THAILAND: PR campaign 'to counter Thaksin'

Military-appointed government will hire a U.S. public relations firm to work to improve Thailand's image

Bangkok Post
Tuesday, May 1, 2007

By Anucha Charoenpo and Achara Ashayagachat

The military-appointed government plans to hire a US public relations firm to counter the global media campaign by ousted prime minister Thaksin Shinawatra.

Prime Minister Surayud Chulanont admitted Mr Thaksin's campaign was a political problem that urgently needed to be tackled so other countries would understand what was happening in Thailand.

The world should understand the necessity for the armed forces to stage the Sept 19 coup so Thailand could progress toward democracy, he said.

Gen Surayud said the focus of image-boosting campaign would be mainly in the United States and other key allies.

The campaign, under the Foreign Ministry, will be undertaken over three months.

"It's better than doing nothing," he said when asked if three months was enough time to restore the country's image.

He said it could be extended.

Gen Surayud refused to disclose the name of the public relations firm.

Foreign Ministry spokesman Tharit Charungvat said the Thai embassy in the US will hire the firm at a cost of US$55,000 (1.9 million baht) a month.

Mr Tharit's remarks seemed to conflict with the prime minister's.

"The idea is to launch 'Thailand branding'. It's not to immediately counter all criticism against the government. They will advise us how to react since the firm has better access to the international and American media," Mr Tharit said.

The latest attack on the government came from USA for Innovation, which criticised Thailand for violating intellectual property rights by enforcing compulsory drug licensing.

The attack, in an advertisement appearing in the Wall Street Journal, compared the Surayud government with the military regime in Burma.

Mr Tharit said readers should recognise that Thailand and Burma are different and realise the message appeared in commercial space, not in a news article.

USA for Innovation, a lobby group for US drug firms, has Ken Adelman as its director. The former US ambassador to the United Nations is also a senior counsellor at Edelman Public Relations.

Chicago-based Edelman Public Relations represents Abbott Laboratories, which is involved in a patent dispute with Thailand over its Aids drug Kaletra.

Mr Edelman also wrote an article in the April 27 issue of the Washington Times criticising Thailand.

"The military has set its sights on stealing US innovation, the cornerstone of the American economy," the article said.

Foreign Minister Nitya Pibulsonggram said the US government was not involved in the criticism of the Thai government.

Date Posted: 5/1/2007