DEVELOPING PHOTOGRAPHIC TECHNIQUES TO CREATE A POSITIVE IMAGE

Abstract

The objectives of this article are to study photography techniques that could contribute
to effecting positive corporate image, and to develop photography techniques of members of
staff, building knowledge about constituents of interesting and aesthetically-pleasing
photography, raising content quality so they could clearly convey stories to the audience, as
well as serve as evidence for the accompanying narration, making the audience familiar with
persons appearing in the news, allowing them to distinguish different figures and discern their
composures, complementing a story, and making the target audience better know an
organization, giving the latter a positive corporate image. As well as publicizing its news to
target audience, an organization must simultaneously maintain positive corporate image by, for
example, offering social contributions. Maintaining positive corporate image is a form of
public relation which can offset a corporate’s negative brand image.
This study’s sample consisted of 500 students and 500 members of staff. Questionnaires
about student satisfaction in the publicity of The Office of General Education and Innovative
Electronic Learning, Suan Sunandha Rajabhat University, Thailand were used as means to
collect data. The data was collected in the academic year 2022. The answers were analyzed
using percentages, mean values, and standard deviations. Results showed that the responders
had overall high level of satisfaction in the publicity, having a mean value of 4.17. Examining
different constituents, it was found that the responders rated very high on the extent at which
the photographs and narrations facilitated understanding of the messages being communicated,
having a mean value of 4.49, followed by the up-to-datedness, having a mean value of 4.22,
completeness and ease of understanding of the content, having a mean value of 4.10,
engagingness of the publicity, having a mean value of 4.03, and, appropriateness of the
photographs and contents, having a mean value of 4.00