Media Exposure, Needs for Internal Public Relations Information, and Organizational Engagement of Naresuan University Staffs

Abstract

The objectives of this research were to compare among different demographic groups of NU staffs regarding 1) the exposure to internal public relations information; 2) the needs for internal public relations information; 3) the level of organizational engagement; and 4) the relationship between level of organizational engagement and exposure to internal public relations information.

This was a survey research. The sample was 367 academic and support staff of Naresuan University chosen through multi-stage sampling. The research instrument was a questionnaire. Data were statistically analyzed using percentage, mean, standard deviation, Pearson’s correlated coefficient, t test and analysis of variation.

The results showed that 1) overall, the samples were exposed to the university’s internal public relations information to a medium degree. They received information via several channels including online media, electronic media, and print media, but through online media the most. Exposure varied for different demographic groups based on sex, age, marital status, educational level, work position and years of work experience. 2) Naresuan University staff expressed a high-level need for internal public relations information of every type, especially news about employee rights and benefits. Demand for internal public relations information varied for different demographic groups based on sex, age, marital status, educational level, work position and years of work experience. 3) The samples all had a high level of organizational engagement and no differences were detected among different demographic groups. 4) Exposure to internal public relations information was related to the level of organizational engagement.