CRISIS COMMUNICATION MANAGEMENT: THE CASE OF SISAKET RAJAPHAT UNIVERSITY FROM THE IMPACT OF THE CORONA VIRUS COVID-19 EPIDEMIC

Abstract

The coronavirus disease 2019 (COVID-2019) clearly reflected changes in conventional education system (ECS). That was, it transformed to alternatives and related changes to which organizations must adapt themselves to live an ordinary new normal. Regarding the overall situation, the concept of crisis management was essential for developing strategies or techniques that was able to prevent and ameliorate possible immediate effects. The concept of crisis management was composed of three stages: pre-crisis, crisis-event and post-crisis. Organizations, if ready, were able to identify problems early so that they could effectively handle difficulties and reduce losses which organizations might encounter. What was more, crisis communication was also a fundamental idea as it was the process which reduced gaps of information received and ambiguities, including foster mutual understanding during the crisis. During the pandemic of COVID-19, Sisaket Rajabhat University adopted varieties of communication forms in accordance with current and real-time situations. Making use of various communication forms indeed had both advantages and drawbacks. Once the crisis happened to come around, the proper application of crisis management most suited the situation helped organizations damage as less as possible.