การสื่อสารการตลาดในยุคดิจิทัลสำหรับองค์กรสื่อสาธารณะ: กรณีศึกษา องค์การกระจายเสียงและแพร่ภาพสาธารณะแห่งประเทศไทย (สสท.)

บทคัดย่อ

The objectives of this study are as follows: 1) To analyze strong and weak points regarding marketing communication of Thai PBS. 2) To find new approaches for Thai PBS to promote its constructive content to the audience. And 3) To recommend Thai PBS to improve its strategies regarding marketing communication to promote its content. The methods are 1) Document research of history, structure, and marketing communication strategies of three international public media organizations: 1. The Public Broadcasting Service (PBS) USA, 2. The British Broadcasting Corporation (BBC) United Kingdom and 3. Japan Broadcasting Corporation (NHK) Japan. And 2) In-depth Interviews of sixteen key informants: 1. Six Thai PBS personals from six departments related to marketing communication. 2. Twelve marketing communication experts related to public media organization. 

The document research study found that all three of the public media organizations have been using marketing communication systematically to help determine the strategies, build brands, positive image, and trust to ensure maximum effectiveness and efficiency in disseminating the organizations’ content. In depth interviews of both Thai PBS personals and experts revealed lack of creativity in the organization that led to complicated procedure and bland and uninteresting content. Many experts pointed out that improving the content to be more attractive and approachable should be the most urgent issue for Thai PBS, which should be done together with increasing the level of creativity in the organization, which can also be done by adding creative talents from outside to keep the organization going forward. But all of the operation must be based on consumer insights, which must come from research on consumer behavior and attitudes. That is the only way a media organization can deliver what consumers really want. Also Thai PBS must truly know their own unique competitive advantage. Regarding brand building, Thai PBS personals believed that the corporate brand is the most important, while the experts saw that the brand of the content is the most important. So these two should be promoted together to reflect Thai PBS’s positioning that stands above just delivering trustworthy content. But Thai PBS must be more than a television channel. For instance, Thai PBS must open audience’s experience, give values and inspirations to their lives, ignite creativity, be the guiding light for the society, stimulate conscience, give aesthetic entertainment, and everything else within the capabilities of Thai PBS based on “public interests.”