Little research has explored the use of social media in PR or crisis communication in a Vietnamese setting, and even fewer studies were dedicated to exploring the stakeholders' viewpoint. Nonetheless, social media for the Vietnamese people has gained growing importance, and in the past 5 years, Vietnam has seen many company-or brand-crises that started on social media, and some organizations have begun to use social media for crisis response. Therefore, this research examines the use of social media for crisis communication in Vietnamese organizations from a stakeholder's viewpoint. By using the networked crisis communication theory (NCCT) and through a survey with 370 people in Vietnam, this research aims to understand how Vietnamese stakeholders perceive the organizations' effort of using social media in crisis response and what the stakeholders think the organizations should have done with social media during crises.
<p>A better understanding of entrepreneurship in different sectors and its motivations, roles, and challenges offer new opportunities for entrepreneurs to start their business and participate in the national and global economy. This research studied the different entrepreneurial factors that influence the growth stage of public relations companies in Vietnam. In particular, the research examined how the founder's role shifted during the growth stage, and the motivations behind the founder's decision to retain or release their control in this stage. Using the inductive, grounded theory approach to explore the decision of a founder in Vietnam’s public relations industry during a company’s growth stage, this study found that public relations founders in Vietnam are generally driven by the accomplishments and challenges picked up from their entrepreneurial journey. Their journey mainly revolves around managerial experience, as the managerial tasks would be more complicated and require better managerial skills to address the challenges. They are also open to delegating their role to a professional manager, who already possesses the required management skills, to support the business.</p><p><em><strong>Abstrak dalam Bahasa Indonesia.</strong> Pemahaman yang lebih baik tentang kewirausahaan di berbagai sektor dan motivasi, peran, dan tantangannya menawarkan peluang baru bagi pengusaha untuk memulai bisnis mereka dan berpartisipasi dalam pembangunan ekonomi nasional dan global. Penelitian ini mempelajari faktor-faktor kewirausahaan yang mempengaruhi tahap pertumbuhan perusahaan Public Relation di Vietnam. Secara khusus, penelitian ini meneliti bagaimana bergesernya peran pendiri dalam beberapa tahap pertumbuhan, dan motivasi di balik keputusan pendiri untuk mempertahankan atau melepaskan pengaruh mereka pada tahap tertentu. Penelitian ini menggunakan pendekatan induktif, </em>grounded theory<em> untuk mengeksplorasi keputusan seorang pendiri pada industri </em>Public Relation<em> di Vietnam selama tahap pertumbuhan perusahaan, penelitian ini menemukan bahwa pendiri umumnya didorong oleh pencapaian dan tantangan yang diambil dari perjalanan kewirausahaan mereka. Perjalanan mereka terutama berkisar pada pengalaman manajerial,Tugas manajerial akan lebih rumit dan membutuhkan keterampilan manajerial yang lebih baik untuk mengatasi tantangan. Mereka juga terbuka untuk mendelegasikan peran mereka kepada manajer profesional, yang telah memiliki keterampilan manajemen yang dibutuhkan, untuk mendukung bisnis.</em></p>
<p>Social media has proliferated into the everyday life of Vietnamese people. As a result, in the past years, Vietnam has seen many organizational crises that started on this platform. Social media has proven to be able to foster crises, thanks to open platforms that allow for relatively free discussion among strangers with common interests. Nonetheless, Vietnamese organizations have often ignored or underutilized these channels in their crisis communication efforts. Organizations prioritize using traditional media in their crisis communication efforts and paid little to no attention to social media outlets, even if the crisis had started on social media channels. Through a survey with experienced Vietnamese PR practitioners, this research aims to understand this trend of crisis management and explore the perception of Vietnamese organizations toward the use of social media in crisis communication.