Creating media for public relations and promoting the identity of Kamphaengphet Akhara Yothin Camp Samut Sakhon Province

Abstract

This research aimed to 1) study the context and fundamental factors, 2) develop public relations media to promote the corporate identity of the 1st Signal Regiment, Camp Kamphaeng Phet Akkharayothin, Samut Sakhon Province, and 3) evaluate the satisfaction and corporate identity perception of audiences exposed to the public relations media and identity promotion of the 1st Signal Regiment, Camp Kamphaeng Phet Akkharayothin, Samut Sakhon Province. This study employed a mixed-methods research design comprising qualitative, creative, and quantitative research phases.  In the qualitative phase, data were collected through in-depth interviews with key informants and experts. In the creative phase, the qualitative findings were translated into the development and production of video media. In the quantitative phase, questionnaire data were collected from a sample of 430 youths and members of the general public. Participants were selected using non-probability sampling, combining quota sampling and convenience sampling. The quantitative data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The research findings revealed the following: 1) Regarding the context and fundamental factors, the agency required an image transformation from a highly restricted military zone to an "open space and community learning center." The communication focused on the identity of "technological excellence alongside the people," serving as a bridge between national security missions and quality of life development. 2) In terms of media creation, the researcher produced a documentary-style video media innovation. This media presented modern communication technology missions alongside the role of the Sufficiency Economy Philosophy learning center to reflect a "living classroom," which was validated by experts for its completeness. 3) For the evaluation, the sample group exhibited overall satisfaction and identity perception towards the public relations media at a high level. When considering individual aspects, the media fostered a positive attitude towards the duties and roles of government agencies at the highest level, followed by the use of clear and comprehensible language, and the ability to instill pride in the agency, respectively. The findings suggest that a strategic media creation process aligned with the organizational context functions as an effective social innovation. It can significantly reduce communication gaps and tangibly transform the military agency's image into one that is friendly and accessible.