BIBLIOGRAPHY LENGUAJE, NOEL A. APRIL...
BIBLIOGRAPHY
LENGUAJE, NOEL A. APRIL 2013. LTWD Calendar as a Communication
Channel for the La Trinidad Water District Advocacies. Benguet State University, La
Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
The study aimed to document processes involved in the communication channel
employed by La Trinidad Water District for their advocacies and to determine its
effectiveness.
Specifically, the study aimed to identify the respondents’ socio-demographic
profile; identify the methods used by La Trinidad Water District for information
dissemination; determine the advocacies of La Trinidad Water District; determine the basis
for choosing calendar as a channel for their advocacies; identify the processes being
followed by La Trinidad Water District in preparing the calendar; evaluate the content of
the calendar; and enumerate the suggestion or comments of the respondents for the
improvement of La Trinidad Water District calendar.
The researcher conducted key informant interview with Mr. Oliver Taule and Mrs.
Lourdes Lacamen to obtain necessary information for the study. In addition, evaluation
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
questionnaires were administered to the selected respondents for the evaluation and
suggestions and comments for the improvement of the calendar.
Majority of the respondents were female. More than half of them were college level
and majority belonged to 18-28 age bracket. Moreover, majority of the respondents were
residential users.
Print media such as flyers, posters, and calendar were used by La Trinidad Water
District to disseminate information to their clients aside from the orientation intended for
new customers. The calendar was chosen as a channel because of its usability and cost-
efficiency.
Moreover, almost all of the La Trinidad Water District advocacies were water
related such as issues on typhoons, floods and water conservation.
On the other hand, La Trinidad Water District followed several processes in
preparing the calendar. Processes included were ideation of the committee, the information
collection, presentation of information, printing press selection, production of the material,
distribution of the calendar and the evaluation.
In terms of understanding the content, the respondents strongly agreed that the
calendar gave beyond the set criteria for the evaluation. Meanwhile, respondents agreed to
the terms used in the calendar. In contrary to this, some respondents during the evaluation
said that some terms in the calendar such as encroachment and levees were very technical.
They also agreed with regards to the sources of the information, including the conciseness
and relevance of information.
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Comparing the results from the other criteria, the elements placed particularly the
color and graphics in the calendar got a disagree remark. Based on the follow up interviews
conducted, the color and graphic elements placed in the calendar were identified by the
respondents that need more improvements.
Although most of the respondents agreed in the criteria given, there were points for
improvements of the calendar commented and suggested by the respondents especially on
the layout, color and graphics.
It is recommended that La Trinidad Water District should involve their clients in
the planning committee for sound decision making. It is also recommended that the said
institution may use other forms of evaluation and channels.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
INTRODUCTION
Rationale
Today, there are many business institutions that provide products and services that
cater to the needs of the community. The aim of these small and big businesses is not mainly
to gain profit but to protect the environment through their Corporate Social Responsibility
(CSR). Through their CSR, they created campaigns or advocacies to address certain social
issues.
Communication is a powerful process to address major development issues. Health,
economic, child rights, population growth, gender equality and other issues are
significantly determined by social environment, availability of information, levels of
personal skills and quality of support from friends and family. Communication capacity in
today’s world provides opportunities to improve these factors (Schramm, 1948).
The development of communication materials is one of the best tools for a group,
organization and institution to communicate their messages. Through these materials, the
relationship of the clients and the group or institution is strongly built.
Communication materials are essential for a successful team or business. Creating
effective communication materials will help direct and inspire the members of the team or
organization. Without these materials, confusion, frustration and lack of motivation may
occur. The ability to hand hard copy materials to the team or organizational members gives
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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them the power to read the information for their clarification and personal development
(Papa, 2010).
Katz (1995) added that major communication channels play an important role in
shaping the social environment. Healthy communication involves working partnership with
people and organizations that are central to how a nation and community communicates.
Given these importance, the La Trinidad Water District developed several
communication materials that will help their clients in meeting their needs through the
services they offer. There were three posters that were developed regarding their water
connection and delivery services and guidelines on availing discounts for senior citizens.
Another material distributed by LTWD was their yearly calendar given to their clients
every first working week of December. The communication materials that were developed
were used to communicate the services and to get some feedbacks from their clients.
The La Trinidad Water District (LTWD) is one of the essential institutions that
serve not only the La Trinidad residents but also nearby areas of Benguet. With their slogan
"Water for All is our Goal", the institution provides water supply to the Barangays of La
Trinidad to meet the needs of their clients for water consumption.
To open their services and impart their advocacies to their clients, the La Trinidad
Water District created calendars as a medium for information dissemination. Aside from
the institution name, address, slogan and contact numbers, the calendar also included topics
related to water conservation and water related issues that give knowledge to their clients.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
To evaluate the calendar as a communication channel, there is a need to study the
processes done by La Trinidad Water District in developing communication material for
their advocacies.
Statement of the Problem
Generally, this study aimed to document processes involved in the communication
channel employed by La Trinidad Water District for their advocacies and to determine its
effectiveness.
Specifically, the study answered the following questions:
1.
What is the socio-demographic profile of the respondents?
2.
What are the methods used by La Trinidad Water District for information
dissemination?
3.
What are the advocacies of La Trinidad Water District?
4.
What is the basis for choosing calendar as a channel for their advocacies?
5.
What are the processes followed by La Trinidad Water District in preparing
the calendar?
6.
What is the evaluation of the respondents on the calendar produced by
LTWD?
7. What are the suggestions or comments of the respondents for the improvement of
the calendar?
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Objectives of the Study
Generally, this study aimed to document processes involved in the communication channel
employed by La Trinidad Water District for their advocacies and to determine its
effectiveness.
The specific objectives of the study are to:
1. identify the respondents socio-demographic profile;
2. identify the methods used by La Trinidad Water District for information
dissemination;
3. determine the advocacies of La Trinidad Water District;
4. determine the basis for choosing calendar as a channel for their advocacies;
5. identify the processes being followed by La Trinidad Water District in preparing
the calendar;
6. evaluate the content of the calendar; and,
7. enumerate the suggestion or comments of the respondents for the improvement of
La Trinidad Water District calendar.
Importance of the Study
The results of the study may aid, not only for La Trinidad Water District but also other
local institutions, in the development of their communication material for their advocacies.
The study may serve as a guide or basis for the proper strategies and layouting of materials.
It may also help in facilitating and monitoring of the communication materials. In addition,
the result may be also used to evaluate future communication materials.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
On the other hand, the study results may serve as reference for future research or similar
type of research by the students and other researchers.
Scope and Limitation of the Study
The study focused on the communication material specifically the calendar of La
Trinidad Water District (LTWD) as a communication channel for their advocacies. It also
focused on the methods used by LTWD in disseminating information. It also includes the
effectiveness of the communication channel. The study also focused on the content of the
communication material. The study also deals with the processes undergone by the La
Trinidad Water District in developing their communication material. The study also
focused on the advocacies of La Trinidad Water District.
On the other hand, the study was conducted in the selected barangays of La
Trinidad, Benguet only. The respondents were LTWD clients which ages ranging from 18
and above.
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REVIEW OF LITERATURE
Communication is a vital element of a society as it is used to disseminate
information and promote understanding among members of society (Manzano, 2008). In
addition, Braid (1983) said that most important units in governmental agencies operate
from a central unit. Their principal function is to support the institutions in diffusing
information to the public and creating awareness of their activities.
According to Dacsig (2008), the effectiveness of communication in the
socioeconomic development of a particular area or community is very important. It is the
basis for sound decision making and possibly determines the achievement of set of goals
and objectives. It is a vital component of awareness and unity of the people.
La Trinidad Water District as an Institution
An institution is any structure or mechanism of social order and cooperation
governing the behavior of a set of individuals within a given human community.
Institutions are identified with a social purpose and permanence, transcending individual
human lives and intentions, and with the making and enforcing of rules governing
cooperative human behavior (Seumas, 2007). La Trinidad Water District (LTWD) is a
service providing institution. For long years of services it offered, it already built up a
strong foundation.
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According to LTWD (2012), the original water system facilities were constructed
by the defunct La Trinidad Municipal Waterworks System and the Trinidad Agricultural
School, now Benguet State University.
In June 26, 1979, the Sangguniang Bayan of La Trinidad passed Resolution No. 54
s. 1979 creating the La Trinidad Water District covering the different barangays of the
municipality and transferring all of its existing water system facilities to the District.
The Local Water Utilities Administration, the umbrella organization of water
districts issued the LTWD’s Conditional Certificate of Conformance in November 5, 1979.
The head agency is the Board whose function is limited to policy-making, it does
not engage in the detailed management of the district. The local water district Board is
represented by different sectors, namely; Business, Civic, Education, Professional and
Women’s.
As of December 2012, La Trinidad Water District is serving 12,998 metered
connections comprising: 128 government institutions, 564 Commercial/Industrial, 200
Commercial A, 266 Commercial B, and 11, 840 Residential water users. These are being
supplied with water from two spring sources namely: Ampasit and Lubas spring and eleven
deep wells (LTWD, 2012).
Corporate Social Responsibility
Corporate Social Responsibility (CSR) is defined by Baker (2004) as how
companies manage the business processes to produce an overall positive impact on society.
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She added that companies need to answer to two aspects of their operations: (1) the quality
of their management - both in terms of people and processes (the inner circle) (2) the nature
of, and quantity of their impact on society in the various areas.
Furthermore, Corporate Social Responsibility is the continuing commitment by
business to behave ethically and contribute to economic development while improving the
quality of life of the workforce and their families as well as of the local community and
society at large (Holme and Watts, 2000).
According to Riley (2012), there are four main parts to CSR that includes (1)
economic which is the responsibility to earn profit for owners (2) legal which is the
responsibility to comply with the law (3) ethical which is not acting just for profit, but
doing what is right, just and fair and (4) voluntary or philanthropic which is promoting
human welfare and goodwill being a good corporate citizen contributing to the community
and quality of life.
Riley (2012) concluded that CSR involves (a) conducting business in an ethical way
and in the interests of the wider community (b) responding positively to emerging societal
priorities and expectations (c) a willingness to act ahead of regulatory confrontation (d)
balancing shareholder interests against the interests of the wider community and (e) being
a good citizen in the community.
Advocacy is one form of CSR. Advocacy is action that aims to change laws,
policies, practices and attitudes. Advocacy actions are usually directed at decision makers
who hold the power to implement the change required, for example governments or private
actors such as water companies. Advocacy can also be directed towards changing public
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opinion to support and issue or cause, or take a specific form of action to put pressure on
decision makers. The media is a key outlet for this (freshwater action.net, 2000).
Communications role is obviously critical in the development of new ideology. An
improved system of distribution of information literacy skills and rationality to improve
people’s ability to interact and utilize information and the strengthening of links which
connect people and institution (Braid, 1983).In addition, communication messages have to
be focused on specific goals and should be constantly reinforced by all available channels.
