School Public Relations Administration under the Office of Special Education Administration, Nakhon Si Thammarat Province

Abstract

Background and Aims: School public relations aim to help the public understand the school's operations and roles, fostering positive feelings and smooth relationships between the school and the community. This is especially important for schools under the Bureau of Special Education Administration, which focus on providing basic education for children with disabilities and underprivileged individuals. The goal is to improve their quality of life, enabling them to be self-reliant and live happily within society.  The objectives of this research are to study and compare the levels of opinions of stakeholders regarding the public relations management of schools under the Office of Special Education Administration, Nakhon Si Thammarat Province, classified by educational background, position, and age, and to explore guidelines for the public relations management of schools under the Office of Special Education Administration, Nakhon Si Thammarat Province.

Methodology: The population in this research consisted of 614 stakeholders from schools under the Bureau of Special Education Administration in Nakhon Si Thammarat Province. The sample group included 237 individuals, determined using Krejcie and Morgan’s sampling table and selected through stratified random sampling. The research instruments included a 5-point Likert scale questionnaire and a semi-structured interview. The Index of Item-Objective Congruence (IOC) ranged between 0.80 and 1.00, and the reliability coefficient was 0.83. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test, and F-test.

Results: The research findings revealed that: 1. The overall level of public relations management in schools under the Office of Special Education Administration, Nakhon Si Thammarat Province, was rated as high. 2. The comparison of public relations management classified by educational level showed no significant differences overall; however, differences were found in the areas of communication and operations, and evaluation. When classified by position, there were statistically significant differences at the .05 level overall, except in the areas of research and listening, and evaluation. When classified by age, no significant differences were found either overall or in specific aspects. 3. Guidelines for improving public relations management in schools under the Office of Special Education Administration, Nakhon Si Thammarat Province, indicated that the development of school public relations should be a continuous process that relies on cooperation from all stakeholders. Implementation of the proposed guidelines would enable schools to communicate information accurately, timely manner, and effectively, leading to a positive image of the school and strong participation from the surrounding community and society.

Conclusion: The public relations management of the Office of Special Education Administration focuses on disseminating accurate and comprehensive information regarding policies, activities, and approaches to special education. It aims to promote understanding and cooperation among schools, parents, communities, and relevant agencies by utilizing a variety of media and communication channels to build a positive image and support the educational rights of students with special needs.