Expert Urges Improved Crisis Communication Following Thai Earthquake

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Effective communication is crucial for raising public awareness and preparedness in times of crisis, stressed Assoc Prof Alongkorn Parivudhiphongs, Deputy Dean at Chulalongkorn University's Faculty of Communication Arts, during a forum on crisis management.

Speaking at the Knowledge Forum: After the Quake, co-hosted by the Faculty and the Bangkok Post, Assoc Prof Alongkorn critiqued the Thai government's past failures in communicating effectively during crises, which often leads to public panic and confusion.

He cited the recent March 28 earthquake, originating in Mandalay, Myanmar, and felt in 57 provinces across Thailand, as a key example. The quake caused damage to numerous high-rise buildings in Bangkok and Chiang Mai.

Assoc Prof Alongkorn noted the proliferation of misinformation and fake news on social media, which exacerbates confusion. "Bridging this information gap is a major challenge for the government," he stated. He emphasised the need for clear alerts and public understanding on responding to such notifications.

While the government has tested its emergency alert system, Prof Alongkorn highlighted a critical weakness: many people, despite receiving warnings, remained uncertain about how to act. The earthquake, he said, demonstrated the public's lack of experience and knowledge in handling such events.

He illustrated this with the example of Japanese students at the university, who promptly evacuated upon recognising the tremor, unlike their Thai counterparts. This incident underscores the necessity for better public education on responding to emergencies.

Assoc Prof Alongkorn further stressed the influential role of social media in shaping public perception during crises. He urged collaboration with social media platforms to ensure the dissemination of accurate, fact-based information.

To address these challenges, he called on the government to prioritise the development of a comprehensive crisis communication strategy, applicable not only to earthquakes but to a range of potential natural disasters. "Preparedness includes having all necessary support systems in place, especially a responsive public health infrastructure to aid victims during emergencies," he concluded.

  Adapted by ASEAN Now from Bangkok Post 2025-05-16