Public Relations Guideline and Corporate Reputation Management of Thai Government Organizations in the Era of Information Society
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Abstract
This research aimed to 1) study public relations guidelines of Thai government organizations, 2) study corporate reputation management of Thai government organizations, and 3) study corporate reputation factors of Thai government organizations. The data were collected from 300 government organization employees and 400 citizens using a questionnaire and then analyzed with descriptive statistics, sum, percentage, arithmetic mean, standard deviation, and second order confirmatory factor analysis with the LISREL program, combined with an in-depth interview with government organization officers about public relations guidelines and corporate reputation management of Thai government organizations.
The findings indicated a concordant cause-effect relationship in corporate reputation of Thai government organizations based on an adjusted model, with Chi-Square (χ2) of 1041.62, df of 930, p-value of 0.00, RMSEA of 0.02, RMR of 0.19, SRMR of 0.04, GFI of 0.93, and CFI of 1.00. Every element of corporate reputation management had influence on reputation capital at a rate of 60.00 percent. The elements of issue and crisis management and the balanced two-way public relations had influence on corporate reputation the most, at a rate of 66.00 percent. Corporate reputation had influence on reputation capital in the aspect of the benefits of operating strategiesthe most, at a rate of 94.00 percent.
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