กลยุทธ์การประชาสัมพันธ์และภาพลักษณ์ของสถานีวิทยุโทรทัศน์กองทัพบก (ช่อง 5) / ร้อยโทหญิง ณชญาดา จันทร์งาม = Public relations strategies and images of Royal Thai Army Radio and Television (Channel 5) / Lt. Nachayada Channgam
To study the polices, public relations strategies and images of the Thai Army Radio and Television channel 5. The research was divided into two parts. The first part was qualitative research which document study and in-depth interview were used to collect the data. The second part was quantitative research which questionnaires were used to collect the data from 400 samples of the people in Bangkok metropolitan area. SPSS progrom was used for data processing. The results of this research were as follows: 1. The results of this research were as follows that the public relation policy of channel 5 was Strong determination to create highest-quality and value works for society with major standpoint, not mainly making profit, as providing worthiness to the public emphasizing on four policy facets 1) Royal family sustaining campaign 2) Anti narcotic 3) Environment preservation and 4) Human aid. Public relation strategies were 1) Strategy of Partner which was a kind of public relation done by allied organization coorperation to make concerned activities reliable and more attractive for people 2) Strategy of Activitiy which provided social work activities focusing on social responsibility and aid 3) Strategy of Media which refered to the medias used for public relation such as television, radio, newspaper, and websites. 2. The results showed that the overall image of the television channel 5 was positive. It was also renowned and accepted as mass media for society. Its image was good from people’s point of views. In addition, it was one of the most prominent organizations in social works and activities.
