The perceptions on the Public Image of Metropolitan Manila Development Authority (MMDA): A Case Study

Abstract

People want a better place in life. They are always looking for opportunities and chances in this world. For many of the Filipinos, they leave their provinces and go to the city to seek for a better future. They think that the city, particularly Metro Marnia, has everything that their town homes cannot offer. Because of this, congestion happens in Metro Manila. Problems are plaguing the city and the local government cannot control the emergence of crises. The government has to do something to ease the burden of the people living in Metro Manila. They established a branch called Metropolitan Manila Development Authority (MMDA). MMDA is an organization created in March 1995 through RA. 7924. It exists in order to administer the affairs of Metro Manila and effectively deliver metro-wide services. IT shall perform planning, monitoring, and coordinating functions and in the process exercise regulatory and supervisory authority over the delivery of metro-wide services within Metro Manila. This government institution is accountable to the public so they have a say on the performance of the organization. In this case, the researcher wants to determine the perception of the public on the image of the said organization. The researcher also aims to find out what the actual image of the organization is and what is the role of the Public Relations in projecting a good image to the public. Finally, it aims to determine the strategies used by the organization in projecting a good image to the public. The image of an organization Is very important. To a company or organization, its image is its most valuable asset. It is so unpredictable that once the image or reputation is destroyed, the public may not support its services or products. Also, the opinion of the public greatly matters. It is so dynamic that one step from the organization and the perception can be swayed to either good or bad. The study done is descriptive in nature. It was conducted in a public organization, that is the MMDA. The researcher interviewed the head of the Public Information Office of the organization. Survey questionnaires were also given to 120 motorists as the sample population to determine their perception on the image of MMDA. Based on the responses, the researcher found out that the public knows about the branch of government called MMDA. They were also aware of the projects being implemented by the organization. The public became aware through the help of television, radio, newspaper, personal encounter and through signposts. fiiers and sometimes through other people. The questionnaire also shows that they follow and support the projects because it will help in the development of Metro Manila and the improvement of urban life. The data revealed that the public has a bad perception on the image of the organization because of officials who abuse their authority and ask for bribes. It also shows that if these erring officials will implement the projects effectively then the image of the organization will be good. From the interview, the researcher found out that public relations play an important role in projecting the good image of MMDA. Through public relations. the organization conducts press and photo releases, media coverage and press conferences The pt1blic relc1tions strategies of the organization are well planned They l1ave a short-term and long-term plan for the image building of the organization. At the end of the study, the researcher gave out several suggestions to others who may want to conduct the research in the future. They may want to conduct the same study in another government agency or they may focus on a private organization, say a business company. They may also want to focus on other factors that affect the perception of the public, it can be advertising or marketing of the image. Finally, they can also have a comparative study between a private and public organization that delivers the same product or service.