COMMUNICATION MANAGEMENT FOR HEALTH PROMOTION OF YAMU SUBDISTRICT ADMINISTRATIVE ORGANIZATION, YARING DISTRICT, PATTANI PROVINCE

Abstract

This research aimed to study 1) communication management policies and missions for health promotion, 2) communication management processes for health promotion, and 3) guidelines for developing communication management for health promotion of the Yamu Subdistrict Administrative Organization, Yaring District, Pattani Province. This a qualitative research study focusing on individuals involved in health communication management in the area. The sample consisted of 32 purposively selected participants from six groups: 1) policymakers, 2) communication management practitioners, 3) public health network workers, 4) community leaders, 5) community representatives, and 6) communication scholars and professionals. Data were collected through semi-structured in-depth interviews and individual interviews, and were analyzed using thematic analysis.

          The findings revealed that 1) Health communication policies and missions were systematically established with participation from all sectors, beginning with local data collection to set appropriate goals and action plans, aiming to provide accurate health information through diverse media while continuously promoting two-way communication and community capacity building, 2) Communication processes used both traditional and digital media such as community radio, public announcement systems, and social media, as well as communication through religious and community leaders. However, barriers were found in language, cultural differences, access to technology, and limitations in personnel and budget, and 3) Development guidelines emphasized strengthening personnel capacity, integrating health policies with local development plans, promoting collaborative networks, and applying digital technology to enhance the efficiency of community health communication.