Abstract The objective of this action research project was to study the effect of employing service learning procedures in the subject Communication in Rural Development. The target group comprised 40 third-year students, majoring in Communication Arts (regular curriculum), who were purposively sampled from those signing up for 3013205 Communication in Rural Development subject in the second semester of the 2012 academic year at the Faculty of Science Management, Phranakhon Rajabhat University. The statistics used in this research were descriptive statistics; frequency, percentage, mean, and standard deviation. The inferential statistic used to test the hypothesis was One-Sample t-test. Group discussions were conducted to study the effect of employing service learning procedures. The learning achievement was higher than 60 percent. The students had positive attitudes and could apply communication tools in real situations. The students were very satisfied with the service learning technique.