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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 26 INSERT FIGURE 3: MODEL OF BUDDHIST PUBLIC RELATIONS PROCESS FOR COMMUNITY-BASED ORGANIZATION The essence of Buddhist public relations model highlights the interactive engagement, the co-creation of social meaning, and the development of mutually beneficial relationship (Heath, 1999) between the organization and its communities, both internal and external. The social meaning-making process narrates and re- narrates different voices in an on-going flow of social context in a particular setting. Through these aspects, both the organization and its community members who are engaged in the communicative interaction learn how to recognize the broader interests and the importance of others. The purpose of presenting this model is not to draw a universally applicable model, but more to initiate some thought and further analysis of public relations in the community development context. This model illustrates that Buddhist public relations process is not just a phenomenon to be described. It is regarded as a process, or a way of thinking to better understand the key elements that nurture individuals within and outside the organization toward a proper conduct in body and speech, followed by proper mind, which in its turn leads to insight and right understanding. This model is grounded in both theory and research, and forms the basis for a new theoretical model. It allows for public relations scholars and practitioners to improve their understanding of social ground and cultural network. What is emerging clearly is that Buddhist public relations discipline has evolved through a series of stages and through an integration of different factors. Primarily, the Buddhist public relations discipline takes into account the importance of the local wisdom, the moral and spiritual leadership, and the values-driven community culture, which inspires the community-based organization to cultivate the respect to itself and others, the acceptance and appreciation of differences, the

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
26
INSERT FIGURE 3: MODEL OF BUDDHIST PUBLIC RELATIONS PROCESS
FOR COMMUNITY-BASED ORGANIZATION
The essence of Buddhist public relations model highlights the interactive
engagement, the co-creation of social meaning, and the development of mutually
beneficial relationship (Heath, 1999) between the organization and its communities,
both internal and external. The social meaning-making process narrates and re-
narrates different voices in an on-going flow of social context in a particular setting.
Through these aspects, both the organization and its community members who are
engaged in the communicative interaction learn how to recognize the broader interests
and the importance of others.
The purpose of presenting this model is not to draw a universally applicable
model, but more to initiate some thought and further analysis of public relations in the
community development context. This model illustrates that Buddhist public
relations process is not just a phenomenon to be described. It is regarded as a process,
or a way of thinking to better understand the key elements that nurture individuals
within and outside the organization toward a proper conduct in body and speech,
followed by proper mind, which in its turn leads to insight and right understanding.
This model is grounded in both theory and research, and forms the basis for a new
theoretical model. It allows for public relations scholars and practitioners to improve
their understanding of social ground and cultural network.
What is emerging clearly is that Buddhist public relations discipline has
evolved through a series of stages and through an integration of different factors.
Primarily, the Buddhist public relations discipline takes into account the importance
of the local wisdom, the moral and spiritual leadership, and the values-driven
community culture, which inspires the community-based organization to cultivate the
respect to itself and others, the acceptance and appreciation of differences, the


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