Imagine, for a moment, that you are a PR consultant for General Prawit Wongsuwan: the deputy prime minister of Thailand and leader of the Palang Pracharath Party. You are tasked with repackaging the deputy prime minister into an appealing product for the upcoming general election.
Your first instinct is probably: that sounds like an immensely difficult task. Prawit is a Dick Cheney-esque figure, whose claim to fame in the national consciousness is a bizarre wristwatch scandal. Yet in an unexpected twist in the twilight of his long career, Prawit now finds himself as a prime ministerial candidate and the face of Thailand’s main ruling party. The need for a PR makeover has now become necessary.
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