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Buddhist Public Relations Model for Thai Community Development: Theoretical and Practical Implications
Unformatted Document Text:  Buddhist Public Relations - ICA-15-11634 10 such extent, the relational integration framework proposes a new way of thinking for public relations, the so-called “Buddhist public relations” (Hanpongpandh, 2002a, 2002b). In the community development context, the main focus of Buddhist public relations is to help promote thrift, self-sufficiency, and cooperation to achieve common goals based on long-term relationships. A self-sufficient economy is not about money alone. It means an economy, which is interconnected with the well- being of our selves, families, communities, cultures and environments. It is a socio- economic development that maintains a balance of politics, economic well-being, ethics, morality, and spirituality. The tentative purposes of Buddhist public relations are 1) to establish and maintain fundamentally spiritual values, that is, trust, honesty, integrity, virtue, shared meaning, community, and ownership, 2) to promote the coexistence of all living entities, 3) to foster civic relationships and civic movements, and 4) to enhance collaborative alliances. This study of public relations is rooted in an acceptance of the reality of a community-based context that is full of difference, difficulty, and multiplicity. It is proposed that Buddhist public relations built upon the relational framework is an effort in understanding the community-based organization in its true condition, a collection of dynamic relationships of diverse but interrelated factors. The essence of Buddhist public relations, as a way to express and practice social conditions, lies in the heart of the “threefold training development,” (Buddhadasa, 1989) that is, proper behavior or speech, mental training, and insight or spiritual development. The main purpose in reconceptualizing the relational integration framework for Buddhist public relations is that Thai modern development has let its attention wander from the “threefold training development” and the links between individual

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
10
such extent, the relational integration framework proposes a new way of thinking for
public relations, the so-called “Buddhist public relations” (Hanpongpandh, 2002a,
2002b).
In the community development context, the main focus of Buddhist public
relations is to help promote thrift, self-sufficiency, and cooperation to achieve
common goals based on long-term relationships. A self-sufficient economy is not
about money alone. It means an economy, which is interconnected with the well-
being of our selves, families, communities, cultures and environments. It is a socio-
economic development that maintains a balance of politics, economic well-being,
ethics, morality, and spirituality. The tentative purposes of Buddhist public relations
are 1) to establish and maintain fundamentally spiritual values, that is, trust, honesty,
integrity, virtue, shared meaning, community, and ownership, 2) to promote the
coexistence of all living entities, 3) to foster civic relationships and civic movements,
and 4) to enhance collaborative alliances.
This study of public relations is rooted in an acceptance of the reality of a
community-based context that is full of difference, difficulty, and multiplicity. It is
proposed that Buddhist public relations built upon the relational framework is an
effort in understanding the community-based organization in its true condition, a
collection of dynamic relationships of diverse but interrelated factors. The essence of
Buddhist public relations, as a way to express and practice social conditions, lies in
the heart of the “threefold training development,” (Buddhadasa, 1989) that is, proper
behavior or speech, mental training, and insight or spiritual development.
The main purpose in reconceptualizing the relational integration framework
for Buddhist public relations is that Thai modern development has let its attention
wander from the “threefold training development” and the links between individual


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