Public Relations Strategies For Building University And Community Engagement: A Case Study Of Southern Rajabhat Universities, Thailand
| dc.contributor.author | KAESONIT, METHAWEE | |
| dc.date.accessioned | 2016-04-15T07:21:43Z | |
| dc.date.available | 2016-04-15T07:21:43Z | |
| dc.date.issued | 2015-02 | |
| dc.description.abstract | “Public Relations Department” is a very essential sector in each organization. This department is instrumental in disseminating beneficial news and to connect with internal and external stakeholders including their community to participate in the organisation’s activities. The university as an organization that educates the young generation should also provide community services to the society. Accordingly, in Thailand, there is a group of Rajabhat Universities that responds to the community’s need in many ways. This research has three main research objectives; (1) To examine the level of public participation with the university. (2) To identify the roles of public relation departments in southern Rajabhat Universities in encouraging university and community engagement, and (3) To examine public relations strategies in terms of building university and community engagement. The researcher employed in depth interview with public relations directors and practitioners and the community. The documentary research method with the related media and other materials were also used. The researcher discovered that some public relations departments do not gather feedback from the communities. The level of community participation with the university’s activities varies depending on participants’ opinions, however, participation is still less. Even though the public relations department’s roles are varied but those roles are similar among the departments in the universities. With regards to public relations strategy in building university and community engagement, it should be included with the university’s central administrative planning. To build university and community engagement, some public relations departments employ the media to communicate with xii the public; word of mouth communication, newsletters and online media such as Facebook. However, utilising these applications very much depend on the administrator’s or the practitioner’s qualification and their understanding of the tools used. The most effective strategy is that universities need to increase the budget for public relations programs as this can help departments to regularly organize and participate in community activities. The university should also help disseminate students’ and scholars’ research and build media networks. However, some public relations departments do not have strategies nor employ any plan to execute them in a professional way. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/1895 | |
| dc.subject | Public Relations Strategies For Building University And Community Engagement | en_US |
| dc.subject | A Case Study Of Southern Rajabhat Universities, Thailand | en_US |
| dc.title | Public Relations Strategies For Building University And Community Engagement: A Case Study Of Southern Rajabhat Universities, Thailand | en_US |
| dc.type | Thesis | en_US |
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