Michelle S. Giuda, United States Assistant Secretary for Public Affairs, paid a visit to Tuoi Tre (Youth) newspaper’s headquarters in Ho Chi Minh City on Wednesday, where she was briefed how one of Vietnam’s leading dailies is adapting to new media trends.

Tuoi Tre editor-in-chief Le The Chu led the newspaper’s staff in welcoming Giuda and several other U.S. delegates.

The reception was followed by a discussion on the challenges and opportunities facing journalists in the digital age, as well as measures publications can take to catch up with new media trends.

Tuoi Tre editor-in-chief Le The Chu (left) talks with Michelle S. Giuda, United States Assistant Secretary for Public Affairs, at Tuoi Tre headquarters in Ho Chi Minh City on June 27, 2018. Photo: Tuoi Tre

Speaking at the meeting, Chu underlined that social media brings both challenges and opportunities to traditional media outlets.

One of the challenges, according to the editor-in-chief, is that readers are now becoming exposed to considerably more information than in the past, not just from news organizations, but from a variety of outlets looking to take advantage of social media’s reach.

However, traditional institutions see this as an opportunity to provide reliable, credible information at a time when unscrupulous organizations are looking to take advantage of the low barriers to entry, Chu underlined.

“Readers always head for authentic news and Tuoi Tre identifies itself as a credible source where people can find the trustworthy news and official information,” Chu said.

Tuoi Tre editor-in-chief Le The Chu speaks at a discussion at Tuoi Tre headquarters in Ho Chi Minh City on June 27, 2018. Photo: Tuoi Tre

Last year, a group of Tuoi Tre editorial officials participated in the International Visitor Leadership Program (IVLP), a professional exchange program held by the U.S. Department of State.

Assistant Secretary Giuda said she was highly impressed by the changes Tuoi Tre has made since the exchange.

“[It’s] great to see how Tuoi Tre is evolving, especially after your visit to the United States and looking at our media outlets and doing a lot to evolve the paper, especially for digital media, for online media, and of course social media as well,” she said.

Giuda suggested that the most pressing issue facing journalism is finding an audience.

By learning what they want to read and what they want to hear, traditional Vietnamese media can continue to maintain its prominence in the country, she said.

Tuoi Tre editor-in-chief Le The Chu presents a gift to Michelle S. Giuda, United States Assistant Secretary for Public Affairs, at Tuoi Tre headquarters in Ho Chi Minh City on June 27, 2018. Photo: Tuoi Tre

Michelle S. Giuda was sworn in as Assistant Secretary of State for Public Affairs on February 3, 2018.

Giuda brings a wealth of global strategic communications experience to the Department, having served as senior vice president of Global Corporate Communications and managing strategy across 81 countries for Weber Shandwick in New York until January 2018, according to the U.S. Department of State.

Michelle S. Giuda (fifth left), United States Assistant Secretary for Public Affairs, poses for a group photo at Tuoi Tre headquarters in Ho Chi Minh City on June 27, 2018. Photo: Tuoi Tre

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