What are media students lacking?

Senior Marketing Director and Director of Communications and External Relations, Phu Nhuan Jewelry Joint Stock Company (PNJ) Nguyen Khoa Hong Thanh pointed out the current shortcomings of media students and suggested the content that the school needs to supplement.

Mr. Nguyen Khoa Hong Thanh spoke at the seminar

PHOTO: INDEPENDENCE

At the seminar "Media Training from Innovation to the New Era" organized by Thanh Nien Newspaper this morning, December 9th, Mr. Nguyen Khoa Hong Thanh, Senior Marketing Director and Director of Communications and External Relations, Phu Nhuan Jewelry Joint Stock Company (PNJ), pointed out the shortcomings of current media students.

From the reality of teaching at universities and being a direct user of the media staff, Mr. Nguyen Khoa Hong Thanh pointed out that the current media staff are not concerned with writing skills but what they lack is strategic thinking and systematic thinking.

Mr. Hong Thanh said that most of PNJ's current communications staff have studied economics , are knowledgeable about business, and can read data, so they have strategic thinking to serve the business.

"If you do communications just to write content, only look at KPIs like or "comment" or share, you will be eliminated quickly. You must focus on the business's goal of learning to sell products and making customers love them," said this expert.

From there, Mr. Hong Thanh pointed out the most important but most lacking capacities in the current labor market:

• Entrepreneurial Mindset: Entrepreneurial mindset; Understand the business goals of the enterprise; Effectively link communication activities to contribute to the business performance of the enterprise.
• Storytelling: Telling business/brand/product stories with insightfulness and multi-customer, multi-channel.
• Tech Agility: Quickly adapt to new technologies such as AI tools, automation, etc. applied to communication activities. Grasp emerging platform trends.
• Data-Driven Decision Making: Measure campaign effectiveness with data; Optimize budget based on insights from data; make decisions from digital data.
• ESG & Purpose-driven Communications: Authentic storytelling about social impact; Sustainable trends in communications.

From a business perspective, according to Mr. Nguyen Khoa Hong Thanh, media training programs at universities need to change the theory/practice ratio and content so that graduates can immediately meet job requirements.

Background knowledge is extremely important, lecturers need to act as coordinators so that when students learn background knowledge (30%), they can be coordinated to quickly catch up with the needs of businesses and the market. At the same time, understanding psychology is especially important, this is something that graduates still lack.

"Schools need to supplement the skill set as mentioned so that students can meet market trends and business demands. Increase joint projects between schools and businesses so that students can directly participate in real projects, real budgets, lessons and practical skills," Mr. Hong Thanh expressed.

Source: https://thanhnien.vn/sinh-vien-nganh-truyen-thong-dang-thieu-hut-nhung-gi-185251209114902939.htm