Not just "counting cards
20% per year is an extremely ambitious compound growth figure. If we simply understand it as increasing the number of articles, we will fall into the trap of "achievement disease" - mass production of superficial content, lacking depth to meet KPI.
This strategy focuses on the quality of presence. "Positive sentiment" is not just empty praise. It must be information that can lead awareness, create sympathy and promote behavior (wanting to travel, wanting to invest, wanting to cooperate).
To optimize measurement efficiency, the management system needs to shift from emotional assessment to quantitative management based on empirical data. Relying on manual summary reports, which are slow and have errors, is no longer appropriate. Instead, it is necessary to build a multi-layered KPI system, tightly structured, fully reflecting the effectiveness of external activities:
- Awareness index: Measuring the frequency of appearance and percentage of discussion (Share of Voice) of the keyword "Vietnam" in the global information flow; comparing with countries in the region to determine the position of the national brand in international media.
- Sentiment index: Analyzes the ratio of positive, neutral, and negative information to assess brand "health"; applies emotion algorithms to grasp the actual attitude of users on social networks.
- Conversion Index: Measuring the effectiveness of conversion after communication, reflected in search fluctuations for aviation, accommodation and level of interest in direct investment in Vietnam, thereby reflecting the practical value of promotional activities.
National database: Digital assets of diplomacy
One of the breakthroughs of the Strategy is the requirement to build a "Media database promoting the image of Vietnam". This is the "brain" of the entire campaign. Where does this data come from? From international newspapers, from cross-border social networking platforms (Facebook, TikTok, YouTube, Twitter/X), from travel review sites (TripAdvisor, Agoda) and even periodic surveys with foreigners.
This system will operate like a real-time "rada" (Real-time dashboard). Instead of waiting until the end of the year to know what Vietnam's image is like, managers can know immediately: What are French tourists complaining about visas this week? Which areas are US investors interested in? Which keywords about Vietnam are "hot" in Japan?
Big Data analysis and AI applications allow personalization of messages instead of mass media. The European-American market prioritizes sustainable culture and tourism; Northeast Asia emphasizes cuisine and check-in experience; investors are interested in stability and open policies. Targeting the right audience, at the right time, with the right message - that is the only way to achieve KPI 20% in a substantial way.
Handling crises is protecting brands
The communication strategy to promote Vietnam's image abroad in the period 2026 - 2030, with a vision to 2045, especially emphasizes the process of handling communication crises. "Silence is gold" is no longer true in this context. Silence is synonymous with giving way to fake news and negative prejudices.
We need an inter-sectoral "Red Alert" mechanism. When negative news appears, the Social Listening system will warn. Immediately, the Ministry of Culture, Sports and Tourism, the Ministry of Foreign Affairs and relevant localities need to have a unified, fast and transparent response process.
Sincerely apologize if wrong, clearly correct if misunderstood and announce specific remedial solutions. Crisis handling is the "filtering net" to protect the proportion of positive information that we painstakingly build.
When every citizen is a media channel
The State budget, no matter how large, is finite compared to the global information ocean. To achieve the ambitious goals by 2030 and 2045, the key lies in "Socialization".
The public-private partnership (PPP) model needs to be strongly applied in national promotion: the State creates mechanisms, provides data and strategic orientations; businesses - especially corporations, airlines, and tourism - are responsible for deploying and spreading. When VinFast entered the US, Trung Nguyen opened a store in Shanghai, or Viettel reached out globally, they not only sold products but also promoted the image of Vietnam. The success of the business is also the success of the national brand.
In particular, the Strategy values the role of 5.3 million overseas Vietnamese and tens of millions of domestic social network users. Each citizen holds a media channel (Facebook, personal TikTok). If each person shares a beautiful image, a good story about Vietnam with a national hashtag, we will have a huge media wave that no budget can buy. KPI 20% is now divided into the responsibility and pride of each citizen.
When the measurement system shows that the "Likes" and "Beliefs" indices for Vietnam increase, that is when investment capital flows are stronger, more tourists return and Vietnamese passports are more valuable. That is the true KPI of a prosperous and happy country.
Assoc. Prof. Dr. Bui Hoai Son - Specialized Member of the National Assembly's Committee for Culture and Society - said: Measuring positive information must be based on many levels: Spreadability, prestige of the source of publication, emotional nuances and especially the level of connection with national image pillars. If you only count the number of articles with the keyword "Vietnam" with a superficially positive tone, it is very easy to fall into formality.
It is necessary to combine big data analysis, AI with qualitative assessment by experts to understand clearly how Vietnam is perceived according to each market and each field. Only when "positive" means increasing real trust and sympathy, will this indicator truly contribute to enhancing the national image, instead of just reporting figures.
