CRISIS MANAGEMENT: A CASE STUDY OF FLOODING IN AYUTTHAYA PROVINCE

Abstract

Crisis" is an irregular situation that can happen at any time. It may have many impacts in both the short and long terms. It may also be caused by internal or external environments. This article presents a sample of severe flood crisis that hit and destroyed many areas of Thailand, especially the case of flooding at the "World Heritage Site" area in Ayutthaya Province.

The recent flood crisis reflects that we should have a plan to prepare us to be ready to deal with such crisis. The writer proposes the crisis management approach comprising three following actions: 1) “Data Analysis” which is the analysis of data based on internal condition and external condition facts, the indicators of which can be actually and concretely integrated; 2) “Strategy Determination” which comprises three following steps: the reactive step, which focuses on data collection, data processing, and dissemination of information to the people; the proactive step, which focuses on resolving the crisis and conducting fieldworks in the area; and the tactical step, which is the transforming of crisis into a beneficial opportunity; the three strategic steps are outcomes of taking results of data analysis in 1) to formulate strategic plans for water management; and 3) “Plan Communications” in order to enable the people and stakeholders to perceive and realize the importance of the strategic plans and act accordingly and concertedly, with the “communication process” as the main factor of mobilization.