The higher education institutions are mandated by CHED to be the platforms for research and development in pursuit of inclusive social and economic development through the Republic Act 7722. Research and development are two but inseparable aspects that have to be taken into consideration for any country´s development agenda to be successful. Research is paramount for meaningful development. Without research development efforts would be baseless and research to be meaningful, it has to observe ethical principles. This promotes the aims of research, such as knowledge, truth, and avoidance of error.

After more than a century, the Polytechnic University of the Philippines continues to perform a significant role in nation-building and it remains steadfast in its resolve to participate in the national and global academic area. The current university administration, with Dr. Manuel M. Muhi…

with Dr. Emmanuel De Guzman at the helm, strengthens and highlights even further the role of the university in the production of important knowledge, information and ideas as aptly reflected in the University's vision of becoming an EPISTEMIC COMMUNITY.

In this regard, the University adopts a clear, practical and realizable University Research Agenda (URA) meant and calculated to:

(1) be aligned with the strategic plan of the University;

(2) unify the direction and framework of the research activities of the University;

(3) align the research efforts of the University with the thrust and priorities of national government agencies e.g. Department of Science and Technology (DOST), National Economic and Development Authority (NEDA), Commission on Higher Education (CHED), among others; and

(4) generates researches, scientific, social, cultural and technological development’.

Thus, the Bachelor of Advertising and Public Relations program is committed to the goal of the University of "EMBEDDING A CULTURE OF RESEARCH" through developing skills with the use of modern mathematical and analytical tools for planning and decision-making and to develop skills for professional careers as economic practitioners and researchers and university teachers. Specifically, the Department Advertising and Public Relations of seeks to:

• Nurture a scholarly attitude towards research and promote research-oriented activities which are in line with the curriculum development of the Department of Advertising and Public Relations Academic Programs

• Increase the quality of research skills of faculty and students

• Enhance opportunities for research support for faculty and students by promoting multi-disciplinary research and creative activities

• Produce quality research outputs than can contribute to national development

ADPR Curriculum Student Services Promotion of BAPR

Instructional Materials Development ADPR Faculty

Faculty members of DAPR have enjoyed the benefits of the university’s financial support for paper presentations and publication. Some of them have already benefitted from the university’s provision for international paper presentations which includes expenses incurred from registration fee, airfare (provided it is the lowest round-trip ticket), and daily subsistence allowance based on the rates set by the United Nations Development Programme (UNDP). Faculty members who present their paper in national conferences on the other hand, are given the usual financial assistance allowed by guidelines issued by the Department of Budget and Management (DBM) and the Commission on Audit (COA).

Research, in the Department of Advertising and Public Relations, has indeed become more relevant, more pervasive and more interactive. It has become an integral part of the Degree Program in Advertising and Public Relations as well as of its faculty development program.

• A total of 15 research papers were completed by the department within four (4) years from June 2018 to May 2022. On average, the department produced almost four (3.75) researches a year in the last 4 years. All regular faculty members have completed at least one (1) research paper. On average each regular faculty produced more than two (2) researches in the last four (4) years.

• Five (5) research papers were published in journal accreditation like ISI, Scopus and those with ISBN. Two (2) were cited after publication, likewise in journal accreditation. A total of eight (8) studies were presented in various conferences and almost all are in the international fora.

Invigorated research programs have also created plenty of opportunities for faculty and students to collaborate on different research projects, as such a total of seven (7) collaborative researches were produced. These have provided avenues for them to further hone their research skills. More importantly, these research undertakings contribute to a better understanding of local and national issues, the results of which can be used by local government units as well as the national government in policy formulation.

DAPR boosted the research capabilities by adding another research subject to the program. Now the department has a total of 6 units in the 2018 curriculum. This intensifies the students’ capabilities to produce industry-driven research works that can contribute to the improvement and transformation of the advertising and public relations industry. Just this year, the pioneer students under the 2018 curriculum presented 47 research proposals, and 26 of this have already successfully defended, all with the aim of contributing new knowledge and insights to the industry.

