Crisis Management and Crisis Communication in Thai Promoter for Korean Artists

Abstract

This research has 2 objectives; 1) To study crisis management and crisis communication in Thai promoter for Korean artists and 2) To analyze crisis management and crisis communication in Thai promoter for Korean artists. The research applies the qualitative method to collect data using textual analysis and in-depth interview.

The findings are; 1) The management and communication process during crisis management of the Korean artists' promoters can be divided into 3 periods. 1.1 Pre-crisis period - the promoters prevent any possible crisis that could happen based on past experiences. The insufficiency of customers' information can be one of the causes of a crisis, as well as when the promoters miss providing full details or fail to follow their own announcement. Social media is the main platform Korean artists' promoters use to communicate with their target audiences. 1.2 Crisis period - promoters are able to spot the warning signs of a crisis from abnormal movements on social media and try to solve them with 2 commonly used strategies; refuse or repentance, which requires 2 elements of communication including the messenger and the message. 1.3 Post-crisis period - most of the protomers neither record the incident nor come up with activity to revitalize the relationship with the target audience. 2) Factors to success in handling and communicating during the crisis of Korean artists' promoters are the availability of targeted information and relationships with the relevant influencers to act as another effective communication channel.