THE DEVELOPMENT OF PUBLIC RELATIONS WORK FOR DEVELOPMENT ADMINISTRATION, GRADUATE SCHOOL, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

The study on the development of public relations for the Division of Development Administration, Graduate School, Suan Sunandha Rajabhat University, aimed to study and develop the current public relations work of the division. The population for this research included 30 individuals: lecturers, staff, students, alumni of the Division of Development Administration, and the general public. Data was collected using a questionnaire, and statistical analysis included percentage, mean, and standard deviation. The results of the study were as follows: The personal data of the respondents showed that the majority were female (18 people, 60.00%), between the ages of 31-40 (13 people, 43.33%), and had a status of student (18 people, 60.00%). The most popular channel for following news was Facebook (19 people, 63.33%). The overall opinion on the public relations of the Division of Development Administration was at the highest level ( = 4.53, S.D. = 0.495). When considered by individual aspects, the highest-rated aspect was public relations for image building ( = 4.75, S.D. = 0.495). This was followed by current public relations opinions ( = 4.63, S.D. = 0.478), external public relations ( = 4.50, S.D. = 0.503), and internal public relations ( = 4.25, S.D. = 0.502), respectively. Regarding the needs and development guidelines for public relations, the majority of respondents (12 people, 40%) chose storytelling as the strategy that should be used. The most recommended tool for public relations was Facebook/Instagram Ads (24 people, 80%).