PROACTIVE PUBLIC RELATIONS MODEL THROUGH SOCIAL MEDIA TO PROMOTE THE IMAGE OF THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aimed to 1 ) study the current state and needs regarding a proactive public relations model through social media to promote the image of the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University, 2) develop the proactive public relations model, and 3 ) present and validate the developed model . The sample groups consisted of the Faculty's personnel, experts in public relations, social media, and image promotion, and relevant executives . The research instruments included an online questionnaire, structured interviews, and a model evaluation/validation form. Data analysis employed percentage, mean x̄ and standard deviation (S.D) The research findings revealed : 1. The sample group's overall opinion on the Faculty's current public relations performance was at a high level (x̄ =3.71) , but the ove rall level of information awareness was at a moderate level (x̄ =3.05) . The news most sought after by the sample group was student activities and operations . 2. The overall level of awareness through PR media or channels was at a moderate leve (x̄ =2.94). The most popular channel was the Facebook group. 3. The appropriate proactive public relations model through social media, as evaluated by experts, should consist of 1) Analysis and study of image-promotion activities, 2) Strategic planning with a clear and motivating structure, 3 ) Creative communication using social media, and 4 ) Continuous and sustainable evaluation and monitoring . The appropriateness of the model was rated at a high level (x̄ - 4.28, S.D. - 0.09)