Good Public Relations Is Not Enough: Burning Issue

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BURNING ISSUE

Good public relations is not enough

By Piyanart Srivalo

Former prime minister Thaksin Shinawatra has been behind every political success his little sister, Prime Minister Yingluck, has achieved, though there is one thing he has not been able to control - the government's public relations strategy.

Critics say the government's PR strategy is more defensive rather than offensive. The government has been spending too much time defending itself instead of promoting or publicising its achievements, which seems to be worrying Thaksin. He knows that no matter how well one markets oneself in the political field, it is worth nothing if the public is not aware of one's performance.

Therefore, the government's PR strategy topped the agenda at the weekly meeting of the 111 former Thai Rak Thai and 109 former People Power Party banned politicians, who are the de facto key men of the ruling Pheu Thai Party.

At the meeting, they evaluated the performance of PM's Office Minister Kritsana Seehalak, who is in charge of state-owned media. The banned politicians decided that Kritsana had failed to do her duty and that she should be replaced soon.

If there is a Cabinet reshuffle at the end of this month, it is possible that both party-list MP Niwatthamrong Boonshongpaisarn, who is known as the PM's personal secretary, and red-shirt leader Natthawut Saikua would be in the running for Kritsana's post.

However, if the reshuffle is delayed until after the 111 banned politicians are free, it's likely that Suranand Vejjajiva would take the job.

In fact, Suranand and Natthawut have already been working hard to promote the government after the country was hit by the worst flooding in more than half a century last year.

Suranand, former PM's office minister in Thaksin's government in charge of state media, is now seen as a government adviser on PR strategy. His first step was to change the formula of "Yingluck Government Meets the People" show. He changed it from a pre-recorded one that was aired to the radio to a live TV show that is anchored by him.

It is almost as if Suranand has become the proverbial knight in shining armour for Yingluck, who is so pleased with her new show that she has asked for it to be extended by half an hour and be shown again in the evenings.

Therefore, it's no surprise that Suranand was seen in the editorial rooms, supervising programme schedules at NBT and Modernine TV stations.

According to a high-ranking official at the Public Relations Department, Suranand has more control of the media than Kritsana, even though she's the minister.

Apart from Kritsana, the government spokesman's team was also scrutinised by the banned politicians. In their point of view, Government Spokeswoman Thitima Chaisang and her deputies Anuttama Amornwiwat and Anusorn Iamsa-ad are not doing their duty.

There seems to be no unity as members of this team do what they can to outdo each other. In fact, things are so bad that they don't even speak to each other.

Thitima has been focusing more on political issues rather than the government's achievements; Anuttama has been failing to explain issues clearly to the public; while Anusorn only seems to add political colour. It is quite likely that these three will be replaced as well, though, Thitima has said clearly that she doesn't mind giving up this job because she prefers being an MP.

But before any changes are made, the banned politicians have agreed to review the government's PR strategy by airing two new shows via NBT channel: "The Cabinet Meets the People" on Tuesdays from 8.30pm to 9.30pm and "Pheu Kon Thai" (For Thai People) on Wednesdays at the same time.

Thitima said these shows aim to open more channels of communication between the people and the government.

One can only hope that this government realises that no matter how good their PR strategy, nothing will work if they fail to deliver.

-- The Nation 2012-01-12

[Bakseedaa]

This Government is delivering, what everyone with common sense knew they would deliver... Has Yinluck never watched Titanic..? Reap what you Sow....!!

[SomTumTiger]

This Government is delivering, what everyone with common sense knew they would deliver... Has Yinluck never watched Titanic..? Reap what you Sow....!!

Thanks for that - Chicken Little.

[Reasonableman]

Looks like this issue is all but burnt out.... fizzzzzzle... ffft...

[falangjim]

I'm not sure the plane has crashed into the mountain just yet. It still somehow manages to sputter on fumes, circling for a safe place to land in LOS. There is still time for this administration to get something done right before the inevitability of another coup.

It must have been hard for Yingluck to play offense when her country was being pounded by annual rains which turned into floods ravaging the countryside. Now that that crisis is relatively "over," let the PR campaign for how to siphon off the funds which have been allocated to fix the problem arise. We'll surely see yet another back peddling of moves by the blushing pretty lady in office. "I didn't know?"

iPad computers for kids, soft loans for farmers, grants for the families of flood damaged homes, vows of stronger enforcement of illegal drug laws. I think we've heard it all before.

[h90]

This Government is delivering, what everyone with common sense knew they would deliver... Has Yinluck never watched Titanic..? Reap what you Sow....!!

??? Every day they can stay in office means some millions for them....they can only win more or win less but they win.

[slapout]

220 ex poloticans who are banned from Thai poltics/government, meet for lunch to decide the fate of members of the group, running the present government. Does this seem like the inmates running the prison (probably happening also)? If this government wants a positive image/reputation it needs to be earned instead of using mass media to promote yourself.

When the word is out that you sold donated relief suppli8es, use public moneies to bail people from jail, pay surviors/rioters for for participating in wanton distruction of property/business, budget huge sums of monies for programs which have had virtually no expert research/input, what would anyone, not expect the public image to be suspect???

"Clueless" may be another criteria for civil salary in this country, along with several more deflamatory terms, which they would not comprenend either.

[Skywalker69]

Quote;Former prime minister Thaksin Shinawatra has been behind every political success his little sister, Prime Minister Yingluck, has achieved.

Have I missed something??

[maidu]

I just found a wrapper for a snack on my lawn. Apparently, the little girl who lives next door, didn't like the treat, because the items were still inside, though the package was opened. It reminded me of this Yingluck government, directed by her brother. I can imagine the wrapping for the snack accounts for 96% of the cost of it. The wrapping is shiny metallic, multi-colored, pizzazed up with dazzling artwork. However, the snack itself is puff balls, probably made of 94% air and 6% rice starch with a tiny smidgen of white sugar.

[Crushdepth]

All fart and no shit.