Thailand needs stronger communication strategy on border conflict, say experts

A leading expert has given the government a failing grade for its handling of Thailand’s communications in the border conflict with Cambodia.

“Our government lacks a strong narrative and its messages are inconsistent,” said Sakulsri Srisaracam, deputy dean of the Chulalongkorn University’s Faculty of Communications Arts.

On Sunday (August 10), 2nd Army Area chief Lt General Boonsin Padklang vowed to “reclaim” Prasat Ta Kwai – an ancient border temple located in the disputed “grey zone” in Surin province.

The next day, Army spokesman Maj General Winthai Suvaree scrambled to issue a clarification, saying Boonsin's remark did not mean the temple would be seized by force. Instead, the aim was to negotiate a mutually acceptable agreement.

“Thai authorities should be sending clear, consistent messages to avoid confusion. They should focus on facts and steer clear of provocative statements,” Sakulsri emphasised.

She said that although conflict communications had improved, more work was needed. She urged the government to develop a clear communication strategy, with a well-defined scope and narrative repeated across all agencies.

“When the government says one thing and the military says another, it confuses news media, which must present all sides,” she said.

Sakulsri stressed that the conflict is also being fought as an "information war", with both sides seeking to sway international opinion.

“Cambodia has been able to set out a strong narrative before the international community,” she said. “But Thailand can still mount an effective response if it builds a strong communications strategy now. We will do better once we have a strong message.”

Public expectations

Asst Prof Samatcha Nilaphatama, director of the Centre for Peace Communication Studies at Prince of Songkla University (Pattani), said the public expects the government to outline its plans and provide regular progress updates.

“People also want to know what actions are being taken to prevent escalation of the conflict,” he said, adding that the government's response to the COVID-19 pandemic was far more effective.

Media’s role

Sakulsri said the Thai media's role of fact-checker is even more crucial after the border conflict unleashed a torrent of fake news and AI-generated clickbait. She added that the press should avoid sensationalism and just report the facts.

“The more sensational the headlines, the stronger emotions become and the less reasonable people are,” she said.

Sakulsri also noted that some news reports via social media is particularly unreliable, as images are often manipulated and information distorted to provoke strong reactions – which can worsen crises.

Meanwhile, reports from the conflict zone should be accompanied by background information to give readers context and help them distinguish genuine news from falsehoods.

Coverage should reflect the feelings of those directly affected but avoid amplifying unverified or trivial claims – such as recent "ghost sightings" reported by some outlets.

“The media can spur peace by refusing to dramatise the clashes or tolerate hate speech,” she said. “The public should understand that ordinary citizens are not involved in the conflict, so there is no reason to direct hostility at others because of their nationality.”

She urged the government and media to convey the same clear message: Thailand will defend both its sovereignty and its commitment to peace.

Prof Samatcha agreed, saying that communication shapes public perception of conflicts.

“During armed clashes, it’s harder than usual to establish facts,” he said.

While some degree of nationalism is understandable in times of crisis, he added that media and communications professionals should uphold the principle of common humanity.

“Quarrelling with a neighbour is not fun,” Samatcha said. “It’s naïve to say conflicts will never happen, but once they do break out, we must seek to avoid violence and prioritise diplomacy.”

He noted that media organisations are under increasing pressure to attract audiences. “But don’t assume you know what people want. Go out and seek a genuine consensus. Empowering the public will help to balance power within the country.”

He added that competition for viewers makes it tempting for media to treat the conflict as a game – focusing on winners and losers – but this is socially irresponsible.

Agreeing with Sakulsri, he said the media should report on the conflict with care, ensuring their coverage does not inflame tensions.

Slow but sure

In times of conflict, reporters should not rush to be first with the news, he said, emphasising that consistency and depth are more important than speed.

Patriotism, meanwhile, should not mean disregarding the other side’s perspective. Samatcha cited the English poet Henry Wadsworth Longfellow: “If we could read the secret history of our enemies, we should find in each man’s life sorrow and suffering enough to disarm all hostility.”