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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 30 opposition. The approach assures that social reality can be understood through these extremely biased perceptions, doctrines, or theories. Even though the Buddhist public relations is particularly relevant to the Buddhist communities in the Thai context, I believe that the general findings presented here can be seen as distinctive guidance for the practice of various relationship and community development projects. I acknowledge that applying “Buddhism” to public relations practice might, unintentionally, make other non- Buddhists in Thai society and elsewhere feel excluded. However, as I proposed, the “Buddhist public relations” term essentially signifies an alternative way of thinking and understanding the non-rational and complex social reality. Therefore, its general purpose does not limit to the context of “Buddhism” as the theology, but more as a way to comprehend and not predict; to analyze, not generalize; and to experience the nature of the complex conditions in a given locality. Bank (2000) suggested that the alternative way to deal with this complex condition is to open up to the “creation of new categories of understanding, openness to new information and awareness of multiple perspectives” (p. 121). Therefore, the key to the progress in the field of public relations in the postmodern society is to facilitate little narratives to recognize the different approaches to public relations practice around the world. Through the differences, public relations will promote new thinking and new solutions to problems, thus contributing to real changes in the society. The major contribution of Buddhist public relations discipline is to enhance the inner power and growth of the community-based organizations and their local communities, as well as to bring their local narratives into the public relations discourse. In such case, the traditional public relations strategy is changing from the

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
30
opposition. The approach assures that social reality can be understood through these
extremely biased perceptions, doctrines, or theories.
Even though the Buddhist public relations is particularly relevant to the
Buddhist communities in the Thai context, I believe that the general findings
presented here can be seen as distinctive guidance for the practice of various
relationship and community development projects. I acknowledge that applying
“Buddhism” to public relations practice might, unintentionally, make other non-
Buddhists in Thai society and elsewhere feel excluded. However, as I proposed, the
“Buddhist public relations” term essentially signifies an alternative way of thinking
and understanding the non-rational and complex social reality. Therefore, its general
purpose does not limit to the context of “Buddhism” as the theology, but more as a
way to comprehend and not predict; to analyze, not generalize; and to experience the
nature of the complex conditions in a given locality.
Bank (2000) suggested that the alternative way to deal with this complex
condition is to open up to the “creation of new categories of understanding, openness
to new information and awareness of multiple perspectives” (p. 121). Therefore, the
key to the progress in the field of public relations in the postmodern society is to
facilitate little narratives to recognize the different approaches to public relations
practice around the world. Through the differences, public relations will promote new
thinking and new solutions to problems, thus contributing to real changes in the
society.
The major contribution of Buddhist public relations discipline is to enhance
the inner power and growth of the community-based organizations and their local
communities, as well as to bring their local narratives into the public relations
discourse. In such case, the traditional public relations strategy is changing from the


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