Vietnam is entering a new stage of development with the aspiration to become a powerful nation with influence and a solid position in the region and the world . In that process, building and positioning the national image is not only the sole task of the media industry, but also an integral part of each component of the country's overall development strategy.
That is the opinion of Ms. Vu Viet Trang, General Director of Vietnam News Agency in the discussion "Positioning Vietnam - Media promoting national image in the new era" held on July 10 in Hanoi .
The seminar was organized by Vietnam News and Law Newspaper, Vietnam News Agency, in coordination with the Department of Grassroots Information and External Information (Ministry of Culture, Sports and Tourism) to collect comments and contributions for the Draft Strategy for Communication to promote Vietnam's image abroad.
Increase positive perception of Vietnam
Speaking at the opening of the seminar, the General Director of Vietnam News Agency said that this was an opportunity for managers and experts to exchange and discuss comprehensively the Communication Strategy to promote Vietnam's image abroad - a strategic task, both urgent in the short term and requiring a long-term vision and innovative and effective implementation methods.
This is also a step to concretize the Party's important orientations: Conclusion No. 57-KL/TW of 2023 of the Politburo on improving the quality and effectiveness of foreign information work; Resolution No. 59-NQ/TW on international integration; and especially the spirit from the article "Striving in international integration" by General Secretary To Lam - a strong message about Vietnam's aspirations and mettle in the international arena.
According to Ms. Vu Viet Trang, the Draft Strategy for Communication to Promote Vietnam's Image Abroad, developed by the Ministry of Culture, Sports and Tourism, has set clear goals: Increasing the level of positive recognition of Vietnam on international press channels and digital platforms; shaping an image of Vietnam as stable, creative, developed, rich in identity and friendly.
As a national news agency, the key foreign press agency in the national media system, Vietnam News Agency not only introduces the image of Vietnam to the world, but also connects the world with Vietnam through diverse press products. Along with that, Vietnam News Agency has cooperative relations with more than 40 international news agencies and press agencies, and is an active member of regional press organizations such as the Organization of Asia-Pacific News Agencies (OANA), Asia News Network (ANN)...
“We always strive to expand our cooperation network to bring Vietnamese information to friends around the world more directly and effectively,” Ms. Vu Viet Trang shared.
Regarding the Draft Strategy for Communication and Promotion of Vietnam's Image Abroad, Director of the Department of Grassroots Information and External Information (Ministry of Culture, Sports and Tourism) Pham Anh Tuan said that the competition for national image is increasingly fierce, while Vietnam's image is still not commensurate with its achievements. Therefore, the Government has assigned the Department the task of drafting a systematic, long-term Strategy to affirm its worthy position on the world map.
The general goal set out in the Strategy is to promote positive information about Vietnam at home and abroad to increase positive recognition of an image of Vietnam as “Stable, developing, innovative and creative, rich in cultural identity,” thereby enhancing the country’s position in the international arena.
According to the Strategy, expected to be submitted to the Prime Minister this July, by 2030, 100% of provinces and centrally-run cities will carry out communication and promote local images abroad in a unified direction; organize at least 10 key international communication campaigns; increase the level of positive content about Vietnam in international press and digital platforms to at least 80%.
The strategy also aims to put Vietnam into the group of 40 countries with high positive exposure in global media, attract 35 million international visitors by 2030, and set a target for the cultural industry to contribute 7% of GDP by 2030 and 8% by 2035.
Enhance digital communication
Building a modern, synchronous and competitive communication strategy in the region is considered an important step to spread Vietnamese values in a rapidly changing world.
In the context of increasingly consolidated national prestige and position, along with the increasing trust of the international community in Vietnam's institutions and governance capacity, arousing the aspiration for development and the image of a powerful nation has become an inevitable requirement.
According to Director Pham Anh Tuan, image promotion communication is a strategic task, supporting diplomacy, investment, trade, and tourism. The strategy needs to be synchronous, unified, with a clear measurement mechanism; enhancing digital technology, digital communication, digitally connecting Vietnam with the world; mobilizing comprehensive resources, implementing effectively, focusing; communicating appropriately to the target audience, location, and focus.
“The media content focuses on deepening the image of Vietnam as a peaceful and stable country; a developed country, a center of innovation and creativity in the region and internationally; a country rich in cultural identity, diverse in unity and a hospitable, friendly, livable country, rich in experience,” said Mr. Pham Anh Tuan.
Contributing to the communication solution to promote the national image, Mr. Doan Duc Thuan, Deputy Director of the Institute for Brand and Competitiveness Strategy Research, said that there needs to be coordination between 3 levels: Government, businesses and people. The government level will select unique values of Vietnam, unique cultural and historical features, suitable for the times and development trends. Businesses and each citizen will be the force of innovation, highlighting the values of Vietnam, helping to shape the national brand in today's complex developing world.
The representative of the main foreign press agency, the General Director of Vietnam News Agency, said that it is necessary to identify 4 key orientations in implementing the Communication Strategy and promoting Vietnam's image abroad.
First is to innovate and diversify the way we tell the story of Vietnam. We need authentic, emotional, inspiring stories to help the world understand a Vietnam that is both dynamic and modern, while preserving its traditional cultural character.
Next is to expand multilingual products because external communication is only effective when it overcomes language barriers.
Ms. Vu Viet Trang also emphasized the need to promote public-private cooperation in the media. Building a national image cannot be the sole responsibility of press agencies. There needs to be a mechanism for close coordination between mainstream press, technology startups, large enterprises, citizen journalists, etc. to create widespread influence, with reliable, attractive and diverse content.
Besides, it is necessary to strengthen connection and information exchange with international news agencies.
At the Seminar, delegates discussed, shared experiences, and contributed ideas to the content of the Strategy. Topics focused on national image positioning, methods of telling Vietnam’s story to the world, international experience in building national brands, as well as the role of digital media and the force of “independent storytellers” in the multi-platform era./.
Source: https://www.vietnamplus.vn/xay-dung-chien-luoc-truyen-thong-dinh-vi-hinh-anh-quoc-gia-trong-ky-nguyen-moi-post1048944.vnp
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