PLANNING PUBLIC RELATIONS MEDIA FOR PARTICIPATORY LOCAL DEVELOPMENT PROJECTS OF PHETCHABURI RAJABHAT UNIVERSITY

Abstract

This research has the objectives of 1) studying guidelines for planning public relations media 2) creating a network to participate in planning public relations media 3) creating a public relations media plan for the local development project of Phetchaburi Rajabhat University. Qualitative research methods Use the tools of in-depth interviews and focus group discussions. Key informants include personnel from the university's corporate communications group Total of 4 people, representatives of personnel who carry out local development projects, totaling 8 people, and community networks participating in the project covering areas of 2 provinces: Phetchaburi Province and Prachuap Khiri Khan Province Select 16 areas to study, selecting 5 key informants from each area, totaling 80 people, to analyze the content data and summarize the overall picture. Found that 1) guidelines for planning public relations media Emphasis on media in the area, including news towers, social media. Radio programs are broadcast respectively. Such media is close to people in the community. It is a medium that can be accessed quickly. There are suggestions to use a variety of media. Have the right frequency The content is designed to be interesting. 2) Public relations planning network An informal membership group has been established. and communicate through community leaders There is a community mechanism. and bureaucracy involved Participate by attending the meeting. Leave a comment and follow the conclusions Public relations knowledge is promoted, such as content design. Photography/video techniques Social media use 3)Preparation of public relations media plan Emphasis on plans that can be adjusted according to the situation, not fixed. Appropriate media used in the area include: Audio programs via the news tower social media radio broadcasting program And there must be sufficient budget allocated to support public relations.