COMMUNICATION OF COVID-19 PANDEMIC SITUATION BY LOCAL ADMINISTRATIVE ORGANIZATIONS IN SURAT THANI PROVINCE

Abstract

This research article aims to study 1. the patterns and methods of communication regarding the coronavirus pandemic, and 2. the approaches for developing communication during the coronavirus pandemic by local administrative organizations in Surat Thani Province. This is a qualitative study focusing on the communication media of the Surat Thani Provincial Administrative Organization, including print media (journals), online social media (website, Facebook, YouTube), as well as in-depth interviews with three local administrative officials responsible for communication and five representatives from the business sector/general public.

The findings reveal that: 1. The communication patterns and methods of the Surat Thani Provincial Administrative Organization during the coronavirus pandemic involved the use of electronic print media, such as online journals, to disseminate information, activities, and achievements; foster understanding and cooperation; promote public participation; and provide useful and diverse content. Additionally, social media channels including the website, Facebook, and YouTube were employed for information dissemination, publicity, support, and promotion. 2. The results from in-depth interviews indicate that communication was intended to be carried out both internally and externally to inform, help the public understand, and support decision-making and action. Communication planning was conducted systematically data were collected, managed, processed, disseminated, and updated regularly. Both one-way and two-way communication approaches were employed through technology and mixed media. Communication strategies during the COVID-19 pandemic were designed with clear objectives, accurate target group selection, appropriate and diverse communication channels, opportunities for public feedback, and mechanisms for monitoring and improving communication. The new body of knowledge derived from this study highlights that effective information management requires systematic planning. Communication during the coronavirus pandemic should be proactive and continuous. The use of technology plays a vital role in managing modern information, while public participation enhances the effectiveness of information management. Moreover, inter-agency collaboration is an essential supporting factor.