This study aims to examine the effectiveness of student participation in organizational public relations activities in enhancing the institutional image of Mahidol University International College (MUIC). A mixed-methods approach was employed, combining quantitative data from surveys distributed to students involved in PR activities and external audiences, and qualitative data from in-depth interviews with staff members of the Corporate Communication Unit and student representatives. The findings revealed that student participation in PR initiatives—such as serving as brand ambassadors, assisting in promotional events, and creating online content—significantly contributes to strengthening MUIC’s credibility, friendliness, and positive image among the public. Moreover, participation in such activities enhances students’ communication skills and institutional pride. The study’s outcomes provide valuable insights for improving student engagement strategies in organizational public relations to achieve greater communication effectiveness and institutional reputation.

Authors:
Ketvaree Phatanakaew, Mahidol University International College, Thailand

About the Presenter(s)
Ketvaree Phatanakaew, Head of PR at MUIC. I lead student recruitment, PR, and marketing, and enjoy challenging travel and meeting new people.

Connect on Linkedin
https://www.linkedin.com/in/ketvaree-phatanakaew-025b8540/

See this presentation on the full schedule – Tuesday Schedule

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