Communicating the Vision and Development Policy of Khao Rup Chang Municipality, Songkhla Province

Abstract

          This research aimed to: 1) examine the concept of communicating the vision and development policy of Khao Rup Chang Municipality, 2) explore the principles underlying the communication of the vision and development policy of Khao Rup Chang Municipality, and 3) investigate the strategies for communicating the vision and development policy of Khao Rup Chang Municipality. The study employed qualitative research methods, utilizing in-depth interviews with key stakeholders, including policy administrators, mayors, senior executives, directors of strategy and budget divisions, operational heads, and heads of service and dissemination departments. Data were analyzed through descriptive analysis, aligned with the research objectives.
          The findings of the study are as follows: 1. Concept of Communication : The concept of communicating the vision and development policy of Khao Rup Chang Municipality encompasses: 1) Promoting the idea of Khao Rup Chang as a "livable city". 2) Providing opportunities for citizens to express their perspectives on achieving a good quality of life. 3) Emphasizing the communication of values and benefits, focusing on cleanliness, safety, and convenient transportation. 2. Principles of Communication:The principles for communicating the vision and development policy include: 1) Being concise, direct, transparent, and straightforward in communication. 2) Encouraging stakeholder involvement in decision-making processes and promoting shared ownership of the development process. 3) Facilitating two-way communication to build trust and foster positive relationships. 4) Utilizing diverse media channels to reach various target groups. 5) Strengthening relationships between administrators and citizens. 6) Conducting regular evaluations of communication effectiveness. 3. Communication Strategies: The strategies for communicating the vision and policy include: 1) Designing content with well-defined main ideas and a clear structure, using language that is easy to understand. 2) Systematically organizing content. 3) Leveraging a variety of media, including new media, social media, local websites, traditional media, radio, loudspeakers, and print media. 4) Establishing a communication network through village headmen. 5) Facilitating direct engagement between the mayor and community members through participation in community activities.