Guidelines for developing news publicity management of private universities in Guangdong

An Na

Educational technology -- China -- Yunnan Sheng

Higher education – China (Guangdong)

Public relations in private universities – Guangdong – Management

The objectives of this research were: 1) to study the current situation of the news publicity work pattern of private universities in Guangdong. 2) to provide the guideline for developing news publicity management of private universities in Guangdong. 3) t o evaluate the adaptability and feasibility of the guideline for developing news publicity management of private universities in Guangdong. The sample were 327 managers of 8 private universities in Guangdong. Research instruments include: 1) questionnaire, 2) structured interview, 3) evaluation form. Data analysis by using percentage, mean, standard deviation and content analysis.
The results were found that:
1) The current situation of the news publicity work pattern of private universities in Guangdong in four aspects were at high level, one aspect was medium level. Considering the results of this research aspects ranged from the highest to lowest level were as follow: the highest level was media platforms construction, followed by mechanism building, organizational construction, public opinion guidance and the lowest level was team building.
2) The guidelines for developing news publicity management of private universities in Guangdong, including 5 guidelines: 1) 6 measures to develop organizational construction; 2) 6 measures to develop public opinion guidance; 3) 7 measures to develop the media platform construction; 4) 5 measures to develop team building; 5) 8 measures to develop the mechanism building. 3) The suitability and feasibility evaluation result of the guidelines are at highest level.

Keywords : Guidelines for developing, News Publicity, Private Universities

Bansomdejchaopraya Rajabhat University. Office of Academic Resources and Information Technology

Sarayuth Sethakhajorn

Patchara Dechhome

Niran Sutheeniran

2023

2025-05-19

2025-05-19

2025-05-19

thesis

application/pdf

TH 371.334 N111G 2023

eng

Bansomdejchaopraya Rajabhat University

Degree of Doctor of Philosophy

Doctoral degree

Educational Administration

Bansomdejchaopraya Rajabhat University