การประเมินผลการเผยแพร่ข่าวสารของกรมประชาสัมพันธ์

Abstract

       The research intended to evaluate: exposure, satisfaction, needs, expectation and engagement of the audiences and the stakeholders who received information services of the Public Relations Department (PRD). The data collection applied 5 focus-group interviews with a total of 50 participants selected by purposive sampling method from various stakeholders including audiences, co-producers, broadcasting program hosts, and air-time tenants. The data were inductively analyzed.
       The results showed that 1) among all media, high exposure were to broadcasting media rather than social media, but there was an increasing trend of exposure to social media especially Facebook. Most content exposures were news and current affairs. 2) Their satisfactions were on the contents with accuracy, completion, accountability, and ethics; however, the presentation styles were not attractive and were excessively formal. They were also satisfied with quality of the moderators/ anchorpersons who used language correctly, who had problem solving skill and well-rounded knowledge, and who followed professional standard. 3) Their needs included quality of the contents which should be current, accurate, thorough, easy to understand, as well as useful for the local people. For the social media, the PRD social media often presented stories faster than other media organizations, but were not broadly shared in online community. It maybe because the presentation styles were not matched the target audiences. 4) Their expectations included more news and information from the public to the government, press freedom. They also expected the media role for social development, because local media of the PRD understood the local communities and could to response to the local communities better than the central one.