Thesis (BA Communication Arts) -- University of the Philippines Mindanao, 2018

The Risk Perception Attitude (RPA) Framework was developed by Rajiv Rimal and Kevin Real in 2003. The theory categorizes the audiences into four groups ? responsive, avoidance, proactive, and indifference. These individuals vary in their level of perceived risk and perceived self-efficacy. In the Health Belief Model, perceived risk is a component of the communication exposure. However, in the RPA framework, perceived risk is considered to be a product of an individual?s personal history and experiences. In this study, the constructs perceived risk and efficacy were measured through a survey, other methods such as conducting focus group discussions and key informant interviews supplemented the study?s quantitative method. These were done in order to assess the client organization?s capacity to deliver the campaign. Additionally, the objective of conducting the group discussions was to document best flood mitigation practices and local knowledge. In order to construct a communication plan, the Research-Objectives-Programming-Evaluation process was utilized as the umbrella framework of this study. The strategies and key messages of the campaign were designed through inducing susceptibility, severity, benefits, and self-efficacy messages that would increase the participants? motivation to adopt the flood preparedness behavior.