Vision

A support unit for university communication and public relations with internationally recognized standards.

Policy

- **P1:** Accelerate the university's image-building to be accessible, modern, and comparable to leading universities, focusing on proactive communication and public relations.
- **P2:** Engage in proactive and reactive communication to support and drive the university's strategic plans and development.
- **P3:** Enhance public relations capabilities.
- **P4:** Empower university personnel to become public relations practitioners and play an active role in public relations efforts.

Objectives

- **O1:** Disseminate accurate and continuous information about the university's operations to the community.
- **O2:** Create a positive attitude and build confidence in the university.
- **O3:** Gain acceptance and participation from networks and target groups in supporting the university’s strategies and development plans.
- **O4:** Establish a public relations information database for the university.
- **O5:** Increase the capacity of personnel responsible for public relations.
- **O6:** Continuously and systematically evaluate the effectiveness of communication and public relations.
- **O7:** Develop communication and public relations skills for university staff to play a role as organizational public relations practitioners.

Measures/Strategies

- **S1:** Develop key messages and appropriate presentation methods for target audiences.
- **S2:** Communicate operational messages in alignment with both internal and external target audiences.
- **S3:** Promote a unified university image based on consistent values and culture.
- **S4:** Communicate externally through networks to expand the impact and create a positive perception and trust in the university.
- **S8:** Create a system for the university’s public relations information database.
- **S9:** Manage university information to be accurate, complete, and up-to-date.
- **S10:** Develop professional skills in using communication databases and public relations techniques.
- **S11:** Continuously manage and evaluate at both strategic and operational levels, using reports to improve the efficiency of university public relations.
- **S12:** Communicate shared values and organizational culture to university personnel, enhancing their role as public relations practitioners.
- **S13:** Develop comprehensive communication and public relations skills for university staff to act as Brand Ambassadors.