This document discusses public relations (PR) in Vietnam. It begins by noting that PR has a negative connotation in Vietnam and is often associated with stunts. It then outlines the different types of PR practiced in Vietnam, including brand PR, corporate PR, and media relations. The document analyzes Vietnam's complex media landscape and increasing government scrutiny of media organizations. It provides data on the large number of media outlets and agencies in Vietnam and how they are governed by bureaucratic structures. Finally, it discusses modernizing approaches to PR in Vietnam, including focusing on digital and social media strategies, cultivating long-term media relationships, and shifting from marketing messages to meaningful conversations.

1. PR.
I N VI ETNAM?
Prepared for CIPR – August 15th 2018
By: Thien Thanh Nguyen
CEO – Edelman Vietnam

2. PR might be a tricky word, provoking more negative
than positive.
It normally relates to PR Stunt.
PR.
IN VIETNAM?

3. Brand PR
Brand Supports /
Launches/ Events/
Corporate PR
Corporate Affairs –
Media Relationship –
Crisis Management –
Reputation
PR.
IN VIETNAM?

4. Media Landscape and
Regulatory Environment
PR.
IN VIETNAM?

5. A Risky And Complex Environment
Increasing
Government
Scrutiny
Rising Stakeholder
Expectations
Dispersion of
Authority
Growing Trust
Deficit
Vietnam Trust Context
PR.
IN VIETNAM?

6. 838 media agencies running 1,111
publications at central and local level
and 215 online portals
67 national and local broadcasters running
182radio and TV broadcast channels
40foreign television channels
105 online newspapers and magazines
Media in Vietnam are Governed
by a Bureaucratic Structure
Media agency
Central Committee for Culture & Ideology
Governing body
Ministry of Information
and Communications
Vietnam Media Landscape
PR.
IN VIETNAM?

7. Sample of a media organization chart
Newspaper
(Mo, We, Fr, Su)
Weekly magazine
Monthly magazine
Online
www.moh.gov.vn
www.suckhoedoisong.vn
Y Tế thôn bản
Dân tộc thiểu số & Miền
núi
Editor in Chief
Deputy Editor in Chief Deputy Editor in Chief
Managing Editor
(newspaper)
Managing Editor
(magazine)
Managing Editor (online)
PR.
IN VIETNAM?

8. Sample of a media organization chart
Editor in Chief
Deputy Editor in Chief
News / Political /
social
International
Deputy Editor in Chief Deputy Editor in Chief
General Managing Editor
(Online)
Business / Economic Education
Health Tech
Culture /
Entertainment
Sport
PR.
IN VIETNAM?

9. Media Stakeholder Inter-relations: Then & Now
MEDIA RELATIONS THEN
Customers
Employees
InvestorsTraditional
media
MEDIA RELATIONS NOW
Comms
team
Customers
Employees
Investors
Traditional +
social media
Traditional
media
Comms
team
Government
Authorities
PR.
IN VIETNAM?

10. The Changing Media Landscape
NGOs and
Activists
Partners
Government
Officials
Industry
Consumers
Regulators
Boards
Search
&
Content
MAINSTREAM HYBRID
SOCIALOWNED
Employees
Shareholders and
Financial
Community
• We no longer control our brand
• “Netizens” have unprecedented ability to route around
us
• No long any distance between an individual and a
mass audience
• Information and rumours intermingle and spread
• All different channels working together
• Because the barriers to entry are so low, greater
pressure in telling your story through different
channels
PR.
IN VIETNAM?

11. Approaches and Tactics for Media Relations
MOSTLY USED TACTICS
PRESS RELEASE
SPEAKING
ENGAGEMENT
STAKEHOLDERS
CONFERENCE
PRESS
CONFERENCE
MEDIA
PARTNERSHIP
MEDIA TOURS
SPONSORSHIP &
CSR
TIPS TO ENHANCE RELATIONSHIP WITH MEDIA
• Treat them as a friend – but close enough for not seeding our business confidential.
• Create regular relationship meetings, occasional luncheons, as well as engage with them on a personal level (via birthdays, anniversaries
gifting, etc) to:
ü Proactively develop long-term relationships with key media at senior level and engage them on an ongoing basis.
ü Earn media endorsement in industry-related news and support in crisis and issues.
ü Discuss with media on their editorial agenda and focuses that we can build into potential content to support them.
Relationships with the media are keys
PR.
IN VIETNAM?

12. The communications landscape goes beyond
traditional media
PR.
IN VIETNAM?

13. • Craft the story, and choose the audience
• Synchronize how, when and where the story should be
told
• Think coverage AND conversation: reverberation often
trumps circulation
• Make it findable: use search insights to shape the
strategy
• Make it sharable: create and curate content worth
sharing
New rules of engagement
PR.
IN VIETNAM?

14. Modern media realities
• Budgets are tight, newsrooms are shrinking and reporters often wear multiple hats
• Journalists may not be experts in your field
• Almost everything is real-time news and online, so your reaction times must be much faster
• The lines are blurring between traditional media and other content channels
• Journalists and audiences have no appetite or patience for your marketing messages
• Many journalists chase trends of creating sensational and shocking news for commercial
purposes.
• The stories pitched must be straight- forward with clear and strong local angles. In normal
circumstances, reporters do not proactively raise questions at conferences.
PR.
IN VIETNAM?

15. Changing the conversation
A TYPICAL CONVERSATION
A + B, THEREFORE C
A TYPICAL NEWS STORY
C, BECAUSE A + B
PR.
IN VIETNAM?

16. Corporate PR
Slowly growing and proving the critical role.
There is still gap between the market’s
understanding and what it can offer
PR.
IN VIETNAM?
Brand PR
is losing relevance – needs transforming

17. How to modernize Brand PR?
How to digitalize Corporate PR?
PR.
IN VIETNAM?

18. Thank you.
PR.
IN VIETNAM?