การศึกษากลยุทธ์การประชาสัมพันธ์ และประสิทธิผลการสร้างภาพลักษณ์ของโครงการดาวเทียมไทยคม / ใจทิพย์ ศรีประกายเพ็ชร = A study of public relations strategies and its effectiveness in image building of Thaicom satellite / Jaitip Sriprakaipetch
The objectives of this research are to study the strategies of building THAICOM satellite image and to study its effectiveness. The study of the strategies of building THAICOM satellite image is based on exclusive personal interviews with public relations managers of Shinawatra Group and corporate documents. The study showed that THAICOM public relations plan was carried out in 3 stages ; THAICOM pre-launch campaign, THAICOM launch campaign and THAICOM post-launch campaign. On the 3 stages of public relations strategies, the research found out that Shinawatra group builds image of THAICOM satellite by 2 strategies which are Corporate Advertising and Pseudo-Events. Thus, the public relations plan has 3 processes for image building; 1. Publicity 2. Persuasion 3. Reinforcing the credibility of THAICOM satellite Besides, the research of effectiveness on THAICOM satellite found that in overall, 92% of people in Bangkok Metropolitan area have heard of THAICOM. When the sampling groups are classified by education, it is found that THAICOM is the best recognized by post-graduate level group. Secondly, by graduate level group. And finally, by under high school level group.
