Applying Digital Media for Public Relations Development of The Royal Thai Army

Abstract

This research objectives were 1) To analyze the success factors in applying digital media for public relations development of The Royal Thai Army, 2) to study the problems and obstacles of the applying digital media for public relations development of The Royal Thai Army, and 3) the guidelines for the applying digital media for public relations development of The Royal Thai Army. This research was qualitative. The key informants were 3 relevant Royal Thai Army commanders, 6 relevant Royal Thai Army officers, 6 experts, and 5 members of the public, totaling 20 key informants. The qualifications specified were: applicants must possess knowledge, expertise, or experience in using digital media for public relations of the Royal Thai Army for at least 5 years. Data analysis using a descriptive summary.

          The findings revealed that 1) the success factors in applying digital media for public relations development of The Royal Thai Army included technological readiness, personnel skills and knowledge, management support, budget and resource allocation, appropriateness of content and media format, diverse communication channels, and continuous monitoring and evaluation, 2) the problems and obstacles of the applying digital media for public relations development of The Royal Thai Army included lack of technological knowledge, insufficient budget, complex work processes, security limitations, and inconsistent training; and 3) the guidelines for the applying digital media for public relations development of The Royal Thai Army  included personnel capacity building, restructuring and policy adjustments for greater flexibility, efficient resource allocation, and the development of creative content. The findings concluded that these factors, management structure, and communication strategies were interconnected in a systemic manner, serving as crucial mechanisms for driving the sustainable and effective application of digital media in developing public relations work within the Royal Thai Army.