Private Elementary 46 37 45.1%

Schools
Private Secondary 19 15 18.3%

School
Total 103 82 100%
b. Precision: The precision or margin of error of your sample represents
how much the sample results may differ from the actual population
values. This is typically expressed as a percentage or as a range
(e.g., ±3%). The smaller the precision, the larger the sample size
required.
c. Confidence level: The confidence level represents the degree of
certainty that the sample results accurately reflect the population
30
values. The confidence level is typically expressed as a percentage
(e.g., 95%). The higher the confidence level, the larger the sample
size required.
After considering these factors, the researchers in determining the
appropriate sample size for this study used the Slovin’s formula for a
stratified random sample:
n = N / (1 + N (e^2))
Where: n = sample size N = population size (103 teachers in this case)
e = desired level of precision or margin of error (e.g., 0.05 or 5%)
In application of the formula to determine the sample size:
n = N / (1 + N (e^2))
n = 103 / (1 + 103 (0.05^2))
n = 103 / (1 + 103 * 0.0025)
n = 103 / (1 + 0.2575)
n = 103 / 1.2575
n = 81.81
So, the sample size would be approximately 82 teachers, rounded up
to the nearest whole number.
3) Sampling Technique
Sampling technique is a method wherein the researchers select a suitable
sample from a certain population or group. For the quantitative part of this
31
study, the researchers will utilize the stratified random sampling
technique. This type of sampling allows for the researchers to first divide a
population into smaller subgroups, or strata, based on shared
characteristics of the members and then randomly select among these
groups to form the final sample (Simkus, 2022). In this case, the shared
characteristics of the teachers would be being a beneficiary of the DRR
“Kaya Naten” Caravan for the first phase of data gathering. For the
qualitative part of this study, the researchers used purposive sampling in
which the researchers rely on their own judgment when choosing members
of the population to participate in the study, the respondent will be a public
relations officer or a public information officer employed in the public sector
with experience with Disaster Risk Reduction. The respondent must
possess sufficient knowledge on the field of public relations and disaster risk
reduction for the researchers to gain reliable insights and be able to provide
useful suggestions for the improvement of public relations strategy of the
DRR Caravan.
Research Instrument
The research will utilize two main instruments since it uses a mixed method
approach: survey questionnaires and interview questions. Survey
questionnaires will be utilized in gathering data from the teachers of Malabon, both
from public and private schools. Quantitative survey questionnaires will be used in
32
gathering data from the target population that will help in the measurement of the
variables presented in the study. Quantitative survey questions are defined as
objective questions used to gain detailed insights from respondents about a survey
research topic (Bhat, 2020). The answers received based on these questions are
then analyzed and a research report is generated on the basis of these
quantitative data. These questions that were prepared by the researchers are
close-ended in nature, it will form the core of the survey and will be used to gather
numerical data to determine statistical results.
As for the collection of qualitative data, this study will use in-depth semi-
structured interviews to collect the aforesaid. In a semi-structured interview,
questions are pre-determined using the interview guide (Mason 2004). The latter
covers the main topics of the study (Taylor 2005). The interview questions reflect
the research questions and the target output, particularly improving the public
relations of the DRR "Kaya Natin" Caravan. Semi-structured interviews offer a
focused structure for discussion but by no means should be followed strictly. The
idea instead is to explore the research area by collecting similar types of
information from each respondent (Holloway & Wheeler 2010) by providing
respondents direction on what to discuss (Gill et al. 2008). The researchers opted
to choose semi-structured interviews for one of its main advantages is enabling
reciprocity between the interviewer and the interviewee (Galletta 2012), allowing
the researchers to probe and ask follow-up questions based on the participant's
response.
33
With accordance to the methodology used, the researchers are to conduct a
pilot testing before the actual collection of data, involving a small-scale test to
check the efficiency of the tool designed. The quantitative survey questionnaire
along with the open-ended questions for the semi-structured interviews will then be
validated by someone whose expertise is in line with the focus of the study or a
Public Administration major. After the validation comes the reliability test to be
done by a statistician in order to assess the quality of the measurement procedure
utilized during the data collection. The validated quantitative survey questionnaire
as well as the questions for the semi-structured interviews will be instruments in
achieving the necessary data.
Data Gathering Procedure
The researchers contacted the Malabon Disaster Risk Reduction and
Management Office on June 10, 2022, and requested preliminary interviews and
the release of files related to the DRR Kaya Naten Caravan. The researchers
conducted preliminary interviews with an authorized representative of the
MDRRMO on June 21, 2022. The preliminary interview proved to be successful in
introducing the DRR Caravan to the researchers. The latter received the files
requested during the preliminary interviews on June 23, 2022. The obtained files
concerned the planning and execution of the DRR Kaya Naten Caravan. This
included the partner agencies, the program's background, and program
documentation for the DRR Caravans 2016, 2017, and 2018. The researchers
34
once again contacted the MDRRMO for an interview with its head, Mr. Roderick
Tongol, on July 1, 2022. The interview took place in the office of the MDRRMO on
July 5, 2022. The interview delved into the intricacies of the DRR Caravan, from its
founding, missions and goals, current status, future program aims, and
shortcomings and desired outcomes in its public relations strategy. In addition, an
audio recording of the interview with Mr. Tongol was recorded by the researchers
with his permission. This audio record was transcribed into a written format where
future data gathering procedures would be based on July 6, 2022 to July 7, 2022.
To reach the respondents for quantitative data gathering, the researchers
will submit a consent form to the MDRRMO, requesting the list of schools where
the target beneficiaries of the program are found; or if possible, the actual list of the
beneficiaries. The researchers will then submit another consent form to these
target respondents to know who among them are willing to participate in the study,
the same people will be the ones to be handed out survey questionnaires to
measure the quantifiable variables related to the study. To further explain the
quantitative data provided by them, semi-structured interviews with public relations
practitioners will be conducted. The subsequent parts of the research after data
collection are scheduled after the interview. From the months of August to
December, the researchers coordinated with all the 102 schools of Malabon and
secured schedules for the data gathering appointments and subsequently
gathered data through survey questionnaires from 102 schools of Malabon. A
single teacher respondent represented their respective schools in the study.
35
Administering Surveys
The researchers administered paper surveys to both private and public
schools in the Municipality of Malabon. The target population was identified prior to
administering the surveys and the survey mode was determined to be paper
surveys. The survey instrument was designed to include an informed consent form
and the objectives of the research. The survey consisted of 24 questions that were
developed to gather data on the awareness of teachers in the Municipality of
Malabon with respect to the Public Accessibility, Public Relations, and Program
