การประชาสัมพันธ์ในภาวะวิกฤตขององค์กรธุรกิจ ด้านการบริการในประเทศไทย

Abstract

The objectives of this study were to investigate the strategies, process of plans and implementation of public relations in crisis situation for service business in Thailand and to explore the selected application of public relations in crisis situation for service business in Thailand. This study was conducted by using qualitative research design through in-depth interviews. The results could be summarized as follows: Service business used the crisis management strategies and public relations prepared in advance and the methods to tackle the crisis were used as lessons to prevent the recurrent crisis along with the readiness to restore the image and reputation of the organization after the crisis. They also used communication strategies to be directly and quickly accessed by the target group including the presence of communication with employees in the organization and rapid and accurate information is sent to the media for ownership of the news and control of the news, which could cause the reduction of crisis severity level along with using strategies to ignore some situations that are minor because the more the organization responds, the more sever the matter can be. For process of the plans and implementation of public relations in crisis situation, service business are constantly preparing teams for critical crisis management and crisis communication training as well as monitoring situations and analyzing situations by analyzing causes and probability, checking the impact, identifying the target audience, surveying the attitudes of target groups as well as finding solutions, defining the coordinator in each relevant agency and team. At the same time, the person who will provide the information or public relation would be identified, which usually would be the organization administrator and there was media training to prepare the executive to properly handle the situation.
For public relations in crisis situation, service business selected and implemented corporate media or existing media used in crisis situation including social media such as personal Facebook of executive and corporate staff,Instagram, Line, as well as and corporate executives or those responsible for crisis and information including corporate employees. Additionally, there were also public relations through mass media: television, radio,newspapers, print, and online in a specific manner and public relations by holding a press conference.