The way public relations practitioners influence media agendas in Vietnam

lists. The findings show that PR practitioners 
Professionals themselves create editorials in provide favourable information, and avoid 
which their public relations messages are reporting unfavourable information about 
controlled as they need. Practitioners in their products or services for journalists. They 
Vietnam recognise that the more they select information, highlight it, organise it and 
understand the way of the media and maintain then transfer it to news media. They also 
the relationships with journalists, the more generate information subsidies, such as news 
they influence media agendas. They recognise releases and advertorials about their products 
that they should consider the context of or organisations, and then send them to the 
Vietnam including the cultural, social and media; much of this has a marketing focus. As 
economic conditions and governmental PR practitioners want to downplay negative 
policies in conducting agendas. The research information regarding their faulty products, 
identifies that the more PR practitioners journalists can help them to put their 
understand media agenda-setting and develop information subsidies, such as news release in 
the connection with journalists, the more they the media. It can be recognised that setting 
impact media agendas. media agendas is the duty of journalists, but 
 In addition, the accuracy of information PR practitioners also affect media agendas 
in producing news is not the first priority of through framing and information subsidies. 
the media. Vietnamese journalists do not tend These findings are consistent with those of 
to crosscheck information PR practitioners other research (e.g. Zoch & Molleda, 2006; 
provide to produce news if both of them Williams, 2004; Curtin & Rhodenbaugh, 
(journalists and PR practitioners) are in the 2001; Curtin, 1999; Turk, 1985) who found 
same network. This means they have good that the influence of public relations activities 
personal relationships and trust each other. is on media agenda-setting. Practitioners 
International public relations practitioners participate in the process of media agenda-
thus found this strange. If consultants provide setting via their activities such as providing 
incorrect information for journalists, it will be PR information and information subsidies for 
hard for both of them (PR practitioners and journalists. 
journalists) in the long-term. There is an However, public relations in Vietnam 
informal agreement and commitment between does much more than that. This means PR 
both of them in their network. However, due practitioners not only influence media agenda-
to the way public relations is conducted in the setting but also set PR editorials which are 
Anglo countries, international practitioners considered as the main duty of journalists. 
consider that journalists must crosscheck The study findings indicate that journalists set 
30 Journal of Science Ho Chi Minh City Open University – No. 3(15) 2015 – August/2015 
media editorials according to PR information subsidies (Zoch & Molleda, 
organisations’ desire. Through PR 2006). My literature review shows that in 
information whichpractitioners provide about nations such as Malaysia, Singapore and 
products or services, journalists create Taiwan, public relations professionals impact 
editorials that highlight products or services media agendas because governments use 
according to the way practitioners, or their public relations as a political tool for national 
organisations want. In addition, the data building and crisis management (Van Leuven, 
suggests that PR professionals themselves 1996; Taylor, 2000; Wu et al., 2001). That 
create PR editorials that promote their means public relations professionals, as 
products or services. PR professionals do the government officers, may use their power to 
job of journalists. The role of PR influence public relations programs in these 
professionals also includes the role of countries. However, my research findings 
journalists. That means PR professionals have extend this role, so that PR professionals in 
to think as journalists, have to behave as Vietnam affect, and set media editorials 
journalists and have good writing skills. according to their desire, not by the influence 
Writing skills (Vietnamese and English) are of the government. Even though in Vietnam, 
important, which almost all respondents and the government controls the media and media 
their organisations focused on, to recruit PR agendas are controlled by the government, PR 
practitioners. The way public relations in professionals have power in terms of 
Vietnam conducts PR is subtly different to the impacting public relations editorials as they 
way public relations is practiced in Anglo want. As such they affect the communication 
countries. In my literature review, there is to the public about organisations’ products 
little research which focuses on this issue: PR and services. Berkowitz & Adams (1990), 
professionals in the role of journalists. The Lipschultz (1991) and Cameron et al. (1997) 
public relations-journalism relationship in the found that the more PR practitioners build 
United States, for example, is important but good personal relationships with the media, 
journalists would not be pleased if public the greater the influence on the process of 
relations do their work for them. Nguyễn Thị setting media agendas is, but how the 
Thanh Huyền (2010) said that professional relationships between them developed is still 
relationships between Vietnamese journalists an on-going inquiry in public relations 
and public relations practitioners are research. In other words, how public relations 
hierarchical relationships, however, the and the media work together to shape public 
analysis of the findings indicate it is evident agendas (Cameron et al., 1997; Zoch & 
that their relationships (journalists and public Molleda, 2006). My research gives some 
relations practitioners) are mutual answers to this question. The findings of my 
relationships where both of them exchange research indicate that public relations 
information, provide consultation, and help programs which affect corporate agendas 
each other, and that public relations often influence not only the way the media set 
dominants the relationships. agendas, but also the agendas for the public. It 
 The agenda-setting theory talks about can be recognised that in Vietnam, public 
the influence of the media on the public and relations agendas influence media agendas, 
the influence of public relations on media corporate agendas and public agendas (see 
agendas and public agendas. Public relations Figure 2). This model (Figure 2) is slightly 
professionals can participate in the process of different to Watson’s (2008) model (see 
media agenda-setting through framing and Figure 1). While Watson (2008) said that 
 The Way Public Relations Practitioners Influence Media Agendas In Vietnam 31 
public agendas are central, influenced by shows that public relations agendas are 
policy, media and corporate agendas, the central, which influence corporate, media and 
model below suggested by the researcher, public agendas. 
