A comparative analysis of the organizational communication patterns of startup and established PR agencies in the hybrid work setup : towards a proposed organizational communication plan

Date

7-2023

Degree

Bachelor of Arts in Communication Arts

College

College of Arts and Sciences (CAS)

Adviser/Committee Chair

Michelle Anne N. Sto. Tomas

Abstract

The public relations (PR) industry has seen steady growth in recent years despite the work disruptions caused by the pandemic. With the post-pandemic transition to the hybrid work setup, both established and startup PR agencies have undergone significant adjustments that affect their organizational culture and communication. This study aimed to analyze how startup and established PR agencies practice organizational communication in the hybrid work setup. Specifically, it aimed to explore the similarities and differences between the two workplaces. In fulfilling this objective, the study gathered the narratives of selected employees from both established and startup PR agencies in NCR. The narratives were thematically and comparatively analyzed based on Te’eni’s Cognitive- Affective Model of Organizational Communication. Aligned with pre-pandemic study findings on the differences between established and startup companies, the study found that startup PR agencies' organizational communication in the hybrid work setup is more flexible, while established PR agencies' organizational communication is influenced by communication guidelines and protocols. With this, a proposed organizational communication plan was designed based on identified communication strategies from both groups.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 993.5 2023 M3 A97

Document Type

Thesis

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