On the morning of June 9, nearly 200 students from FPT University attended the talkshow “Making Friends with the Press – Connect to Survive,” where they gained real-world insights from seasoned journalists on digital communication, media relations, and the role of KOLs in the modern era.
The talkshow, jointly organized by the Department of Media Technology and the Office of Corporate Relations & Alumni of FPT University, marked the 100th anniversary of Vietnam Revolutionary Press Day (June 21, 1925 – June 21, 2025). The event was dedicated to students passionate about media, journalism, and brand building, offering them a chance to learn practical lessons from industry veterans.
At the event, students listened to journalist and media expert Ngo Ba Luc – former Deputy Editor-in-Chief of the online magazine Saostar.vn. He is also a well-known MC on national TV channels such as VTV3, VTV1, and VTC, and has served as a judge for major competitions like Miss World Vietnam and The Face Vietnam. Joining him was host Dang Thanh Huyen – lecturer in Media Technology at FPT University.
Journalist Ngo Ba Luc provided a candid and comprehensive perspective on the role of the press as a companion to businesses in the digital media era. Beyond being mere news disseminators, journalists serve as bridges between brands and the public, helping shape image and build trust. However, many businesses, especially SMEs, still struggle and hesitate to engage with the media due to a lack of understanding about its “language” and operational principles.
Drawing from over two decades of experience in journalism and having collaborated with hundreds of artists, KOLs, and companies, the speaker shared many real-life stories—some businesses communicated smartly from the start, while others stumbled but managed to recover through respectful and professional conduct. Particularly compelling were his anecdotes about media crises—how a single unchecked statement or minor mishap could send an entire brand into turmoil. In such moments, the relationships businesses have nurtured with the press become invaluable “soft weapons” to regain public trust.
During the interactive session, students not only listened but actively posed profound questions—ranging from crisis management strategies and media relations to essential preparation for entering the communications field. The lessons shared by Ngo Ba Luc served as guiding principles, equipping young people with resilience and clarity in navigating their career paths.
Student Nguyen Thi Thu Huyen praised the talkshow for its professional organization, practical content, and inspiration. “The speaker shared a wealth of practical knowledge, helping students better understand the role of the press in building both personal and organizational brands,” she noted.
The talkshow created a valuable opportunity for FPT University students to engage directly with the speaker, ask practical questions, and broaden their professional outlook. The Q&A session was lively, reflecting students’ deep interest in topics such as media engagement, crisis response, and the essential toolkit for becoming a professional KOL.
In the digital age, students—soon to enter the workforce—need more than textbook knowledge. They must also possess media literacy, the ability to connect, and, above all, an understanding of the indispensable role of journalism in every sector. This enduring value is exactly what the program delivered.