Expert Guide to Holding a Successful Press Conference in Vietnam (2025)

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A press conference is a standard part of PR activities, but the rules and practices can vary a lot depending on each country’s culture and legal environment.

Below are insights and updated rules you need to know when hosting a press conference in Vietnam.

Holding a Press Conference in Vietnam: Unique Characteristics

In general, the purpose of PR is to build a positive reputation for a company, product, or service through paid or unpaid media coverage. In advanced markets such as the U.S. or Japan, transparency is key. Media outlets are independent, and once information is released, it is expected to be reported as-is, even if the news is not favorable.

Vietnam, however, works differently. Here, personal relationships play a much bigger role in PR. Building trust with journalists is not only important but often critical to ensuring that your brand is covered positively. In practice, this means:

Companies often rely on strong media connections to secure favorable coverage, especially during a press conference in Vietnam, where relationship-building and hospitality can directly impact the tone of coverage.
When negative news arises, good relationships can sometimes soften how issues are reported.
Offering small tokens, gifts, or “lucky money” to journalists at events such as a press conference in Vietnam is still a common practice, though it should be handled carefully to respect both cultural norms and compliance standards.

For companies new to Vietnam, understanding this cultural approach is essential for success.

Important Points When Hosting a Press Conference in Vietnam

Here are 5 key steps to consider when preparing your press conference:

Define the Purpose, Story, and Message

Before preparing the event, first define the purpose: What do you want to achieve? Is it to launch a new product, share company news, or strengthen brand reputation?

Once the purpose is clear, craft a story that highlights why this is important. Journalists need to see the value in attending, so your story should be newsworthy and your message clear. Strong storytelling and a clear angle are just as important in PR in Vietnam as anywhere else.

Press License

If you are a foreign company, you must apply for a press license from the Ministry of Culture, Sports and Tourism or relevant provincial People’s Committee – at least two weeks before the event. This is a legal requirement in Vietnam.

It is highly recommended to work with a local PR partner who can apply on your behalf and manage the process smoothly.

Timing, Duration, and Location

Press conferences in Vietnam are usually held on weekdays. Journalists generally do not prefer attending events on weekends.

Duration: Keep it between 90 to 120 minutes. Longer sessions risk losing the audience’s attention.

Location: Choose a convenient and accessible venue, ideally in central business districts of big cities (ie. Hanoi or Ho Chi Minh City). Hotels with conference facilities are often preferred as they provide both credibility and comfort.

Media Invitations

Formal invitations should be sent to media outlets – ideally in Vietnamese. A typical invitation includes:

A clear and attractive event title
A short summary of the event’s purpose
Date, time, and venue
Names of speakers

Invitations should be emailed at least 10 days before the event. If possible, follow up by sending a hard copy.

Press Kit (Media Kit)

Journalists will expect to receive a press kit at the event. This usually contains:

Press release (main reference for coverage)
Company, product, or service overview
Speaker bios and speech materials
Event agenda
Press passes
A small gift or giveaway

Other Common Practices in Vietnam:

Speakers, MC, and Interpreter: It is helpful to rehearse with speakers, MCs, and interpreters a few days before the event. Prepare for unexpected questions by creating a Q&A list in advance — this is especially important when organizing a press conference in Vietnam, where bilingual communication and cultural nuances can influence how messages are received.

Rehearsal: A press conference in Vietnam is a key chance to build your company’s reputation. A rehearsal helps ensure everything runs smoothly and reduces the risk of last-minute issues.

We hope this helps you plan more confidently. Vietnam’s legal framework for press activities is evolving. We’d recommend always consulting legal or PR experts for your specific case, especially if delicate topics are involved.

Looking to host a press conference in Vietnam? Leverage POINTS Creative’s deep local expertise and media networks to make your event impactful. Get in touch with our Vietnam team today.