However, Braid (1983) added that communication effectiveness depends on such
factors as relationship between communicators, timing of the message, choice of
appropriate delivery systems, situation in which communication takes place, ability to
interpret cultural norms and values into appropriate symbol systems and effective and
appropriate use of technology.
Communication Channels
In an organization, information flows forward, backwards and sideways. This
information flow is referred to as communication. Communication channels refer to the
way this information flows within the organization and with other organizations (Tutorials
Point, 2013).
Furthermore, Tutorials Point (2013) identified the different types of communication
channels which includes:
Formal communication channels. A formal communication channel transmits
information such as the goals, policies, and procedures of an organization. Messages in this
type of communication channel follow a chain of command. This means information flows
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from a manager to his subordinates and they in turn pass on the information to the next
level of staff. An example of a formal communication channel is a company's newsletter
which gives employees as well as the clients a clear idea of a company's goals and vision.
It also includes the transfer of information with regard to memoranda, reports, directions,
and scheduled meetings in the chain of command. Other examples are business plan,
customer satisfaction survey, annual reports, employer's manual, and review meetings.
Informal communication channels. Within a formal working environment, there
always exists an informal communication network. The strict hierarchical web of
communication cannot function efficiently on its own and hence there exists a
communication channel outside of this web. While this type of communication channel
may disrupt the chain of command, a good manager needs to find the fine balance between
the formal and informal communication channel. An example of an informal
communication channel is lunchtime at the organization's cafeteria/canteen. Here, in a
relaxed atmosphere, discussions among employees are encouraged. Also managers
walking around, adopting a hands-on approach to handling employee queries is an example
of an informal communication channel. Quality circles, team work, different training
programs are outside of the chain of command and so, fall under the category of informal
communication channels.
Unofficial communication channels. Sometimes, communication that takes place
within an organization is interpersonal. While minutes of a meeting may be a topic of
discussion among employees, sports, politics and TV shows also share the floor. The
unofficial communication channel in an organization is the organization's 'grapevine'. It is
through the grapevine that rumors circulate. Also those engaging in 'grapevine' discussions,
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often form groups which translate into friendships outside of the organization. While the
grapevine may have positive implications, more often than not information circulating in
the grapevine is exaggerated and may cause unnecessary alarm to employees. A good
manager should be privy to information circulating in this unofficial communication
channel and should take positive measures to prevent the flow of false information. An
example of an unofficial communication channel is social gatherings among employees.
According to Braid (1983), there is an evident upsurge of interest in the use of
communication to support development efforts.
Providing people with access to information resources implies sharing information
with others and helping opportunities for participating in problem solving and decision
making (Braid, 1983).
Braid also said that the receiver is the most critical member in the change process.
In this regard, it should focus on the mechanisms which will encourage interaction among
and between these various groups. It is important to understand people attitudes towards
change or innovation, as well as the environment in which the change is to be introduced.
According to the Robinson (2009), decision making involves seeking the opinion of others
such as members, peers, clients, and other organizations. Involving others in decision
making communicates their role is important, it conveys respect and appreciation, and it
strengthens their bond with you – their leader.
Furthermore, Braid (1983) added that communication channels should not merely
be directed to motivation or awakening people’s consciousness but also to changing the
socio-economic structures in which they operate. Many strategies, however, lack a system
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approach and are focused on isolated problems which may either be social, cultural,
economic or political.
Communication Materials for Institution Development
Providing citizens with information on priorities, programs and activities is a vital
government function which underpins state-society relations. Governments in the
developed world are acutely aware of the need to communicate effectively both to
influence public opinion and maintain their legitimacy, and often construct elaborate
structures of press offices, and information ministries to perform the communication
function. But in many developing countries, governments lack communication capacity,
and the development of the communication function is hampered by a combination of weak
incentives (e.g. no culture of disclosure), lack of professional training and communication
infrastructure, and lack of supportive legal framework (e.g. access to information laws).
Institutional culture often plays an important role in shaping a government’s approach to
communication, but changing institutional culture takes time (Governance and Social
Development Resource Center, 2012).
Colingan (2006) stated that communication materials contribute to the success of a
certain program or any undertaking that an agency may implement. These are tools that
enhance effectiveness of communication.
Bailey (2003), as cited by Salting (2006) pointed out that effective communication
requires both costumers to be satisfied with the outcome and if their ideas differ from each
other, the result will be too much information sent, no enough information sent or the
wrong information sent.
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Strategies in Developing Communication Materials
McCutheon (1994), as cited by Salting (2006) stated that communication play a
very important role in the development of beneficiaries. It is the process of sending and
receiving messages and occurs whenever people express themselves in a manner that is
clearly understood.
With this, an appropriate strategy in developing communication materials is
needed.
Print media is a medium that disseminates printed matter that is usually presented in
detailed form to reinforce other methods of teaching and influencing people (Salting,
2006). Dy (1996), as cited by Salting (2006), stated that printed materials are written at a
certain reading level.
Furthermore, print remains central and effective because it is diverse and changing. The
effectiveness of print as an advertising medium is closely related to the role it plays in the
life of the consumer. In a world where the media can be agents of information and
entertainment, for both public and private consumption, it is the consumer who makes the
choice (Readership Symposium, 2003).
According to Feliciano (2009), broadcast media is one strategy in developing
communication materials. This is commonly includes the radio and television. Some
institutions produced commercials that educate their clients and these commercials are
being utilized through television and radio as a medium
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Percival and Ellington (1988) stated that broadcast radio and television have long history
of use in education and training. In addition, these are primary means by which information
and entertainment are delivered to the public (Feleciano, 2009).
As stated by Feleciano (2009), electronic media attempt to bring the world together to
share one common pool of knowledge. Their essence is to educate the masses. In simple
statement, electronic media is the use of internet as a communication tool. It is the creation
of websites that provides information to the clients.
Evaluation Process
Ligawen (2008) stated that evaluation is a means of improving works that have already
been done and implement. It could also measure the extent of achievement of learner in the
accomplishment of certain tasks.
On the other hand, evaluation may be defined as a continuous process of collecting
and interpreting information in order to assess decisions made in planning and carrying out
a learning system (Cadiz, 1991). In addition, Cadiz also elaborated the importance of
evaluation which are (1) it determines if the learning system plan is on the right course to
reduce the problem and reach the objectives; (2) it points out if the learning system
succeeds or fails; (3) it tells how to improve a learning system and (4) it makes the
proponents and participants conscious of improving their performance.
Furthermore, Cadiz (1991) said that learning system and its components are
evaluated based on the following criteria shown in Table 1.
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Table 1. Criteria for evaluation of learning system and its components by Cadiz
Criteria
Description
Appropriateness
It answers the real and felt needs of intended
participants, at their level of readiness.
Effectiveness
It meets the objectives.
Efficiency
The combination of resources used in the
planning and carrying out the learning system
requires at least or realistic costs to achieve
objectives.
Cost-effectiveness
It sufficiently or more than compensate for the
cost of the resources used.
Adequacy
It is sufficient to attain its objectives.
Side effects
It has effects that are unintentional.
Achievement of individual Participants Participants are able to perform the
instructional objectives.
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Definition of Terms
Institution. In this study, it refers to La Trinidad Water District as a service providing
institution.
Corporate social responsibility. It refers to the series of activities done by La Trinidad
Water District in disseminating information to their clients.
Advocacy. This refers to the different information messages La Trinidad Water District put
in their communication material.
Learning system. This refers to the process to be undertaken in developing strategies for
making communication materials.
Receiver. This refers to the clients of La Trinidad Water District.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet (Figure 1 and 2).
La Trinidad is a first class municipality and the capital town of Benguet Province.
It is located 3 kilometers north of Baguio City and is 256 kilometers north of Manila at
geographical coordinates 16 degrees, 21 minute north latitude and 120 degrees and 25
minutes east longitude. It is bounded on the north by the municipality of Tublay, on the
south by Baguio and on the west by Sablan and Tuba (Dango, 2009).
The total population of the municipality of La Trinidad is 107,188 based on the
2010 Cencus of Population and Housing (Dar, 2012). La Trinidad's land area is measured
at 8,079.5152 hectares. It is politically subdivided into 16 barangays: Alapang, Alno,
Ambiong, Bahong, Balili, Beckel, Bineng, Betag, Cruz, Lubas, Pico, Poblacion, Puguis,
Shilan, Tawang and Wangal.
With its 12, 998 clients from government agencies, commercial and industrial
establishments and residential households, twelve (12) out of sixteen (16) La Trinidad
barangays are supplied with water by La Trinidad Water District (LTWD) through
“schedule system”. The clients inquire for LTWD services through the communication
materials like tarpaulins and calendar.
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The study was conducted in the five selected barangays. The barangays were
selected based on the total population of clients connected to LTWD services. Table 2
shows the top five barangays with highest household connections selected.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Figure 1. Map of the Province of Benguet showing the location of the study
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
LEGENDS:
Not Selected Barangays
Selected Barangays
ALN O
BINENG
B
A
H
ALAPANG
O
N
WANGAL
CRUZ
SHILAN
POBLACION
TAWANG
B
B
E
A
T
L
LUBAS
I
PUGUIS
A
L
PICO
BECKEL
AMBIONG
Figure 2. Map of La Trinidad showing the selected barangays for the study Table 2. Top
five barangays of La Trinidad in terms of number of household with metered connection
(As of March 2012)
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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BARANGAYS
NUMBER OF HOUSEHOLD
WITH METERED CONNECTION
Balili
2,532
Pico
2,435
Poblacion
2,007
Betag
1,483
Puguis
828
The study was conducted from January to March 2013.
Respondents of the Study
The research focused on the clients of La Trinidad Water District. There were two
groups interviewed for the study. The first group were the key informants from La Trinidad
Water District (LTWD). These people were selected based on their involvement in the
planning and production of the LTWD calendar. The key informants for the study were
LTWD General Manager Oliver Taule and Mrs. Lourdes Lacamen from the Administrative
Department.
On the other hand, the second group were the selected 50 clients who inquired for
the water services or the clients who obtained a copy of the LTWD calendar.
The second group of respondents were selected through purposive sampling. They
were chosen from the top five barangays mentioned earlier. The criteria in choosing the
respondents were: (1) received copy of LTWD calendar and (2) 18 years old and above.
There were 10 respondents per barangay. The 10 respondents from each of the
barangay were asked if they received a copy of the calendar.
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Subject of the Study
The study focused on the 2012 La Trinidad Water District calendar.
The most common communication material produced by La Trinidad Water District
for their clients was the calendar. The LTWD calendar contains water related topics and
other information.
The blue and white colored calendar is composed of 6 pages of 11” by 17” paper.
In the 2012 issue, La Trinidad Water District placed information about flood causes, types
and safety precautions. The information on the calendar were distributed alternately. At the
top portion of pages 1, 3 and 5 of the calendar, there were illustrations about causes of
flood. At the right side, information on causes of flood and its types are located. On the
other hand, pages 2, 4, and 6 contain illustrations about types of floods while at the right
side are information about safety precautions and the information source.
Below the information about flood, the institution address and pumping stations contact
numbers, the name of the institution and its slogan were placed.
