Proceedings of the International Interdisciplinary Conference, Vienna

A STUDY OF GUIDELINES FOR THE DEVELOPMENT OF PUBLIC RELATIONS MEDIA USED BY THE GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY, THAILAND

KANITHA KRITTAPAKA, ASSISTANT PROFESSOR DR. CHUENAAROM CHANTIMACHAIAMORN

Abstract:

The objectives of this research were to: 1) study guidelines for developing public relations media to promote the Graduate School of Suan Suanandha Rajabhat University, Thailand; and 2) examine the postgraduates’ opinion towards these public relations media. A quantitative research methodology was employed in this study. The respondents in the study were 200 lecturers, students, and staff of the Graduate School. A questionnaire was used as a data collection tool. Data were analyzed with descriptive statistics including percentage, mean, and standard deviation. The research findings revealed that the guidelines for developing the public relations media were that: 1) appropriate media used to distribute news and related information included a website, and big billboards; 2) design and presentation of the media had to be interesting ( = 3.68); 3) content of the media was correct and up-to-date ( = 3.72); there were sufficient media for the distribution of news and related information ( = 3.64); fonts and pictures used in the media were attractive ( = 3.64); the media allowed audients to gain access to the information easily ( = 3.45); the content of the media was easy to understand ( = 3.42). Moreover, the respondents had very positive opinion towards public relations media used by the Graduate School. Their opinion was rated at a high level ( = 4.40) . The factors influencing the opinion, sorted in a descending order, include pictures used in the media being clear ( = 4.83), the position of pictures being attractive, their color being consistent with the content, and text used being easy to read ( = 4.75), and the design of each page of media being related to each other ( = 4.58).

Keywords: Public Relations Media, Guidelines, the Graduate School

DOI: 10.20472/IAC.2018.001.006

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