Main Article Content
This research article "Government’s Public Relations and communication strategy in crisis flood 2554" aims to study the role of public relations and communication strategy of the government during the flood 2554 in Thailand. Based on the documentary of qualitative research methodology, all data collected from news of two publishers which are Thairath online and Manager online, Article Transcription from “Yingluck’s government meets people” radio program, Strategic National Action Plan (SNAP) on Disaster Risk Reduction 2010 – 2019 and the minutes of the Executive Support Center Director and hurricane flood and mudslides committee and The Flood Relief Operations Center (FROC) daily meeting. The study examined the period of “Crisis stage” therefore all documents have been analyzed from October 2554 to January 2555.
The study has shown that government did not established a crisis communication plan which cost a loss of more than it should be due. Slow response to the crisis than it should. The government has set up a temporary committee instead of the Diaster department to be the communication center or WAR ROOM after flood crisis hazarded two months later which reflects the carrier is not good. During crisis stage, Sender or Prime ministers expressed concern or sincerity is not communicated as a good leader with credibility. In terms message, people do not get the facts or useful information from the public sector therefore people need to seek information from other sources instead. In terms of communication receiver, the government lacks of communication and public relations with both of internal and external stakeholders. They did not realize the difference group of people that makes many people lack access to any particular group of people who had difficulty accessing the media. For communication channel, the study is founded that government lacks of efficiency channels which were able to provide accuracy data to be useful for people preparing emergency happens. In terms of substance message provided, mostly of the government message aims to public relations as a government policy and strategies plan to help people but lack the necessary information to the people living in the affected areas and people in risk area for preparing themselves.
For communication strategies, this study emphasized on 3 conflict issues during the crisis stage. Government used strategy of denial and excuse strategic claim in all 3 issues as follows; Survival Corruption Issue, Big Bag break down or public property destroy by people Issue and Conflict between Prime Minister and Bangkok Governor on Watergate opening Issue. Due to the nature of the crisis is a controllable crisis, the government must show responsibility. So people want to see more of responsible better than the justification defense. Whether the blame to lower-level officials, to blame the victims or the public. In conclusion, Government’s public relations and communication strategy in Flood crisis respond effect to prime minister and government credibility, trust and reliance decreasingly.