Personnel Competency Development Model for Public Relation Media Organizations in Digital Age

Abstract

This research aimed to identify the elements of personnel competencies, to construct       a model in developing personnel competency for public relation media organizations in digital age, and to create a handbook in developing personnel competency for public relation media organizations in digital age. The methodology used for this research was a mixed method. Participants include experts who partake in in-depth interviews, questionnaire responders, and experts partaking in focus group discussions. Research tools were interviews, questionnaires, and personnel competency development evaluation form. The data was analyzed by content analysis, and statistical analysis comprised of amount, percentage, average, and standard deviation, and exploratory factor analysis. The research findings showed that personnel competency development models 1) Public Relation Management 2) Media Literacy 3) Information Technology Code of Ethics and 4) Technology for Public Relation Practices, and each competency model comprised of three elements. In addition, personnel competency development handbook for public relation media organizations in digital age comprised of two parts: 1) introduction, and   2) elements of personnel competency development for public relation media organization in digital age. The format then was approved unanimously by the expert focus group.