DIMENSIONS OF COMMUNICATION PRACTICES OF NON- GOVERNMENT ORGANIZATIONS TO COMMUNITY STAKEHOLDERS

Abstract

The study aimed to determine the dimensions of communication practices of non-government organization to community stakeholders and to develop a framework utilizing Exploratory Factor Analysis (EFA) technique. The sampling procedure used in the study was purposive sampling. The study was conducted in Davao City with 150 participants as sample respondents. A questionnaire was created and used as the research instrument in gathering the data and was checked by an examiner for content validity. Rotated component matrix discarded 1 item out of 30 and categorized the remaining 29 items into 4 dimensions. Results revealed that there are four dimensions of communication practices of non-government organizations to community stakeholders based on the Eigen values of not less than 0.4. These are application of participatory communication approach, utilization of digital media tools and strategies, used of traditional communication channels and organizing events and Public communication. Also, communication practices framework was established, and communication interventions were proposed to minimize communication problems in the implementation process of NGOs.