{"id":511,"date":"2020-06-15T13:00:58","date_gmt":"2020-06-15T06:00:58","guid":{"rendered":"https:\/\/news.eloqasia.com\/?p=511"},"modified":"2021-05-04T18:31:06","modified_gmt":"2021-05-04T11:31:06","slug":"webinar-on-new-public-after-pandemic-attracts-attention-of-vietnamese-pr-practitioners","status":"publish","type":"post","link":"https:\/\/news.eloqasia.com\/?p=511","title":{"rendered":"Webinar on \u201cnew public after pandemic\u201d attracts attention of Vietnamese PR practitioners"},"content":{"rendered":"

On June 4th<\/sup> 2020, Dr. Cl\u0101ra Ly-Le<\/a>, Managing Director of the marketing communications agency<\/a> EloQ Communications, took part in a webinar held by the Vietnam Public Relations Network (VNPR). With the participation of guest speakers who are top experts in the field, the communications forum has captured the attention of many interested viewers.<\/p>\n

As the effects of the Covid-19<\/a> wanes and the time of social distancing comes to a halt, the society moves forward to a \u201cnew normal. To PR practitioners, the definition of \u201cthe new public\u201d is brought forward as a point of discussion for experts both in and outside the field, with an aim to determine their target audience more accurately.<\/p>\n

The webinar enticed a gathering of experts in the field. Alongside with Dr. Cl\u0101ra Ly-Le, there were Mr. Nguyen Khoa My, Co-Chair of VNPR as the forum\u2019s Moderator, Mr Ma Thanh Danh, Vice-President of KIDO Group and CEO-Founder of International Consultancy Firm CIB, and Mr. Nguyen Trong Phuoc, Managing Editor of Thanh Nien Newspaper, as the commentators.<\/p>\n

Awareness of the \u201cnew public\u201d differs among commentators<\/h4>\n

In the first survey question \u201cIs there really a \u2018new public\u2019 group after the Covid-19 pandemic?\u201d, Mr. Nguyen Khoa My announced that 60% of participating viewers voted \u2018Yes\u2019, 20% voted \u2018No\u2019 and 20% was \u2018Not sure\u2019.<\/p>\n

Mr. Ma Thanh Danh commented that after social distancing, the biggest change in consumer behavior was a reduction in dining-out frequency. They now cook at home and utilize online channels for grocery shopping or buying take-away food. Besides, the number of people working from home has skyrocketed during the pandemic, with 50% workers registering for this work mode for a week. This helped save the workers\u2019 commute costs, and as for business owners, they also saved some money on office space and redirect those expenses into personnel training and development.<\/p>\n

This has proved that consumers have developed a change in perception that leads to change in habits and behaviors as they become more economical in spending and pay more attention to protect their families and their own\u2019s health by utilizing Industry 4.0 conveniences for all shopping activities to avoid crowded space. Business owners and marketing\/PR firms need to keep pace with such change in trends and look out for new opportunities.<\/p>\n

However, Mr. Nguyen Trong Phuoc offered a counter perspective. He thought that there is no \u201cnew public\u201d group because Vietnamese people are \u201cquick to forget\u201d. As long as a brand<\/a> offers certain benefits to consumers in the form of good quality, low pricing or promotion, then they will be captivated and thus easily slip back to the \u201cold normal\u201d.<\/p>\n

Dr. Cl\u0101ra Ly-Le shared: \u201cIt\u2019s still too soon to identify the existence of a \u2018new public\u2019 group, everything is temporary. Each public group has different concerns.\u201d As with herself, her decision in choosing certain brands now is not only influenced by their products\u2019 quality, but also the brand\u2019s corporate social responsibility<\/a> (CSR) presence during the pandemic. Her answer belonged to the 20% \u2018Not sure\u2019 group.<\/p>\n

Awareness \u2013 The public\u2019s most substantial change after the pandemic<\/h4>\n

The government\u2019s requirement for citizens to wear face masks in public, sanitize their hands frequently and limit crowd-gathering to protect the public\u2019s health has had certain influences on how people think. Even after social distancing, we could see most people still adhering to the disease prevention rules from prior. Perhaps, the shopping and eatery markets still have a long way to go before they reach the hustle-and-bustle status like before.<\/p>\n

After the pandemic, consumers\u2019 awareness remains. Digitalization and traditional journalism have proven their strengths, become the main concerns and received a huge volume of interactions from users,\u201d Dr. Ly-Le assessed.<\/p>\n

