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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 31 powerful networking or political influence to relationship and community building, building goodwill of all key publics, complete transparency, and management accountability. In addition, Buddhist public relations discipline can encourage big change in the leadership and people management approach. In that extent, the new leadership and people management has more to do with communication and relationship building skills (e.g., building goodwill, fostering social knowledge, establishing mutual benefit, and sustaining collaborative relationships) than the political connection. More enlightened public relations scholars are becoming aware of the need to change their organizations into a new form to best serve Thai citizens. They begin to recognize that the development process is a two-way street. The recognition of both economic motivation and moral integrity is a step towards the humility and the willingness to learn from the full concreteness of actual human beings. The shift of values from self-interest and competition to cooperation and social justice, from material acquisition to inner growth would be prime importance in creating a new world order. Through this changing process, public relations scholars and professionals have inevitably played a key role in community and national development. Exploring Buddhist public relations as a process which Thai values are reconstructed provides an alternative perspective that chronicles the need to expand the knowledge of public relations for community development practiced in other parts of the world. It also has emphasized the need to link economic, political, social, and cultural context with the public relations theory and practice so that we can understand the native’s point of view when we observe and practice it globally. Through the Buddhist public relations process, good economic and financial

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
31
powerful networking or political influence to relationship and community building,
building goodwill of all key publics, complete transparency, and management
accountability. In addition, Buddhist public relations discipline can encourage big
change in the leadership and people management approach. In that extent, the new
leadership and people management has more to do with communication and
relationship building skills (e.g., building goodwill, fostering social knowledge,
establishing mutual benefit, and sustaining collaborative relationships) than the
political connection.
More enlightened public relations scholars are becoming aware of the need to
change their organizations into a new form to best serve Thai citizens. They begin to
recognize that the development process is a two-way street. The recognition of both
economic motivation and moral integrity is a step towards the humility and the
willingness to learn from the full concreteness of actual human beings. The shift of
values from self-interest and competition to cooperation and social justice, from
material acquisition to inner growth would be prime importance in creating a new
world order. Through this changing process, public relations scholars and
professionals have inevitably played a key role in community and national
development.
Exploring Buddhist public relations as a process which Thai values are
reconstructed provides an alternative perspective that chronicles the need to expand
the knowledge of public relations for community development practiced in other parts
of the world. It also has emphasized the need to link economic, political, social, and
cultural context with the public relations theory and practice so that we can
understand the native’s point of view when we observe and practice it globally.
Through the Buddhist public relations process, good economic and financial


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