Social Media and Crisis Communication in Vietnam: Perception Gaps

What is it about?

This research investigates the differences in how Vietnamese organizations and their stakeholders perceive the use of social media during crises. Despite the rapid growth of social media in Vietnam, many organizations prefer traditional media for crisis communication due to its controllability and perceived professionalism. Through interviews with PR practitioners and stakeholders, the study explores these differing perceptions and highlights that stakeholders increasingly use social media to seek and share crisis information, while organizations remain hesitant to fully embrace these platforms. The findings suggest a need for Vietnamese organizations to reconsider their crisis communication strategies to better align with stakeholder expectations.

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Photo by dole777 on Unsplash

Photo by dole777 on Unsplash

Why is it important?

This research addresses the gap between the rising use of social media among Vietnamese stakeholders and the reluctance of organizations to use these platforms during crises. Understanding these perception gaps can help organizations develop more effective and responsive crisis communication strategies, ensuring they meet stakeholder expectations for timely and transparent communication. As social media continues to play a significant role in public discourse, aligning organizational practices with stakeholder preferences is crucial for maintaining trust and effectively managing crises in the digital age.