Strategic Public Relations for Thai Higher Education Institutions in the VUCA Era
Keywords:
Higher Education Public Relations, VUCA, Strategic Adaptation, StakeholdersAbstract
This academic article examines how volatility, uncertainty, complexity, and ambiguity (VUCA) affect public relations in Thai higher education. Drawing on recent policy documents and reports, it proposes a five-stage adaptive communication framework: listen and verify, map stakeholders, co-design messages and channels, communicate with crisis readiness, and evaluate and revise. The framework links data and artificial intelligence with governance, privacy, and equitable access. Illustrative applications to student recruitment and complaint response show how institutions can use it in practice. The article argues that adaptive capacity depends on listening, verifiable evidence, and learning from outcomes rather than message volume. The proposed framework requires empirical testing across institutions with different contexts.
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