There are 2 months in each page. Dates on Sundays and Holidays are in brown font while
Saturday dates were in green. Monday to Friday dates are in blue.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Figure 3. First part of the 2012 La Trinidad Water District calendar showing information
on causes and types of floods
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Figure 4. Second part of 2012 La Trinidad Water District calendar showing information on
safety tips for floods
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Data Collection
Generally, this study used qualitative approaches in gathering the needed data.
The researcher personally gathered the data and other pertinent information.
Assistance from the residents of each barangay was sought for guide and direction.
The researcher used guide questions for the key informants. The guide questions
developed obtained pertinent information regarding the selected communication material.
Informal interview was used to clarify certain things about the communication material.
On the other hand, evaluation questionnaires were administered to the selected
respondents to obtain the necessary information for the evaluation of the selected
communication material.
Data Gathered
The data gathered were the socio-demographic profile of the respondents which
includes general information on respondents’ identification, education and occupation. The
study gathered data regarding on the communication channels used by LTWD in
disseminating information. The researcher also collected data on the advocacies and
content of the communication material. Data gathered also includes the processes done by
La Trinidad Water District in developing the said communication material. Another
collected data were the evaluation by the clients in the LTWD calendar content. Lastly, the
suggestions and comments of the respondents with regards to the improvement of the
communication material were collected. Data collected were based on the information
content and overall processes done for the material.
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Data Analysis
All information gathered were consolidated, tabulated, presented and analyzed
using descriptive statistics.
The study used both qualitative and quantitative methods of data analysis.
Qualitative methods like the interview were used to determine the planning and production
of the communication material. On the other hand, quantitative methods were done in the
frequency counts, mean and percentages of the responses of the respondents in the given
questionnaire.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
RESULTS AND DISCUSSIONS
Socio-demographic Profile of the Respondents
Table 3 shows the socio-demographic profile of the respondents of the study. The
data include their sex, age, educational attainment, meter connection type, and user
classification. There were three classifications of respondents that were used in the study
which include commercial user, residential user and government institutions. The 50
respondents belonged to the selected top five barangay with highest water connection.
Sex. Out of the 50 respondents, majority (78%) were female and 22% were male.
Age. The respondents age were divided into four brackets wherein 60% belonged
to 18-28 age bracket. The same number of respondents (16%) belonged to 29-39 and 4050
age brackets while half of it (8%) belonged to 51-61 age bracket. The oldest respondent
was 58 years old while the youngest age was 18.
Educational attainment. More than half (66%) of the respondents were college level. In
addition, 30% of the respondents belonged to high school level and the remaining 4%
reached elementary level. This implies that La Trinidad Water District clients reached high
educational level.
Occupation. Majority (70%) of the respondents were unemployed. They were students,
housewives and fresh graduates. In addition, 14% of the respondents were owners of
business. Only 10% of the respondents were laborers and 6% were government employees.
Under the residential users, majority (50%) of them lives in boarding houses while 40%
of them live in their own houses and only 10% lives in apartments. Moreover, respondents
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
from commercial users, operate sari-sari store, food house, boarding house, rice retailing
and carwash businesses.
Furthermore, the three respondents under government institution category were kagawad
of Barangay Balili, examiner of Registry of DEEDS, and teacher of Puguis Elementary
School.
User classification. Out of the 50 respondents, 80% belonged to residential water user
while 14% and 6% of them belonged to commercial water user and government institution
user respectively. The result supports the 2012 report of LTWD wherein most of the clients
were residential water users, next were commercial users and the least were
128 government institutions water users.
Methods used by La TrinidadWater
District in Information Dissemination
For 33 years of service, the La Trinidad Water District has created several communication
channels to disseminate their services and information to their clients. According to Mr.
Taule, the institution mostly used print media in disseminating information to their clients
such as flyers, posters and the calendar. In relation to this, Salting (2006) said that print
media is a medium that disseminates printed matter in detailed form to reinforce other
methods of teaching and influencing people.
Furthermore, Mr. Taule added that new customers are mandated to attend
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
orientation held in their office to be informed on their services and impart information to
the clients. With this, Manzano (2008) said that communication is a vital element in the
Table 3. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=50)
(%)
Age
18-28
30
60
29-39
8
16
40-50
8
16
51-61
4
8
TOTAL
50
100
Sex
Male
11
22
Female
39
78
TOTAL
50
100
Educational attainment
Elementary
2
4
High School
15
30
College
33
66
TOTAL
50
100
Occupation
Unemployed
35
70
Laborer
5
10
Business owners
7
14
Government employees
3
6
TOTAL
50
100
User Classification
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Advocacies | LENGUAJE, NOEL A. APRIL 2013
Residential
40
80
Commercial
7
14
Government Institution
3
6
TOTAL
50
100
society as it is used to disseminate information and promote understanding among members
of the community.
Based on the interview, the following strategies were used to disseminate
information:
Flyers and posters. The flyers were given to the clients if they apply for water connection.
The flyer includes services like water connection, delivery and discounts offered by
LTWD, information on bill payments, classification of the clients and rate of water
consumption. On the other hand, the posters were posted outside and inside the building of
La Trinidad Water District. It contains detailed information on the availing services offered
by the institution.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Figure 5. Photos of the flyer and sample p oster of La Trinidad Water District
Orientation. New customers are mandated to attend an orientation (Figure 6) held
at the second floor of LTWD building every Saturday at 1:30 pm onwards. The activity
started with a presentation showcasing communal forests and watersheds areas in Benguet.
Aside from the pictures, the presentation also includes background Ilocano environmental
song entitled “Saludsod ni Ading” and statements that encourage the clients to participate
in preserving and protecting the showed environment resources. Mr. Filbert Nga-otoy,
facilitator, presented the vision, mission, sources of water, services, and other business
matters. As the facilitator explained, the clients were free to asked questions to clarify their
queries.
During the question and answer, Mr. Nga-otoy said that costumers should observe leaks
in their connection to avoid contamination. He added that if there was a leak observed, the
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
water should be boiled before drinking it for the safety of the clients. He also encouraged
the clients to conserve water and express disapproval to their neighbors
who were caught in overflowing water.
Figure 6. Mr. Nga-otoy discussed to new customers their services and informs them with
relevant information
Calendar. This is a yearly give-away of La Trinidad Water District that includes not only
dates but also water related information.
The La Trinidad Water District Advocacies
In 2000, the institution started to put information on the calendar as part of their
Corporate Social Responsibility. Mr. Oliver Taule, LTWD General Manager, said that
informing their clients not only with their services but also with relevant information will
help them realize their responsibility to the institution and to the environment. In addition,
he also said that the institution need the participation of their clients in protecting the
environment especially the sources of water. This support what Holme and Watts (2000)
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
stated that the continuing commitment by business to behave ethically and contribute to
economic development while improving the quality of life of the workforce and their
families as well as of the local community and society at large.
Table 4 shows the advocacies of the La Trinidad Water District from 2009 to 2013.
It includes the LTWD advocacies, reasons for choosing the information and the year of
implementation. Almost all of the collected advocacies focused on water related topics.
There were only five advocacies gathered from the key informant. Mr. Taule said
that the institution does not have hard and electronic copies of the pass issues of the
calendar. He also added that since the institution printing partner is not permanent and not
documented, it is hard for them to coordinate to the different printing press for the copies
of the calendar. These were the reasons why the researcher only gathered what just
Mr. Taule recalled. The results stated above might affect the evaluation process
which defined by Ligawen (2008) as a means of improving works that have already been
done and implement.
According to Mrs. Lourdes A. Lacamen, administrative department manager, the
channel used by the institution to disseminate their advocacies is through the calendar. She
added that information found in the calendar educates and inform their clients with water
related issues that concerns the community.
Prior to the statement of Mrs. Lacamen, the 2009 and 2010 calendar issues educates
the clients on the water cycle and forest conservation. On the other hand, issues from 2011
to 2013 inform the people on tropical cyclones, floods and importance of water in diet.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Table 4. La Trinidad Water District advocacies from 2009 to 2013
ADVOCACIES
REASON
YEAR
IMPLEMENTED
Information on Hydrolic
Informed the people how water was
2009
cycle
form and where water came from.
Forest conservation
The role of their clients on preserving
2010
the watersheds and environment
which are very important sources of
water.
Tropical cyclones and Signal Make the people aware on typhoons
2011
Warnings
and signal warnings.
Floods and Safety Tips
Make the people aware on flood and
2012
its prevention tips.
Water as one essential
The importance of water intake in
2013
element in Asian Diet
their client’s diet.
Basis of Choosing Calendar as a Communication Channel
In 2000, the institution decided to use the calendar to disseminate information to the
clients. According to Mr. Taule, calendar was chosen as a communication channel based
on the following reasons:
Usability. The calendar as a communication channel serves two purposes which is
informing the clients not only with dates but also of the La Trinidad Water District services
and relevant information. Mr. Taule said that people were concern on time and date. He
added that the calendar is suitable in disseminating information because people are
collecting calendar to display it to their houses. With this, Mr. Taule emphasized that there
is a chance for the clients to read the information placed in the calendar because it serves
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
two purposes mentioned earlier. In addition, Mr. Taule said that with the use of the calendar
it was also easy for them to disseminate information to their clients.
Cost-efficiency. As stated earlier, the calendar as a communication material was displayed
in the houses of the clients. Usually, the life span of the calendar is one year. According to
Mr. Taule, LTWD produced calendar every year so it is a one time cost for the institution
to disseminate information.
This complies with one of Cadiz (1991) criteria for evaluation which is efficiency. She
said that the combination of resources used in the planning and carrying out of the learning
system requires at least or realistic costs to achieve objectives.
Processes Followed in the Preparation of the Calendar
Figure 7 shows the processes involved in the communication channel which starts from
the ideation of the committee, the collection, presentation of information, printing press
selection, production of the material, distribution of the calendar and the evaluation
process.
Information will be presented for selection and
consolidation of information to be approved by GM
Ideation of the committee headed by the General Manager
regarding the calendar information wherein brainstorming
activity happens
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
PLANNING
PRODUC TION
DISTRIBUTION
EVALUATION
OF THE
CALENDAR
The committee suggests and chooses possible topics to be
approved by the General Manager (GM)
Mr. Ever Lagto and the General Manager collect
information needed for the calendar through internet and
coordinating with line agencies
Printing press selection through shopping and submit
specifications for layouting and design
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Checking, editing and presentation of draft to be
approved by GM
Distribution of the calendar to the clients,
employees and non-members
Evaluation process is through conversation between
the employees and their clients
Figure 7. Diagram of processes followed for the calendar preparation
Planning. The La Trinidad Water District created a committee composed of members from
the administrative department, commercial department and the office of the General
Manager. The formed committee devoted 2 to 3 meetings for the ideation, collection of the
information, presentation of information, and selection of printing press of the calendar.
The meetings were held at the La Trinidad Water District Building from September to
December.
Ideation. Mr. Taule said that in choosing the information to be placed in the
calendar it should be water related and relevant to their clients.
