COMMUNICATION TO GAIN THE POSITION OF CHAIRMAN OF THE PROVINCIAL ADMINISTRATIVE ORGANIZATION

Abstract

The objectives of this research were to study 1) communication of the characteristics to gain the position of chairman of a provincial administrative organization (PAO); 2) communication strategies to gain the position of PAO chairman; and 3) approaches for developing better communications to gain the position of PAO chairman. This research used the qualitative research method of in-depth interviews. There were 12 key informants, chosen through purposive selection, consisting of 1) 3 individuals who had held the position of PAO chairman for at least 2 terms and who had a background of coming from a family of politicians or from the business sector or from the civil service, 2) 6 people working for the communication teams of PAO chairmen (2 from each province), and 3) 3 academics working in the field of political communication. The findings reveal that, in terms of communication of the characteristics, people seeks leaders who are knowledgeable, experienced in political work with the local community, good listeners, honest, and possess a strong personality. These findings align with the research of Haime, A., et al., which highlighted that prior political experience significantly contributes to electoral success. Regarding communication strategies characteristics to gain the position, effective strategies include crafting memorable messages, utilizing diverse communication channels, and emphasizing participatory communication as key drivers of success. This aligns with previous studies on strategic communication in political contexts. Finally, the study suggests that individuals aspiring to the position of PAO chairman should develop their communication by evaluating their own attributes, planning and refining their approaches, enhancing necessary skills, appropriate to the situations, and analyzing the needs of the public. These steps are critical for achieving effective and successful communication tailored to the audience.