Public Relations Strategies of Graduate Study Project, Dhonburi Rajabhat University

Abstract

Theobjectivesof theresearch were1) tostudythecurrent situationof publicrelations of Graduate Study Project, Dhonburi Rajabhat University; 2) toanalyze the environment and potential, identify strengths, weaknesses,opportunities,and threats including theimpactson potentialof the publicrelationsof GraduateStudyProject;and 3) toseteffectivestrategiesof the public relationsof GraduateStudyProject.Thekey informants for thein-depthinterview were the administrators of the University and the faculties. The populations who answered the questionnaire were431of thealumniand current students.Theresearcherhad presented 3 main public relations strategies as follows: 1) the strategy of using public relations media consisted of (1) using a variety of media together, (2) setting the main media and supporting media, (3) using media to reach the target group, (4) increasing channels of communication with networks, (5) using modern media, and (6) producing interesting public relations; 2) the strategyofusing public relations messages consisted of (1) creating symbol, (2)using reliable messaging, (3) distributing messages, (4) wording that showed the selling points, and (5) presenting distinctive pointsof thecurriculum;and 3) thestrategyof personnelororganization consisted of (1) developingthe proactive publicrelationssystem, (2) boostinginternal potential of the Graduate Study Project, (3) proactively increasing channels and building networks of public relations, (4) supporting and fostering public relations mind among the personnel, (5) proactive public relations for marketing, and (6) boosting the ability to communicate.