In the first meeting, brainstorming process started with the committee suggestions for
possible topics to be included in the calendar. After the suggestions, the committee will
decide on what topic will be placed in the calendar based on the criteria stated
earlier.
However, Mrs. Lacamen said that sometimes the means of choosing the
information to be placed in the calendar depends on the suggested topic of the manager.
She added that in this situation the manager will just present the topic and will be approved
by the committee. This is contrary to Robinson (2009) statement that decision making
involves seeking the opinion of others such as members, peers, clients, and other
organizations. Involving others in decision making communicates their role is important,
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
it conveys respect and appreciation, and it strengthens their bond with you – their leader.
After the approval on the topic, the manager will assign personnel to collect supporting
information about the topic.
Collection of information. The task of the assigned personnel was to collect related
documents to be presented in the next committee meeting. According to Mrs.
Lacamen, the person in charge of collecting the information is usually Mr. Ever Lagto,
administrative department Procurement Analyst B, but sometimes the General Manager
helped in collecting information to be placed in the calendar.
There were two means of collecting the information needed for the calendar. The first was
through internet surfing. Lacamen said that the use of internet was one of the fastest ways
to get information but it is important to them to evaluate the source to ensure credibility.
Another means of collecting information was through coordinating with line agencies.
This is true to what Braid (1983) stated that most important units in governmental agencies
operate from a central unit. Their principal function is to support the institutions in
diffusing information to the public and creating awareness and unity of the people. The
institution identify agency that have information regarding the chosen topic and then the
person assigned collect the available documents.
In relation to the mode of collection, La Trinidad Water District coordinated with
PAGASA under the Department of Science and Technology (DOST) for the information
placed in the 2012 calendar.
Presentation of collected information. After all the needed information were collected, the
person assigned will present the collected documents to the committee on the meeting. The
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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committee then selects and consolidates the collected information for the approval of the
manager.
Furthermore, the committee will also decide on other specifications for the calendar which
include the size, layout, color, font style and size, and number of copies to be given to the
selected printing press aside from the information to be included.
Selecting the printing press. Shopping is the process of selecting the printing press for the
calendar. According to Mrs. Lacamen, government agencies followed two modes of
procurement. The first is bidding which is applicable to a procurement that costs 500,000
and above. The second mode is the shopping which is used for procurement that worth
below 500,000.
The mode of procurement LTWD used is called shopping because the production of the
calendar is about 300,000 pesos.
In shopping, the institution will select at least three printing presses for the calendar. Each
of the printing presses will submit their quotation and then the committee will evaluate the
price quotation. The printing press with the lowest price will be selected for the production
of the calendar.
Production. The institution will issue the purchase order or the budget for the calendar.
The created specifications will be given to the artist of the winning printing press for design
and layouting. The artist will base the layout and design of the calendar on the
specifications given. Also, the artist will choose and put the appropriate graphics or
illustrations to be included in the calendar. After that, the finished output will be submitted
to the office of LTWD for checking, editing, and proofreading of the committee and
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approval of the General Manager. The approved draft of the calendar will go again to the
printing press to enter the corrections placed by LTWD. Lastly, the printing press will
produce the approved number of copies of the calendar.
Distribution. For implementation, the process was called distribution. This process
involved the distribution of the calendar to the clients and other people.
According to Mrs. Lacamen, the institution distributed about 12,000 copies of the calendar
which is based on the total number of LTWD clients. The recipients of the calendar include
the clients, employees, and non-members of the institution.
Moreover, there were three modes of distribution of the calendar. The first was through
the office. The clients will have a copy of the calendar upon paying their bills in the
commercial department cashier. The second mode was through employees. Each of the
employees will be given a number of calendars wherein they are responsible to distribute
it to their neighbours and non-members. Mr. Taule said that the calendar also served as a
strategy to encourage non-members to apply for water services. On the other hand, LTWD
also distributed calendar to schools, government and local offices and establishments.
Evaluation. According to Mr. Taule, the institution did not create a constant way of
evaluating the calendar. He added that most of the time the calendar was evaluated through
conversations between the La Trinidad Water District officers and the clients. However, it
is only just discussed among them and not recorded.
The result stated might affect the evaluation of the calendar wherein Cadiz (1991)
elaborated its importance which are (1) it determines if the learning system plan is on the
right course to reduce the problem and reach the objectives; (2) it points out if the learning
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
system succeeds or fails; (3) it tells how to improve a learning system and (4) it makes the
proponents and participants conscious of improving their performance.
Evaluation of the LTWD Calendar based on theContent
The calendar content was evaluated based on the following scale: 1 as strongly agree (it
gives beyond the criteria); 2 as agree (it meets the criteria); 3 as disagree (it needs more
improvement) and 4 as strongly disagree (it fails to meet the criteria).
Table 5 shows the rating of the respondents on the content of the calendar. The respondents
evaluated the calendar based on the sentence construction, terms used, relevance and
conciseness of information, elements used (color, graphics), and grammar and spelling.
Based on the overall result, the respondents agreed to the effectiveness of the content of
the calendar as a communication channel for La Trinidad Water District advocacies.
In terms of understanding the content, the respondents rated it at 1.60 (strongly agree)
which means that the calendar gives beyond the set criteria for the evaluation. Meanwhile,
respondents agree (1.84) to the terms used in the calendar. In contrary to this, some
respondents during the evaluation said that some terms in the calendar such as
encroachment and levees were very technical. With regards to the sources of the
information, respondents rated it at 1.70 (agree). The same rating was given by the
respondents in the conciseness and relevant of information at 1.76 (agree). Under grammar
and spelling, the respondents agree (1.86) that the calendar meets the criteria for evaluation.
Opposing to this, there were respondents who said that the calendar have wrong grammars.
During the assessment the researcher did, there were no wrong grammar on the information
placed in the calendar.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Comparing the results from the other criteria, the elements placed in the calendar got a
disagree remark (2.5) from the respondent. Based on the follow up interviews conducted,
the color and graphic elements placed in the calendar were identified by the respondents
that need more improvements.
On the other side, La Trinidad Water District said that the colors used in the calendar were
based on the nature of the business. In support, Mrs. Lacamen said that the blue color
represents water while the green represents the environment specifically the forests.
Suggestions and Comments of the Respondents
Respondents comments on the LTWD calendar. Table 6 shows the general
comments of the respondents about the calendar. There were nine respondents who said
that the calendar is too colorful and two commented that they do not understood some
Table 5. Respondents evaluation of the LTWD calendar based on the content
CRITERIA RESPONDENTS (n=50)
MEAN REMARKS
Information on the calendar are easily read even
1.60
Strongly agree
without assistance
The information placed in the calendar are concise
1.76
Agree
The calendar uses appropriate terms
1.84
Agree
The sources of information are credible
1.70
Agree
Information included are relevant
1.76
Agree
Elements (color, illustrations) placed and used are
2.50
Disagree
appropriate in the calendar
The information in the calendar is in correct grammar and
1.86
Agree
spelling
1.0-1.69 (strongly agree); 1.70-2.49 (agree); 2.5-3.29 (disagree) and 3.30-4.0 (strongly disagree)
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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terms used in the calendar. Moreover, Mrs. Nietes of Balili said that she observed some
sentences that lacks punctuation mark. In contrary to this, the researcher did not see any
lack of punctuation mark in the material, however, the comment might have been due to
the lightness of the color and size of the punctuation marks specially the periods within
series of sentences.
In addition, there were six respondents who said that the calendar elements and
information placed were ok. Based on the follow up interviews conducted, the calendar is
ok because its design and layout meets the standard calendar appearance.
Suggestions of the respondents for the improvement of the calendar. Table 7 shows
the suggestions of the respondents for the improvement of the calendar. There were seven
respondents suggested to include more information in the calendar. In line with this, a
student from Poblacion said that there should be different information in each page of the
calendar. Another suggestion is to put more water awareness topics in the calendar.
Furthermore, Robeline of Betag suggested to change the font color and size into big
and catchy ones so that it will be more attractive and attention-getting. Some respondents
suggested more visuals especially real pictures of the information placed. In addition, Ms.
Oplas said avoid to crammed words in the material and try to improve
layout.
There were two respondents who suggested change in the paper used in the
calendar. Mr. Marvin, carwash owner, said that the calendar is easily torn because the paper
is thin. Ms. Jazzy said that information should be translated into local dialects so that people
can easily understand and utilize the information.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Table 6. Respondents comments on the LTWD calendar
COMMENTS
FREQUENCY
It is too colorful
9
Some terms are not understood
2
Lack of punctuation mark
1
It is ok
6
Table 7. Suggestions of the respondents for the improvement of the LTWD calendar
SUGGESTIONS
FREQUENCY
Improve color
10
Include more information
7
Improve layout
4
More visual and real pictures
4
Improve calendar paper
2
Avoid crammed words
1
Change font size
1
Bigger pictures
1
More water awareness topics
1
Translate to local dialect
1
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to evaluate and document the processes involved in La
Trinidad Water District calendar as a communication channel for the institution advocacies.
The study was conducted from January to March 2013 using evaluation
questionnaire and key informants interview.
For the socio-demographic profile of the respondents, majority were females. More
than half of them were college level. In addition, majority belong to 18-28 age bracket. As
to user classifications, majority belonged to residential water users that mostly live in
boarding houses.
La Trinidad Water District mostly used print media as methods for information
dissemination. The calendar as a channel was chosen because of its usability and
costeffiency. All advocacies placed in the calendar were water related but past advocacies
were not included.
The processes involved in creating the calendar includes committee meetings,
collection of information, presentation of information and draft, selection of printing
partner, production of calendar, distribution and evaluation.
The respondents agreed to most of the criteria for evaluating the content of the
material except for the color and graphics placed that needs more improvement.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Although most of the respondents agreed in the criteria given, there were points for
improvements of the calendar commented and suggested by the respondents.
Conclusions
Based on the findings, the following conclusions were drawn:
1.
The La Trinidad Water District calendar as a communication channel is
accepted by its intended audience; however, it needs further improvement.
2.
The La Trinidad Water District utilized print media for information
dissemination.
3.
The advocacy of La Trinidad Water District change every year but
information placed in the communication material are still water related.
4.
Practicality of use and ease of distributions are the main considerations of
the La
Trinidad Water District’s in choosing the communication channel.
5.
La Trinidad Water District followed certain procedures in making the
calendar.
Recommendations
Based on the summary and conclusions, the following recommendations were
derived:
1.
The La Trinidad Water District may use other forms of channel like social
networking sites and websites to disseminate information to further reach not only their
clients but the society at large.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
2.
The La Trinidad Water District may consider documenting their advocacies and
may device other forms of evaluation for their advocacies for monitoring and evaluation
purposes.
3.
The La Trinidad Water District may solicit participation from selected clients
during planning or ideation for them to be involve in the decision making process.
4.
The La Trinidad Water District may consider the suggestions of the respondents for
the improvement of the LTWD calendar.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
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LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
LENGUAJE, NOEL A. APRIL 2013. LTWD Calendar as a Communication
Channel for the La Trinidad Water District Advocacies. Benguet State University, La
Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
The study aimed to document processes involved in the communication channel
employed by La Trinidad Water District for their advocacies and to determine its
effectiveness.
