1. Student's full name: Tran Vu Hiep Duy Anh 2. Gender: Male
3. Date of birth: December 25, 1979
4. Place of birth: Quang Nam.
5. Student recognition decision No. 4418/2019/QD-XHNV, dated November 26, 2019 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in training process: Extend training period from November 26, 2021 to May 26, 2022 (6 months).
7. Thesis topic: The relationship between journalists and PR staff in the Central region.
8. Major: Applied Journalism; 9. Code: 8320101-01-UD
10. Scientific instructor: Associate Professor, Dr. Nguyen Thi Thanh Huyen - Head of PR - Advertising Department, Deputy Director of Institute of Journalism and Communication, University of Social Sciences and Humanities, VNU.
11. Summary of thesis results:
Based on the theoretical frameworks of journalism and media, the results of previous domestic and foreign studies related to the topic, the thesis has described in a relatively deep level the overall picture of the current state of the relationship between journalists and PR staff in the Central region, the issues raised and solutions to improve the quality and effectiveness of the cooperative relationship between these two groups. This is the first time there has been a study on this topic in the Central region of Vietnam, where there are many economic, cultural and social characteristics that are distinct from other localities.
The author conducted surveys using questionnaires and in-depth interviews with two groups of journalists and PR staff working in the Central region to identify, analyze, and evaluate the levels of the relationship between the two sides, including the level of understanding of each other's profession, the level of mutual trust, the level of commitment to cooperation, the level of satisfaction, and the level of face-keeping for each other. The author also analyzed in depth the strengths, weaknesses, positive and negative impacts that are taking place in this relationship. In particular, the research results highlighted factors that affect the relationship between journalists and PR staff in this region, such as social, economic, and cultural factors. Accordingly, face-keeping for each other is of great concern to both groups and has a significant impact on the level of openness and cooperation between the two groups. The results show that most journalists and PR staff agree to minimize conflicts with each other (71% agree from the journalist group and 69% agree from the PR staff group) and always sympathize with each other in difficult situations (73% agree from the journalist group and 63% agree from the PR staff group). This clearly shows the personality of journalists and PR staff in the Central region, always being frank and straightforward, but in their relationship they are always forgiving and sympathetic to each other. This is very valuable because only by keeping each other's face can the relationship be elevated and the work efficiency in cooperation be the highest. Because this is the key factor in the whole process of their relationship with each other, no matter what, these two groups always ensure that their relationship minimizes conflicts, always keeps each other confidential and puts personal image first so that each side can improve themselves, complete the assigned tasks best and maintain the most sustainable development relationship.
Based on the results of the questionnaire survey, combined with the comments, views expressed and shared by journalists and PR staff participating in the in-depth interviews, the author has raised a number of issues in the relationship between the two sides, thereby proposing a number of solutions to improve the quality of the relationship between journalists and PR staff in the Central region.
The solutions are: (1). Promote the understanding of each party's expertise, especially improving the PR staff, increasing exchanges and mutual learning between the two parties through organizing seminars and joint programs between press agencies and businesses. (2) Develop written commitments to ensure a sustainable relationship, mutual trust, and depth in cooperation. The relationship is subject to legal management by agreements committing to the rights and interests of both parties. Contracts signed related to finance need to be expressed in writing with accompanying sanctions to ensure that both journalists and PR staff always comply with the law when performing accompanying activities. Mutual trust is a factor that helps cooperation quickly reach the best results, harmonizing the relationship of both parties. (3). Improve professional ethics, transparency, and frank sharing of each party towards the common goal of developing this relationship. It is necessary to establish a rule to change the perception and reality of the relationship between journalists and PR staff. Information provision from PR staff must be considered one of the (important) sources of information for the press. With this rule, PR information will no longer be considered a form of disguised advertising information and will no longer be completely isolated from the press.
Through the research, the authors found a number of interesting insights from both journalists and PR practitioners. These could prove valuable in examining and hopefully improving the relationship between journalists and PR practitioners. Perhaps the most common issue that arose throughout the research was the concept of expectation management. This concept took on different forms for the different groups of respondents. Journalists felt that PR practitioners needed to manage their own expectations of their own information and their role in communicating to the media. PR practitioners also felt that they themselves needed to manage the expectations of their clients or organizations regarding media relations, particularly regarding what information was credible and worth sharing with the public. Both groups indicated that failure to manage expectations often led to disappointment or resentment. These feelings, in turn, can influence the relationship between PR professionals and their clients and, more importantly for the purposes of this study, the relationship between PR professionals and journalists. After all, journalists are also customers of any company or business, in addition to their role as information carriers.
