Public relations strategies for communicating the King's philosophy of The Power of Human Energy: A Journey Inspired by the King’s project

Abstract

The research aimed to studying the public relations strategies for communicating the King's philosophy. This research is using qualitative research methods by document analysis methods and in-depth interviews a public relations project’s strategic planners. The study results can be summarized as follows;

1. Strategies for creating news content for public relations. The results of the study revealed that the creation of news content for public relations covers the activities and movements of the organization, knowledge about the King's philosophy. By using creative activities or stories that can satisfy both the needs of the organization to communicates, media interests, and people's curiosity. 2. Strategies for using print media. The results showed that the newspaper media strategy is using "Creating news issues". Specialized publications the content provides knowledge about the King's philosophy in forest, soil and water management in the form of Khok Nong Na model by using creativity as a drawing instead of telling a story with colorful text, easy to read content. 3. Strategies for using broadcast media. The results show that the content in radio media is news of the movement of the organization, campaign inviting citizens to participate in activities with the emphasizing of advertising spots and interviewing project representatives. The television media, the study indicated that the communication of the King's philosophy through television programs using personal stories, using the person's pain point hijack methods, and use pleasing short quote. While the television dramas creation is documentary drama. 4. Strategies for presenting news content via online media. The study indicated that content in online media will be information about the project and Knowledge of King's philosophy by using digital communication that use visual storytelling and interviews video. 5.Strategies for creating special events are press conference, photography contest, organizing an organic market, take actor Wiring public relations with the media, and press Tour. 6. Strategies for using personal media. The results of the research revealed that the personal media of the project is divided into 3 categories: academics, scholars and actors. The communication strategy with the target group is using language that is easy to understand, friendly, uses media to build credibility, and entering the area to exchange knowledge and experience with the villagers. 7.Strategies to Build a prototype person. The Strategies for creating prototypes person is to share experiences and motivate by fear. The building tools are using spots on TV, interviews, Publishing stories in print media.