Components of the Disaster Risk Reduction “Kaya Naten” Caravan. The questions
were constructed using a 4-point Likert Scale to allow the participants to rate their
level of awareness on each statement.
The survey was administered during the period of December 2022 to
January 2023 and the participants were asked to provide their honest and candid
responses. The researchers ensured that the participants had a clear
understanding of the survey and its purpose before they began to complete it. The
completed surveys were collected and securely stored for later analysis. The data
collected from the survey was used in combination with the results of the semi-
structured interview with the Public Information Officer to provide a comprehensive
understanding of the issue and to draw conclusions about the study.
Conducting Interviews
36
Semi-structured interviews were used in this study to gather qualitative data
and to obtain the expert opinion of a Public Information Officer on the public
relations strategy of the Disaster Risk Reduction (DRR) Caravan. The interviews
were conducted in person and lasted approximately 30-45 minutes each.
The interview questions were developed based on the themes that emerged
from the results of the quantitative survey and were designed to elicit detailed
responses from the expert on the public relations aspects of the DRR Caravan.
The questions were open-ended and allowed for elaboration and clarification. A list
of interview questions was used as a guide for the interview, but the interviewer
was free to ask follow-up questions and to probe for additional information as
necessary.
The interviews were audio-recorded and transcribed verbatim for analysis.
The transcripts were then reviewed and coded using a narrative coding approach
to identify recurring themes and patterns in the expert's responses. The results of
the interview were then compared and integrated with the results of the
quantitative survey to provide a more comprehensive understanding of the issue.
It is important to note that the expert was informed of the purpose of the study and
provided written consent to participate. The confidentiality and anonymity of the
participant were maintained throughout the study, and all data were handled in
accordance with ethical guidelines.
Statistical Treatment of Data
37
The researchers utilized the computer software Statistical Package for
Social Sciences Statistics version 26 for all computations. “Statistical Package for
Social Sciences (SPSS) is a computer program that performs most of the statistical
calculations.” (Gravetter et al., 2021). The following tools used in the treatment of
data were as follows:
1. Frequency counting and Percentage. It is an act of counting and any
proportion or share in relation to a whole. This formula was utilized by the
researchers in determining the profile of the respondents.
%=f/n⋅100 % = Percentage
f = Frequency n = Sample population
2. Weighted Mean. It is a type of average which instead of each data point
contributing equally to the final mean, some data points contribute more
weight than others. This formula is utilized by the researchers to analyze
and interpret the data gathered in the study. This will be also used to
determine the weighted average score on the level of awareness of
teachers in regards to the DRR Kaya Naten Caravan:
x̄ = Σfx / n x̄ = Mean ∑ = Summation of
F = Frequency x = Weights n = Sample population
3. Standard Deviation It is the traditional choice for measuring variability,
summarizing the typical distance from the average to the data values. This
will be used to determine the amount of dispersion of the data from selected
respondents.
38
4. Likert Scale.
Table of Interpretation in Response to the 4-point Likert Scale on the Level of
Awareness of DRR “Kaya Naten” Caravan Beneficiaries
Scale Mean Range Verbal Interpretation
4 4.01 - 5.00 Fully Aware
3 3.01 - 4.00 Aware
2 2.01 - 3.00 Partially Aware
1 1.00 - 2.00 Not Aware
5. Independent Sample T – Test. This is used to test the difference between
two means of unrelated groups. This formula will be utilized by the
researchers in testing significant differences between the respondents’
demographic profile and the level of awareness of teachers with regard to
the DRR Caravan.
6. One-way ANOVA. The analysis of variance test is used to test the quality of
three or more using sample variances. This formula will be utilized by the
researchers in testing significant differences between the respondents’
demographic profile and the level of awareness of teachers with regard to
the DRR Caravan.
7. Narrative Analysis. Narrative analysis is a method of thematic analysis
that involves identifying and analyzing recurring patterns or themes in the
stories or narratives of participants (Braun & Clarke, 2006). The process of
narrative analysis generally involves the following steps: reading and
39
transcribing the narratives, initial coding, refining the codes, developing a
codebook, applying the codes to the narratives, and interpreting the results.
The first step in narrative coding is to read and transcribe the narratives
collected from participants, which helps to gain a clear understanding of the
content of the narratives (Braun & Clarke, 2006). Next, the researcher
codes or labels the key events, experiences, and themes in the narratives
through initial coding, which can be done using highlighters, sticky notes, or
computer-based software (Braun & Clarke, 2006). The initial codes are then
refined and combined into categories or themes based on their similarities
and connections, which are then documented in a codebook (Braun &
Clarke, 2006). The codes are then applied to the narratives, and the
frequency and distribution of each theme are analyzed. Finally, the results
of the narrative coding are interpreted and used to answer the research
questions and draw conclusions about the study (Braun & Clarke, 2006).
Ethical Considerations
The conduct of this mixed-methods research is guided by ethical principles
of informed consent, confidentiality, and voluntary participation to protect the rights
and well-being of the participants. The researchers provided assurance that all
information gathered from the surveys will remain confidential and only be used for
academic purposes, in accordance with the Data Privacy Act of 2012. Informed
consent was obtained from the participants in writing, which outlined the purpose
40
and objectives of the study, as well as the ethical principles of confidentiality and
voluntary participation.
Semi-structured interviews were also conducted, and the participants were
informed of their rights and responsibilities and given the option to voluntarily
participate. The researchers emphasized the importance of their input for the
successful completion of the study, but also emphasized that participants were free
to choose whether or not to participate.
Given the sensitive nature of the topic of public relations improvement and
its potential impact on organizations and stakeholders, it is crucial that ethical
considerations are given high priority in this research. The researchers took
appropriate measures to ensure that the rights and well-being of the participants
were protected at all times.
CHAPTER 4
RESULTS AND DISCUSSION
This chapter presents the gathered, analyzed and interpreted data. Tables
and figures are presented and their weight is tabulated. This also includes the
analysis and interpretation of the statistical results computed by the researchers. All
data included in this chapter are based on the answer of the respondents in the
questionnaire that the researchers had provided.
Quantitative Findings
41
Table 1.1 Distribution of respondents according to Age
Age Frequency Percentage Rank
18-25 years old 13 15.85 3
26-32 years old 34 41.46 1
33-39 years old 23 28.05 2
40-47 years old 12 14.63 4
Total 82 100
As shown in the table above, distribution of respondents in terms of age, out
of 82 respondents, 26-32 years old has the highest frequency of 34 or 41.46% while
40-47 years old has the lowest frequency of 12 or 14.63%. This implies that the
majority of the respondents are 26-32 years old.
Table 1.2 Distribution of respondents according to Type of School
Type of School Frequency Percentage Rank
Private 64 78.05 1
Public 18 21.95 2
Total 82 100
42
