Public Relations Media Design Guidelines for Driving Community Economic Development: A Case Study of Tong Chom Market, Wat Phra Non Chakkasi

Abstract

This research aims to study and propose public relations media design guidelines appropriate to the context of Tong Chom Market, Sing Buri Province, in order to support community economic development. A mixed -methods approach was employed, combining quanti tative and qualitative methodologies, including field surveys, participatory observation, in -depth interviews, and questionnaires. The sample consisted of 100 market vendors and 100 tourists, and the data were analyzed using descriptive statistics, includi ng percentage, mean, and standard deviation. The findings indicate that effective public relations media design should clearly reflect local identity by incorporating Phra Non Chakkasi as the primary symbolic element, as it represents the center of faith and a key landmark connecting the market with the temple where it is located, while the presentation of well -known community products helps stimulate purchasing decisions. The use of vendors as communication representatives effectively conveys friendliness, emotional engagement, and a sense of place ownership, thereby strengthening local identity and media credibility. In terms of media format and visual presentation, semi-formal media combined with photographic imagery achieved the highest level of audience satisfaction, particularly images with appropriate light, color balance, and contrast that clearly convey the market atmosphere and narratives while enhancing visual depth and interest. The application of technologies such as drone aerial photography and digital editing techniques further improved visual perspectives and storytelling sequences. Overall, the results demonstrate that identity -based and visually driven media design can enhance awareness, increase perceived value, and effectively support sustainable community economic development.