CORPORATE COMMUNICATION STRATEGY OF MAHACHULALONGKORNRAJAVIDYALAYA UNIVERSITY IN THE DISRUPTION

Abstract

The objectives of this research are as follows: 1) to study the state of corporate communication of Mahachulalongkornrajavidyalaya University in the era of disruption, 2) develop the organizational communication strategy of Mahachulalongkornrajavidyalaya University in the era of Disruption. 3) To present the corporate communication strategy of Mahachulalongkornrajavidyalaya University in the era of disruption. It is an integrated research method. Qualitative research method: document study, in-depth interviews with 7 executives/person, group discussion with 9 experts. Tools used were document study, interview, quantitative research. The sample group was 265 photographs/person of executives, faculty members, and staff. Data were analyzed by documents. with content analysis and statistical analysis were percentage, frequency, mean and standard deviation. Research findings 1) Organizational communication conditions, strengths, news and information dissemination Fast, accurate, reliable. Personnel have been developed a data communication system. The weakness is personnel development to understand communication and public relations. Insufficient for the main workload. Opportunity is that technology is advancing rapidly. Obstacle is that the Internet network has not yet covered all areas. 2) The development of corporate communication strategies consists of 4 elements: vision, mission, objectives, sub-strategies. The aspect with the highest average was accuracy. at the highest level, including the aspect of usefulness suitability possibilities, respectively. 3) The corporate communication strategies of Mahachulanlongkornrajavidyalaya University in the disruptive age consist of: (1) Two projects of media production for public relations which are central media of the university and mobile media for exhibition; (2) Two projects of information distribution strategies of the university activities which are public relations and corporate communication project and communication development project for internal staff; (3) Two projects for network building strategies in supporting internal and external public relations which are the university identity setting project and information technology development project for public relations; and (4) Strategies in supporting and developing corporate communication potential of personnel in the headquarters and campuses with acceptable qualifications have two projects; they are a project for strategic plan in public relations and internal communication development criticism and a project for potential development of publicist network.