Quan hệ báo chí và quản trị thông tin mạng - những vấn đề mấu chốt để xử lý khủng hoảng truyền thông tại các doanh nghiệp
Hoang Thi Huong, Tran Thai Bao / Tạp chí Khoa học và Công nghệ Đại học Duy Tân 02(45) (2021) 152-159
152
02(45) (2021) 152-159
Media relations and network information management - key issues to
handling social media crisis in enterprises
Quan hệ báo chí và quản trị thông tin mạng – những vấn đề mấu chốt để xử lý khủng hoảng
truyền thông tại các doanh nghiệp
Hoang Thi Huonga,b*, Tran Thai Baoa,b
Hoàng Thị Hườnga,b*, Trần Thái Bảoa,b
aInstitute of Research and Development, Duy Tan University, Da Nang, 550000, Vietnam
aViện Nghiên cứu và Phát triển Công nghệ Cao, Trường Đại học Duy Tân, Đà Nẵng, Việt Nam
bFaculty of Social Sciences and Humanities, Duy Tan university, Da Nang, 550000, Vietnam
bKhoa Khoa học Xã hội và Nhân văn, Trường Đại học Duy Tân, Đà Nẵng, Việt Nam
(Ngày nhận bài: 14/4/2021, ngày phản biện xong: 17/4/2021, ngày chấp nhận đăng: 20/4/2021)
Abstract
Media relations is one of the very important tools of PR (Public Reations) and also an effective tool in handling media
crisis. In addition, in the current technology boom, managing - controlling information sources on social networks is a
difficult job that requires the media departments of enterprises to set up strategies and enhance skills to limit the risks
brought by communication crises. So, how to build a media relationship and at the same time how to manage the online
"crisis" against the dangerous crowd on social networks to help businesses reduce the risks from the media crisis? The
following article will discuss in more detail.
Keywords: Importance; media relations; governance; online "terrorism"; handling; communication crisis.
Tóm tắt
Quan hệ báo chí là một trong những công cụ vô cùng quan trọng của PR (Public Reations) và cũng là công cụ hữu hiệu
trong xử lý khủng hoàng truyền thông. Bên cạnh đó trong thời đại bùng nổ công nghệ như hiện nay, quản trị - tầm soát
được nguồn thông tin trên mạng xã hội là một công việc khó khăn đòi hỏi bộ phận truyền thông ở các doanh nghiệp
phải thiết lập chiến lược và nắm bắt kỹ năng để hạn chế những rủi ro từ khủng hoảng truyền thông mang đến. Vậy, xây
dựng mối quan hệ báo chí như thế nào và đồng thời quản trị “khủng hoảng” trực tuyến, chống lại đám đông nguy hiểm
trên mạng xã hội ra sao để giúp doanh nghiệp giảm thiểu những rủi ro từ khủng hoảng truyền thông sẽ là những nội
dung cơ bản mà bài viết này đề cập.
Từ khóa: Tầm quan trọng; quan hệ báo chí; quản trị; “khủng bố” trực tuyến; xử lý; khủng hoảng truyền thông.
*
Corresponding Author: Hoang Thi Huong; Institute of Research and Development, Duy Tan University, Da Nang,
550000, Vietnam; Faculty of Social Sciences and Humanities, Duy Tan University, Danang, 550000, Vietnam
Email: hoanghuongvn@gmail.com
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1. Introduction
(1) Crisis due to product quality: This is a
type of crisis from the inside and very difficult
to handle, causing a lost of trust issues and
easily affecting the brand name and image of
the company. Some typical evidences are: The
case of Pho 24 using chemicals soaked pig skin
instead of beef tendon was discovered by a
customer in 2012; The fly case found in Doctor
Thanh Lemon Tea has caused a stir in 2014.
Communication crisis is always a potential
danger that will erupt at any time, both for
individuals and businesses. Especially in the
current dominant social networking era, the
crisis is more likely to happen and sometimes
will “engulf” the reputation of individuals and
businesses in just a moment. So how to control
this problem? Reality has shown that not
always can individuals or businesses control
everything, but they can control how to solve
what happens. This is the key to dealing with
any crisis. Establishing “crisis handling process
on the basis of building the most fundamental
solution to form the most optimal and effective
solutions, reducing damage to the reputation
and brand of the business. Dealing with a crisis
for businesses through practical lessons [2,
pp.81]” is the best way to deal with a crisis. In
addition to dealing with crisis, building
relationships and establishing a reliable
information channel between businesses and
the press also plays a very important role in
helping businesses get closer to the public,
thereby creating many opportunities for the
public to share the most positive information
with businesses.
