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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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A look into the changing consumption of news, and believability

It’s not a new statement to say we’ve shifted the way we consume or engage with news. However, it’s often forgotten that this shift isn’t occurring at a ‘moment in time’, it continues. While whether we click, scroll or turn a page, how we choose to consume our media is also more interesting when considering how this changes the behaviors or trust surrounding this activity.

‘When we are no longer able to change a situation- we are challenged to change ourselves ‘– Viktor E. Frankl

Much like the saying ‘you are what you read’, is our chosen method of consumption a reflection of our identity and which does our level trust in what we read, depend on the format.

While it may be easy to image an older generation still pouring over the news within a double page spread, every generation is playing its part in this shift. Looking at Australia specifically, the younger generation is still driving the most change but is this perhaps only a result of never relying on ‘one’ channel for news.

We look into how the landscape has changed, and what else can be unearthed.

Key findings in the shift of the media landscape   

• The growth of stories format and the shift to online videos, audios, images and live streams
• Digital rival’s TV for news consumption
• Social media has replaced ‘serious news’ with the trending, the viral and the buzzworthy
• The news cycle is now 24/7
• There has been a significant increase in fake news and a shift in the amount of trust people have in news
• Australians get their news from the following sources:

• Facebook 41%
• FB Messenger 11%
• WhatsApp 10%
• Instagram 9%
• Snapchat 5%
• 6 out of 10 New Zealanders read news content online and audiences spend almost 3 hours per watching broadcast TV

Trending news

With unlimited access to news and a 24/7 news cycle, people have to find a way to process the information. News happens instantaneously now and what happens today is often forgotten tomorrow.  In the world of social media, most scroll through their newsfeed and only stop to look at topics and buzzworthy or trending stories that are relevant to their current situation. Not only that, watching short video clips that provide main headlines and brief conclusions are on the rise.

Fake news

A recent study conducted by the News and Media Research Centre revealed that 73% of Australian news consumers have experience a range of fake news including:

• Poor journalism (40%).
• Politically or commercially fabricated news (25%)
• Stories pushing a political agenda (38%);
• Advertorial (33%);
• Satire (25%); and
• The use of the term ‘fake news’ to discredit the media (37%)

Those who mainly use online news as their news source were more susceptible to encountering fake news compared to print and TV and as a result, their trust in the news has diminished.

The number of stories labelled ‘fake news’ seems to be increasing almost as quickly as our concern about it. The term has been used for everything from hoaxes and satire, to contentious articles, and genuinely false information. After a data search was conducted for the number of fake news mentions across broadcast, press and online across ANZ, it was discovered Australia had a significantly higher mention rate over a 6-month period in comparison to New Zealand especially across broadcast. Over November, December and January we saw a large spike in fake news mentions across the ANZ region, especially across online - this could be as a result of Facebook being in the spotlight around fake news stories on their platform and several inquests happening during this time.

With this data it can be assumed that with so much fake news being reported, our trust in news will be affected.

Trust in news

'Trust in the news is up — but there's still only a 50-50 chance you'll trust me on that', ABC News Online

The trust in news on social media remains low however trust is highest in established news brands, public broadcasters and print newspapers. Consumers seek quality, credibility and reputation when seeking out the news and albeit its use has been declining since 2016, television is still the most popular platform for news consumption. Although there is mistrust, consumption of news on social media is very much on the rise and although there has been a steady hold with the decline in traditional formats, it could be considered ‘a new balancing act’ as it becomes the norm for digital news consumption behaviours to coexist alongside more traditional means.

Shift in demographics

A study conducted by Western Sydney University outlines younger Australians are the ones driving change in terms of news consumption and below are some interesting facts from the study:

• YouTube is their preferred social media platform (37 per cent), Facebook (15 per cent) Instagram (10 per cent) and Snapchat (6 per cent)
• They do not trust news organisations and are not reading print newspapers
• They engage with news stories as it makes them feel happy and motivated and knowledgeable
• They think news organisations don’t understand young people’s lives and don’t cover the issues that matter to them.
• Social media is a popular news source, but they are not confident about spotting fake news online

