แนวโน้มวิชาชีพ หลักสูตร และคุณสมบัติพึงประสงค์ของบัณฑิตสาขาวิชาการประชาสัมพันธ์

Abstract

The research aims to explore desirable qualifications and competence of graduates in a public relations program at the bachelor degree level and future trends in professional practice as well as to describe public relations program in universities in Thailand and United States of America. The web content analysis and survey research were conducted as research methods. The web content of 42 programs in Thailand and 305 programs in USA were analyzed. The survey research was conducted among academic people and PR practitioners both Thai and foreign ones. The questionnaires were distributed by mailing and web - based questionnaires. There were 325 respondents response in the survey.

The web content analysis reveal that PR programs in Thai University are mostly full programs, while half of PR programs in USA University are co-programs and 34.1 % are full PR programs. The subjects in both Thai and USA programs include communication and PR theory and PR and strategy subject, marketing, management, research and practical subject. The subjects of new media, law and ethic are also included in programs.

The survey indicates that important knowledge of PR graduates are strategy and planning, new media utilization, audience analysis, public relations theory and working experience. The important skills are PR plan writing, campaign plan writing, PR media production and persuasive writing. The important ability are task completing, strategic thinking, analyzing and building relationship with stakeholders. The important personal qualification are good human relations, eagerness to learn new things, good behavior in social context, be creativity and analytical skill.

The respondents suggest about future trend in PR profession include:

1) New media will be the central of public relations practice.

2) PR will take more important role on preventing and solving organization problem.

3) The core practice of public relations will be integrated into corporate communication to support management, reputation and social responsibility.

4) PR will be more important for marketing.

5) Intercultural issue will be the emerging issue in public relations.