THE DEVELOPMENT OF PUBLIC RELATIONS MEDIA TO RAISE AWARENESS THROUGH A PARTICIPATORY ACTION RESEARCH PROCESS: NONG KHAI MODEL PROJECT
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Abstract
The purposes of this research were to develop public relations media to raise awareness through a participatory action research process for Nong Khai Model Project. The study process was divided into 4 procedures as follows: (1) selection of public relations media to find out the most suitable public relations media, (2) development of public relations media formats to design public relations media prototypes, (3) selection of public relations media designs to produce public relations media prototypes, and (4) monitoring and evaluation. This study was a mixed-method research divided into 2 parts. Part 1 was a qualitative research in the form of
participatory action research. Research data was collected via focus group discussion involving
four groups of key research informants: (1) the group of four researchers, (2) the group of six
media producers, (3) the group of 10 consumers, and (4) the group of 10 experts. The employed research tools were an in-depth interview form, a participatory observation form, and field recording form for selection of specific key research informants based on the identified criteria concerning their experience and relevant roles. Part 2 was a quantitative research. The employed research tool was a questionnaire on the satisfaction with the design of publicity brochures. A total of 100 samples were used. Data were collected using the quota sampling method. Data were analyzed using descriptive statistics of percentage, mean, and standard deviation.
The research results revealed that the Nong Khai Model Project had two public relations channels, namely, (1) the online channel via Facebook, website, and spatial virtual world program and (2) the offline channel using mouth-to-mouth communication method, without any publicity document. Therefore, the researcher had developed public relations media, i.e. the leaflets, which had the following outstanding features: (1) being smart brochures in terms of conservation of the world, (2) being beautiful and able to attract attention, (3) being unique with being
different, and (4) being creative. The leaflets contained complete information that helped
create reliability for the producers as a medium for conveying details, expanding the market to be more well-known, helping the community to earn more income, and adding value to the products in the Project. From the evaluation, it was found that there were good responses from the audience, the increase of awareness by 160 percent, being able to generate income and strengthen the community’s economy as a model for bringing knowledge from research results to contribute and put into concrete practice in wide area.
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