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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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A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 Victoria State Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads, Blogs and Forums. This edition covers conversations and coverage from 26th October - 2nd November 2026, highlighting what’s shaping the election conversation.

1. Election Conversation

Media = news coverage of the Victorian state election (TV, radio, newspaper, magazine, online news). Social = public posts across X, Facebook, Instagram, TikTok, Threads, Forums and Blogs — everyone posting, not just media outlets. The two are counted separately and summed, with no overlap between them.

2. Media Issue of the Week

Party Leaders Agree to Four-Way Election Debate

The week began with a long-running political standoff over the election debate format finally breaking. Opposition Leader Jess Wilson had spent weeks demanding a one-on-one contest with Premier Ben Carroll, framing it as a straightforward choice between the two major parties. Carroll, however, had pushed for a 'three-way contest' that included One Nation's Warren Pickering, a move some commentators saw as an attempt to split the conservative vote. The deadlock ended on Tuesday when Wilson reversed her position, agreeing to a four-way 'People's Forum' hosted by News24 and the Herald Sun, but only on the condition the Greens' Ellen Sandell was also included. Wilson then told media that Carroll was 'hiding' and needed other leaders as 'comfort blankets'. The final agreement, confirmed on Wednesday, will see all four leaders face questions from undecided voters in a single event next week.

The debate format is part of a wider contest over how the campaign is framed. Wilson's initial position would have presented the election as a choice between government and opposition. Carroll's push to include Pickering was seen by some as an attempt to draw support away from Wilson on the right. By agreeing to a four-way format on the condition that the Greens were included, Wilson presented Carroll as avoiding a direct contest and herself as open to a broader discussion. Wilson's 'comfort blankets' line became the week's most repeated soundbite.

The story dominated political coverage from Monday through Thursday, generating over 220 articles. It was largely a story about campaign process rather than policy. Headlines like 'Snags and snipes: Leaders sizzle over debate' focused on the personal friction between the leaders, while sustained coverage also followed each change in the negotiations.

3. What's happening across media and social?

How the same issues and parties are landing in the news versus in public conversation

One Nation is punching above its media weight online, drawing a bigger share of social conversation than news coverage. Campaign & Election Process is a bigger talking point in public conversation than it is in the news.

4. Party Share of Conversation

Combined share of media + social mentions this week — attention, not polling

Shares add up to 100% of the six parties shown. Share of conversation measures how much each party was mentioned across media and social this week, not polling, voter intention or electoral support.

5. Top candidates this week

Ranked by combined media + social mentions · share of mentions among the five candidates shown

Mentions measure attention, not popularity, approval or electoral prospects.

6. Election issues

Top themes this week

Top themes this week, media + social combined · share of mentions among the four themes shown

What's inside each topic?

The specific stories driving each theme above, as a share of that theme's own coverage

What's driving conversation about each party?

Each party's top issues in social conversation this week

7. Top election promises

This week's most-covered costed pledges, media + social combined

8. Where the coverage came from

Media type and social platform split this week

Top outlets: 3AW, News24, ABC Radio Melbourne
Most active accounts: JackLit10200548, Commoncents21, Dedicatedlyfirm

9. Issues to watch

What communicators should keep an eye on next week

• Monitor the debate's impact on leader credibility, as the four-way format could elevate minor parties and reshape voter perceptions of competence, forcing communicators to prepare for a more fragmented narrative landscape. Watch for post-debate polling shifts and which leaders' styles resonate on key issues like cost of living.
• Track how business groups respond to Victoria's 'worst for business' ranking, as parties will face pressure to address economic confidence in their messaging. Look for new policy announcements aimed at reversing this perception and any attempts to link it to government integrity debates.
• Assess the fallout from candidate controversies, as One Nation's social media scandal and the assault charge could test party discipline and public trust. Watch for how each party manages these reputational risks and whether they shift focus back to core policy pledges like health and infrastructure.

---

If you want to find out more about how Isentia can help you understand the Victoria state election media landscape, please reach out to us here.

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