According to Dr. Ly-Le, as soon as the public recognizes the convenience of using technology<\/a>, which has both avoided them of spreading infections and made life easier, it\u2019s possible that they will maintain this practice rather than revert to the old ones. In addition, according to data from Similar Web, the number of views on traditional media platforms escalated since readers sought to filter out the fake news that ran rampant on social media. This strong comeback of traditional media has showed that people are placing more trust on professional newsrooms. PR practitioners need to take this fact into consideration for their future PR activities, since there was a priority on social media before the pandemic broke out.<\/p>\n

The \u201cnew public\u201d has always existed, PR practitioners must keep their eyes peeled<\/h4>\n

Looking back at the forum\u2019s initial survey result, Mr. Khoa My said: \u201c60% of participants voted \u2018yes\u2019 for the existence of the \u2018new public\u2019. This is not a small number, but the remain 20% of the two segments opted for \u2018unsure\u2019 or \u2018no\u2019. Each answer has its own rationale, and regardless of the existence of the \u2018new public\u2019 group, PR practitioners always need to move along with the target audience by studying their behaviors, habits, and awareness.\u201d<\/p>\n

PR practitioners are always sensitive to the current events. Every incident prompts PR professionals to try to understand the target audience\u2019s emotions, thinking, and behaviors in order to keep up with the latest trends. Therefore, \u201cas soon as we\u2019re aware of the changes, then the first thing we do is to change our own mindsets and execution strategies to understand the consumers\u2019 insights,\u201d Mr. Trong Phuoc said.<\/p>\n

Likewise, Dr. Cl\u0101ra Ly-Le said that there is no \u2018new public group\u2019, but rather, the emergence of the public\u2019s new awareness after the pandemic. Depending on the different target audience, we must lay out different foundations when rolling out a new communications\/advertising campaign<\/a>. Moreover, PR budget planning has to be mindful of in any strategies. Instead of targeting broadly to a \u2018general public\u2019, companies should try to \u201cnarrow down, concentrate on\u201d as we determine our core audience segment. This would save a lot of financial resources amidst this time of economic hardship. Therefore, the industry requires us to be adaptive to the changes in the market and keep a sharp eye on the public even in the \u2018normal\u2019 times \u2013 only then can we achieve work efficiency.<\/p>\n

Finally, the forum wrapped up with the farewell and an insightful quote from Mr. Thanh Danh, \u201cChange is not important, the important thing is our attitude toward the change. If we see it as a challenge, then it will be a challenge. If we see opportunity in it, then it will be an opportunity<\/a>. Turn the challenge into opportunity, and regardless of our occupations or fields, as long as our hearts are in it, we will reap the well-deserved fruits of our labor.\u201d<\/p>\n

###<\/p>\n

About EloQ Communications<\/strong><\/p>\n

EloQ Communications is an independent communications agency which acts as the eyes, ears, and voice of its clients in the Vietnamese market. Combining local expertise with a global perspective, EloQ works with foreign and Vietnamese companies of all sizes and industries to enhance their images and extend their reach in the Vietnamese market.\u00a0\u00a0<\/strong><\/p>\n

EloQ offers a range of marketing services, including PR, social marketing, digital marketing, influencer marketing, business and product branding, crisis communication, integrated strategic planning, and event planning.\u00a0 The agency values modernity, transparency, and flexibility above all.<\/p>\n

For more information about EloQ and its services, please visit\u00a0www.eloqasia.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

On June 4th 2020, Dr. Cl\u0101ra Ly-Le, Managing Director of the marketing communications agency EloQ Communications, took part in a webinar held by the Vietnam Public Relations Network (VNPR). With the participation of guest speakers who are top experts in Read More …<\/a><\/p>\n","protected":false},"author":76,"featured_media":512,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[36,613,37,367,11,35,73,368,366,74,71],"yoast_head":"\nWebinar on \u201cnew public after pandemic\u201d attracts attention of Vietnamese PR practitioners - EloQ's Newsroom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.eloqasia.com\/?p=511\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Webinar on \u201cnew public after pandemic\u201d attracts attention of Vietnamese PR practitioners - EloQ's Newsroom\" \/>\n<meta property=\"og:description\" content=\"On June 4th 2020, Dr. Cl\u0101ra Ly-Le, Managing Director of the marketing communications agency EloQ Communications, took part in a webinar held by the Vietnam Public Relations Network (VNPR). 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