As shown in the table above, the distribution of respondents in terms of type
of school, out of 82 respondents, from Private type of school has the highest
frequency of 64 or 78.05% while the least frequency of 18 or 21.95% fell under
Public type of school. This implies that the majority of the respondents are from
a Private type of school.
Table 1.3 Distribution of respondents according to Years of Teaching
Years of teaching Frequency Percentage Rank
Less than one year 10 12.20 4
1-2 years 25 30.49 1
2-4 years 24 29.27 2
5+ years 23 28.05 3
Total 82 100
As shown in the table above, the distribution of respondents in terms of years
of teaching, out of 82 respondents, having 1-2 years of teaching has the highest
frequency of 25 or 30.49% while the least frequency of 10 or 12.20% fell under Less
than one year of teaching. This implies that the majority of the respondents has
1-2 years of teaching.
43
Table 2.1 The Level of Awareness of Teachers in regards to the DRR Kaya
Naten Caravan in terms of Program Accessibility
Statement Mean SD Interpretation
1. I am aware of the Malabon Disaster Risk 2.87 0.90 Aware
Reduction Management Office (MDRRMO) and
MDRRMC’s Disaster Preparedness and
Response, Information and Education
Campaign.
2. I am aware of MDRRMO’s DRR “Kaya Naten” 2.48 1.08 Partially
Caravan Program. Aware
3. I am aware that the DRR “Kaya Naten” 2.11 0.99 Partially
Caravan is conducted in different venues Aware
around Malabon
Caravan is launched annually. Aware
Caravan is conducted every National Aware
Resilience Month.
44
Caravan is conducted once every month of Aware
July.
Caravan accommodates students, parents, and Aware
teachers from both public and private schools.
Caravan can accommodate up to 1,500 Aware
participants in total.
Composite Mean 2.14 0.78 Partially
Aware
Legend:
3.25 - 4.00 Fully Aware 2.50 - 3.24 Aware
1.75 - 2.49 Partially Aware 1.00 - 1.74 Not Aware
As shown in the table above, the level of awareness of teachers in regards to
the DRR Kaya Naten Caravan in terms of Program Accessibility resulted in a
composite mean of 2.14 suggesting a Partially Aware response. Furthermore,
respondents highlighted being aware of the Malabon Disaster Risk Reduction
Management Office (MDRRMO) and MDRRMO’s Disaster Preparedness and
Response, Information and Education Campaign.
45
The statements above are interpreted as Partially Aware and Aware and
presented from highest to lowest weighted mean. The highest mean of 2.87
interpreted as Aware, was statement 1 “I am aware of the Malabon Disaster Risk
Reduction Management Office (MDRRMO) and MDRRMC’s Disaster Preparedness
and Response, Information and Education Campaign” while the least mean of 1.62
interpreted as Partially Aware fell under statement 8 “I am aware that the DRR “Kaya
Naten” Caravan can accommodate up to 1,500 participants in total”. Overall results
suggest that the teachers are partially aware of the DRR Kaya Naten Caravan
in terms of Program Accessibility.
Naten Caravan in terms of Public Relations
Statement Mean SD Interpretation
1. I am aware that MDRRMO has a Facebook 2.82 0.9 Aware
page. 6
2. I am aware that the MDRRMO uses video 2.29 1.0 Partially
campaigns in their crisis communications. 2 Aware
3. I am aware that the MDRRMO conducts team 1.99 0.9 Partially
meetings for their internal communications. 1 Aware
4. I am aware that the MDRRMO gathers all DRR 2.20 0.9 Partially
46
Teacher Coordinators in their office to formally 9 Aware
invite their respective schools to partake in the
DRR “Kaya Naten” Caravan
5. I am aware that the MDRRMO implements 2.09 0.8 Partially
traditional marketing and education programs for 9 Aware
their strategic communications.
6. I am aware that the MDRRMO has coordinators 1.77 0.8 Partially
located in each barangay for their community 5 Aware
relations.
7. I am aware that the MDRRMO in implementing 1.88 0.8 Partially
the DRR Kaya Natin Caravan has many partners 1 Aware
from the private, public, and civic sectors that aid
in the program’s implementation.
8. I am aware that the primary medium to which the 2.38 0.9 Partially
MDRRMO shares information to the public is 1 Aware
through online means, particularly through their
Facebook page.
3 Aware
Legend:
47
the DRR Kaya Naten Caravan in terms of Public Relations resulted in a composite
mean of 2.18 suggesting a Partially Aware response. Furthermore, respondents
highlighted being aware that MDRRMO has a Facebook page. The statements
above are interpreted as Partially Aware and Aware and presented from highest to
lowest weighted mean. The highest mean of 2.82 interpreted as Aware, was
statement 1 “I am aware that MDRRMO has a Facebook page” while the least mean
of 1.77 interpreted as Partially Aware fell under statement 6 “I am aware that the
MDRRMO has coordinators located in each barangay for their community relations”.
Overall results suggest that the teachers are partially aware of the DRR Kaya Naten
Caravan in terms of Public Relations.
Naten Caravan in terms of Program Components
Statement Mean SD Interpretati
on
1. I am aware that the DRR “Kaya Naten” Caravan 2.52 1.11 Aware
teaches disaster preparedness through
interactive activities such as games and drills.
48
2. I am aware that the DRR “Kaya Naten” Caravan 2.41 1.16 Partially
simulates earthquakes to teach preventive Aware
measures.
teaches energy conservation tips. Aware
teaches how to apply Cardiopulmonary Aware
Resuscitation (CPR).
teaches basic knot tying. Aware
teaches basic first aid. Aware
teaches alternative financial aspects after the Aware
disaster.
teaches post-disaster measures. Aware
49
Aware
Legend:
the DRR Kaya Naten Caravan in terms of Program Components resulted in a
composite mean of 2.21 suggesting a Partially Aware response. Furthermore,
respondents highlighted being aware that the DRR “Kaya Naten” Caravan
teaches disaster preparedness through interactive activities such as games
and drills.
The statements above are interpreted as Partially Aware and Aware and
presented from highest to lowest weighted mean. The highest mean of 2.52
interpreted as Aware, was statement 1 “I am aware that the DRR “Kaya Naten”
Caravan teaches disaster preparedness through interactive activities such as games
and drills” while the least mean of 1.85 interpreted as Partially Aware fell under
statement 7 “I am aware that the DRR “Kaya Naten” Caravan teaches alternative
financial aspects after the disaster”. Overall results suggest that the teachers are
partially aware of the DRR Kaya Naten Caravan in terms of Program Components.
50
Table 3.1 Significant Difference Between the Respondents’
Demographic Profile in terms of Age Profile and the Level of Awareness of
Teachers with regard to the DRR Kaya Naten Caravan
Awareness Group Mean SD F value P value Remarks
Program 18-25 2.24 0.76 0.240 0.868 Not significant
Accessibility years
old
26-32 2.07 0.82
years
old
33-39 2.20 0.79
years
old
40-47 2.08 0.72
years
old
Public 18-25 2.10 0.77 0.709 0.549 Not significant
Relations years
old
51
26-32 2.08 0.76
years
old
33-39 2.35 0.66
years
old
40-47 2.22 0.71
years
old
Program 18-25 2.24 0.82 0.428 0.733 Not significant
Component years
s old
26-32 2.12 0.88
years
old
33-39 2.23 0.82
years
old
40-47 2.44 0.90
52
years
old
If P - value > 0.05 Level of Significance: Accept Ho: Not Significant
As shown in the table above, significant difference between the respondents’
demographic profile in terms of age profile and the level of awareness of teachers
with regard to the DRR Kaya Naten Caravan using One way ANOVA resulted to a
not significant difference decision as confirmed by the p value of 0.549 – 0.868
> 0.05 level of significance. Since p values are greater than 0.05 level of
significance, therefore accept null and reject alternative hypotheses.
Overall results implies that there is no significant difference between
the respondents’ demographic profile in terms of age profile and the level of
awareness of teachers with regard to the DRR Kaya Naten Caravan.
Demographic Profile in terms of Type of School Profile and the Level of
Awareness of Teachers with regard to the DRR Kaya Naten Caravan
Awareness Group Mean SD t value P value Remarks
Program Private 1.95 0.75 -4.481 0.000 Significant
Accessibility
Public 2.79 0.45
Public Private 1.98 0.67 -5.417 0.000 Significant
53
Relations
Public 2.88 0.41
Program Private 1.98 0.78 -5.606 0.000 Significant
Component
Public 3.06 0.45
s

