COMMUNICATION OF SCHOOL ADMINISTRATOR IN PHRA PATHOM CHEDI SCHOOL GROUP, NAKHON PATHOM PRIMARY EDUCATION SERVICE AREA OFFICE 1

Abstract

The purpose of this research was to investigate: 1) The communication of school administrators in the Phra Pathom Chedi School Cluster, under the Nakhon Pathom Primary Educational Service Area Office 1, and 2) The guidelines for developing the communication of school administrators in the Phra Pathom Chedi School Cluster, under the Nakhon Pathom Primary Educational Service Area Office 1. The sample for this study consisted of 10 school administrators or acting administrators and 122 teachers, totaling 132 respondents, from the Phra Pathom Chedi School Cluster under the Nakhon Pathom Primary Educational Service Area Office 1. The research instruments included a questionnaire and a semi-structured interview regarding the communication guidelines of school administrators in the Phra Pathom Chedi School Cluster, based on the concepts of Cutlip, Center, and Broom. The statistics used for data analysis were frequency, percentage, arithmetic mean, standard deviation, and content analysis.
1. The communication of school administrator in the Phra Pathom Chedi School Cluster, under the Nakhon Pathom Primary Educational Service Area Office 1, in overall was found at a high level. When considering each dimension, the administrators' communication was rated at a high level in every aspect. The dimensions, ranked by arithmetic mean from highest to lowest, were: Channels, Continuity and consistency, Credibility, Content, Clarity, Context and Capability of the audience. 2. The guidelines for developing the communication of school administrators in the Phra Pathom Chedi School Cluster, under the Nakhon Pathom Primary Educational Service Area Office 1, the school administrator should utilize a variety of modern communication channels to ensure prompt and effective dissemination of information to all staff. Effective use of these channels requires a deep understanding of the situational context and the continuous development of observation skills. Furthermore, administrators must be adept at adapting communication styles to suit different occasions. Crucially, to foster a collaborative environment within an institution, administrators should regularly provide opportunities for teachers to voice their opinions and provide feedback on workflows and procedures. Ultimately, it is essential to leverage digital media and information technology as a primary tool for professionally presenting and sharing information.