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The influence of sentimental factors in the relationship between public relations staff and journalists in Vietnam - 1


HANOI NATIONAL UNIVERSITY


UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES


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The influence of sentimental factors in the relationship between public relations staff and journalists in Vietnam - 1

NGUYEN THI NGA


IMPACT OF "ROMANCE" FACTOR IN RELATIONSHIPS BETWEEN EMPLOYEES

PUBLIC AND JOURNALISTS IN VIETNAM


Master's thesis major: Journalism Code: 60.32.01


Scientific supervisor: Dr. Nguyen Thi Thanh Huyen


Hanoi – 2013


INDEX

LIST OF TABLES 7

INTRODUCTION 8

1. Reasons for choosing topic 8

2. Research purpose and tasks 11

3. Research object and scope 12

4. Research methods 13

5. Scientific and practical significance 13

6. History of research on issue 15

7. Thesis structure 19

CHAPTER 1: THEORY ON THE "EMPATHIC" ELEMENT IN EASTERN CULTURE AND RELATIONSHIPS BETWEEN EMPLOYEES

PRESS RELATIONS WITH JOURNALISTS 20

1.1 The "emotional" element in Eastern culture 20

1.1.1 The concept of "emotionalism" 20

1.1.2 Manifestations of the "emotional" element 22

1.2 Relationship between QHCC staff and journalists 26

1.2.1 Concept and characteristics of relationship 26

1.2.2 The influence of the "emotional" factor on the relationship between public relations staff and journalists 33

Chapter 1 Summary 41

CHAPTER 2: ANALYSIS OF THE INFLUENCE OF THE “SEXUAL” FACTOR IN THE RELATIONSHIP BETWEEN PUBLIC RELATIONS STAFF AND JOURNALISTS IN VIETNAM 43

2.1 Research design process 43

2.2 Survey results on the influence of the "emotional" factor in the relationship between public relations staff and journalists in Vietnam 48

2.2.1 Manifestation of the "emotional" element in the relationship between QHCC staff and journalists 48

2.2.2 The level of influence of the "emotional" factor in the relationship between public relations staff and journalists 53

Chapter 2 Summary 68

CHAPTER 3: MEASURES TO BUILD EMOTIONAL RELATIONSHIPS BETWEEN PUBLIC RELATIONS STAFF AND JOURNALISTS

................................................................ ................................................................ ............... 70

3.1 How to build and maintain the positive "emotional" factor in the relationship between public relations staff and journalists 70

3.1.1 Maintain regular meetings and communication between the two groups 70

3.1.2 Building trust, control, commitment, satisfaction and face in the relationship between public relations staff and journalists 78

3.1.3 Respect and understand the professional nature of both parties 80

3.1.4 Improve the qualifications and professional capacity of QHCC staff .. 83

3.1.5 Goodwill of business leaders and press agencies 84

3.2 How to moderate the negative impact of the "emotional" factor in the relationship between public relations staff and journalists 87

Chapter 3 Summary 90

CONCLUSION 92

LIST OF REFERENCES 96

APPENDIX 104


LIST OF TABLES


Table 2.1: Identifying the emotional type between public relations staff and journalists


Table 2.2: Assessment of the origin of emotional factors in the relationship between public relations staff and journalists

Table 2.3: Common manifestations of emotional factors in the relationship between public relations staff and journalists

Table 2.4: Views on the form of giving gifts in envelopes to journalists


Table 2.5: Assessment of work benefits when public relations staff and journalists build close relationships

Table 2.6: Assessment of the benefits of having fast and accurate information sources when building good relationships between QHCC staff and journalists

Table 2.7: QHCC staff are favored in crisis management when building good relationships with journalists

Table 2.8: Perspectives on forming a positive media relations model when building an emotional relationship between public relations staff and journalists

Table 3.1: Views on whether QHCC staff should continue giving gifts to journalists

Table 3.2: Other activities to maintain to strengthen close relationships between QHCC staff and journalists

Table 3.3: Ways for public relations staff and journalists to feel each other's affection

Table 3.4: Moderate solutions to maintain good relationships between public relations staff and journalists


INTRODUCTION


1. Reason for choosing the topic


Along with the strong development of the media today, media relations are also formed in many different forms. In particular, the relationship between journalists and PR staff is always interested and studied in many aspects. It is not by chance that in a study on media relations, it was affirmed: "The relationship between PR staff and journalists plays an important role in the success of media relations" (Shin & Kim, 2002).

From both theoretical and practical perspectives, this relationship plays a very important role in social relations in general and media relations in particular. In Vietnam, the relationship between public relations staff and journalists is increasingly developing at a deep and wide level. It is easy to see newspapers, sponsorship activities, television programs, and even daily news that have the shadow of public relations activities. Therefore, in some aspects, it can be said that the press today is almost completely inseparable from the communication activities of media companies, public relations departments, public relations staff of agencies, organizations, enterprises, ministries, branches, etc. [52].

