Thai citizens consider a government minister’s demonstration of his understanding of crisis communication in the wake of the Thailand-Cambodia conflict as a breath of fresh air.
Varawut Silpa-archa, Minister of Social Development and Human Security (MSDHS), on Friday put out an official statement on behalf of the ministry. “We express our deepest sorrow, our outrage, and our unwavering solidarity with the victims, their families, and all those affected by the cruel and deliberate attack by the Cambodians on Thai civilian areas.”
He went on to condemn the attacks on civilians along the Thai-Cambodian border, citing serious violations of international humanitarian law: “This is not just a breach of borders — it is a breach of humanity.”
His less than 4-minute speech encapsulated what Thai people wanted, and what they wanted the international community to hear coming from the government: an honest, empathetic, and compassionate yet strong address. As he said about victims: “They didn't die on the battlefield, but died as they went about their ordinary lives.”
Shortly after the speech was released on the ministry's official social media, thousands of Thai netizens expressed their appreciation on various platforms.
On Facebook, the video has received over 330K likes and over 128K shares. Part of his touching speech was also shared on X and received a lot of positive feedback.
“The Minister is defending the country and the rights of all Thai citizens. He's the first Thai minister we’ve seen take this seriously and respond firmly to the action of the other side — actions that must be held accountable for the lives lost and families affected,” commented Wisanu Kalaphakdee on Facebook.
Another comment by App Wanatta says: “The content was spot-on and deeply resonated. He referenced principles and legal frameworks, making the message powerful and highly effective. Thank you for providing the information and communicating with the international community.”
Many people echoed that praise, writing that the speech was something they'd waited to hear from the government. The minister used the right tone and strong words, especially when he condemned the Cambodian side by citing all breaches of international law and humanity.
Honesty builds trust. In a refreshing turn, Thais appreciated Varawut for his impactful speech. The public had been waiting for someone to deliver the right message, and it seems his speech struck a chord with the public.
The minister's speech may have been admired, but perhaps not to this extent, had it been delivered in any developed country. This is simply because few government officials show they know a thing or two about effective crisis communication.
And this doesn't have to do with an official speech (which is rare — strangely so at a time when the country is facing a border clash that results in casualties).
It could be a good Q&A with the press, or a Facebook post that conveys the right message for the public or targeted audience. A tense situation like at this time of border clashes requires a clear message, and if possible, messages with a consistent direction so that they don't confuse the public or make them sceptical.
Prompt action and clear messages are powerful. Delays could allow rumours and misinformation to spread. In this regard, the Royal Thai Army has done well in informing the Thai public about the clashes.
They do it consistently and gain the public’s trust, becoming the main outlet for those who seek the latest developments on the crisis.
Acting Prime Minister Phumtham Wechayachai also made a statement on Friday. “Thirteen Thai civilians, including children, women, and elderly citizens, were killed, and property was severely damaged.”
He too said the Cambodian aggression is a grave war crime. Although his statement had the same focus as the MSDHS minister, it was far less impactful.
Perhaps it has to do with the mood and tone of his speech that failed to show empathy, and the earlier interviews that didn't impress the public.
Phumtham gave an interview a day before the conflict escalated, trying to calm the press down. He asked the press not to use the word "clash" because the action was only at one location.
To be fair, he might have meant well, but in his position and capacity, whatever he said would be considered the government's stance. He should not beat around the bush or mislead the public, especially in a time like this. When the public loses trust, then another crisis for the government emerges.
Emotion can be either good or bad. In the case of Varawut, the speech was emotional but expressed empathy and honesty. On Thursday night, Jakrapob Penkair, who has recently been appointed as an advisor to the PM's secretary-general in charge of communications and public relations, could not control his temper when facing a hard-hitting question from talk show co-host Vorarit “Nott” Fuengarom.
The host asked him what the Cambodian side wants in instigating this border conflict
He said: “We need to know the reason so we can respond." The host also lost it and he shot back: "So, the government didn't know? Really? " Then Jakrapob lost it too and said: "How would I? I am not Hun Sen's father!"
The public did not expect that to come from the person that has just been appointed to handle the communications task. There are mixed reactions on social media. Some threw brickbats at the host, but others believed of the two, Jakrapob should not have lost his professional tone.
The remark “I'm not Hun Sen's father” reminds the public of a similar famous line from Thaksin Shinawatra – “The UN is not my father” - in 2002 when he was the PM, in response to international criticism regarding his “War on Drugs” campaign.
In this crisis, Thaksin — now a powerful man in the government — also complicated things. While the Thai military put every effort into being professional and show the world that Thailand's act was to protect civilian lives and sovereignty, Thaksin used his social media to say whatever he wanted.
The worst example was when he said: “We'll teach Hun Sen a lesson.” Such a statement sounds aggressive and implies that we want to do battle with our neighbour, which is not the same direction as the military. It also sounds very personal.
Things took a turn for the worse when reporters asked Phumtham about Thaksin's social media post. He said that he thought Thaksin did it because he was angry.
"I believe Thai people share the same feeling,” Phumtham told the press. His answer did not improve matters, and many people took to social media to say that they did not approve of what Thaksin said. Thaksin's “emotional” post could also damage Thailand's image in the international community as it shows aggression and has a between-the-lines meaning of what a bigger nation teaches a small nation!
With all the ineffective, directionless, and inappropriate messages coming left and right from the government communications, it shouldn't take anyone by surprise that Varawut stands out and has received a standing ovation from Thai citizens.
Thailand certainly needs more of Varawut in times of crisis, and less of those who talk or write without strategic thinking.
