Messaging in Thailand

I need to diversify my sources, but this article in the NY Times on Thailand is again particularly interesting. The focus on messaging is an interesting take on the government's efforts. I'll have to get around to finding some information on how else the government is approaching this crisis. If messaging is a big part of the government's strategy I'm intrigued but while the article makes it sound like an important piece I'm skeptical it is anything more than a small piece of an overall strategy. Or the government is flailing blindly, which seems equally plausible.