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…
Category: Public relations
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,…
Seeing the unseen: Why real-time brand health matters more than ever in APAC
There is a shift happening quietly across the Asia–Pacific communications landscape, one that every marketer, PR professional, and corporate leader should pay attention to. Today, brand health is no longer…
AI in public relations: Powerful, but is it ethical?
Artificial Intelligence (AI) has dramatically changed the landscape of public relations (PR), allowing PR pros to analyze huge amounts of data, target audiences with precision, and even handle some tasks…