PUBLIC RELATION MANAGEMENT MODEL OF PRIVATE HIGHER EDUCATION INSTITUTIONS

Abstract

This descriptive research aimed to construct public relations management model that was suitable for all 41 of Private higher Education Institutions. The data collecting were comprised of in-depth interview technique and questionnaires survey. The sample involved 41 key informants and 410 of Private higher Education Institutions. lecturers of To construct and develop the questionnaire, the 41 key informants: presidents, vice-presidents in administration and public relations head officers, of 41 of Private Higher Education Institutions. Situated in five region parts of Thailand, were selected to provide the factors related to public relations management. The 410 lecturers working in 41 of Private higher Education Institutions. Were the survey samples. The descriptive statistics: percentage, mean and standard deviation, together with path analysis. The finding showed that there were 4 factors that have statistician causal relationships with the public relations management. Model of Private higher Education Institutions at .05: 1) administrator which was comprised of the policy, objectives, leadership, motivation, communication climate, 2) the organization administration which was comprised of planning, organizing, recruitment, wage, coordinating, and budget 3) the human resources which was comprised of the qualification of public relations officer, training and development, and commitment and 4) media which was comprised of personal media, mass media, and technology media whereas, the organization administration was found to be non-significant with the public relations media.