Public Relations Strategies of OTOP Product Bangkok

Abstract

        The objectives of this research were as follows: 1) to study the problems of OTOP product publicity in Bangkok; 2) to develop strategies for OTOP product publicity in Bangkok. It is a qualitative research. studied from the document and interviews with 5 key informants, namely, OTOP product public relations executives, Bangkok; and entrepreneurs of OTOP products in Bangkok, all 5 product types

        The results were as following:

        Conditions of public relations problems for OTOP products in Bangkok are as follows: 1) The administration of a special government agency affects public relations work. Because Bangkok is a special government agency which must be responsible for the operation of the agency alone. 2) Designation of person responsible for promoting OTOP products in Bangkok The responsible agency is the Office of Social Development. Bangkok As a result, the group of public relations workers of OTOP Bangkok products is a group that does not have direct public relations expertise. As a result, the manner in which the content is presented may not be in line with the interests and needs of the audience. 3) Adjustment of government agencies who are still unable to produce content that attracts audiences and the ability to publish in online channels as well 4) Public relations budget that is limited in the issue of promoting OTOP products in Bangkok 5) Demand for selling OTOP products in Bangkok among operators with limited production capacity If the product is widely publicized may affect product sales As well as the ability to produce products of entrepreneurs who are SMEs rather than outsourcing production in an industrial format. 6) Not categorizing entrepreneurs by business size Social Development Office Bangkok does not group entrepreneurs according to their size of business. and the goal of selling products and services As a result, the public relations operations are inconsistent with the needs of individual operators in selling their products.

        There are 9 strategies for public relations of OTOP products in Bangkok, namely 1) strategies for fairing in special events of government agencies and private sectors 2) strategies for opening exhibition spaces for OTOP products in Bangkok 3) strategies for organizing OTOP products. Make public relations media in online and offline formats 4) Songwriting strategy for OTOP products in Bangkok 5) Online product distribution channel strategy 6) Telephone distribution channel strategy 7) Overseas distribution channel promotion strategy 8) Strategy Selection of Bangkok brands to enhance OTOP products in Bangkok 9) Strategies for storytelling in public relations