An UGC Autonomous Institution
(Approved by AICTE, permanently affiliated to JNTU, Hyderabad) (NAAC Accredited Institution with ‘A’ Grade)
Vol. 8 No. 3 July-September 2019 (Special Issue)
ISSN (Online) : 2322-0449
ISSN (
) : 2277-6753
Department of Master of Business Administration
Abstract
This research aimed to on the state and guideline for public relations administration of private schools under the office of the Private Education Commission Chonburi in the digital era, to develop and experiment model for private school under office the Private Education Commission in Chonburi Province in the digital era and to assess the effectiveness of the management model for private school under office the Private Education Commission in Chonburi Province in the digital era, The study consisted 3 phases. Phase 1 was study the state and guidelines for public relations administration of private schools under the office of the Private Education Commission Chonburi in the digital era. Phase 2 was develop and experiment model for private school under office the Private Education Commission in Chonburi Province in the digital era. Phase 3 assessing the public relations management model of private schools.
The population is the school administrators and head of public relations for private schools which offers basic education Chonburi province, a total of 102 people. The sample group consisted of school administrators and head of public relations for private schools which offers basic education Chonburi province, 88 persons were obtained by simple random sampling.
Keywords: The Public Relations, Management Model for Private School under Office the Private Education Commission in Chonburi Province in Digital Era
Background and Significance of the Study
The National Education Act 1999 and the Second Amendment (2002) emphasized the importance of community participation in educational management. As can be seen from the various sections such as Article 8 states that education must be lifelong learning for people. And allow society to participate in educational management. Article 9 Structure and the educational process for decentralization of education local government organization and the participation of individuals, families, communities, local government organizations, private organizations, religious institutions, establishments and other social institutions providing education. Article 23 the organization of learning processes of one's own family, society and community. Section 24. The learning process should be organized in accordance with the needs of learners Organize activities for learners to learn from real experience. Article 25. The state must promote and support. Establishment of a lifelong learning center Article 29 Educational
* Ph.D. Research Schola, North Bangkok University, Bangkok, Thailand. Email: pranisa.dae@nothbkk.ac.th
The Public Relations Management Model for Private School
under Office the Private Education Commission in Chonburi
Province in Digital Era
institutions with individuals, families, communities, local administrative organizations, private organizations, establishments and other social institutions provide education and strengthening the community by organizing learning processes in the community. (Ministry of Education. Therefore, the joint activities between the school and the community are therefore strengthening the community in the provision of education in general, which has not yet been taken seriously and extensively, such as building the relationship between the school and the community. Public relations, service provision, and community engagement the operation of building relations with the community is still not systematic. Causing problems Coordination with the community Researchers have found that School teachers and administrators Still do not understand the culture and well-being of the people in the community, causing the school to not receive the cooperation as it should be And the state of administration of the relationship between the school and the community Parents, students interfere with the job of the school too. The administrators and teachers had little relationship with the parents and the community, which was the systematic administration of the school-community relations. (Office of the National Primary Education Commission. 2000: 142)
(Chanthanee Sanguannam 2008: 5).
From the research of Yaowapa Buawet (2007: 59) who studied the problems of administration, public relations found that there are significant public relations problems and obstacles, that is, executives do not understand the meaning of correct public relations. Lack of care and not giving importance to public relations especially at the executive level Lack of tools / equipment necessary to communicate and publicize Lack of systematic management, therefore, public relations often lack short-term, medium-term and long-medium-term planning, as well as lack of coordination in public relations planning There is also a problem of lack of division within the department that does not have a definite proportion. Therefore causing difficulties in public relations Lack of planning and evaluation Therefore making public relations unfocused Waste and waste and lack of coordination within the department itself causing misunderstandings, distance, lack of cooperation, management of the department is therefore inefficient, leading to difficulties in public relations both inside and outside the organization.
