Innovative Public Media Communication Model: Leveraging Knowledge-Based Storytelling for Sustainable Organizational Image Building

Abstract

This study aimed to develop an innovative public media communication model for effectively disseminating research knowledge, and academic service contributions of the Faculty of Engineering, Khon Kaen University, to the wider public. The model was designed based on the concept of Knowledge-Based Storytelling, which served as a strategic communication framework for transforming complex academic and technical knowledge into accessible, engaging, and socially relevant narratives. This approach was intended to enhance public awareness, understanding, and recognition of the organization’s role as a socially responsible higher education institution committed to sustainable value creation. The innovation was developed as a Communication Process Innovation, structured into four systematic stages: (1) message and audience analysis, (2) content and presentation design, (3) media production and dissemination through public broadcasting networks, and (4) evaluation and continuous improvement. As part of this initiative, strategic collaboration was established with National Broadcasting Services of Thailand (NBT) Khon Kaen to produce and broadcast television programs under the program “Transforming Thailand”, featuring research achievements, engineering innovations, and academic service initiatives in documentary-style storytelling, interviews, and demonstration-based media formats designed for public accessibility. The findings revealed that the model generated significant positive public impact by expanding access to The findings revealed that the model generated significant positive public impact by expanding access to engineering knowledge, improving public understanding of engineering’s contribution to social development, strengthening creative media production and strategic communication skills among support personnel, and establishing sustainable partnerships with public media organizations without incurring additional broadcasting costs. Furthermore, the model demonstrated strong potential for scalability and adaptation across digital media production, online communication platforms, and academic public relations initiatives in educational institutions and public sector organizations. The study indicates that integrating Knowledge-Based Storytelling into public media communication serves as an effective mechanism for enhancing institutional image, creating social value, and advancing the sustainable mission of higher education institutions in the digital era.