การเผยแพร่แนวความคิดเศรษฐกิจพอเพียงผ่านกลไกประชาสัมพันธ์ของกรมประชาสัมพันธ์

Abstract

The study entitled “The Dissemination of Sufficiency Economy Concept through Public Relations Department’s Public Relations Apparatus” aims to study the public relations performance for the dissemination of sufficiency economy concept implemented by the Public Relations Department in Bangkok and regional areas. It employs a qualitative research approach using in-depth interviewing as a data collection technique.

A purposive random sampling technique is used to select a total of 30 research samples consisting of Media Administrators, Public Relations Practitioners, Radio Program Heads, and Television Program Heads. In Bangkok, these samples are chosen from the people currently working at the Public Relations Department, and Radio and Television Station of Thailand whereas in the regional areas, samples are from the Public Relations District Office 1-8 (which are located in Khon Kaen, Ubon Rajchathani, Chieng Mai, Pitsanuloke, Surathani, Songkhla, Chanburi and Kanjanaburi). In terms of data analysis, descriptive technique is used to analyse and synthesize the collected data.

The results show that the implementation of public relations strategies for disseminating the concept of sufficiency can be divided into 2 levels. The first one is the national strategic planning created by the Public Technical Development Office and National Policy and Planning Development Office. The second level is small projects to support the national plan operated by the Public Relations District Offices.

These two scales of work share the same public relations implementation process which is composed of Research-Listening, Public Relations Planning, Communication and Evaluation.

Proactive Public Relations is employed for the dissemination of sufficiency economy concept. In particular, it uses publicity, persuasion and organization strategies.

Moreover, Public Relations Media is also used. The Public Relations Department and each district office have produced their own media as well as employing media frequency, multi media, personal media, participatory communication and tailored made media techniques. In addition, they built a communication network through facts provision, information gained from well-known persons, attractive message, and rational message presentation.

However there occur some internal and external problems for the public relations operation. In case of internal obstacles, time constraints, resources (staff, budget, equipment) and management are the main problems. Target groups’ unchanged behavior, influential people in communities and public relations message misconception are all external problems.