EXPOSURE TO PUBLIC RELATIONS MEDIA, IMAGE PERCEPTION, AND ATTITUDE TOWARD ROYAL IRRIGATION DEPARTMENT AMONG FARMERS

Abstract

Exposure to public relations media, perception of image, and the attitude towards the Royal Irrigation Department of Agriculture. The purposes of this research were to study: 1) Exposure to public relations media, perception of image, and the attitude towards the Royal Irrigation Department among farmers. 2) The differences of exposure to public relations media following classified by demographics. 3) The relationship between public relations media exposure and perception of the Royal Irrigation Department’ s image among farmers. 4) The relationship between public relations media exposure and farmers' attitudes towards the Royal Irrigation Department. 5) The relationship between perception of the image of the Royal Irrigation Department and attitudes toward the Royal Irrigation Department is quantitative research. The sample group consists of farmers aged 18-65 years who have previously been exposed to public relations media from the Royal Irrigation Department. The sample size is 400 individuals from the Northern, Central, Northeastern, Eastern, Western, and Southern of Thailand. This research used a questionnaire as a tool for statistical analysis, calculating percentages, means, and standard deviations. Hypotheses were tested using inferential statistical analysis, including T-tests, one-way analysis of variance (ANOVA), and Pearson's correlation coefficient. The findings of this research found that... 1) Differences in demographic characteristics, such as gender and region, have varying effects on exposure to different public relations media. The majority of the sample group are males aged 46-55 years, with education levels below bachelor's degree, and income not exceeding 15,000 Baht. 2) The exposure to public relations media has a positive correlation with the perception of the image of the Royal Irrigation Department. 3) Exposure to public relations media is positively correlated with attitudes toward the Royal Irrigation Department. 4) The perception of the image of the Royal Irrigation Department is significantly positively correlated with attitudes toward the Royal Irrigation Department at a statistical significance level of 0.05. As mentioned above, the research findings can be used to plan the development of public relations media strategies, aiming to reach and enhance the perception of the organizational image among farmers, while fostering a positive attitude towards the organization. Furthermore, continuous research should be conducted on the Public Relations outcomes of various projects, studying each project in-depth to obtain insights for ongoing improvement and development.