From the reality, schools, whether public or private, need to be in constant contact and coordination. To organize teaching and learning activities with the community such as Songkran Festival, New Year, Buddhist Lent, Loi Krathong etc. Providing various information with community guardians and relevant departments is necessary (Chamnien Pholhan, 2010, school public relations or school public relations operation, which aims to provide information to the public by means of communication in order to enable the target group to have knowledge and understanding. And feeling good about the organization, organization, institution is not only a full time job but an important job to promote good understanding. In creating relationships between agencies or organizations, institutions and groups of people involved, good public relations is creating popularity among various groups of people. That are involved with the organization Or institutions by means of informing the public of the policy Objectives and things That an organization or institution has done Good public relations will help to promote good feelings for the operation of the institutional organization (Raphanphan Roipila 2011: 23). Publicizing the schools here means the process of understanding. And the cooperation between the school and the community is great because it provides information to the public about the activities of the school or the news within the school (Chanthanee Sanguannam 2008: 231).
at all times, convenient, fast, not complicated, easy to use, respond to users of all forms Due to the development of technology and new innovations all this time Therefore causing the demand and information consumption behavior of users to change And day by day more and more important roles will be played. 2018: introduction) consistent with the opinion that Social media is a form of communication that reaches people at all levels today. Which is widely used under the constant development of computer technology which is likely to become the main media for people in the future world (Phichit Wichitbunyarak. 2011: 99).
Therefore, public relations work is a school mission that requires special attention. Because if done well it will have a good effect on reputation Favor And the honor of the school And must give the same importance as the administration of other schools as well By good public relations management Must start from the management to all staff in the department Because when everyone understands correctly, will show good behavior When good behavior is achieved, it will create unity. And smooth operation And is a tool to build good relations with the community Or motivating people in the community to see the benefits of the school Which will bring good understanding to each other Private schools that must build trust for the public Also have to compete with almost every public school under In addition, private schools must also compete in terms of quantity, quality, and size differences. Number of financial personnel Quality in management and academic quality between public schools and private schools together as a result, non-quality private schools cannot adjust in time. Must suffer a loss and finally abandoned when public relations was important to the administration of the school especially in the era of economic recession and society with competition in the media and technology intensive as mentioned above.
As public relations is very important to the school administration, especially the private school. In Chonburi There are private schools. From kindergarten to high school level, 56 schools which must be very competitive Therefore, each school must have guidelines for managing public relations that are sufficiently high to build confidence in their school, which will lead to an increase in the number of students sufficient to continue. Therefore, the researcher as a personnel working in a private school in Chonburi province is interested in studying the public relations management model of private schools under the Office of the Private Education Commission of Chonburi Province in the digital age that the public relations management of private schools in Chonburi province which is consistent with the context of Chonburi province.
Research Objectives
In this research the researcher has set the objectives as follows
1. To study the conditions and guidelines for public relations administration of private schools under the Private Education Commission Chonburi in the digital era.
Private Education Commission Chonburi in the digital era.
3. To assess the efficiency of the public relations management model of private schools under the Private Education Commission Chonburi in the digital era.
Scope of Research
Phase 1: Study the conditions and guidelines for public relations administration of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era the scope of operations is as follows
Phase 1: Study of information documents and research related to public relations administration of private schools.
Sources of information include documents, concepts, theories and research and research both at home and abroad, including textbooks / documents and distributed via electronic media. Related to public relations administration of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era to be analyzed as a guideline for the development of public relations management models of private schools Under the Private Education Commission Chonburi in the digital era.
The variables studied are
1. Networking and public relations
2. News dissemination 3. Information service
4. Monitoring and evaluation
Phase 2: Study of the conditions of public relations administration of private schools under office of the Private Education Commission: OPEC) Chonburi in the digital era by using the questionnaire.
The population is the school administrators. And head of public relations for private schools which offers basic education Chon Buri Province, a total of 102 people
The sample group consisted of school administrators and head of public relations for private schools which offers basic education Chonburi province, 88 persons were obtained by simple random sampling.
The variable studied is the public relations management approach of private schools.
Phase 2: Development and experiment of the public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital age proceeded as follows
2.1 Draft the public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era by using the research results in step 1 for analysis And synthesize together with the principles, concepts, theories, and related research that has been studied in chapter 2 to be the data for the public relations management model of private schools Under the office of the Private Education Commission: OPEC) Chonburi in the digital era.
