Innovation in propaganda and mass mobilization work in state-owned enterprises: Contributing to the successful implementation of political tasks

In the strong flow of innovation and integration of the country, propaganda and mass mobilization work in enterprises increasingly affirms its role as "the source of endogenous strength" ensuring the sustainable development of state economic organizations.

Not only stopping at propaganda, education, and ideological orientation, this work also contributes to forming political mettle, solidarity, corporate culture, and workers' trust in the leadership of the Party and the organization.

The source of inner strength

Propaganda and mass mobilization work is an integral part of Party building work, undertaking the task of propaganda, political and ideological education , creating social consensus, consolidating the trust of cadres, party members and workers in the Party's leadership. Our Party affirms that "Party building is the key, ideological work is the first step, mass mobilization work is the foundation". For the state-owned enterprise sector, where production and business activities are closely linked to the implementation of the Party and State's policies and guidelines, propaganda and mass mobilization work has a special significance: helping to link theory with practice, turning the Party's guidelines into concrete actions in each goal, business activity target, project and emulation movement.

The 13th Party Congress determined: "Strengthening comprehensive Party building and rectification, resolutely preventing and repelling ideological, moral and lifestyle degradation among cadres and Party members, associated with innovation in leadership methods in the political system". This poses an urgent requirement for Party organizations in enterprises: to be more proactive, creative and flexible in propaganda and mass mobilization work, both ensuring political orientation and creating motivation to compete in completing production and business tasks.

In the context of deep integration and strong digital transformation, state-owned enterprises compete not only in terms of capital, technology, and market, but also in terms of culture, values, and trust. Therefore, propaganda and mass mobilization must be seen as a “soft weapon” to build the organization’s political brand, creating a corporate cultural identity imbued with Party spirit, humanity, and modernity.

Innovating the way of doing things, multiplying the strength of Party work

Experience from “Corporations that know how to spread the fire” shows that sustainable success comes from the strength of solidarity, trust and organizational culture – core values ​​that propaganda and mass mobilization work contributes to creating.

At Vietnam Electricity Group (EVN), the movements of "overcoming the sun and rain, not losing to the wind and storm", "only discussing work, not discussing retreat", "not enough work during the day, working at night", "eating quickly, sleeping urgently", "working continuously 24/7", "3 shifts, 4 shifts", "working through Tet, through holidays, through holidays"..., standing side by side, overcoming all challenges, "turning nothing into something, turning difficult into easy, turning impossible into possible" in the construction of the 500kV line 3 are considered symbols of the spirit of skillful mass mobilization, when the whole system turns slogans into actions, turning difficulties into opportunities. The mass mobilization work to launch emulation movements to implement the project has been assessed by Prime Minister Pham Minh Chinh as one of the 6 lessons and important factors contributing to the success of the project. The Prime Minister also said that with the implementation of this project, the image of Vietnam Electricity Group has had positive changes in the hearts of the people. From that success, the spirit of "skillful mass mobilization" of the electricity industry has spread widely, becoming a source of inspiration for many other industries and fields in implementing projects, goals and targets for national development.

Or at Viettel Group, propaganda and mass mobilization work is closely linked with corporate culture, arousing the spirit of "discipline and creativity".

This group builds its corporate culture on the basis of military discipline, while encouraging its staff to participate in emulation movements, motivating them to contribute more to the development of the organization. Viettel has built an effective propaganda system to unify ideology, raise the sense of responsibility of its staff and create motivation to work, contributing to the sustainable development of the enterprise.

Viettel has combined the development of telecommunications infrastructure with propaganda programs to popularize information technology for people, especially in remote areas. Through the "Universalization of Telecommunications" program, Viettel not only installed broadcasting stations but also deployed more than 500 training courses, helping people get acquainted with electronic payments, e-commerce and online public services. By 2024, Viettel had covered 100% of communes nationwide, of which more than 1,000 communes had mobile waves for the first time. The effectiveness of the program is clearly demonstrated by the increase in the rate of people using the Internet in rural areas from 65% (2019) to 89% (2024), contributing to narrowing the digital gap between urban and rural areas. Thanks to that, the rate of officials and employees agreeing with the digital transformation strategy reached 92% - a testament to the effectiveness of ideological work in production and business.

