การประเมินผลโครงการประชาสัมพันธ์ประชาคมอาเซียน ของสำนักประชาสัมพันธ์เขต 3

Abstract

This independent study aimed 1) to study the operational efficiency of the ASEAN Promotion Campaign Project of the Public Relations Department Region 3, and 2) find the problems and obstacles as well as obtaining suggestions for improving this campaign project. This study comprised a research survey with data obtained from 320 people, who continually followed the ASEAN Promotion Campaign Project. In addition, six officials responsible for the project were interviewed. The data analysis was carried out with descriptive statistics of frequency, percentage, mean and standard deviation with detailed explanations. Interview data were analyzed by means of descriptive analysis. The findings were as follows: 1) The quantitative study found that, overall, television and radio broadcasting satisfied its audience at the high level regarding information about the ASEAN Promotion Campaign Project. The overall level of understanding about the operation of this project also was high. 2) The qualitative study found that the project operated at the good level, based on structured interviews with officials responsible for it. As this was its first year of operation, the project was designed to educate the public with basic knowledge about the ASEAN Community.

3) The studied audiences had ideas and suggestions that included, for example: the content of the ASEAN community should be of practical use, and up-to-date; the presentations should be improved so that they would be more interesting and diverse. In addition, opportunities for students to participate in the campaign programs should be increased; and they should also be allowed to participate as an announcer. More campaign programs should be held off-site, while their show times should be increased.