In today’s digital age, social media has become a prominent platform for communication, and organizations around the world are paying attention to reputation management. However, little research has been conducted on social media use in crisis communication in Vietnam. This research aims to bridge that gap by exploring how Vietnamese organizations perceive the use of social media in crisis communication and comparing it to the crisis communication practices in the U.S. By examining these aspects, this study seeks to contribute to the current public relations practice in Vietnam and help practitioners better understand their stakeholders.
And here I thought I should share my research in plain(er) language, so it is more accessible to everyone. All feedback, support and guidance are welcome, and I look forward to learning more from my peers and colleagues. Should you seek more details, you can download the original research article of this post here.
A Review: Vietnam has experienced remarkable growth in digital usage, with social media becoming an integral part of people’s lives. Vietnamese public relations practitioners have recognized the value of social media for marketing purposes. However, when it comes to crisis communication, Vietnamese organizations still rely more heavily on traditional media channels such as press releases or press conferences. Despite stakeholders’ expectations for organizations to be more responsive on social media during crises, there remains skepticism about the effectiveness of social media in crisis response.
The public relations industry in Vietnam faces challenges due to a shortage of competent practitioners. The absence of practical applications in domestic public relations programs leads organizations to send staff abroad to enhance their knowledge. Furthermore, Vietnamese students studying abroad bring Western practices, particularly American ones, to local public relations firms. Given the influence of Western practices on Vietnamese practitioners, examining how American practitioners perceive and use social media in crisis communication offers insights into the potential future practices in Vietnam.
Unveiling the Findings:
- Current Use of Social Media in Crisis Communication
- Vietnamese organizations generally exhibit skepticism toward using social media in crisis communication, preferring traditional media for its perceived safety, controllability, and proven results.
- American organizations, in contrast, view social media as a valuable tool in crisis communication, aligning with communication trends and enhancing their professional image.
- Perceptions of Stakeholders’ Habits
- Both Vietnamese and American organizations recognize that stakeholders actively seek and share crisis information on social media.
- Vietnamese organizations perceive that stakeholders prefer crisis responses to be provided on social media, particularly if the crisis originated on that platform.
- Concerns Regarding Social Media Use
- Vietnamese organizations express concerns about the uncontrollability of social media and its potential negative impact on organizational reputation.
- American organizations also acknowledge social media’s uncontrollability, but they view it as an opportunity for direct stakeholder engagement.
- Perception of Social Media Use in Crisis Communication
- Vietnamese organizations lack confidence in efficiently using social media during crises due to its uncontrollability and their perceived lack of competency in handling the platform effectively.
- American organizations, while using social media in crisis communication, still require more education and training to fully grasp its potential and utilize it effectively.
Applying the Lessons: The comparison between Vietnamese and American practices reveals similarities and differences in perceptions and approaches.
Vietnamese organizations show a cautious attitude toward social media adoption, primarily due to concerns about uncontrollability and their perceived lack of competency in crisis management on digital platforms. However, as social media usage continues to increase in Vietnam, it is expected that organizations will adopt social media more frequently in their crisis communication strategies, influenced by both the popularity of social media among Vietnamese people and the practice of American public relations professionals.
Traditional media remains a crucial communication platform for crisis communication in both Vietnam and the United States. Despite the rise of social media, stakeholders still expect organizations to provide crisis responses through traditional media channels. Vietnamese organizations, in particular, place importance on a combined approach that integrates both social media and traditional media to maximize communication effectiveness.
Furthermore, the study highlights the need for training and education on social media use in crisis communication. Both Vietnamese and American organizations expressed the desire to improve their understanding and competency in utilizing social media effectively during crises. As organizations in Vietnam strive to enhance their crisis communication strategies, investing in training programs and acquiring the necessary skills to navigate social media platforms will be crucial.
Looking ahead, the convergence of social media and crisis communication will continue to shape the practices of public relations professionals worldwide. As technology advances and communication channels evolve, organizations must adapt and stay attuned to emerging trends. It is imperative to strike a balance between the benefits and challenges associated with social media, leveraging its speed, reach, and engagement potential while mitigating risks through effective crisis management strategies.
By considering the findings of this study and staying proactive in their approach, communication and public relations experts in both Vietnam and the United States can navigate the ever-changing landscape of crisis communication in the social media era. As they embrace the opportunities and address the challenges presented by social media, they will pave the way for effective crisis responses, enhanced stakeholder relationships, and ultimately, safeguarded reputations in an interconnected world.
Reference
Ly-Le, T. M. (2020). The use of social media in crisis communication: A Vietnam-U.S. comparison. DeReMa (Development Research of Management): Jurnal Manajemen, 15(2), 153-170. https://doi.org/10.19166/derema.v15i2.2342