People’s Opinion on Message Design in Crisis

Abstract

        The purpose of this study was to analyze and describe the message designs used in organization or brand crisis communications and to explore people’s perceptions who were working in Bangkok Metropolitan Region on the message design used in the organization or brand crisis communication. The content analysis and exploratory research were used. Statements from organizations’ or brands’ crisis communications from 2014 to 2018 were analyzed create survey’s questions.

        The research found that twelve message design strategies. The samples that have the differences income and education levels were differently understanding, acceptable and compliant with the strategies at the .05 level of significance. The strategy of apology and the strategy of penalties in case of organizational error and events that affect the life, body and property’s safety can be convinced by the samples and made them understand at the high level.

        There are four types of structuring message. The samples who have different levels of education understand, accept and rationalize differently structured message at the .05 level of significance. Content which is divided by topic or the chronological description of the incident was understood, accepted and rationalized at the high level.

        There are three types of message order. The samples who have different age, income and education levels understand, accept, and are aligned with the order messages statistical classification at the .05 level of significance. The samples understand and accept at the high level when main point is placed at the beginning. In addition, the two message appeals were found in the statement. The samples who have different age, income and education levels understand, accept, and rationalize to varied message appeals at the .05 level of significance.