PR in highly regulated industries can feel like walking a tightrope, balancing compliance with creativity while aiming for impactful communication. In Thailand, sectors like healthcare, finance, telecommunications, and alcohol are subject to strict regulations, requiring a careful approach.
While these regulations can limit the scope of messaging, they also allow PR professionals to build trust, establish transparency, and stand out in a crowded market.
Understand the Regulatory Landscape
Before embarking on any campaign, it’s crucial to thoroughly understand the regulations governing your industry. In Thailand, laws and regulations often influence what can and cannot be said in advertising and media, especially in healthcare, financial services, and alcohol.
For example, in the healthcare sector, the Thai FDA closely monitors advertising and marketing for drugs, medical devices, and treatments. The Bank of Thailand (BOT) manages financial services regulations, ensuring advertising remains truthful and doesn’t promise unsubstantiated financial gains.
Staying updated on local regulations and engaging legal experts or regulatory bodies early in the planning process to ensure compliance. Resources like the Thai FDA and the Bank of Thailand can also help guide campaign development.
Prioritise Transparency and Education
Regulatory constraints often leave little room for traditional marketing tactics like direct sales or exaggerated claims. However, the emphasis should shift toward building trust through transparency and education. This is especially important in highly regulated sectors where misinformation or lack of clarity can cause reputational damage.
For example, Krungthai Bank (Thailand’s state-owned bank) uses educational content to promote financial literacy. It explains complex financial products in simple terms and provides value-driven content to help customers understand what they’re buying, building trust through knowledge.
Get Creative Within the Constraints
Though regulated sectors may seem restrictive, they offer an opportunity for creativity. By focusing on what can be said, rather than what can’t, PR professionals can still create impactful campaigns that stand out.
Think outside the box by aligning your messaging with social good or creating campaigns that address community needs. For example, rather than simply promoting a product, position your brand as a thought leader in the space by providing value that aligns with local or global issues.
Leverage Earned Media for Credibility
In highly regulated sectors, earned media (coverage gained through PR efforts, not paid for) carries far more weight than paid ads. Media outlets and influencers are more likely to trust third-party endorsement over self-promotion. This credibility can be a game-changer when navigating strict regulations.
However, many journalists in Thailand are extremely risk-averse when it comes to covering businesses in highly regulated sectors. This means story ideas must not only be newsworthy, but must focus on education, corporate social responsibility, rather than any kind of promotion. This will give the best chance of achieving authentic media coverage that enhances credibility and trust.
At Midas PR, we’re experienced in crafting and executing communications strategies that move the needle for businesses, whilst remaining within the compliance frameworks. Visit www.midas-pr.com or get in touch to find out more about our work and how we can support you.