THE MODEL OF PUBLIC RELATIONS ADMINISTRATION IN SCHOOLS IN THE NEW NORMAL ERA UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE LOEI–NONG BUA LAM PHU

Abstract

The purposes of this research were 1) to examine the current and desirable conditions, and need for public relations (PR) administration in schools in the new normal era, 2) to develop the model for PR administration in schools in the new normal era, and 3) to assess the model of PR administration in schools in the new normal era. The research was divided into three phases: Phase 1 investigated the current and desirable conditions, as well as the needs of 311 school administrators and teachers, selected using Krejcie & Morgan’s table and stratified random sampling, with questionnaires as the research tool. Phase 2 developed the model of PR administration in schools in the new normal era, with two stages: Stage 1 was a multi–case study using semi–structured interviews with a target group of three school administrators. Stage 2 was a focus group discussion with nine experts for data confirmation, using a focus group recording form as a research tool. Phase 3 was a model assessment by five experts, using a form of assessing the developed model. Statistics for quantitative data analysis included mean, mean, standard deviation, and Modified Priority Needs Index (PNI_Modified). Qualitative data were analyzed using the content analysis method.

The results revealed that: current conditions were overall at a high level, while desirable conditions were overall at the highest level. The need in terms of gathering feedback was ranked as the highest priority The components of the developed model consisted of six aspects: 1) title, 2) principles, 3) objectives, 4) six approaches, including information inquiries, school PR planning, PR communication, PR action, and monitoring and evaluation, 5) success conditions, and 6) evaluation methods. The evaluation results from the developed model were rated at a high level, in descending order: utility, feasibility, and propriety.