Commerce and P.R. lecturers at Burapha
University address people attending their open house seminar.
Staff Reporters
The rise of technology and mass communication in
Thailand poses challenges in public relations for government and
business leaders, commerce and P.R. lecturers told attendees at a
Burapha University open house seminar.
“The development of science and technology,
especially communications, has increased competition and changed ideas,
customs and culture, resulting in both positive and negative impacts on
Thai society,” Kritsanaporm Sermapnit, head of Burapha’s Public
Relations Department, told audience members at the Nov. 4 session.
Management of information is a key factor in
developing countries and government agencies and the private sector need
to develop new approaches to P.R., he said. By emphasizing information
services, government can create a better understanding with the public.
The “Direction and Management Model for P.R. During
the Next Decade” lecture was the first byproduct of an Oct. 12 joint
operations agreement between Burapha’s P.R. department and the College
of Commerce. The full course is being aimed at public- and
private-sector communications officials as well as marketers managing
all types of media. The course will be part of Burapha’s Master’s and
Doctorate degree programs.
Banpot Wirunrat, dean of the College of Commerce said
there are currently more than 6,000 graduate level students taking
business courses throughout the country. To develop international
interest, programs are being offered in concert with two colleges in
Laos, he added.
During the free, open house session, lecturers
stressed that the “new model” of public relations requires meeting the
needs of various target groups and taking preemptive action. Providing
timely information and monitoring the results is crucial, they said.
To do that, university officials told the public, P.R.
administrators need to be well educated and armed with the latest
techniques which, of course, Burapha’s courses can offer, they said.
