Communication Mission Management Model of the Government Spokesperson's Office Secretariat of the Prime Minister of Thailand

Abstract

               The purpose of this research is to study the operating conditions and analyze the communication missions of the Spokesperson's Office abroad and in Thailand. To study the communication mission management model of the Spokesperson's Office. Secretariat of the Prime Minister in the appropriate context of Thailand Using a mixed research method both qualitative research and quantitative research The population in this study consists of 2 groups: 1) key informants, namely the executives of the Spokesperson's Office Secretariat of the Prime Minister academic group Communication specialist Communication management and the working group within the Government Spokesperson's Office 2) Thailand's media group Qualitative data collection Use the in-depth interview question tool. For collecting quantitative data, questionnaires were used. Qualitative data analysis used data analysis methods using data classification methods. and data comparison Quantitative data analysis section Descriptive statistics were used, including frequency distribution, percentage, mean, and standard deviation. in data analysis

               The results of the study found that Conditions of operation and analysis of the communication missions of the Spokesperson's Office abroad and in Thailand found that the communication missions of Thailand It is similar to every country. The mission can be classified as Administrative missions, news, public relations Support and coordination, and strategy preparation For the communication mission management model of the Spokesperson's Office Secretariat of the Prime Minister in the appropriate context of Thailand The messenger aspect (s) includes an impressive image (I), a liquid structure (s), agility (A), collaboration (C), coordination (Co), ethical standards (E), division of labor according to Aptitude (D) Expertise system (S) Message aspect (M) consisting of awareness (A) Understanding (C) Channel aspect (C) consisting of mass media communication channels (M) Use of technology Comes in communication work, Tech-enabled and Tec-savvy (T). The receiver side (R) consists of access to Reach (R), awareness of citizenship, and Citizen (C).