Mitigating Crisis by an Effective Communication Approach: A Case Study of Thailand’s 2011 Great Flood

Abstract

Though the amount of damage incurred each year varies, flooding is a recurrent natural disaster that causes extreme damage in Thailand. However, despite this frequency of flood hazard, the corresponding capacity of related organizations to manage the situation seems to be inadequate from many perspectives. The ability to communicate to the public necessary information about the impending hazard is clearly one skill which calls for urgent improvement. As well, organizational recognition that effective crisis communication is a key factor in the mitigation of damage caused by the crisis is absolutely imperative. This case study of Thailand’s 2011 great flood crisis will facilitate student learning about flood (disaster) management policy decision making in order that the best measures for effective crisis situation management might be discerned. The study focuses on the necessity to properly merge crisis communication into the overall structure of disaster management. Besides, using this focus will enhance student awareness of the advantage of timely crisis communication preparation, as well as the adverse effects of an unskilled crisis communication approach.