Guidelines for the Development of the New Media Ecosystem of the Public Relations Department in the Digital Age

Abstract

From the Public Relations Department’s Five-Year Operational Plan (2023 - 2027) aligned with the 20-Year National Strategic Plan (2018 - 2037), especially in the 3^rd Area of Human Resources Development and Potential Empowerment with values and culturally appropriate changes. How to maintain all values and culture as well as strengthen all digital media literacy among children, youths, and the general public. Therefore, this research aims to study (1) the behavior of receiving information through online media of the PRD and (2) the guidelines for the development of the PRD's new media ecosystem in the digital age. Qualitative research with Focus Group Discussions was used. One hundred and twenty key informants were selected with relevant experiences, consisting of mass media, PR staff of the government agencies, and the PRD media staff from 4 regions (North, Northeastern, South, and Central).

The findings found that 1) behavior of receiving information through online media of the PRD composed of exposure, stakeholder & interaction, challenges & solutions: 1.1) Main reason to expose to the PDR media is its credibility, and its position as the national information center; 1.2) Stakeholders and interaction among all partners and networks found ineffective. 2) Guidelines for the development of PRD’s new media ecosystem in the digital age found accordingly 2.1) setting a concrete position on its media production; 2.2) working more on trans-media and convergent media; 2.3) increasing more proportion of local contents; and 2.4) providing top skills and new skills to all PRD’s media staffs respectively in digital hard skills, soft skills, and multi-skills.