THE STRATEGIC DEVELOPMENT OF COMMUNICATION THAT AFFECT TO REGISTERED DECISION OF FUNDAMENTAL EDUCATION STUDENT IN NEW NORMAL ERA, DEPARTMENT OF LEARNING ENCOURAGEMENT IN BURIRAM PROVINCE
Keywords:
Integrated communication strategies, Communication components and current state of communication, Department of Learning Encouragement, Registered decision; New normal eraAbstract
This research article aims to 1) study the communication components and current state of communication, 2) develop communication strategies, 3) test communication strategies, and 4) evaluate the effectiveness of communication strategies on the decision-making process. The mixed research methodology was employed. The research was conducted in 4 phases: 1) Study of communication components and current state through a literature review and related research, surveying decision-making components, with a sample group of 379 students, and interviewing 30 student recruitment personnel. The data is then synthesized. 2) Development of communication strategies and has prepared a strategy manual. 3) Testing and 4) Evaluation of the effectiveness the strategies by establishing criteria for measuring effectiveness, monitoring, and evaluating the use of the strategies. The sample group for these phases consists of 60 individuals, including target education. The research findings are as follows:
The communication components and current state of communication that affect to registered decision consist of 6 communication forms: 1) advertising, 2) public relations, 3) decision -making promotion, 4) direct communication, 5) personal communication, and 6) communication promotion activities.
The development of strategies that affect to registered decision consists of 3 main strategies: 1) awareness creation strategy, 2) proactive student recruitment strategy, and 3) decision-making service strategy.
The testing of strategies found that the communication strategy had been a way to create awareness for the target group, resulting in the target group having had more interested behavior until they had been able to make a decision to enter the study and had received a consensus that was appropriate and could lead to actual practice.
The evaluation of the strategies is appropriate according to the ORKs (Objective and Key Results) principles and achieve strategic objectives with a total outcome score of 0.88.
Keyword: Integrated communication strategies; Communication components and current state of communication; Department of Learning Encouragement; Registered decision; New normal era.
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