The press remains an important channel for delivering timely and accurate information to the public.
Predicting factors of "noise" and "feedback"
All policies must aim for clarity and transparency so that the people know, discuss, implement, inspect, supervise, and benefit from them. To truly achieve this, policy communication is not just about conveying policies to the people. Policies must be communicated early, from the drafting stage, and feedback should be received so that when the policy is enacted, it can be supported by the majority of the public and be effective in practice.
How can we increase the effectiveness of policy communication to have a profound impact, to change the perceptions and behaviors of the target audience?
A proper understanding and awareness of the communication model and the elements of the policy communication process will help all agencies, including the press, responsible for policy communication to perform their duties effectively.
Around the world , the modern communication model widely used today can be described as follows:
Thus, information originates from the source (the communicator), and after the message is encoded, it is transmitted through communication channels, decoded, and reaches the recipient.
In this context: S (Source) is the source (sender) of the message; M (Message) is the message; C (Channel) is the communication channel; R (Receiver) is the recipient; E (Effect): Effect.
However, this communication process is not simply one-way; it involves an element of "noise" in the flow of information from the source to the recipient, and upon receiving the information, the recipient will provide feedback.
This description asserts that communication is a two-way information exchange process, always taking place within the context of interpersonal relationships, while rejecting the view of absolute influence of communication on the recipient.
With the current explosion of social media, the "noise" factor, which media theorists pointed out decades ago, has become an even more significant and undeniable element, even playing a role in changing perceptions of media reception. This poses major challenges for policy communication; it's no longer simply about one-sided reporting. Listening to and receiving public feedback is essential for developing policies that are relevant to real life.
Objective and multifaceted policy communication.
Social media is a faster and more sensitive platform for reflecting the process of policy reception (especially for draft policies). The "noise" element in the policy communication process on social media is also more pronounced. Furthermore, social media is a place where "feedback" information spreads very quickly, impacting policymakers in return.
With these very characteristics, social media is a place where communication is disrupted, distorted, and in many cases misinterpreted. Not to mention the extremist, subversive, and reactionary elements on social media that influence the perceptions of many people during the process of receiving policy. Looking at the theory of communication models, it is clear that ensuring all steps of the two-way communication process is essential for policy communication to be genuine and effective. In particular, it is crucial to anticipate and pay close attention to the factors of "noise" and "feedback."
Although in many cases, recent experience has shown that policy communication through social media channels is very effective. Many policies are discussed democratically on social media and reach their target audiences more easily. Some policies, thanks to feedback and debate on social media, have helped policymakers adjust them to better suit the requirements and realities of life.
However, as analyzed above, communicating policies through social media also carries many negative aspects that impact the policy recipients' reception process. Therefore, the importance and political nature of policies necessitate identifying appropriate communication channels for policy dissemination.
Prime Minister 's Directive No. 7/CT-TTg, issued in March 2023, "On Strengthening Policy Communication," identified "the press as the main channel." This directive also required ministries, agencies, and localities to "proactively guide and provide accurate and timely information to the press and other media outlets on issues of public concern." The directive also clearly stated the need to "research the commissioning and assignment of tasks to media and press agencies to carry out policy communication in accordance with the requirements and regulations of the law."
Media does not have absolute influence over its target audience, and information about policies conveyed through the press cannot be imposed on them. Therefore, only through objective, multifaceted reporting, receiving and processing feedback on policies to influence the policy-making process, can the press truly fulfill its role and maintain its position as the "mainstream flow."
Policy Communication and Media: The concept of policy in policy communication refers to public policies encompassing measures by the Party and Government that are institutionalized and implemented to address social issues or promote social development. Policy communication is the process of conveying information about the Party and State's policies in specific areas through various channels, with mainstream media playing a key role, to bring policies to the public. This aims to ensure smooth communication between the policy-making entity and the groups benefiting from and affected by those policies in society. This contributes to changing perceptions and ultimately adjusting the behavior and attitudes of policy beneficiaries to align with the interests of each individual, the community, and society as a whole, while remaining consistent with the common good of the nation, the people, and all citizens. However, in the current context, policy communication is not limited to mainstream media; the role of social media in policy communication is becoming increasingly significant. Undeniably, social media has made positive contributions to policy communication, particularly in participating in the critical review process from the policy drafting stage, helping to make policies more relevant to people's lives. However, social media also allows for the spread of inaccurate, unverified, or misinterpreted information that doesn't reflect the views of policy makers. Therefore, the legitimacy and accuracy of the press remain crucial in ensuring its leading role in policy communication. This is clearly demonstrated in the Prime Minister's Directive "On Strengthening Policy Communication," issued in March 2023, which identifies "the press as the main channel." So how can the press maintain its position as the "main channel" in policy communication? These are the concerns we raised in this year's issue commemorating the 99th anniversary of Vietnam's Revolutionary Press Day, with the hope that: the press needs to be given more resources to effectively communicate policies, contributing to the creation of policies that are in line with the people's will and helping to create social consensus.
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