Minister Jiraporn' rushes to transform the public sector's PR, mobilizing a team of ministry spokespeople, communicating in a new era creatively, accurately, promptly, and being a source of refuge for the people. Ms. Jiraporn Sindhuphrai, Minister to the Prime Minister's Office, chaired the workshop to drive implementation of the National Public Relations Action Plan (2023-2027) and delivered a special lecture on the topic "The Power of ONE: Awakening Creative Power, Communicating into the Future" at the Mandarin Hotel, Bangkok, with the ministry spokesperson, heads of government agencies, and public relations policy and strategy practitioners attending. Ms. Jiraporn said in her speech that Thai media is facing many new challenges, including the advancement of artificial intelligence (AI) technology, which makes it easier to produce and disseminate news and content. Therefore, mainstream media such as television, radio, and print media must be aware of their important role in communicating accurate informa tion and protecting the public from fake news and distorted information, which may have negative effects on the country's economy, society, or political system. Ms. Jiraporn pointed out that the Public Relations Department has major challenges in government communication, including adapting to cope with artificial intelligence and social media, continuously developing innovations and new working methods to find more channels to listen to and reflect the voices of the people, and adjusting the communication format of government policies and performance to be more efficient, interesting, and credible. The heart of communication is the correct understanding of the information sent to the people. As a state media, the Public Relations Department must be an agency that can provide accurate information, accelerate communication, provide information, listen, and be a source of refuge for the people. Ms. Jiraporn added that the National Public Relations Committee (NPRC) is planning to present radio and television c ontent that is diverse and useful to viewers, promote equal access to information, and hopes that state media will create a good image for the country and build confidence among the public. - 313 . Source: Thai News Agency