Semester of Graduation

Spring 2024


Master of Mass Communication (MMC)


Manship School of Mass Communication

Document Type



Vietnam is a shining star in emerging markets, with an annual economic growth rate of 6-7%. Its abundant labor supply, stable political climate, and geographic proximity to major global supply chains make it an ideal candidate for manufacturer planning in advanced economies such as the United States, Europe, Australia, Japan, China, and Korea. Investing in public relations and communication management, especially understanding the Vietnamese market, effectively prepares multinational corporations for future business expansion. This mission is difficult for academia and industrial professionals since Vietnam is a “silent country” in public relations research. To fill the gap, this thesis employs the Excellence Theory, contingency theory, and a conceptual framework for environmental variables to identify three significant aspects: (1) conceptualization and operationalization, (2) environmental variables affecting operation, and (3) professionalism and education of public relations in Vietnam. This phenomenon suits conducting in-depth interviews with 20 experienced Vietnamese public relations practitioners. The findings reflect the diversity of public relations practices in Vietnam's business sectors, which are international practices and local practices influenced by socio-cultural factors. Although public relations is thriving in Vietnam, the absence of formal academic knowledge, professional associations, and a code of ethics impedes the field's development.



Committee Chair

Hyojung Park