The Royal Thai Army’s Crisis Communication Strategies: A Case Study of the Utilization of Press Releases Published during Crises

Abstract

   This research aims to examine the structure of Royal Thai Army press releases published during crisis situations and the linguistic strategies they employ for image restoration. The research adopts a qualitative research methodology in its analysis of 47 press releases issued by the Public Relations Center, Office of the Secretary, Royal Thai Army, between 1 October 2021 and 30 September 2023. The findings reveal seven structural patterns of press releases. The most prevalent pattern, accounting for 44.68 percent, consists of a headline followed by two content sections and a conclusion. This structure is predominantly used to clarify personnel conduct and rectify public misunderstandings. Regarding linguistic strategies for image restoration, five primary strategies were identified: mortification reduction (39 percent), corrective action (36 percent), denial (14 percent), evasion of responsibility (9.33 percent), and apology (1.67 percent). The Royal Thai Army primarily employs positive strategies to foster understanding and demonstrate a willingness to implement improvements reflecting a balanced approach to crisis communication that reconciles organizational image preservation with social accountability.