Khon Kaen University (KKU) is advancing its public relations capabilities by training its communications network on integrating Sustainable Development Goals (SDGs) into news content and enhancing dissemination systems, aiming to elevate the university’s outreach to an international standard.
On Friday, May 30, 2025, the university’s Legal and Corporate Communications Division, in collaboration with the Enterprise and Sustainable Society Division, hosted a workshop titled “Integrating SDGs in Public Relations News Production and Improving News Dissemination Systems.” The event, held at the Division of Student Development and Alumni Relations, was attended by over 60 public relations personnel from various faculties and departments within KKU.
Mrs. Natsamol Tanakulrungsarit, Vice President for Legal and Communications, stated that the workshop marked a significant step in developing KKU’s PR network. The goal is to build capacity for strategic news writing that aligns with the university’s revamped communication objectives, which include bilingual messaging. She emphasized the importance of PR staff understanding their role in conveying the university’s strategies and SDG targets, and leveraging AI technology to produce comprehensive, complete, and modern news content. “This training is expected to equip participants from all KKU departments with new knowledge and techniques to enhance their work and contribute to the university’s future communication advancement,” she said.
Prof. Thidarut Boonmars, D.V.M., Ph.D., Vice President for Enterprise and Societal Sustainability, described KKU’s PR network as the “frontline” for reflecting communication strategies that address all SDG targets. She stressed the importance of a clear understanding of the SDGs’ core concept of “sustainability,” which would enable PR staff to identify compelling news angles. “Though individual news items may seem small, they are genuinely linked to the SDGs. The news writing techniques from this workshop will enable our PR network to present content that fully meets both the university’s communication strategy and SDG requirements,” Prof. Dr. Thidarat explained.
Dr. Pawana Kittiwimonchai, Director of the Education Quality Development Division, shared insights on strategic news writing tailored to meet the criteria for the Times Higher Education (THE) Impact Rankings, which assess universities’ contributions to SDGs. This includes using powerful visuals, clear and purposeful content that conveys sustainability, and public dissemination through official websites linked to KKU’s vision of becoming a “World-Leading Research and Development University.”
Mr. Chumporn Para, Director of the Corporate Communications Division, detailed methods for disseminating bilingual news on the KKU website. He introduced AI tools from KKU IntelSphere designed to accurately and quickly classify university strategies and SDGs. He also highlighted an AI-powered Thai-to-English translation tool to facilitate faster and more effective bilingual news releases. “I hope everyone will drive the university’s mission through their work and we will move forward together,” he stated.
Following the intensive sessions, Mr. Sukthawee Klangtrakul, a public relations officer from the Faculty of Science, expressed his gratitude to the Legal and Corporate Communications Division and the Innovation and Enterprise Division for organizing the informative event. He noted that the workshop provided valuable techniques and a better understanding of KKU’s strategies and SDGs, which will help make the faculty’s communications clearer and more strategically aligned.
“I was very impressed with the AI English translation tool today. I will immediately apply the information and tools I’ve learned to my work and hope to attend future training sessions to stay updated on new information and technologies,” Mr. Sukthawee added.
