PR for special events: A strategic tool for nation branding

As the grand celebration of Vietnam’s 80th National Day approaches, public anticipation is growing. According to Dr Bui Quoc Liem from RMIT University, Vietnam can turn this major milestone into a media launchpad to promote its status and national identity in the international community.

In today’s deeply globalised world, a nation’s image is no longer an abstract idea but a strategic asset that demands professional management. Public relations (PR) for special events, i.e. communications surrounding major national occasions, have emerged as a powerful tool within broader nation branding strategies.

Unlike destination marketing or city marketing, nation branding focuses on the holistic image of a country, encompassing its politics, economy, culture, and people. Within this broader context, internationally significant events act as “media launchpads” that bring a nation closer to global audiences. Events such as the Olympics, summits, and world expos are not just forums for exchange. They are stages where countries can showcase their values, identity, organisational capabilities, and role in the international community.

The global promotion of a country through such one-off events accelerates the process of building a positive national image, without having to rely solely on long-term campaigns. Especially in the digital media era, information spreads instantly, allowing events to transcend borders and reach millions of people around the world.

From the National Reunification to the National Day celebrations

The military parade and civilian procession marking the 50th anniversary of the Liberation of the South and National Reunification (30 April 1975 - 30 April 2025) was a standout example of how Vietnam leveraged a special event to strengthen its nation branding efforts. With its deep historical significance, the event spread national pride and reflected a strategic PR move.

The professionally executed celebration in Ho Chi Minh City demonstrated both defence strength and a message of peace, stability, and development. Over 13,000 participants, including armed forces, police, militia, veterans, youth, women, students, and overseas Vietnamese, took part in the parade.

One of Vietnam’s key aims in organising the event was to reaffirm national sovereignty and independence, while promoting values of peace and growth aspirations. It was also an opportunity to showcase Vietnam’s capacity to host large-scale events and position itself as a capable, confident international partner – one that honours its historical legacy while actively engaging with the global community.

Following the success of the 30 April celebrations, the upcoming 80th anniversary of the August Revolution and National Day in Hanoi is expected to make a strong mark and offer ample opportunities to share Vietnam’s image and national spirit with the world.

The need for a comprehensive PR and communications strategy

To ensure maximum reach, the PR and communications strategy for a national event must be rolled out across multiple platforms.

Inviting international media and journalists from major news outlets to cover the event can generate a steady flow of in-depth information. International broadcasters may provide live coverage, helping the event’s visuals and messages reach millions of viewers.

Social media is a powerful amplifier, enabling real-time updates and diverse engagement with global audiences. By collaborating with international media partners and influencers, the event can broaden its reach and connect with diverse segments of the public. The event’s official website also plays a crucial role as an information hub with timely, consistent, and official content.

To boost communication effectiveness, core messages should be embedded in the event’s overall design and execution. For Vietnam’s two major celebrations this year, values such as peace, stability, sustainable development, and cultural identity are consistently highlighted. Images of a peace-loving nation and a successful post-war development model are conveyed in every detail, not just through loud statements. This “show, don’t tell” approach increases credibility and emotional impact with international audiences.

Ultimately, the success of national PR strategy hinges on coordinated efforts among key agencies: the Ministry of Foreign Affairs leads external communications, while government bodies in tourism, culture, and sports run promotional activities and side programs for international media – ensuring a unified message and maximising the event’s media impact.

Leveraging major events for long-term nation branding

Major events offer Vietnam a valuable opportunity to be recognised as a key player in the region and globally, while positioning itself as a model of economic prosperity and post-war resurgence. This improves the country’s soft power, contributing meaningfully to its diplomatic standing, global familiarity, and reputation. Besides, impressive tourism statistics following such events provide strong empirical evidence of the tangible economic benefits.

Special events also present golden opportunities to promote the nation’s image, its people, and development potential. Through global media coverage, Vietnam’s cultural richness, cuisine, and natural beauty can be showcased in an authentic and compelling way. These events also serve as important platforms for fostering economic cooperation and attracting foreign investment, often through the signing of major agreements that reinforce investor confidence in Vietnam’s political stability and economic growth. The positive national image generated by these events becomes an invaluable asset in long-term branding strategies.

To build a sustainable nation brand, post-event communications play a crucial role in maintaining and amplifying the initial positive impact. This requires a continuous engagement strategy across multiple platforms, including tourism campaigns, cultural diplomacy initiatives, and digital media channels. True success in event PR lies in the ability to transform abstract concepts into concrete, memorable perceptions and to sustain them, while reflecting the nation’s soft power.

The key takeaway here is that special event PR is not a one-off communications activity but part of a broader national strategy that demands close coordination between government agencies, businesses, the media, and the international community. In the age of soft power diplomacy, countries that know how to tell their story convincingly and consistently are the ones that win the hearts of the global public.

Story: Dr Liem Bui, lecturer in Professional Communication, School of Communication & Design, RMIT University Vietnam