PRACTICAL GUIDANCE FOR RESEARCH UTILIZING: A PUBLIC COMMUNICATION OF RESEARCH RESULTS THROUGH MASS MEDIA

Abstract

This research aimed to study the guidelines for supporting research paper utilization through public communication with the mainstream mass media of Thailand. The results revealed that analyzing communication issues from research results was the beginning of important communication of research results. The guidelines for analyzing communication issues were to track social interests or "social trends" in the research and pay attention to "keywords". Furthermore, these guidelines were associated with analyzing news value for communication to the mass media. Therefore, the knowledge gained from this research was the guidelines on research results' communication to the mass media with an effective method, focusing on selecting contents and choosing "keywords" or distinctive points of research results from the research procedure.