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…
Category: Public relations
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…
Why brand trust is now a risk-management issue, not a marketing KPI
For much of the past two decades, brand trust lived comfortably inside marketing dashboards. It was tracked through sentiment scores, brand love indexes, NPS surveys, and perception studies, often reviewed…
Impact relations: Why communicators must move beyond storytelling to meaningful influence in 2026
I’ve spent almost two decades working at the intersection of public relations, communication strategy, and crisis advisory across Vietnam and Asia. And if there’s one truth I’ve learned, it’s this:…
The battle for attention: What video, audio, gaming & digital trust trends reveal about the 2026 consumer mindset
The more digital data I read, the more convinced I become that the real currency of 2026 isn’t impressions, clicks, or reach. It’s attention with intention. People are not consuming…
When crisis hits: Rethinking modern media relations through the lens of 2026 crisis behavior
Every time I teach a crisis communication class or counsel a brand facing unexpected turbulence, I’m reminded of one truth: a crisis doesn’t damage you – your response does. And…
Truth in the age of AI: What 2026 means for PR in Vietnam and Asia
When I first read Worldcom’s 2026 Future of Communications report, my first reaction was: this is not a “future trend” deck anymore – this is our daily reality, just accelerated.…
When everything can be fake: How brands in Asia can defend themselves in the new digital battlefield
The longer I work in communications, the more I realize this: we are no longer just managing messages; we are managing threats. Not the old-fashioned threats – an angry customer,…