A Study on the Relationship between the Use of Image Repair Strategies and Perceived Organization-Public Relationship of the Metro Manila Development Authority (MMDA)

Abstract

The study determined the relationship between Image Repair Strategies (IRT) and Organization-Public Relationship (OPR). The application of the concepts of IRT and OPR is contextualized under the occurrences of natural disasters, particularly during major flooding and typhoons. The main problem of the study seeks to answer the question, “What is the relationship between MMDA’s use of Image Repair Strategies and Organization-Public Relationship during natural disasters?” The specific objectives of the study intend to answer the frequency of use of Image Repair Strategies, its perceived appropriateness, and its perceived effectiveness. Next, the study compared the use of Defensive and Accommodative strategies in terms of their perceived appropriateness and effectiveness. Finally, the study examined the relationship between Image Repair use and Organization-Public Relationship Scores. A quantitative descriptive study was undertaken. A total of 130 respondents were chosen from the community of Barangay Tañong in Marikina City using random sampling and convenience sampling technique. Two instruments were used in the study: the first one was devised following Benoit’s (1987) Image Repair Strategies typology, meant to empirically test the concept of Image Repair; meanwhile, the second instrument formulated by Kim (2002), was utilized to measure the Organization-Public Relationship score of MMDA as perceived by the respondents. After the questionnaires were distributed, data was analyzed using a combination of descriptive and inferential statistics on SPSS 17. Results indicate that there is an inconsistency in overall use of Image Repair Strategies by the MMDA. Data yielded a mean average of 3.2 and a standard deviation of 0.46 which suggests that IRS are observed only “Sometimes.” Next, findings reveal that Accommodative Strategies differ significantly from Defensive Strategies in terms of perceived appropriateness and effectiveness with results yielding p-values of .000 and inverse correlations. Finally, the study concludes that there is no observed significant relationship between use of Image Repair Strategies and perceived Organization-Public Relationship as evidenced by the p-value result of 0.156, notably higher than a=0.05. This conclusion points to the fact that correlations between the two variables are negligible or insignificant. Implications and future directions for research are discussed.