COMMUNICATION OF SCHOOL ADMINISTRATORS IN THE PHU KRACHAN SCHOOL GROUP UNDER THE OFFICE OF SISAKET PRIMARY EDUCATIONAL SERVICE AREA 4

Abstract

The objectives of this research were to study the level of communication of school administrators and to establish guidelines for developing the communication of school administrators in the Phu Krachan School Group under the Office of Sisaket Primary Educational Service Area 4. The research sample consisted of 127 participants. The research instrument was a 5-point Likert scale questionnaire containing 49 items, with a total reliability coefficient of .94 and an Index of Item-Objective Congruence (IOC) ranging between .67 - 1.00. Statistics used for data analysis included frequency, mean, standard deviation, and content analysis.

          The research findings revealed that

1. The overall level of communication of school administrators in the Phu Krachan School Group under the Office of Sisaket Primary Educational Service Area 4 was at the highest level. Consideration of individual aspects also showed the highest level for all categories. The top three aspects, ranked by mean in descending order, were: Capability of the Audience, Channel, Continuity and Consistency 2. Guidelines for developing the communication of school administrators comprised 7 aspects: 1) Credibility: adhering to good governance and acting as a role model; 2) Content: emphasizing accuracy, clarity, and inspiration; 3) Context: promoting two-way communication and a friendly atmosphere; 4) Clarity: using concise language and visual aids; 5) Continuity and Consistency: consistently monitoring and reinforcing policies; 6) Channel: integrating diverse communication platforms including official documents and social media; and 7) Capability of the Audience: analyzing personal backgrounds and adapting communication levels to individuals to ensure mutual understanding and effectively achieve organizational goals.