Using Social Media in Crisis Communication: A Vietnam-U.S. Comparison

What is it about?

This study compares how public relations professionals in Vietnam and the United States use social media during crises. It examines the attitudes, practices, and challenges faced by PR practitioners in both countries when integrating social media into their crisis communication strategies. Through in-depth interviews with PR professionals from both nations, the research highlights differences in the adoption and effectiveness of social media, revealing that American practitioners are generally more supportive and experienced in using these platforms, while their Vietnamese counterparts remain cautious due to concerns about control and reliability.

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Photo by Brett Jordan on Unsplash

Photo by Brett Jordan on Unsplash

Why is it important?

This research addresses the increasing role of social media in managing crises, a critical aspect of modern public relations. By comparing practices in Vietnam and the U.S., the study provides valuable insights into cultural and contextual differences that impact the effectiveness of social media in crisis communication. Understanding these differences can help PR practitioners globally to refine their strategies, ensuring better stakeholder engagement and more effective crisis management. The findings also highlight the need for further training and education on social media use in crisis contexts, particularly in emerging markets like Vietnam.