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. Decision on student admission No. 4418/2019/QD-XHNV, dated November 26, 2019, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes to the training process: Training period extended from November 26, 2021 to May 26, 2022 (6 months).
7. Thesis title: The relationship between journalists and PR staff in the Central region.
8. Major: Applied Journalism; 9. Code: 8320101-01-UD
10. Scientific supervisor: Assoc. Prof. Dr. Nguyen Thi Thanh Huyen - Head of the PR - Advertising Department, Deputy Director of the Institute of Journalism and Communication Training, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
11. Summary of the thesis results:
Based on theoretical frameworks of journalism and media, and the results of previous studies both domestically and internationally related to the topic, this thesis has described in relatively depth the overall picture of the current state of the relationship between journalists and PR staff in the Central region of Vietnam, the issues raised, and solutions to improve the quality and effectiveness of the cooperative relationship between these two groups. This is the first study on this topic in the Central region of Vietnam, an area with many distinct economic, cultural, and social characteristics compared to 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 relationship between the two sides, including mutual understanding of each other's professions, mutual trust, commitment to cooperation, satisfaction, and the extent to which they save face for each other. The author also delved into analyzing the strengths, weaknesses, and positive and negative impacts occurring in this relationship. In particular, the research results highlighted factors influencing the relationship between journalists and PR staff in this region, such as social, economic, and cultural factors. Accordingly, saving face for each other is a major concern for both groups and has a significant impact on the level of openness and cooperation between them. The results show that most journalists and PR staff agree on minimizing conflict with each other (71% agree from the journalists group and 69% agree from the PR staff group) and always empathize with each other in difficult situations (73% agree from the journalists group and 63% agree from the PR staff group). This clearly demonstrates the straightforward and frank nature of journalists and PR staff in the Central region, yet they are always forgiving and empathetic towards each other in their relationships. This is invaluable because only by protecting each other's reputation can the relationship be elevated and the effectiveness of cooperation maximized. This is the key factor in the entire relationship process; regardless of the circumstances, both groups always ensure that their relationship minimizes conflict, maintains confidentiality, and prioritizes personal image so that each side can improve themselves, complete assigned tasks to the best of their ability, and maintain the most sustainable relationship.
Based on the survey results and the feedback and opinions expressed by journalists and PR staff participating in in-depth interviews, the author has identified several issues in the relationship between the two sides and proposed solutions to improve the quality of the relationship between journalists and PR staff in the Central region.
These solutions are: (1). Promoting mutual professional understanding, especially enhancing PR staff, strengthening exchanges and mutual learning between the two sides through organizing workshops and collaborative programs between press agencies and businesses. (2) Building commitment documents to ensure a sustainable, trustworthy, and in-depth cooperative relationship. The relationship is governed by law through agreements on the rights and interests of both parties. Contracts related to finance need to be in writing with accompanying sanctions to ensure that both journalists and PR staff comply with the law when carrying out collaborative activities. Mutual trust is a factor that helps cooperation quickly achieve the best results and harmony in the relationship between the two. (3). Enhancing professional ethics, transparency, and frank sharing of each side towards the common goal in developing this relationship. A set of rules needs to be established to change the perception and reality of the relationship between journalists and PR staff. Information provided by PR staff should be considered one of the (important) sources of information for the press. With this rule, PR information will no longer be seen as disguised advertising and will not be completely isolated by the press.
Through the research, the author discovered several interesting insights from both journalist and PR staff. These findings may prove valuable in examining and hopefully improving the relationship between journalists and PR professionals. Perhaps the most common issue that arose throughout the study was the concept of expectation management. This concept took on different forms for the different groups of respondents. Journalists felt that PR professionals needed to manage their own expectations regarding their own communication and their role in the media. PR professionals also felt they needed to manage their clients' or organizations' expectations regarding media relations, particularly concerning what information was credible and worth sharing with the public. Both groups indicated that a failure to manage expectations often led to frustration or resentment. These feelings, in turn, can influence the relationship between PR professionals and clients, and more importantly, for the purposes of this study, the relationship between PR professionals and journalists. This is because, in addition to their role in conveying information, journalists are also clients of any company or business.
Finally, through this thesis, the author hopes to contribute to journalists and PR staff in the Central region with a more complete and in-depth perspective on the current situation in the relationship between the two sides. Most importantly, from these perspectives, they will find satisfactory answers to the questions "why is this happening?" and "how can this situation be resolved?" to apply to their practical work.
12. Practical applications:
This thesis attempts to develop a highly applicable research topic in the context of the continuous development of journalism and media, and the strong investment in public relations by most businesses. Through specific surveys and assessments, the thesis systematically presents honest and realistic observations and comments on the relationship between journalists and PR staff. It identifies the core elements in the activities and interactions between these two groups. It examines how this relationship is formed and maintained to ensure its usefulness and significance, contributing to the overall development of both media organizations and businesses. The research results will also provide a wealth of practical data for journalists and PR staff in the Central region to refer to, select, and apply in building relationships to support their work.
13. Future research directions:
Future research could address the limitations of this study by employing quantitative methodologies to increase reliability and generate more diverse empirical evidence. Further research, focusing on broader questions involving leaders of media organizations and businesses, could assess the long-term impact of influential figures on the relationship between journalists and PR staff, examining the specific levels and outcomes to gain a broader and more far-reaching perspective in practice. Furthermore, the research should be expanded to include "citizen journalists" or those who use social media as a communication and promotional tool, such as YouTubers, Facebookers, TikTokers, etc. These are individuals who conduct PR to specific public groups without any strict regulation from media organizations. This would examine whether the relationship between PR staff and journalists is shifting or diversifying into a relationship between PR staff and "citizen journalists," YouTubers, Facebookers, TikTokers, etc.
Currently in Central Vietnam, the aforementioned target group is not yet large and has not truly attracted much public attention. However, in Hanoi and Ho Chi Minh City, many businesses have shifted their PR efforts towards these groups and achieved considerable success. Some companies even use social media for their own PR without relying on print media. This will certainly become a reality in Central Vietnam in the near future. Therefore, the author proposes expanding the scope and target audience of further research to overcome the limitations of 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.
