Vietnamese public relations practitioners: Perceptions of an emerging field

Our exploratory research into contemporary PR practice in Vietnam is underpinned by 12 semi-structured interviews with senior Vietnamese PR executives from various agencies. We selectively use professionalism as an underlying theoretical framework to explore key areas of PR as a profession in Vietnam by considering the impact of environmental variables such as culture and the media system. This paper provides a current snapshot of how an industry introduced by Western multinational corporations has adapted to the Vietnamese context.Demand for PR in Vietnam is still mostly driven by multinational corporations to promote products through media relations. Many Vietnamese companies are unsure about investing in PR due to a limited understanding of what it is, misperceiving the practice as advertorial placement due to a widely entrenched "envelope culture". We have found interpersonal relationships during and outside of official work hours are highly valued for effective PR practice, and that clients mostly rely on agencies to implement execution rather than advise on long-term strategies. Our findings underscore the need for the establishment of a professional association and more PR training courses to increase understanding about the relatively new Vietnamese PR industry and guide its future development.