Dimensions of NGOs’ Communication Strategies with Community Stakeholders in the Philippines

Abstract

The study aimed to identify the dimensions of non-governmental organizations' (NGOs) communication strategies employed to engage with community stakeholders and to develop a framework by applying exploratory factor analysis (EFA). Through purposive sampling, 150 respondents were chosen to complete a survey questionnaire designed by the researcher. The rotated component matrix removed one item from the original 30, arranging the remaining 29 into four dimensions. The findings identified four major communication strategy dimensions employed by NGOs with community stakeholders, each having an Eigenvalue of at least 0.4. These elements include digital media presence, traditional channels, participatory communication, and event and public relations. Consequently, a framework for communication methods was developed.

Keywords: Communication strategies, community stakeholders, NGO, participatory communication, Philippines