CRISIS COMMUNICATION FOR PEOPLE TO RECEIVE VACCINATION SERVICES AGAINST COVID-19 OF BANGKOK

Abstract

This research aimed to 1) Explore the knowledge, attitudes, and behaviors of individuals receiving COVID-19 vaccinations, 2) Study the persuasion process during a crisis, and 3) Propose strategies for improving crisis communication. It employed a mixed-methods approach. The quantitative part involved 271 participants aged 18 and above, with data collected via questionnaires. The qualitative part involved 13 purposively selected key informants, including administrators, healthcare professionals, and communication scholars, using structured in-depth interviews. The findings revealed that: 1) Most participants received information primarily from the internet and preferred announcements through televised press conferences and social media. Knowledge was at a moderate level (92.80%), attitudes were at a moderate level (91.99%), and vaccination behavior was at a moderate level (87.45%). 2) The persuasion process during the crisis involved presenting both positive and negative news, drawing attention through interpersonal, mass, and online media, building understanding with vaccine-related content, verifying acceptance through credible figures, providing emotional support through trusted doctors, and promoting behavioral change by interviewing vaccine recipients to inspire others to get vaccinated. 3) Recommendations for enhancing crisis communication include forming expert communication teams, selecting experienced and credible messengers, establishing a call center for complaints, clearly defining team roles through formal appointments, using simple and clear statements, tailoring presentation formats for different age groups, and conducting analysis to prepare for future crises.