Public Relations Strategies for Dramas and Documentaries on the VIPA Application of Thai PBS Television Station
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Abstract
The objectives of this research are to 1) examine the public relations strategies for dramas and documentaries on the VIPA application, and 2) propose guidelines for promoting dramas and documentaries through the VIPA application in order to enhance target audiences’ awareness and interest in following the content. This study employed a qualitative research methodology and utilized a case study approach. Data were collected through participant observation and in-depth interviews with new media professionals, academic, and representatives of the target audience of the VIPA application. The research findings indicated that the
public relations strategies for promoting dramas and documentaries
on the VIPA application involve five key approaches: 1) maintaining consistent and long-term communication efforts, 2) selecting topics that resonate with a broad audience, 3) focusing on in-depth, distinctive, and educational content, 4) designing content that is accessible and engaging for all age groups, and 5) utilizing communication channels that are appropriately aligned with both the target audience and the nature of the content. In addition, the research proposed nine public relations strategies for promoting dramas and documentaries on the VIPA application, aiming to enhance audience awareness and encourage continued engagement. These strategies were categorized into five key areas: 1) content planning, 2) production of engaging and high-quality media, 3) utilization of digital platforms and social media strategies, 4) application of data and intelligent systems, and 5) development of networks and social influence.
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