BUILDING COMMUNITY COMMUNICATORS FOR ORGANIZATIONAL COMMUNICATION OF THUNG SONG TOWN MUNICIPALITY

This research aims to study 1) The conceptual framework for developing community
communicators, 2) The process of developing community communicators, and 3) The operational
practices of community communicators. This study employs a mixed-methods approach.
The qualitative component involves in-depth interviews with 24 individuals, including administrators,practitioners, academics, and community communicators. The research instrument for this part is a structured in-depth interview guide. Data are analyzed by drawing the conclusion. The quantitative component involves a survey using a questionnaire as the research instrument. A sample of 133 community members from a municipal area was selected. Data analysis includes frequency distribution, percentages, means, and standard deviations. The findings reveal that the conceptual framework for developing community communicators includes the promotion of a sense of ownership in local development, and the encouragement of active participation in public communication. Community communicators are expected to possess knowledge, communication skills, a sense of civic responsibility, and the courage to think and act for the sake of development. The development process of community communicators consists of defining qualifications, recruiting individuals with a passion for public service, training in communication theory and practice, motivating participation for the public good, assigning responsibilities through municipal authorities, and enhancing motivation through performance competitions and public recognition. Operational practices emphasize the prompt reception and dissemination of information, verification of data accuracy, production of content aligned with objectives, dissemination of information to target groups, resolution of communication-related conflicts, reception and forwarding of complaints to the municipality, clarification of information to the community, and reporting of results through meetings and group chats (e.g., Line). Additionally, community communicators are encouraged to engage in self-reflective learning to support their personal development.