International corporations such as CNPC or ICBC (China) have shown the ability to apply AI, big data, and e-learning to internal propaganda. Every year, the corporation organizes direct/online training courses on Marxism-Leninism, Xi Jinping Thought, and national energy policy. At the same time, it strongly applies digital technology in propaganda, helping cadres and employees easily access political and ideological content. In addition, CNPC uses artificial intelligence (AI) to analyze the level of absorption of propaganda content by employees, thereby adjusting training content more appropriately.

In addition to internal propaganda, CNPC also carries out large-scale mass mobilization work, especially in localities with key oil and gas projects. The Group organizes more than 1,200 dialogues each year with the government and people, transparently providing information on environmental impacts, compensation policies and economic benefits from exploitation projects. CNPC also commits to investing heavily in social security programs, with a total budget of more than 5 billion USD in the past 5 years, building more than 500 schools, hospitals and medical stations in exploitation areas. Thanks to the effective mass mobilization strategy, the consensus rate of people for CNPC's oil and gas projects reaches 92%, helping the Group to quickly implement projects and limit conflicts of interest.

These experiences show that: propaganda and mass mobilization in the digital age is not just about “communication”, but also about “inspiration”, spreading values, arousing a sense of responsibility and collective pride. This is also the approach that many businesses are persistently building in the period 2025-2030.

Challenges in the new transition period

Due to the specificity of the organizational model, scope of operations, new trends in information access, propaganda and mass mobilization work in corporations, state-owned enterprises face many challenges:

The organizational scale of large state-owned enterprises and corporations, spread across regions and the specific characteristics of production and business activities, makes propaganda and mass mobilization work at enterprises always face many challenges. The work of orienting ideology, grasping the ideological situation of party members and workers, as well as supervising the implementation of Party policies and resolutions at the grassroots level sometimes lacks uniformity and is not timely. The team doing propaganda and mass mobilization work at many branches and grassroots party committees mostly holds part-time positions, so the workload is large while time, professional conditions and support tools are limited, leading to low efficiency and uneven spread among units.

In some places, the coordination mechanism between Party work and business tasks is not really connected; propaganda and mass mobilization work is sometimes still considered a supporting task, not fully recognized as a direct tool to serve the completion of political tasks and improve production and business efficiency. This makes the integration of propaganda and political and ideological education with emulation movements, business campaigns or digital transformation not achieve the necessary initiative and creativity.

In addition, although two-way communication channels between workers and Party organizations have been established, they have not yet been fully effective. Reflecting and grasping internal thoughts, aspirations and public opinion is sometimes slower than actual developments, especially in situations requiring quick ideological orientation or handling of sensitive issues. This reality poses an urgent need to innovate the content and methods of propaganda and mass mobilization, increase proactiveness, flexibility, and apply technology in interaction and supervision, in order to ensure that ideological work is always one step ahead, maintaining stability and unity throughout the system.

In particular, in the context of the information explosion, social networks strongly impact the ideology and awareness of workers, "maintaining the ideological foundation" requires the propaganda and mass mobilization team to be more agile and modern, with both political courage and communication skills, and technology understanding. This is the "transformation problem" that many businesses are proactively solving by "digitalizing" Party work in general and propaganda and mass mobilization activities in particular, deploying e-learning training platforms, smart internal communications, towards a multi-dimensional, interactive and measurable propaganda ecosystem.

Practice from BIDV Party Committee: Clear thinking - strong organization - decisive action

BIDV Party Committee currently has nearly 12,000 party members operating in 242 grassroots party organizations nationwide - a large-scale bank party committee in the state-owned enterprise sector, directly under the Government Party Committee.

At the Bank Party Committee, propaganda and mass mobilization work has become a "bridge" connecting the Party with the practical implementation of business tasks, spreading the spirit of responsibility and creativity, for the goal of "BIDV - GROWING GREEN".

After transforming the system-wide model, propaganda and mass mobilization work at BIDV continues to be implemented comprehensively, systematically and in-depth, closely following the direction of the Party Committee at higher levels. The highlight is that propaganda and mass mobilization activities are always closely linked to the bank's core tasks such as business development, digital transformation, green transformation, implementing major policies of the Party and State such as streamlining the apparatus, evaluating and arranging staff, building corporate culture.... It is this skillful integration that has contributed to enhancing political mettle, sense of responsibility, and solidarity throughout the system, creating a strong spiritual motivation to help BIDV successfully complete its political and business tasks.

