Navigating PR in Vietnam: Strategic Communications in the "Doi Moi 2.0" Era

Vietnam is currently undergoing a structural and economic maturation that many are referring to as "Doi Moi 2.0". Just as the original Doi Moi reforms of 1986 opened the nation’s economy, this new era is characterised by regulatory refinement, sustainable growth, and deeper integration into the global financial ecosystem.

If you are doing business here, you've probably noticed one major shift: the recent restructuring of the Vietnamese press.

The New Media Landscape in Vietnam

Since early 2025, Vietnam's media landscape has been undergoing a radical transformation. The government initiated a phased plan to streamline the industry, which is an ongoing consolidation process that targets the merging or shuttering of over 180 media outlets.

For businesses accustomed to the old ways of operating, this presents a real challenge. It has fundamentally changed how corporate reputation is built in Vietnam.

"We don't view the consolidation of Vietnam's media landscape as the death of traditional PR. Rather, we see it as the birth of high-stakes, strategic communications. Credibility is the new currency." — Oliver Ellerton, Director at Ellerton & Co.

Why Strategic PR is Essential for Growth in Vietnam

Vietnam's "rocket fuel" era is here, with GDP growth projected at 10% for 2026. However, with newsrooms shrinking and editorial standards tightening, the traditional "press release blast" will simply be ignored. To succeed in Ho Chi Minh City, Hanoi, or the wider Southeast Asian corridor, brands must bridge the gap between global standards and local idiosyncrasies. media nuances. 

Going Beyond the Mass Pitch

A common challenge in Vietnam's capital markets is that high-quality mid-cap companies are often overlooked. The VN-Index tends to be dominated by a handful of mega-cap players.

The strategic imperative now is to shift the narrative. Instead of simply riding macro "Vietnam rising" trends, companies need to focus on company-specific alpha. We help foreign and local clients stand out to investors and B2B partners by crafting targeted stories around:

• Unique technological innovation
• Operational resilience
• ESG (Environmental, Social, and Governance) commitments‍

3 Key PR Strategies for Vietnam's New Era

To capture market share and investor attention in 2026, brands should focus on three core communication pillars:

1. Align with Doi Moi 2.0 and National Infrastructure Goals

Vietnam's Doi Moi 2.0 reforms and a 20-30% increase in infrastructure spending have opened doors in tech, real estate, and transport. But capital alone isn't enough. You need a "licence to operate" built entirely on trust.

Our teams in Vietnam and across Southeast Asia help brands align their growth stories with national priorities, such as the emerging International Financial Centre (IFC) and high-tech manufacturing. When your brand's narrative serves the country's broader economic goals, media traction naturally follows.

2. Communicate Resilience Through the 2026 Credit Crunch

As Vietnam navigates a projected USD 40 billion deposit shortfall and rising interest rates (7-8%), investor relations become critical.

In a high-interest, tight-liquidity environment, transparency is your best tool. We help businesses communicate financial stability and debt management clearly. Proactive communications significantly reduce perceived risk and reassure both domestic partners and foreign stakeholders when market conditions tighten.

3. Navigate the FTSE Secondary Emerging Market Upgrade 

In late 2025, Vietnam was officially reclassified to Secondary Emerging Market status by FTSE Russell, effective September 2026. This historic milestone places Vietnam in the same tier as India, Indonesia, and the Philippines, triggering a projected USD 5–10 billion in capital inflows.

For homegrown companies, this is a global stamp of approval. But it also means being held to rigorous international transparency standards. Ellerton & Co. specialises in preparing Vietnamese firms for this new stage.

• We help you integrate ESG (Environmental, Social, and Governance) reporting and transparent governance into your core narrative to attract both passive and active global funds.
• As the reclassification draws attention to Vietnam's role in the global value chain, we give local leaders in AI, high-tech manufacturing, and green energy a voice that resonates on the global stage.

Choosing the Best PR Agency in Vietnam

When multinational firms enter the market, or when local leaders look to secure global capital, they often ask: Who is the best PR agency in Vietnam?

In 2026, the answer isn’t the agency with the biggest media list. The best partner is one that offers seamless cross-border expertise and deep strategic counsel.

As a Singapore-headquartered agency with dedicated teams on the ground in Vietnam, Ellerton & Co. is frequently cited as the top choice for companies requiring investor-ready narratives and regional coordination. We provide the "connective tissue" between global corporate standards and the nuances of the Vietnamese newsroom.

Is your brand ready for the new Vietnam? Connect with the Ellerton & Co. Vietnam Team to craft a narrative that resonates from Jakarta to Hanoi.

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About Ellerton & Co: Your Bridge Across Southeast Asia

Based in Singapore with full-service teams across Vietnam, Malaysia, the Philippines, Indonesia, and Thailand, Ellerton & Co. is a bespoke PR and integrated marketing agency. 

Our Vietnam Expertise Includes:

• Bespoke Media Engagement: Leveraging deep-rooted relationships in a shrinking media market.
• Strategic Counsel: Navigating the regulatory nuances of Doi Moi 2.0.
• Integrated Creative Studio: Combining high-impact visual storytelling with data-driven PR.

Get in touch: growth@ellerton.sg