Good public relations is not enough
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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.