 Corporate Media 
 Agendas 
 Agendas 
 PR 
 Agendas 
 Public 
 Agendas 
 Figure 2. Tripolar model of agendas: corporate, media and public 
 (Van Thi Hong Loan, 2015) (Adapted from Watson’s (2008) model) 
 6. Conclusion setting as showing the way PR practitioners 
 This research offered evidence to point and journalists work together to influence 
that PR practitioners and journalists agendas for the public-the question which is 
collaborate to shape media agendas. Through still in progress in world research. The study 
their good personal relationships, journalists provided the answer of this inquiry and 
allow PR practitioners design PR editorials developed the Tripolar model of agendas in 
and then put them on the media. The study which PR agendas influence corporate 
has challenged the theory of media agenda- agendas, public agendas and media agendas. 
 REFERENCES 
Bateson, G. (1955). A theory of play and phantasy. Psychiatric Research Reports, 2, 39-51. 
Berkowitz, D. & Adams, D. B. (1990). Information subsidy and agenda-building in local 
 television news. Journalism Quarterly, 67, 723-731. 
Berkowitz, D. & Lee, J. (2004). Media relations in Korea: Cheong between journalists and 
 public relations practitioners. Public Relations Review, 30, 431-437. 
Cameron, G. T., Sallot, L. M. & Curtin, P. A. (1997). Public relations and the production of 
 news: A critical review and theoretical framework. Communication Yearbook 20. Newbury 
 Park, California: Sage. 
Chen, N. (1996). Public relations in China: The introduction and development of an occupational 
 field. In: Culbertson, H. M. & Chen, N. (eds.) International public relations: 
 A comparative analysis. Mahwah, New Jersey: Lawrence Erlbaum Associates. 
32 Journal of Science Ho Chi Minh City Open University – No. 3(15) 2015 – August/2015 
Cobb, R. W. & Elder, C. D. (1972). Participation in American politics: The dynamics of agenda-
 building, Baltimore, Johns Hopkins University Press. 
Curtin, P. A. (1999). Reevaluating public relations information subsidies: Market driven 
 journalism and agenda-building theory and practice. Journal of Public Relations Research, 
 11, 53-90. 
Curtin, P. A. & Rhodenbaugh, E. (2001). Building the news media agenda on the environment: 
 A comparison of public relations and journalistic sources. Public Relations Review, 27, 
 179-195. 
Cutlip, S. M., Center, A. H. & Broom, G. M. (2006). Effective public relations, Upper Saddle 
 River, New York, Pearson Prentice Hall. 
Entman, R. M. (1993). Framing: Toward a clarification of a fractured paradigm. Journal of 
 Communication, 43, 51-58. 
Gandy, O. H., Jr. (1982). Beyond agenda setting: Information subsidies and public policy 
 Norwood, New Jersey, Ablex. 
Goffman, E. (1974). Frame analysis: An essay on the organization of experience, Cambridge, 
 Harvard University Press. 
Hallahan, K. (1999). Seven models of framing: Implications for public relations. Journal of 
 Public Relations Research, 11, 205-42. 
Harrison, K. (2011). Strategic public relations: A practical guide to success, South Yarra, 
 Victoria, Palgrave Macmillan Publishers Australia. 
Huang, Y. H. (2000). The personal influence model and gao guanxi in Taiwan Chinese public 
 relations. Public Relations Review, 26, 219-36. 
