PRWeek Global Thinktank | Asia-Pacific

VitalStatistics

Population: 87,117,000
Monetary unit: dong (VND)
Capital city: Hanoi
Major languages: Vietnamese
Major religions: Buddhist c. 48%; New-Religionist (mostly Cao Dai and Hoa Hao) c. 11%; traditional beliefs c. 10%; Roman Catholic c. 7%; Protestant c. 1%; nonreligious/atheist c. 20%; other c. 3%
Ethnic composition: Vietnamese 85.7%; Tho (Tay) 2.0%; Thai 1.8%; Muong 1.5%; Khmer 1.4%; Nung 1.1%; Hoa 1.1%; Miao (Hmong) 1.1%; Dao 0.8%; other 3.5%
Age breakdown: under 15, 26.6%; 15–29, 29.8%; 30–44, 22.2%; 45–59, 13.8%; 60–74, 5.3%; 75–84, 1.9%; 85 and over, 0.4%
Life expectancy: male 70.2 years; female 75.6 years
Education: Percentage of population age 18 and over hav- ing: no formal education 9.0%; primary education 29.2%; lower secondary 32.5%; upper secondary 24.9%; incomplete/complete higher 4.3%; advanced degree 0.1%. Literacy (2008): percentage of population age 15 and over lit- erate 93.6%; males 96.1%; females 91.3%
Urban/Rural split: urban 29.6%; rural 70.4%
Income per household (USD): $1,165
Broadband internet users (%): -

Source: Encyclopedia Britannica

Introduction

The Vietnamese economy was the fourth fastest growing in the world in 2010, and rose from 88th place to 78th, according to the Vietnam Business Annual Report 2010, released by the Vietnam Chamber of Commerce and Industry and the World Bank. In that year more than half a million new businesses were set up in this country of 85 million people.

The PR industry is also growing, but from a low base in terms of both size and sophistication. In 2007 it was not even an official business classification; it was simply another word for marketing or advertising. Graeme Domm, communications director at RMIT University Vietnam, says: “The greatest strength of the industry is the relative youth and energy of the people moving into it. They are giving it a tremendous dynamism. There is a willingness to

learn, to experiment, to try new things in the marketplace. However, this is also its greatest weaknesses.”

He continues: “There is not yet a depth of best practice international experience. There remains a strong tradition of simply buying editorial coverage through payments to journalists and other practices which would be frowned upon in most other countries. These practices weaken the credibility of media coverage. People are sceptical about what they read, see or hear.”

He reports that this is gradually changing. Last year RMIT University Vietnam produced its first graduates in ‘Professional Communication’. This, together with the arrival of international PR agencies and the effect of social media is accelerating the development of Vietnam’s PR industry.

Media

Vu Kieu Linh, public relations manager at Intel Vietnam, says: “Television is still the most important medium to reach both the urban and rural audiences. Other than that, social media is becoming increasingly important. Twitter is not as popular as it is in other countries in the region like Indonesia, and Facebook is hardly used, but Zing Me, a local social platform, is very popular.”

Indeed television reaches virtually 100% of the population. The most important channel is the national flagship Vietnam Television, and other notables are Ho Chi Minh Television, VCTV, SCTV, VTC, HTV7, HTV9, VTV1 and VTV3.

Leading print publications are Tuoi Tre, Thanh Nien, Nhan Dan and Sai Gon Giai Phong. There is no trade press to speak of. Similarly, because a large proportion travel to work by motorbike, there is no drivetime radio tradition. The national radio station is Voice of Vietnam. Popular websites are Yahoo!, Google, VN Express, Zing, and 24h.

Major Brands

Major multinationals in Vietnam include Mead , Glaxo-SmithKline, Coca-Cola, Pepsi, Castrol, Norfolk Group, Pfizer, United Pharma, Ford, Unilever, JG Summit Holdings, Procter & Gamble, Johnson & Johnson, Heineken, Audi and Kimberley-Clark.

Ms. Ta Thuy Ha, marketing manager at Kimberley-Clark Vietnam, says: “Milk brands like Vinamilk and Anlene tend to be strong, as do health and hygiene products such as Cross, Brands, Lifebuoy and Glow.”

In recent years, local companies have begun to recognise the value of PR and there have been notable campaigns from Tan Hiep Phat, which produces Dr. Thanh’s tea, Zero degree tea, and Number 1 tonic drink, as well as from Co-op Mart, VinPearl Land, Viet Thai and Vinamilk.

“Over the past few years, we have realised the importance of PR in promoting in our brand,” says Ms. Nguyen Huu Ngoc Tran, acting executive director of marketing at Vinamilk. “We have been investing significantly in consumer education, digital activities, and corporate social responsibility.”

Agencies

Several international groups have set up joint ventures, such as Ogilvy PR Worldwide with T&A-Ogilvy and Fleishman-Hillard with Biz Tequilla. At the same time international advertising companies like JWT, Leo Burnett, Lowe, Saatchi & Saatchi, and Vero have set up PR divisions.