A Study of Communication Styles for Public Relations

Abstract

This research aimed to examine the internal organizational public relations communication model at the Faculty of Humanities and Social Sciences, focusing on academic staff, support staff, and students. The study involved 390 participants and 9 experts, using questionnaires, interview forms, and evaluation tools. Data were analyzed using percentages, means, and standard deviations. The findings revealed that awareness and utilization of public relations information among academic staff, support staff, and students were at a moderate level. Among these groups, the highest awareness was related to student activities. The primary communication channel was the university website, with minimal use of the e-office system. Academic staff mainly sought updates on university operations, while students prioritized information regarding student activities. The preferred communication channels varied by group: academic staff favored the e-office system, students preferred the university website, and support staff primarily relied on social media. Furthermore, an expert-reviewed communication model for public relations was proposed. This model encompassed 12 key elements, including university policies and communication channels, and outlined a four-step communication process: situational analysis, operational status assessment, planning, and verification. Overall, the study emphasized the importance of customized communication strategies to improve the effectiveness of public relations within the university.