PROBLEMS AND SOLUTIONS IN THE PRESS RELEASE WRITING PROCESS AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY THANYABURI

Abstract

     This qualitative study aimed to explore the process of writing public relations news, identify the challenges encountered in the process, and propose solutions to overcome the challenges occurred in the public relation news writing process at Rajamangala University of Technology Thanyaburi. The sample of seven participants, consisting of executives, practitioners, and subject matter experts, was purposefully selected and interviewed using a semi-structured format.
     The research findings revealed that the Public Relations Division of Rajamangala University of Technology Thanyaburi follows a three-stage process in writing public relations news, namely, pre-writing, writing, and post-writing. The study also identified seven primary challenges in the public relations news writing process, which include problems related to news topics, analyzing components to determine content, accessing and collecting data sources, language and wording selection, proofreading for accuracy, dissemination through mass media, and evaluating results. To address these challenges, the study suggests two approaches: personal-level solutions involving the development and acquisition of public relations skills for professionals, and organizational-level solutions involving the establishment of a data management center to facilitate the exchange of news data among organizations and media.