นโยบายและการดำเนินงานด้านการประชาสัมพันธ์ประเทศ ของกระทรวงการต่างประเทศ / สรรเสริญ ประเสริฐสุด = The public relations of Thailand : policy and practices of the Ministry of Foreign Affairs / Sunsurn Prasertsud
The objectives of this research were to study: 1) Thailand public relations policy and practices, emphasized planning and activities of The Ministry of Foreign Affairs. 2) Elites’ opinion about Thailand public relations policy of the Ministry of Foreign Affairs. 3) Elites’ opinion about the practices of The Ministry of Foreign Affairs in promoting Thailand. The respondents were seven administrative officers of The Ministry of Foreign Affairs and factory elites from the following: 1) Executives from private sectors (15 cases) ; 2) Academics form universities (15 cases); and 3) Reporters of foreign news (10 cases). The Instrument used in data gathering were related documents and indepth interviewing. Qualitative method was employed to present the research results. Results were as follows: 1. Thailand public relations policy of The Ministry of Foreign Affairs includes - Promoting good images of Thailand. - Keeping unity and continuous practices in doing public relations for good understanding of Thailand. - Establishing the good relations with other countries by “Cultural Diplomacy”. 2. Most of the elites believed that Thailand PR policy implemented by The Ministry of Foreign Affairs should be congruent to the world situation at present. 3. Most of the elites saw the attempt of The Ministry of Foreign Affairs in many aspects to promote the good image of the country. However, the attempt was not quite successful effected by factors such as budget, bureaucratic system, social problems and other current situations in Thai society. Moreover, they suggested that the role of “coordinator” should be more emphasized in the PR process.
