Break through the crisis of faith by Crisis communication

Abstract

Thailand in an era of high conflict of opinions combined with the emergence of social media in the world of communication resulted in existing many different polarities of opinion. In addition, the crisis that is changing the world, The COVID-19 outbreak, has resulted in a crisis of faith caused by 1. Unsystematic management or known as managerial weakness. 2. The crisis solving goal is not acheived 3. Time spent managing a crisis or problem is not timely. 4. Inefficient crisis communication . Based on the aforementioned causes, this article reviews the factors that contribute to ineffective crisis communication in Thailand that can not help mitigate crises and present a 10-step approach to overcome the crisis of faith. Crisis can be divided into 3 periods, namely, when there is a crisis, during a crisis and after a crisis. Begin with the establishment of a communication team in a crisis to analyze the situation from the occurence until the solution of the crisis is over. After that messenger designation ,determining the communication interval, receiver analysis, preparation the content to communicate in each period, including a form of communication and evaluation the efficiency and effectiveness of post-crisis communication will be done respectively. Information will be used in the preparation of the organization's crisis communication planning manual for managing the crisis.