Crisis Management Affecting the Image of Donkaew Subdistrict Administrative Organization, Mae Rim District, Chiang Mai Province

Abstract

Natural disasters present significant challenges that rigorously test the preparedness of local government organizations. Ineffective crisis management adversely affects organizational image, as exemplified by the Don Kaew Subdistrict Administrative Organization, which faces recurrent natural disasters. This research article seeks to address two critical questions: (1) How does the absence of systematic planning in crisis management influence the image of the Don Kaew Subdistrict Administrative Organization? and (2) What strategies can be implemented to enhance future crisis management? Employing qualitative research methods, this study conducted in-depth interviews with various stakeholders, including executives, staff, and affected citizens. The findings indicate that the primary issue is the lack of a clear crisis management plan, resulting in delays in resource allocation and ineffective communication with the community. The study recommends that the Don Kaew Subdistrict Administrative Organization develop a comprehensive crisis management plan to facilitate rapid and effective responses to disaster situations, thereby enhancing the organization's image in the long term.