Easy to understand, deep and profound, Phuong has completely made readers infatuated with his book Secret Power - it is about a type of power which could disseminate profoundly and form powerful thought, opinion or knowledge which in turn can be used to shape the attitude and influence the emotion of the crowd, thus directing the crowd's behavior according to the will of the user. Phuong also shows us quite a few things about dark PR techniques (Dark Art) in business which are being used to manipulate and to mislead public opinion as well as to eliminate enemies, to help us identify and...

The purpose of this study is to find out reasons or obstacles to explain why Vietnam has no PR association until now though other Association of South East Asian Nations (ASEAN) have their own once 40 to 50 years ago. Why? The study also identifies challenges which PR practitioners in Vietnam are facing up in their works and if they need a PR professional organisation to support them to enhance their career development or not. Finally, the study shows what the PR professional organization is expected to contribute to the PR industry and business environment of Vietnam.