The Public Relations Format of King Mongkut’s University of Technology North Bangkok in The Age of Thailand 4.0

Abstract

The objectives of this research are 1) to study the elements of the models for public relations in the fourth industrial revolution. 2) to develop models of public relations for King Mongkut's University of Technology North Bangkok in the fourth industrial revolution and 3) to evaluate models of public relations of King Mongkut's University of Technology North Bangkok in the fourth industrial revolution. The researcher studied from a sample consisting of students, personnel, people, journalists and stakeholders of King Mongkut's University of Technology North Bangkok. Determination of the sample size was done by using the table from Taro Yamane formula at infinite level and using a sample of 400 people. The research instruments consisted of interviews and questionnaires used including average, standard deviation and stepwise multiple regression analysis. The result found that the elements and forms of models of public relations in the fourth industrial revolution consist of the main components and sub-components as following: the organization executives consists of 1) organizational policies and 2) needs to receive information. The organization consists of 1) the models of public relations that are modern and 2) the organizational communication plan. The target group consists of 1) the communication plan of the organization 2) the leadership of the executives 3) the design of public relations and 4) the budget of the organization. Public relations channel consists of 1) public relations news 2) public relations time and 3) expertise of technical personnel and data include (1) public relations success evaluation 2) modernization of technology and 3) corporate communication planning. The results of the evaluation of models of public relations found that both of the appropriateness and the feasibility of applying the model have the highest mean value.