PUBLIC RELATIONS EFFICIENCY FOR CHINESE TEMPLE IN THE NEW NORMAL

Abstract

Changed and thus the way public relations is done must also be changed in order for the Chinese sect temple to keep good relations with its people.

The purpose of this thesis is as follows

1)  Improve the performance that the Chinese sect temple has in its public relations and strategies and new ways of how to develop leadership and an organization.

2)  New methods of leadership and organization development, public relation strategies and media usages that will affect the Chinese sec temple.

3)  Effective ways that the Chinese sect temple can use public relationsa

This thesis uses a combination of quantitative research alongside with qualitative research.

The quantitative research uses stratified sampling from worshippers in Thailand with a size more than 300 people by using criteria 20 times of observation variable. The tool that was used was a survey questionnaire and analyze with structural equation modeling.

As for qualitative research, it used data gathered from 17 interviewees with semi-structure such as from abbot and director of public relations, the research results are as follows

1)  Effectiveness of public relations, leadership, development of organization, public relations strategy and usage of advertising are the most important

2)  Variables that effect the temple’s effectiveness of public relations in order, which are strategy to do public relations, media’s usage, development of organization and a new way in leadership

3)  The way to make effective public relations in a new way of Chinese temple are to bring technology to use for public relation, focus on supporting people to visit the temple, and support citizen’s faithfulness toward Chinese sect temple to create satisfaction in practices of Chinese sect monks and able to recommend relatives or friends to join Chinese

 sect temple’s activity, create a good impression of Chinese sect temple’s director and acknowledge the value of Chinese sect temple.

Therefore, this thesis has a value toward Buddhist institute for planning on public relations in order for worshippers to be able to reach and gain knowledge about Chinese sect temple with the use of theory and management principle based on scientific according to formula model in this research.