Efficiency of information dissemination through the village headman 's communication channel in Hot District, Chiang Mai Province

Abstract

This research aims to study the public relations tools, the problems and obstacles of public relations through communication channels, and the effectiveness of public relations through communication channels used by village headmen in Hod District, Chiang Mai Province. This is a qualitative research using in-depth interviews with a purposive sampling method. The key informants included five village headmen from five villages and three villagers from each village. The research findings revealed that the tools used

for public relations by village headmen include communication channels such as social media, posted announcements, news tower, and monthly meetings with villagers. Regarding the problems and obstacles in public relations, some village headmen lack communication skills in speaking, writing, or using modern communication tools. Moreover, access to modern technology or the internet limits the effectiveness of online communication channels. There is also a lack of knowledge on how to use communication tools or channels.

As for the effectiveness of public relations, a variety of communication channels, both traditional and modern, are used. Most village headmen use Thai and local languages that are easily understood by the villagers. The ability of villagers to receive information depends on the characteristics of the community and the context of the area. Guidelines for developing the effectiveness of public relations communication of village headmen should provide additional training on knowledge and skills in using social media and training on the use of appropriate language for village headmen for effective communication.