Workshop Expands Perspectives on Public Relations for a Sustainable Future

On the morning of 21 November 2025, the workshop “PR for Breakthrough Development: Building a Sustainable Future with Education, Creativity and Technology” took place at RMIT Vietnam’s South Saigon campus, attracting more than 160 experts, industry representatives, academics and students in the fields of communication and public relations. The event was co-organised by RMIT Vietnam and the Vietnam Public Relations Network (VNPR), aiming to create a platform that connects academic knowledge with industry practice at a time when the PR industry is undergoing rapid transformation.

Amid rapid global changes in technology, the environment and society, the workshop highlighted the increasingly important role of PR in shaping trust, connecting communities and driving sustainable development. The three pillars of education, creativity and technology were identified as the foundation for Vietnam’s public relations industry to achieve breakthrough growth and deeper regional integration.

In the opening remarks, Professor Donna Cleveland, Dean of the School of Communication & Design at RMIT Vietnam, emphasised that breakthrough development does not come from isolated efforts but from collaboration, where knowledge is shared, perspectives are connected, and practices are continuously reflected on and refined.

One of the highlights of the workshop was the session on the education pillar, delivered by Associate Professor Nguyen Van Thang Long, Senior Lecturer in Professional Communication at RMIT Vietnam. Through the Sustainability Hub for Educators project, he underscored the importance of integrating the United Nations Sustainable Development Goals (SDGs) into university curricula, while also fostering collaboration between academia and industry to equip students with the capabilities needed for the future.

Subsequent discussions offered practical insights into the remaining two pillars: creativity and technology. Representatives from 1Creators (part of the Yeah1 ecosystem) and the University of Economics Ho Chi Minh City shared real-world experiences from notable campaigns and projects, demonstrating how the combination of creative ideas and technology can generate impactful, meaningful and sustainable communication outcomes.

Alongside this, student showcases from partner universities such as the University of Management and Technology Ho Chi Minh City, the University of Social Sciences and Humanities, Van Lang University and HUTECH brought fresh perspectives from the younger generation, highlighting their ability to apply knowledge and professional skills to real-world projects. Open discussions with experts from Pencil Group, Skillify.asia, Le Bros and the University of Management and Technology Ho Chi Minh City throughout the programme created a dynamic dialogue space, bridging industry experience with academic thinking.

The event marks an important milestone in the collaboration between RMIT Vietnam and VNPR, reaffirming a shared commitment to narrowing the gap between academia and practice across the fields of sustainable education, creativity and technology. Through initiatives like these, students are not only equipped with professional knowledge but also inspired by real-world situations, preparing them to become responsible communication practitioners ready to contribute to a more sustainable future. 

Take a look back at the highlights from the “PR for Breakthrough Development: Building a Sustainable Future with Education, Creativity and Technology” workshop at RMIT Vietnam in the video below.