THE ROLE OF INTERNAL COMMUNICATION IN RESPONDING TO COMMUNICATION CRISIS (Case Study of General Education Institutions in the Mekong Delta)

Abstract

Using descriptive statistics, Pearson correlation and multivariate linear regression to analyse quantitative survey data from 5 localities in the Mekong Delta, the study explores the role of internal communication in transforming cognition into communication crisis response behaviour in general education institutions in this region. The results show that cognition correlates with coping behaviour; at the same time, internal communication is strongly correlated with both response and cognitive behaviour. The regression model also shows that internal communication and awareness are statistically significant predictors of communication crisis response behaviour, with internal communication having a stronger impact.