Vietnamese Organizations' Use of Social Media in Crisis Communication

What is it about?

This study examines how organizations in Vietnam perceive and utilize social media for crisis communication. Despite the growing prevalence of social media among the Vietnamese population, many organizations still prefer traditional media channels, such as press releases and conferences, even when a crisis starts on social media. Through surveys with experienced Vietnamese public relations (PR) practitioners, the research explores the factors influencing the use or neglect of social media during crises and compares it with the performance of traditional media. The study highlights the potential benefits and drawbacks of integrating social media into crisis communication strategies.

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Photo by Brian McGowan on Unsplash

Photo by Brian McGowan on Unsplash

Why is it important?

This research addresses the gap between the widespread use of social media in everyday life and its limited application in crisis communication by Vietnamese organizations. Understanding these perceptions can help businesses and PR professionals optimize their crisis communication strategies, ensuring faster and more effective responses to crises. As social media continues to grow in importance, the findings underscore the need for organizations to adapt their communication practices to meet the expectations of a digitally connected audience, ultimately improving stakeholder engagement and trust during crises.