Paywalls

Trust leads to payment for news and those who pay for print newspapers or online news sources are much more likely to trust news than people who don’t pay for it. Australians remain overwhelmingly reluctant to pay for online news as there is so much information readily available for free. But when they do pay, they expect more than just the headlines – with trust in the brand and in-depth news analysis being the primary reasons that they would be willing to pay. Interestingly, although print runs are decreasing, their overall readership is not. The combined print and online readership of newspapers has been growing steadily over the past few years. One of the main reasons for the increased discussions around paywalls are due to businesses having a loss in net profit. As a result of this, businesses are introducing an online paywall, to “win back” their lost net profit. After some analysis, we found mentions around paywall to be increasing month on month in New Zealand as it is becoming more of a topical conversation in the land of the long white cloud. Comparatively, Australia are also discussing paywall however the more prominent conversations were earlier this year (February and March) and have been declining since. Could paywalls and digital subscription services be the future of receiving online content and news?

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Why PR and comms teams need to take LLM visibility seriously — and what to do about it

The next time a journalist, investor or potential customer wants to know about your organisation, it’s now increasingly likely they won’t Google you. They'll ask an AI.

They'll type a question into ChatGPT, Claude or Gemini, something like "Who are the leading renewable energy companies in Australia?" or "What's the best PR agency for healthcare in Singapore?" and the AI will give them an answer. The question is whether your own organisation shows up in that answer.

The implications are significant for communications professionals, whether they’re in the agency-side working with clients or in-house managing a brand. The rules of reputation and discovery are being rewritten, and there’s a new kind of playbook that we all need to adapt to. That’s what’s going to take us forward.

The shift no one saw coming, but perhaps should have

For decades, earned media has been the backbone of credibility. A strong piece in a respected outlet signalled trust, authority and relevance. This hasn't particularly changed, but the way that coverage gets used has.

Large language models (LLMs) are trained on vast amounts of publicly available content - news articles, company websites, industry reports, social media, expert commentary. When someone asks an AI a question, it synthesises all of that material into a single answer. If an organisation has a strong, consistent, well-sourced presence across those channels, it is more likely to show up. If it doesn't, it becomes invisible and is absent from the conversation entirely.

Gartner's latest predictions for Chief Communications Officers underline how serious this shift is. They forecast that as LLMs increasingly replace traditional search, PR and earned media budgets will double by 2027. What they say is that this is a communications challenge, one that requires PR expertise to build trust, secure quality coverage, and maintain consistent messaging across stakeholders.

Their research also predicts that by 2029, 45% of CCOs will be using narrative intelligence technologies to monitor reputation amid rising disinformation, a recognition that the old keyword-based approach to media monitoring simply can't keep up with the way stories now form, spread and multiply. 

The AI-generated content loop and why it matters

One of the less obvious risks in this new landscape is what happens when AI starts feeding on itself.

Catherine Arrow, Executive Director of the PR Knowledge Hub, raised this point during Isentia's recent Inside the AI Shift webinar. As she explained, "AI can identify and interpret some publicly available commentary. The difficulty is that we have to be careful about what it is actually reading. You can already see this in AI overviews where the system may refer to online discussion without digging deeply enough into whether the original sources are genuine, reliable or themselves AI-generated. So we end up with AI nested inside AI, nested inside AI."

That creates a real problem for anyone in communications. If the content landscape is increasingly populated by AI-generated material which is optimised to be found by algorithms rather than to inform real people, then the signals that LLMs rely on to build their answers become less trustworthy. Human judgement, original thinking and genuine expertise become harder for these systems to find, precisely because they're being drowned out by content that was designed to game them.

Catherine puts it simply, "People can become immune to this kind of content because it does not sound like the way we speak to each other, nor does it reflect the way genuine relationships are built. Then, when conflict or outrage is layered on top, the environment becomes even harder to interpret."

For PR and comms teams, it's not enough to produce more content. The right content needs to be produced, one that is original, expert-led, and well-placed in the channels and formats that LLMs are most likely to surface.

What this means in practice

So what does it actually look like to build LLM visibility into your communications strategy? It starts with the fundamentals, but applied with new intent:

• Expert commentary placed in credible publications. 
• Thought leadership that's genuinely distinctive, not a rehash of what everyone else is saying. 
• Consistent messaging across channels. 
• Media coverage that's authoritative enough for an AI system to treat it as a reliable source.

