GUIDELINES OF COMMUNICATION SKILLS DEVELOPING FOR CANVASSER IN LOCAL ELECTION CAMPAIGN

Abstract

The objectives of this research were to study 1) The guidelines to developing canvassers' communication skills regarding candidates' characteristics, 2) The guidelines to developing canvassers' communication skills for conveying local development policies, and 3) The guidelines to developing canvassers' communication skills in addressing political attacks. A qualitative research method was employed using in-depth interviews. Data were collected from 32 key informants directly involved in the election process through purposive sampling. Structured in-depth interview guidelines were used, and the data were analyzed by drawing conclusions. The results revealed that developing communication skills for canvassers in the context of local elections focuses on effectively and clearly communicating the candidates' attributes, policies, and visions to the target audience. The development approaches are divided into four main components: 1) Message Composition: Canvassers should convey information about the candidate, such as their background, experience, integrity, vision, and notable achievements, to reinforce candidate credibility. 2) Key Message: The content should highlight the candidate's strengths, including knowledge, competence, experience, moral integrity, understanding of the community, vision for local development, honesty, and commitment to local progress. 3) Presentation Methods: A variety of methods should be employed, such as discussing local issues, organizing community meetings, home visiting, delivering speeches, and using online media to reach the target audience. 4) Persuasion Strategies: Focus on building trust by connecting with community needs, using evidence-based information, emphasizing emotional connections, and listening while responding empathetically. Additionally, the communication of development policies should focus on conveying visions for infrastructure, economic, and quality-of-life improvements in the community, and addressing political attacks with well-reasoned, fact-based responses to positively shape public perceptions