In 2018, some Vietnamese public relations practitioners still viewed social media as something to avoid during a crisis. It was fast, unpredictable, difficult to control, and capable of spreading misinformation…
From trend watching to signal intelligence: How smart marketers are rebuilding their listening architecture
For years, the marketing industry has been obsessed with trends. We have built annual reports around them, structured campaigns to ride them, and reassured leadership teams that we are “future…
Why the way an online course is described may matter as much as what it teaches
Before a learner watches a lecture, completes an assignment, or enters a discussion forum, something else happens first: they read the course page. That short description has to answer a…
Beyond the hype: What Vietnam and Asia marketers should really learn from 2026 global marketing signals
Every year, global marketing reports arrive with confident headlines about the “next big shift.” They are useful, often insightful, and sometimes genuinely predictive. Yet from my experience working across Vietnam…
AI is becoming your First Audience: How PR must adapt to machine intermediaries
For decades, public relations has operated on a relatively stable assumption: communication is designed primarily for human audiences. Whether the target was journalists, consumers, investors, or policymakers, the strategic question…
Wikipedia is not your press release: What every PR leader in Asia must understand
In recent years, I have noticed a recurring pattern when advising clients across Vietnam and Asia. At some point in almost every reputation discussion, a stakeholder asks a familiar question:…
Are Vietnam’s PR students ready for the workplace?
A public relations student can learn how to write a communication plan, analyze an audience, and explain communication theory. Then comes the first internship. Suddenly, the questions are different. Can…
Women dominate Vietnam’s PR workforce. So why are men still more visible at the top?
In Vietnam’s public relations industry, women are everywhere. They run campaigns, manage clients, advise executives, build agencies, and lead communication teams. In many workplaces, they make up the clear majority…
Vietnamese news often tells autism through families, the autistic child is still rarely heard
A child with autism appears in a news story because treatment was delayed. A mother describes the financial and emotional strain of care. A school is criticized for lacking trained…
Why micro-trends are replacing mega-trends in consumer strategy
For decades, marketing strategies have been built on the assumption that consumer behavior moves in large, predictable waves. We identified mega-trends, projected them forward, and designed campaigns meant to ride…