Techniques for presenting news issues through the Nora Lea-Khaw program of the Public Relations Office of Phuket Province

Abstract

This study aims to study techniques employed in presenting news topics from the perspective of both the news deliverer and the audience through Nora Lao-Khaw program, managed by the Phuket Provincial Press Office. The research employs a mixed-method approach, combining qualitative and quantitative methodologies. Qualitatively, it employs interviews to gather information from six individuals working in the Public Relations Office of Phuket Province. Quantitatively, it utilizes survey research, distributed via questionnaires to 422 residents of Mueng District, Kathu District, and Thalang District in Phuket Province.

The findings of this research reveal the following insights:

1) Nora Lao-Khaw’s technique of reporting news stories from the viewpoint of the news deliverer has the ideas and origin as follows. Nora has its origins in the cultural heritage of the southern region, making it both accessible and a suitable approach for distributing video content to reach a broad audience. Additionally, it serves as an effective means of projecting soft power and is well-suited for presenting hot-button policy issues of public interest. The information originates from central government’s IOC and is distributed to various government agencies across 76 provinces. In cases of urgent situations or serious issues, there is essential to quickly translate and communicate news through visually appealing and informative graphics, lasting approximately 3-4 minutes. The movements can be slow or quick, to the left or right. The audio editing software used is Adobe Audition, while the visual components are carefully designed to align with the content of the story, featuring compelling computer graphics and graphic logos. The distribution channels for these news reports include Facebook pages, TikTok, and official LINE groups.

2) When assessing the presentation of news topics from the perspective of news recipients through Nora Lao-Khaw, it is discerned that the majority of the sample comprises females aged between 21 and 25, with bachelor's degrees. The demographic largely consists of high school and college students with monthly incomes ranging from 10,001 to 20,000 baht. They are predominantly single individuals from the southern region of Thailand, living in single-family homes with relatives. The preferred medium for accessing Nora News Report is through the Facebook application, using smartphone devices and Wi-Fi access. The viewers frequently engage with the program during the evening hours, specifically from 7:00 pm to 9:00 pm. There is regular viewership with minimal issues reported during the viewing experience. Notably, Nora News Report is valued for its credible and persuasive news content, complemented by suitable audio quality. The program also embraces a local identity reflective of the southern region.