demographic profile in terms of type of school profile and the level of awareness of
teachers with regard to the DRR Kaya Naten Caravan using Independent t test
resulted to a significant difference decision as confirmed by the p value of
0.000 < 0.05 level of significance. Since p values are less than 0.05 level of
significance, therefore reject null and accept alternative hypotheses. Overall
results imply that there is significant difference between the respondents’
demographic profile in terms of type of school profile and the level of
awareness of teachers with regard to DRR Kaya Naten Caravan.
Demographic Profile in terms of Years of Teaching Profile and the Level of
Awareness of Teachers with regard to the DRR Kaya Naten Caravan
Awareness Group Mean SD F value P value Remarks
Program <1 2.12 0.85 0.898 0.446 Not significant
54
Accessibility years
1-2 2.14 0.67
years
2-4 1.96 0.87
years
5+ 2.33 0.75
years
Public <1 2.04 0.96 2.295 0.084 Not significant
Relations years
1-2 1.98 0.57
years
2-4 2.14 0.74
years
5+ 2.49 0.70
years
Program <1 2.05 1.04 1.628 0.190 Not significant
Component years
s
1-2 2.08 0.72
55
years
2-4 2.11 0.83
years
5+ 2.54 0.88
years
demographic profile in terms of years of teaching profile and the level of awareness
of teachers with regard to the DRR Kaya Naten Caravan using One way ANOVA
resulted to a not significant difference decision as confirmed by the p value of
0.084 – 0.446 > 0.05 level of significance. Since p values are greater than 0.05
level of significance, therefore accept null and reject alternative hypotheses.
Overall results implies that there is no significant difference between
the respondents’ demographic profile in terms of years of teaching profile and
the level of awareness of teachers with regard to the DRR Kaya Naten
Caravan.
Qualitative Findings
Theme 1: Assessment of the Public Relations strategy of the Disaster Risk
Reduction Caravan
56
The respondent stated that the Disaster Risk Reduction Caravan Program of
the MDRRMO solely relies on social media as its means for Public Relations outside
of its direct institutional relations with the schools of Malabon. Furthermore, the
respondent stated that the reliance on social media “Would not achieve 100% of
your target population because not everyone has access to social media”. The target
populations of the Disaster Risk Reduction Caravan are teachers, students and their
parents. It is safe to say that not everyone of the target beneficiaries have access to
social media. This may be due but is not limited to their preference, economic
standing, and ignorance of technology.
The respondent also stated that the lack of a Public Information Officer for the
Malabon Disaster Risk Reduction Office is a significant shortcoming in regards to the
state of the office’s overall public relations. It can be surmised that due to this
shortcoming, a significant number of the programs implemented by the MDRRMO
would not be known to the general public of Malabon city. This would thus entail that
if a program of the MDRRMO has an objective of proliferating information to the
general public, then said program will suffer from public relations and awareness
impediments.
57
Theme 2: Improving the Public Relations of the Disaster Risk Reduction
Caravan
The respondent stated that having designated personnel for the proliferation
and releasing of information in a linear hierarchy will protect information from
unwanted changes that may prove adverse in achieving the goal of the MDRRMO
and that of public safety. The respondent also alluded to the fact that there should
be one designated personnel for each of the 21 barangays of Malabon city to
improve the coordination of information dissemination with the City of Malabon Local
Government, its barangays, and the constituents of said barangays. The
respondent in addressing the weaknesses of the current Public Relations strategy of
the DRR Caravan stated that it requires more manpower to improve its public
relations, and in supporting his statement, said that “More Manpower equals
Successful Public Service”.
The respondent also stated that making it more aware to the public, a
Bandilyo approach should also be embraced. This builds upon the community
relations silo of the public relations strategy of the DRR Kaya Natin Caravan, such
could entail a greater community support for the program. The respondent also
stated that Public Relations should also be done in the form of Traditional
approaches to public relations, such as through fliers.
58
The respondent stated that the Disaster Risk Reduction Caravan should be
expanded and be made on a barangay basis with each barangay of Malabon city
conducting a Disaster Risk Reduction Caravan of their own. This would, according to
the respondent, increase community participation and the program capacity,
meaning more people can attend and partake in Disaster Risk Reduction training
and education.
Theme 3: Resources Necessary to Implement Public Relations Strategy
Improvement
The respondent emphasized the importance of manpower to improve the
public relations of the Disaster Risk Reduction Caravan, particularly in the
community relations aspect of the program. More manpower would entail dedicated
public information personnel for the MDRRMO and the subsequent 21 barangays
that comprise the City of Malabon. This would mean an efficient, reliable, and
streamlined path of communication from the MDRRMO, its programs, to the schools,
barangays and their respective constituents.
The respondent mentioned that if the public relations of the programs such as
the Disaster Risk Reduction Caravan are to be successful, it would mean more
people would learn and be knowledgeable of what to do before, during, and after a
natural disaster. The respondent stated that “Kung alam ng mamamayan ang dapat
gawin dahil nabigyan ng TAMA at SAPAT na impormasyon, hindi magkakaroon ng
kalituhan.”
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Theme 4: Roles of a Public Relations Officer
The respondent stated that Public Relations Officers should be aware of the
programs of their respective organizations or institutions that they serve. They must
particularly have adept knowledge of the capacities, capabilities, and limitations of
the offices they serve. Furthermore, ensuring that information released to the
general public is accurate and in means that would ensure that a significant majority
would have access to such information is also an important duty of Public Relations
Officers. Lastly, the respondent emphasized that Public Information Personnel
should embrace ideals of voluntarism and the steadfast will to see through their
duties even in the most demanding of circumstances, as the respondent puts it, a
competent public information officer can save lives especially in regards to natural
disasters.
Integration of Findings
The Diffusion of Innovation Theory can be used to integrate the results of the study
by explaining the process through which new ideas, programs, and innovations
spread among a population. The theory posits that the spread of new innovations
follows a pattern of five stages: awareness, interest, evaluation, trial, and adoption.
In the context of the study, the Diffusion of Innovation Theory can be applied to the
awareness and adoption of the DRR "Kaya Naten" Caravan among the teachers in
the Municipality of Malabon. The results of the study indicate that the level of
60
awareness of the teachers in regards to the DRR "Kaya Naten" Caravan is partially
aware, with a composite mean of 2.14. This suggests that the teachers have some
knowledge of the program, but not enough to make a complete evaluation or
adoption.
From the quantitative data, it is evident that the teachers have a partially aware
understanding of the DRR Kaya Naten Caravan in terms of Program Accessibility,
Public Relations, and Program Components. This can be categorized as the early
majority stage in the diffusion process, where people are more cautious in
accepting new ideas and need more information before they adopt.
As described by Rogers (2003), early majority individuals are more skeptical of new
ideas and more likely to wait for others to try them out first. This aligns with the
findings from the quantitative data, which suggest that the teachers are partially
aware of the DRR Kaya Naten Caravan and may need more information before
they adopt. The qualitative data also supports this, as the respondent
highlighted the need for alternative means of communication to reach all of
the target populations effectively. To quote “Make the program public through
the Bandilyo Approach and the use of flyers” Putting emphasis on the
community approach and traditional means of public relations for
communication.
61
According to the theory, once a new innovation becomes known to a population,
individuals begin to evaluate it and consider its potential benefits and drawbacks.
This stage of evaluation is critical in determining whether an individual will eventually
adopt the innovation. The semi-structured interviews with the Public Information
Officer provide additional insights into the factors that influence the
evaluation and adoption of the DRR "Kaya Naten" Caravan among the
