Grey Zone Communication : Communication of Safe Abortion Services in Thailand

Abstract

The objectives of this research were to analyze the public relations communication strategies and formulate policy recommendations for communication improvement and service practices of the Unplanned Pregnancy Hotline (1663). The study employed qualitative research methods, specifically in-depth and group interviews, to gather comprehensive insights into the public relations communication strategies of the Unplanned Pregnancy Hotline (1663) regarding safe abortion services information and support, leading to policy recommendations for communication improvement of service practices. A total of 42 key informants participated, including hospital executives, medical providers who offer in-network abortion services, and personnel and volunteers affiliated with the Unplanned Pregnancy Hotline (1663). The study revealed that public relations strategies aimed at promoting awareness and facilitating access to safe abortion services involve two principal groups of messengers: 1) the Unplanned Pregnancy Hotline (1663) employed a multifaceted approach by disseminating information through various media channels and amplifying its reach via strategic partnerships with network affiliates. 2) government hospitals relied on referrals from network partners without using public relations media, whereas some private hospitals leveraged diverse media platforms and regularly updated content. The policy recommendation for the Unplanned Pregnancy Hotline (1663) is to enhance its service infrastructure to better accommodate the rising demand. Additionally, the hotline should integrate new communication channels and adopt modern strategies that align with recipients' media consumption behaviors and anticipated technological advancements for the expected improvement, effectiveness, and reach of the hotline communication practices.