Faculty of Communication Arts, Chulalongkorn University Collaborated with UMY Indonesia to Strengthen PR Academic and Professional Expertise in ASEAN
The Department of Public Relations, Faculty of Communication Arts, Chulalongkorn University, Thailand, successfully partnered with Universitas Muhammadiyah Yogyakarta (UMY), Indonesia, to conduct a collaborative public relations workshop. This initiative aimed to enhance academic and professional public relations expertise and communication technology across ASEAN and took place from August 26-29, 2024, at the Faculty of Communication Arts, Chulalongkorn University.
On August 26, 2024, Professor Parichart Sthapitanonda, Ph.D., Acting Vice President of Chulalongkorn University for Academic and Social Engagement, along with Assistant Professor Teerada Chongkolrattanaporn, Ph.D., Head of the Department of Public Relations, Faculty of Communication Arts, Chulalongkorn University, and over 70 participants from the Faculty of Communication Arts and Universitas Muhammadiyah Yogyakarta (UMY), attended the opening ceremony of the workshop at Dr. Thiam Chokwattana Conference Room, 3rd Floor, Faculty of Communication Arts. The collaboration aimed to strengthen academic and professional skills in public relations and communication technology in the ASEAN region through practical training and site visits to public and private sector PR organizations during the workshop.
The workshop featured a series of activities designed to enhance integrated public relations skills and knowledge. The program began with lectures and practical workshops on “Using Artificial Intelligence (AI) in Strategic PR Planning,” led by Associate Professor Smith Boonchutima, Ph.D., a lecturer of the Department of Public Relations at Chulalongkorn University, and Head of the Center for Communication Innovation for Quality of Life and Sustainability. The workshop also included a special lecture on “Chulalongkorn International Brand Communication,” delivered by Assistant Professor Ake Pattaratanakun, Ph.D., Head of the Marketing Department, Faculty of Commerce and Accountancy, Chulalongkorn University. Students from both universities were tasked with a joint workshop project to develop PR strategies integrating AI tools, with guidance and feedback provided by faculty members and public relations experts from the Center for Corporate Communication, Chulalongkorn University.
In addition to the practical workshops, participants gained insights into PR practices in the communication industry and the efficient use of resources to support communication. This included visits to the Office of Academic Resources at Chulalongkorn University, focusing on educational resource management, and offsite visits to the Philatelic Museum and Library at Samsen Nai and Ogilvy Public Relations Worldwide Limited to learn about digital PR and case studies from the private sector. The visits were hosted by executives and alumni from the Department of Public Relations, Faculty of Communication Arts, who provided professional and engaging insights.
The Department of Public Relations at the Faculty of Communication Arts has consistently organized collaborative projects with leading universities across ASEAN and the Asia-Pacific region. As a leading communication education institution in Thailand, the department remains committed to producing PR professionals who excel in both practical skills and communication ethics. The department also continues to emphasize research and communication innovation, aiming to enhance public relations expertise at both national and international levels.