This is where the gap between media monitoring and media intelligence becomes critical. Monitoring tells you what's been said. Intelligence tells you how stories are forming, which perspectives are shaping them, and where your organisation sits within those narratives — including how AI systems are representing you.

Dr Nici Sweaney, Founder and Director of AI Her Way, made this distinction sharply during Isentia's AI as a New Stakeholder webinar. "What will set people apart, and what AI cannot replicate is the human lens. The judgment, the relationships, the institutional knowledge, the strategic read of a room. The organisations that lean into supporting their people to harness these tools, rather than just deploying the tools, will be the ones best placed.”

That's an important framing. The answer to AI disruption is to get clear on what only humans can do and then make sure the tools we’re using actually support that.

Staying credible when the noise is deafening

There's a temptation, when faced with a challenge like this, to throw more content at the problem – more posts, more articles, more releases. But Catherine Arrow points out the risks of that approach.

"Maintaining credibility and authenticity means being yourself and not allowing AI to suffocate your identity. That will become harder to do as digital twins, synthetic voices and other tools make it easier for organisations to use it as a mask. The real challenge is not so much maintaining credibility. It is about maintaining humanity, empathy, kindness and a genuine wish to connect with others beyond the AI-intermediated space.”

That advice matters just as much for organisations as it does for individuals. Brands that let AI do their thinking, generating bland, interchangeable content at scale, will find themselves blending into the noise rather than cutting through it. The brands that show up in LLM answers will be the ones with a clear, consistent, well-evidenced point of view.

Dr Nici Sweaney reinforced this from the operational side. "Ethical use is not about not using AI. It’s about using it with intention, honesty, and a clear sense of what good looks like on the other side.”
She was also direct about the risks of rushing in, "Don’t add new shiny AI projects on top of already overloaded teams. That creates resentment, not buy-in. Start by solving the problems people already have."

The cultural dimension

There's another layer to this that often gets overlooked and that’s the cultural one.

Catherine Arrow raised important concerns about how different AI systems can distort or flatten cultural context. Many of the most widely used models are shaped by US language, commercial assumptions and social norms. Chinese models operate within a different political and cultural framework. For organisations working across the Asia-Pacific region, it directly affects how the brand, messaging and the market are understood and represented by AI.

"Different AI systems may distort cultural context by privileging dominant languages, simplifying complex meanings, mistranslating concepts, omitting local histories or reproducing the worldview of their developers and training environments. They may flatten culture by making everything sound the same.”

For communicators operating across diverse markets, this means paying close attention to where content sits, who produced it, and whether the AI systems the audiences are using can actually interpret it with the nuance it deserves.

Where Isentia's platform fits with its new toolkit for AI visibility

This is precisely the challenge that Isentia's Lumina suite was built to address. Lumina is an intelligent suite of AI tools trained on the language, workflows and realities of modern public relations and communications, designed to empower, not replace, the human element of communications strategy.

Isentia's Lumina AI View feature will allow organisations to track how their brand, competitors and key topics are described by leading LLMs, with auditable claims, citations and transparency with regards to the sources. It's the difference between wondering whether AI is getting your story right and actually being able to see for yourself. These aren't generic AI features bolted onto a monitoring tool. They're intelligence systems built for the way communicators actually work.

The bottom line

The communications landscape has shifted. AI isn't just a tool the team might use, it's a stakeholder in its own right, actively shaping how an organisation is discovered, understood and evaluated.

For PR and comms professionals, the priorities are to ensure experts, commentary and evidence are placed widely enough for LLMs to find them and include them in their answers. Intelligence is imperative and required to how narratives are forming across both traditional media and AI platforms. All of this needs to be done without losing the human credibility that makes communications worth paying attention to in the first place.

As Dr Nici Sweaney put it, "The people who get the most from AI aren’t the ones who use the most tools, they’re the ones who understand their work deeply enough to know exactly where AI can add the most leverage."

That's the opportunity. The question is whether we’re set up to take it.

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To explore how Isentia's Lumina suite can help your team navigate AI visibility, get in touch or discover Lumina.

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