The Development of Participatory Marketing Public Relations Strategies for Safe Vegetable brand in Nakhon Pathom Province

Abstract

The purpose of this article was to present the development of participatory marketing public relations strategies for safe vegetable brand in Nakhon Pathom province based on the concept of marketing public relations strategy, the concept of brand creation and brand communication in digital economy, and the concept of participatory development communication. The preliminary study of theory, literature review and interviewing with involved parties for the state of marketing public relations to promote safe vegetables in Nakhon Pathom province found that Nakhon Pathom smart farmers had knowledge and skills in doing organic and safe vegetables, then the products of them all were certified by Thai agricultural standard entitled good agricultural practices or organic agriculture certification Thailand, but they still lacked of knowledge and skills in marketing public relations to promote safe vegetables directly to their consumers, so it needed to have marketing public relations strategies to promote brand awareness to their consumers. Therefore, the article emphasized to present guidelines for the development of participatory marketing public relations strategies for safe vegetable brand in Nakhon Pathom province comprising of sender strategies, message strategies, media strategies and receiver strategies, so that, Nakhon Pathom smart farmers and the parties involved could bring about these guidelines for further application and studying.