On July 30-31, 2024, the APEC Center for Technology Foresight (APEC CTF), Office of the National Higher Education Science Research and Innovation Policy Council (NXPO) collaborated with the Strategic Transformation Office (STO), which was designated by the Prime Minister as the key agency driving the soft power development strategy, to organize a workshop at the Arize Hotel, Sriracha. The workshop, titled “Foresight Tools for Strategic Communication and Public Relations in Soft Power Policy” aimed to develop strategic guidelines for advancing soft power communication.

The event brought together stakeholders from the National Soft Power Development Committee and various sectors. The opening remarks were delivered by Dr. Surachai Sathitkunarat, Executive Director of APEC CTF and Senior Strategist at NXPO, who emphasized the importance of foresight in addressing future challenges.

The workshop was led by Dr. Kommate Jitvanichpaiboon, Deputy Director of APEC CTF. Dr. Kommate highlighted that the workshop serves as an effective way to synergize the efforts of various sectors under the soft power committee. He emphasized the importance of understanding how each industry can assist one another in communicating both within and across sectors to maximize mutual benefits.

Dr. Kommate noted, “The impact of soft power is not just in cultural influence but also in economic value. By improving our communication strategies, we can create added value and generate more revenue for producers, ultimately benefiting the entire economy.”

Participants engaged in envisioning the future of soft power, identifying pain points, and proposing solutions to enhance the effectiveness of soft power communication. The aim was to ensure not only that the public understands these initiatives but also to improve the government’s ability to communicate effectively with stakeholders.

Srichattra Chaivongvilan – Correspondent