</p><p><em><strong>Bahasa Indonesia <em><strong>Abstrak</strong></em></strong>: Media sosial telah menjamur ke dalam kehidupan sehari-hari rakyat di Vietnam. Akibatnya, dalam beberapa tahun terakhir, Vietnam telah melihat banyak krisis organisasi yang dimulai pada platform ini. Media sosial telah terbukti mampu menumbuhkan krisis, berkat platform terbuka yang memungkinkan diskusi bebas untuk kepentingan bersama. Meskipun demikian, organisasi di Vietnam sering mengabaikan atau kurang memanfaatkan saluran-saluran ini dalam upaya krisis komunikasi yang mereka alami. Organisasi lebih memprioritaskan menggunakan media tradisional dalam upaya menanggulangi krisis komunikasi mereka dan sedikit memberikan perhatian kepada outlet media sosial, bahkan jika krisis telah dimulai pada saluran media sosial. Melalui survei yang dilakukan oleh praktisi PR di Vietnam yang berpengalaman, penelitian ini bertujuan untuk memahami tren manajemen krisis ini dan mengeksplorasi persepsi organisasi di Vietnam terhadap penggunaan media sosial dalam komunikasi krisis.</em></p><div id="gtx-trans" style="position: absolute; left: -32px; top: 211px;"> </div>
Abstract:In Vietnam, many government announcements have gathered negative receptions from the public. Among them, Ms. Nguyen Thi Kim Tien, Vietnam Minister of Health, has received more of it. Through the case study of Ms. Kim Tien's many scandals during the 2013-2014 period, this study is interested to see if the health scandals eventually elevated into a government crisis, how they affected the minister's reputation, and what she could have done to better respond to the public. This study examined news articles on such health scandals to confirm whether the health scandals indeed escalated to be a government crisis. It also identified the advantages and disadvantages of Ms. Kim Tien's responses in restoring her reputation to the public to understand what factors contributed to public dissatisfaction toward the minister. This study concluded that poorly-managed health scandals eventually elevated into a government crisis and greatly affected the minister's reputation. It is suggested that PR is what the government needs to deal with such situations. The research also leaves room for a quantitative approach to the case to increase the result's validity and representativeness. Until now, as the health issues and the resignation appeals are still needed, the crisis management effort should get more attention from the government, and such study is needed to better understand the situation
<p>Despite the emergence of social media in many aspects of Vietnamese lives, including marketing and promotional activities, Vietnamese organizations have used little social media in their crisis communication efforts. The organizations are hesitant to adopt social media in crisis communication and prefer to use traditional media because of its controllability and professionalism. However, with the increasing number of organizational crises that started on social media in the past years, it is arguably that Vietnamese stakeholders use social media as one of their main communication channels during crises. Should the organizations use social media in response? Through a series of interviews to PR practitioners and stakeholders in Vietnam, this research aims to find out the similarities and gaps in the perception of social media use for crisis communication between these two groups, and to guide a crisis communication practice that is appreciated by stakeholders.</p><p> </p><p><strong>Bahasa Indonesia Abstrak: </strong>Meskipun<em> munculnya media sosial dalam banyak aspek kehidupan Vietnam, termasuk kegiatan pemasaran dan promosi, organisasi Vietnam telah menggunakan sedikit media sosial dalam upaya komunikasi krisis mereka. Organisasi ragu-ragu untuk mengadopsi media sosial dalam komunikasi krisis dan lebih suka menggunakan media tradisional karena pengendalian dan profesionalisme. Namun, dengan meningkatnya jumlah krisis organisasi yang dimulai di media sosial dalam beberapa tahun terakhir, dapat dibilang bahwa pemangku kepentingan Vietnam menggunakan media sosial sebagai salah satu saluran komunikasi utama mereka selama krisis. Haruskah organisasi menggunakan media sosial sebagai jawaban? Melalui serangkaian wawancara kepada praktisi PR dan pemangku kepentingan di Vietnam, penelitian ini bertujuan untuk mengetahui persamaan dan kesenjangan dalam persepsi penggunaan media sosial untuk komunikasi krisis antara kedua kelompok ini, dan untuk memandu praktik komunikasi krisis yang dihargai oleh para pemangku kepentingan. .</em></p>
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