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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 12 relations will become an important tool for the Thai communities to group themselves and work on community enterprise projects together. To this end, the research initiates the theoretical discussion on the relational integration framework of Buddhist public relations for community development. Another important step of this research is to answer the following general research questions: How can Buddhist public relations be applied to the practical settings? What does Buddhist public relations mean to community-based organizations in terms of concept, principle, process, and practice? What are the qualities of Buddhist public relations? REVISING PUBLIC RELATIONS RESEARCH FOR COMMUNITY DEVELOPMENT Research on communication in Thailand has recently echoed a sign of conceptual transition. In the pre-economic crisis era, communication discourse reinforced the dominance of marketing and the economic framework. Traditionally, modern public relations research on community development has simply based its studies on the optimistic position or a normative model. Rothenbuhler (2001) posits that the normative community development research mainly “contributes on the commonality and happiness in the communities, but is unable to offer any advice for improving them” (p. 159). According to Rothenbuhler (2001), an alternative model for the realistic community should also contend with the differences, problems, and difficulties inherent in community development context. In the post-economic crisis era, the Western qualitative research including its critical, cultural, and postmodern perspectives has been introduced to the Thai

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
12
relations will become an important tool for the Thai communities to group themselves
and work on community enterprise projects together.
To this end, the research initiates the theoretical discussion on the relational
integration framework of Buddhist public relations for community development.
Another important step of this research is to answer the following general research
questions: How can Buddhist public relations be applied to the practical settings?
What does Buddhist public relations mean to community-based organizations in terms
of concept, principle, process, and practice? What are the qualities of Buddhist public
relations?
REVISING PUBLIC RELATIONS RESEARCH
FOR COMMUNITY DEVELOPMENT
Research on communication in Thailand has recently echoed a sign of
conceptual transition. In the pre-economic crisis era, communication discourse
reinforced the dominance of marketing and the economic framework. Traditionally,
modern public relations research on community development has simply based its
studies on the optimistic position or a normative model. Rothenbuhler (2001) posits
that the normative community development research mainly “contributes on the
commonality and happiness in the communities, but is unable to offer any advice for
improving them” (p. 159). According to Rothenbuhler (2001), an alternative model
for the realistic community should also contend with the differences, problems, and
difficulties inherent in community development context.
In the post-economic crisis era, the Western qualitative research including its
critical, cultural, and postmodern perspectives has been introduced to the Thai


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