(2) Crisis caused by accidents, incidents:
Accidents, incidents that occur often suddenly,
or potentially break out for a long time. We can
review a number of typical cases such as: Many
customers using Pate Minh Chay suffered from
the risk of death, which seriously affected the
product brand in 2019; An incident when the
tester accidentally stepped on the gas pedal in
Vietnam Motor Show 2012 caused an accident;
Customers rushed to ABC bank to withdraw
money (one day to withdraw 6,000 billion
dong) when information about Director Ly
Xuan Hai was prosecuted and arrested for
intentionally violating the State's regulations on
economic management, causing serious
consequences.
(3) Crisis due to advertising: Introducing and
advertising so that customers know better about
product quality but intuitively go against the
purpose. This is the kind of crisis from
advertising. Vietjet Air has led customers to turn
their backs on their service when there was an
offensive bikini performance on the flight to
welcome Vietnamese U23 players from
Changzhou to the country; advertisements that
are not “wise” annoyed customers like Knorr ads.
2. Content
2.1. Some issues related to the media crisis.
A social media crisis is a breakthrough and
unexpected event that happens unintentionally,
cannot be controlled, adversely affects the
brand image, reputation of the organization or
its stakeholders’ crests on social media or social
networks.
(4) Crisis due to Third-party: This type of
crisis often comes from a competitor's
“conspiracy”. Building the image - branding for
the unit is very difficult and sometimes takes
decades, but it is lost in minutes by the tricks of
the third party. Khai Silk with suspicion of
Communication crises often happen in many
ways. Even different professions will have
different types of crises. According to journalist
Pham Song Thu, crisis is commonly seen in
four forms [6, pp.23-24]:
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importing Chinese silk and then attach the
company's label through an unauthenticated
story, but the brand is seriously affected.
community. It is no coincidence that journalist
Pham Song Thu - expert in handling media
crisis through professional practice has
affirmed: “The relationship between business
and the press in terms of media has a very
positive meaning. The press is often warmly
received and appreciated by businesses”2 and is
always the most effective information
transmission channel for businesses.
2.2. Media relations - a leading key in
handling the media crisis
Media relations are the establishment and
maintenance of relationships between the media
and some organizations. “This activity includes
the
purposeful
dissemination
and
The information that the press publishes and
mentions about the business will contribute to a
strong media effect. Therefore, even in any
situation that “makes friends” to the press,
providing the media with the most transparent
information source will be a way for businesses
to build their image, even “escape” easier if a
communication crisis occurred. In fact, the
press not only provides diverse, rich and
accurate information for the community, but
also warns and criticizes with many business-
related contents. In addition, many newspapers
also stand side by side with financial,
economic, real estate experts, etc. to monitor
and analyze the economic situation, promptly
make forecasts and explanations to help
businesses adjust operational or business
strategy. The story of ACB bank is a typical
example of the problem of effective
communication crisis in which press relations
activities play a very important role. The rumor
spread rapidly on October 13, 2003 that the
General Director of the Asia Joint Stock Bank
communication of planned and executed
messages through selective and free media to
serve specific interests of an organization”
[4, pp.73]. Media relation is often at the heart
of a range of activities, especially in the face of
crises handling - so this relationship is of
paramount importance1. No matter what level
of media relations (from regular outreach
exposure to selective relationships to dealing
with hundreds of media outlets at a major
event, the exposure to the media always plays a
significant and indispensable role in the PR
activities of the business.
“Fourth power” is a phrase that many people
mention when talking about the media. In fact,
for people doing communication work in
enterprises, the press is the most effective
information transmission channel. The press is
both a close companion and an effective
connection between businesses and the
1
In the book Media Convergence, published in 2004 by
Pearoson Education Inc, Boston, p. 408 cited by Dinh
Thi Thuy Hang] Pavlik, J and McIntosh emphasized the
importance of the relationship with the media. The
statement goes as follows: “By developing and
maintaining good relationships with the media, PR
experts anticipate more success in getting their
organization informed fair and positive on the media.
When a negative news comes out, maintaining a good
relationship with the press will give the organization
more opportunities to communicate clearly and
responsibly to the media. In case the media makes a
mistake in reporting an article about their organization, a
PR expert with good relationship and maintaining a good
relationship with the media will be more effective in
correcting the information properly”.
