STRATEGIC DESIGNING FOR PERSUASIVE PUBLIC SPEAKING IN ADMINISTRAIVE WORK BY MAYOR OF THUNGSONG MUNICIPALITY, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research were to study 1) The extent of the work and the guiding principles behind the strategic design of effective public speaking to persuade members of the community in administrative work 2) The strategic design of effective public speaking as well as the structure of speeches and 3) The strategic design of effective the most powerful wording used to best persuade listeners. The research used the qualitative method of conducting in-depth interviews with 32 key informants directly involved in the subject matter by purposive selection, using structured interview forms. Data were analyzed deductively. The results found that 1) The extent of strategic design covered the public speaking scenarios of illuminating policies and explaining development plans, communicating visions, communication while listening to complaints and grievances, problem solving, communication during crisis situations, inspiring, and communication to create excellence. The principles for designing speeches were to understand the audience, build confidence, use reason and evidence, build a shared feeling, encourage participation, and appeal to people to take action. 2) The structure of speeches comprised an interesting and attention-grabbing introduction, step-wise story telling with clear transmission of information, and a thought-provoking wrap-up to leave a good impression. 3) The strategy of selecting powerful wording comprised phrases about the direction of local development projects, wording to stimulate people to work together, messages about community development, and messages about work principles. The wording had to be designed to be attention-grabbing, interesting, easy to recall and inspiring.