จ้างที่ปรึกษาประเมินผลตัวชี้วัดคำรับรองการปฏิบัติราชการกรมประชาสัมพันธ์ ตัวชี้วัดที่ 1.1 ประจำปีงบประมาณ พ.ศ.2557
by พรทิพย์ พิมลสินธุ์
จ้างที่ปรึกษาประเมินผลตัวชี้วัดคำรับรองการปฏิบัติราชการกรมประชาสัมพันธ์ ตัวชี้วัดที่ 1.1 ประจำปีงบประมาณ พ.ศ.2557 | |
พรทิพย์ พิมลสินธุ์ | |
สำนักงานศูนย์วิจัยและให้คำปรึกษาแห่งมหาวิทยาลัยธรรมศาสตร์ | |
2014 | |
สำนักงานศูนย์วิจัยและให้คำปรึกษาแห่งมหาวิทยาลัยธรรมศาสตร์ | |
The assessment per the official endorsement of the Public Relations Department, the indicator at 1.1 with percentage of the target audience’s awareness and understanding of the national strategy and policy of the government, has the following objectives of the research:
(1) The recognition and understanding of the national strategy and policy of the government, media and public relations department of communication channels, both central and regional levels, targeting both domestic residents and foreigners residing in the country.
(2) To study the information to benefit the Domestic Target Audience
(3) To use the outcome as an official reference for the performance commitment of the Public Relations Department to improve and develop the future process of its Department
Data were collected from two groups of target audience: at 2,821 samples from domestic and 180 samples from foreign/international audience.
1. Tune in to watch or listen to various programmes from Radio Thailand Station and TV station from the Public Relations Department:
Domestic Target Audience: Listening to various programmes from The Public Relations Department’s Radio Thailand Station is mostly during 08.01 hours – 12 noon, 04.01 hours – 08.00 hours, 16.01 – 20.00 hours and 20.01 hours – 24.00 hours, at the listening frequency of 2-3 times per week and everyday. Turning on the Public Relations Department’s TV stations is mainly during 20.01 hours – 24.00 hours and 16.01 hours – 20.00 hours, at the watching frequency of 2-3 times per week and everyday.
Foreign/International Target Audience: Listening to various programmes from The Public Relations Department’s Radio Thailand Station is mostly during 04.01 hours – 08.00 hours, 00.01-04.00 hours and 08.01 – 12.00 hours, at the listening frequency of 1-3 times per week. Turning on the Public Relations Department’s TV stations is mainly during 04.01 hours- 08.00 hours, 00.01 hour – 04.00 hours and 20.01 hours – 24.00 hours at the watching frequency of 1-2 times per week.
2. To get to know the content of the national strategy and the Government’s key policies
The Domestic sampling group stated that getting to know the content of the national strategy and the Government’s key policies were from the television (at 87.70%), from radio (at 67.65%) with inconsistency information. It is different from the Foreign sampling group which mostly stated that getting to know the content of the national strategy and the Government’s key policies were from website (at 74.44%), television (at 50.00%), with the frequency of 1-3 times per week.
3. Understanding of content of the national strategy and the Government’s key policies released by the Public Relations Department
The overall picture of the Domestic Audience, at 88.41% stated that getting to know the content of the national strategy and the Government’s key policies had the understanding level of “very much” which equals to an average of 3.55 (or 70.93%)
4. To take the information to benefit the Domestic Target Audience
Domestic Target Audience dividing into different groups: Every group received an overall average score resulted from getting the public relations information per the strategy of the Public Relations Department at the level of “very much”.
Foreign Target Audience: Received an overall average score resulted from getting the public relations information per the strategy of the Public Relations Department at the level of “average” (or 3.28). Every point received an average score at the level of “medium”. The particular point on taking the information to inform others, received an average score less than other subjects.
5. Suggestion resulted from the research:
3. Contents of presentation
1.1) The research found that the target distributing information on the ASEAN was received less than other information with the level of understanding at an “average”. Therefore, the dissemination of information about the ASEAN, all and around in depth, must be increased. As well, the detailed information which can make the target audience to understand and perceive benefits of obtaining this information to tell others, must be considered. This can be done by clearly dividing which contents would be suitable which target audience of each group.
1.2) The contents of information promoting the democracy should be substantive insights, appropriate and interesting enough to reach more of the younger, youth audience. This is to help making more effective in attracting the youth to participate in politics, both national and local levels.
2. There should be field trip activities to be closer and reach community more.
Presentation of up to date, new information on time, and to delve into all aspects will be an ideal. Presenting information on the various aspects must also have suggestion to benefit to viewers and audience to master the information better and can be utilized on a daily basis or also to tell others. |
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ตัวชี้วัด
กรมประชาสัมพันธ์ การประเมินผลการปฏิบัติราชการ คำรับรองการปฏิบัติราชการ การนำเสนอข้อมูลข่าวสาร |
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รายงานวิจัย | |
Text | |
application/pdf | |
tha | |
เอกสารฉบับนี้สงวนสิทธิ์โดยสำนักงานศูนย์วิจัยและให้คำปรึกษาแห่งมหาวิทยาลัยธรรมศาสตร์ ห้ามทำซ้ำ คัดลอก หรือนำไปเผยแพร่ตัดต่อโดยมิได้รับอนุญาตเป็นลายลักษณ์อักษร | |
สงวนสิทธิ์ในการเข้าถึงเฉพาะบุคลากรของมหาวิทยาลัยธรรมศาสตร์ | |
https://repository.turac.tu.ac.th/handle/6626133120/41 |
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