COMMUNICATION FOR CULTURE BUILDING IN CORPORATE GOOD GOVERNANCE OF THUNG SONG TOWN MANCIPALITY, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research article were to study 1) communication concepts and policies, and 2) the communication management process of Thung Song Town Municipality in communications to build an organizational culture of good governance. The qualitative research method of in-depth interviews was used and the key informants were 23 people directly involved with the communications for building an organizational culture. The results showed that 1) there were 4 main communication concepts: 1.1) communicate to build awareness for all target groups; 1.2) communicate to stimulate all people to join forces; 1.3) communicate to create determined participation with hearts; and 1.4) communicate with continuously enhance to inspiration. The 4 major communication policies were: 1.4.1) build realization, knowledge, understanding, good attitudes and good work behavior; 1.4.2) regularly communicate visible successful work results; 1.4.3) communicate through model workers in every part of the organization; and 1.4.4) provide venues and opportunities for players to exchange information and experiences. and 2) The communication process consisted of 2.1) analyze communication problems throughout the organization, including both administrative and operations-level workers, and identify strong points, weak points, and possible approaches for improvement; 2.2) make a communications plan utilizing strategies and tactics that are compatible with the goals of an organization that has diverse responsibilities; 2.3) use to-the-point content management with creative media production, and get the message to people all over the organization by using all kinds of media channels; 2.4) evaluate every step of the communication process with an eye to improvement; and 2.5) support the process with organizational communications management that maintains clarity in terms of people, structure, missions, roles, responsibilities, work process, work delegation mechanisms, directing, problem solving, participatory decision-making and reporting.