กระบวนการประชาสัมพันธ์รณรงค์ โครงการลดอุบัติเหตุทางการจราจรของเครือข่ายอุบัติเหตุ

• 主要作者: ชรัมพร จิตต์โกศล
• 其他作者: ปาริชาติ สถาปิตานนท์
• 格式: Theses and Dissertations
• 語言: Thai
• 出版: จุฬาลงกรณ์มหาวิทยาลัย 2004
• 主題: โครงการลดอุบัติเหตุทางการจราจรของเครือข่ายอุบัติเหตุ; การวางแผนการสื่อสาร; การประชาสัมพันธ์; อุบัติเหตุทางถนน
• 在線閱讀: https://digiverse.chula.ac.th/Info/item/dc:25194

To study the public releations campaign process, and the problems and threats of public relations campaign for Road Accident Reduction Project of No Accident Network. The qualitative research methodology using a documentary research technique and indepth interviews are used with the persons who are responsible for public relations planning and heads of the project, operational level personnels, and network leaders/members. The finding are as follows 1. The public relations campaign process consists of 4 processes: (1) Research-listening process which was done by reviewing the data through related documents, internet, some research papers, and from research organizations. (2) Planning process achieved by the head member and operational member. (3) Communication process which is divided into 2 parts: communication between networks conducted by Stopdrink Network Office and communication toward target group responsible by all units and (4) Evaluation process which has thus far been in adequate of official evaluation. 2. The public relations strategy of the project is consist of (1) Media strategy : purchasing the media on the reduction price, sponsoring to TV/Radio programs, using media in business areas, repeating media distribution, applying mixed media, using celebrities, presenting direct experiences, applying the right channel for the right target group, creating media network, positioning itself as information unit, and allowing two-way communication (2) Message strategy : fear drive model, rational, truth presenting, status, key message and sub messages, attention striking message, and co-symbol creating message, and (3) Human/organization strategy : focusing on working as team and network and encouraging a wide rage of strategic allies. 3. Problems and threats of public relatons campaign can be perceived separately as followed : Problems: not enough time for some projects, in adequate of public relations resource, cooperation problems, public relations media problem, and running inconstantly each project; Threats: target group s refusal to behavior changing, as well as tradition, economic, and social threats.