สถานภาพการใช้สื่อประชาสัมพันธ์ของบริษัทจดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทย

Abstract

This research examined the use of media for public relations by the SET listed companies. The main purpose of this research is to study the use of media, the quantity and the effect of media for public relations used by the companies listed on the stock Exchange of Thailand. The study was conducted by applying qualitative and quantitative research methods. The first one was done by in-depth interview of 5 PR supervisors from five business organizations. The second method was done by a survey. The instrument was questionnaire distributed to 73 respondents from 73 organizations.

The results of qualitative and quantitative researches are consistent in many issues that are shown as follows:-

1. The most popular media that has been used by corporations is printed media and television because these two kinds was regularly set in corporate budget, and also provide most information for target groups. For the most effective media that attract the target group interest is television, while the most effective of new media that reaches most to the target group is website.

2. The corporations have used special activities media because it has an effect to the target group perception. The target group will know more and be closer to the corporation which affect to corporate image and product.

3. Media integrate for public relations can increase the efficiency of corporate publicity in case of making good relationship between the corporation and the target group, and being a channel for reaching to corporate goal and objective in marketing target.

There are some differences found from qualitative and quantitative research. They are the kind of business, corporation size and also corporate attention on public relations. The different issues are shown as the following:-

Findings from qualitative research which include only big corporate showed the use of big budget for public relations while finding from quantitative study showed that most companies spend less than 10 million baht a year for public relations programs. Giant corporates tend to rely on research information for public relations planning while smaller companies tend to not use research information for public relations planning.