The Crisis Communication of Digital Television Channels with Administrative Penalties after Releasing News Reports of the Gunman Taking Hostages in Nakhon Ratchasima Province

Abstract

This research is qualitative research aiming to study the crisis communication via online communication and to study the crisis communication management of digital television channels with administrative penalties after releasing news reports of the gunman taking hostages in Nakhon Ratchasima Province. Documentary research was conducted to collect online messages created by three channels including ONE 31, Thairath TV Channel 32 and Amarin TV HD Channel 34 after the declaration of punishment. Another method was in-depth interview of 7 people including channel executive members, communication responsible persons and crisis management experts. It was found in the research that there was only one digital TV station, that apologized (excuse strategy) via Facebook fan page for the crisis communication management. Besides, the in-depth interview revealed that another one digital TV station conducted crisis communication via their own TV channel.  All three digital TV stations held similar perspectives believing that receiving the fine from the NBTC was not an organization crisis. Thus, they managed this with news team who handle the crisis with no implementing plans or crisis management manual. Once they perceive the crisis from the public criticism including receiving advice from the NBTC, the digital television channels have adjusted the format of the news department by reducing the tone of news reporting while the experts believe that crisis management should be carried out by corporate communications team because they will have expertise in image communication and crisis management.