Vietnamese public relations practitioners: Perceptions of an emerging field

Our exploratory research into contemporary PR practice in Vietnam is underpinned by 12 semi-structured interviews with senior Vietnamese PR executives from various agencies. We selectively use professionalism as an underlying theoretical framework to explore key areas of PR as a profession in Vietnam by considering the impact of environmental variables such as culture and the media system. This paper provides a current snapshot of how an industry introduced by Western multinational corporations has adapted to the Vietnamese context.