INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name:Ha Kieu Anh2. Gender: Female
3. Date of birth:26/07/2002
4. Place of birth:Lang Son
5. Decision number for student admission: Decision to recognize postgraduate students No.: 7353/QD-XHNVDated December 31, 2024, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:Are not.
7. Project title:Developing a model for managing media event information for listed companies at Stanley Brothers Securities Joint Stock Company.
8. Industry:Media and Communications Management; Code: 8320109
9. Scientific supervisor:Dr. Nguyen Cam Ngoc – InstituteJournalism and Communication Training, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of project results:
This project aims to build and pilot a PAF-T (Prepare – Activate – Follow-through – Test) lifecycle model for media event management at Stanley Brothers Securities Joint Stock Company (SBSI), in the context of listed companies needing to simultaneously meet requirements for information transparency, compliance with information disclosure, control of speaking authority, and mitigation of misinterpretation risks in the media.
Based on a combination of document analysis, press content analysis, participatory observation, and case studies, the project identifies several limitations in event information management at SBSI before the model was implemented. These limitations include the underutilization of official information sources, a lack of authoritative spokespersons, and in some cases, insufficient strategic and legal context in press information. Furthermore, there is a risk of misinterpreting, inferring, or conflating information that does not fully reflect the true nature of the event.
Based on these practical issues, the project developed the PAF-T model with four phases: Prepare, Activate, Follow-through, and Test. The model is concretized through a system of operational tools including Event Information Architecture, Frame Map, Angle List, One Source of Truth, Spokesperson Pack, Follow-through Report, and Test Report. These tools aim to standardize the information preparation process, establish the message framework, unify information sources, control speech, monitor information after the event, and evaluate the quality of journalistic information.
The model was piloted at SBSI's 2026 Annual General Meeting of Shareholders. The pilot results showed positive changes in key criteria such as the level of use of official information sources, the presence of authoritative statements, consistency with the messaging framework, the degree of contextualization, and the reduction of misinformation or misunderstandings about the nature of events. Initial results indicate that PAF-T is feasible in standardizing processes and supporting the improvement of the quality of event information management in the press within the scope of its application.
The main contribution of the project is the transformation of theoretical foundations such as Framing Theory, Agenda-setting/Agenda-building, and organizational and financial communication principles into an operational framework with specific processes, forms, control points, and evaluation criteria. Through this, the project provides a model that can be further refined and used as a reference in event information management at SBSI and other listed companies with similar characteristics.
11. Practical applications:
The PAF-T model can be institutionalized into an internal process at SBSI and applied to public or information-sensitive events such as general meetings, capital increases, announcements of business results, senior personnel changes, and financial product launches. The model's toolkit is reusable, updated after each event, and adjusted according to complexity; a simplified version can be applied to small events, while large or sensitive events should be implemented in full, all four stages. PAF-T also serves as a reference for listed companies with similar characteristics, provided it is adapted to the organizational structure, resources, and information disclosure obligations of each company.
12. Future research directions:
Continue testing PAF-T across various listed companies and different types of events; develop a media monitoring tool integrated with the PAF-T Test index to support the collection, classification, and evaluation of press information; and conduct further research into the relationship between the quality of press information management and investor confidence, perceived transparency, and long-term reputation of listed companies.
13. Published works related to the projectNot yet.
INFORMATION ON PROJECT
1. Full name:Ha Kieu Anh2. Sex: Car
3. Date of birth:July 26, 2002
4. Place of birth:Lang Son, Vietnam
5. Admission decision number:Decision No. 7353/QD-XHNV on the recognition of graduate students, dated December 31, 2024, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in academic process:None.
7. Official project title:Developing a press-based event information management model for listed companies: A case study of Stanley Brothers Securities Inc.
8. Major:Journalism and Communication Management
9. Code:8320109
10. Supervisor:Dr. Nguyen Cam Ngoc – School of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
11. Summary of the findings of the project:
The project develops and pilots the PAF-T (Prepare – Activate – Follow-through – Test) lifecycle-based model for managing event-related information in the press at Stanley Brothers Securities Joint Stock Company (SBSI). The model is designed for the context of listed companies, which are required to simultaneously ensure information transparency, comply with disclosure obligations, control spokesperson authority, and mitigate the risks of inaccurate or misleading media interpretation.
Drawing on document analysis, press content analysis, participant observation, and case study research, the project identifies several limitations in SBSI’s event information management practices prior to the application of the model. Key issues include the insufficient use of official information sources, the limited presence of authorized corporate spokespersons in press coverage, inadequate strategic and legal context in some news reports, and the potential for inappropriate framing, unsupported interpretation, or the association of separate pieces of information in ways that may not fully reflect the nature of an event.
Based on these practical issues, the project develops the PAF-T model comprising four stages: Prepare, Activate, Follow-through, and Test. The model is operationalized through a set of management tools, including Event Information Architecture, Frame Map, Angle List, One Source of Truth, Spokesperson Pack, Follow-through Report, and Test Report. These tools are designed to standardize information preparation, establish message frames, ensure consistency of information sources, control authorized communication, monitor media coverage after an event, and assess the quality of information reported by the press.
The model was piloted at SBSI’s 2026 Annual General Meeting of Shareholders. The pilot results indicate positive changes across several key criteria, including greater use of official information sources, the presence of authorized spokesperson quotations, stronger consistency with the intended message frame, improved contextualization of information, and a reduction in significant inaccuracies or potential misunderstandings regarding the nature of the event. These initial findings suggest that PAF-T is feasible as an operational framework for standardizing procedures and supporting improvements in the quality of event-related information management in the press within the scope of the case studied.
The main contribution of the project lies in translating theoretical foundations, including Framing Theory, Agenda-setting/Agenda-building, as well as principles of organizational and financial communication, into an operational framework consisting of defined procedures, standardized templates, control points, and evaluation criteria. Accordingly, the project provides a model that can be further refined and used as a reference for event-related information management at SBSI and other listed companies with similar characteristics.
12. Practical applicability, if any:
PAF-T can be institutionalized as an internal process at SBSI and applied to public or information-sensitive events such as annual general meetings, capital increases, earnings announcements, senior-management changes, and financial product launches. Its toolkit can be reused and updated after each event. A simplified version may be used for smaller events, while major or sensitive events should apply the full four-stage process. The model may also serve as a reference for other listed enterprises with similar characteristics, subject to adaptation to each organization’s structure, resources, and disclosure obligations.
13. Further research directions, if any:
Future work should test PAF-T across more listed enterprises and more types of corporate events; develop media-monitoring tools integrated with the PAF-T Test indicators to support collection, classification, and evaluation of press coverage; and investigate more deeply the relationship between the quality of press-information management and investor trust, perceived transparency, and the long-term reputation of listed enterprises.
14. Thesis-related publications: None.
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