Image Building of the Chairman of Huai Yang Sub-district Administrative Organization, Mueang District, Sakon Nakhon Province

Abstract

The objective of this research was to explore the following aspects of the image building of the chairman of Huai Yang Sub-district Administrative Organization (SAO), Mueang District, Sakon Nakhon Province: 1) image building process; and 2) approaches to improving image building.  This was a qualitative research based on in-depth interviews. The 22 key informants were chosen by purposive sampling from among people who were directly involved with communicating the image of the chairman of Huai Yang SAO for at least 4 years. The research tool was a semi-structured interview form. Data were analyzed deductively. The results showed that 1) the image-building process comprised 4 steps (1) studying the present image – it was found that the SAO chairman had an image of being able to divide up work, decisive, disciplined, and dedicated to the common good. (2) setting a desired image – a leader for society, fact-based decision maker, driving by innovation, talent manager. (3) image building – the SAO chairman was the primary message sender; the main messages were about the chairman’s personal character, activities and work results; the communication channels included both new media and conventional media; the message receivers were SAO personnel, local administrators, community leaders and local residents. (4) Evaluation – it was found that the chairman had an image of having high political and management ideals, being diligent and determined, trustworthy, exhibiting the qualities of a generation 4.0 leader, always punctual, loving administrative work, working for the good of society, developing the environment in the sub-district, easy to contact 24 hours a day, promoting activities to build unity in the community, thinking about others, and approachable for everyone. 2) Approaches to improve image building were divided into 2 areas: (1) developing and updating the definition of the desired image to fit the times, such as emphasizing the personal characteristics of being humble, sincere, attentive, hardworking, understanding problems, daring to think, daring to lead, daring to change, good at coordinating, good human relations, creating work results to develop and advance the sub-district, with appropriate social behavior befitting of a leader, unpretentious, decisive, and virtuous. (2) developing leadership communication skills, that is, being able to speak concisely, briefly, to the point, with clear messages and communication objectives, able to use analogies and impactful words to persuade people, and being a listener more than a speaker.