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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 21 Going beyond the scope of the conventional research, I address the value of public relations theory and practice for people’s organizations in which its focus move beyond the bottom-line justification to societal justification. Public relations theory, research, and practice from this perspective offer an alternative way of understanding and perceiving social reality through the on-going communicative interaction process and social meaning-constructing process (Heath, 1999), rather than simply sending message to the public. Based on the specific research questions mentioned earlier, I develop a relational integration model (see Figure 2) to illustrate how an on-going process of Buddhist public relations takes place in everyday practice of community-based organizations under study. This process is not an end in itself. Some important implications for Buddhist public relations become apparent as the process develops. However, the snapshot of this on-going process primarily provides the overview of Buddhist principles’ contribution to public relations for community-based organizations. INSERT FIGURE 2: THE REINTEGRATED MODEL OF THE COMMUNITY DEVELOPMENT NETWORK Buddhist Values as Moral and Spiritual Groundwork The reintegrated model of CB co-operative and Isan civic network illustrates that Buddhist values lie at the very heart of CB co-operative and the Isan civic network (ACCS, KK Village, SCDF and WLAN). The main emphasis is to advocate physically, mentally, and spiritually meaningful courses for community development and collaborative society. In such a framework, the essence of Buddhist public relations is to facilitate the development of reality perception through the threefold

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
21
Going beyond the scope of the conventional research, I address the value of
public relations theory and practice for people’s organizations in which its focus move
beyond the bottom-line justification to societal justification. Public relations theory,
research, and practice from this perspective offer an alternative way of understanding
and perceiving social reality through the on-going communicative interaction process
and social meaning-constructing process (Heath, 1999), rather than simply sending
message to the public.
Based on the specific research questions mentioned earlier, I develop a
relational integration model (see Figure 2) to illustrate how an on-going process of
Buddhist public relations takes place in everyday practice of community-based
organizations under study. This process is not an end in itself. Some important
implications for Buddhist public relations become apparent as the process develops.
However, the snapshot of this on-going process primarily provides the overview of
Buddhist principles’ contribution to public relations for community-based
organizations.
INSERT FIGURE 2: THE REINTEGRATED MODEL OF
THE COMMUNITY DEVELOPMENT NETWORK
Buddhist Values as Moral and Spiritual Groundwork
The reintegrated model of CB co-operative and Isan civic network illustrates
that Buddhist values lie at the very heart of CB co-operative and the Isan civic
network (ACCS, KK Village, SCDF and WLAN). The main emphasis is to advocate
physically, mentally, and spiritually meaningful courses for community development
and collaborative society. In such a framework, the essence of Buddhist public
relations is to facilitate the development of reality perception through the threefold


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