Main Article Content
This research aims to study the strategic communication on public issues and the road map of restoration, conservation and sustainable mutual benefit utilization in Blue Swimming Crab Sustainability Project in Kung Krabaen Bay Royal Development Study Center. The research found that the strategic communication on public issues utilized networking strategy and integrated communication. The mission was to achieve engagement between government, business sector, commercial fisheries and local fisheries to create a common network covering. By analyzing the audience from the fishing area, it was found that the defining objectives aimed to involve the community in all projects to transfer knowledge to cover all areas. The core strategic communication was using messages that can lead to changes that point to sustainable mutual benefit utilization, visiting sites to create mutual agreement, providing demonstration as channels for communication, and allocating resources to specific equipment and personnel consultation. For the road map of restoration, conservation and sustainable mutual benefit utilization, the central agency or key informants used methods of raising awareness and responsibility to network leaders, members, in the community according to the 7-step fisheries management approach. Additionally, the Blue Swimming Crab Sustainability Project used communication network system to achieve sustainable benefit utilization.
2. Benjarongkij, Y. (2011). Planning and evaluation for strategic communication. Bangkok: Chulalongkorn University.
3. Eakpaitoon, S. (2011). Management of social entrepreneur in Thailand: Case study Crab bank, activity of Ban Koh Teab, Pakklong sub-district Pathew district Chumpton province. Master thesis, M.B.A., Thammasat University, Bangkok.
4. Jatusripitak, N. (2018). Cabinet extends 500 crab banks across the country, get Government Savings Bank arrange area Loan growth of 2.5 billion. Retrieved March 7, 2018, form https://www.posttoday.com/finance/news/543436
5. Nitiratsuwan, T. (2010). Attitude of blue swimming crab small-scale fisher for management of blue swimming crab resource in Trang province. Bangkok: The Thailand Research Fund (TRF).
6. Phuengsamran, P. and Wannaprapa, S. (2015). Communications process in sufficiency economy of the Innovation diffusion local wisdom, case study Kung Krabaen by royal development study center. Journal of Business, Economics and Communications, 10(2), 40-54.
7. Prachason, S. (2009). The development of food security indicators. Retrieved March 7, 2018, form https://www.nationalhealth.or.th/sites/default/files/upload_files/dmdocs/2_FS_index_report.pdf
8. Rice, R. E. and Atkin, C. K. (1989). Public communication campaigns. Thousand Oaks: Sage Publications.
9. Rittiruk, U. (2013). Fisheries resource management. Bangkok: Odeon Store.
10. Smith, R. D. (2002). Strategic planning for public relations. New Jersey: Lawrence Erlbaum Associates.
11. Songrak, A. (2005). Process modeling and tools for marine and coastal resources management in Trang province to sustainability. Bangkok: The Thailand Research Fund (TRF).
12. Sotanasathien, S. (2016). Theory of communication. Bangkok: Rabiangthong.
13. Sotwitee, S., Phuengsamran, P. and Tantikulvara, R. (2018). A case study of communication situation to define the road map for restoration, conservation and enhancing food stability and sustainability in blue swimming crap sustainability project in Kung Krabaen Bay Royal development study center. NRRU Community Research Journal, 12(special), 127-141.