The Effects of Proactive Public Relations Strategy on the Image of Mahasarakham Business School

Abstract

            The purpose of this study is to study the effects of proactive public relations strategy on the image of students of Mahasarakham Business School, Mahasarakham University by collecting data from 233 students of Mahasarakham Business School and using a questionnaire as an instrument. The statistics used for analyzing the collected data were multiple correlation analysis and multiple regression analysis. The findings revealed that proactive public relations strategy in the aspects of activity and public relations, tools and communication channels, networking, and creativity had positive relationships with and effects on the image of students of Mahasarakham Business School, Mahasarakham University as a whole. Therefore, executive administrators of Mahasarakham Business School should emphasize, focus on, support and promote their school’s proactive public relations strategy in the following aspects: activity and public relations, tools and communication channels, networking, and creativity. They can implement this proactive public relations strategy to build credibility, a great reputation, and a positive corporate image for their school. This will help attract more students to Mahasarakham Business School because effective public relations can be one of the key success factors to create the good image in customers’ perception and the success of organization.