PR internship at the University of Social Sciences and Humanities: A valuable course in a student's life.

First practical exercise: Internal communication

We had been eagerly awaiting the Da Nang - Hoi An trip, a mandatory practical training module for second-year Public Relations students. This activity gave students the opportunity to step outside the university classroom and gain practical experience in communications at businesses and organizations, realizing the Institute of Journalism and Communication Training's and the University's policy of closely integrating theory with practice. With the enthusiastic and loving guidance of our trip's captain – Assoc. Prof. Dr. Nguyen Thi Thanh Huyen, Head of the PR-Advertising Department, Institute of Journalism and Communication Training – we had a truly valuable trip, full of professional insights, romance, and emotion. The 100% participation of K63 Public Relations students on this field trip is incredibly impressive, as it's rare to see such high student attendance for a class or trip. So how could everyone participate when the majority of the field trip expenses were covered by student contributions? There were debates, differing opinions, and varying circumstances, but ultimately, thanks to the tremendous efforts in internal communication by both teachers and students, the trip took off with an overwhelming number of students. More than two-thirds of the 80 students were flying for the first time, and many were experiencing the blue sea for the first time in their lives. "Each for all, and all for one," and "leaving no one behind" were the first communication lessons we learned before embarking on the "Central Vietnam Heritage Route," aimed at overcoming differences, creating consensus, and fostering internal unity. And this special course brought us many other unexpected lessons as well.

Students from the K63 Public Relations program set off to conquer the "Central Vietnam Heritage Route" at Noi Bai Airport.

Working in communications: 1% luck and 99% passion.

Our first professional exchange was with the media team at the Da Nang Tourism Promotion Center. Ms. Nguyen Thi Hoai An, Deputy Director in charge of the Center, shared some inspiring stories, demonstrating how the success of Da Nang tourism today is significantly contributed by its media work. People know Da Nang as a livable city with a clean environment, beautiful beaches, and civilized services thanks to comprehensive and diverse media coverage across multiple channels. Every day, the media team at the Center works with 200% of their energy. In particular, the outstanding and impressive viral videos about Da Nang tourism were created by just two staff members from the Center. Always coming up with new ideas and not shying away from challenges are the qualities of a true media professional. Ms. An also shared with us the recent achievements in Da Nang's media activities.“After 5 years and two nationwide logo design competitions, Da Nang has become the first province to have its own tourism logo. The logo is highly stylized, reflecting the diversity and youthful vitality of Da Nang with strong, upward-pointing lines and vibrant colors. With the new logo and brand identity, Da Nang tourism will create a deeper and more impressive positioning in the hearts of domestic and international tourists.”When asked about the factors that contribute to the success of each communication campaign for Da Nang, Ms. An said:"Success comes from 1% luck and 99% love for the work you do."Each realized communication idea is a brainchild bearing the distinct mark of individual creativity, sometimes requiring a period of intense effort, sweat, tears, and relentless thinking and labor to achieve successful results.

A meeting with Ms. Nguyen Thi Hoai An - Deputy Director in charge of the Da Nang Tourism Promotion Center.

Expressing his feelings after the exchange, Trieu Kim Truong said:"It was a truly inspiring sharing session. The presenters have motivated me to love my chosen profession even more, and I've told myself I need to be more creative and dedicated to my PR career."Nguyen Khanh Ly said:I was extremely impressed with Hoai An's sharing. The media profession is very practical, and to achieve good results, you can't just talk; you need hands-on experience, passion, and a systematic approach."

The K63 class group took a commemorative photo with Ms. Nguyen Thi Hoai An.

Building a brand from cultural identity.

This was another incredibly wonderful experience for us on this trip. Leaving Da Nang for Hoi An, we visited the Hoi An Impression Park, located entirely on Con Hen islet. The park is like a gem in the heart of the Hoai River, like a boat carrying us back in time to one of the busiest trading ports in Asia in the 16th-17th centuries, bringing the memories of Hoi An 400 years ago to contemporary people. Here, we had the opportunity to talk with Mr. Pham Truong Quoc Vuong - Head of Communications at Hoi An Impression Park. To keep tourists coming back, Mr. Vuong shared: "Given the nature of a themed cultural park, we always have to create new impressions and experiences and promote them positively and widely to the community." As a communications manager, he still maintains the habit of regularly watching shows, constantly reflecting to continuously create new communication content and ways of presentation."Love the products you make, dedicate yourself completely to your work, and from that, you create good products, and then those products will sustain you."Mr. Vuong's heartfelt words deeply impressed his younger colleagues. Our group enjoyed "Memories of Hoi An" - the largest live performance show in Southeast Asia, combining new art forms with elements such as stage performance, lighting, special effects, and the performance of 500 actors. Even more special, all the actors participating were park employees, professionally trained in stage performance techniques. During the day, they completed their normal jobs such as driving, hosting, and serving tourists… but at night, they became true artists, bringing the show to life.

Mr. Pham Truong Quoc Vuong - Head of Communications Department, Hoi An Impression Park

K63 students listened attentively at the exchange session.

Nguyen Quynh Anh commented:The show was deeply rooted in the history and culture of Hoi An. I was amazed that Hoi An of the 17th century was recreated so authentically.”To create such a captivating cultural program, the organizers must have possessed an incredibly deep understanding of the local culture and history. We learned another valuable lesson: media professionals need strong interdisciplinary knowledge, a broad understanding of local culture and society, and the ability to connect and organize in order to bring their media products to the attention of the public.

The world-class professional live performance "Memories of Hoi An"

The trip left a lasting impression on the second-year Public Relations students, as shared by Associate Professor Dr. Nguyen Thi Thanh Huyen:“Practical learning sessions like this trip will help students develop more passion, confidence, and enthusiasm for the profession. It's impossible to learn PR by just sitting in a lecture hall; students must be gradually immersed in practical environments, interact with skilled professionals, and see the vast and colorful world to ignite and nurture an unceasing flame of creativity…! Therefore, practical professional internships act as a bridge, helping students connect with themselves, with friends, with senior colleagues, and with society.”

K63 students in Hoi An ancient town

As for us, we always look forward to such trips – such enriching learning experiences. They help to grow our love for the cultural and historical heritage of our homeland, and to foster new, more creative, and more appreciative thoughts about the media profession.