Specifically, the study aimed to identify the respondents’ socio-demographic
profile; identify the methods used by La Trinidad Water District for information
dissemination; determine the advocacies of La Trinidad Water District; determine the basis
for choosing calendar as a channel for their advocacies; identify the processes being
followed by La Trinidad Water District in preparing the calendar; evaluate the content of
the calendar; and enumerate the suggestion or comments of the respondents for the
improvement of La Trinidad Water District calendar.
The researcher conducted key informant interview with Mr. Oliver Taule and Mrs.
Lourdes Lacamen to obtain necessary information for the study. In addition, evaluation
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
questionnaires were administered to the selected respondents for the evaluation and
suggestions and comments for the improvement of the calendar.
Majority of the respondents were female. More than half of them were college level
and majority belonged to 18-28 age bracket. Moreover, majority of the respondents were
residential users.
Print media such as flyers, posters, and calendar were used by La Trinidad Water
District to disseminate information to their clients aside from the orientation intended for
new customers. The calendar was chosen as a channel because of its usability and cost-
efficiency.
Moreover, almost all of the La Trinidad Water District advocacies were water
related such as issues on typhoons, floods and water conservation.
On the other hand, La Trinidad Water District followed several processes in
preparing the calendar. Processes included were ideation of the committee, the information
collection, presentation of information, printing press selection, production of the material,
distribution of the calendar and the evaluation.
In terms of understanding the content, the respondents strongly agreed that the
calendar gave beyond the set criteria for the evaluation. Meanwhile, respondents agreed to
the terms used in the calendar. In contrary to this, some respondents during the evaluation
said that some terms in the calendar such as encroachment and levees were very technical.
They also agreed with regards to the sources of the information, including the conciseness
and relevance of information.
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Comparing the results from the other criteria, the elements placed particularly the
color and graphics in the calendar got a disagree remark. Based on the follow up interviews
conducted, the color and graphic elements placed in the calendar were identified by the
respondents that need more improvements.
Although most of the respondents agreed in the criteria given, there were points for
improvements of the calendar commented and suggested by the respondents especially on
the layout, color and graphics.
It is recommended that La Trinidad Water District should involve their clients in
the planning committee for sound decision making. It is also recommended that the said
institution may use other forms of evaluation and channels.
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INTRODUCTION
Rationale
Today, there are many business institutions that provide products and services that
cater to the needs of the community. The aim of these small and big businesses is not mainly
to gain profit but to protect the environment through their Corporate Social Responsibility
(CSR). Through their CSR, they created campaigns or advocacies to address certain social
issues.
Communication is a powerful process to address major development issues. Health,
economic, child rights, population growth, gender equality and other issues are
significantly determined by social environment, availability of information, levels of
personal skills and quality of support from friends and family. Communication capacity in
today’s world provides opportunities to improve these factors (Schramm, 1948).
The development of communication materials is one of the best tools for a group,
organization and institution to communicate their messages. Through these materials, the
relationship of the clients and the group or institution is strongly built.
Communication materials are essential for a successful team or business. Creating
effective communication materials will help direct and inspire the members of the team or
organization. Without these materials, confusion, frustration and lack of motivation may
occur. The ability to hand hard copy materials to the team or organizational members gives
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them the power to read the information for their clarification and personal development
(Papa, 2010).
Katz (1995) added that major communication channels play an important role in
shaping the social environment. Healthy communication involves working partnership with
people and organizations that are central to how a nation and community communicates.
Given these importance, the La Trinidad Water District developed several
communication materials that will help their clients in meeting their needs through the
services they offer. There were three posters that were developed regarding their water
connection and delivery services and guidelines on availing discounts for senior citizens.
Another material distributed by LTWD was their yearly calendar given to their clients
every first working week of December. The communication materials that were developed
were used to communicate the services and to get some feedbacks from their clients.
The La Trinidad Water District (LTWD) is one of the essential institutions that
serve not only the La Trinidad residents but also nearby areas of Benguet. With their slogan
"Water for All is our Goal", the institution provides water supply to the Barangays of La
Trinidad to meet the needs of their clients for water consumption.
To open their services and impart their advocacies to their clients, the La Trinidad
Water District created calendars as a medium for information dissemination. Aside from
the institution name, address, slogan and contact numbers, the calendar also included topics
related to water conservation and water related issues that give knowledge to their clients.
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To evaluate the calendar as a communication channel, there is a need to study the
processes done by La Trinidad Water District in developing communication material for
their advocacies.
Statement of the Problem
Generally, this study aimed to document processes involved in the communication
channel employed by La Trinidad Water District for their advocacies and to determine its
effectiveness.
Specifically, the study answered the following questions:
1.
What is the socio-demographic profile of the respondents?
2.
What are the methods used by La Trinidad Water District for information
dissemination?
3.
What are the advocacies of La Trinidad Water District?
4.
What is the basis for choosing calendar as a channel for their advocacies?
5.
What are the processes followed by La Trinidad Water District in preparing
the calendar?
6.
What is the evaluation of the respondents on the calendar produced by
LTWD?
7. What are the suggestions or comments of the respondents for the improvement of
the calendar?
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Objectives of the Study
Generally, this study aimed to document processes involved in the communication channel
employed by La Trinidad Water District for their advocacies and to determine its
effectiveness.
The specific objectives of the study are to:
1. identify the respondents socio-demographic profile;
2. identify the methods used by La Trinidad Water District for information
dissemination;
3. determine the advocacies of La Trinidad Water District;
4. determine the basis for choosing calendar as a channel for their advocacies;
5. identify the processes being followed by La Trinidad Water District in preparing
the calendar;
6. evaluate the content of the calendar; and,
7. enumerate the suggestion or comments of the respondents for the improvement of
La Trinidad Water District calendar.
Importance of the Study
The results of the study may aid, not only for La Trinidad Water District but also other
local institutions, in the development of their communication material for their advocacies.
The study may serve as a guide or basis for the proper strategies and layouting of materials.
It may also help in facilitating and monitoring of the communication materials. In addition,
the result may be also used to evaluate future communication materials.
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On the other hand, the study results may serve as reference for future research or similar
type of research by the students and other researchers.
Scope and Limitation of the Study
The study focused on the communication material specifically the calendar of La
Trinidad Water District (LTWD) as a communication channel for their advocacies. It also
focused on the methods used by LTWD in disseminating information. It also includes the
effectiveness of the communication channel. The study also focused on the content of the
communication material. The study also deals with the processes undergone by the La
Trinidad Water District in developing their communication material. The study also
focused on the advocacies of La Trinidad Water District.
On the other hand, the study was conducted in the selected barangays of La
Trinidad, Benguet only. The respondents were LTWD clients which ages ranging from 18
and above.
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REVIEW OF LITERATURE
Communication is a vital element of a society as it is used to disseminate
information and promote understanding among members of society (Manzano, 2008). In
addition, Braid (1983) said that most important units in governmental agencies operate
from a central unit. Their principal function is to support the institutions in diffusing
information to the public and creating awareness of their activities.
According to Dacsig (2008), the effectiveness of communication in the
socioeconomic development of a particular area or community is very important. It is the
basis for sound decision making and possibly determines the achievement of set of goals
and objectives. It is a vital component of awareness and unity of the people.
La Trinidad Water District as an Institution
An institution is any structure or mechanism of social order and cooperation
governing the behavior of a set of individuals within a given human community.
Institutions are identified with a social purpose and permanence, transcending individual
human lives and intentions, and with the making and enforcing of rules governing
cooperative human behavior (Seumas, 2007). La Trinidad Water District (LTWD) is a
service providing institution. For long years of services it offered, it already built up a
strong foundation.
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According to LTWD (2012), the original water system facilities were constructed
by the defunct La Trinidad Municipal Waterworks System and the Trinidad Agricultural
School, now Benguet State University.
In June 26, 1979, the Sangguniang Bayan of La Trinidad passed Resolution No. 54
s. 1979 creating the La Trinidad Water District covering the different barangays of the
municipality and transferring all of its existing water system facilities to the District.
The Local Water Utilities Administration, the umbrella organization of water
districts issued the LTWD’s Conditional Certificate of Conformance in November 5, 1979.
The head agency is the Board whose function is limited to policy-making, it does
not engage in the detailed management of the district. The local water district Board is
represented by different sectors, namely; Business, Civic, Education, Professional and
Women’s.
As of December 2012, La Trinidad Water District is serving 12,998 metered
connections comprising: 128 government institutions, 564 Commercial/Industrial, 200
Commercial A, 266 Commercial B, and 11, 840 Residential water users. These are being
supplied with water from two spring sources namely: Ampasit and Lubas spring and eleven
deep wells (LTWD, 2012).
Corporate Social Responsibility
Corporate Social Responsibility (CSR) is defined by Baker (2004) as how
companies manage the business processes to produce an overall positive impact on society.
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She added that companies need to answer to two aspects of their operations: (1) the quality
of their management - both in terms of people and processes (the inner circle) (2) the nature
of, and quantity of their impact on society in the various areas.
Furthermore, Corporate Social Responsibility is the continuing commitment by
business to behave ethically and contribute to economic development while improving the
quality of life of the workforce and their families as well as of the local community and
society at large (Holme and Watts, 2000).
According to Riley (2012), there are four main parts to CSR that includes (1)
economic which is the responsibility to earn profit for owners (2) legal which is the
responsibility to comply with the law (3) ethical which is not acting just for profit, but
doing what is right, just and fair and (4) voluntary or philanthropic which is promoting
human welfare and goodwill being a good corporate citizen contributing to the community
and quality of life.
Riley (2012) concluded that CSR involves (a) conducting business in an ethical way
and in the interests of the wider community (b) responding positively to emerging societal
priorities and expectations (c) a willingness to act ahead of regulatory confrontation (d)
balancing shareholder interests against the interests of the wider community and (e) being
a good citizen in the community.
Advocacy is one form of CSR. Advocacy is action that aims to change laws,
policies, practices and attitudes. Advocacy actions are usually directed at decision makers
who hold the power to implement the change required, for example governments or private
actors such as water companies. Advocacy can also be directed towards changing public
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opinion to support and issue or cause, or take a specific form of action to put pressure on
decision makers. The media is a key outlet for this (freshwater action.net, 2000).
Communications role is obviously critical in the development of new ideology. An
improved system of distribution of information literacy skills and rationality to improve
people’s ability to interact and utilize information and the strengthening of links which
connect people and institution (Braid, 1983).In addition, communication messages have to
be focused on specific goals and should be constantly reinforced by all available channels.
However, Braid (1983) added that communication effectiveness depends on such
factors as relationship between communicators, timing of the message, choice of
appropriate delivery systems, situation in which communication takes place, ability to
interpret cultural norms and values into appropriate symbol systems and effective and
appropriate use of technology.
