Crisis communication through TRANSIT media of BANGKOK MASS TRANSIT SYSTEM PUBLIC COMPANY LIMITED or BTS in the COVID –19 PANDEMIC

Abstract

A Study of crisis communication through mobile media of Bangkok Mass Transit System Public Company Limited or BTS in the COVID –19 pandemic is conducted during three waves of COVID – 19, namely, March – June 2020, December 2020 – February 2021, and March – May 2021. The study focuses on the crisis communication through transit media such as public relation screens, posters, and announcement in cars. Content and objectives that the company wants to communicate with passengers are also studied. The analysis is done using the concept of crisis communication, transit media, and message design The author surveys plans of public relation through media inside cars in each wave of the pandemic. The authors analyzes content based on documents and communications that the company gathers during the pandemic and in-depth Interview of four administrators and staff who take care of the company image. The results present that BTS applies approaches during other pandemics such as SARS and avian influenza to plan the communication and monitor the situation intensely and continuously. For the first wave or before the COVID –19 pandemic in Thailand, the corporate communication department monitored the situation since the pandemic in Wuhan, China. With the cooperation of the Ministry of Health, the company published preventative measures through posters and announcement. Objectives were to inform passengers for important messages such as wearing masks and hand sanitizing. The company used this approach to communicate and plan the communication for the further pandemic. During the COVID –19 pandemic, the number of cases was increasing. The corporate communication department applied preventative measures in cars such as temperature screening (lower than 37.5°C), face masks, and social distancing. Moreover, the company also provided videos to encourage passengers during the pandemic. After the crisis, the number was decreasing. The government eased measures after issuing the emergency decree to control traveling during the past four months. The company adjusted the communication by focusing on preventative measures such as face masks and creating image and confidence in traveling using videos. The messages were about internal and external cleaning of cars. Social distancing measures were lifted to reduce the crowed. During the second and third waves, the content and frequency of communications were not much different. However, the emphasis was performed through videos such as school opening measures, face masks, temperature screening, and hand sanitizing. The frequency of communicate was 20 – 30 times/day and the length was 30 seconds along with other advertisements. BTS had prepared public relation media for each wave focusing on the accordance of situations to ensure that passengers would understand messages for the highest safety. However, messages might be interrupted by other advertisements so some passengers might not see them. However, other media has been used such as announcement and posters to make sure that passengers would know information precisely and continuously. This is to allow passengers traveling with confidence.