2
When discussing the relationship between business and
journalism, journalist Pham Song Thu made this
judgment on the basis of analyzing actual events that
took place. The journalist pointed out that thanks to the
good media relations, the Miss Vietnamese World
pageant (although it was only 2 years old) was widely
reported om media before, during and after the event.
Meanwhile, the Miss Vietnam 2010 contest organized by
Tien Phong newspaper (already 10 years old) in Tuan
Chau, Ha Long took place at the same time as the Miss
Vietnam World pageant, but information was reported
modestly.
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was arrested, making this banking system shake
on October 14, 2003. Customers rushed to
withdraw money at this bank and then fear
spread to other banks. However, the Governor
of the State Bank promptly denied the false
rumors, affirmed and pledged to support ACB
if the customer still insists on withdrawing
money. Then the Governor along with the
General Director of ACB quickly appeared in
the online exchange with readers of VnExpress
to provide more information about healthy
operations at ACB as well as the entire banking
system. This crisis handling combined with the
press very timely helped reassure the
depositors, making the situation quickly
stabilized. Similarly, the story of BIDV and
Maritime Bank in 2016 also shows the
influence of the press on the problem of
handling the communication crisis.
the press leaders, it will be very convenient in
resolving the crisis. This advantage does not
mean that the business "bribes" for them to use
their power to cut off the posting of
information, or to redirect false information that
they can ask reporters to further verify the
source believe. If there is a need to reflect
information, the article will have a “tone” to
limit criticism, sometimes even timely
explanations to help “cool down” the situation,
contributing to redirection comment.
(2) Relations with the press management
agency. This is the relationship with the super
press. Often the press regulators will distribute
information oriented to the media leadership
levels. Therefore, establishing this relationship
will be one of the remote backup plans when a
business crisis occurs. If all measures have
been taken when an incident occurs at the unit /
business is not effective, the last resort is to ask
the press management agency to intervene.
However, this approach is not a good strategy
and avoids abuse. Many businesses made a
mistake from the beginning when they applied
this tactic to solve the problems in their units,
so intuitively not only losing their image to the
public when they were discovered, but also
deeply hurt to newspapers / journalists.
Besides establishing a relationship with the
media, maintaining this relationship is also a
matter of respect and honesty. The nature of the
media is to seek and reflect information, so
businesses should not be afraid to promptly
share information with the media (including
bad information, because if deliberately hiding
it when it is discovered, it will spread badly). In
order to tighten media relations, businesses
should meet and exchange regularly with the
press, pay attention to the press on important
events such as June 21st, Tet, holidays;
advertising - sponsorship; press conferences
and preferential regimes, membership cards for
journalists, etc.
(3) Relations with social networks. This is
one of the relationships that needs to be paid
special attention when currently social
networking is considered as the “fifth power”
agency, gradually replacing traditional media
channels. With a huge number of interactions,
dizzying ability to reach the public, spread
information, social networks will be a very
effective advertising channel for businesses; but
the opposite has also created serious crises that
are difficult to control. Having a good
relationship or good governance on social
networks will help businesses establish
advantages and control crises. However, what
Another noteworthy point is that when
building relationships with the media,
businesses need to focus on key issues such as:
(1) Relationship with the subjects that are
the leaders of the newspapers. They are the
deciding factor about whether to post or not to
post. When businesses have problems and crisis
outbreaks, if they have a good relationship with
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(1) Develop processes and methods for
dealing with crisis
should businesses do? How we will continue to
analyze more in the next section of this article.
(2) Build core messages and manage the
communication for that message in the crisis
handling phase.
2.3. Network information management - the
next key issue and also the optimal strategy to
handle communication crises
(3) Limiting the spread of scale and the
impact of the crisis for businesses.