Communication Channels
In an organization, information flows forward, backwards and sideways. This
information flow is referred to as communication. Communication channels refer to the
way this information flows within the organization and with other organizations (Tutorials
Point, 2013).
Furthermore, Tutorials Point (2013) identified the different types of communication
channels which includes:
Formal communication channels. A formal communication channel transmits
information such as the goals, policies, and procedures of an organization. Messages in this
type of communication channel follow a chain of command. This means information flows
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from a manager to his subordinates and they in turn pass on the information to the next
level of staff. An example of a formal communication channel is a company's newsletter
which gives employees as well as the clients a clear idea of a company's goals and vision.
It also includes the transfer of information with regard to memoranda, reports, directions,
and scheduled meetings in the chain of command. Other examples are business plan,
customer satisfaction survey, annual reports, employer's manual, and review meetings.
Informal communication channels. Within a formal working environment, there
always exists an informal communication network. The strict hierarchical web of
communication cannot function efficiently on its own and hence there exists a
communication channel outside of this web. While this type of communication channel
may disrupt the chain of command, a good manager needs to find the fine balance between
the formal and informal communication channel. An example of an informal
communication channel is lunchtime at the organization's cafeteria/canteen. Here, in a
relaxed atmosphere, discussions among employees are encouraged. Also managers
walking around, adopting a hands-on approach to handling employee queries is an example
of an informal communication channel. Quality circles, team work, different training
programs are outside of the chain of command and so, fall under the category of informal
communication channels.
Unofficial communication channels. Sometimes, communication that takes place
within an organization is interpersonal. While minutes of a meeting may be a topic of
discussion among employees, sports, politics and TV shows also share the floor. The
unofficial communication channel in an organization is the organization's 'grapevine'. It is
through the grapevine that rumors circulate. Also those engaging in 'grapevine' discussions,
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often form groups which translate into friendships outside of the organization. While the
grapevine may have positive implications, more often than not information circulating in
the grapevine is exaggerated and may cause unnecessary alarm to employees. A good
manager should be privy to information circulating in this unofficial communication
channel and should take positive measures to prevent the flow of false information. An
example of an unofficial communication channel is social gatherings among employees.
According to Braid (1983), there is an evident upsurge of interest in the use of
communication to support development efforts.
Providing people with access to information resources implies sharing information
with others and helping opportunities for participating in problem solving and decision
making (Braid, 1983).
Braid also said that the receiver is the most critical member in the change process.
In this regard, it should focus on the mechanisms which will encourage interaction among
and between these various groups. It is important to understand people attitudes towards
change or innovation, as well as the environment in which the change is to be introduced.
According to the Robinson (2009), decision making involves seeking the opinion of others
such as members, peers, clients, and other organizations. Involving others in decision
making communicates their role is important, it conveys respect and appreciation, and it
strengthens their bond with you – their leader.
Furthermore, Braid (1983) added that communication channels should not merely
be directed to motivation or awakening people’s consciousness but also to changing the
socio-economic structures in which they operate. Many strategies, however, lack a system
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approach and are focused on isolated problems which may either be social, cultural,
economic or political.
Communication Materials for Institution Development
Providing citizens with information on priorities, programs and activities is a vital
government function which underpins state-society relations. Governments in the
developed world are acutely aware of the need to communicate effectively both to
influence public opinion and maintain their legitimacy, and often construct elaborate
structures of press offices, and information ministries to perform the communication
function. But in many developing countries, governments lack communication capacity,
and the development of the communication function is hampered by a combination of weak
incentives (e.g. no culture of disclosure), lack of professional training and communication
infrastructure, and lack of supportive legal framework (e.g. access to information laws).
Institutional culture often plays an important role in shaping a government’s approach to
communication, but changing institutional culture takes time (Governance and Social
Development Resource Center, 2012).
Colingan (2006) stated that communication materials contribute to the success of a
certain program or any undertaking that an agency may implement. These are tools that
enhance effectiveness of communication.
Bailey (2003), as cited by Salting (2006) pointed out that effective communication
requires both costumers to be satisfied with the outcome and if their ideas differ from each
other, the result will be too much information sent, no enough information sent or the
wrong information sent.
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Strategies in Developing Communication Materials
McCutheon (1994), as cited by Salting (2006) stated that communication play a
very important role in the development of beneficiaries. It is the process of sending and
receiving messages and occurs whenever people express themselves in a manner that is
clearly understood.
With this, an appropriate strategy in developing communication materials is
needed.
Print media is a medium that disseminates printed matter that is usually presented in
detailed form to reinforce other methods of teaching and influencing people (Salting,
2006). Dy (1996), as cited by Salting (2006), stated that printed materials are written at a
certain reading level.
Furthermore, print remains central and effective because it is diverse and changing. The
effectiveness of print as an advertising medium is closely related to the role it plays in the
life of the consumer. In a world where the media can be agents of information and
entertainment, for both public and private consumption, it is the consumer who makes the
choice (Readership Symposium, 2003).
According to Feliciano (2009), broadcast media is one strategy in developing
communication materials. This is commonly includes the radio and television. Some
institutions produced commercials that educate their clients and these commercials are
being utilized through television and radio as a medium
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Percival and Ellington (1988) stated that broadcast radio and television have long history
of use in education and training. In addition, these are primary means by which information
and entertainment are delivered to the public (Feleciano, 2009).
As stated by Feleciano (2009), electronic media attempt to bring the world together to
share one common pool of knowledge. Their essence is to educate the masses. In simple
statement, electronic media is the use of internet as a communication tool. It is the creation
of websites that provides information to the clients.
Evaluation Process
Ligawen (2008) stated that evaluation is a means of improving works that have already
been done and implement. It could also measure the extent of achievement of learner in the
accomplishment of certain tasks.
On the other hand, evaluation may be defined as a continuous process of collecting
and interpreting information in order to assess decisions made in planning and carrying out
a learning system (Cadiz, 1991). In addition, Cadiz also elaborated the importance of
evaluation which are (1) it determines if the learning system plan is on the right course to
reduce the problem and reach the objectives; (2) it points out if the learning system
succeeds or fails; (3) it tells how to improve a learning system and (4) it makes the
proponents and participants conscious of improving their performance.
Furthermore, Cadiz (1991) said that learning system and its components are
evaluated based on the following criteria shown in Table 1.
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Table 1. Criteria for evaluation of learning system and its components by Cadiz
Criteria
Description
Appropriateness
It answers the real and felt needs of intended
participants, at their level of readiness.
Effectiveness
It meets the objectives.
Efficiency
The combination of resources used in the
planning and carrying out the learning system
requires at least or realistic costs to achieve
objectives.
Cost-effectiveness
It sufficiently or more than compensate for the
cost of the resources used.
Adequacy
It is sufficient to attain its objectives.
Side effects
It has effects that are unintentional.
Achievement of individual Participants Participants are able to perform the
instructional objectives.
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Definition of Terms
Institution. In this study, it refers to La Trinidad Water District as a service providing
institution.
Corporate social responsibility. It refers to the series of activities done by La Trinidad
Water District in disseminating information to their clients.
Advocacy. This refers to the different information messages La Trinidad Water District put
in their communication material.
Learning system. This refers to the process to be undertaken in developing strategies for
making communication materials.
Receiver. This refers to the clients of La Trinidad Water District.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet (Figure 1 and 2).
La Trinidad is a first class municipality and the capital town of Benguet Province.
It is located 3 kilometers north of Baguio City and is 256 kilometers north of Manila at
geographical coordinates 16 degrees, 21 minute north latitude and 120 degrees and 25
minutes east longitude. It is bounded on the north by the municipality of Tublay, on the
south by Baguio and on the west by Sablan and Tuba (Dango, 2009).
The total population of the municipality of La Trinidad is 107,188 based on the
2010 Cencus of Population and Housing (Dar, 2012). La Trinidad's land area is measured
at 8,079.5152 hectares. It is politically subdivided into 16 barangays: Alapang, Alno,
Ambiong, Bahong, Balili, Beckel, Bineng, Betag, Cruz, Lubas, Pico, Poblacion, Puguis,
Shilan, Tawang and Wangal.
With its 12, 998 clients from government agencies, commercial and industrial
establishments and residential households, twelve (12) out of sixteen (16) La Trinidad
barangays are supplied with water by La Trinidad Water District (LTWD) through
“schedule system”. The clients inquire for LTWD services through the communication
materials like tarpaulins and calendar.
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The study was conducted in the five selected barangays. The barangays were
selected based on the total population of clients connected to LTWD services. Table 2
shows the top five barangays with highest household connections selected.
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Figure 1. Map of the Province of Benguet showing the location of the study
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LEGENDS:
Not Selected Barangays
Selected Barangays
ALN O
BINENG
B
A
H
ALAPANG
O
N
WANGAL
CRUZ
SHILAN
POBLACION
TAWANG
B
B
E
A
T
L
LUBAS
I
PUGUIS
A
L
PICO
BECKEL
AMBIONG
Figure 2. Map of La Trinidad showing the selected barangays for the study Table 2. Top
five barangays of La Trinidad in terms of number of household with metered connection
(As of March 2012)
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BARANGAYS
NUMBER OF HOUSEHOLD
WITH METERED CONNECTION
Balili
2,532
Pico
2,435
Poblacion
2,007
Betag
1,483
Puguis
828
The study was conducted from January to March 2013.
Respondents of the Study
The research focused on the clients of La Trinidad Water District. There were two
groups interviewed for the study. The first group were the key informants from La Trinidad
Water District (LTWD). These people were selected based on their involvement in the
planning and production of the LTWD calendar. The key informants for the study were
LTWD General Manager Oliver Taule and Mrs. Lourdes Lacamen from the Administrative
Department.
On the other hand, the second group were the selected 50 clients who inquired for
the water services or the clients who obtained a copy of the LTWD calendar.
The second group of respondents were selected through purposive sampling. They
were chosen from the top five barangays mentioned earlier. The criteria in choosing the
respondents were: (1) received copy of LTWD calendar and (2) 18 years old and above.
There were 10 respondents per barangay. The 10 respondents from each of the
barangay were asked if they received a copy of the calendar.
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Subject of the Study
The study focused on the 2012 La Trinidad Water District calendar.
The most common communication material produced by La Trinidad Water District
for their clients was the calendar. The LTWD calendar contains water related topics and
other information.
The blue and white colored calendar is composed of 6 pages of 11” by 17” paper.
In the 2012 issue, La Trinidad Water District placed information about flood causes, types
and safety precautions. The information on the calendar were distributed alternately. At the
top portion of pages 1, 3 and 5 of the calendar, there were illustrations about causes of
flood. At the right side, information on causes of flood and its types are located. On the
other hand, pages 2, 4, and 6 contain illustrations about types of floods while at the right
side are information about safety precautions and the information source.
Below the information about flood, the institution address and pumping stations contact
numbers, the name of the institution and its slogan were placed.
There are 2 months in each page. Dates on Sundays and Holidays are in brown font while
Saturday dates were in green. Monday to Friday dates are in blue.
