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

The study was conducted in order to assess and to evaluate the contents of Davao Crocodile Park's public relation tools. The primary focus of the study was the image that has been revealed and reflected by the contents of the most exposed public relation tools. This study was able to gather information about the image that Davao Crocodile Park desires to project through an interview with the Marketing Manager and Operations Manager. A survey was also done to Davaoenos who have visited the park. These Davaoenos were under the age bracket of thirty to fifty years old or the middle adulthood. They were considered as the receivers and users of the media produced by Davao Crocodile Park. The survey revealed the most exposed public relations tools, their needs when visiting the park and the messages that Davao Crocodile Park delivers through the shows. It also disclosed the most informative, effective and convenient public relations tools. The study analyzed the content of the PR tools that revealed and reflected the image of Davao Crocodile Park as being an advocate of wildlife conservation, educator and environment friendly institution. This images were evident in the content of newspaper articles, website, and TV shows where Davao Crocodile Park appeared. The interrelatedness of the variables of the study constituted to what uses and gratifications theory suggests. The source of the media which was the Davao Crocodile Park, the public relation tools they produced and the Davaoenos were all parts that make the communication process as a whole. Consequently, Davaoenos made intelligent choices as to what tools best gratify their needs. The result also revealed that there was coherence with the image that Davao Crocodile Park desired to project. The contents of the newspaper articles and advertisements, website and TV commercials and shows were geared towards brining out the image that Davaoenos clearly comprehend. The content analysis of Davao Crocodile Park's PR toll was aimed to improve the public relations of the park and continually strengthen their rapport to Davaoenos. The analysis determined the existing need to extend the efforts of the park in terms of communicating to the public. It also gave attention to identifying the less exposed forms of communication. In this way, they can develop the contents of these tools so that users are able to appreciate its existence. Moreover, it is known that there is an evitable changing needs every time users receive the media. It is important to note these growing changes because this can be the basis of the media's content. The content must not only address to the message that the organization desires to deliver but it must gratify the needs of the users as well. Thus, a regular content analysis of the PR tools is important as it monitors whether the message and the image are clearly delivered to the users.