Normally, Thai reporters ambush the sources after the formal press conference ends since they prefer not to use the microphone on stage, being afraid of slip-ups with the press corps. 

However, this was not the case during the first conference by Bank of Ayudhya (BAY) after the completion of its strategic investment deal with GE Capital International Holdings (GECIH).

Yesterday, reporters who arrived early were asked not to enter the hotel venue of the press conference until the executives arrived.

In fact, these executives entered the room half an hour late from the original schedule.

BAY first senior executive vice president Charlotte Donavanik announced the new press conference format. She told reporters beforehand that they should try to raise every question while the executives were still on stage, implying that the press conference would be done in a very strict format.

Then the small group of executives came in. They were guarded by 10 bodyguards who fiercely protected them by blocking the reporters from getting close.  

The key persons at the press conference were newly appointed chairman Veraphan Teepsuwan and GE Money Asia president and CEO Yoshiaki Fujimori. The guards took special care with these two.

The press conference started in very formal style. The MC told the press that they would have only 20 minutes, sharp. And the reporters should state their names and agencies they represent before firing their questions.

Although such a request is normal during press conferences elsewhere, it is not common in Thai-style press conferences because the sources tend to know well the reporters who cover the beat.

Previous press events of BAY were conducted in a casual manner because the reporters have been familiar faces who have been accompanying the bank's executives for years.

So reporters were surprised to see the formality of this event. BAY public relation officials said this was in accordance with the style requested by GE.

Reporters started asking the executives enthusiastic questions about the two business corporations. Strictly after 20 minutes, the host closed the event. The reporters started to rise from their seats.

The bodyguards, however, rushed the exit to block reporters from leaving the room until the last executives were gone.

busdsk@nationgroup.com