The work of advising, guiding, studying and implementing resolutions has been carried out seriously and systematically by the BIDV Party Committee. During the period of 2022-2025, the entire Party Committee has organized 25 conferences to study and implement resolutions, action programs, and plans to concretize the Party's policies, with thousands of cadres and party members participating through the online conference system. Many topics have been deployed promptly and practically, linked to the actual operations of the bank, in which the most prominent is studying and following Ho Chi Minh's ideology, morality and style with many topics directly linked to the Bank's annual operating motto. In addition, BIDV Party Committee has also proactively issued many specialized directives and resolutions such as Directive 202-CT/DU on corporate culture practices, Resolution 26-NQ/DU on the program "BIDV - Accompanying for the homeland's sea and islands"..., clearly demonstrating the role of guiding ideology and organizing action of the Party Committee in the whole system.

Propaganda work has been strongly innovated in both content and method. BIDV has applied digital technology extensively in propaganda work, improving the effectiveness of internal communication. Information channels such as BMedia, BIDV Zone, Development Investment newsletter, BIDV TV... have increasingly promoted their influence, helping to increase the amount of political and ideological news, articles, and videos by 30% compared to the previous year. New forms of propaganda such as minigames, online discussions, political talkshows, resolution learning clips... have been deployed creatively and vividly, helping political content become closer and easier to spread. In particular, the movement of writing political essays to protect the Party's ideological foundation has developed vigorously: in just three years, BIDV cadres and party members have submitted more than 2,200 entries to the Golden Hammer and Sickle and Protecting the Party's Ideological Foundation contests - more than double the previous period.

The work of fighting to protect the Party's ideological foundation, refuting wrong and hostile viewpoints and grasping public opinion has been carried out synchronously and effectively. BIDV Party Committee has completed Steering Committee 35, the secretariat and a network of more than 240 social opinion collaborators working part-time, regularly updating the ideological situation and public opinion of cadres and workers. The model of "Reporter - propagandist cum social opinion collaborator" was built and operated effectively by BIDV, becoming a bright spot highly appreciated by the Party Committee at higher levels.

Political theory training and fostering work continues to be maintained regularly and increasingly professionally. In the past two years, BIDV has organized 50 political theory training and fostering classes with more than 5,500 students, including elementary, intermediate, Party awareness and new party member training classes. Combining political training with updating management skills, digital transformation and corporate culture helps each cadre and party member to be both steadfast in ideology and good at expertise - demonstrating the spirit of "BIDV party members taking the lead in action".

Mass mobilization work has many innovations, closely linked with emulation movements, corporate culture and social security. In 2024, the number of directive documents on mass mobilization work increased by 30%, the "Skilled Mass Mobilization" movement was deployed throughout the system, up 25% compared to the previous year. BIDV Party Committee strongly launched patriotic emulation movements, combined with action programs for the community such as "80 peak days of completing business tasks", "BIDV For a radiant Vietnam"... Along with that, the implementation of the Grassroots Democracy Regulations, strengthening dialogue and coordination between the Party Committee with the Trade Union and the Youth Union were maintained in a regular manner, helping to strengthen the close relationship between the Party - enterprises - workers, creating a positive political atmosphere throughout the system.

BIDV Party Committee launched Campaign A80 - "BIDV For a Radiant Vietnam" as a propaganda - mass mobilization movement that deeply connects political tasks and business activities. This is not only a brand communication activity but also an action program with profound ideology: each Party cell and each unit is assigned specific emulation targets associated with achievements in welcoming the 15th BIDV Party Congress, in which propaganda, business emulation, digital transformation and social security are deployed synchronously. Campaign A80 not only arouses a vibrant competitive spirit but also contributes to transforming propaganda - mass mobilization work into concrete action strength, creating a positive political atmosphere throughout the system. Thereby, the image of "BIDV Party member" becomes a symbol of pioneering spirit, dedication and contribution.

