Policy communication: From catching 'trends' to catching the people's hearts

Grasping the trend of social networks in conveying information has helped policy communication work make a change suitable for the digital age context.

Funny "online" staff

The fanpage of Drug Prevention and Control - Ho Chi Minh City Police has recently received special attention from the online community because of its youthful and humorous way of conveying messages while still deeply educating legal awareness.

Communicate information about the merger of Hai Phong and Hai Duong on the fanpage No beating around the bush. (Screenshot)

Instead of using stiff language with dry announcements, this page has turned anti-social messages into easy-to-understand, fun, and highly contagious content.

For example, the witty "status" on October 6, 2025: "Huh? Why do you have to do drugs when you're sad? And then being caught and "testing" is a hundred times sadder."

The post, which both made readers laugh out loud and reminded people of the serious consequences of drugs, attracted more than 115,000 likes, 39,000 comments and 20,000 shares.

The interaction between the "admin" and the community is also very charming, through flexible speech, creating a friendly feeling.

For example, when a young person asked "officer to advise my friend to quit drugs", "Admin" immediately replied: "Take your friend to PC04 so I can advise him!". The answer received more than 11,000 likes.

The way the fanpage Drug Prevention and Control - Ho Chi Minh City Police helps propaganda messages spread strongly and easily reach the people, especially the youth.

The articles were widely shared and more and more people actively read them. Impressed by the "annoyingness" of "online officials", the online community encouraged each other to "follow" the "fanpage of the funniest officials in Vietnam".

Before the fanpage Drug Prevention and Control - Ho Chi Minh City Police, pages such as the fanpage Government Information (currently attracting 8.5 million followers), the fanpage Giong Rieng Commune Police (currently having more than 11,000 followers),... also "created a media storm" with popular, close, and interesting content.

A shift in policy communication

In order to help people understand, agree and actively participate in policy implementation, policy communication is always a strategic issue, of vital significance to each country. It is not only a tool to convey information, but also a bridge to build trust and strengthen the prestige of the state apparatus.

This activity must move away from the traditional state agency model of simply broadcasting one-way, rigid propaganda news. Instead, it should be seen as a process of multi-dimensional dialogue and interaction.

Social networking forums must become effective two-way feedback channels, closely linked to people's needs, aspirations and wishes, and a place for the public to contribute opinions, monitor and adjust policies.

For example, in the context of the recent merger of provinces and cities, besides the joyful mood of waiting for the country's new era of growth, there are also some thoughts and feelings of contemplation when the hometown changes its name.

Concerns about administrative procedures, new names, or memories associated with old place names are inevitable emotions. This requires us to have an appropriate information strategy so that people understand the policy clearly, thereby believing and ready to step into the new destiny of the country.

There have been many good and creative ways to help society promptly receive correct information, especially on cyberspace.

The method of implementing information about the merger of Hai Phong and Hai Duong is very graceful, attracting public attention and support on the fanpage No beating around the bush.

"The content of the wedding of the century: the groom's family from Hai Phong matches the bride's family from Hai Duong" is both relaxing and creates consensus among the people.

Below the articles with this content direction are a series of mischievous comments that help to make the atmosphere of administrative unit merger more exciting and eager: "Hai Duong has mustard flowers, congratulations to the green bean brothers"; "New name for Hai Phong: Hai in Hai Duong, Phong in Hai Phong"; "Suggested outfit to sing at the "wedding of the century" Hai Phong - Hai Duong"; "In the past, people always said to marry far away, now it turns out to marry a husband from the same hometown, guys"...

With the above method, the fanpage Khong Long Han has transformed the online community from a passive news receiver into a discussion participant, even a co-creator of content with positive comments and shares.

When policy communication is carried out sincerely, listening and thoroughly, it will become a connecting bridge, creating a driving force to promote social consensus for the implementation of national development goals.

Close to the people but still need standards

Social media provides an ideal platform for government agencies to transition from stereotypical spokespersons to friendly interlocutors.

The use of social media channels by local authorities is a positive step forward, demonstrating an effort to innovate in order to communicate guidelines, policies and strategies to the people in a more natural way.

However, in the process of creating content, it is also necessary to maintain harmony between humor and standards - things that are typical of state agencies.

It is necessary to consider the use of language, images, and tone, avoiding excessive use of humor, which reduces the necessary solemnity and seriousness of the policy message.

It is also necessary to adhere to accuracy, timeliness, and regularly analyze public interactions and feedback to gain experience and adjust appropriate communication strategies to avoid unwanted effects.

Source: https://baoquocte.vn/truyen-thong-chinh-sach-tu-bat-trend-den-bat-nhip-long-dan-331789.html