Abstract
The KIGSAW framework offers a robust model for strategic planning and execution within communication and organizational contexts regarding One Health Issue, especially during the COVID-19 crisis in Thailand. It underscores the necessity of comprehending the national and global landscape (Know), which influences and is influenced by local responses, as well as integrating diverse activities (Integrate), setting clear objectives (Goal Setting), and formulating effective strategies (Strategy). The pandemic has heightened the urgency for ongoing assessment of situations and perceptions (Assessment), enabling organizations to adjust to swiftly changing circumstances while cultivating a passionate work environment (Work). This methodology promotes a holistic overview of tasks, facilitating the identification of similarities and differences to enhance effective categorization and goal setting. It stresses the importance of initiating manageable tasks, recognizing strengths, and continuously refining processes through regular evaluations. The framework also emphasizes the interconnectedness of all components to achieve a comprehensive perspective, categorizing stakeholders into four corners for strategic engagement while highlighting the essential role of human resources. Central themes of responsibility, significance, moral implications, equity, and situational awareness are critical in modern communication practices, particularly during crises such as COVID-19. The challenges posed by the COVID-19 crisis have necessitated the adaptation of the KIGSAW framework, highlighting the importance of flexibility in planning and execution. Organizations must navigate uncertainties while fostering collaboration and resilience. Ultimately, KIGSAW serves as a guiding principle for effectively managing complex organizational dynamics and enhancing collaborative efforts in communication theory, particularly in times of crisis.
Presenters
Pahurat Kongmuang TaisuwanDirector, Department of Disease Control, Ministry of Public Health, Secretariat Office of the Royal Development Projects Committee, Thailand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
KIGSAW approach Risk Communication COVID-19 crisis Resilience Public Health Emergency
