The Development of Proactive Public Relations with the Line Application Model for the Faculty of Liberal Arts, KMITL, Thailand

Abstract

In the 21st century information has played a major role in not only life learning for members of society but also in the effectiveness of organizations. This mostly affects learning, routine working, decision making and, especially, the public relations of organizations. Since we have recognized the importance of information and technology as driven tools in our society, this paper aims to design and develop proactive public relations using a Line application model at the Faculty of Liberal Arts, King Mongkut's Institute of Technology Ladkrabang, Thailand. The samplings were 15 experts in both public relations as well as information technology at King Mongkut's Institute of Technology Ladkrabang. Data was assembled by means of interviewing, Line usage observation and data were analyzed using content analysis. The results revealed that a successful proactive public relations model had to consist of four elements. 1) Strategies 2) Planning 3) Activities and 3) Goal. The proactive public relations process using the Line application model was beneficial to the Faculty of Liberal Arts, King Mongkut's Institute of Technology Ladkrabang by providing an appropriate process for improving quality and performance of public relations in organizations. Utilizing such new social network tools in proactive public relations can also enhance the quality of the services and the products of the organization.