การสื่อสาร การสื่อสารกับสื่อมวลชนต่างประเทศ กรมสารนิเทศ กระทรวงการต่างประเทศในภาวะวิกฤต โควิด-19

Abstract

The aim of this paper is to analyze the obstacles to effective crisis communication with foreign media based in Thailand. Specifically, to identify the fastest channel to provide information for the foreign media in the time of the COVID-19 pandemic.
The data used in this survey comes from interviews with 20 foreign media representatives based in Thailand and 4 MMOS officers who routinely interact with the media in the issuance of foreign media visas and includes my own experience with the MMOS team.
The most obvious conclusion from the study is that there is far too much ambiguity in the communications process. A plethora of social media channels, email, etc. but no go-to source to use in times of emergency—a single channel where all the relevant information is readily available in an easily digestible format. The interviews suggest the preferred though not necessarily best platforms are, in order, LINE, Facebook, Twitter, email or mobile telephone text. Other methods suggested by journalists include press releases, television, what’s app, facebook messenger and other mobile apps. This is part of the problem—too many people prefer too many different platforms. Second, the information should be simply presented and unvarnished. No spin, no embellishment of details, just simple facts that can be easily processed and easily acted on. In almost every case having a relevant public health official in a position of authority helps provide credibility to the dissemination of any COVID-related news (professionals). Adhering to this principle will give the words far greater weight with the foreign media than any statement from a political hack would. This will engender trust between MOFA and the foreign media and ensure that future crisis communication will be both more timely and more effective. Ensuring that the information provided cannot be tampered with in the process of dissemination is also vital. One hack could destroy trust in the process that would not be easy to rebuild, making proper cybersecurity vital.