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This report aims provides insight into the Banking Industry in Vietnam. We look into people's preferences into their customer experience; using either traditional or digital banks, we deep dive into the topics driving social conversations about the banking industry, and the top mentioned brands related to the banking industry in Vietnam.

We have explored the latest trends and unpacked the current situation faced by the digital banking industry in Vietnam.

Download the whitepaper and read more.

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Media Monitoring is more than just a buzz word 

There are many common misconceptions about media monitoring that need to be cleared up sooner rather than later to give your brand the best chance of positive PR. Rather than letting your company succumb to the myths and misinformation being spread around, here are three of the most prevalent misunderstandings and the fact behind the fiction:

There's more to media monitoring than the digital platforms.

Myth #1 - You only need digital

While digital platforms are becoming more important to media monitoring, this is by no means the only area you need to be covering. Tweets, online newspapers and blogs are of course crucial, but so too are traditional media options, like local newspapers, talkback radio and other offline sources.

In fact, the best way to approach your media monitoring strategy is to accept that digital and traditional media are commonly connected, rather than separate features. For instance, social is often used as an extension to broadcast offerings, according to a study from Nielsen.

Here at Isentia, we understand that all platforms are important. No matter how small. 

Myth #2 - Only the big publications matter

For many companies, getting the brand name or products mentioned on a national radio show or published in a country-wide newspaper can mean a big break. Alternatively, a negative story across these major platforms could result in a significant blow to your reputation and profitability.

It is clear, then, that keeping tabs on the big media players is crucial. However, while some media monitoring providers will focus on national newspapers, big brand radio shows and other major publications, these strategies could be missing an important element.

National publications can give you a clear picture of what millions of consumers are reading, thinking and discussing, but this is unlikely to give you much information on what the local people believe.

If your business operates in a rural or remote location, you need to be tracking the local publications.

If your business operates in a rural or remote location, you need to be tracking the local publications - no matter how small. Similarly, even newspapers circulating in smaller parts of big cities can provide a significant level of insight, if only you are aware of their readership and content.

Myth #3 - Listening is the most important part

While media monitoring is critical for business success, listening to the conversations about your brand and industry is far from the be-all and end-all to your strategies.

Once you have uncovered a relevant story or discussion, it's not enough to simply stand idly by and learn from the experience. Taking the next step involves getting an insightful and useable report, deciding on relevant and effective action and getting involved in the discussions.

Of course, this is all easier said than done, but with the right media monitoring tools, you can get started with your best foot forward. Click here to check out some of our services so that you can be on the right track! 

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I crowd-sourced some opinions on ‘how PR has evolved’ via Facebook before this article was penned, and ‘chaotically’, ‘always-on’, ‘unpredictably’ and ‘intense’ were among some of the top keywords surfaced. Exactly how fast is the news-making cycle today? I’ve experienced it first-hand a couple of weeks ago.

9am, on my way to work, I posted on my Facebook page about a new flat fare option launched by local taxi company ComfortDelGro. 

By 11 am on the same day, three interview requests had arrived via Facebook Messenger from three different publications. By 2 pm, all interviews were completed on WhatsApp and my name appeared in the papers on the very next day. The whole event took place in less than 24 hours.

This is a glimpse of how news is made in this day and age. Journalists today are online and on social media; they are following key opinion leaders (KOLs) to get opinions. Gone are the days when they relied solely on press releases and spokesperson soundbites to write news and when public opinion was easier to gauge as people were only accessing a handful of mediums to receive information.

The convergence of digital, social and mobile has added layers of complexity in PR and clearly disrupted the practice, as news today becomes 24×7 and travels across the globe at the speed of the internet. The infamous United Airline incident for example, although happened in Chicago, created an uproar and boycott in China and trended in the top news on Weibo, all because of the power of social media.

The rise of digital and social certainly has benefited PR by creating the direct relationships with people, rather than requiring a media filter. To fully unleash its benefits, the best PR talents should strike the balance between creating content that people actually want to read, listen to or watch, and providing what traditional journalism would consider “news.”

With a good piece of content and story at the core, PR professionals are required to have the ability to navigate an increasingly complex media environment and to embrace the beauty of digital and social to enhance storytelling.

Instead of issuing a formal corporate announcement, why not consider tapping on Facebook Live for product launches and public activations? OCBC Bank recently launched its Stay True campaign via Facebook Live, where the bank’s Head of Consumer Financial Services was put through a lie detector test. The video garnered over 200,000 view to date.

Another example of leveraging digital to innovate traditional PR approach is a revamp of online corporate newsrooms. Dynamic Newsroom is a mash-up of PR, content and digital, which is designed to drive engagement, not simply overload information. It takes the best of everything we know about media relations and hosting content online, to more effectively connect brands with journalists.

Having talked about the benefits and opportunities, I also would like to caution that this trend of digital and social convergence also poses certain threats.

As social media increasingly becomes a main source of news and information and due to the fact that most social media content is user-generated, in order to boost visibility and garner likes and shares, brands and citizen journalists have been noticed to use unethical techniques to make their content exciting or ‘viral’. Such fake news and clickbait headlines are detrimental to brand reputation and consumer trust.

