The Public Relations Management Model of Private School in Bangkok

Abstract

          The aim of this study was to investigate elements of public relations management for private education institutions in Bangkok, to develop management models of public relations, and to enhance the effectiveness of public relations management models. Furthermore, the instruments employed in this study comprised questionnaire and focus group conversation as well as individual ideas from the subjects who were 340 administrators from the private education institutions. The researcher analyzed and synthesized data to conclude the result obtaining from factor analysis as well as the data gaining from the experts to assure the accuracy of the research. The results indicated that (1) there were 12 elements of public relations management models, (2) development of public relations management revealed that the public relations management models composed of 3 processes ; namely, (1) the process of the study on data and tolerance of person was required which were compounded of 3 stages; the 1st stage: the study on general context of the education institutions, the 2nd stage: the study on public relations work implementation of the education institutions, and the 3rd stage: The analysis on problem condition and demand of the public relations for education institutions, (2) the process of public relations planning comprising 4 stages; the 4st stage: planning schedule/ projects/activities and yearly implementing calendar, the 5th stage: public relations implementing formulation, the 6th stage: public relations implementing period planning, the 7th stage: formulation for budget of expenses and materials, the 8th stage: implementation on public relations work following the action plan schedule, and (3) the process of implementation on public relations work composing of 5 stages; the 9th stage: procurement of media and materials for public relations work, the 10th stage: Dissemination of information and public relations covering all of the target groups, the 11th stage: creation for working network by using the method of community participation, and the 12th stage: monitoring and adjustment under each periods of implementation, and 3) the overall effectiveness of public relations management models was average revealed at the high level regarding as each of aspects were valued at high level and can be implemented.