PR Industry in Vietnam
Le Tran Bao Phuong
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In Vietnam, although PR practitioner in client-side and agency-side, event PR freelancers also need PR association, they have no one.
Vietnamese PR practitioners have not been able to be gathered due to lack of the qualified advocacy/proponent, no commitment of contribution of time and financial resources, especially due to benefit conflict. Remember that in-house practitioner is the client of PR agency practitioners in Vietnam, so they have conflicted benefits which could not be harmonized well. They could not be allies in the PR association.
Moreover, there is no excellent proponent to call for establishing PR association in this country. The proponent is expected to be very successful in his PR business and owns high academic qualifications in public relations. There is still no man like that this time. That are two typical reasons that could explain why establishing PR association is too difficult.
The study suggest thats Vietnamese Government should be the advocacy to establish PR association to overcome these issues. It is hoped that Vietnam will be able to shape its way to give birth of an excellent and professional PR organization in future.
The study also identifies challenges which PR practitioners in Vietnam are facing up in their works and if they need a PR professional organisation to support them to enhance their career development or not.
Finally, the study shows what the PR professional organization is expected to contribute to the PR industry and business environment of Vietnam.