THE ROLE OF LOCAL GOVERNMENT LEADERS IN COMMUNICATING POLICES TO SUPPORT AND AGING SOCIETY

Abstract

Thailand has entered a Complete Aged Society. This rapid transition is impacting all dimensions of society and presents significant challenges, including fiscal burdens and difficulties in public service provision for Local Administrative Organizations (LAOs). Therefore, LAO leaders play a critical role in translating national policies into local implementation. The key to success in preparing for an aging society lies in the effective policy communication by these leaders. LAO leaders primarily serve three main roles: 1. As a Connector and Communicator of policies into action, 2. As a Promoter of Participation and co- owner of the issues and 3. As a Promoter of the dignity and worth of the elderly. This article aimed to study the role of local administrative organizations leaders in communicating policies to support an aging society. To drive aging society policies, LAO leaders should employ five key communication strategies: 1. Message Strategy: Emphasize shifting the perspective from care to potential enhancement (Active Aging), 2. Media Strategy: Prioritize personal media (e.g., community leaders, health volunteers) and traditional local media, coupled with new media for management purposes, 3. Persuasion Strategy: Inspire through success stories of the elderly, promote self-reliance, and utilize the credibility of local experts, 4. Participation Strategy: Organize power-weaving forums and apply the T-E-A-M technique to foster joint thinking and joint action and 5. Network Strategy: Integrate work with all sectors and establish learning networks among LAOs. The knowledge from this article are: Academic knowledge on the role of local administrative organization leaders in communicating policies to support and aging society and the application of academic knowledge on communication to communicate other policies of local administrative organization leaders.