Guidelines for public relations management in the digital era of educational institutions under the Secondary Educational Service Area Office Phetchabun

Abstract

         This research article aimed to: 1) study the conditions of public relations administration in the digital era in schools under the Secondary Educational Service Area Office Phetchabun, and 2) examine guidelines for public relations administration in the digital era in schools under the Secondary Educational Service Area Office Phetchabun. The research was conducted in two phases. Phase 1 focused on studying the conditions of digital-era public relations administration. The sample consisted of 306 school administrators and teachers. Data were collected using a five-level rating scale questionnaire and analyzed by mean and standard deviation. Phase 2 focused on studying guidelines for digital-era public relations administration. The informants were three experts with knowledge, experience, and expertise in digital-era public relations administration, selected through purposive sampling. Data were collected using interviews and analyzed through content analysis. The findings revealed that the overall conditions of public relations administration in the digital era were at a high level. The aspect with the highest mean was public relations evaluation, while the aspect with the lowest mean was public relations policy formulation. The guidelines for digital-era public relations administration indicated that: 1) in terms of policy formulation, school administrators analyzed stakeholders, established clear policies, assigned responsibilities, and continuously monitored and evaluated operations; 2) in terms of resource allocation, administrators planned resource management and built collaborative networks for sustainability; 3) in terms of public relations operations, schools systematically implemented digital technologies and supported proactive communication; and 4) in terms of public relations evaluation, schools employed indicators and data analytics tools to improve operations transparently and continuously.