Public Relations (PR)

Nguyen Phuong Thao from Than Nu Experimental Marketing Company in HCM City recalled her first memory of landing a PR job. “When I began working for online games company, I encountered difficulties in PR. While my company was preparing to organize a ceremony to announce the deployment and commercialization of online games, the government decided to suspend the games temporarily for ten days on account of exceeding a given time. At that time, other kinds of games also faced similar problems, while the press is very prudent. The company asked me to organize both a press conference and the launch ceremony at the same time. It was very difficult for me to invite the press to participate in the company’s events. All the reporters at the time asked me about the suspension, and some of them refused to come at all”. 

Finally, the press conference took place smoothly. The number of newspapers and websites that ran articles on my company’s event was remarkable. The leaders of my company had anticipated sensitive questions and agreed that all answers should be clear and benefit the company.

That was my first PR experience. If the suspension of online games had not happened, the results of my PR activities would have been much better. I also drew a lesson from this case. If my company had made joint efforts to take timely actions, it could have early prevented the suspension from affecting the image of online games and PR activities would have achieved greater results.

Thao’s story shows that dealing with the press is an important part of PR.

In Vietnam, PR is a relatively new career option, but in fact, it is very popular elsewhere in the world. In recent years, the experience domestic enterprises had in building up trademarks to compete with foreign enterprises has made them fully aware of the need to conduct PR activities. In so doing, many enterprises have succeeded in making their services and products known to the public.

What is PR?

PR is still a novelty in Vietnam. Lan Anh, who is just beginning a career in PR, told us an interesting story. She said after graduating from the Business Management University, she was offered a job by Viet PR. Her mother had mistaken PR for billiards when she said she worked for a PR company.

However, most young people encountered difficulties in working in PR as businesses are not fully aware of the importance of PR. Ms Mai Thuy from ReCentury in Hanoi said due to the ambiguous concept of PR, many enterprises have not effectively used PR human resources. Small enterprises often appoint PR officers to do both marketing and administrative jobs while large enterprises have put high pressure on PR people, making it difficult for them to take initiative in their work.

“I have many jobs to do at my office,” Ms Mai Thuy confided. “My company has just been established. Developing its reputation and trademark is very important, depending largely on how to promote internal and external public relations well. External public relations include boosting relations with newspapers and magazines and releasing publicity materials about the company. Internal public relations focuses on activities aimed at linking members of the company, including the publication of a monthly intramural magazine. In addition, there are many “unnamed” tasks that are difficult to elaborate on.”

Quang Huy, who is in charge of PR for the CyberWorld Corporation in Ho Chi Minh City, said part of his job is to study competitors in order to get a better understanding of their business operations and future plans.

All this shows that to get a PR job, you must have good communication skills, be flexible and have a command of foreign languages. Furthermore, you need to be patient and able to do well under the circumstances.

Vietnam’s PR prominent with youth’s strength

Nguyen Phuong Thao from Than Nu Experiential Market Company said she chose a career in PR because she likes flexibility and communication with other people.

“Working in PR, I get more opportunities to expand my relations, gain more experience in social communications and take part in activities relating to trademarks. I also get chances to write more, make plans and do many other jobs that are compatible with my interests and ability,” Ms Thao said.

The number of PR staff is increasing. Most of PR staff have not been trained professionally but they still choose the career because of their indulgence. Many of RA staff graduated from journalism universities because one of the most important PR duties is writing reports and establishing relations with press agencies. Many others graduated from different universities but still followed the PR career path – for example Bui Mai Thuy (ReCentury Company) graduated from the Foreign Trade University and Pham Quang Huy (CyberWorld Corporation) graduated from National Economics University.

Lan Anh from Viet PA Company said the more she works the more she loves her career. She said she hoped that after Vietnam joined the WTO, fierce competition would make PR staff more creative.

PR staff in both the north and south have often shared experience, knowledge and skills at PR clubs and organized charity events to raise funds for poor and disadvantaged children.