In the world, the relationship between public relations staff and journalists has also been interested and exploited for a long time, demonstrated through a series of valuable studies such as: Relationship management in Public Relations: Dimensions of an Organization Public Relationship (John A. Ledingham and Stephen D. Bruning, 1998), A Cross – Cultural, Multiple – Item Scale for Measuring Organization Public Relationship (Yi-Hui Huang, 1997), Face and favor: the Chinese power game (Hwang, K. 1987), Journal of Public Relations


research (Broom, G., Casey, C. & Ritchey, J. 1997), Media relations in Korea Cheong between journalist and PR (Dan Berkowitz, Jonghyuk Lee, 2004)…. There is a common point in these studies, which is that media relations are built on the foundation of regional culture, media environment… of each specific country. Practice also shows that, in the US and many other Western countries, the relationship between PR staff and journalists is considered bad, lacking trust and even contempt for each other, with a certain level of social distance existing between the two groups (Cameron, GT, Sallot, LM, & Curtin, P. A, 1997).

In contrast, in Eastern cultures, the dominance of personal relationships is affecting the special relationship between PR staff and journalists. Specifically, an aspect of Korean culture, called “Cheong”, has created a common feature of the relationship between PR staff and journalists, bringing the two groups closer together without affecting the professional level of the two industries [23]. Similarly, in China, people use the four golden principles of Guanxi, Mianzi, Renqing and Bao as the basis for the behavior between the press and businesses (Kwang-kuo Hwang, 1987). In Asian countries, there are also studies based on their unique cultures such as studies by Hanpongpandh (2002); Huang (2000); Kelly, Masumoto & Gibson (2002). The above studies have shown that successful relationships between PR staff and journalists correspond to specific cultural situations, drawing nuances for the cultural style of human-to-human interactions, rather than being standardized in societies and press systems [33].

Located in the Eastern cultural region, Vietnamese culture has a strong identity and is summarized by the word "Love" or "loveliness".


According to Tran Quoc Vuong [19]. Vietnamese people put the "emotional" factor above all social relationships, and the relationship between public relations staff and journalists is no exception. Emotional is a cultural characteristic of Vietnamese communication through manifestations such as valuing emotions, valuing the community, knowing how to save face for each other... On the other hand, the concept of Public relations originated from abroad, but when entering Vietnam, it was "Vietnamized" according to local culture. To correctly understand and apply the relationship between public relations staff and journalists, it is necessary to study it in the context of Vietnamese media and culture. From this important perspective, the researcher discovered a rather interesting and new issue that needs to be studied from the interdisciplinary perspective of journalism and public relations. That is the topic: "The influence of the "emotional" factor in the relationship between public relations staff and journalists in Vietnam".

It can be said that professional relationships include both work relationships and emotional relationships. In which, work relationships are more influenced by the “rational” factor – a natural factor in professional relationships. However, from the perspective of emotional relationships, they are influenced by the “emotional” factor – a “soft” factor that has more or less influence on professional relationships, especially relationships based on a culture like Vietnam. The effective application of the “emotional” factor in the relationship between public relations staff and journalists has not been mentioned in most previous studies in Vietnam.

For the above reasons, the author decided to choose the topic "The influence of the "emotional" factor in the relationship between public service employees and journalists in Vietnam" as the research topic for his graduation thesis. In addition, the choice of research "The influence of the "emotional" factor in

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The article “Relationship between public relations staff and journalists in Vietnam” will help answer the question: Does the “emotional” element really exist in this relationship? If so, to what extent has it existed? What are its positive and negative aspects? If we want to apply this “emotional” element in the relationship between public relations staff and journalists, how should we apply and control it? The answers to the above questions will help us find the most effective solution to build a two-way relationship between public relations staff and journalists. This is very useful for both journalists, public relations staff and the development of the media industry in Vietnam.

2. Research purpose and tasks


QHCC is a very important component in the study of mass media. In practice, this is also a part that businesses pay a lot of attention to and is dedicated to the mission of promoting and building brands for businesses. One of the vital tasks of QHCC is to build good relationships with the press or more specifically with journalists, because businesses cannot build their brands smoothly without the help of mass media in general and journalists in particular. However, building this relationship at a close and effective level by applying the "emotional" culture of Vietnamese people is not easy because the boundary between its positive and negative aspects is very fragile.

The thesis has combined the theory system of modern public relations with the practice of public relations in Vietnam to examine the level of emotional relationship between public relations staff and journalists in Vietnam, the manifestations and impacts of this relationship on the careers of both parties. From there, the thesis gives comments, assessments and proposes solutions to develop a

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