5 things you may not know about pr in Vietnam

5 THINGS YOU MAY NOT KNOW ABOUT PR IN VIETNAM

Total Communications System Inc. 2014

A SHORT PRESENTATION FOR:- Foreign companies doing PR in Vietnam; and

- PR pros working with Vietnam-bound clients


ONE RING MINDS THEM ALL


VIETNAM HAS MORE THAN 700 NEWSPAPERS AND MAGAZINES …


1,000+ INFORMATION BULLETINS …


67 TV CHANNELS, 55 RADIO STATIONS


ALL OF WHICH ARE UNDER THE STRICT CONTROL OF GOVERNMENT*

*THIS CONSTANT SCRUTINY AND HEAVY PENALTIES COMPEL THE MEDIA TO PRACTICE SELF-CENSORSHIP TO AVOID TROUBLE. RESPECT REPORTERS AND EMPATHIZE WITH THEIR SITUATION.


AND DESPITE THE LARGE NUMBER OF PRINT MEDIA, ONLY 10% HAVE NATIONWIDE REACH


YOU GOTTA PAY TO PLAY


SOME MEDIA EXPECT TIPS FOR ATTENDING/WRITING UP EVENTS


SOME WILL SEEK ADDITIONAL TIPS TO DO AN INTERVIEW


COVERAGE GENERATED FROM PRESS RELEASES CAN ALSO REQUIRE TIPS


SOME MEDIA WILL RANSOM COVERAGE UNTIL TIPS ARE PAID


SO HIRE PR PROS WITH A KNACK FOR NEGOTIATION


YOUNG AND RESTLESS


SOME VIETNAMESE REPORTERS ARE YOUNG AND GREEN …


AND FINDING SPECIALISTS AMONG THIS CADRE CAN BE A CHALLENGE …


SO ALWAYS ASSUME NO PRIOR KNOWLEDGE OF YOUR TOPIC

???


AND OPEN MEDIA EVENTS WITH SIMPLE, PRECISE PRESENTATIONS


ALSO, SMALL GROUP INTERVIEWS TEND TO WORK BETTER THAN 1:1s

BLAH


REPORTERS TYPICALLY FALL INTO ONE OF THREE CATEGORIES:


AGGRESSIVE:

- ATTENTIVE & KNOWLEDGABLE- WILL QUESTION EVERY DETAIL


APATHETIC*:

- POLITELY GO WITH FLOW- ASK MACRO-LEVEL Qs - DON’T DIG TOO DEEPLY - LEAVE QUICKLY

*COULD BE A CONSEQUENCE OF STRICT GOVERNMENT MONITORING OF MEDIA


ADOLESCENT:

- LIKE THE MOTHERS OF INVENTION*, THEY’RE ONLY IN IT FOR MONEY- DISRUPTIVE (TEXTING, CHATTING)

*Born in the 00s? Google “Frank Zappa”


ALAS, LOUTS CAN’T BE CULLED FROM MEDIA LISTS – THEY OFTEN COME FROM THE MOST IMPORTANT MEDIA

măm măm … đó là đúng … ợ!

Translation: “Nom nom … that’s right … burp!”


FAMILIARITY BREEDS CONTENT


PR IS A YOUNG INDUSTRY IN VIETNAM

oa! oa!

Translation: “WAA! WAA!”


ONCE AN ADD-ON AFTERTHOUGHT TO AN AD CAMPAIGN …


IT IS NOW A DISCIPLINE TENTATIVELY TAKING ITS FIRST STEPS


PRs MUST BUILD RELATIONSHIPS WITH MEDIA – OUTSIDE OF WORK


STRONG RELATIONSHIPS = BARGAINING POWER = SMALLER PAYOUTS


GOLDEN RULE: LOCALIZE


ALL MEDIA ACTIVITIES MUST BE CONDUCTED IN VIETNAMESE

Công ty ACME thông báo …

Translation: “ACME Company announces …”


ALL MATERIALS AND ASSETS MUST BE AVAILABLE IN VIETNAMESE

từ điển


AND BECAUSE “OVERSEAS” IS AN ABSTRACTION FOR SOME REPORTERS…


MESSAGING MUST FOCUS ON:

- LOCAL ISSUES- LOCAL IMPACT OF GLOBAL DECISION- LOCAL BENEFITS OF AN ACTIVITY


MESSAGING THAT EXTENDS BEYOND VIETNAM MAY NOT RESONATE


THANK YOU AND GOOD NIGHT.

Icons on slides 7, 17-19 and 30 were made by OCHA; all other icons were made by Freepik. All icons are from Flaticon.com and used under a Creative Commons 3.0 license.

PRESENTATION BY:

TOTAL COMMUNICATIONS SYSTEM INC.TOKYO, JAPAN

@TOCS_PR

http://www.pr-tocs.co.jp/?en

5 things you may not know about pr in Vietnam

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