The public relations job market amidst the digital wave.

(Dan Tri Newspaper) - Public Relations (PR) plays a crucial role in helping businesses build positive relationships with the public and create a sustainable brand image. In the context of rapidly developing digital media, the PR profession is undergoing many changes.

The context and trends of the PR profession

The digital media era is profoundly changing how people receive and disseminate information, thereby directly impacting corporate PR strategies and the entire public relations industry.

Public relations helps businesses build their brand image (Image: Pngtree).

The explosion of the internet and social media has created a major turning point. According to the Digital 2025 Vietnam Report (We Are Social & Meltwater), as of January 2025, Vietnam will have 76.2 million social media users (75.2% of the population), making social media the primary communication channel but also presenting many challenges. This forces PR professionals to flexibly combine digital platforms and traditional channels to enhance communication effectiveness.

Simultaneously, the explosion of information technology has brought about many new trends such as livestreaming, short videos , the content creator market, and the application of artificial intelligence (AI) in communication. Those working in PR need to constantly update their knowledge, hone their skills, and cultivate creative thinking to adapt to the rapidly changing digital media environment.

Job market demand in the public relations industry.

RMIT applies technology in teaching, helping students become familiar with the practical requirements of the profession (Photo: RMIT Vietnam).

With the expansion of digital media, the demand for personnel in the PR industry is increasing sharply and becoming an attractive option for many young people due to high recruitment demand, competitive salaries, and clear career advancement paths.

In a competitive economic environment and with information spreading at breakneck speed, businesses are increasingly emphasizing the role of PR in brand image management, public engagement, and crisis communication handling. Consequently, the demand for PR professionals is also increasing. According to a JobsGO report, the number of job postings in the Communications, PR, and Advertising sector in the first quarter increased by 105.2% compared to the same period last year.

Regarding income, according to a survey by VietnamWorks, the common salary range for PR specialists is 20.9 - 24.4 million VND/month, and can be higher for positions with more experience or in large corporations. In terms of career path, those working in communications can advance to management positions such as customer relationship manager, brand manager, or customer service director.

Overall, job opportunities in the PR industry are growing steadily and are full of potential. To seize these opportunities, pursuing a practical training program that keeps you updated on digital communication trends will give you a significant competitive advantage in the job market.

If you want to learn more about the specific jobs in this field, you can read more in the article "What do you do in Public Relations?".

What makes PR training at RMIT different?

Students majoring in Professional Communication at RMIT interact with their lecturers during class (Photo: RMIT Vietnam).

If you are interested in the field of PR, students can consider the Bachelor of Professional Communication program at RMIT Vietnam. The program is taught entirely in English over 3 years by a team of international lecturers with extensive experience in academics, research, and practice. According to the QS World University Rankings by Subject 2025, RMIT is ranked 6th in Australia for communication and multimedia.

The program comprises three main majors (Advertising, Digital Communication, Public Relations) and five minors. Students can flexibly combine these majors to build a personalized learning path that aligns with their career aspirations from their first year.

The training program provides a solid theoretical foundation and comprehensive skills, ranging from communication strategy and content creation to stakeholder management. Alongside academic knowledge and professional expertise, students are trained and developed in creative thinking, social awareness, and multi-skills to enable them to adapt well to the working environment of the professional media industry – a field that is constantly changing.

In the context of current globalization, the program also equips students with global thinking skills, helping them access the practical aspects of the international media industry while flexibly applying the latest knowledge and trends to the Vietnamese market.

RMIT also applies the Work Integrated Learning (WIL) method in teaching, learning, and assessment to help students hone their professional skills while still in school. Students have the opportunity to participate in real-world projects, internships, and handle communication scenarios with businesses.

With its extensive network of partnerships, RMIT offers students the opportunity to meet and work with representatives from leading agencies such as TBWA, GroupM, international NGOs like UNDP and UNICEF, and multinational corporations like Unilever.

Discover more career opportunities in the field of media in the article What can you do with a media degree?

RMIT Vietnam Contact Information

Address: 702 Nguyen Van Linh Street, Tan Hung Ward, Ho Chi Minh City

Website: https://www.rmit.edu.vn/vi

Fanpage: www.facebook.com/RMITsinhvientuonglai

Hotline: (+84) 28 3776 1369

Source: https://dantri.com.vn/giao-duc/thi-truong-lao-dong-nganh-quan-he-cong-chung-giua-lan-song-cong-nghe-so-20251211142855052.htm