Philippine E-Journals

Effectiveness of Communication Strategies of Biñan LGU in Promoting Community Readiness for “The Big One”

Jeam Carlo C. Pablo | Joanne Nicole E. Garcia | Kaye Ann Izabel M. Serrano

 

Abstract:

With the news about a 7.2 magnitude earthquake started surfacing, and earthquakes suddenly happening across the country, the authorities are doing their job to prepare and educate the people for the incoming calamity. The said earthquake is called “The Big One”. This study determined the communication strategies of Biñan LGU and evaluate its effectiveness in promoting community readiness in Juana Complex 3A and 3B, San Francisco, Biñan. in terms of accessibility, functionality, and clarity. An interview with the Biñan LGUs who were in charge of initiating promotion about preparing for calamities was conducted to find out their communication strategies. After analyzing the results of the interview using thematic analysis, the researchers conducted a survey for the residents of Juana 3 in San Francisco, Biñan. The results from the qualitative data indicated that the message of the Biñan LGUs was to prepare for “The Big One”. To send these messages to the residents, they used a multi-level channel through Biñan CDRRM, City Marshalls, and SFERU. They utilized both the traditional and non-traditional media approaches. As for the quantitative data results, it showed that the communication strategies used by the LGUs are indeed effective. For the recommendation, the researchers encouraged Biñan LGUs to continue with their good work in facilitating IEC in the community, to propose and improvise other communication strategies and involve all the members of the community, near or far the proximity of the fault line. Future researchers may also conduct a comparative analysis of the community’s perception of effectiveness when they are grouped according to fault line proximity and length of residency.