teachers. To quote “Community support is the challenge” pertaining to the
adoption of possible innovations in the public relations strategy of the DRR
Caravan.
Based on the results, alternative strategies can be proposed to improve the public
relations of the DRR "Kaya Naten" Caravan, which can be used to increase its
diffusion and adoption among the teachers. For example, the results may suggest
that the MDRRMO could improve its program accessibility by providing more
information about the program to the teachers, or by partnering with schools
to provide training and resources. Additionally, the results may suggest that the
MDRRMO could improve its public relations efforts by providing regular
updates about the program and its progress, or by hosting community events
to engage with the teachers and other stakeholders. This method is achieved
according to the Public Information Officer by “Having a Designated Public
Relations Officer in each barangay” as it results in linear information
dissemination with the Municipality and ultimately successful public service.
62
The quantitative data provides a numerical representation of the teachers'
awareness of the DRR Kaya Naten Caravan, while the quantitative data provides a
more in-depth understanding of the teachers' perspectives and experiences. The
qualitative data highlights the limitations of the current public relations strategy
of the DRR “Kaya Naten” Caravan, which is heavily dependent on social
media, and may not reach all of the target populations effectively. This is in
contrast to the quantitative data, which suggests that the teachers are partially
aware of the DRR Kaya Naten Caravan, despite the limitations in the public relations
strategy.
The Diffusion of Innovation Theory highlights the role of communication in promoting
innovations and overcoming any challenges or barriers to adoption. The findings
from the study suggest that the current public relations strategy is limited and
may not be effective in reaching all of the target populations. This highlights
the importance of considering alternative means of communication to promote
the DRR Kaya Naten Caravan and overcome any barriers to adoption.
Based on the findings, public relations practitioners can make the following
recommendations to effectively promote the DRR Kaya Naten Caravan:
● Consider alternative means of communication, such as personal visits,
posters, and flyers, to reach those who may not have access to social media.
63
● Increase manpower particularly by designating a Public Relations Officer per
barangay for the discharge of information disseminations functions.
● Engage the community through interactive activities and events, such as
workshops and drills, to increase their awareness and understanding of the
DRR Kaya Naten Caravan.
● Evaluate the effectiveness of the current public relations strategy and make
any necessary changes to ensure that the DRR Kaya Naten Caravan is
reaching its target populations effectively.
By following these recommendations, public relations practitioners can effectively
use the Diffusion of Innovation Theory to promote the DRR Kaya Naten Caravan
and overcome any challenges or barriers to adoption.
In conclusion, the Diffusion of Innovation Theory can be used to explain the
spread of the DRR "Kaya Naten" Caravan among the teachers in the Municipality of
Malabon, and to provide insights into the strategies that could be used to improve its
public relations and increase its adoption. The results of the study suggest that while
the teachers are partially aware of the program, there is room for improvement in
terms of increasing its diffusion and adoption.
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CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter presents a comprehensive summary of the findings, conclusions
based on the hypothesis presented, and recommendations derived from the
research study aimed at describing the current situation of the public relations
strategy of the DRR Caravan in Malabon City and identifying possible areas of
improvement.
Specifically, the study answered the following:
1. What is the profile of the respondents in terms of:
● Name
● Age
● Name of School
● Years of Teaching
● Type of School
2. What is the level of awareness of teachers in regards to the DRR “Kaya Naten
Caravan” in terms of the following:
a. Program Accessibility
b. Public Relations
65
c. Program Components
3. Is there a significant difference between the respondents demographic profile and
the level of awareness of teachers with regards to the DRR “Kaya Naten” Caravan?
4. What are some alternative strategies that the MDRRMO can employ to improve
the public relations of the DRR “Kaya Naten” Caravan?
The descriptive sequential explanatory mixed method design was employed
through the use of survey questionnaires to determine the respondents’ profile, and
level of awareness in regards to the various aspects of the Disaster Risk Reduction
Caravan. Respondents consisted of 82 teachers obtained from the total population
of 103 in elementary to senior high public and private schools in the Municipality of
Malabon.
Quantitative method of gathering data was employed through a 4-point Likert
scale response questionnaire to determine the demographic profile of the
respondents and their level of awareness in regards to the Disaster Risk Reduction
Kaya Natin Caravans’ program accessibility, public relations, and program
components. Frequency counting and Percentage, Weighted Mean, Standard
Deviation, Independent Sample T-Test, and One-Way ANOVA were utilized to
analyze the data and come up with the tables which represented the responses of
the respondents. Qualitative method of data gathering was also utilized in the form
of semi-structured interviews with personnel from the Malabon Disaster Risk
Reduction Office, and the Barangay Public Information Officer.
66
Findings:
These findings were established based on the survey responses combined
with the suggestions and answers provided by the key informant:
Demographics
1. The demographic profile of the respondents yielded that the majority of
teachers are between the ages of 26-32, with nearly 41.6% of respondents
falling within the said age group. Those aged 33-39 years old comprise
28.05% are the second largest age group, while following in third are those
aged from 18-25, which account for 15.85% of the population, and the last
age group, those that fall within the age parameters of 40-47 merely comprise
14.63% of the population. By type of school, respondents and by relation their
respective schools, would be 78.05% fall within the private sector, while
21.95% are in the public sector. And finally, by years of teaching, the largest
that strata the comprises 30.49% of respondent teachers have only teached
1-2 years, followed by 29.47% of teachers who have only teached 2-4 years,
in third place are those who have teached for 5+ years with 28.05% of the
population, and finally in last place would be those who have teached for less
than a year with 12.20% of the population.
This points to the fact that the majority of the respondents are 26-32
years of age, employed in a private learning institution, and have been in the
field of teaching for 1-2 years. The Disaster Risk Reduction Caravan imposes
67
no qualifications or any form of requirements on teacher beneficiaries, as the
program embraces inclusivity in order to include as many of the target
beneficiaries.
2. The Level of Awareness of Respondents of the DRR “Kaya Naten” Caravan
in terms of:
A. Program Accessibility
The results from the survey indicated that the level of awareness
among teachers regarding the accessibility of the DRR Kaya Naten Caravan
is partially aware, as indicated by a composite mean score of 2.14. The data
showed that the respondents were more aware of the Malabon Disaster Risk
Reduction Management Office (MDRRMO) and its Disaster Preparedness
and Response, Information and Education Campaign with the highest mean
score of 2.87. However, the least awareness was shown for statement eight,
which pertains to the total number of participants that the DRR "Kaya Naten"
Caravan can accommodate, with a mean score of 1.62, also interpreted as
partially aware. In conclusion, the respondents were generally partially aware
of the Malabon Disaster Risk Reduction Office and its Disaster Risk
Reduction Campaigns, meaning that there is significant room for
improvement in terms of awareness of the program's accessibility according
to the Diffusion Theory. No respondents were found to be fully aware of the
information regarding the program's accessibility.
68
B. Public Relations
The data provides that the level of awareness of teachers in regards to the
Disaster Risk Reduction Caravan in terms of public relations resulted in
teachers being partially aware of the public relations strategy employed by the
Malabon Disaster Risk Reduction Office for its Disaster Risk Reduction
Program. Most of the respondents are aware of the MDRRMO having a
facebook page with a mean of 2.82, while respondents are least aware that
the MDRRMI has coordinators located in each barangay for their community
relations. In general, respondents are only partially aware of the public
