A study of strategic management process for public relations among leading state universities in Thailandv

Abstract

This study aims 1) to investigate strategic management process for public relations 2) to compare media used for public relations and 3) to examine limitations on public relations media used between Chulalongkorn University and Thammasat University. In this study, qualitative method was applied by conducting in-depth interviews of 8 key persons responsible in the public relation division including executives and PR practitioners, and documents relating to. The findings show that both universities have similar long-term strategic plan for public relations whereby having a long-standing reputation as a leading academic institution, and having distinguished professors are being used as their PR strategies. In order to reach and communicate with their young target group, social media is the selected media that they emphasis on. However, due to strict university rules, lack of PR specialists and information access difficulty, these limitations might affect and delay implementation of their PR plan.