The objective of this research was to study the communication patterns of leaders of the Sukhothai Provincial Administrative Organization in a crisis situation in terms of (1) forms of communication; (2) content; and (3) the relationships between forms of communication, local residents’ awareness and their satisfaction with the communication. This was a mixed methods research. For the qualitative part, in-depth interviews were held with 4 key informants, chosen through purposive sampling, and data were analyzed by descriptive analysis. For the qualitative part, a survey was done by giving questionnaires to a sample population of 400, chosen through simple random sampling. Data were analyzed by descriptive statistics and Pearson’s correlated coefficient. The results were as follows: 1) As for communication patterns used by leaders of the Sukhothai Provincial Administrative Organization in times of crisis, (a) they reported on the results of their problem-solving efforts; (b) they used every type of formal and informal media. (c) they controlled the news to make it unified. 2) As for communication content, it consisted of (a) the natural disaster situation; (b) assistance for disaster victims; (c) channels for requesting assistance; and (d) ad hoc problem-solving methods. 3) The following relationships were found: the form of communication using sub-district leaders and village headmen was related to citizens’ awareness more than other forms of communication.
Hareuthai Panyarvuttrakul, Communication Arts Faculty Bangkokthonburi University, Thailand
Wasin Panyarvuttrakul, Naresuan University, Thailand
Rasika Angkura, Sukhothai Open University, Thailand
Stream: Political Communication and Satire
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