GUIDELINES FOR CREATIVITY-BASED LEARNING ACTIVITIES FOR DIGITAL MEDIA CREATION IN ORGANIZATIONAL PUBLIC RELATIONS

Abstract

This article aims to present a Creativity-Based Learning (CBL) approach for developing digital media for organizational public relations among music students under the course Music Technology and Innovation for first-year students in the Bachelor of Music Program, College of Music, Bansomdejchaopraya Rajabhat University. The course focuses on developing fundamental knowledge and skills in digital technology, the use of software applications, and technological tools essential for musicians in the digital era, while simultaneously promoting learning related to organizational identity, culture, and institutional context.

The learning process emphasized an active learning approach by engaging students in hands-on practice through information inquiry, content design, and digital media production for organizational public relations, followed by the dissemination of their work through social media platforms. The process also promoted collaboration and creative problem-solving. The findings indicate that Creative-Based Learning effectively enhanced students' digital skills, communication skills, creativity, critical thinking, collaboration, and media literacy. At the same time, the digital media produced by the students could be effectively utilized for organizational public relations by communicating the institution's identity, increasing public awareness, and strengthening the institution's image through social media platforms.