A MODEL OF PUBLIC RELATION ADMINISTRATION ACCORDING TO PAṬISANTHÃRA DHAMMA OF PRIMARY SCHOOLS UNDER BANGKOK METROPOLITAN ADMINISTRATION

Abstract

This research article aimed to propose a model of public relations management according to Pathisanthrandhamma of Primary Schools under Bangkok Metropolitan Administration. Mixed methods research was designed, and there were 3 research steps: 1) to study the condition of public relations management of Bangkok Metropolitan Administration, and a questionnaire was used for collecting data from 390 samples. The data were analyzed using statistical methods such as frequency, percentage, mean and standard deviation; 2) the model was developed by interviewing 19 key informants, and the data was analyzed by content analysis; and 3) the model was proposed with focus group discussion of 9 experts. Data was analyzed by content analysis. Results showed that a model of public relation administration according to Paṭisanthãra Dhamma of primary schools under Bangkok metropolitan administration consists of principles, objectives, process, models, evaluations, and success conditions. There are 3 main focus points: 1) Public Relations Administration is public relations management in schools It is the operation of an elementary school under Bangkok that has established public relations guidelines consisting of 6 areas: (1) study the need for disseminating news, information and results (2) planning public relations (3) establishing a public relations coordinating network (4) developing personnel responsible for the work Public relations (5) Create public relations activities (6) Monitor and evaluate public relations results 2) PAṬISANTHÃRA DHAMMA is the principle of dharma means welcoming, accepting, greeting and speaking of elementary school Under the Bangkok Metropolitan Administration, there are two factors: (1) Amispatisantharn (Amis certification or things) (2) Dhammapatisantharn (Dharma certification or information) 3) Primary School is schools by developing management in academic, personnel, budget, and general by using public relations work according to the principles of moral principles of primary schools under Bangkok. That should emphasize the participation between schools, namely administrators, teachers, school committees, parents, students, and communities.