GUIDELINES FOR PROACTIVE PUBLIC RELATIONS ADMINISTRATION IN THE DISRUPTION ERA TO ENHANCE COMMUNICATION COMPETENCE AND FOSTER A POSITIVE IMAGE OF BAN TONSAN SCHOOL, FANG DISTRICT, CHIANG MAI PROVINCE

Abstract

This Mixed Methods Research aims to: (1) examine proactive public relations strategies in the era of digital disruption, (2) analyze the factors influencing public relations management to enhance communication effectiveness and the school’s image, specifically at Ban Ton San School in Fang District, Chiang Mai Province, and (3) develop appropriate proactive public relations approaches tailored to the school’s context. The target group consisted of 21 participants, including 10 workshop attendees, 6 administrators and personnel with best practices in public relations, and 5 experts, all selected through purposive sampling. The research tools included document analysis forms, structured interview forms, workshop discussion records, and public relations strategy evaluation forms. Qualitative data were analyzed using descriptive analysis, while quantitative data were processed using mean and standard deviation.

The findings revealed that: (1) proactive public relations strategies comprise (a) strategic planning, (b) digital technology utilization, (c) communication capacity development, and (d) organizational image enhancement; (2) key factors influencing public relations management include (a) digital skill development for personnel, (b) content modernization aligned with audience behavior, (c) integration of traditional and digital media in public relations systems, and (d) accessibility and comprehension considerations for target groups; and (3) the developed public relations approach integrates the RACE public relations management model with the SMCR communication framework. The strategies formulated were evaluated as highly accurate and appropriate.