COMMUNICATION IN LOCAL DEVELOPMENT POLICIES FOR CHIEF EXECUTIVE OF PROVINCIAL ADMINISTRATIVE ORGANIZATION AND COUNCIL MEMBERS ELECTION CAMPAIGN BY PALANG PHATTHALUNG TEAM, 2025

Abstract

This research aimed to study: 1) Policy design, 2) Communication management, and 3) The development of communication strategies for local development policies in the context of the 2025 election campaign for the Chief Executive and Members of the Provincial Administrative Organization Council of Phatthalung Province by the "Phatthalung Power" team. A qualitative research approach was employed using in-depth interviews with 30 purposively selected key informants based on specific criteria that ensured their relevance in providing insights for the study. The research instrument was an in-depth interview guide, and data were analyzed through of thematic analysis. The findings revealed that: 1) Policy Design consisted of problem and needs analysis in conjunction with evidence-based data to define policy objectives that comprehensively cover the area, establishing clear feasibility indicators, selecting policies based on urgency, cost-effectiveness, and fostering public acceptance, conducting impact analysis and evaluation, and adjusting policies to align with local needs and contexts. 2) Communication Management included planning messages and communication channels through interpersonal media, traditional media, and new media; preparing communication content; implementing and monitoring quality control and adjustments; incorporating public feedback to improve content and channels continuously; and evaluating both quantitative and qualitative aspects regarding understanding, trust, and support. 3) Development of Policy Communication Guidelines involved addressing area-specific needs, setting clear objectives and measurable indicators, selecting and implementing policies with public participation and clear action plans, integrating various media channels (interpersonal, traditional, digital, and others), emphasizing consistent key messages, maintaining media quality control, and evaluating understanding, trust, and support.