President Le Bros, Director of Swinburne University Vietnam shows how to prevent media crisis

In the discussion session on the topic "Businesses at a crossroads: How to understand "smart solutions" correctly? " at VSMCamp and CSMOSummit 2023, entrepreneurs asked questions about how to handle a crisis when attacked by "dirty media" when businesses only have limited resources.

From his experience in handling media crises, Mr. Hoang Viet Ha, Director of Swinburne University Vietnam, offers a solution: “ First, we must analyze the causes of dirty media. Don’t rush to deal with it. The first thing to handle and prevent dirty media from “recurring” is internal reform. You yourself must have the deepest understanding of yourself, from core values to the company’s mission .”

In addition, Mr. Hoang Viet Ha also emphasized the need to review the salary and bonus mechanism, operating plan, and training to maintain stability and consistency from its own personnel. If the company is good internally, it will automatically spread to the outside and gradually form a word of mouth communication line, creating a sustainable block, with no room for dirty media to "interfere".

Speakers sharing at VSMCamp and CSMOSummit 2023 events.

Mr. Viet Ha also gave an example of the film Southern Forest Land falling into a media crisis due to the contribution of "dirty media".

He said that when the film was "attacked" on social media, many influential people in the community spoke up with their fair comments and shares. And the cost for this positive sharing was 0 VND. Immediately after the shares from such prestigious and influential people, the media "turned around" in a more positive direction.

“ It is not true that good companies will not be attacked by bad media. However, in times of seemingly chaotic misinformation, we will see many prestigious and influential people appear to share good information about us. That is the effect of creating core values, ” said Mr. Hoang Viet Ha.

Mr. Le Quoc Vinh - Vice President of CSMO Vietnam, President of Le Bros continued to use a specific example from the movie Southern Forest Land to propose a solution to handle the media crisis.

Mr. Vinh commented that among those who promote negative information to spread on social networks, "very few people have real experience". But they feel that false information, negative information is convincing and they think it is true.

“And the most interesting thing is probably this majority group. They are people who have no information. They only speak up when the issue touches their prejudices. And there is no information for them to verify ,” said Mr. Le Quoc Vinh.

Mr. Le Quoc Vinh shares how to handle media crisis.

President Le Bros called this a gap in information, and pointed out that the major mistake belongs to the media, when allowing ambiguous gaps to be exploited, unintentionally creating opportunities for dirty media to develop.

If from the beginning, the media person is transparent, empathizes with the audience they want to target, provides them with necessary information, and "fills" information gaps, there will be no room for dirty media, no room for crisis.

" So doing communication is not about "just saying what you know" or showing off everything that is good. That way you won't reach the target audience, but will create an information gap. The person doing communication must understand that the audience they want to target has different feelings and understandings about their company and products.

To solve the problem of "communication gap", communicators should provide them with appropriate and complete information, without rambling.

But to do that we have to be real. If we do it wrong, going against the original value, then the information gap will appear immediately , "President Le Bros emphasized.

Trinh Trang

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