Chapter 1

Introduction

This chapter includes background of the study, statement of

the problem,

I. BACKGROUND

II. STATEMENT OF THE PROBLEM

Generally, the study aimed to assess the communication

practice of Caritas Manila that will serve as the basis for

the communication plan for the year 2008.

And also, the study seeks to answer the following

questions.

1. What are the communication tools used by Caritas Manila

for the year 2006?

2. How effective does the message delivered by the Caritas

Manila ?

3. What are the factors does the Caritas Manila consider

in choosing the right communication tool to be used in

delivering their message?

4. How do the sponsors/institutions of Caritas, Manila

respond to the chosen communication tool?

III. SIGNIFICANCE OF THE STUDY

This study will be able to assess the communication

practices of Caritas Manila, for the effective used of the

chosen communication tool for the message delivering as for

the basis for the communication plan for the year 2008.

This study can give some useful data to pursue

profound studies for the enrichment of the knowledge and

development of sponsors/institutions of the Caritas, Manila.

This study aim to evaluate the communication tools

(e.g. brochures, press release, advocacy ad, print & TV ad)

used by Caritas, Manila are effective tools among the given

sponsors/institutions. It would also determine how users

(sponsors/institutions) perceive the effectiveness of the

communication tools and how they’ve response to it. This

would also provide them an assessment of the performance

(strong & weak points) of their organization, for the basis

of proposed communication plan for 2008.

General Public – may find the study beneficial. This study

will help them to raise awareness about the strategic tools

used by Caritas Manila. This will also inform them on how

they will deal and take actions in this kind of

organization.

Sponsors/Institutions – Since the study focuses on the

effectiveness of communication tool used by Caritas,

Manila, the researcher believe that the

sponsors/institutions are the target or beneficiary for

they can be able to measure their status, and how long

their understanding in terms of perceiving the message

totally.

Future Researchers – This will beneficial for them because

they can use it for future references.

Mass Communication students – As communication researcher,

this will be helpful to them that it could be a basis for

reference for future study.

III. HYPOTHESIS
 In conducting of the study, the researchers formulated

a hypothesis to serve as a basis in designing the study.

1. Caritas, manila used tri-media such as print, TV and

radio as a communication tools for the year 2006.

2. The message delivered by Caritas, Manila is very much

effective for that it was successfully understood and

perceived by their sponsors.

3. The factor that the Caritas, Manila should consider in

choosing the right communication tool to be used in

delivering their message is very simple yet it has to

result in a very effective manner.

4. The sponsors/institutions of Caritas, Manila respond to

the chosen tool if and only they received its message

clearly and well understand.

IV. Scope and Limitations

 This study will focus on the effectiveness of the

communication tool used by Caritas, Manila for the basis of

proposed communication plan for 2008.

The research will conduct within the organization

premise on Pandacan, Manila .

Survey form will be given to various companies,

individual, corporations that sponsored or donated to

Caritas, Manila to be able to know how/ on what kind of

medium they’ve used.

The period of the study will cover their communication

plan for the year 2007.