PUBLIC RELATIONS FOR DISASTER PREVENTION THROUGH ONLINE MEDIA OF GOVERNMENT AGENCIES IN SAMUT SAKHON PROVINCE

Abstract

This research article aimed to: 1) examine the level of public opinion toward disaster prevention public relations through online media of government agencies in Samut Sakhon Province, and 2) investigate public awareness of disaster prevention communication disseminated through online media by government agencies in Samut Sakhon Province. A mixed-methods research design was employed. Quantitative data were collected through questionnaires administered to 50 residents of Samut Sakhon Province, while qualitative data were obtained through content analysis of social media communications published during 2025. Data were analyzed using descriptive statistics, including frequency, percentage, and mean, together with content analysis.

The findings revealed that:

1) the overall public opinion toward disaster prevention public relations through online media of government agencies was at a high level (x̄ = 3.71). Respondents highly valued the credibility of information provided by official government sources with clear references. However, limitations were identified in terms of two-way communication, particularly in responding to inquiries and providing clear and easy-to-understand instructions, indicating that communication remained largely one-way in nature.

2) Public awareness of disaster prevention information disseminated through online media was high. Most respondents accessed information through Facebook (96%), followed by the official LINE accounts of government agencies, due to the speed and timeliness of information delivery, especially through local online community groups. Nevertheless, the communication content mainly focused on emergency alerts, while information related to preparedness, post-disaster recovery, and the use of multimedia content to enhance understanding remained insufficient.