Strategy Development of Phrae Provincial Public Relations Office

Abstract

            The objectives of this research were 1) to study the conditions and problems of the Phrae Provincial Public Relations Office 2) to analyze the external and internal environments of the Phrae Provincial Public Relations Office, and 3) to recommend public relations strategies of the Phrae Provincial Public Relations Office. This study was a qualitative research. The population was 20 informants and was divided into 2 groups: there were 7 informants working at the Phrae Provincial Public Relations Office and 13 informants working at the Thai Broadcasting Station of Phrae Province. Data were collected from the total population. The research tools used for data collection were observation form, an in-depth, structured interview form, and focus group record form. The data analysis was done through triangulation content analysis and descriptive by inductive summary method.

            The results of the study was found that 1) the condition of the Phrae Provincial public relations work was found that the Government and Phrae Province put and emphasis on public relations work very seriously in building public acknowledgement and communicate in all forms of public relations correctly, thoroughly, continuously and quickly. Currently, the Phrae Provincial Public Relations Office produced a variety of media mainly by using online media channels and building public relations network 2) The internal environmental factors involved in strategic development comprised of strategies, organizational structure, working style of administrators, work systems, personnel, working skills and organizational values. The external environmental factors consisted of government policy, economic condition, social condition and technology. Problems were the organization had no clearly system on strategic development and the adaption to modern and changing technology devices 3) the recommended strategies in the future would be formulate with 3 strategic issues as follows: Strategy (1) development of provincial information and public relations center, Strategy (2) building public relations capacity to be socially acceptance and Strategy (3) developing a sustainable public relations network.