As mentioned, social media is outperforming
traditional media. With a spreading rate that is
difficult to control when there is any source
from social networks, it will create a great
challenge, requiring urgent and reasonable
resolution of businesses. If there is no
satisfactory solution, the prestige, brand name,
image of individuals and businesses are really
threatened. A concrete demonstration of the
power of social media is the fact that First drink
contains flies. Since December 3, 2014, a
restaurant owner found out that there was a
foreign object in Tan Hiep Phat's first water
bottle that resembled a fly and he contacted the
company asking to give it to him 500 million in
exchange for silence. After many negotiations,
Tan Hiep Phat enterprise agreed to give money
to the owner, but while the two sides were
doing transactions, the police came and caught
him with the crime of extortion and rape
property... Although in the position of “the
victim”, but Tan Hiep Phat enterprise fell into
communication crisis. On social networks,
there were many people who said that Tan Hiep
Phat had trapped consumers and called for a
boycott of this enterprise's products. This
incident took place continuously for more than
two months and has seriously affected the
brand reputation and revenue of the business,
estimated losses of more than 2,000 billion
VND. The above incident has shown the
terrifying “power” of “5th power” [8].
(4) Recognizing the importance of PR work,
factors affecting the relationship between the
press and the media department of the business.
(5) Grasping a number of characteristics in
the functions, organization, operation and
operational methods of press agencies.
(6) Master some skills for working with the
press and deal wisely in front of the media.
Once the communication units of the
business have well implemented the above-
mentioned instructions, it will inevitably
control the situation, limit to fall into a passive
position when dealing with the crisis.
In addition, in order to handle a crisis,
businesses must first of all be able to identify
the crisis. The sign to identify is the occurrence
of an incident that affects the image and brand
of the enterprise rampant in the media,
especially social networks. When the fire is
spreading rapidly on social networks,
businesses must really calm down to find ways
to put out the fire. However, this also does not
mean that we have the right slowly to be burned
to ash. The way to put out the fire at this time
should be especially concerned with the
crowd's feelings, the customer's feelings. All
the right and wrong arguments will be
mentioned later because once emotions take the
throne all explanations are meaningless.
Standing on the side of the crowd, paying
attention to their feelings, defusing with sincere
apologies and promising to give reasonable
explanations as soon as possible are the best
way to solve the problems.
So businesses need to learn and practice crisis
handling skills regularly. According to journalist
Phan Minh Cuong, some issues that businesses
need to pay attention to are as follows:
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Along with the crisis identification is the
calm - not panic attitude of the business. When
we panic, we often confuse, make mistakes.
Therefore, controlling one's own emotions is a
point to note in order to embark on effective
crisis handling.
because this action shows a willingness to
connect, ready for dialogue between businesses
and the public. At the same time, actively invite
customers to participate in exchanges and
dialogues on social networks, corporate fan
pages. This move helps to find common
sympathy for the business, especially in the
situation where the business is played badly by
competitors without errors in the crisis.
To control the attack of social networks, to
minimize the influence of the corporate image,
some notable issues in the way of conducting are:
(4) Immediately convey press releases on the
website, fanpage and social networking sites.
The content of the press release must be
consistent, honest and accurate, attached to
documents, data, etc. to illustrate the issues
related to the crisis. This notice is also
considered as an official statement to affirm the
"truth" and to make transparent the information
distributed on the internet.
(1) Determine the level and cause of the
crisis and quickly set up a crisis response unit
to come up with a solution to deal with every
second, not every minute.
(2) Apply necessary measures to reassure
internal corporate psychology. When network
information broke out, company leaders had to
organize emergency meetings and give accurate
and transparent information about stories being
"rumored" by three unsuccessful stars being
posted on social networks. When employees
have all the information, call for calm; limit
negative gossip and comments, unite to
overcome the crisis facing businesses. Pay
special attention to assigning a unified channel
of speech, screening information sharing and
personal opinions with the media without the
permission of the company's leaders.
(5) Must contact local authorities in the
direction of lobbying so that the authorities can
take timely action to handle the aggressive
crowd, competitors take advantage of social
networks to harm the image and brand of the
business. Reality shows the degree of danger
when businesses are "terrorized" online. If there
is information intentionally woven, malicious,
seriously affecting the reputation, honor, image
and brand name of individuals and businesses,
the involvement of the government is very
necessary. There are even cases where the
police have to step in to directly investigate and
handle.
(3) Quickly have a coping strategy to put out
the fire, to limit the spread outside. Regardless
of the strategy to apply, the attitude of the
company's leaders at this time is one of the most
important key points in determining the outcome
of the treatment. Calmness, istening,
apologizing, and making an effort to correct the
problem ... are what businesses need to show in
this situation. Furthermore, to prevent the spread
of crisis information as much as possible,
company leaders need to send out an official
message to relieve the curiosity of the crowd and
promise to quickly handle the case. Initially
reassuring public opinion by social networks
(6) Organize a “counterattack” on social
media if it is identified as necessary and
especially when having collected sufficient data
/ evidence to show the crisis of the publishing
company from outside, from competitors, from
conspiracy to harm the business.
