Communication Management for Chak Phra Festival of Pak Phayun District Phatthalung Province DOI:

Abstract

This study aimed to study the communication management model for the conservation of the Chak Phra Festival in Pak Phayun District. Phatthalung Province about 1) Communication Management Policy and Plan 2) Communication Management Action 3) Problems, Obstacles, and Suggestions. This was a qualitative research using in-depth interviews for data collection. The key informant group is responsible for communicating for the conservation of the Chak Phra tradition of 16 people. The research tool was a semi-structured interview form. Data were analyzed by drawing conclusions.

         The results showed that 1) Communication campaign policy for the conservation of the Chak Phra Festival in Pak Phayun District provincial culture is determined, assigned to the cultural district responsible for supervision, the Pak Phayun Municipality is the main operator, emphasis is placed on delivering policies through community leaders from every audience in Pak Phayun District, but there is no communication campaign plan because it is an annual tradition. 2) Implementation of communication management, there is a selection of media that is easily accessible, Use a persuasive communication method by speaking solicitously. go to the area to talk Invited to speak through the news broadcasting tower in the community, the most effective communication is to talk to the area, There are communication campaign activities. Most of the publicity is used in the news broadcast tower, all sectors have worked with other agencies, and there was the media that came to help. are local journalists and local radio, the main target groups have been established in the communication campaign, and the results were monitored and evaluated by the method of meeting to summarize the results the most. 3) The problem encountered is Refusing to accept new media channels, receiving relatively little government support Relatively less time for activities, relatively less time for activities, does not attach importance to communication management. There are obstacles: lack of communication knowledge and no action plan. Other agencies' recommendations are to evaluate the event every year, build a conservation network, and create a sense of participation