Typhoon Risk and Disaster Communication in Muntinlupa City: A Case Study

Dr. Jerielyn V. Reyes

ICOMS

Malaysia, Zoom, 2021

Perceived Impact of the AMMPD’s 20-Years Celebration of Persons with Disabilities Day

Dr. Jerielyn V. Reyes and Prof. Reynaldo A. Guerzon

ICOnEx

Philippines, zoom, 2021

Students’ Satisfaction on the Students’ Support System on Distance Learning: Basis for Development Programs

Dr. Jerielyn V. Reyes

STOU

Thailand, zoom, 2021

Viewing Experiences of the Deaf Community on Television News Programs in the Philippines during Covid-19 Pandemic

Dr. Rudolf Anthony A. Lacerna

ICOMs

Malaysia, zoom, 2021

Awareness, Knowledge, and Attitudes of Bachelor of Arts in Broadcasting Students on HIV/AIDS: Basis for PUP OUS Gender and Development Activity

Dr. Jerielyn V. Reyes

STOU

Thailand, zoom, 2020

Ethical Practices in the Content of Food Supplement Advertisements

Dr. Jerielyn V. Reyes

IHERF

Philippines, 2019

Cigarette Graphic Health Warnings (GHW) on the Behavior of Smokers: Basis for Effective Anti-Smoking Campaign

Dr. Jerielyn V. Reyes

IHERF Philippines, 2019

Ethical Practices in the Content of Food Supplement Advertisements

Dr. Jerielyn V. Reyes

PUP, 2018

The Perceived Impact of Online Student Evaluation to the Performance Among Faculty from PUP Branches and Campuses: Basis for Policy Review and Implementation

Dr. Jerielyn V. Reyes

IRCHE, 2018

Graphic Health Warning and Its Impact to Smokers

Dr. Jerielyn V. Reyes

IHERF, 2017

The Level of Sustainability of Small Offset Printing Business in the National Capital Region

Dr. Jerielyn V. Reyes

APCORE, 2016

Framing the Content of University News Presented by PUP CreaTV

Dr. Rudolf Anthony A. Lacerna

College of Communication Research Colloquium 2019 with the theme Building a Knowledge- Based Society through Communication Research

PUP, 2019

Proposed Media and Information Literacy (MIL) Teachers’ Competenc y Framework for Senior High School Education in the Philippines

Dr. Rudolf Anthony A. Lacerna

12th Biennial Convention of the Pacific and Asian Communicati on Association (PACA) with the theme Communicati on and Industrial Revolution 4.0

Faculty of Humanities, Arts and Heritage of the Universiti Malaysia Sabah in Kota Kinabalu, Malaysia, 2018

The Interrelation ship of the Demographic Profile, Leadership Traits and Communication Behavior Among the Polytechnic University of the Philippines College of communication Student Organization Leaders of A.Y. 2017- 2018

Dr. Rudolf Anthony A. Lacerna

2018 College of Communication Student Research Colloquium

PUP, 2018

Assessment on Media and Information Literacy (MIL) Competenci es of Senior High School Teachers in the Philippines’ National Capital Region: Basis for a

Dr. Rudolf Anthony A. Lacerna

International Congress on eLearning 2017 with the theme Driving eLearning Engagement Beyond Cross Cultural Borders

Vietnam, 2017

Assessment on Internship in the Polytechnic University of the Philippines Institute of Technology: Basis for a Comprehen sive Training Program

Dr. Rudolf Anthony A. Lacerna

APCORE

Dusit Thani Hotel, Pattaya, Thailand, 2016

Mga Nagsasaya wan sa Kasalan: The Phenomeno logy of Lukayo Performers in Kalayaan, Laguna

Dr. Rudolf Anthony A. Lacerna

2016 International Higher Education Research Forum with the theme Realizing the Future Through Responsive Research Innovations in Higher Education

Philippines, 2016

KAIBIGAN LANG PALA: A Qualitative Inquiry on the Case of the Teenagers who Experienced Friendzone

Dr. Rudolf Anthony A. Lacerna

34th International Conference on Social Sciences and Economics

Singapore, 2015

Proposed Interactive Instructional Materials for Multimedia Production Course in PUP Open University

Prof. Christwin Felix

2017 Open University System Graduate Research Conference

PUP, 2017

NEGOTIATING EDUCATION AMIDST COVID-19 PANDEMIC: CHALLENGES AND STRATEGIES IN ONLINE LEARNING AMONG COLLEGE STUDENTS IN MANILA, PHILIPPINES

Prof. Jeffrey R. Ancheta

Youth Voice Journal

The Perceived Impact of Online Student Evaluation to the Performance Among Faculty from PUP Branches and Campuses: Basis for Policy Review and Implementation

Dr. Jerielyn V. Reyes, Prof. Reynaldo Guerzon and Prof. Aris Solis

KnE Social Science

Cigarette Graphic Health Warnings (GHW) on the Behavior of Smokers: Basis for Effective Anti-Smoking Campaign

Dr. Jerielyn V. Reyes

IHERF Forum Book of Abstract