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cover of episode E50: Patriotism and PR disasters: What global brands MUST know about Vietnam

E50: Patriotism and PR disasters: What global brands MUST know about Vietnam

2025/5/6
logo of podcast You Don't Know Vietnam

You Don't Know Vietnam
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I
Ian Paynton
M
Minh Duc
Topics
Minh Duc: 作为一名在越南从事公关工作的人，我认为在2025年这个特殊的年份，爱国主义将是媒体关注的焦点。外国品牌如果想进入越南市场，需要特别注意这一点。仅仅表达对越南的喜爱是不够的，更重要的是要展现出真诚的意图和对越南文化的尊重。如果品牌不小心触犯了越南人民的民族自豪感，可能会面临严重的抵制，甚至被迫退出市场。因此，在与越南形象相关的事务上，务必谨慎行事，仔细检查每一个细节。此外，与越南媒体建立良好的关系至关重要，这不仅有助于品牌宣传，还能在危机发生时提供支持。要做到这一点，需要保持双向沟通，互相支持，并以真诚的态度对待每一位记者，将他们视为朋友而非仅仅是工作伙伴。 Ian Paynton: 我认为对于全球品牌来说，理解越南的文化背景和价值观至关重要。在2025年这个特殊的年份，品牌需要更加敏感地对待越南的民族自豪感。仅仅利用民族自豪感是不够的，品牌需要真正热爱越南并展现真诚的意图。此外，与越南媒体建立良好的关系至关重要，这不仅有助于品牌宣传，还能在危机发生时提供支持。要做到这一点，需要保持双向沟通，互相支持，并以真诚的态度对待每一位记者，将他们视为朋友而非仅仅是工作伙伴。

Deep Dive

Chapters
This chapter explores the recent changes in Vietnam's media landscape, highlighting the shift in newspaper affiliations with government ministries and the resulting uncertainty for PR professionals. It emphasizes the importance of understanding the evolving dynamics for effective communication.
  • Restructuring of Vietnamese newspapers' affiliations with government ministries
  • Uncertainty and transition in the media landscape
  • Need for PR professionals to closely monitor changes

Shownotes Transcript

On the 50th episode of You Don't Know Vietnam, we talk to PR expert Minh Duc, who shares why 2025 is such a big year for Vietnam's PR and media sector. He reveals what you need to know about Vietnamese patriotism as a global brand and how you can avoid a big, ugly PR scandal. He also talks about how "social seeding" can be used to shift the online narrative in Vietnam (maybe more than you might expect!) and how you can build a good relationship with Vietnamese media professionals. He gives tips for global brands entering the market who want to make an impact and describes what he would do with a $100,000 PR spend vs his approach for limited budgets. 

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If you enjoy this conversation or think someone in your network could find value in it, please share it and hit follow to get notified when the next episode drops. This podcast is brought to you by We Create Content), the content marketing agency that builds audiences for global brands in Vietnam. You can follow our host, Ian Paynton, on LinkedIn), and follow the podcast on Instagram), TikTok) and X). A special thanks to DJ Jase at The Beats Saigon for the soundtrack, and to YOU for listening.