กระบวนการประชาสัมพันธ์ละครโทรทัศน์

Abstract

The objective of this research is to explain the television drama’s public relations process. The methodology is qualitative research through in-depth interview with 8 head of public relations from 6 companies and the related document.

The results find that the television drama’s public relations process consist of 4 steps: research, action, communication and evaluation. Generally, the process of action and communication to implement the strategies by various tactics will be emphasized rather than the process of research and evaluation,

Research, to analyze theme and target audiences before the television drama broadcasts for setting the public relations plan. Another, to use rating data during the television drama broadcasts for improving the public relations plan.

Action, the objectives of the television drama’s public relations are to punch right the information to the target audiences for increasing higher rating, to generate the trend and corporate image. There are primary and mass audiences. The strategies are news creation, words selection, disclosure about TV drama, integration of media and build relationship with reporters.

Communication, to implement the strategies with creation various tactics. The practitioners provide in-house PR and freelancer. To boosting the motivation are the good relationship, benefit and working as a team. Head will follow-up works by talking.

Evaluation, indicators are news publication, rating, news content and the audience’s feedback. The results of evaluation will use to the plan the next TV drama.