With the development of technology that results in an advancement in online systems. The majority of organizations have chosen “online platforms” to pass on their information to reach the right target group easier. However, this “closeness” has created a big impact when a crisis communication approaches. When the board of president from Universities of Thailand launched the new online admission system, TCAS that caught the whole attention of online media.                  

     JC&CO planned the publicity method that aligned to the crisis that had happened. This is done through the use of mass media that aimed to explain to parents about the new admission system along with educational influencers. All are done to reach high school students to prepare their readiness for admission exams.