THE DEVELOPMENT OF PUBLIC RELATION MEDIA TO PROMOTE ENVIRONMENTAL CONSERVATION OF URBAN COMMUNITY: A CASE STUDY OF RAEWADEE ZONE 2 COMMUNITY, NONTABURI PROVINCE

Abstract

The research aims as follows: 1) to study the problems and needs of using public relations media to promote environmental conservation in urban community; 2) to develop public relations media to promote environmental conservation in urban community for communities for receivers outside the community.; and 3) to assess the satisfaction of receivers towards the developed public relations media. The study method used community participant observation and focus group discussions with members of the Rewadee Zone 2 community in Nonthaburi Province. The data was then used to develop public relations media. Experts assessed the quality of the developed public relations media and assessed the satisfaction of the sample group who came to study and visit the community by having the sample group answer questionnaires themselves and analyzed the satisfaction statistics of the sample group by finding the mean and standard deviation. It was found that the Raewadee Zone 2 community is a model community in urban environmental management. The community has a problem of not being able to clearly communicate information, knowledge, and ideas on environmental conservation because there is no public relations media. It needs public relations media that will help communicate with visitors and the general public so that they can be well-informed and meet their needs. The developed media consisted of 1) video media with content on the background and concept of environmental conservation; 2) diagrammatic media in the community's learning resources, showing an overview of the learning resources and knowledge in the learning base; and 3) social media (Facebook page) to disseminate knowledge and community activities. The results of the study on satisfaction of the sample group with public relations media showed an overall average of the highest level, The media that the sample group was most satisfied with was the social media (Facebook page).