From 17 to 19 September 2026, the Communications Division of Khon Kaen University organised a seminar on planning and efficiency improvement for the 2027 fiscal year. The aim was to share the direction of the university’s corporate communication master plan and to review work processes so that they align with university strategies and deliver measurable results. Mr Chumporn Para, Director of the Communication Affairs Division, opened the seminar, which was attended by 20 staff members.
Mr Chumporn said that corporate communication must shift from ‘Communicating for Publishing’ to ‘Communicating for Impact’, with target audiences and clear objectives identified before any content is produced. In a talk entitled ‘From Plan to Action: Driving KKU Corporate Communication towards Measurable Results’, he also introduced the concept of Audience-Centric Communication.
Under the ‘5 Rights’ principle, communication work will target the Right Audience, Right Message, Right Channel, Right Timing, and Right Impact, ensuring that messages reach the right people through suitable channels at the right time. Performance measurement will also cover Output, Outtake, Outcome, and Impact. The aim is to judge communication not just by the number of news releases, posts, or events, but also by public awareness, understanding, trust, decision-making, and results that support the university’s strategies.
Staff also took part in a workshop to review the tasks and workflows of the Relationship Building Activities Section, the Media Production Section, the Radio Unit, and the Command Unit. They sorted existing tasks into those to keep, improve, reduce, or stop, so as to avoid duplicated work, and identified new tasks to start. They also discussed using data, technology, and monitoring systems to improve efficiency.
Each team presented ideas for improving their work by linking daily tasks to strategic goals and defining outputs, outcomes, and measurement methods. These suggestions will feed into action plans, key performance indicators (KPIs), and monitoring systems for the 2027 fiscal year.
The Media Production Section focused on building systematic foundations, with the goal of moving from an on-demand production unit to strategic media management. It plans to use a Media Database and work with faculties and departments to reduce overlapping work, supporting the ‘One University’ image.
Meanwhile, the Radio Unit set out its goal of becoming ‘Public Media for Wisdom’, aligned with its OKRs. It plans to combine radio with digital convergence, bringing different technologies and media onto a single digital platform so that each piece of content can be accessed on any device or channel. This will help the unit produce documentaries, share knowledge with all listener groups, improve people’s quality of life, and measure real behavioural change.
The seminar laid part of the groundwork for the Communications Affairs Division to become a Strategic Communication Centre that connects university strategy, faculties, experts, communication channels, and data analysis, ensuring that Khon Kaen University’s communication has a clear direction, reaches target groups, works efficiently, and delivers concrete results.
