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) study the resource mobilization management approaches in small schools with best practices, 2) develop a participatory educational resource mobilization management approach for Wat Pangma-o School, Chiang Dao District, Chiang Mai Province, and 3) validate the developed approach. The study was conducted in three phases. Phase 1 involved studying management approaches from three experienced administrators of small schools recognized for effective resource mobilization using semi-structured interviews and content analysis. Phase 2 focused on developing a participatory management approach through workshops with 13 participants including administrators, teachers, educational personnel, and school board members from Wat Pangma-o School. Phase 3 involved validation of the approach by five experts using a structured evaluation form.

The findings were as follows: 1) The management approach of small schools with best practices consists of five key steps: assessing school needs, collecting resource information, planning and setting objectives, implementing the mobilization plan, and evaluating and reporting outcomes. 2) The developed participatory approach includes core principles, objectives, operational guidelines, and success conditions. 3) The validation by experts indicated that the developed approach was highly accurate and appropriate for implementation.