The above are suggestions for crisis
handling. In addition, some ways and attitudes
towards reality should also be noted as follows:
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- Do not have a harsh attitude towards the
science and technology will create new media
and media trends and trends. This is a challenge
but also requires journalism training
institutions, not only need to study trends, but
also update professional knowledge, new
teaching methods to meet the needs of human
resources new social context.
online community, but always have an attitude
of desire, calm, and softness; do not speak out
about issues outside of their expertise,
understanding and incorrect with their position
or role; Do not try to delete comments, delete
unfavorable articles, etc.
Besides, should respect the truth, cooperate
regularly with the media and social networks;
bravely accept responsibility for the incidents
that happened and sincerely apologize in time;
always use all their abilities to evoke humanity,
sense of community responsibility, national
spirit so that the public can partly realize their
civic responsibility to behave more culturally.
- Strengthen the combination of theory and
practice in the communication crisis
management module. Even in the design of the
training program, it should be necessary to
integrate 2 contents: the theory will be carried
out by an academically trained instructor, while
the practice will be done by a communication
crisis specialist at a businese share industry.
With experience in dealing with real situations,
crisis handling specialists in enterprises will
produce more suitable and practical solutions
and strategies than applying theoretical
frameworks when teaching.
Thus, social networks have given the crowd
enormous powers. However, if businesses
recognize the focus of crisis, be more aware in
preparing and preventing risks early; Listening
to social networks (Social Listening)3 related to
reputation, prestige, brand will surely minimize
damage when a crisis occurs.
- Implement cultural behaviors in the
process of receiving and handling information
sources at schools and other units. When
receiving information, each staff, lecturers and
students in the school need to verify the source,
verify the reliability. When not thoroughly
understanding, it should not distribute
information and each individual in the school
should adhere to the principles of being a
spokesperson. Even on social networking sites,
be very careful in posting and sharing news
sources.
2.4. Some recommendations
Unlike bachelor training in other social
sciences, vocational skills training is always the
first priority in media training institutions.
Therefore, based on the actual situation of
dealing with media crisis in the above
mentioned enterprises, it is necessary to give
suggestions in training methods and teaching
methods of some Jounalism modules. Media
crisis, especially in dealing with media crisis at
Duy Tan University as follows:
3. Conclusion
In short, in the context that the press has to
compete with social networks, reeling from
artificial intelligence, the journalism training
must maintain the core value of human training,
with a solid knowledge base, intensive
intelligence, accurate reporting, humanism,
community service. Due to the fact that the
media crisis is always a danger that any
- Strengthen the model of cooperation
between training institutions and reputable
press agencies, experienced journalists and
media. The transformation of the traditional
media under the development of modern
3
Social Listening can help businesses prevent media crisis
before it happens because most crises are unpredictable and
also difficult to prevent before it happens
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159
[2] Phan Minh Cuong (2018), Online "terrorism"
management and effective communication crisis
handling, General Publishing House, Ho Chi Minh
City, pp.81.
[3] Philip Henslowe - translator Trung An & Viet Ha
(2007), The basic secrets to success in PR, Youth
Publishing House, Ho Chi Minh City
[4] Dinh Thi Thuy Hang -(2009), Public Relations and
Media, Labour and Social Affairs Publishing House
Hanoi, pp.73.
[5] Do Dinh Tan (2017), Press and Social Networks, Tre
Publishing House, Ho Chi Minh City.
[6] Pham Song Thu (2020), Win-Win Communication,
Hanoi Publishing House, Hanoi, pp.23-24.
[7] Hoang Tuan (2011), Understand and apply public
relations for businesses, Youth Publishing House,
Hanoi.
individual or business can face, it is important
to train the journalists and future media to
identify the cause of the crisis and start a war.
Strategy which is based on the fact that a
specific roadmap and implementation plan is
necessary. Controlling social media and media
relations, and good public relations is an
extremely important skill in the strategy of
handling a media crisis that any individual or
business should pay attention to minimize the
damage.
References
[1] Do Quy Doan (2014), Media Development and
Management in Vietnam, Information and
Communication Publishing House, Hanoi.
[8] http: //phuoc-associates.com/vi/khung-hoang-truyen-
thong/
giai-quyet-khung-hoang-crisis-management-rt-hay.
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