Policies and Plans for Communication Management to Improve the Quality of Life of the Elderly Governed by Songkhla Provincial Administrative Organization
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Abstract
Improving the quality of life of the elderly is a key responsibility of provincial administrative organizations and must be communicated through policy formulation and planning. Accordingly, this study aims to examine: (1) communication management needs; (2) the formulation of communication management policies; and (3) the development of communication management plans for enhancing the quality of life of the elderly governed by Songkhla Provincial Administrative Organization. The study employs a mixed-methods research design. The population consisted of 258,784 aging adults. A sample of 400 participants was selected using Yamane’s (Taro Yamane) formula with a margin of error of .05 and selected through simple random sampling. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, and standard deviation. As for the qualitative inquiry, 36 key informants who were involved in communication management policy were purposively selected. Data were collected through structured interviews and analyzed using content analysis. Results showed that the overall need for communication management was at a high level (= 4.16, S.D. = 0.66). The preparation of communication management policy involved listening to public opinions, analyzing the obtained information to draft the policy, requesting approval, and announcing it according to the organization's regulations. The formulation of communication plans consist of six key components. First, the contents must be related to news, knowledge and entertainment. Second, they must comply with rules and roles prescribed by law. Third, the dissemination contents must be done through both traditional and modern media. Fourth, relevant officials must have knowledge about the aging society. Fifth, a network must be established and operated continuously. Finally, both communication managers and communication recipients need to be followed up and evaluated. Through this, the research findings could be put into practice so that communication management to develop the quality of life of the elderly is truly in line with their needs.
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