The Strategy of Organizational Communication during the Outbreak of COVID-19 Pandemic: Case Study of True Corporation Public Company Limited

Abstract

This study aims to analyze the strategy to manage the organizational communication of True Corporation Public Co., Ltd. during the risk incidents due to the outbreak of COVID-19 pandemic. It can be categorized as a qualitative research where in-depth interview is applied. The data is obtained from the personnel who relate to the organizational communication. The study reveals that organizational communication is decided by the objectives, which affect formality, modes, and the directions of communication. The flow of news consists of 4 directions. Various communication channels are used to reach all employees as the role of organizational communication is to be the medium to connect the employees with the company. It is the significant tool to allow all of the employees to consider the goal of cooperation, which will lead the organization to achievement. The communicational strategy is to highlight the importance of the senders. In terms of risk communication, the organization has a guideline based on 8 components: (1) the environment to control the risk from the outbreak of COVID-19 pandemic; (2) determination of objectives to set measures and guidelines of working for employees; (3) Identification of incidents through ontinuously communicates policies and guidelines; (4) risk assessment by continuously following the news. A special task force has been formed to deal with the risks that arise; (6) risk response; (6) control activities; (7) information and communication through the True Connect application; and (8) follow-up and evaluation.