Thailand

Abstract

The evolution of public relations (PR) after the 1932 Siamese Revolution which led to constitutional monarchy is explored as a four-phase analysis based on the country’s political and socio-cultural background. Public relations in the first period — beginning period — started with the government’s establishment of the Publicity Department with the aim to promote democracy and to disseminate information to public along with establishing ‘Thai’ identity through nationalistic propaganda campaign. The government’s efforts flourished as PR campaigns were widely adopted by state agencies and enterprises during the ‘growth’ period. Public information approaches were used to support national development plans. Thai PR education further grew with US influences. The third and fourth periods were the ‘booming’ period of PR practice in private corporations and the ‘globalization’ period where PR is used, together with other marketing communication tools, for support of corporate reputation, marketing public relations and corporate social responsibility (CSR) activities. Understanding of Thai culture and values has proved to be a crucial factor for successful PR practice.Keywordshistory of public relationspublic relations evolutionSiamese RevolutionThailandThai public relations practice