Proactive Public Relations Strategy Plan for Hotpittayakom School, Amphur Hot, Chiang Mai Province

Abstract

The objectives of this research were to establish and evaluate perceptions from the implementation of a Proactive Public Relations Strategy Plan for Hotpittayakom School, Amphur Hot, Chiang Mai Province. The research population were 1) 3 school administrators, 2) 2 persons of Head of Public Relations Department 3) 5 teachers working in the public relations department and 4) 100 students’ parents. The research instruments were 1) school management interview form, 2) interview form for head of public relations, 3) interview form for teachers working in the public relations department, 4) students’ parents interview record form and 5) evaluation form for the use of the Proactive Publicity Strategic Plan. The data was analyzed by using content analysis and comparative analysis. It was analyzed in conjunction with the concept of service marketing ingredients, value concept delivered to customers and ideas for designing business models.

          The conclusion of the research are as followed: Proactive Public Relations Strategy Plan for Hotpittayakom School, Amphur Hot, Chiang Mai Province is a strategic plan for proactive publicity using special events with the participation of external communities. It aims to disseminate information, news and various activities school items and also create a process for community participation in various operations throughout a program of activities to promote entrepreneurial skills to support family businesses. Moreover, there are the special curriculum activities consist of communication through local media, community radio, parents’ meeting activities, online channels such as facebook, line, youtube, school website and the evaluation results of perceived use of the Proactive Public Relations Strategy Plan for Hotpittayakom School, Amphur Hot, Chiang Mai Province using the proactive publicity in an online format. The total number of people reaching the activity was 7,821 persons including 41 times of expressing feeling, 109 total social sharing activities and the amount of people who watched all activity pictures in 116 times.