5 things you may not know about pr in vietnam
TRANSCRIPT
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5 THINGS YOU MAY NOT KNOW ABOUT PR IN VIETNAM
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Total Communications System Inc. 2014
A SHORT PRESENTATION FOR:- Foreign companies doing PR in Vietnam; and
- PR pros working with Vietnam-bound clients
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Total Communications System Inc. 2014
ONE RING MINDS THEM ALL
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Total Communications System Inc. 2014
VIETNAM HAS MORE THAN 700 NEWSPAPERS AND MAGAZINES …
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Total Communications System Inc. 2014
1,000+ INFORMATION BULLETINS …
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Total Communications System Inc. 2014
67 TV CHANNELS, 55 RADIO STATIONS
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Total Communications System Inc. 2014
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.
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Total Communications System Inc. 2014
AND DESPITE THE LARGE NUMBER OF PRINT MEDIA, ONLY 10% HAVE NATIONWIDE REACH
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Total Communications System Inc. 2014
YOU GOTTA PAY TO PLAY
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Total Communications System Inc. 2014
SOME MEDIA EXPECT TIPS FOR ATTENDING/WRITING UP EVENTS
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Total Communications System Inc. 2014
SOME WILL SEEK ADDITIONAL TIPS TO DO AN INTERVIEW
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Total Communications System Inc. 2014
COVERAGE GENERATED FROM PRESS RELEASES CAN ALSO REQUIRE TIPS
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Total Communications System Inc. 2014
SOME MEDIA WILL RANSOM COVERAGE UNTIL TIPS ARE PAID
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Total Communications System Inc. 2014
SO HIRE PR PROS WITH A KNACK FOR NEGOTIATION
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Total Communications System Inc. 2014
YOUNG AND RESTLESS
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Total Communications System Inc. 2014
SOME VIETNAMESE REPORTERS ARE YOUNG AND GREEN …
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Total Communications System Inc. 2014
AND FINDING SPECIALISTS AMONG THIS CADRE CAN BE A CHALLENGE …
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Total Communications System Inc. 2014
SO ALWAYS ASSUME NO PRIOR KNOWLEDGE OF YOUR TOPIC
???
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Total Communications System Inc. 2014
AND OPEN MEDIA EVENTS WITH SIMPLE, PRECISE PRESENTATIONS
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Total Communications System Inc. 2014
ALSO, SMALL GROUP INTERVIEWS TEND TO WORK BETTER THAN 1:1s
BLAH
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Total Communications System Inc. 2014
REPORTERS TYPICALLY FALL INTO ONE OF THREE CATEGORIES:
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Total Communications System Inc. 2014
AGGRESSIVE:
- ATTENTIVE & KNOWLEDGABLE- WILL QUESTION EVERY DETAIL
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Total Communications System Inc. 2014
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
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Total Communications System Inc. 2014
ADOLESCENT:
- LIKE THE MOTHERS OF INVENTION*, THEY’RE ONLY IN IT FOR MONEY- DISRUPTIVE (TEXTING, CHATTING)
*Born in the 00s? Google “Frank Zappa”
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Total Communications System Inc. 2014
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!”
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Total Communications System Inc. 2014
FAMILIARITY BREEDS CONTENT
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Total Communications System Inc. 2014
PR IS A YOUNG INDUSTRY IN VIETNAM
oa! oa!
Translation: “WAA! WAA!”
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Total Communications System Inc. 2014
ONCE AN ADD-ON AFTERTHOUGHT TO AN AD CAMPAIGN …
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Total Communications System Inc. 2014
IT IS NOW A DISCIPLINE TENTATIVELY TAKING ITS FIRST STEPS
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Total Communications System Inc. 2014
PRs MUST BUILD RELATIONSHIPS WITH MEDIA – OUTSIDE OF WORK
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STRONG RELATIONSHIPS = BARGAINING POWER = SMALLER PAYOUTS
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Total Communications System Inc. 2014
GOLDEN RULE: LOCALIZE
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ALL MEDIA ACTIVITIES MUST BE CONDUCTED IN VIETNAMESE
Công ty ACME thông báo …
Translation: “ACME Company announces …”
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ALL MATERIALS AND ASSETS MUST BE AVAILABLE IN VIETNAMESE
từ điển
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Total Communications System Inc. 2014
AND BECAUSE “OVERSEAS” IS AN ABSTRACTION FOR SOME REPORTERS…
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MESSAGING MUST FOCUS ON:
- LOCAL ISSUES- LOCAL IMPACT OF GLOBAL DECISION- LOCAL BENEFITS OF AN ACTIVITY
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MESSAGING THAT EXTENDS BEYOND VIETNAM MAY NOT RESONATE
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THANK YOU AND GOOD NIGHT.
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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