Abstract

This study was aimed to evaluate a strategic communication model for school principals under the Office of Basic Education Commission in Thailand. A purposive sampling technique was employed to select 10 participants consisting of five experts and five practitioners. The 10 participants evaluated the strategic communication model in terms of its propriety, feasibility, and utility, hence providing guidelines for educational administrators while they are applying this Strategic Communication Model. Firstly, educational administrators determine communication objectives by asking and listening to involved individuals without infringing the Personal Data Protection Act. Secondly, educational administrators and teachers scan the environment in terms of its strengths, weaknesses, opportunities, and threats. Thirdly, educational administrators and teachers create a method of communication by considering their target group and the suitability of time. Fourthly, educational administrators and teachers design messages which are clear, easy to understand, attractive, and interesting. Fifthly, educational administrators and teachers select both online and onsite communication channels that are consistent with the messages to match the target group. Finally, educational administrators evaluate communication before, during, and after communication. The end research outcome is a strategic communication model for educational administrators comprising six components and 20 indicators. The six components of the Strategic Communication Model are clarity of message, channel effectiveness, engagement, credibility and trust, measurement and evaluation, and strategic alignment.

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