The inaugural PRCA Thailand Awards were held in Bangkok this month, celebrating the work of PR teams and individuals across the country. To commemorate the launch of the awards, Telum spoke with Suparang "Ging" Anuchapreeda from Great Wall Motor (GWM). The automotive company received the Media Relations Award, a category sponsored by Telum Media.

Congratulations on your win at the PRCA Thailand Awards! Tell us abit about GWM and your communications team.
GWM entered the Thai market with the aim of becoming a prominent player in the electric vehicle (xEV) industry. We established Thailand up as the xEV sales and production base for the ASEAN region. 

Our communications strategy in this market revolves around three key messages: New Energy, New Intelligence, and New Experiences. The ORA Good Cat, one of our battery operated vehicles, has become a beloved EV in Thailand. We are also actively involved in promoting electric vehicle use through collaborations with the government sector around key national events, as well as corporate partnerships.

What did the PRCA Thailand Awards win means to you?
We submitted the "GWM as Thailand's xEV Leader" campaign for the Media Relations Awards, and we are thrilled to have won PRCA’s recognition of our efforts in public relations - It is truly gratifying. This award validates our work to create entertaining and unconventional campaigns that engage the Thai media. We would like to extend our heartfelt gratitude to the PRCA for their unwavering support of our brand.

Additionally, we submitted the "HAVAL H6 Plug-in Hybrid SUV Launch Campaign" for consideration in the Consumer Campaign or Event / Launch Award category. We are incredibly excited that our work was selected as a finalist.

What does the launched of the PRCA Thailand Awards mean to you, and the industry more broadly?
We are honoured to have been recognised in the first of these prestigious PR awards. It is a groundbreaking step forward for the PR industry in Thailand. The PRCA Thailand Awards recognise and celebrate the hard work and achievements of PR professionals, who serve businesses and contribute to the continuous growth of our industry.

This award has motivated us to further innovate our communication strategies and revolutionise traditional PR practices. We are exploring new PR metrics that reflect our performance and enable us to build stronger corporate images and reputations. By adopting these approaches, we hope to inspire other stakeholders and a broader spectrum of consumers.

What are your thoughts on the evolution of the communications industry in Thailand?
I believe the communications industry in Thailand is currently undergoing a transformative phase, characterised by "integrated customer-centric communication". The industry has embraced complete digitalisation, with social media playing an increasingly crucial role in effective audience engagement.

Additionally, the emergence of consumers as influential opinion leaders has significantly impacted brand trust, image, and reputation. While social media and customer voices have become integral, traditional media still retains its importance in capturing customer interest and conveying brand messages.

Recognising these dynamics, companies including GWM are now embracing an integrated customer-centric approach. We acknowledge the importance of not only meeting customer expectations, but also addressing their needs through diverse media channels when conveying our key brand and product messages.

Any advice for emerging PRs in Thailand?
For emerging PR professionals in Thailand, it is essential to have a deep understanding of the country's people, culture, behaviours, preferences, media consumption habits, emerging platforms, trends, and socio-economic dynamics. This knowledge allows brands to tailor their messages in a way that resonates with customers and fosters a strong bond. Transparency and sincerity have become highly valued by customers, making it crucial to incorporate these qualities into communications strategies.

Leveraging online platforms such as social media and online news outlets is vital in today’s landscape. Establishing a robust online presence allows brands to engage effectively with their target audience and amplify their PR efforts. It is important to stay updated on the latest digital trends and utilise innovative approaches to capture attention and create impactful campaigns.

Finally, continuously learning and adapting are essential in this ever-changing industry. Stay updated with industry trends, best practices, and emerging communication strategies to ensure you can deliver effective and relevant campaigns with remarkable business results. Being open to new ideas, embracing innovation, and consistently evaluating and improving your strategies will contribute to long-term success in the PR sector.