relations of the program and the entailed strategies employed to disseminate
information to the public by the MDRRMO in regards to its DRR Caravan
Program. Applying the Diffusion Theory, the current level of awareness of the
respondents in regards to the public relations strategy of the program can be
made as a baseline to which efforts to improve the public relations strategy
can be based as to better ascertain specific aspects that need developing,
one such example as pointed out by the DRR Public Information specialist is
that of community relations, which if improved would yield better community
support and participation in the DRR Kaya Natin Caravan.
C. Program Components
The findings reveal that the level of awareness of teachers with regards to
the program components of the Disaster Risk Reduction Caravan is partially
69
aware. The survey results showed that the respondents are most aware of the
DRR Kaya Naten program teaching disaster preparedness through interactive
activities such as games and drills, while they have the least awareness of the
program teaching alternative financial aspects after a disaster. According to the
Diffusion Theory, to successfully adopt a new concept or idea, there must be
interest, and to generate interest among the target beneficiaries, they must have a
good understanding of the program components. By increasing awareness of the
program components, there would be an increase in interest and desire to
participate among the target beneficiaries such as teachers, students, and parents
in the City of Malabon. To improve the public relations strategies of the DRR Kaya
Natin Caravan, there will be a need for public relations strategies that effectively
showcase its components through a variety of mediums designed to reach the
maximum number of target beneficiaries. This will require a diversified approach to
public relations, including community relations and traditional public relations.
3. The results showed that there is a significant difference between the
respondents' demographic profile in terms of type of school profile and the
level of awareness. Overall results using Independent t-test on type of school
profile expressed p values less than 0.05 level of significance, therefore reject null
and accept alternative hypotheses. This indicates that the organization can focus
on increasing awareness among teachers from different types of schools, so that
all teachers are informed about the DRR program. Secondly, the results showed
70
that there is no significant difference between the respondents' demographic
profile in terms of age profile and years of teaching profile and the level of
awareness. Overall results using One Way ANOVA in terms of age profile showed
p values greater than 0.05 level of significance, accept null and reject alternative
hypotheses. This implies that the level of awareness is not dependent on these
factors and the organization can focus on increasing awareness among teachers
regardless of their age and years of teaching experience.
4. Based on the findings of the study, there are several alternative strategies that
the Malabon Disaster Risk Reduction Office (MDRRMO) can employ to improve
the public relations of the DRR "Kaya Naten" Caravan. These strategies include
focusing and expanding target demographics, improving program accessibility,
enhancing public relations efforts, and increasing awareness of program
components. The accessibility of the DRR "Kaya Naten" Caravan is also a key
factor in improving its public relations. The researchers recommend that the event
be held more than once a year to increase the number of possible attendees and
enable public relations measures to be active for a longer duration, meaning more
of the target beneficiaries can be informed. Furthermore, the possibility of holding a
DRR Caravan per barangay can be explored as this would mean a grass-roots
community approach, which according to a DRR public information expert, can be
reinforced by community relations public relation strategy, one such example
mentioned as the Bandilyo approach which was used during the COVID
71
lockdowns. Improving public relations is another strategy that the MDRRMO can
employ to enhance the visibility of the DRR "Kaya Naten" Caravan. Based on the
findings of the survey, it is recommended that the MDRRMO improves the
awareness and understanding of the teachers in regards to the accessibility of the
program. This can be done through various public relations strategies, such as
conducting information drives, instituting greater school partnerships. In addition,
the MDRRMO can also use various mediums, such as posters, brochures, and
online platforms, to increase awareness and disseminate information about the
program's accessibility. Additionally, the MDRRMO can also seek to collaborate
with schools and other institutions to reach a wider audience and provide more
information about the program's accessibility to teachers, students, and parents in
the City of Malabon. To further improve awareness and accessibility, the
MDRRMO can also conduct periodic evaluations to assess the effectiveness of
their strategies and identify areas for improvement. Finally, increasing awareness
of the program components is another important strategy that the MDRRMO can
employ to enhance the public relations of the DRR "Kaya Naten" Caravan. The
researchers found that there is a significant difference in regards to the type of
school the respondent population belonged to and the level of awareness. Based
on the findings of the survey, it is recommended that efforts be made to increase
awareness of the program components among the target beneficiaries. This can
be done by improving the public relations strategies of the program and utilizing a
diversified approach to public relations that includes community relations and
72
traditional public relations. The aim should be to effectively showcase the program
components through a variety of mediums designed to reach the maximum
number of target beneficiaries. This will increase interest and participation among
teachers, students, and parents in the City of Malabon. By doing so, the DRR Kaya
Natin Caravan will be able to achieve its goal of promoting disaster preparedness
and resilience among the communities it serves. In conclusion, the findings of the
survey provide valuable insights into the strategies that the MDRRMO can employ
to improve the public relations of the DRR "Kaya Naten" Caravan. By focusing on
demographics, program accessibility, public relations, and program components,
the MDRRMO can ensure that their efforts are targeted and effective in reaching
their target beneficiaries. Implementing these recommendations will not only help
increase awareness and accessibility of the program but also improve the public
perception of the DRR Kaya Natin Caravan, which is essential for promoting
disaster preparedness and resilience in the communities it serves.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. In conclusion, the demographic profile of the respondents in the study showed
that the majority of teachers are young and employed in the private sector, with most
of them having only a few years of teaching experience. The findings of this study
provide valuable insights into the age, type of school, and years of teaching
experience of the target beneficiaries of the Disaster Risk Reduction Caravan.
73
These insights can be used by the Malabon Disaster Risk Reduction Office
(MDRRMO) to improve the public relations of the DRR "Kaya Naten" Caravan by
tailoring their efforts to the target demographic. The MDRRMO's goal of promoting
disaster preparedness and resilience in the communities it serves can be effectively
achieved through inclusivity, as the program does not impose any qualifications or
requirements on the teachers.
2. In conclusion, the results from the survey on the awareness of the Disaster Risk
Reduction Caravan (DRR Kaya Naten) among teachers in the City of Malabon
revealed that the respondents were partially aware of the program's
accessibility, public relations, and components. The highest level of awareness
was observed for the DRR Kaya Naten program teaching disaster preparedness
through interactive activities, while the lowest was for the program teaching
alternative financial aspects after a disaster. The findings suggest that there is
significant room for improvement in terms of awareness of the program,
especially in the areas of accessibility and public relations. To increase interest
and participation among the target beneficiaries, it is recommended to improve the
public relations strategies of the DRR Kaya Natin Caravan by effectively showcasing
its components through a variety of mediums and diversifying the approach to public
relations, including community relations and traditional public relations. The results
can serve as a baseline for future efforts to improve the public relations and
accessibility of the DRR Kaya Naten Caravan program.
74
3. Based on the results from the analysis of the significant difference between the
respondents' demographic profile, it can be concluded that there is a significant
