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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 11 and macro-social analyses of power. In the relational integration framework, Buddhist public relations emphasizes the social applications of the “threefold training development” in both individual and macro-social dimensions. At the individual level, Buddhist public relations initiates the “looking from within” metaphor that can help a community-based organization develop its good behavior to the fullest extent in respect of body, mind, and spirit (Barrett, 1998). In this context, an organization is seen as a living entity that displays the full range of humanistic essences; as a consequence, it becomes a learning and self-reflective organization that knows how to enhance its consciousness and inspiration for social and cultural change. At a macro-social level, Buddhist public relations encourages the organization to recognize its role as a corporate citizen by maintaining its responsibility to establish a dhammic socialist society 1 where the voices of grassroots organizations and civil societies have the opportunity of being heard. Theoretically, this conceptual proposition of Buddhist public relations draws attention to the true value of morality and spirituality as a springboard to the socio- economic strength of community-based organizations. In short, the relational integration framework for Buddhist public relations focuses on the learning processes, moral practices and spiritual inner power of community-based organizations that will further the achievements made by local networks, government, business, and other environmental constituencies in improving the quality of life for the Thai people. As the Thai government attempts to promote a self-sufficient economy and community enterprise campaign to the Thai community, it is proposed that Buddhist public 1 Buddhadasa (1989) speaks about dhammic socialism in terms of the principles of natural balance of things. Therefore, in a dhammic socialist society, it is believed that if all things recognize the importance of interconnectedness, there will be a balance in nature among human beings, animals, trees, earth, and water (p. 195).

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
11
and macro-social analyses of power. In the relational integration framework,
Buddhist public relations emphasizes the social applications of the “threefold training
development” in both individual and macro-social dimensions.
At the individual level, Buddhist public relations initiates the “looking from
within” metaphor that can help a community-based organization develop its good
behavior to the fullest extent in respect of body, mind, and spirit (Barrett, 1998). In
this context, an organization is seen as a living entity that displays the full range of
humanistic essences; as a consequence, it becomes a learning and self-reflective
organization that knows how to enhance its consciousness and inspiration for social
and cultural change. At a macro-social level, Buddhist public relations encourages
the organization to recognize its role as a corporate citizen by maintaining its
responsibility to establish a dhammic socialist society
1
where the voices of grassroots
organizations and civil societies have the opportunity of being heard.
Theoretically, this conceptual proposition of Buddhist public relations draws
attention to the true value of morality and spirituality as a springboard to the socio-
economic strength of community-based organizations. In short, the relational
integration framework for Buddhist public relations focuses on the learning processes,
moral practices and spiritual inner power of community-based organizations that will
further the achievements made by local networks, government, business, and other
environmental constituencies in improving the quality of life for the Thai people. As
the Thai government attempts to promote a self-sufficient economy and community
enterprise campaign to the Thai community, it is proposed that Buddhist public
1
Buddhadasa (1989) speaks about dhammic socialism in terms of the principles of natural
balance of things. Therefore, in a dhammic socialist society, it is believed that if all things recognize
the importance of interconnectedness, there will be a balance in nature among human beings, animals,
trees, earth, and water (p. 195).


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