Finally, through this thesis, the author hopes to contribute to journalists and PR staff in the Central region a more complete and in-depth perspective on the current situation in the relationship between the two sides. And most importantly, from those perspectives, they will have satisfactory answers to the questions "why does this situation occur" and "how to solve this situation" to apply to their actual work.
12. Practical application:
The thesis attempts to build as a research topic with high applicability in the period of continuous development of the press and media and the strong investment in the field of public relations of most enterprises. Through specific surveys and assessments, the thesis builds as a systematic document of honest and practical comments and assessments of the relationship between journalists and PR staff. Thereby, summarizing and pointing out what are the core elements in the activities and interactions between these two groups. How is that relationship formed and maintained to ensure that it is always useful and most meaningful, contributing to the common development of both press agencies and enterprises. The research results of the topic will also be a volume of data from practice to help journalists and PR staff in the Central region refer to, select, and apply in building relationships to serve their work.
13. Further research directions:
Future research could address the limitations of this study by using quantitative methodologies to increase reliability and generate more diverse empirical results. Further research should focus on asking broader questions involving leaders of news agencies and businesses to assess the long-term impacts of influencers on the relationship between journalists and PR staff to what extent and with what specific results to have a broader, more far-reaching view in practice. In addition, expanding the survey research to the research subjects of "citizen journalists" or those who use social networks as a promotional communication tool such as youtubers, facebookers, tiktokers...etc. They are the ones who carry out PR to certain public groups without being subject to any strict management by the media agency to consider whether or not the relationship between PR staff and journalists will have a further shift, dispersion to the relationship between PR staff and "citizen journalists", and youtubers, facebookers, tiktokers..etc.
Currently in the Central region, the above mentioned target group is not much and has not really attracted much public attention, but in reality, in Hanoi and Ho Chi Minh City, many businesses have shifted their PR to these groups and have been quite successful. Some companies even use social networks as their own PR without the need for the press. This will certainly exist in the Central region in the near future. Therefore, in further research, the author recommends expanding the scope and target audience to overcome the limitations of the research in this thesis.
14. Published works related to the thesis: none
INFORMATION ON MASTER'S THESIS
1. Full name: Tran Vu Hiep Duy Anh 2. Gender: Male
3. Date of birth: December 25th 1979 4. Place of birth: Quang Nam province
5. Admission decision number: 4418/2019/QD-XHNV Dated: November 26th 2019
6. Changes in academic process: Extended the course from November 26th 2021 until May 26th 2022 (06 months).
7. Official thesis title: The Relationship Between Journalists And PR Practitioners In The Central Region.
8. Major: Journalism 9. Code: 8320101-01-UD
10. Supervisors: Assoc.Prof.Dr. Nguyen Thi Thanh Huyen- Head of PR - Advertising Department- Vice Dean School of Journalism and Communication. University of Social Sciences and Humanities, Vietnam National University, Hanoi
11. Summary of the findings of the thesis:
Based on theoretical frameworks of communication and journalism, the results of Vietnam and International previous studies related to the topic, the thesis has described as a deeply level the overall view of the current status of the relationship between journalists and PR practitioners in the Central region. The thesis raises issues and and solutions to improve the quality and effectiveness of the relationship between these two groups. This is the first study related to topic in the Central region of Vietnam, where there are many economic, cultural and social characteristics different identities compared to other localities.
