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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 23 As an alternative to the mainstream approach, the reintegrated model shows that the community-based organizations under study pay much attention to moral and spiritual purposes, which are the meanings of happiness, moral understandings, mutual learning processes, and proper behavior in relation to themselves and other people. These groups of people contend that the lack of a moral dimension in mainstream economic development can be seen in the extent of selfish behavior, which people take advantage of one another, and dispute between groups pursuing only their own self-interests. The research findings indicate further that to address the uncertainty and inequality in the multicultural or postmodern society, there is a need for Thai public relations practitioners to draw more on the “Buddhism-based soft approach,” the openness of the organization to internal and external interactions, the ability to learn from each other, and the higher level of the organization’s internal and external connectedness with and contribution to the society and community (Barrett, 1998). It is found that the Buddhism-based soft approach of CB co-operative and Isan civic network highlights the two important stages of community development. The first stage is the interaction with the spiritual communities, both internal and external—that is, public-minded leaders and organization’s members, wise locals, spiritual community actors, community enterprises, and governmental agencies. The second stage is the practice of critical and systematic reflection (Payutto, 1995), the so-called mindfulness. It is a way to practicing the application of thought and to coming to know the correct method of thinking in a critical, systematic, and deep manner through the creation of alternative understanding, openness to new information, and awareness of multiple perspectives (Banks, 2000; Payutto, 1995). Developing Dialectic Dialogue through Community Culture and Social Relationships

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
23
As an alternative to the mainstream approach, the reintegrated model shows
that the community-based organizations under study pay much attention to moral and
spiritual purposes, which are the meanings of happiness, moral understandings,
mutual learning processes, and proper behavior in relation to themselves and other
people. These groups of people contend that the lack of a moral dimension in
mainstream economic development can be seen in the extent of selfish behavior,
which people take advantage of one another, and dispute between groups pursuing
only their own self-interests. The research findings indicate further that to address the
uncertainty and inequality in the multicultural or postmodern society, there is a need
for Thai public relations practitioners to draw more on the “Buddhism-based soft
approach,” the openness of the organization to internal and external interactions, the
ability to learn from each other, and the higher level of the organization’s internal and
external connectedness with and contribution to the society and community (Barrett,
1998).
It is found that the Buddhism-based soft approach of CB co-operative and Isan
civic network highlights the two important stages of community development. The
first stage is the interaction with the spiritual communities, both internal and
external—that is, public-minded leaders and organization’s members, wise locals,
spiritual community actors, community enterprises, and governmental agencies. The
second stage is the practice of critical and systematic reflection (Payutto, 1995), the
so-called mindfulness. It is a way to practicing the application of thought and to
coming to know the correct method of thinking in a critical, systematic, and deep
manner through the creation of alternative understanding, openness to new
information, and awareness of multiple perspectives (Banks, 2000; Payutto, 1995).
Developing Dialectic Dialogue through
Community Culture and Social Relationships


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