STRATEGIES FOR IMAGE PUBLIC RELATIONS OF PROVINCIAL COURTS

Abstract

                The objectives of this research article were: 1) to study the images of provincial courts by perception and the needs related to images of provincial courts, 2) to study the factors related to the images of provincial courts.  3) to develop the strategies for creating public relation’s images and 4) to try out and assess the strategies for creating public relation’s images of provincial courts. This research uses the Mixed Methods Research. (Qualitative Research and Quantitative Research) The tools used in the research were questionnaires and focus group discussion. The sample consisted provincial court at Kamphaeng Phet, Phichit and Phitsanulok Province 136 people and customer of 377 people. Focus group discussion informant 12 people the data analyzed by average, percentage, frequency distribution and analyze the content. The results of research were found as follows: 1) the images of provincial courts through people’s perception and the needs related to images were as follows: for services, social responsibility, management and sufficient working. 2) The factors related to the images were as follows: 2.1 internal factors such as Administrator, Personnel, Budget, Materials and Management. 2.2 External factors such as Social and Culture, Technology, Economics, Customers and Politics. 3) The strategies for creating public relation’s images as follows: The first strategy develops personnel’s performance guideline. The second strategy develops modern services. The third strategy develops performance evaluation. The fourth strategy promotes innovation, public relations, and the fifth strategy, supporting modern informational technology systems. 4) The experiment and evaluate strategies for creating public relation’s images were as follows: The experiment included court personnel and people, documents and innovation Agreement, appropriateness, possibility and utility.