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The Management Strategy for Public Relations of Rajabhat Universities in the Lower Northern Region |
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| รหัสดีโอไอ | |
| Creator | Pathoorampai Prapassorn |
| Title | The Management Strategy for Public Relations of Rajabhat Universities in the Lower Northern Region |
| Publisher | Graduate School;Nakhon Sawan Rajabhat University |
| Publication Year | 2557 |
| Journal Title | SOCIAL SCIENCES RESEARCH AND ACADEMIC JOURNAL |
| Journal Vol. | 9 |
| Journal No. | 27 |
| Page no. | 63-76 |
| Keyword | Strategy, Public Relations, Management, Rajabhat University, the lower Northern Region |
| ISSN | 2408-1647 |
| Abstract | The purposes of this research were 1) to study the conditions and problems about the public relations of Rajabhat universities in the lower northern region, 2) to study conditions, problems, and factors related to public relations management of Rajabhat universities in the lower northern region, 3) to develop the management strategy for public relations of Rajabhat universities in the lower northern region, and 4)to evaluate the management strategies of Rajabhat universities in the lower northern region. Research Method: 1) The data were analyzed from the documents and conducting a survey by using questionnaires. The size of sample was specified by using Krejcie and Morgan table. The Stratified Random Sampling was used for selecting of the 1,518 samples. 2) The in-depth interview with 24 persons related and responsible for public relations of Rajabhat universities in the lower northern region were carried out. 3) Workshops and connoisseurship were performed for 12 public relation persons and 8 connoisseurs respectively. 4) The management strategies of Rajabhat universities in the lower northern region were evaluated by 17 connoisseurs. The research results showed that: 1. The condition of public relations of Rajabhat Universities in the lower northern region, the customers could inquire the university information directly from the public relations officers. The publicized information was about the operation of the universities. Moreover, the customers could look for more information via the Internet, posters, local cable television. However, there were some problems found in the public relations, that is, a number of staff were not enough; the publicized information did not meet the need of the focus group and the media used was inefficient. 2. For the condition of public relations management of Rajabhat Universities in the lower northern region, this research found that there were the plan, organizational structure, work motivation, cooperative network between agencies. The problems found in the public relations management were the lack of participation, convenient and fast management, cooperation from organizational committees, and a budget and staff who were interested in and understood the jobs concerning public relations. In addition, there were no apparent, sustainable, and inclusive tracking systems to pursue and evaluate jobs in the field of public relations. 3. A developed strategy for public relations management of Rajabhat Universities in the lower northern region consisted of vision, 4 missions,4 objectives, 4 strategy issues, 7 strategies, 8 indicators, and 25 measures. 4. The results from the strategic evaluation indicated that the developed strategy was useful, appropriate, and at the highest possible level. |
