คุณสมบัติของนักประชาสัมพันธ์และปัจจัยในการเลือกรับเข้าทำงานขององค์กรธุรกิจในประเทศไทย

Abstract

This research examined qualifications of PR officers required by business organizations and factors that explain the decision to recruit PR staff to work in their organizations. The study was conducted by applying qualitative and quantitative research methods. The first one was done by focus groups interview including 20 supervisors and PR staff in 20 business organizations. The second method was done by a survey. The instrument was questionnaire distributed to 100 respondents including PR executives/PR supervisors, from 100 business organizations. The results of this research were: 1. The qualifications of PR officers required by business organizations comprise of six dimensions, namely, knowledge, experiences, mindsets, professional skills, external and internal personality. 2. The factors that explain decision to recruit PR officers for business organizations in Thailand include capability, personality, educational proficiency, extracurricular activities in college, health, accommodation, knowledge, connections and other factors such as unemployment, and candidates’ attention in preparing resume for a job.