Amid the buzz of anticipation at the grand stage of Bangkok City Hall, Governor Chadchart greeted the fresh batch of City Communication Ambassadors with a heartening message. He cheerfully admitted that the Bangkok Metropolitan Administration (BMA) had once stumbled over communication hurdles. Though their sleeves were rolled up, busily transforming the city’s landscape, sometimes these efforts were akin to a well-kept secret from the very citizens they aimed to serve.
“It’s not that we weren’t working,” he quipped with a grin, “but we might have missed a note or two in letting you all in on the show.”
But the tides have changed, thanks in large part to the Communication Ambassador programme. The public’s growing awareness of the city’s metamorphosis has been like catching sight of a long-awaited sunrise, casting light on the improvements stitched into the city’s fabric.
Governor Chadchart didn’t hold back on outlining the mission ahead for these ambassadors, painting it bright with these three essential colors:
- The first hue is Authentic Knowledge. Mastery of the BMA’s policies and missions is akin to having a road map with all the routes—no wrong turns or detours here!
- Next, we have Audience Awareness. Much like spinning the radio dial, understanding who’s listening on the other end is crucial. Are they tuning into AM or FM? Picking the right frequency, or communication channel, is the key to reaching hearts and minds.
- And finally, the canvas wouldn’t be complete without Digital Permanence. In this era, once you splash something onto the digital landscape, it’s there to stay. Ambassadors are encouraged to think twice, post once; after all, thoughtful communication leaves the best digital footprints.
“Remember,” Governor Chadchart mused to the ambassadors assembled, “you’re the pride of Bangkok, the bridge between policy and public. We need your enthusiasm, your commitment, and your joyous spirit to make communication a lively and productive dialogue for all city folk.”
On the backdrop of this vision, the BMA’s ethos is clear—crafting a workforce that not only carries its flag high but waves it with purpose and pride. This endeavor to cultivate a robust team of “organisational representatives” is reaching a crescendo.
The inaugural group of 33 ambassadors started their journey in 2023, charming the city with narratives of its many hues. Fast forward to 2025, and the quest for storytellers expanded its net, with 137 eager applicants between 8th February and 11th March. With the air electric from anticipation, a select jury embarked on a rigorous selection waltz—videos sung their introductions, interviews and assessments cast light on their mettle and flair.
The search ended with 40 chosen ones, selected from doctors, nurses, inspectors, teachers, social workers, and the tireless envoys of sanitation and safety. Each was a maestro of communication, ready to echo the BMA’s heartbeat as “the voice of Bangkok”.
Before the drumrolls crescendoed to their official appointments, these ambassadors underwent an enlightening pilgrimage—an intensive training dubbed “SMART Character: Communicating from the Heart… to the Heart of Bangkokians.” This initiative was a masterclass, sharpening skills from personal evolution to crafting compelling tales, wielding digital prowess, and nurturing emotional connections, all with the public’s pulse as their guide.
The grand ceremony shone a spotlight not only on these ambassadors’ potential but personified the spirit of Bangkok itself—stoic yet spirited, traditional yet forward-thinking. Joining the radiance of the event were notable dignitaries: Deputy Governor Mr. Sanon Wangsangboon, Governor’s Secretary Mr. Phimuk Simaroj, and Mr. Wirat Manassanitwong, Deputy Permanent Secretary, amongst department leaders, district officers, and other illustrious guests.
Seems like a smokescreen to me. All these ‘ambassadors’ look good on paper, but how effective will they really be at communicating with the diverse population of Bangkok?
I disagree. Elevating city representatives to ambassadors puts accountability in public communication. It’s a noble step.
Sure, it sounds noble, but actions speak louder than words. Let’s see them in action before crowning them heroes.
Faith in communication can’t be built overnight. These ambassadors are only as good as the training and leadership backing them.
Finally, some transparency! The digital presence strategy is smart; people need updated info at their fingertips.
If they flood social media with noise, the message gets lost. Quality over quantity, always.
I’m excited about Audience Awareness. Tailoring messages for different audiences is where the magic happens.
Magic? More like wishful thinking! Most will just parrot what they’re told, lacking genuine engagement.
Sam, I get where you’re coming from, but enthusiasm is key, and some of these ambassadors are all heart.
A lot of focus on training, but what about providing them the right tools and resources to support their roles?
Good point. Enthusiasm alone won’t make up for a lack of resources. Will be interesting to see how BMA supports them.
Ideally, they should have access to the latest tech and data to truly be effective bridges.
I worry this is just a façade while the real issues in Bangkok remain ignored, like traffic and pollution.
Communication and awareness can actually catalyze solutions for those problems.
We can hope, but action on the ground has to happen too. Words are just the first step.
I like the ‘think twice, post once’ philosophy! Possessing digital permanence awareness can guide us away from impulsive mistakes.
These narratives are great, but will they target non-English speakers too? Language can be a huge barrier.
Hopefully, they use local dialects. Real engagement happens in one’s language.
So 40 more talking heads, great… the real question is, will BMA actually listen back?
It’s a two-way street, Charlie. Listening is just as vital as speaking.
Bravo to the ambassadors! This elevation feels a step towards creating a more informed society.
Watch out though, this could backfire if these ambassadors overstep and become the story themselves.
Remember, the power of communication can unite a community. Let’s empower them to succeed instead of pouncing on every misstep.
Exactly, criticism without support only breeds cynicism.
Governor Chadchart seems passionate, but focus also needs to be on other areas like improving education.
Ambassadors echo old times where heralds shared news. It’s tradition meeting modern values.
Being a bridge is tough. Hopefully, these ambassadors are trained to handle criticism too.
Maybe they should offer them armor and earplugs too!
I see potential, but we need an evolved public too, ready to embrace and engage in meaningful discussions.