Appropriate Approach of Public Relations for the Office of Agricultural Economics

แนวทางการประชาสัมพันธ์ที่เหมาะสมของสำนักงานเศรษฐกิจการเกษตร

Name: Jiraporn Prommaha

Organization : Ministry of Agriculture and Cooperatives, Office of Agricultural Economics

keyword: approach

; public relations

; Office of Agricultural Economics

Abstract: The objectives of this research were to investigate the knowledge and understanding on public relations principles for public relations officials of the Office of Agricultural Economics (OAE)1, to study the perception and adoption of media, to identify the appropriate models and methods of public relations, to study the officialsû readiness on participation and support public relations work, and to determine the appropriate approach of public relations for the OAE. The results of the research showed that the OAEûs public relations officials misunderstood on public relations principles. The lack of the perception in media of the target groups both in-house and outside the OAE caused the misunderstanding on the roles, mission and responsibilities of the OAE. Besides, the models and methods of public relations should be rectified particularly in the proactive public relations and frequently broadcasted in various channels to the target groups. It would be beneficial to public relations division and other divisions of the OAE to be trained and obtained more knowledge and skills on the public relations. This would be other opportunity to support the public relations work for the organization. From the result of this research work the recommendation to improve public relations for the OAE are as follows: 1) Public relations proactive strategy, 2) Accelerative implementation of the public relations for comprehension of the roles, mission and responsibilities of the OAE, 3) Establishment of a certain structure of the public relations, 4) Identification on a clear action plan and operation, 5) Providing the opportunity for all divisions of the OAE to express their opinions, 6) Providing the training programs to encourage public relations work, 7) Adjustment and expansion the broadcast period frequently, 8) Capacity building for officialsto participate and support the public relations work at the OAE, and 9) Applying to the membership of public relations clubs and associations.

Kasetsart University. Office of the University Library

Address: BANGKOK

Email: tdckulib@ku.ac.th

Created: พ.ค.-ส.ค. 2551

Modified: 2552-10-08

Issued: 2009-10-08

บทความ/Article

application/pdf

วิทยาสารเกษตรศาสตร์ (สาขาสังคมศาสตร์), 29(2) หน้า 154-167

eng

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