Corporate Communication: When the Race for Advertising Gives Way to the Race for Trust

Trust has become a very special kind of asset; although it does not appear in the dry figures of financial reports, it directly and profoundly affects the core values of a business.

Resolution 57-NQ/TW of the Politburo on breakthroughs in scientific and technological development, innovation, and national digital transformation identifies science and technology, innovation, and digital transformation as key drivers to enhance national competitiveness. Within this revolutionary flow, corporate communication is not outside of it but is standing at a major turning point.

The development of artificial intelligence (AI), big data, and digital platforms is changing the way businesses deliver messages to the public, while also posing new requirements for brand management, reputation management, and building trust.

Looking back ten years ago, when information sources were not as abundant as they are today, the task of communication professionals was relatively simple: businesses only needed to ensure that customers knew about them. Communication methods were mainly one-way, through the press and official media channels. However, at present, consumers face too many choices, have access to too many references, and can easily verify everything. Therefore, the core issue for businesses has shifted from whether people know them to whether people trust them.

Nguyễn Quang Khánh, Director of Communications and Marketing at JW Marriott Hotel Hanoi, evaluates the transformation in corporate communication in the digital era.

Business communication and marketing strategies are undergoing profound changes driven by data, technology, and artificial intelligence. Decision-making in communication is increasingly based on data rather than intuition, marking a significant shift in how strategies are designed and executed.

The rise of social media has altered power dynamics: instead of businesses controlling the narrative through traditional media, every individual user now has the ability to create content and evaluate brands publicly. This democratization of communication means companies must pay greater attention to transparency and internal culture, as these values directly influence public trust.

Transparency and corporate culture have become decisive factors in building trust. Companies that embed these values into their communication strategies are more likely to sustain credibility and long-term relationships with stakeholders.

However, not all businesses are ready to embrace digital transformation. Many still struggle to adapt their communication strategies to the digital environment, revealing a gap between technological potential and organizational readiness.

Small and medium-sized enterprises (SMEs) in Vietnam are facing many challenges in the digital era. Branding, communication, and adaptability have become decisive factors for sustainable development.

According to Ms. Bùi Thị Thanh Dung, many businesses still underestimate the role of communication and brand building. This neglect directly affects their ability to grow sustainably and to strengthen their market position.

She emphasized that communication is not just about advertising products or services, but about building trust and shaping corporate culture. Without a clear communication strategy, businesses will find it difficult to maintain long-term credibility.

She also pointed out that SMEs often lack data, have inadequate crisis management, and are slow to invest in digital transformation. These weaknesses make them vulnerable in a competitive environment where reputation can be easily damaged.

To overcome these challenges, businesses need to invest in digital transformation and artificial intelligence (AI). These tools not only help enhance brand reputation but also improve resilience, enabling companies to adapt more effectively to rapid changes in the market.

Trust in business does not originate from communication techniques but from genuine experiences and the quality of products or services that companies provide to customers. Communication can help businesses become known faster and spread trust more widely, but it cannot replace the foundation of a good product or service.

With the impact of social media and modern communication, the gap between brand promises and real customer experiences has almost disappeared. The role of communication is to reflect the true values of a business, not to create trust out of nothing.

Corporate communication departments face major challenges in the digital age, especially with the speed and frequency of information flow. Artificial intelligence can help generate content quickly, but it also carries risks of misinformation. Businesses must therefore maintain creativity and accuracy to protect their reputation.
In the digital age, traditional communication methods have been replaced by digital technologies, transforming the way businesses interact with the public and society. This shift has changed how brands build trust and relationships with customers, making communication more dynamic and multidimensional.

Customer experience and brand reputation have become central to shaping brand perception. Social media and multi-platform communication now play decisive roles, as they allow customers to evaluate and share their experiences instantly, influencing how others view a business.

At the same time, companies face challenges in maintaining authenticity and adapting to rapid changes in digital communication. To succeed, businesses must ensure that their messages reflect genuine values and remain consistent, while also being agile enough to respond effectively to the fast-paced digital environment.

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