Kopenhaver, L. L. (1985). Aligning values of practitioners and journalists. Public Relations 
 Review, 11, 34-42. 
Lang, G. E. & Lang, K. (1981). Watergate: An exploration of the agenda-building process. Mass 
 Communication Review Yearbook, 2, 447-469. 
Lipschultz, J. H. (1991). A comparison of trial lawyer and news reporter attitudes about court-
 house communication. Journalism Quarterly, 68, 750-763. 
McCombs, M. (1992). Explorers and surveyors: Expanding strategies for agenda-setting 
 research. Journalism Quarterly, 69, 813-824. 
McCombs, M. (2005). A look at agenda-setting: past, present and future. Journalism Studies, 
 6, 543-557. 
McCombs, M. & Ghanem, S. (2001). The convergence of agenda setting and framing. In: Reese, 
 S., Gandy, O. & Grant, A. (eds.) Framing public life: perspectives on media and our 
 understanding of the social world. Mahwah, New Jersey: Lawrence Erlbaum Associates. 
McCombs, M. E. & Shaw, D. L. (1972). The agenda-setting function of mass media. Public 
 Opinion Quarterly, 36, 176-185. 
McKinney, B. (2007). An investigation into the perceptions of public relations of Vietnamese 
 business managers. Public Relations Quarterly, 52, 44-48. 
 The Way Public Relations Practitioners Influence Media Agendas In Vietnam 33 
Newsom, D., Turk, J. V. & Kruckeberg, D. (2000). This is PR: The realities of public relations 
 Belmont, California, Wadsworth. 
Nguyễn Thị Thanh Huyền (2010). Co-orientation study of professional relationship, public 
 relations practitioners' roles, and news values between Vietnamese journalists and public 
 relations practitioners (PhD thesis). Korea: Sogan University. 
Reese, S. D. (1997). Framing public life: A bridging model for media study. A synthesis keynote 
 review presented at the inaugural conference of the Center for Mass Communications 
 Research, College of Journalism and Mass Communication of the University of South 
 Carolina. Columbia. 
Roberts, M. & McCombs, M. (1994). Agenda setting and political advertising: Origins of the 
 news agenda. Political Communication, 11, 249-262. 
Sriramesh, K., Kim, Y. & Takasaki, M. (1999). Public relations in three Asian cultures: An 
 analysis. Journal of Public Relations Research, 11, 271-292. 
Sriramesh, K. & Verčič, D. (2009). The global public relations handbook: Theory, research, and 
 practice, New York, Routledge. 
Stanton, R. C. (2009). Focus on Asian public relations management. In: Chia, J. & Synnott, G. 
 (eds.) An introduction to public relations: from theory to practice. Australia and New 
 Zealand: Oxford University Press, 357-384. 
Stanton, R. C. (2007). Media relations, Melbourne, Victoria, Oxford University Press. 
Taylor, M. (2000). Toward a public relations approach to nation building. Journal of Public 
 Relations Research, 12, 179-210. 
Turk, J. V. (1985). Information subsidies and influence. Public Relations Review, 11, 10-25. 
Van Leuven, J. K. (1996). Public relations in South East Asia from nation-building campaigns to 
 regional interdependence. In: Culbertson, H. M. & Chen, N. (eds.) International public 
 relations: A comparative analysis. Mahwah, New Jersey: Lawrence Erlbaum Associates. 
Van Thi Hong Loan (2014). The nature of public relations in Vietnam. Journal of Science Ho 
 Chi Minh City Open University, 4(12) 2014, 54-66. 
Watson, J. (2008). Media communication: An introduction to theory and process, Basingstoke, 
 Palgrave Macmillan. 
Weaver, D. & Elliot, S. M. (1985). Who sets the agenda for the media? A study of local agenda-
 building. Journalism Quarterly, 62, 87-94. 
Williams, A. (2004). Examining agenda-setting and framing theories from a public relations 
 perspective: Implications for professional practice and future research approaches. Paper 
 presented at the Public Relations Division of the International Communication Association 
 annual convention. New Orleans, LA. 
Wu, M. Y., Taylor, M. & Chen, M. J. (2001). Exploring societal and cultural influences on 
 Taiwanese public relations. Public Relations Review, 27, 317-336. 
Zoch, L. M. & Molleda, J. (2006). Building a theoretical model of media relations using framing, 
 information subsidies and agenda-building. In: Botan, C. H. & Hazleton, V. (eds.) Public 
 relations theory II. Mahwah, New Jersey: Lawrence Erlbaum Associates.