Crisis Communication Strategies of Higher Education Institution in the Covid-19 Epidemic A Case Study of Dhurakij Pundit University

Abstract

This academic article focuses on the analysis of crisis communication strategies of Dhurakij Pundit University, which is at high risk during the 2019 coronavirus epidemic as it is the university with the most Chinese students in Thailand. An analysis based on the concept of crisis communication in 8 steps: 1) getting control of the situation, 2) gathering as much information as possible, 3) setting up a centralized crisis management center, 4) communicating early and often, 5) understanding the media’s mission in crisis, 6) communicating directly with affected constituents, 7) remembering that business must continue, and 8) making plans to avoid another crisis immediately. The study found that Dhurakij Pundit University has followed all 8 steps completely. There are three important strategies: speedy decision making under a complete database, use of single content through a single contributor, and using various communication channels to reach all target groups, bring success in crisis communication of this case study.