Problems, Development Guidelines, and Strategy of Administration to Promote Public Relations of the Ministry of Culture according to the Sustainable Administration Concept

Abstract

          Objectives of this research were to explore (1) problems of administration to promote public relations of the Ministry of Culture, (2) development guidelines of Administration to promote public relations of the Ministry of Culture, and (3) strategy of Administration to promote public relations of the Ministry of Culture. The conceptual framework of the Sustainable Administration Concept consisted of 5 aspects, was applied in this research. this research was designed as quantitative research in the form of survey research collecting large field data with questionnaires. The population was all 81,689 people residing in the areas of Huai Khwang District Office of the Bangkok Metropolitan Authority. A total of 1,097 samples were calculated by using Taro Yamane’s formula. The data was analyzed by a descriptive analysis model. The statistics used for data analysis were mean and standard deviation.

          Research findings were (1) the major administrative problem was the Culture Ministry’s insufficient public relations promotion focusing on the quality of life or income of the people, (2) the major administrative development guidelines were the Culture Ministry should explicitly and continuously policy and plan as well as allocate the budget for the public relations promotion concentrating on the environment and does not create a burden to the public, and (3) the Culture Ministry should establish a strategy of administration to promote public relations according to the Sustainable Administration Concept, consist of 5 aspects arranging from the most important to the least as follows: environment, quality of life, society, network, and technology.