Bangkok: Air Chief Marshal Praphas Sonjaidee, Director of the Joint Press Center for the Thai-Cambodian Border Situation, has detailed the strategic approach to communication during crises, emphasizing a commitment to facts, humanitarian principles, and adherence to international law.
According to Thai News Agency, Air Chief Marshal Praphas shared insights into effective crisis communication, stressing the importance of fact-based, clear, and consistent messaging. The focus is on avoiding emotional or provocative language, which can exacerbate tensions and damage the state’s credibility. He highlighted that the Joint Press Center follows four key principles: fact-based communication, humanitarian considerations, compliance with domestic and international law, and maintaining a calm and professional tone.
Air Chief Marshal Praphas underscored the potential dangers of harsh language, which could lead to international misunderstandings. The center aims to communicate in a rational and firm manner to safeguard national interests and public safety. Addressing misinformation involves a careful, evidence-based response to prevent the spread of rumors.
The center prioritizes “speed under accuracy” in its communication, organizing information in timed cycles, providing standardized Q and A, and coordinating with relevant agencies to ensure timely and accurate information dissemination. Listening fully before responding is emphasized to reduce conflict and enhance professionalism, with the goal of fostering public understanding based on facts.
In terms of military readiness communication, the center reaffirms its commitment to protecting national sovereignty and public safety, using non-provocative language to avoid public panic. Consistency in messaging across all channels is vital to minimize confusion and build public confidence in government control of the situation.
For future enhancements, Air Chief Marshal Praphas mentioned developing standard operating procedures, a centralized information verification system, and multilingual communication capabilities. Continuous simulations and exercises will be conducted to improve crisis communication.
He advised the public to follow the “3 checks” principle when receiving information during a crisis: verifying the source, time, and evidence, and relying primarily on official channels for accurate information. The Joint Press Center remains committed to delivering fact-based communication, adhering to humanitarian principles and the law, to ensure public confidence and maintain the nation’s international image.