Proactive public relations strategies of the Master of Public Administration Program, Rajabhat Maha Sarakham University

Abstract

Proactive public relations is an information communication process established by an organization to convey information by creating new ways to reach the target audience accurately, quickly and efficiently. The objectives of this research study are; (1) To study the current situation and the need for proactive public relations of the Master of Public Administration Program, Rajabhat Maha Sarakham University. And (2) to study the proactive public relations strategy of the Master of Public Administration Program, Rajabhat Maha Sarakham University. This research is a qualitative research. The target groups are; Executives of the Faculty of Political Science and Public Administration, Rajabhat Maha Sarakham University, Master of Public Administration Program Administrator, Rajabhat Maha Sarakham University, and 15 workers, randomly selected. The tools used for data collection were; semi-structured interviews, qualitative data analysis, and descriptive data analysis.

          The results showed that: (1) The state of public relations of the Master of Public Administration Program, Rajabhat Maha Sarakham University, has 5 aspects, namely; Public relations strategy creation, content creation and media use, events and seminars, relationship networking and monitoring and measurement. And (2) proactive public relations strategies of the Master of Public Administration Program, Rajabhat Maha Sarakham University, consisting of; (2.1) Building a network of relationships should create cooperation with relevant agencies, create a community of students and alumni who are involved with the course, can share experiences, Learning or benefits received from the course, which will build confidence and interest among target groups. (2.2) Online public relations for the Master of Public Administration course, Rajabhat Maha Sarakham University has the following steps; develop the course website, offering interesting content,  Use social media, content marketing. And (2.3) have online teaching and learning, switching to classroom teaching as appropriate.