PTT: Promoting Sustainability in This Digital Age
This is a second excerpt translated by James Haft from a speech presented by Professor Parichart Sthapitanonda, PhD, dean of the Faculty of Communication Arts, Chulalongkorn University, entitled Communicating Sustainability: The Challenge for Thai Corporations in the Digital Age.
The Petroleum Authority of Thailand, or PTT, produced a song with what are considered very sweet lyrics. “Thank you Love” tells how the company is devoted to saving the planet, the environment where we live, the forests and sea, the animals and marine life, as they work to ensure we have the energy and resources we need not just to survive, but also enjoy a quality life. The song tells how this is all made possible because of the bond of love they have forged to achieve sustainability since their found 40 years ago.
PTT is Thailand’s largest and most valuable conglomerate. From its exploration and development company, it has discovered and been providing the country with the petroleum and natural gas we need. As conditions change, PTT has turned to alternative energy as well as interests in logistics and the service sector as it operates under the principle of social sustainability from origin to final destination.
The company has used the concept, “Love” to cite why it was founded, their concern to provide energy first and now other products and services that solve the needs and desires of every Thai. In their communication, the images employed along with the melody and lyrics are all aimed to convey their love and what the PTT Group has done and is doing to express this.
Still, PTT is very aware that they need to employ multiple channels and platforms to disseminate news, organize and promote events, produce online blogs and much more through traditional and new media.
Thus, it should not seem strange, when they adopt music marketing as a central theme to build their image and identity and ultimately sell their products and services, emphasizing that all companies in the PTT group focus on management for sustainability under three key points - people, planet and prosperity.
First, People. PTT’s communication will often talk about its human resources development as well as contributions to community and social development. It has strengthened its image with the establishment of the Kamnoetvidya Science Academy (KVIS) and Vidyasirmedhi Institute of Science and Technology projects while building links with other institutes to support the development of new inventions and innovations through research by Thais for Thais. Through these advancements in disruptive technologies, PTT is helping to raise and promote the potential of Thailand to be equal with leading nations of the world. At the same time, these discoveries are allowing PTT to help raise the quality of life for communities through, for example, Biogas production at swine farms, which has won a national guarantee award. PTT is also demonstrating its love for all the citizenry by providing opportunities for the disadvantaged and disabled through employment and additional income as employees for the Café Amazon for Chance project.
Next, the Planet. Today, the PTT Group is working to motivate and raise awareness in what has been called a Green Mindset, through the PTT Reforestation and Ecology Institute. By developing green areas in the different regions of the country, PTT is creating a natural harmony among flora and fauna that will attract and educate. Aimed even more at urban dwellers are tulip gardens open to the public, which feature new hybrids and species developed specifically to prosper in a tropical climate. The Group also continues to search for new business ventures under the concept – Clean & Green - such as fashion made from recycled plastic.
Last, but not least is Prosperity. The focus here is on communication promoting social enterprises with good governance to look after stakeholders and encourage reinvestment to increase production and take advantage of attractive opportunities in the domestic and foreign markets.