With great power comes great responsibility. The ability to earn credibility becomes even more important in an era of round-the-clock marketing messages. PR is becoming even more important and relevant than ever as the most reliable voice.

Originally published on Digital Marketing Asia 

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Australia’s upcoming social media ban for minors hasn’t been primarily driven organic debate. Instead, it’s unfolded through a deliberate, tightly paced sequence of government-led communications, each phase designed to build momentum, secure legitimacy, and keep control of the public narrative.

What we’re seeing in the media data isn’t a spontaneous rise in interest, but a pattern of spikes that line up neatly with major government moments. Each one serves a purpose in a broader narrative strategy, and each reveals something about where the public conversation is heading next.

The rollout of Australia’s social media ban has followed something of a three-act script. It really began on the world stage, with Prime Minister Albanese’s UN address framing the policy as a “world-first” and earning global praise that positioned Australia as a leader rather than a legislator under pressure, a narrative heavily amplified across bulletins nationwide. Momentum built when Denmark echoed the proposal, turning the story from an Australian policy into a global movement and giving journalists a reason to return to it without new domestic detail. Subsequently, the focus shifted home, with the launch of the government’s ad campaign. Coverage has moved from delivery to confirmation, from diplomacy to daily life, embedding the message of child safety through stories designed to connect emotionally with parents before the ban takes effect. 

Media coverage of the social media ban is being driven by a hierarchy of voices. At the top are the political architects, Anthony Albanese and Anika Wells, who account for 68% of all quoted commentary. Their dominance reflects a message tightly controlled from the centre, with each public appearance designed to reinforce authority and focus the debate. eSafety Commissioner Julie Inman Grant follows as the enforcer, providing regulatory credibility and keeping the story alive through ongoing updates and meetings with tech companies.Around them, Emma Mason’s personal story gives the policy its emotional weight, while expert voices like Dr Jason Nagata and Mitch Prinstein lend scientific legitimacy. Counter-voices such as Patrick McGorry are present but faint, just 1% of total commentary. Together, these strands create a coordinated ecosystem where political leadership, regulation, expertise, and emotion work in unison to sustain a single, dominant narrative.

The next layer of coverage reveals how the story’s momentum is being sustained, not just by government messaging, but by the constellation of organisations caught in its orbit. Meta, Google, TikTok, and Snapchat remain the gravitational centre of the conversation, collectively shaping more than a thousand mentions each. They are the policy’s focal point and the media’s shorthand for what’s at stake. 

Stories about ministerial meetings, enforcement challenges, and pleas for exemptions ensure these brands stay in the headlines, but on government terms, framed as subjects of regulation rather than equal participants in debate. This has also surfaced one of the key underlying questions: Will the ban actually work? There is a significant narrative thread focused on the practical challenges of enforcement, with YouTube widely quoted in the media as saying the ban is "'extremely difficult' to enforce". 

With the media also reporting that the government will rely on "artificial intelligence (AI) and behavioural data to reliably infer age" rather than hard age verification, the public is left asking: If tech giants say it's unenforceable and teens are already finding ways around it, what will this law actually achieve? 

The eSafety Commission anchors the enforcement narrative, while the European Commission’s support sustains the “world-first” framing abroad. As the scope of the ban widens, platforms like Roblox, Discord and Reddit have been pulled into focus, signalling how the policy, and its coverage, keeps expanding. This has forced the core question into the open: What is a "social media platform" in 2025?

Although the government’s narrative still dominates, a set of counter-stories is emerging, focusing on the policy’s real-world consequences. Central to these stories are concerns about young people losing access to vital online connections, particularly among regional or marginalised communities. Advocates for the LGBTIQA+ community and youth mental health experts like Professor Pat McGorry argue that the ban could isolate teenagers who rely on online spaces for support, and entrepreneurial opportunities. Other reporting has questioned the reliability of AI-based age verification, the volume of data collected, and the risk that well-intended rules might backfire, creating unintended consequences that contradict the policy’s goal of child safety. These counter-narratives remain smaller in scale than the dominant political messaging, but they cut through because they frame the debate around everyday impacts rather than top-down authority.

A particularly visible strand of coverage centres on the unclear definition of “social media” in the legislation. While the public typically thinks of platforms like Instagram and TikTok, the law’s wording has forced a broader debate that draws in platforms such as Roblox, Discord, and Steam. The eSafety Commissioner’s proactive enforcement measures have highlighted these regulatory ambiguities, prompting media to question whether platforms with different primary purposes should be included and whether the policy might trade one harm for another. Discord drew attention following a poorly timed data breach, which the public and media linked to potential ID theft risks. These reports show how regulators and secondary players can keep the conversation alive, highlighting risks, opening new angles, and forming alliances that complicate the policy debate. A notable example is YouTube’s effort to argue it should not be classified as a social media platform, citing the platform’s role in launching careers like Australian artist Troye Sivan as part of a broader cultural and creative ecosystem.

Together, these stories illustrate that while the government controls the main narrative, emerging counter-voices are beginning to shape the media conversation in ways that emphasise practical and social realities.

Learn how Isentia helps comms teams manage media coverage and public opinion around major policy changes.

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