Overall assessment, the propaganda and mass mobilization work at BIDV Party Committee in the period of 2022-2025 has made comprehensive progress in terms of scale, quality and efficiency. Thanks to the leadership of the Party Committee Standing Committee, the initiative and creativity of the Propaganda Department, propaganda and mass mobilization activities have been truly linked to reality, spread widely, contributing to strengthening political capacity, enhancing the sense of responsibility and arousing the desire to contribute in all cadres, party members and workers. For 4 consecutive years, BIDV Party Committee has been classified as having completed the XSNV, and for 2 years 2023 and 2024 it has been an outstanding unit.

Solutions to improve the quality and effectiveness of mass propaganda work: Innovation to spread - Modernity to persuade

From the implementation practice at BIDV and lessons learned from experience at a number of large corporations and enterprises, it can be seen that improving the effectiveness of propaganda and mass mobilization work in enterprises needs to be approached in a comprehensive and systematic manner, with five key groups of strategic and long-term solutions.

First of all, propaganda and mass mobilization work needs to be integrated into the business development strategy, becoming an important pillar along with business goals. Each target and production and business plan must not only be linked to financial efficiency but also to political, ideological and cultural criteria. BIDV is gradually building a set of "propaganda and mass mobilization effectiveness" indexes that reflect the level of awareness, consensus and dedication of cadres, party members and employees - thereby turning political and ideological values ​​into a driving force for real development.

Second, it is necessary to innovate the content and methods of political communication, ensuring attractiveness, modernity, and closeness to workers. The multi-platform internal communication ecosystem is being strongly developed by enterprises such as BIDV, VNPT, Viettel..., including internal social network channels, Party Landingpage, "Thought & Action" videos... The application of digital technology allows for fast and intuitive information transmission, while encouraging storytelling, short videos, and infographics of resolution content, helping political information not to be dry but to become vivid, easy to receive and widely spread.

Third, professionalizing the team doing propaganda and mass mobilization work is considered a key factor. BIDV determines to develop a "dual human resource" - both strong in political theory and good at communication, data and digital technology. Training, fostering, updating propaganda skills, digital skills and the ability to grasp public opinion are regularly deployed, creating a foundation for the team of reporters and social opinion collaborators to promote their core and core role in ideological orientation and positive communication in each region.

Fourth, it is necessary to strengthen the mechanism of inspection, supervision and substantive evaluation. Applying technology to measuring the effectiveness of propaganda - such as monitoring the level of interaction and paying attention to feedback on internal platforms - helps BIDV Party leaders promptly grasp the ideological situation, public opinion and consensus in the entire system. In parallel, periodic surveys on political awareness, corporate culture and sense of responsibility are regularly organized, becoming an effective management tool to help propaganda and mass mobilization go hand in hand with modern management transformation.

Finally, it is necessary to promote emulation movements and replicate the model of "smart mass mobilization", considering this as a vivid practice environment for propaganda work. Movements such as "Words go hand in hand with actions", "Smart mass mobilization - real efficiency", "Each party member has a beautiful action" are deployed in conjunction with business plans, digital transformation and social security activities, creating a competitive motivation to spread the spirit of responsibility, innovation and creativity throughout the system.

At the same time, business Party Committees need to create mechanisms for Party members to play a pioneering role in professional work, "Party members set an example", and take the lead in professional fields. For leadership positions, Party members need to proactively propose initiatives and improve work processes to improve service quality and production and business quality.

These groups of solutions not only contribute to improving the effectiveness of propaganda and mass mobilization work but also provide important orientations for state-owned enterprises to innovate the Party's leadership methods in the context of digital transformation, integration and sustainable development.

From ideological work to development motivation

In every historical period, our Party has always affirmed that the strength of the Vietnamese revolution originates from the strength of the people, from their faith and their desire to contribute. In enterprises – where party members are both workers and instigators, propaganda and mass mobilization work is the “blood” that nourishes that faith.

Practices in large state-owned enterprises and corporations show that when propaganda and mass mobilization work is implemented synchronously, creatively and closely linked to political tasks, production and business efficiency is improved, and the spirit of solidarity, responsibility and the desire for innovation spread throughout the system. This is a vivid proof of the truth: "Strong Party work, strong organization, sustainable business development."

Source: https://baoquocte.vn/doi-moi-cong-tac-tuyen-giao-dan-van-trong-doanh-nghiep-nha-nuoc-gop-phan-thuc-hien-thang-loi-nhem-vu-chinh-tri-332608.html