Developing a Paradigm of Integrated Moral Communications to Enhance the Image of the Royal Thai Police

Abstract

“Developing a Paradigm of Integrated Moral Communications to Enhance the Image of the Royal Thai Police” is the prime research focus of this study. The research emphasizes a communicative strategy used to publicize good governance of The Royal Thai Police. The study is based on current public awareness and perceptions of the Royal Thai Police.

This research is primarily qualitative. The results of the study are derived from In-depth interviews, focus group interviews and public polls on public awareness and perceptions of the Thai police force during 2003 – 2006. The findings indicate that the general public has negative perceptions towards the Royal Thai Police. The negative perceptions include bureaucratic and centralized management systems, high ranking police officers interfered with political authorities, the Thai police force losing ground to provide evidence of their effectiveness and public responsibility, and the Thai police force being subject to corruption and being involved in illegal businesses.

In order to enhance the image and improve institutional governance of The Royal Thai Police, perceptions and attitudes towards the general public among Thai police must be changed by encompassing qualities, positive thinking, public spirit, and dedication to public services. The research findings also point out that “the ideal policeman” should possess the following characteristics: gregariousness, service mind, nobility, high competence and omnipresence.

A process of enhancing the image of The Royal Thai Police as a good governance organization, must aim at achievable and concrete results, and focus on both the internal and the external. The internal objective seeks to improve competency of the police force, while the external perspective should focus on publicizing the improvements of institutional governance.

Strategies for the development initiative to enhance image and improve institutional governance of The Royal Thai Police consist of six main elements, namely Human Resource Strategy, Public Relations Strategy, Promoting Events, Information Strategy, Working Strategy and Evaluation of Strategy. A paradigm entitled “Good Governance” has been developed to initiate moral communication and enhance the image of The Royal Thai Police. The Good Governance Paradigm consists of thirteen vital aspects: Good Will, Outside-In Planning, Omnipresence, Dedication, Gregariousness, Obligation, Value Creation, Efficiency, Reconciliation, Nobility, Accessibility, Network, Communications, and Ethics.