Many PR agencies in Vietnam are far behind the development of new media, especially social media scene. Some agencies’ websites are even nearly invisible to search engines. Early 2007 when Vietnam stock market was at the peak of bubble, Thienviet Securities company, a member of Galaxy Group, got stuck into a scandal about the relationship with Goldman Sachs. At first the news broke out across online forums in order to boost the hype of Thienviet Securities’s share price, and the newspapers came in. Galaxy Communications, a sister company of Thienviet in the Galaxy Group, used to boast itself the top PR agency in Vietnam, could not handle crisis management. Price of Thienviet shares on the OTC market had fallen overnight and investors had boycotted Thienviet. In the marketing, PR service industry, Galaxy lost much credit. If Galaxy understood the power of social media it could manage its image and clients’ brand better. Nowaday many clients could ask “Is your PR agency social media savvy?”

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