COMMUNICATION FACTORS AFFECTING PUBLIC RELATIONS MEDIA EXPOSURE OF SRIBUA BAN SUBDISTRICT MUNICIPALITY, MUEANG LAMPHUN DISTRICT, LAMPHUN PROVINCE

Abstract

This research aimed to 1) examine the exposure to public relations media among people in Sribuaban Subdistrict Municipality, Mueang Lamphun District, Lamphun Province; 2) study communication factors related to public relations of Sribuaban Subdistrict Municipality; 3) investigate the relationship between demographic characteristics and exposure to public relations media; and 4) examine the relationship between media content factors and exposure to public relations media. This study employed a quantitative research approach using a questionnaire as the research instrument. The sample consisted of 383 residents of Sribuaban Subdistrict. Data were analyzed using descriptive and multiple Regression.

The results revealed that 1) personal factors, including gender, age, educational level, and occupation; social factors, namely length of residence in the area; and external factors, including credibility of information sources and accessibility of media, significantly influenced the effectiveness of public relations. 2) The public received information primarily through wireless broadcasting and community loudspeaker systems, and media presented in simple and easily understandable language attracted the greatest interest. 3) Mobile broadcasting vehicles or village public announcement vehicles were the media with the highest frequency of exposure among the public. 4) Both traditional and new media channels continued to have an influence on exposure to public relations media. In addition, educational level, occupation, age, length of residence in the area, credibility of information sources, and accessibility of media significantly affected public exposure to public relations media. Media content that was interesting, easy to understand, timely, diverse in presentation, and incorporated images and graphics was found to be significantly related to exposure to public relations media.