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The paper argues that multinational corporations (MNCs) are best placed to progress public relations (PR) practice in Vietnam through significantly expanding their corporate social responsibility (CSR) programs. While there are many MNCs in Vietnam that warrant analysis regarding their CSR efforts, American coffee giant Starbucks is an instructive starting point as it is generally renowned for its...
Our exploratory research into contemporary PR practice in Vietnam is underpinned by 12 semi-structured interviews with senior Vietnamese PR executives from various agencies. We selectively use professionalism as an underlying theoretical framework to explore key areas of PR as a profession in Vietnam by considering the impact of environmental variables such as culture and the media system. This paper...
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