| dc.description.abstract | The assessment per the official endorsement of the Public Relations Department, the indicator at 1.4 with percentage of the target audience accepting good image of the Public Relations Department as the institute of professional mass communication and public relations at the national level. The objectives of the research were:
1) To explore opinion of the target audience who are the recipients of the information services to public through the Public Relations Department’s radio broadcasting and television, toward the image of the Public Relations Department as the statute of professional mass communication and public relations at the national level.
2) To survey the target audience who are the recipients of Public Relations plan, toward the image of the Public Relations Department as the institute of professional mass communication and public relations at the national level.
3) To survey the target audience who are the clients, trainees of Public Relations Training Institute, toward the image of the Public Relations Department as the institute of professional mass communication and public relations at the national level.
4) To use the survey result as an official reference for the performance commitment of the Public Relations Department as a guide to improve and develop the future process of its Department.
Three target groups have been identified: the general public at 1,602 samples, the government sectors/local government agencies as recipients for the public relations services from the Public Relations Department at 253 samples and those trained by the Institute of Public Relations at 255 samples.
1. Image of The Public Relations Department as the institute of professional mass communication and public relations at the national level:
Positive image in all aspects have been received, with an average of image higher than other areas such as personnel (3.84), professional mass communication and public relations (3.83).
Image on the professional mass communication and public relations:
The minor issues which use as a measure of all matters received an average score of positive image. The main issue which received the highest average score is the Public Relations Department as the institute of professional mass communication at national level (3.95) and the Public Relations Department as the professional public relations at national level (3.94)
Image on the operation process:
The main issue which received higher score than others is the Public Relations Department is the institute of public dissemination of information at the national level (3.94). Operation process on mass communication and public relations of the Public Relations Department takes interest of the nation into account as main important (3.91).
Image of the Personnel:
The main issue which received higher score than others is the personnel of the Public Relations Department have the knowledge and expertise of public relations at national level (3.90).
2. Providing information to the public through radio broadcasting and television of The Public Relations Department:
The general public has the opinion of agreement level at “very much” (3.89). The information service of the Public Relations Department is complete, accurate, unbiased, neutral, reliable, fast and up-to-date events with diverse content and interesting to follow throughout the programme.
3. Providing service of public relations plan:
The government sectors/local government agencies have the opinion of agreement level at “very much” (3.58). Providing the public relations plan is accurate, reliable, achievable and modern. It is also appropriate to the organization with good strategy which makes corporate PR operations process successful.
4. Providing training service by the Institute of Public Relations:
The groups trained by the Institute of Public Relations have the most satisfactory level (4.21). The Training Institute of Public Relations is more on the credibility of the speaker, practical use, service quality of the staff and standards of the course content. The sampling group were most satisfied.
5. Recommendation from the research:
1. Providing information to the public through radio broadcasting and television of The Public Relations Department:
1.1) Presentation of information should find the strong points as highlights in order to compete with rivals. (Entertainment content, content diversity, content designed to benefit audience and can be applied to practical use).
1.2) From the survey results, it also found that there were some opinions and comments about being neutral in disseminating information by the Public Relations Department. The sampling group commented that the Department was actually the speaker of the government and politicians. In order to build up a better corporate image, the Public Relations Department needs to find way to present and demonstrate to public that they are an agency of the nation and to act with neutrality.
1.3) The majority of the sampling groups are interested in the contents concerning ASEAN Community. Therefore, the contents and presentation format should be of interest to the target groups. In order to reach the target groups, the information on what benefits each group will gain, must be included in the presentation.
1.4) If the information has issues from multiple sides, the presentation of information should then be covering all aspects, and should not present only one side.
2. Providing service of public relations plan:
2.1) A survey of the government sectors/local government agencies found that these sampling groups have comments and opinion about the information dissemination of the Public Relations Department dominated by the politicians, with no freedom to operate. Therefore the Public Relations Department should find ways to build the confidence to the public of its freedom with neutral stance and independent of operation.
2.2) The Public Relations Departments needs to have modern equipment in disseminate information.
2.3) To improve the information and data systems to enable public access in a more and larger area
3. Providing training service by the Institute of Public Relations:
3.1) To adjust course in accordance with duration, training to go in full details with depth information on each topic, in order for participants to put the training into the practical use.
3.2) Adjustment of the programme must be suitable for the need of the participants attending the training. Some of courses do not meet the requirement of the participants. Therefore the curriculum should be adjusted to suit the needs of the trainees accordingly.
3.3) Should provide opportunities for students or general public who are interested to be trained. A short course with the lower cost should be considered to offer.
3.4) To increase some familiarization trips to the actual location at both government sectors and private enterprises which relate to the courses, for inspiration and training recognition purposes.
3.5) Should have the key, important technologies for people to be trained adequately and evenly such as office equipment, Internet, etc., to search for required information easily and quickly. | en |
