Media Use Strategies to Communicate the Work Results of the Mayor of Tha Kon Sub-district, Akat Amnuai District, Sakon Nakhon Province

Abstract

The objectives of this research were to study media use strategies used to communicate the work results of the mayor of Tha Kon Sub-district, Akat Amnuai District, Sakon Nakhon Province, in terms of 1) strategies for using conventional media; 2) strategies for using new media; and 3) approaches for improving media use strategies. This was a qualitative research based on in-depth interviews. The 18 key informants were chosen by purposive sampling from among people with experience and a direct role in communicating the work results of the mayor of Tha Kon Sub-district for at least 4 years. Data were collected with a semi-structured interview form and were analyzed deductively.

The results showed that 1) Strategies for using conventional media were (1) the mayor made speeches at merit-making ceremonies, ordination ceremonies, temple fairs, rituals and other occasions and used the opportunity to tell about his infrastructure projects and other ways in which he solved the problems of people in the community; (2) the public address system was used to tell about progress of planned projects, the annual budget, news, other announcements and to invite people to participate in various activities. The mayor made some of the announcements, as well as public relations workers, other local administrators and heads of different work units; and (3) meetings with municipal workers, community chairmen, public health volunteers and other target groups were used as forums to give directives and follow up on work in order to make sure projects were completed satisfactorily, to address the problems of the public and to form policies for new local development projects. The results of past work successes were also celebrated. (2) Strategies for using new media were (1) using Facebook to make daily reports of what the mayor was working on as a leader, with the main emphasis on solving people’s problems and showing that the mayor was paying attention to everyone’s problems and working hard. The Facebook posts included text, photographs, video clips and live streams; (2) Groups in the Line application were also used to communicate news, announcements and activities at the mayor’s office as well as to answer questions. Posts in Line were photos, infographics and texts. 3) Approaches for improving media use strategies were to create content every six months to present via conventional media including signs, print media, newsletters and press conferences; to use Youtube to present short videos to reach target groups; and to develop the capabilities of public relations workers to make better use of digital era media.