2.2. Check the accuracy and suitability of the public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital age by interviewing experts
Key informant group consisted of 5 qualified persons who had the following qualifications:
2.2.1 The administrator of a private school that has held a position for not less than 5 years 2.2.2 The superintendent of school directors of schools under basic education
2.2.3 University lecturer PhD degrees in educational administration or curriculum and teaching. The variables studied were accuracy and appropriateness.
2.3 Try using the public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era experimental locations are Pongsiri Witthaya school, Chonburi Province.
The duration of the experiment is 1 semester.
Phase 3 Assessing the public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era by using the evaluation form the researcher will proceed as follows.
3.1 Summary and improvement of the public relations administration model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era after trial
3.2 Submit the draft of the amended form to one qualified person is evaluated.
1. People who have knowledge about public relations. 2. Being a lecturer in university.
Key informants were 10 experts by Purposive Sampling.
The variables studied are possibility and usefulness
Expected Benefits
1. To be applied to the public relations administration of private schools office of the Private Education Commission: OPEC) Chonburi in the digital ear for more efficiency.
2. To enable agencies or other agencies to use the public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era used as a guideline for public relations management of the school for more efficiency.
Research Framework
Research subject Public relations management model of private schools office of the Private Education Commission: OPEC) Chonburi province the researcher has specified the research concept frame as follows
1. The study of conditions and guidelines for public relations administration of private schools office of the Private Education Commission: OPEC) Chonburi in the digital era the researcher got the idea and the principles of the department and various scholars as follows
1.1 The concept of Pornthep Chupawa (2005: 21) which outlines the principles and methods of school public relations that the following issues should be implemented.
1) Appointing person responsible for public relations work for the school 2) Create a school publicity form.
3) Arrange for evaluation and improve public relations
4) Arrange equipment Responsible for public relations services
5) Plan for public relations operations according to policies, projects or activities 6) Organize a system for public relations services
7) Prepare proof of use of various types of public relations media
8) Provide a public relations venue as a proportion
9) Make publications and coordinate with relevant agencies
10) Track and evaluate the school public relations performance In order to improve public relations.
1) Creating a public relations network.
2) Disseminating information from agencies in the public. 3) Information service
2. Study of school public relations management processes the researcher used the concept of (Sherman Horn, 2002: 20) who proposed that The management process consists of 4steps: planning, organization management (Leading) and controlling (Controlling).
3. Assessing the public relations management model of private school office of the Private Education Commission: OPEC) Chonburi in the digital age the researchers used the Stuffebeam concept, 1969: 75, which stated that Assessment of educational programs may be assessed in 4 standards: accuracy standards Suitability standards Feasibility standards and the benefit standard.
From the concepts of the aforementioned departments and academics the researcher summarized this into a research framework as shown in the figure 1.
Figure 1 Conceptual framework for research
State of Public Relations Management in Schools in the Digital era
1. Creating a public relations network 2. Dissemination of public information 3. Information services
4. Monitoring and evaluation
Public relations management processes in the digital era
1. Planning 2. Organizing 3. Leadin g 4. Controlling
Assessing the effectiveness of the public relations management model of private schools Under the Private Education Commission Chonburi in the digital era.
1. Accuracy
2. Appropriateness 3. Possibilities 4. Usefulness
References
1. Arunrat Chinnaworn. (2010). Public relations media. Bangkok: Chulalongkorn, University.
2. Chanthanee Sa-nguan Nam, (2008). Theory and practice in school administration. 2nd edition, Bangkok: Bookpoint Company Limited.
3. Chamnien Pholhan (2010). Educational quality assurance practice. Bangkok: Sun Printing.
4. Office of the National Primary Education Commission (2000). School administration manual Primary education. Bangkok: Khurusapha Publishing House, Lat Phrao.
5. Phichit Wichitbunyarak (2011). Social media: Futuristic media, Executive Journal. (4) 99. 6. Royal Academy. (2003). Royal Institute Dictionary, 1999. Bangkok: Nan Mee Book, Publications 7. Yaowapa Buawet. (2007). Public relations management model of Rajabhat University.Doctor of