difference between the type of school profile and the level of awareness of teachers
with regard to the DRR Kaya Naten Caravan. However, no significant difference was
found between the age profile and the level of awareness or between the years of
teaching profile and the level of awareness. These results suggest that the type of
school is a significant factor in determining the level of awareness of teachers
regarding the DRR Kaya Naten Caravan. Further research can be conducted to
understand why this significant difference exists and what can be done to improve
the level of awareness among teachers in other types of schools.
4. In conclusion, the research findings have provided valuable insights into the
strategies that the MDRRMO can employ to improve the public relations of the DRR
"Kaya Naten" Caravan. By focusing on demographics, program accessibility, public
relations efforts, and program components, the MDRRMO can ensure that their
efforts are targeted and effective in reaching their target beneficiaries. Increasing the
frequency of the program, expanding it to a barangay basis, and improving public
relations efforts are some of the key recommendations made by the researchers.
These strategies aim to increase the visibility and accessibility of the program and
help to promote disaster preparedness and resilience among the communities it
serves. Additionally, the MDRRMO can also seek to collaborate with schools and
75
other institutions to reach a wider audience, improve awareness of the program
components, and assess the effectiveness of their strategies through periodic
evaluations. By implementing these recommendations, the DRR Kaya Natin
Caravan will be able to achieve its goal of promoting disaster preparedness and
resilience among the communities it serves.
Recommendations
The following are the recommendations of the study based on the findings
and conclusions:
1. Based on the findings from the demographic profile of the respondents, it
can be recommended that the Disaster Risk Reduction Caravan should
continue to implement its inclusive approach in terms of qualifications
and requirements for its teacher beneficiaries. This way, the program
can cater to a wider range of teachers, regardless of their age, type of
school, or years of teaching. Additionally, it may be recommended to
focus on increasing the program's visibility among younger teachers
in the private sector who have only been teaching for 1-2 years. This
demographic makes up the majority of the respondents who were already of
the DRR Kaya Natin Caravan, and it would be beneficial further their
awareness and understanding of the program to advance their level of
awareness especially taking into account that the said population comprises
a significant percentage of the population. Efforts to increase the program's
76
visibility among this group can include targeted advertising campaigns and
partnerships with private learning institutions. Finally, it may also be
beneficial to consider offering training and professional development
opportunities to teachers who have been in the field for less than a
year. This will not only enhance their teaching skills but also increase their
awareness of the importance of disaster risk reduction, which they can then
impart to their students.
2. The Level of Awareness of Respondents of the DRR “Kaya Naten” Caravan
in terms of:
a. Program Accessibility - The researchers would like to recommend
that the event be held more than once a year as to increase the
number of possible attendees and enable public relations
measures to be active for a longer duration which would mean
more of the target beneficiaries can be informed. Furthermore,
the possibility of holding a DRR Caravan per barangay can be
explored as this would mean a grass-roots community approach that
according to a DRR public information expert can be reinforced by
community relations public relation strategy, one such example
mentioned is the Bandilyo approach which was used during the
COVID lockdowns.
77
b. Public Relations - Based on the findings of the survey, it is
recommended that the Malabon Disaster Risk Reduction Office
(MDRRMO) improves the awareness and understanding of the
teachers in regards to the accessibility of the DRR Kaya Naten
Caravan. This can be done through various public relations
strategies, such as conducting information drives, and strengthening
school partnerships . In addition, the MDRRMO can also use
various mediums, such as posters, brochures, and online
platforms, to increase awareness and disseminate information
about the program's accessibility. Additionally, the MDRRMO can
also seek to collaborate with schools and other institutions to
reach a wider audience, and provide more information about the
program's accessibility to teachers, students, and parents in the
City of Malabon. To further improve awareness and
accessibility, the MDRRMO can also conduct periodic
evaluations to assess the effectiveness of their strategies, and
identify areas for improvement.
c. Program Components - Based on the findings of the survey, it is
recommended that efforts be made to increase awareness of the
program components of the Disaster Risk Reduction Caravan
among the target beneficiaries. This can be done by improving the
78
public relations strategies of the program and utilizing a diversified
approach to public relations that includes community relations
and traditional public relations. The aim should be to effectively
showcase the program components through a variety of mediums
designed to reach the maximum number of target beneficiaries. This
will increase interest and participation among teachers, students, and
parents in the City of Malabon. By doing so, the DRR Kaya Natin
Caravan will be able to achieve its goal of promoting disaster
preparedness and resilience among the communities it serves.
3. Based on the results of our statistical analysis, we are able to make several
recommendations to improve the level of awareness among teachers about
the Disaster Risk Reduction (DRR) Kaya Naten Caravan program. Given
these findings, the organization should focus on developing and
implementing effective public relations and communication strategies to
increase the visibility and understanding of the DRR Kaya Naten Caravan
program. This can include regular updates and information sessions, as
well as utilizing different communication channels such as online platforms,
posters, and brochures. By doing so, the organization can effectively
increase awareness among teachers about the program and its objectives.
Finally, although this study provides valuable insights into the level of
awareness among teachers about the DRR Kaya Naten Caravan, future
79
research can consider expanding the sample size and incorporating other
factors such as teachers' professional background and training. This will
provide a more comprehensive understanding of the issue and inform
potential areas of improvement for the program. In conclusion, the results of
this study suggest that there is a need to focus on increasing awareness
among teachers about the DRR Kaya Naten Caravan program and that
future research should expand on the current findings to further understand
the issue.
The following recommendations can be made for future researchers looking to
continue and address the areas of improvements for this research:
● Sample size: To overcome the limitation of the small sample size,
future studies can consider increasing the sample size to provide a
more comprehensive understanding of the public relations strategy of
the DRR “Kaya Naten” Caravan. This will provide a more
representative sample of the target population and increase the
generalizability of the results.
● Expert insights: To address the limitation of relying on the insights of
one expert in the field of public relations, future studies can consider
incorporating multiple perspectives and insights from experts in
different fields relevant to disaster risk reduction. This will provide a
80
more comprehensive understanding of the issue and increase the
validity of the results.
● Generalizability: To address the limitation of the data being limited to
the perspectives and experiences of teachers in the Municipality of
Malabon, future studies can consider incorporating additional
populations and contexts to increase the generalizability of the
results.
● Program aspects: To address the limitation of the study only focusing
on the public relations aspect of the DRR Caravan, future studies can
consider examining other important aspects such as implementation
and effectiveness of the program. This will provide a more
comprehensive understanding of the DRR Caravan and its impact on
disaster risk reduction.
In conclusion, the limitations of this study highlight the need for further
research to provide a more comprehensive understanding of the DRR Caravan
and its impact on disaster risk reduction. By addressing the limitations, future
studies can provide more accurate and reliable insights into the public relations
strategy of the DRR Caravan and inform potential areas of improvement.
81
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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

