In addition to building a solid internal strength from internal communications, schools also boldly invest in "appearance" with modern film studios and diversify access channels, especially to generation Z.
Building a solid communication foundation
Communication activities at universities play a key role in shaping the image, attracting students and conveying core values. At the International University (Ho Chi Minh City National University), Ms. Nguyen Thi Bich Ngoc - Head of the School's Communication Department shared that the unit has made efforts and oriented in improving the effectiveness of the school's communication activities.
One of the unit's top priorities is to build and strengthen internal communications. MSc. Ngoc said that the department has made efforts to form a network of collaborators with the participation of communication support staff from units such as faculties, departments, offices, and centers. To improve the capacity of this team, the Communications Department has organized training courses, providing professional knowledge on how to write news, take photos, and draft information to post on social networking platforms.
In addition to internal communications, the Communications Department focuses on developing regulations for posting information on the official websites of the school and its units. All information pages operated by the units receive management support from the Communications Department.
For the official school-level information page, the Communications Department is responsible for management and operation. This is to ensure the consistency and accuracy of the information published. For the school's social networking page, the unit will plan in detail the information posting schedule on a daily and weekly basis, ensuring that the content is always updated and appropriate.
According to MSc. Ngoc, the Communications Department plays a key role in organizing and editing news articles about school-level events, as well as information that is consistent with the school's communications strategy, to be posted on official channels.
Regarding relations with the press, Ms. Ngoc said that the school's Communications Department plays the role of a bridge between the two sides. With the information sent by the school to the mass media, the Communications Department will be primarily responsible for processing information, editing, consulting with school leaders and sending out the most complete product.
At the same time, the Communications Department is responsible for directly contacting relevant units, thereby making detailed plans for scripts, interviewees, etc. when newspapers and radio stations produce news bulletins, reports, and documentaries about the school.
Open studio
Not only stopping at internal communication, many schools have entered the race to invest systematically in technical communication infrastructure, especially modern studios and professional crews. More than 3 years ago, the University of Finance and Marketing put into use Studio S2 at its headquarters in Ho Chi Minh City with a total investment of nearly 2 billion VND.
The studio is fully equipped with modern sound and lighting systems and advanced soundproofing technology. Not only is it a media content production center for the school, the studio is also a practice environment for students.
At Ho Chi Minh City University of Technology and Education, UTE-TV Studio and UTE-TV Channel were established in July 2017 with the main goal of improving the effectiveness of the school's communication and enrollment work. With an area of about 100 m2 and an initial investment of about 2 billion VND, the studio is continuously upgraded with modern equipment.
“We continuously invest in livestream systems, video and audio recording equipment to create high-quality audio-visual products, serving both teaching and visual communication of the school,” shared MSc. Le Viet Tien - Deputy Head of the school's Communications Department.
The multi-purpose equipment and studio system is used for many important activities such as: Online admissions consulting; recording lectures for lecturers; online teaching; organizing live broadcasts, seminars with businesses or celebrities.
One of the outstanding activities of UTE-TV is the production ofeducational and entertaining audio-visual products. The channel regularly produces quarterly School Newsletters and organizes live broadcasts of major and minor school events, such as opening ceremonies, graduations, cultural and artistic activities, etc.
In addition to the staff, the school's Communications Department currently has a team of collaborators of more than 100 students, working in areas such as filming, taking photos, writing news, posting on social networks, creating content, editing videos , acting, presenting, editing sound, hosting programs, designing, etc.
Higher education institutions are showing strong adaptation to the digital age, as most schools have actively applied technology to diversify communication activities. This is the highlight information given in the 2023 report on communication of higher education institutions and teacher training colleges, published by the Office of the Ministry of Education and Training .
The report shows that schools have quickly grasped and kept up with digital technology trends, applying this application to serve effective communication activities. This not only helps information spread more widely, but also creates modern and attractive approaches to the public.
Popular communication methods applied by schools include: Coordinating communication with partners, organizing events, proactively building communication campaigns and focusing on building brand image.
Increase value, reach young people
Although today's communication channels are diverse, from vibrant social networks to live events, "real value" is still the key factor, shaping the effectiveness and sustainability of every university strategy. Associate Professor, Dr. Nguyen Duc Trung - President of Banking University of Ho Chi Minh City believes that the quality of education and the reputation of the school are the core to attract and bring trust to parents, students and society.
The success of university communication lies not only in the application of technology, but also in the ability to convey the true values of each educational institution. These values are the solid foundation, helping schools build their image and connect sustainably with the public in the digital age.
MSc. Pham Thai Son - Director of the Admissions and Communications Center, Ho Chi Minh City University of Industry and Trade also believes that true value is a strategic factor to approach society, especially with Gen Z - the main communication target group of schools today.
“Each communication content needs to be associated with at least one brand pillar such as training quality, student creativity, applied research, business connections or community responsibility,” emphasized Master Pham Thai Son.
Mr. Son gave an example that each school year, the school often launches campaigns with specific oriented themes, such as "Green University - Innovation for Sustainable Development" or "Student Entrepreneurship - Not Just a Dream".
As a result, the content is not disjointed but becomes a long, connected and inspiring story. This approach helps the school not only promote its brand, but also differentiate itself, build a consistent and close image to the public, especially young people of the Gen Z generation.
When discussing how to reach Gen Z on digital platforms, Master Pham Thai Son especially emphasized that university media today needs to "touch" the hearts of viewers instead of just providing information.
“It’s not about saying it out loud, it’s about saying what Gen Z cares about, in the way Gen Z loves. Schools can’t wait for students to come to them, they have to be proactive in showing up on the right channels, with the right content, and in the right language,” he shared.
In addition, the application of new technology in communication is also a key factor. Platforms such as TikTok, YouTube Shorts and Facebook Reels have become strategic “fronts” for schools to build their brands and connect with the younger generation.
The report on communication work in education by the Office of the Ministry of Education and Training (2023) shows that universities use many different channels, from newspapers, social networks (especially Facebook), television, radio to email, live events, chat, phone and take advantage of both organizational and personal networks.
Of the 271 universities and colleges surveyed, about 96% of them are operating their own electronic information portals and more than 94% have official fanpages on Facebook.
Source: https://giaoducthoidai.vn/truyen-thong-giao-duc-xay-dung-noi-luc-kien-tao-dien-mao-post738064.html
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