Public Health Risk Communication of the Department of Disease Control: Lessons Learned on Communicating Risks in the Coronavirus Disease 2019 (COVID-19) Situation, Thailand

Abstract

        This study aimed to investigate the lessons learned from risk communication strategies to build understanding and confidence in the disease prevention and control system during the Coronavirus Disease 2019 (COVID-19) situation in Thailand, and the key factors or conditions that contributed to the success in achieving outcomes, as well as factors that limited or hindered the achievement of expected goals in response to the COVID-19 outbreak. This qualitative study involved a sample of 40 executive-level personnel and communication practitioners from the Department of Disease Control, and 10 experts in communication, strategy, demography, economics, international cooperation, and related private sectors, totaling 50 participants. Data collection included in-depth interviews with individuals involved in public health communication operations and analysis of 16 related documents. The data were analyzed and summarized using frameworks from communication theories, crisis communication theories, public health communication theories, and cultural dimension theories.

The results showed that effective aspects of risk communication during the COVID-19 situation included having medical and public health personnel with expertise in epidemiology for surveillance and prevention of emerging diseases, using World Health Organization principles, and regularly practicing and updating plans to address epidemics and emerging/re-emerging diseases. Key factors contributing to successful risk communication during COVID-19 included a good risk communication process, comprising rapid analysis of threats to public safety and health, risk assessment for planning communication strategies, and delivery through credible communicators and modern channels appropriate to the situation. Limiting factors or obstacles included political and organizational management, public access to and ability to use technology, and differences in understanding or risk perception among target groups.

        Strategies for improving risk communication included building confidence through clear government policies and measures, developing new communication technologies and innovations, enhancing communicator skills, comprehensive target audience analysis, promoting participation from all sectors in risk management, and fostering cooperation between public and private sectors, mass media, and influential figures in communication.