Public relations work in the digital age

QTO - It's readily apparent that many Facebook pages and Zalo groups in residential areas are the "starting points" for mass mobilization work in the digital age. While previously, "going door-to-door" to convey the Party's guidelines and policies, and the State's laws and regulations was the motto of mass mobilization workers, now a significant portion of this work takes place online, where citizens can connect with officials via smartphone every day.

During the implementation of the Van Ninh-Cam Lo Expressway project, the intersection of National Highway 9 with the expressway in Nam Hieu village, Hieu Giang commune, was a key area for land clearance and resettlement, affecting 80 households. The mobile phone of the village head, Le Van Mao, constantly received new messages in groups such as "Nam Hieu Village Committee," "Nam Hieu Village Party Branch," "Tan Truc Residential Area," and "Road 9 Residential Area"...

Besides village meetings, the village's Zalo group system is used as a "digital channel for mass mobilization." All new documents, dialogue schedules, compensation policies, and resettlement plans are updated promptly on the village's Zalo groups; questions from residents are immediately recorded so that the Front Committee, Party branch, and village head can directly explain or forward them to the relevant authorities for answers.

"Every feedback received on the Zalo group is considered an informational signal for officials to go to people's homes to dialogue, listen, and resolve issues at the grassroots level. If people access information through word of mouth or unverified posts on social media, even a small misunderstanding can become a bottleneck for the entire project."

Through village-level Zalo groups, residents receive complete and timely information; concerns are addressed immediately; and many complaints arising from a lack of information are handled promptly. Many exemplary officials and Party members take the lead in handing over land for construction. More importantly, the consensus of the people has contributed to ensuring the progress of land clearance for the project, helping to bring this key national project to completion on schedule," shared Le Van Mao, Head of Nam Hieu Village, Hieu Giang Commune.

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Le Van Mao, head of Nam Hieu village in Hieu Giang commune, held a meeting with residents to discuss bringing clean water to the residential area and resettlement area for the highway project - Photo: TH

Practical experience in mass mobilization work in Nam Hieu village, Hieu Giang commune shows that with the Party branch committee, the Front Committee, mass organizations, and the village head working together, mass mobilization on the internet has become an extension of traditional mass mobilization. In the digital age, where official information precedes and officials proactively listen to the grassroots, social media will no longer be a source of hotspots, but will become a bridge connecting the Party's will with the people's hearts.

This also serves as vivid evidence of a new requirement for mass mobilization work in the new era: to create social consensus, one must first be present where people are listening, exchanging ideas, and expressing their thoughts every day. Mass mobilization in cyberspace does not replace traditional mass mobilization, but it extends the spirit of "being close to the people, understanding the people, respecting the people, and serving the people" in a method suitable for today's pace of life.

Tran Vu Minh, Deputy Secretary of the Party Committee of Hieu Giang commune, shared that in reality, many incidents at the grassroots level originate from social media posts: some people express frustration over slow administrative procedures; others post images of environmental pollution; some complain about officials' inappropriate behavior... If the government and political system consider these as merely "online issues," the gap with the people will widen. Conversely, when officials proactively approach, verify, and publicly disclose the results of the handling process, social media becomes a very effective channel for spreading trust.

“In many villages, the model of community Zalo groups is proving very effective, providing a platform for officials and Party members to listen more to the people. The feedback from the people, whether accurate or not, serves as a signal for the Party committee, government, Fatherland Front, and local political and social organizations to review their management and administration. President Ho Chi Minh once advised: 'Skillful people mobilization leads to success in everything.' From the information shared on social media, when people feel their voices are heard and their requests are addressed, trust is built from even the smallest things,” added Tran Vu Minh, Deputy Secretary of the Party Committee of Hieu Giang commune.

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Source: https://baoquangtri.vn/chinh-polit/202606/cong-tac-dan-van-thoi-dai-so-b042f20/