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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 25 market, where people get what they want, toward the understanding of a relationship as serial reciprocity, where people will get if they learn how to give. According to P.W., the chairperson of CB co-operative, the true democracy must be a reciprocal relationship-based community, not a democracy of individualism that fosters self- centeredness. To keep up with the Buddhist principles of respecting society and nature, people should take only what they need, thereby respecting the rights of all beings. Kruckeberg and Starck’s (1988) community-building theory indicates that “public relations practitioners can help individuals to root themselves in the community, to grow with it, gaining in depth, significance, flavor, and absorbing the local tradition and spirit” (p. 116). What the Buddhism-based soft approach of CB co-operative and Isan civic network reflects is much of what Kruckeberg and Starck had to say. This is directly relevant to the practice of Buddhist public relations, not as it is usually practiced nor as it is presented theoretically in the existing discourse, but as it could be practiced for the purpose of maintaining moral and spiritual dimensions in the community development context. Communicative Interaction: Put Buddhist Public Relations into Practice In the framework of relational integration, the five-staged model of Buddhist public relations process (see Figure 3) recaps how the dialectical dialogues of community culture and social relationships are established and sustained through the communicative interaction between organizations and communities. The model suggests the following stages in the process: Stage 1: establishing local base and context diagnosis; Stage 2: facilitating co-operative setting; Stage 3: fostering communicative activities; Stage 4: linking community networks; and Stage 5: encouraging collaborative alliances.

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
25
market, where people get what they want, toward the understanding of a relationship
as serial reciprocity, where people will get if they learn how to give. According to
P.W., the chairperson of CB co-operative, the true democracy must be a reciprocal
relationship-based community, not a democracy of individualism that fosters self-
centeredness. To keep up with the Buddhist principles of respecting society and
nature, people should take only what they need, thereby respecting the rights of all
beings.
Kruckeberg and Starck’s (1988) community-building theory indicates that
“public relations practitioners can help individuals to root themselves in the
community, to grow with it, gaining in depth, significance, flavor, and absorbing the
local tradition and spirit” (p. 116). What the Buddhism-based soft approach of CB
co-operative and Isan civic network reflects is much of what Kruckeberg and Starck
had to say. This is directly relevant to the practice of Buddhist public relations, not as
it is usually practiced nor as it is presented theoretically in the existing discourse, but
as it could be practiced for the purpose of maintaining moral and spiritual dimensions
in the community development context.
Communicative Interaction:
Put Buddhist Public Relations into Practice
In the framework of relational integration, the five-staged model of Buddhist
public relations process (see Figure 3) recaps how the dialectical dialogues of
community culture and social relationships are established and sustained through the
communicative interaction between organizations and communities. The model
suggests the following stages in the process: Stage 1: establishing local base and
context diagnosis; Stage 2: facilitating co-operative setting; Stage 3: fostering
communicative activities; Stage 4: linking community networks; and Stage 5:
encouraging collaborative alliances.


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