Communication Innovation Development to Promote Public Relations for the Liberal Arts Curriculum, Rajamangala University of Technology Suvarnabhumi
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Abstract
Background and Aim: In the digital era, technology significantly influences decision-making among higher education students. Course promotion must therefore adapt to align with the communication behaviors of the target audience. This is particularly true for the Arts Program at Rajamangala University of Technology Suvarnabhumi, which faces challenges related to accessibility and awareness among prospective students. This study aims to (1–2) investigate the current situation, including problems, obstacles, and existing communication strategies and processes; (3) identify key factors contributing to successful program promotion; and (4) develop an innovative communication model that can effectively and sustainably enhance course promotion.
Materials and Methods: This Research and Development (R&D) study was conducted systematically through a mixed-methods approach. Qualitative data were collected via in-depth interviews with 12 key informants—course administrators, faculty members, and public relations officers—and focus group discussions with two groups of high school students to explore their perspectives on current communication practices. The results from this diagnostic phase directly informed the design of communication innovations, incorporating tools such as social media, virtual reality (VR) tours, podcasts, and alumni as brand ambassadors. Five experts assessed the innovation in terms of content quality, suitability, and practical feasibility. A pilot implementation was then conducted with 100 high school students to evaluate their satisfaction and message comprehension. Content analysis was applied to qualitative data, while descriptive statistics were used to analyze quantitative data.
Results: The findings revealed that the existing promotional strategies lacked systematic planning, used limited communication channels, and focused predominantly on one-way communication, with minimal use of interactive digital tools. Public relations personnel showed insufficient understanding of the communication behaviors of the digital-native target audience. Key barriers included staff shortages, limited budgets, and a lack of continuity in promotion. Influential success factors identified included: clear and engaging content (Mean = 4.57, S.D. = 0.51), use of appropriate media channels aligned with audience behavior (Mean = 4.49, S.D. = 0.55), and building a distinctive and trustworthy program image (Mean = 4.43, S.D. = 0.60). Based on these insights, a five-component communication innovation was developed: (1) strategic planning, (2) content and digital tools, (3) brand building and alumni networking, (4) interactive communication, and (5) continuous evaluation. Expert evaluations rated the innovation as “very good” (Mean = 4.72, S.D. = 0.44), while high school participants reported a “very high” satisfaction level (Mean = 4.61, S.D. = 0.48).
Conclusion: The results highlight the need for the Arts Program to transition from traditional to interactive communication strategies that resonate with the digital behaviors of today’s students. The developed innovation, through its strategic integration of modern media and partnership networks, demonstrated effectiveness in improving awareness, engagement, and perceived credibility. Both expert and target group evaluations affirm the model’s quality and practical applicability, indicating strong potential for sustainable use across other university programs.
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