การวิเคราะห์เนื้อหาข่าวประชาสัมพันธ์ในหนังสือพิมพ์รายวันของไทย

Abstract

This research is conducted with the objective to study the coverage, news value, tactics and form of public relations news in Thai daily newspapers by means of content analysis. The study focused on the comparisons of frequency of public relations news coverage between 4 Thai daily newspapers including Thairath, Daily News, Manager Daily, and Krungthep Trurakij. Results are as follows: 1. Public relations news coverage are mostly found in Manager Daily followed by Krungthep Trurakij, Daily News and Thairath respectively. 2. Public relations news values are higher in Daily News followed by Manager Daily, Krungthep Trurakij and Thairath respectively. 3. Daily News and Krungthep Trurakij mostly use special event as PR tactics. On the other hand, Thairath and Manager Daily use information giving and interviewing-press conference as tactics in their PR news. 4. In Thai daily newspapers, there are 4 PR writing forms : news, article, feature and advertorial/editorial form. PR writing forms presented mostly in all these 4 newspapers is news form.