Public relations stretegies for enhancing the image of Singha Estate Public Company Limited: Case study on sustainable business operations through the fingertip reforestation project

Abstract

This study investigates communication strategies for sustainable business at Singha Estate Public Company Limited, select and study from the Fingertip Reforestation Project which is the company's sustainable development project for the purpose of offsetting carbon credit and create awareness to stakeholders and public. The project has cooperation from Singha Estate and partners, including Singha Park Chiang Rai, Siam Kubota and Thaicom and local communities, focusing on planning, PR strategy selection, and overcoming communication challenges. Through qualitative methods, data is gathered from interviews with executives and stakeholders involved in sustainable business communication. The analysis integrates communication planning theory, Public Relations, Corporate Image concepts, internal data, and relevant research insights.

The findings highlight two components in Singha Estate's sustainable business communication processes: planning and strategy formulation. Performance evaluation is employed to optimize communication effectiveness. The study reveals that Singha Estate aligns its sustainable business communication plans with its vision, defining frameworks and objectives for sustainable initiatives. These plans serve as a foundation for crafting communication strategies aligned with business operations, involving problem analysis to determine project ideas, objectives, and target groups. Communication tools such as online campaigns, CSR activities, public relations, and advertising are then selected. The strategies are executed according to the devised plan, incorporating performance measurement for ongoing refinement and advancement of sustainable business communication processes.