The University of Phayao's Office of Corporate Communication organized the "Celebrating the 16th Anniversary of the University of Phayao: UPCC & UP Influencer" project on November 27-28, 2024. The main objective of this event was to improve the digital communication skills of university communicators. The project was led by Associate Professor Direk Teeraputon, Ph.D.The Vice President for University Communications welcomed over 90 participants to the workshop, which included communication officers from different university units and selected UP Influencers. The event was held at the Activity Hall in the Chalermphrakiat Building at the University of Phayao Hospital.
The program focused on developing knowledge and practical skills in modern communication, including online content writing, digital storytelling, vertical video production (TikTok/Reels), and the use of Artificial Intelligence (AI) in corporate communication. The speakers were experts from various media industries, such as Mr. Pongpat Korsirisiripong (known as Teacher Saddam) from TikTok's "ชัดดัม โคตรคิ้ว,"Mr. Warawut Wonglakorn, Creative Director of "Wan Mai Variety" at Thai PBS, and Mr. Apichart Promthet, a lecturer from the School of Business Administration and Communication Arts at the University of Phayao.
Throughout the two-day program, participants gained hands-on experience in producing concise, platform-driven and audience-focused content. They also learned how to develop creative ideas, edit mobile video, and use AI to support communication tasks such as news writing, audience analysis, and multimedia production.
During the conference, a crucial session titled "Modern News Writing: Understanding Audiences in the Digital Age" offered valuable insights on how to effectively engage with online audiences through concise and credible storytelling. The session emphasized the importance of adapting to current media trends and utilizing various platforms to reach a wider audience. By implementing these strategies, communication networks can effectively present news to a larger and more diverse audience.
The workshop also included practical content creation, which ranged from developing content line-ups and producing vertical videos to presenting final works. This allowed participants to immediately apply the skills they had learned within their respective units.
This initiative marks an important step in enhancing the capacity of public relations networks and UP Influencers, equipping the University of Phayao community with advanced digital communication skills and empowering them to create impactful content that continuously reflects the university’s identity, achievements, and engagement with contemporary audiences.