Ms. Dang Thi Phuong Thao, Deputy Director of the Press Department (Ministry of Culture, Sports and Tourism) discussed at the seminar

This suggestion was made by Ms. Dang Thi Phuong Thao, Deputy Director of the Press Department (Ministry of Culture, Sports and Tourism ) at the seminar "Organizing multi-type newsrooms and managing the quality of press content in the current context".

The seminar was organized by the Vietnam Journalists Association in Hue City on October 17 with the participation of representatives of central and local press agencies in the Central Highlands region.

The new model requires journalists to be multi-talented.

Along with the consolidation and organization of the two-level local government apparatus, the planning and arrangement of the press system of provinces/cities is also carried out by converting the operating model of merging local press agencies into a unified, streamlined and more professional focal point.

However, after the merger, the press agencies do not have much in-depth experience in managing and operating multimedia newsrooms. In the context of digital media transformation and artificial intelligence, the leadership team of the press agencies needs to be updated with new thinking on content organization, production - distribution - modern newsroom management models, ensuring flexible adaptation, maintaining the purpose, while improving operational efficiency and information quality to serve the people.

Ms. Dang Thi Phuong Thao, Deputy Director of the Press Department, said that in addition to converging digital platforms, local press agencies need to streamline their apparatus, avoid duplication of tasks, reduce intermediary levels; and implement partial financial autonomy to both ensure political tasks and develop media services, advertising contracts, and production cooperation.

Emphasizing the content factor, Ms. Thao said that it is necessary to focus on the public instead of focusing on the "official announcement". In addition, it is necessary to diversify genres such as quick news, short videos, podcasts, talk shows, investigative reports, entertainment - culture - sports; focusing on audience segments such as young people, middle-aged people, and the elderly to have appropriate channels of transmission. Local identity is also a highlight depending on the characteristics of each media agency.

For a multi-format newsroom to operate effectively, according to Ms. Thao, it is impossible not to strongly apply digital technology such as taking advantage of AI, investing in digital studios, livestreaming, 3D graphics, infographics, etc. To do this job, it is necessary to develop human resources by training multi-talented journalists who can write - shoot - edit - create graphics - live digital; foster skills in data journalism, solution journalism, investigative journalism; improve foreign language and information technology skills to exploit international news sources. In particular, it is necessary to have a flexible compensation mechanism to attract and retain good staff, including non-staff collaborators.

One content, many products, multiple platforms

Citing facts at the discussion, Ms. Nguyen Thi Phuong Nam, Deputy Editor-in-Chief of Hue Newspaper, Radio and Television, President of Hue City Journalists Association, said that after the merger, Hue Newspaper, Radio and Television has mechanically operated two specialized departments: the Print Newspaper - Electronic Newspaper Department and the Radio - Television Department.

This mechanical operation is temporary to ensure the focus of propaganda work during the time when the whole country enters the process of arranging two-level local governments and Party Congresses at all levels, towards the 14th National Party Congress, as well as local socio-economic activities...

“However, right from the beginning, the Editorial Board determined that it was necessary to quickly move towards forming a converged newsroom from the beginning of 2026; ensuring the operation of one content, many products and spreading on multiple platforms,” Ms. Nam affirmed.

Mr. Nguyen Duc Loi - Permanent Vice President of Vietnam Journalists Association moderated the discussion, listening to opinions from representatives of local press agencies.

However, the question of how to converge is still a problem and needs to be thoroughly discussed from the management stage of the Editorial Board; improving the quality of each product in all types of journalism; improving the management capacity, organizing and operating the converged newsroom... In that situation, the Chairman of the Hue City Journalists Association hopes that the Vietnam Journalists Association will organize more in-depth professional training sessions on multimedia and multi-platform working skills for reporters and editors. At the same time, there will be seminars and exchanges of experiences on management skills and management of the converged newsroom model for the leadership team and key staff.

Looking at the international newspapers about the change to a converged newsroom to meet the public's needs, Associate Professor, Dr. Dinh Thi Thuy Hang (senior advisor of the Center for Journalism Training of the Vietnam Journalists Association, Head of the Faculty of Marketing and Communication - School of Business Administration - VNU Hanoi) said that it is a vital factor.

Taking the South China Morning Post as an example, Ms. Hang said that this newspaper has changed from traditional print to digital with the goal of creating a world-class branded newspaper, introducing issues that occur through short videos broadcast on social platforms and then transmitted to global viewers.

This change started with a video department with 6 main contents: News, explanation, trend, life, short documentaries, fun/studio (entertainment, vlog, talkshow). These contents were then broadcast on 3 main platforms: youtube, facebook and tiktok. And the results for this newspaper are clear: Expanding international readership, growing global brand, to advertising revenue and international awards.

The press is facing many challenges.

Speaking at the seminar, Mr. Nguyen Duc Loi - Permanent Vice President of the Vietnam Journalists Association reiterated Regulation No. 373-QD/TW of the Secretariat stipulating the functions, tasks, and organizational structure of the Press, Radio and Television agencies of the provincial and municipal Party Committees.

Mr. Loi said that it is necessary to frankly acknowledge that along with opportunities, the press is facing many difficulties and challenges. Many newsrooms have changed in terms of organization and personnel; many leaders after the merger still lack experience in managing a multimedia newsroom model. Meanwhile, the rapid development of digital technology and artificial intelligence is putting the press under pressure to innovate faster than ever. Maintaining principles and purposes; ensuring accurate and timely information; and at the same time organizing and operating the newsroom effectively - all are increasingly strict requirements.

“I fully understand the difficulties and concerns that press agencies are facing in the process of transformation. But we all believe that, in the midst of challenges, we will find the strength to break through, so that each step today opens up greater successes tomorrow. Each journalist and each press agency today is not only doing their job, but also shouldering the mission of maintaining the public's trust in the Vietnamese revolutionary press,” Mr. Loi shared.

Through the discussion, the leader of the Vietnam Journalists Association also hopes to not only resolve difficulties, but also have an opportunity to find solutions together to the problem of organization, management, and improving the quality of information in the new context.

NHAT MINH

Source: https://huengaynay.vn/chinh-tri-xa-hoi/theo-dong-thoi-su/bao-chi-dia-phuong-tim-huong-quan-tri-toa-soan-da-phuong-tien-158888.html