กลยุทธ์การประชาสัมพันธ์ การรับรู้ข่าวสาร และภาพลักษณ์ของคณะแพทยศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย

Abstract

The objective of this research are to study the strategies, problems and obstacles of the public relations, the public's news reception and the image of Chulalongkorn University's Faculty of Medicine. The researcher employed two methods in collecting data; namely, an in-depth interview and a questionnaire. An interview was conducted on the administrators and public relations staff at the Faculty. The questionnaire was administered to 424 respondents. The results were analyzed using percentage, mean, standard deviation, and Pearson's Product Moment correlation coefficient. The results of the study were as follows: 1. The public relations division used defensive strategies as main strategy and offensive strategies as secondary strategy. There were three supporting strategies: use of media, message presentation and collaboration. 2. The problems and obstacles involve organizational structure, personnel, internal organization, public relation information, and policy in developing strategic plans for news reception. 3. The public learned about the news about the Faculty through television, newspapers and the internet. The perception was however low. The news reception was positively correlated to the use of media strategies (television, newspaper) and special media such as the internet. 4. The public with different gender, marrital status, education, and income were exposed to news differently. But the public's age, occupation and residency status had no difference in news reception. 5. The image of Chulalongkorn University's Faculty of Medicine was good and correlated to the news reception about the Faculty.