Public Relations Strategies of Graduate Study Project, Dhonburi Rajabhat University
Accepted 25/12/2017 Pongpatcharin Putwattana1
The objectives of the research were 1) to study the current situation of public relations of Graduate Study Project, Dhonburi Rajabhat University; 2) to analyze the environment and potential, identify strengths, weaknesses, opportunities, and threats including the impacts on potential of the public relations of Graduate Study Project; and 3) to set effective strategies of the public relations of Graduate Study Project. The key informants for the in-depth interview were the administrators of the University and the faculties. The populations who answered the questionnaire were 431 of the alumni and current students. The researcher had presented 3 main public relations strategies as follows:1) the strategy of using public relations media consisted of (1) using a variety of media together, (2) setting the main media and supporting media, (3) using media to reach the target group, (4) increasing channels of communication with networks, (5) using modern media, and (6) producing interesting public relations; 2) the strategy of using public relations messages consisted of (1) creating symbol, (2) using reliable messaging, (3) distributing messages, (4) wording that showed the selling points, and (5) presenting distinctive points of the curriculum; and 3) the strategy of personnel or organization consisted of (1) developing the proactive public relations system, (2) boosting internal potential of the Graduate Study Project, (3) proactively increasing channels and building networks of public relations, (4) supporting and fostering public relations mind among the personnel, (5) proactive public relations for marketing, and (6) boosting the ability to communicate.
Keywords: public relations strategies, Graduate Study Project, Dhonburi Rajabhat University
1Lecturer, Faculty of Education, Dhonburi Rajabhat University
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