HEAD VOTERS DEVELOPMENT OF “TONKLA-NAKORN-TRANG TEAM” IN MAYOR AND MUNICIPAL COUNCIL MEMBERS CAMPAIGN OF TRANG MUNICIPALITY

Abstract

The objective of this research was to study the development of core communicators by the Tonkla Nakhontrang Team of 1) the process of building; 2) the work capabilities; 3) maintenance and retention; and 4) approaches for developing core communicators. This was a qualitative research based on in-depth interviews. The 25 key informants were chosen by purposive sampling from among people directly involved, comprising 4 groups: managers, consultants, a representative of the founders and management-level core leaders of the team. The research tool was an in-depth structured interview form. Data were analyzed by drawing conclusions. The results showed that 1) the process of building up core communicators consisted of 1.1) the desired qualities of core communicators were set as: a resident of Trang Municipality with many acquaintances, and genuinely sincere with team members and willing to sacrifice; and 1.2) the roles and responsibilities were set as: the core communicators will have the duty. 2) The work capabilities of core communicators comprised 2.1) astuteness to be able to negotiate and respond to political accusations in a way that will lead local people to understand. 2.2) a deep understanding of the policies, vision, mission 2.3) leadership, daring to think, act and make proposals; and 2.4) good attitude and loyalty to the team 3) Maintenance and retention of core communicators consisted of 3.1) giving compensation and rewards. 3.2) creating equity and justice; and 3.3) assist and patronage to head voters and their families. 4) Approaches for development are 4.1) emphasizing quality over quantity in core communicator selection; 4.2) attitude adjustment to emphasize working for the common good. 4.3) Building up more core communicators; 4.4) creating a clear monitoring and evaluation system; and 4.5) increasing monetary rewards and compensation.