Crisis Management of Situations Effecting Toward of the Wing 41’s Image, Chiang Mai

Abstract

The objectives of this research were to study the past emergency management methods of the 41st Wing and to suggest guidelines for managing future emergencies that could negatively impact the image and reputation of the Wing 41, as well as prevent crises. Qualitative research methods were used by gathering data from related research documents and using semi-structured interviews for data collection. The research results found that the situation had a high impact on the image of Wing 41, arising from unforeseeable situations. Although the organization had various emergency response plans in place, new threats are constantly emerging. From the perspective of executives, department heads, and operators, pre-crisis processes are seen as important, including searching for early warning signs, preparing personnel and equipment, updating relevant plans to be up-to-date, and regularly practicing and reviewing plans. This allows an ability to knowledgeably confront events, resolve problems correctly and efficiently, control the situation to prevent further damage, and return to normal quickly. For post-crisis management of the damaged organizational image, which is the main impact of what happened to Wing 41, the unit's civilian affairs and public relations department should take action since they have expertise in image communication and negotiation. Moreover, it was found that the mass media has come to play an important role in disseminating various information and news, as modern media is fast and presents information instantly. Therefore, timely and concise communication of facts may be a new approach to help mitigate impacts more than before.