“Disaster Risk Reduction Kaya Natin Caravan” Program in the City of

Malabon: Basis for Public Relations Improvement

Research Study presented to Prof. Alexander Gonzales

RESEARCH IN PUBLIC ADMINISTRATION 1

Campos, Miguel Luis C.

Guinto, Josiah Vonn Gabrielle A.

Silvestre, Aira Marie

TITLE PAGE …………………………………………………………………… i

TABLE OF CONTENTS ……………………………………………………… ii

LIST OF TABLES ……………………………………………………………..

LIST OF FIGURES ……………………………………………………………

CHAPTER 1 THE PROBLEM AND ITS BACKGROUND

CHAPTER 2 REVIEW OF RELATED LITERATURE

Synthesis of the Review of Related Literature

CHAPTER 4 RESULTS AND DISCUSSION

CHAPTER 5 SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

PROBLEM AND ITS BACKGROUND

can be communicated to a global audience through various platforms such as the

flow of information, have created an ocean of information that shapes public

defined as a strategic communication process that builds mutually beneficial

relationships between organizations and their publics (PRSA, 2016). Public

Relations is used to shape public awareness and opinion by establishing

relationships and guiding discourse around a particular issue. It is a fundamental

aspect of shaping public perceptions and awareness.

The scope of Public Relations is vast, encompassing various sectors and

transcending traditional communication methods. There are several forms of Public

Relations, including online and social media, traditional media, strategic

communications, community relations, internal communications, and public affairs

(Comit, 2019). As the information age has created an interconnected world,

governments are increasingly relying on Public Relations to communicate important

The Background of the Study

and vulnerable to natural disasters. The Philippines experiences an average of 20

educated on disaster risk reduction techniques and first aid training.

Reduction Caravan,” an annual program aimed at educating youth, parents, and

natural disasters. The program includes activities such as earthquake and

recovery strategies. The program is planned and carried out by partner

organizations and managed and coordinated by the MDRRMO. However, the

be aware of and participate in the program.

Risk Reduction Caravan, including different types of public relations, to improve

disaster risk reduction knowledge and skills.

The theoretical framework serves as the backbone of a research study,

providing a comprehensive understanding of the underlying theories and models that

support the research problem under investigation. It encompasses all relevant

knowledge components, offering a structured and logical explanation for the

existence of the research problem being studied.

Diffusion of Innovation Theory

The theoretical framework for this research is based on the Diffusion of

understanding the communication and adoption of innovations within a social

awareness, interest, evaluation, trial, and adoption. Awareness refers to introducing

the innovation to individuals or making them aware of a product or idea. Interest

involves persuading them to evaluate it, evaluation requires examining the

The Diffusion of Innovation Theory, as proposed by Rogers (2003), offers

valuable insights for public relations practitioners in terms of understanding audience

segments, developing effective communication strategies, measuring the success of

tailor their messages and approaches to effectively promote innovations.

Understanding audience segments is crucial for public relations practitioners

in developing their strategies. By recognizing the unique characteristics of different