A PROACTIVE MODEL OF PUBLIC RELATIONS THROUGH SOCIAL MEDIA TO ELEVATE THE IMAGE OF THE FACULTY OF MANAGEMENT SCIENCE AT SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

Abstract— In an era where digital communication shapes perceptions, academic institutions must strategically leverage social media to enhance their image and engage effectively with stakeholders. This study presents a comprehensive investigation into the development, implementation, and impact of a proactive model of public relations (PR) through social media, with the specific aim of elevating the image of the Faculty of Management Science at Suan Sunandha Rajabhat University. A mixed-methods research design was employed, combining qualitative and quantitative approaches. In-depth interviews with key stakeholders provided nuanced insights into current perceptions, while content analysis of existing social media content identified successful strategies. Surveys and social media analytics were used for quantitative assessments, providing a holistic view of the proactive PR model's impact. The implementation of the proactive PR model resulted in a positive shift in stakeholder perceptions, with increased awareness and favorable views of the faculty. The proactive PR model has demonstrated its potential to elevate the image of the Faculty of Management Science. By embracing recommendations and iteratively refining strategies, the faculty can continue to leverage social media as a powerful tool for strategic communication, fostering positive relationships with stakeholders and reinforcing its position as a leading academic institution