Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

New City Commercial Center (NCCC) Mall is one of the leading Malls in Davao City. The mall employed various strategies and tactics in order to attain such prestige. Coupled with this is the Mall?s Public Relations methods that deliberately create and provide their external and internal public to know more and be updated of the activities in the Mall. Part of the Public Relations tactics is the utilization of PR tools. In this case, the study delimits such PR tools into one regular newspaper press release as basis for analysis. Through the press releases, this study aims to find out the agenda set by the NCCC Mall as portrayed in the external press releases from February of 2004 to September of 2009. The press releases found in the online archive of SunStar Davao was analyzed with the use of Topical analysis to determine the agenda set by the NCCC Mall through its press releases. Included in the analysis of the press releases are its type of releases, style, format, and frequency. These enable the proponent of this study to determine how the image of the organization forms in the minds of people. The results of the study show that five(5) subject matter/topics are found in the press releases. These are Sponsorship, Promotion, People, Crisis/Bad news, and Event. The ?event? being the most frequently used topic in the press releases. By featuring the events held in different area in NCCC Mall, the Mall is endorsing and telling the people that they have everything they needed. Thus, NCCC Malls serves as a place for people to stroll and window shop, but also a place to celebrate and enjoy. Also, NCCC Mall gives an atmosphere of safety and cleanliness that makes people come and forget about time. Events held in NCCC Mall like fairs, exhibits, and conferences gives two reasons why people come to the Mall. First, is that the NCCC Mall serves as a haven after their stressful day. While, the second reason is that others come to the Mall for employment. Thus, people from all walks of life gather to the Mall to take refuge either for a place for relaxation and gateway from reality at least for a few minutes, or a place for employment. Hence, the image ?Makamasa? of NCCC Mall is very apparent in its press releases. In conclusion two (2) agenda are determined. First is the NCCC Mall creates an image in the minds of people as a Mall that serves as a landmark of experiences, fun, and a place for celebration, a modern day plaza. Second is as an organization that is competitive at the same time an organization that cares and can be trusted. Hence, the topic that are frequently used helps in creating a ?picture? in the minds of the people that is favorable to the organization's image.