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

This study was conducted not only to justify that a company has a company agenda expressed in the public relations tools that they utilize but also prove that media affects public opinion. The study was able to gather information regarding the public relations tactics of Megrande Ocean Resort, specifically their target markets opinion as perceived image of the company based on their PR tools. This was done by identifying and analyzing the contents of each PR tool that MOR currently utilizes in order to determine the company agenda. While the target market's opinion regarding the company's image was determined by interviewing and handing out questionnaires to the company's target markets. This research was able to reveal that the company agenda of Megrande Ocean Resort, as expressed by their company flyer, company brochure, company website, and the costumers' word-of-mouth, is Megrande Ocean Resort offers very accessible and affordable fun and relaxing, day and night. This study was able to reveal that Megrande Ocean Resort's Company agenda coincides with their target markets perceived image of their company, hence the company's public relations tools were effective channels through which the company delivers their intended message to their public. The relationship among the variables considered adheres to the definition of MCCombs and Shaw's Agenda Setting Theory, that the media affects public opinion. The study was also able to determine the customer's word-of-mouth and company website are the most effective among their public relations tactics. This information will assist the company in determining the areas that needs improvement for their brochures and flyers to serve their functions well. The date gathered revealed that the perceived image of a company/organization is an example of public opinion and can be affected by the media. The conducted analysis of public relations tactics was therefore successful in determining Megrande Ocean Resort's current company agenda and image to its target markets.