Public RelationSHIFT — Mapping Thai PR in the Digital Age
Public RelationSHIFT — วิจัยภูมิทัศน์ PR ไทยในยุคดิจิทัล
Challenge
The Thai PR industry has moved quickly to digital tools, but lacked baseline data reflecting practitioners' real experience and had little uptake of international frameworks such as AMEC and PESO — so strategy and measurement kept circling old habits
Our approach
The Center, with Assoc. Prof. Dr. Smith as principal investigator, designed the study with Moonshot Digital around eight objectives: a survey of 222 PR professionals across government, the private sector, civil society, and agencies, alongside in-depth interviews with industry leaders, journalists, creators, and academics
Impact
The study found that 97.5% of Thai PR practitioners already use AI, yet 77.4% still measure results with traditional advertising value equivalencies (AVEs). It proposes the AKISS model and 15 recommendations for five groups across the industry, published as a digital report by Moonshot Digital
222 people
PR professionals surveyed
15 items
Recommendations for five industry groups
Thailand's first study of digital-first PR practice, conducted with Moonshot Digital — a survey of 222 practitioners leading to 15 recommendations for the industry
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