The author has conducted surveys using questionnaires and in-depth interviews with two groups of journalists and PR practitioners working in the Central region to identify, analyze and evaluate the levels of their relationship including the level of professional knowledge of each other, the level of mutual trust, the level of commitment in cooperation, the level of satisfaction and the level of saving-face for each other on communication. The author has also deeply analyzed the strengths, weaknesses, positive and negative relationship impacts that are taking place in this. In particular, the research results have highlighted the factors affecting the relationship between journalists and PR practitioners in this area such as social, economic and cultural factors. created, saving face for each other is the thing that both groups concerned and has a significant impact on the level of openness and cooperation of them. The results show that most journalists and PR practitioners agreed with minimizing mutual conflicts (71% agreed from the group of journalists and 69% agreed from the group of PR practitioners) and always sympathize with each other. each other in awkward situations (73% agreed from the group of journalists and 63% agreed from the group of PR practitioners). This clearly shows the personalities of journalists and PR practitioners in the Central region who are always frank and straightforward, but in their relationship they are always selfless and sympathetic to each other. This is very valuable because just only by saving face for each other, the relationship will be enhanced and performance in cooperation will be highest. This is the summary of the whole relationship that proceeds with each other, no matter what, these two groups always ensure that their relationship minimizes conflict, always keeps each other confidential and puts personal image above all so that each party can improve themselves, complete the best assigned tasks and keep the relationship for the most sustainable development.
Based on the survey results by questionnaire, combined with comments, views expressed and shared from journalists and PR practitioners participating in in-depth interviews, the author has raised some issues of the relationship between the two sides, from which to propose some solutions to improve the quality of the relationship between journalists and PR practitioners in the central region.
The solutions are: (1). Promote the understanding of each party's expertise, especially in the PR practitioners, enhance exchanges and mutual learning between the two sides through the organization of seminars and coordination programs between press agencies authority and business. (2). Build commitment documents to ensure the relationship is stable, mutual trust, deep in cooperation. The relationship is subject to legal management by commitments on the rights and interests of both parties. Contracts related to finance should be in writing with sanctions attached to ensure that both journalists and PR practitioners when carrying out accompanying activities always comply with the law. Mutual trust is a factor that helps cooperation quickly come to the best and harmonious results in the relationship of both. (3). Improve professional ethics, transparency and frank sharing of each party towards the common goal of developing this relationship. It is necessary to develop a rule to change the perception and status of the relationship between journalists and PR practitioners. The provision of information from PR practitioners should be considered as one of the (important) news sources of the press. With this rule, PR information will no longer be considered a disguised form of advertising information and will not be completely isolated by the press.
From the research perspective, the author has discovered some interesting things when receiving sharing from both groups of journalists and PR practitioners. These could prove valuable in examining and hopefully improving the relationship between journalists and PR practitioners. Perhaps the most common issue that arose throughout the research was the concept of expectations management. This concept takes different formarts for different groups of people being asked to share more. Journalists feel that PR practitioners need to manage their expectations of their own information and the role they play when it comes to media coverage. PR practitioners also consider themselves to be required to manage the expectations of their clients or their organization regarding media relationships, especially regarding what information is trusted and worth sharing with the public. Both groups pointed out that failure to manage expectations often leads to frustration or resentment. These feelings, in turn, can influence the relationship between PR practitioners and clients and, more importantly, for the purposes of this study, the relationship between PR practitioners and journalists. Because for one thing, besides the role of conveying information, journalists are also customers of any company or business.
Finally, through this thesis, the author hopes to contribute to journalists and PR staff in the Central region a fuller and deeper perspective on the ongoing situation in the relationship between the two sides. . And the most important thing from those perspectives, they will get a satisfactory answer to the question "why is this situation happening" and "how to solve this situation" to apply in their actual work.
12. Further research directions:
The author proposes for future research that may address the limitations of this study with a quantitative methodology to increase reliability, producing more diverse fact-finding results. Further research should focus on extending the questions related to media and business leaders. By this method will set an objective to measure the long-term impacts of influencers on this relationships . Find out the specific results in order to have a general view in practice. In addition, expanding survey research to "citizen journalists" or people who use social networks as a promotional communication tool such as youtuber, facebooker, titoker...etc. … They carry out PR to certain public groups without any strict management by the government relationship media that can see if the between journalists and PR practitioners will be there is a further shift and dispersion into the relationship between PR practitioners and "citizen journalists", and youtubers, facebookers, tiktokers..etc.
Currently, in the Central region, the above target group is not many and has not really attracted the public, however with the facts that in Hanoi and Ho Chi Minh City, there have been many businesses redirecting PR their products and activities that move to these groups and was quite successful. Some companies even use social networks as their own PR without the press or TV. For short time of future, this will be Therefore, for further research, the author proposes to expand the scope and research subjects in order to overcome the limitations of the research in this thesis.
13. Thesis-related publications: not yet.
