Crisis Communication Strategy for the water is not running of Provincial Waterworks Authority, Region 4

Abstract

The purposes of this research were 1) examine the crisis management process for water supply disruptions, 2) explore the crisis communication strategies used, and 3) develop a crisis communication management model for PWA Region 4. The study utilized documentary analysis of 32 posts from the official Facebook fan page of the Surat Thani branch of PWA Region 4, covering the pre-crisis, crisis, and post-crisis phases. Additionally, in-depth interviews were conducted with 12 key informants, including public relations practitioners, local residents, and crisis communication experts.

The findings show that in the pre-crisis phase, PWA Region 4 implemented systematic planning and advanced communication using standardized messages that included specific dates, times, affected areas, and water storage recommendations. During the crisis phase, the organization prioritized urgent, accurate communication, primarily utilizing social media, particularly Facebook, as the main channel for disseminating information and responding to public inquiries. In the post-crisis phase, the organization promptly communicated the resolution of the situation and conducted internal reviews, including revisions to their business continuity plan. However, the analysis of in-depth interviews revealed that post-crisis communication lessons were mainly discussed internally and not systematically shared with the public. Furthermore, the content analysis and interview results suggest a need for a more transparent and structured communication process post-crisis. This would enhance public trust and ensure continuous improvement. This study proposes a crisis communication management model based on these findings, which can serve as a practical guide for improving communication strategies in future crises.