Guideline Development for Public Relations of Thai Community Product Standards Mark in the Digital Age
The research aims to study 1) the problem and the situation of promoting Thai
Community Product Standard Mark, and 2) the guideline to develop the plans of promoting
Thai Community Product Standard Mark for digital age. With qualitative research method, indepth
interview was conducted with senior executives, experts on public relations and Thai
Community Product Standard, director of Thai Community Product Standard division, group
director of Community Development Department, and community product producers. The
data was analyzed to conclude and develop the public relations guideline for Thai
Community Product Standard Mark to be accepted widely in digital age.
The results revealed that 1) producers did not realize the importance and benefits of
Thai Community Product Standard Mark, and avoided increasing the cost. Consumers also
ignored the importance of Thai Community Product Standard Mark, and chose the goods
based on price. The mark itself did not attract consumers and the public relations from Thai
Industrial Standards Institute did not raise awareness for people to recognize the importance
of standard mark. The public relations was also funded causing intermittent promotion.
2) Public relations officers must study must study in depth. Public relations strategies should
be placed to establish acknowledgement of promoting Thai Community Product Standard
Mark. Public relations should integrate traditional media and digital media based on target
audiences with proper techniques and tools. Budget was also needed.
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