Within the framework of the 2024 National Press Forum, on the afternoon of March 16, representatives of press agencies, businesses, and advertising agencies exchanged and discussed to find new effective cooperation models between the press, businesses, and advertising agencies in the current context.
Roundtable discussion scene within the framework of the discussion session on effective cooperation models between the press, businesses and advertising agencies.
Attending the discussion session were Mr. Le Quoc Minh, member of the Party Central Committee, Editor-in-Chief of Nhan Dan Newspaper, Deputy Head of the Central Propaganda Department, President of the Vietnam Journalists Association ; Mr. Nguyen Thanh Lam, Deputy Minister of Information and Communications; Mr. Tong Van Thanh, Director of the Press and Publishing Department, Central Propaganda Department; leaders of a number of units under the Ministry of Information and Communications...
Delegates attending the discussion session.
Enhancing the value of press-business relations
Speaking at the meeting, Mr. Nguyen Ba, Editor-in-Chief of Vietnamnet Newspaper, emphasized the importance of the mutual relationship between the press and businesses, and shared two approaches from the perspective of information and value to this relationship.
The press is an important factor contributing to building a healthy business environment; an effective bridge to bring the brand and image of the business to the target audience, creating value and reputation for the business. Businesses are a source of information to reflect the truth of life; an inspiration, a material for the process of creating content of the press; a partner, a customer and also a driving force for development.
Mr. Nguyen Ba, Editor-in-Chief of Vietnamnet Newspaper, emphasized the importance of the mutual relationship between the press and businesses.
According to Mr. Nguyen Ba, cooperation for the development of both sides is the long-term goal in the press-business relationship. The foundation for this cooperative relationship is ethics. Journalistic ethics is to report objectively and provide constructive criticism, while business ethics is to conduct business towards its own development goals, accompanying the development of the country.
"When the press and businesses practice their ethics, they will create trust and spread it; a culture of proactive cooperation and accurate information will contribute to increasing business efficiency and creating value for the newspaper," said the Editor-in-Chief of Vietnamnet Newspaper.
However, Mr. Nguyen Ba said that the press-business relationship is currently facing many challenges, causing a decline in trust between the two sides. The Editor-in-Chief of Vietnamnet Newspaper proposed four solutions to expand the press-business cooperation model, including: cooperation for consulting; content marketing cooperation; sponsorship and partnership; and event organization.
Businesses need advice from media agencies to better understand their issues. Media agencies have many ways to cooperate with businesses to help readers receive more in-depth information, not just simple advertising messages, especially in-depth content in areas of interest.
From a business perspective, Ms. Le Thi Hong Nhi, Director of Communications and Public Affairs of Unilever Vietnam, shared about the cooperation between the press and businesses in raising public awareness about responsible consumption.
Ms. Le Thi Hong Nhi, Director of Communications and Public Affairs, Unilever Vietnam, shared at the discussion session.
Ms. Hong Nhi, representative of Unilever, emphasized the importance of close cooperation between businesses and the press, thereby contributing to improving the transparency and reliability of information. "The press will provide in-depth content and minimize information risks, connect sustainable value chains and increase the competitiveness of sustainable products," said Ms. Hong Nhi.
According to Mr. Nguyen Khoa My, Chairman of the Vietnam Public Relations Network, the press and businesses need to promote a healthy, mutually supportive cooperative relationship for mutual development.
The two sides need to increase flexibility and interaction, exchange information effectively and promptly; and jointly promote awareness and action on important issues, from sustainability to social responsibility.
According to Mr. Nguyen Khoa My, Chairman of the Vietnam Public Relations Network, the press and businesses need to promote a healthy, mutually supportive cooperative relationship for mutual development.
Mr. My believes that the press and businesses need to cooperate to promote changes in common issues in the fields of environment, society, and governance (ESG) - corresponding to the three pillars of a sustainable business model.
"Press propaganda activities enhance the reputation of businesses and contribute to shaping the national brand. Businesses provide valuable content and stories to the press, promoting a symbiotic relationship, authentic and transparent communication, and strengthening public trust," said the speaker.
Promoting responsible communication
Speaking at the opening of the roundtable discussion, Mr. Le Quoc Vinh, a media expert, said that the flow of advertising budget into the press is gradually decreasing as a percentage of total annual advertising expenditure, causing certain difficulties for many press agencies and possibly leading to consequences for development.
Sharing about this issue, Mr. Nguyen Thanh Lam, Deputy Minister of Information and Communications, expressed his opinion that the press and businesses will still need each other and cooperate with each other, but the way of cooperation between the two sides will have to be different.
Discussion scene.
"The channel to introduce products and services is more or less no longer the advantage of the press, and this is an inevitable trend," Mr. Lam said, emphasizing that both sides must find the shortage, compensate with new methods of cooperation, find other values in each other, and not have a relationship of "bothering each other".
Emphasizing the importance of responsible communication, the Deputy Minister of Information and Communications said that the press cannot do this alone, journalists need to listen more, understand more, tell real stories, and replace other subjects in society to spread those stories.
According to Mr. Lam, during the management process, the Ministry of Information and Communications found that many actors were unfairly benefiting from advertising, even negatively affecting businesses. He believes that the flow of advertising money on cyberspace must be "redirected" so that it goes to clean content channels that are responsible to society.
"Channels that violate the law, copyright, or cultural norms must have their advertising revenue streams cut off from businesses. Safe, clean channels must be large enough for businesses to push their advertising revenue streams," said Mr. Lam.
Deputy Minister of Information and Communications Nguyen Thanh Lam shared in the discussion session.
From a business perspective, Ms. Pham Thi Bich Hue, Vice President of the Vietnam Young Entrepreneurs Association, Founder and President of Western Pacific Joint Stock Company, said that about 10 years ago, businesses did not have many options for advertising their products, most of the advertising budget went to press agencies. However, businesses now have more options and advertising effectiveness is a top priority.
According to Ms. Hue, the business sector has always appreciated the cooperative relationship with the press, but the press is no longer the "sole" role in supervision, but is also the subject of supervision. Therefore, there needs to be a change in the relationship between the two sides towards more mutual support.
Suggesting effective cooperation models between the press and businesses, Ms. Nguyen Lan, Senior Director of Content+, Mindshare Vietnam Company, said that the press and businesses can cooperate in producing content that both sides are interested in.
Ms. Le Thi Hong Nhi, Director of Communications and Public Relations of Unilever Vietnam, affirmed that the company always accompanies and supports official press agencies. Press agencies need to promote innovation and creativity in communication forms so that businesses have more ways to approach consumers.
According to Nhan Dan Newspaper
Source
Comment (0)