DEVELOPMENT OF COMMUNICATION COMPETENCIES OF DEPARTMENT HEADS IN THUNG SONG MUNICIPALITY

Abstract

This research aimed to examine: 1) the communication competency patterns of department heads in Thung Song Municipality; 2) the methods for developing their communication competencies; and 3) the success factors contributing to the development of their communication competencies.

This study employed a qualitative research design using in-depth interviews. The key informants comprised 18 individuals directly involved in the communication practices of Thung Song Municipality, divided into two groups: 1) department heads and 2) municipal employees. A structured in-depth interview guide was used as the research instrument, and the data were analyzed using thematic analysis.

The findings revealed that: 1) the communication competency patterns of department heads in Thung Song Municipality consisted of seven dimensions: speaking, listening, technology use, analysis and interpretation, relationship building, policy communication and administration, and knowledge management and organizational development. These competencies enabled department heads to translate policies into practice, coordinate internal operations, and communicate effectively with citizens. 2) The methods for developing communication competencies included practical workshops, the development of intrapersonal communication skills, reflection on successful practices, study visits and experience sharing, and integrated cross-functional learning. These methods promoted learning through actual practice, self-development, and collaborative experience sharing among department heads. 3) The success factors included personal attitudes and characteristics, creative communication and human relations skills, professional knowledge and skills, organizational culture and work environment, and communication-supporting tools or technologies. These factors contributed to the effective development of communication competencies at both the individual and organizational levels. The findings can be applied as guidelines for strengthening administrative communication and improving the municipality’s responsiveness to citizens.