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Figure 3. First part of the 2012 La Trinidad Water District calendar showing information
on causes and types of floods
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Figure 4. Second part of 2012 La Trinidad Water District calendar showing information on
safety tips for floods
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Data Collection
Generally, this study used qualitative approaches in gathering the needed data.
The researcher personally gathered the data and other pertinent information.
Assistance from the residents of each barangay was sought for guide and direction.
The researcher used guide questions for the key informants. The guide questions
developed obtained pertinent information regarding the selected communication material.
Informal interview was used to clarify certain things about the communication material.
On the other hand, evaluation questionnaires were administered to the selected
respondents to obtain the necessary information for the evaluation of the selected
communication material.
Data Gathered
The data gathered were the socio-demographic profile of the respondents which
includes general information on respondents’ identification, education and occupation. The
study gathered data regarding on the communication channels used by LTWD in
disseminating information. The researcher also collected data on the advocacies and
content of the communication material. Data gathered also includes the processes done by
La Trinidad Water District in developing the said communication material. Another
collected data were the evaluation by the clients in the LTWD calendar content. Lastly, the
suggestions and comments of the respondents with regards to the improvement of the
communication material were collected. Data collected were based on the information
content and overall processes done for the material.
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Data Analysis
All information gathered were consolidated, tabulated, presented and analyzed
using descriptive statistics.
The study used both qualitative and quantitative methods of data analysis.
Qualitative methods like the interview were used to determine the planning and production
of the communication material. On the other hand, quantitative methods were done in the
frequency counts, mean and percentages of the responses of the respondents in the given
questionnaire.
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RESULTS AND DISCUSSIONS
Socio-demographic Profile of the Respondents
Table 3 shows the socio-demographic profile of the respondents of the study. The
data include their sex, age, educational attainment, meter connection type, and user
classification. There were three classifications of respondents that were used in the study
which include commercial user, residential user and government institutions. The 50
respondents belonged to the selected top five barangay with highest water connection.
Sex. Out of the 50 respondents, majority (78%) were female and 22% were male.
Age. The respondents age were divided into four brackets wherein 60% belonged
to 18-28 age bracket. The same number of respondents (16%) belonged to 29-39 and 4050
age brackets while half of it (8%) belonged to 51-61 age bracket. The oldest respondent
was 58 years old while the youngest age was 18.
Educational attainment. More than half (66%) of the respondents were college level. In
addition, 30% of the respondents belonged to high school level and the remaining 4%
reached elementary level. This implies that La Trinidad Water District clients reached high
educational level.
Occupation. Majority (70%) of the respondents were unemployed. They were students,
housewives and fresh graduates. In addition, 14% of the respondents were owners of
business. Only 10% of the respondents were laborers and 6% were government employees.
Under the residential users, majority (50%) of them lives in boarding houses while 40%
of them live in their own houses and only 10% lives in apartments. Moreover, respondents
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
from commercial users, operate sari-sari store, food house, boarding house, rice retailing
and carwash businesses.
Furthermore, the three respondents under government institution category were kagawad
of Barangay Balili, examiner of Registry of DEEDS, and teacher of Puguis Elementary
School.
User classification. Out of the 50 respondents, 80% belonged to residential water user
while 14% and 6% of them belonged to commercial water user and government institution
user respectively. The result supports the 2012 report of LTWD wherein most of the clients
were residential water users, next were commercial users and the least were
128 government institutions water users.
Methods used by La TrinidadWater
District in Information Dissemination
For 33 years of service, the La Trinidad Water District has created several communication
channels to disseminate their services and information to their clients. According to Mr.
Taule, the institution mostly used print media in disseminating information to their clients
such as flyers, posters and the calendar. In relation to this, Salting (2006) said that print
media is a medium that disseminates printed matter in detailed form to reinforce other
methods of teaching and influencing people.
Furthermore, Mr. Taule added that new customers are mandated to attend
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Advocacies | LENGUAJE, NOEL A. APRIL 2013
orientation held in their office to be informed on their services and impart information to
the clients. With this, Manzano (2008) said that communication is a vital element in the
Table 3. Socio-demographic profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=50)
(%)
Age
18-28
30
60
29-39
8
16
40-50
8
16
51-61
4
8
TOTAL
50
100
Sex
Male
11
22
Female
39
78
TOTAL
50
100
Educational attainment
Elementary
2
4
High School
15
30
College
33
66
TOTAL
50
100
Occupation
Unemployed
35
70
Laborer
5
10
Business owners
7
14
Government employees
3
6
TOTAL
50
100
User Classification
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Advocacies | LENGUAJE, NOEL A. APRIL 2013
Residential
40
80
Commercial
7
14
Government Institution
3
6
TOTAL
50
100
society as it is used to disseminate information and promote understanding among members
of the community.
Based on the interview, the following strategies were used to disseminate
information:
Flyers and posters. The flyers were given to the clients if they apply for water connection.
The flyer includes services like water connection, delivery and discounts offered by
LTWD, information on bill payments, classification of the clients and rate of water
consumption. On the other hand, the posters were posted outside and inside the building of
La Trinidad Water District. It contains detailed information on the availing services offered
by the institution.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Figure 5. Photos of the flyer and sample p oster of La Trinidad Water District
Orientation. New customers are mandated to attend an orientation (Figure 6) held
at the second floor of LTWD building every Saturday at 1:30 pm onwards. The activity
started with a presentation showcasing communal forests and watersheds areas in Benguet.
Aside from the pictures, the presentation also includes background Ilocano environmental
song entitled “Saludsod ni Ading” and statements that encourage the clients to participate
in preserving and protecting the showed environment resources. Mr. Filbert Nga-otoy,
facilitator, presented the vision, mission, sources of water, services, and other business
matters. As the facilitator explained, the clients were free to asked questions to clarify their
queries.
During the question and answer, Mr. Nga-otoy said that costumers should observe leaks
in their connection to avoid contamination. He added that if there was a leak observed, the
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
water should be boiled before drinking it for the safety of the clients. He also encouraged
the clients to conserve water and express disapproval to their neighbors
who were caught in overflowing water.
Figure 6. Mr. Nga-otoy discussed to new customers their services and informs them with
relevant information
Calendar. This is a yearly give-away of La Trinidad Water District that includes not only
dates but also water related information.
The La Trinidad Water District Advocacies
In 2000, the institution started to put information on the calendar as part of their
Corporate Social Responsibility. Mr. Oliver Taule, LTWD General Manager, said that
informing their clients not only with their services but also with relevant information will
help them realize their responsibility to the institution and to the environment. In addition,
he also said that the institution need the participation of their clients in protecting the
environment especially the sources of water. This support what Holme and Watts (2000)
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Advocacies | LENGUAJE, NOEL A. APRIL 2013
stated that the continuing commitment by business to behave ethically and contribute to
economic development while improving the quality of life of the workforce and their
families as well as of the local community and society at large.
Table 4 shows the advocacies of the La Trinidad Water District from 2009 to 2013.
It includes the LTWD advocacies, reasons for choosing the information and the year of
implementation. Almost all of the collected advocacies focused on water related topics.
There were only five advocacies gathered from the key informant. Mr. Taule said
that the institution does not have hard and electronic copies of the pass issues of the
calendar. He also added that since the institution printing partner is not permanent and not
documented, it is hard for them to coordinate to the different printing press for the copies
of the calendar. These were the reasons why the researcher only gathered what just
Mr. Taule recalled. The results stated above might affect the evaluation process
which defined by Ligawen (2008) as a means of improving works that have already been
done and implement.
According to Mrs. Lourdes A. Lacamen, administrative department manager, the
channel used by the institution to disseminate their advocacies is through the calendar. She
added that information found in the calendar educates and inform their clients with water
related issues that concerns the community.
Prior to the statement of Mrs. Lacamen, the 2009 and 2010 calendar issues educates
the clients on the water cycle and forest conservation. On the other hand, issues from 2011
to 2013 inform the people on tropical cyclones, floods and importance of water in diet.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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Table 4. La Trinidad Water District advocacies from 2009 to 2013
ADVOCACIES
REASON
YEAR
IMPLEMENTED
Information on Hydrolic
Informed the people how water was
2009
cycle
form and where water came from.
Forest conservation
The role of their clients on preserving
2010
the watersheds and environment
which are very important sources of
water.
Tropical cyclones and Signal Make the people aware on typhoons
2011
Warnings
and signal warnings.
Floods and Safety Tips
Make the people aware on flood and
2012
its prevention tips.
Water as one essential
The importance of water intake in
2013
element in Asian Diet
their client’s diet.
Basis of Choosing Calendar as a Communication Channel
In 2000, the institution decided to use the calendar to disseminate information to the
clients. According to Mr. Taule, calendar was chosen as a communication channel based
on the following reasons:
Usability. The calendar as a communication channel serves two purposes which is
informing the clients not only with dates but also of the La Trinidad Water District services
and relevant information. Mr. Taule said that people were concern on time and date. He
added that the calendar is suitable in disseminating information because people are
collecting calendar to display it to their houses. With this, Mr. Taule emphasized that there
is a chance for the clients to read the information placed in the calendar because it serves
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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two purposes mentioned earlier. In addition, Mr. Taule said that with the use of the calendar
it was also easy for them to disseminate information to their clients.
Cost-efficiency. As stated earlier, the calendar as a communication material was displayed
in the houses of the clients. Usually, the life span of the calendar is one year. According to
Mr. Taule, LTWD produced calendar every year so it is a one time cost for the institution
to disseminate information.
This complies with one of Cadiz (1991) criteria for evaluation which is efficiency. She
said that the combination of resources used in the planning and carrying out of the learning
system requires at least or realistic costs to achieve objectives.
Processes Followed in the Preparation of the Calendar
Figure 7 shows the processes involved in the communication channel which starts from
the ideation of the committee, the collection, presentation of information, printing press
selection, production of the material, distribution of the calendar and the evaluation
process.
Information will be presented for selection and
consolidation of information to be approved by GM
Ideation of the committee headed by the General Manager
regarding the calendar information wherein brainstorming
activity happens
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PLANNING
PRODUC TION
DISTRIBUTION
EVALUATION
OF THE
CALENDAR
The committee suggests and chooses possible topics to be
approved by the General Manager (GM)
Mr. Ever Lagto and the General Manager collect
information needed for the calendar through internet and
coordinating with line agencies
Printing press selection through shopping and submit
specifications for layouting and design
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Checking, editing and presentation of draft to be
approved by GM
Distribution of the calendar to the clients,
employees and non-members
Evaluation process is through conversation between
the employees and their clients
Figure 7. Diagram of processes followed for the calendar preparation
Planning. The La Trinidad Water District created a committee composed of members from
the administrative department, commercial department and the office of the General
Manager. The formed committee devoted 2 to 3 meetings for the ideation, collection of the
information, presentation of information, and selection of printing press of the calendar.
The meetings were held at the La Trinidad Water District Building from September to
December.
Ideation. Mr. Taule said that in choosing the information to be placed in the
calendar it should be water related and relevant to their clients.
In the first meeting, brainstorming process started with the committee suggestions for
possible topics to be included in the calendar. After the suggestions, the committee will
decide on what topic will be placed in the calendar based on the criteria stated
earlier.
