The process of communication in airline business's management of crisis in social media
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2018
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2561
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eng
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349 leaves
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b205837
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ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
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National Institute of Development Administration. Library and Information Center
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Citation
Kanyakorn Narapattaveebhorn (2018). The process of communication in airline business's management of crisis in social media. Retrieved from: https://repository.nida.ac.th/handle/662723737/6473.
Title
The process of communication in airline business's management of crisis in social media
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Abstract
The objectives of this research include studying 1) the roles of leaders during a
crisis, 2) crisis management of airlines prior to a crisis, during the crisis, and after the
crisis, 3) the strategies used in crisis communication management of airlines, and 4)
the crisis communication management process of social media by airlines. This is a
mixed-methods research combining both quantitative and qualitative methods. The
study consisted of four parts. Part one focused on the PR value of the airlines during
2010-2014. Part two consisted of in-depth interviews with airlines’ executives and
staff, including the crisis communication management experts in social media. Part
three analyzed the content on airline complaint posts from the web board on Pantip
website between 2010-2014. Finally, part four created a model of the communication
process for airline business’ management of crisis in social media.
The results of part one showed that the top 3 highest numbers of airline PR
releases were from Thai Airways, AirAsia, and Bangkok Airways. The in-depth
interviews in part 2 shows that role of leaders in crisis in airline business’
management of crisis in social media consist of role in giving suggestion to other
departments about crises, role in creating communication connection, role in
determining crisis communication management policy, role in budgeting, role in
controlling or evaluating the operation and role in utilizing digital transformation to
the operation and organization. Besides, in part two illustrated the crisis
communication management activities of airlines in different time periods. Before the crisis to prepare a crisis plan, train employee, form a committee, and practice safety
drills. During the crisis where actions consisted of using crisis analysis and
management, data collecting, forming a PR operation center, arranging meetings to
give updates, scheduling targeted audiences, choosing content designs and
communication tools, providing any updates to medias, and controlling news sources.
Finally, after the crisis is over, the procedures consisted of crisis summary, healing the
situation, and crisis management evaluation. Moreover, the results of the study were
divided into 3 stages including strategies that were used during the pre-crisis, which
were creating the connection, preparing for the crisis, and providing knowledge to the
public from not panic during the crisis. The strategies used during the crisis event
were excuse, correctiveness, plan stimulation, target group outreach, close media
monitoring, and dividing individually responsibility and working as a team. The
strategies used at the post crisis were recovery, finding opportunities, learning lessons
and adapting for the next crisis, rebuilding trust, and reimaging.
Part three showed that the communication process of the airlines in response to
customer complaints on the web board on the Pantip website. This process included
identifying the sender, which was executives or staff of the airlines, creating the
message, which was an apology and clarification, understanding the channel, which is
online medias and offline medias, and finally, the receiver, which is the original
poster and social media followers. Part four showed that the model consisted of three
parts leadership roles, management and crisis strategies, the communication process
which include the sender, message, channel and receivers by communicating back and
forward between them and caused the feedback. Part four also identified important
factors in communication which were point of view controlling online media, spread
crisis control, and time and data accuracy control.
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Description
Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2018
