Public Relations Management Model of Thai & International Food Academy (TIFTEC).

Abstract

The objectives of this research were to : 1) study the basics of public relations and business context of Thai & International Food Academy (TIFTEC) and 2) study international management model in the field of public relations for Thai & International Food Academy (TIFTEC). The samplesused inthe study were the managersof the institution, staff, students inthe diploma, advanced diploma, and short coursesof Thai & International Food Academy (TIFTEC).Theinstrumentsused inthis study included questionnaireand interview forms.The statistics for data analysis were data classification(Typological Analysis) and percentage. The results revealed that :1) theThai & InternationalFood Academy(TIFTEC)had a policytomake plans, set goals, establish operational management of the organization and the personnel, manage budgets,and coordinate withotheragencies.There wasareportonthe performance over thecourseof the project, and theinstitutehad evaluated theresultsof public relations and development toimprovethe performanceinevery quarter,and 2) theThai & International Food Academy (TIFTEC) had a policy on the basis of media publicity using personal media performed by the executives and faculty members via television, education counseling at schools, printed media through the columns in the magazine Food News, the institution’s website, social media such as Line and Facebook. There were also the media publicity via television and radio programs, exhibitions, together with government agencies and private organizations as well as community activities during important days and school breaks. The public relations model mentioned above created a good image toThai & International Food Academy (TIFTEC).