The Development of Vietnam’s Public Relations Industry

Purpose – Being a relatively new industry in Vietnam, records on the emergence of public relations practices in Vietnam are limited. The current study will focus on key milestones in the evolution of the public relations industry in Vietnam, major cultural and economic factors that shape current practices, and the ways in which these factors will influence the industry’s future growth. Design/ methodology/ approach – This paper adopted library research and expert interview as its methodologies. Findings – Public relations in Vietnam is diverse and influenced by both Western practices and the local culture. As more companies are considering the use of public relations, and more students and journalists seek to join the field, the industry is emerging rapidly, promising changes and development in the field. However, public relations practice in Vietnam is still marketing-oriented, one-way, and may not be effective in reputation management. Public relations firms in Vietnam need a common standard that is based on the standards of global and local public relations. Practical implications – The research adds to the limited scholarly research on the development of the public relations industry in Vietnam by providing useful information about the industry’s background, growth, and the future directions. Keywords: PR industry, public relations, public relations practice, Vietnam