However, Mrs. Lacamen said that sometimes the means of choosing the
information to be placed in the calendar depends on the suggested topic of the manager.
She added that in this situation the manager will just present the topic and will be approved
by the committee. This is contrary to Robinson (2009) statement that decision making
involves seeking the opinion of others such as members, peers, clients, and other
organizations. Involving others in decision making communicates their role is important,
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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it conveys respect and appreciation, and it strengthens their bond with you – their leader.
After the approval on the topic, the manager will assign personnel to collect supporting
information about the topic.
Collection of information. The task of the assigned personnel was to collect related
documents to be presented in the next committee meeting. According to Mrs.
Lacamen, the person in charge of collecting the information is usually Mr. Ever Lagto,
administrative department Procurement Analyst B, but sometimes the General Manager
helped in collecting information to be placed in the calendar.
There were two means of collecting the information needed for the calendar. The first was
through internet surfing. Lacamen said that the use of internet was one of the fastest ways
to get information but it is important to them to evaluate the source to ensure credibility.
Another means of collecting information was through coordinating with line agencies.
This is true to what Braid (1983) stated that most important units in governmental agencies
operate from a central unit. Their principal function is to support the institutions in
diffusing information to the public and creating awareness and unity of the people. The
institution identify agency that have information regarding the chosen topic and then the
person assigned collect the available documents.
In relation to the mode of collection, La Trinidad Water District coordinated with
PAGASA under the Department of Science and Technology (DOST) for the information
placed in the 2012 calendar.
Presentation of collected information. After all the needed information were collected, the
person assigned will present the collected documents to the committee on the meeting. The
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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committee then selects and consolidates the collected information for the approval of the
manager.
Furthermore, the committee will also decide on other specifications for the calendar which
include the size, layout, color, font style and size, and number of copies to be given to the
selected printing press aside from the information to be included.
Selecting the printing press. Shopping is the process of selecting the printing press for the
calendar. According to Mrs. Lacamen, government agencies followed two modes of
procurement. The first is bidding which is applicable to a procurement that costs 500,000
and above. The second mode is the shopping which is used for procurement that worth
below 500,000.
The mode of procurement LTWD used is called shopping because the production of the
calendar is about 300,000 pesos.
In shopping, the institution will select at least three printing presses for the calendar. Each
of the printing presses will submit their quotation and then the committee will evaluate the
price quotation. The printing press with the lowest price will be selected for the production
of the calendar.
Production. The institution will issue the purchase order or the budget for the calendar.
The created specifications will be given to the artist of the winning printing press for design
and layouting. The artist will base the layout and design of the calendar on the
specifications given. Also, the artist will choose and put the appropriate graphics or
illustrations to be included in the calendar. After that, the finished output will be submitted
to the office of LTWD for checking, editing, and proofreading of the committee and
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approval of the General Manager. The approved draft of the calendar will go again to the
printing press to enter the corrections placed by LTWD. Lastly, the printing press will
produce the approved number of copies of the calendar.
Distribution. For implementation, the process was called distribution. This process
involved the distribution of the calendar to the clients and other people.
According to Mrs. Lacamen, the institution distributed about 12,000 copies of the calendar
which is based on the total number of LTWD clients. The recipients of the calendar include
the clients, employees, and non-members of the institution.
Moreover, there were three modes of distribution of the calendar. The first was through
the office. The clients will have a copy of the calendar upon paying their bills in the
commercial department cashier. The second mode was through employees. Each of the
employees will be given a number of calendars wherein they are responsible to distribute
it to their neighbours and non-members. Mr. Taule said that the calendar also served as a
strategy to encourage non-members to apply for water services. On the other hand, LTWD
also distributed calendar to schools, government and local offices and establishments.
Evaluation. According to Mr. Taule, the institution did not create a constant way of
evaluating the calendar. He added that most of the time the calendar was evaluated through
conversations between the La Trinidad Water District officers and the clients. However, it
is only just discussed among them and not recorded.
The result stated might affect the evaluation of the calendar wherein Cadiz (1991)
elaborated its importance which are (1) it determines if the learning system plan is on the
right course to reduce the problem and reach the objectives; (2) it points out if the learning
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system succeeds or fails; (3) it tells how to improve a learning system and (4) it makes the
proponents and participants conscious of improving their performance.
Evaluation of the LTWD Calendar based on theContent
The calendar content was evaluated based on the following scale: 1 as strongly agree (it
gives beyond the criteria); 2 as agree (it meets the criteria); 3 as disagree (it needs more
improvement) and 4 as strongly disagree (it fails to meet the criteria).
Table 5 shows the rating of the respondents on the content of the calendar. The respondents
evaluated the calendar based on the sentence construction, terms used, relevance and
conciseness of information, elements used (color, graphics), and grammar and spelling.
Based on the overall result, the respondents agreed to the effectiveness of the content of
the calendar as a communication channel for La Trinidad Water District advocacies.
In terms of understanding the content, the respondents rated it at 1.60 (strongly agree)
which means that the calendar gives beyond the set criteria for the evaluation. Meanwhile,
respondents agree (1.84) to the terms used in the calendar. In contrary to this, some
respondents during the evaluation said that some terms in the calendar such as
encroachment and levees were very technical. With regards to the sources of the
information, respondents rated it at 1.70 (agree). The same rating was given by the
respondents in the conciseness and relevant of information at 1.76 (agree). Under grammar
and spelling, the respondents agree (1.86) that the calendar meets the criteria for evaluation.
Opposing to this, there were respondents who said that the calendar have wrong grammars.
During the assessment the researcher did, there were no wrong grammar on the information
placed in the calendar.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Comparing the results from the other criteria, the elements placed in the calendar got a
disagree remark (2.5) from the respondent. Based on the follow up interviews conducted,
the color and graphic elements placed in the calendar were identified by the respondents
that need more improvements.
On the other side, La Trinidad Water District said that the colors used in the calendar were
based on the nature of the business. In support, Mrs. Lacamen said that the blue color
represents water while the green represents the environment specifically the forests.
Suggestions and Comments of the Respondents
Respondents comments on the LTWD calendar. Table 6 shows the general
comments of the respondents about the calendar. There were nine respondents who said
that the calendar is too colorful and two commented that they do not understood some
Table 5. Respondents evaluation of the LTWD calendar based on the content
CRITERIA RESPONDENTS (n=50)
MEAN REMARKS
Information on the calendar are easily read even
1.60
Strongly agree
without assistance
The information placed in the calendar are concise
1.76
Agree
The calendar uses appropriate terms
1.84
Agree
The sources of information are credible
1.70
Agree
Information included are relevant
1.76
Agree
Elements (color, illustrations) placed and used are
2.50
Disagree
appropriate in the calendar
The information in the calendar is in correct grammar and
1.86
Agree
spelling
1.0-1.69 (strongly agree); 1.70-2.49 (agree); 2.5-3.29 (disagree) and 3.30-4.0 (strongly disagree)
LTWD Calendar as a Communication Channel for the La Trinidad Water District
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terms used in the calendar. Moreover, Mrs. Nietes of Balili said that she observed some
sentences that lacks punctuation mark. In contrary to this, the researcher did not see any
lack of punctuation mark in the material, however, the comment might have been due to
the lightness of the color and size of the punctuation marks specially the periods within
series of sentences.
In addition, there were six respondents who said that the calendar elements and
information placed were ok. Based on the follow up interviews conducted, the calendar is
ok because its design and layout meets the standard calendar appearance.
Suggestions of the respondents for the improvement of the calendar. Table 7 shows
the suggestions of the respondents for the improvement of the calendar. There were seven
respondents suggested to include more information in the calendar. In line with this, a
student from Poblacion said that there should be different information in each page of the
calendar. Another suggestion is to put more water awareness topics in the calendar.
Furthermore, Robeline of Betag suggested to change the font color and size into big
and catchy ones so that it will be more attractive and attention-getting. Some respondents
suggested more visuals especially real pictures of the information placed. In addition, Ms.
Oplas said avoid to crammed words in the material and try to improve
layout.
There were two respondents who suggested change in the paper used in the
calendar. Mr. Marvin, carwash owner, said that the calendar is easily torn because the paper
is thin. Ms. Jazzy said that information should be translated into local dialects so that people
can easily understand and utilize the information.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Table 6. Respondents comments on the LTWD calendar
COMMENTS
FREQUENCY
It is too colorful
9
Some terms are not understood
2
Lack of punctuation mark
1
It is ok
6
Table 7. Suggestions of the respondents for the improvement of the LTWD calendar
SUGGESTIONS
FREQUENCY
Improve color
10
Include more information
7
Improve layout
4
More visual and real pictures
4
Improve calendar paper
2
Avoid crammed words
1
Change font size
1
Bigger pictures
1
More water awareness topics
1
Translate to local dialect
1
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to evaluate and document the processes involved in La
Trinidad Water District calendar as a communication channel for the institution advocacies.
The study was conducted from January to March 2013 using evaluation
questionnaire and key informants interview.
For the socio-demographic profile of the respondents, majority were females. More
than half of them were college level. In addition, majority belong to 18-28 age bracket. As
to user classifications, majority belonged to residential water users that mostly live in
boarding houses.
La Trinidad Water District mostly used print media as methods for information
dissemination. The calendar as a channel was chosen because of its usability and
costeffiency. All advocacies placed in the calendar were water related but past advocacies
were not included.
The processes involved in creating the calendar includes committee meetings,
collection of information, presentation of information and draft, selection of printing
partner, production of calendar, distribution and evaluation.
The respondents agreed to most of the criteria for evaluating the content of the
material except for the color and graphics placed that needs more improvement.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
Although most of the respondents agreed in the criteria given, there were points for
improvements of the calendar commented and suggested by the respondents.
Conclusions
Based on the findings, the following conclusions were drawn:
1.
The La Trinidad Water District calendar as a communication channel is
accepted by its intended audience; however, it needs further improvement.
2.
The La Trinidad Water District utilized print media for information
dissemination.
3.
The advocacy of La Trinidad Water District change every year but
information placed in the communication material are still water related.
4.
Practicality of use and ease of distributions are the main considerations of
the La
Trinidad Water District’s in choosing the communication channel.
5.
La Trinidad Water District followed certain procedures in making the
calendar.
Recommendations
Based on the summary and conclusions, the following recommendations were
derived:
1.
The La Trinidad Water District may use other forms of channel like social
networking sites and websites to disseminate information to further reach not only their
clients but the society at large.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
2.
The La Trinidad Water District may consider documenting their advocacies and
may device other forms of evaluation for their advocacies for monitoring and evaluation
purposes.
3.
The La Trinidad Water District may solicit participation from selected clients
during planning or ideation for them to be involve in the decision making process.
4.
The La Trinidad Water District may consider the suggestions of the respondents for
the improvement of the LTWD calendar.
LTWD Calendar as a Communication Channel for the La Trinidad Water District
Advocacies | LENGUAJE, NOEL A. APRIL 2013
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