Win-win situation

Since the first quarter of 2022, the real estate market has been in a slump. Supply and liquidity in the entire market have decreased sharply, and the number of bankrupt real estate businesses has increased every month.

Faced with this situation, in March 2023, the Government issued Resolution 33/NQ-CP on a number of solutions to remove difficulties for the real estate market to develop safely, healthily and sustainably.

In particular, the Government requires the Ministry of Information and Communications to focus on directing and strictly and effectively controlling information and press channels, coordinating with the Ministry of Public Security to have measures, systems and human resources to control, detect, compile statistics and prevent inaccurate and unofficial social information channels that can have negative impacts on the psychology of people, investors, customers and the market, especially information affecting economic recovery and growth.

At the same time, the Government also requested the Ministry of Information and Communications to coordinate with ministries and branches to strengthen and promote the provision of official, accurate and true information about the situation, avoiding false information to stabilize the psychology of people, investors, customers and stabilize the market.

On the occasion of Vietnam Revolutionary Press Day (June 21), reporters of the Journalists & Public Opinion Newspaper had an interview with Mr. Pham Nguyen Toan - Vice President of the Vietnam Real Estate Association, Editor-in-Chief of Vietnam Real Estate Electronic Magazine about the relationship between the press - media and the real estate market.

Win-win situation

+ If the time when the Government issued Resolution 33/NQ-CP is considered a milestone, in your opinion, what was the relationship between the press and media and the real estate market before that?

- As everyone knows, along with a number of key markets and sectors such as agriculture, industry - technology, finance - currency, consumption... real estate plays a very important and pivotal role in the socio-economic development of the country.

Therefore, the recent recession and impending crisis of the real estate market has had serious impacts on the overall development of the country, creating a negative chain effect on many other industries and fields.

This is not the first time the market has fallen into this state, however, I think that, unlike previous times, the risk of crisis this time is even greater and more negative. Because, the influence of the current real estate market is very large.

Moreover, the crisis arises from core market problems such as lack of sustainability and transparency; lack of synchronization of the legal and management systems; loss of confidence of investors and customers...

Realizing this, the Government has issued a Resolution on a number of solutions to remove difficulties for the real estate market to develop safely, healthily and sustainably. Among them are specific instructions for press and media activities, which I believe are extremely necessary.

Returning to the question of the relationship between the press and media and the real estate market, up to now, this has basically been a good symbiotic relationship, mutually beneficial.

Preliminary survey shows that more than 30% of press economic revenue comes from the real estate market and related fields, such as construction, building materials, interior design, etc.

This has proven that the amount of money that real estate businesses "pour" into promotional communication activities is very large, about 5 - 10% of production and business costs, it directly affects the "rice bowl" of press agencies and media businesses.

And conversely, the role of the press and media in the real estate market is also very large. It can be seen that, nowadays, almost every newspaper has a real estate column.

Every day, there are thousands of articles about this market in the press and no real estate company does not have a communications department or office. In terms of benefits, the greater the mutual benefits, the deeper and tighter the relationship must be, and of course both parties want to move towards the best.

Mr. Pham Nguyen Toan - Vice President of Vietnam Real Estate Association, Editor-in-Chief of Real Estate Electronic Magazine.

According to the report of the Ministry of Construction, in the first quarter of 2023, real estate enterprises still faced many difficulties, the number of newly established enterprises operating in the real estate sector decreased by 63.2% compared to the same period in 2022. On the contrary, the number of enterprises dissolved and temporarily suspended business increased by 30.2% and 60.7% respectively compared to the same period last year.

The Ministry of Construction assessed that this is a challenging period for brokerage units that do not have enough competitive capacity to survive, but it is also an opportunity for professional units to overcome and develop more sustainably.

+ Is this relationship really as good as you shared or is it just “on the surface but not in the heart”? Because, in some cases, real estate businesses have suffered heavy losses due to inaccurate information?

- “Because we need each other” is one of my favorite songs. The general idea of ​​this song can be understood that, in love, both sides need each other, love each other will have goals towards good things. However, if love cannot come together, then making each other “suffer” is also easy to happen. (laughs)

Putting the main idea of ​​the song into the relationship between the press - media and the real estate market is the same. However, with the role and responsibility of the press, harming the interests of businesses and the market is something that should be avoided.

Perhaps, in the process of working, real estate journalists can reflect positively or negatively, it is not important, but the important thing is to be correct, to reflect the events and phenomena of the market. To do this, journalists need to "have a heart".

As for the phrase “showing respect but not being satisfied with the heart” , it is probably more correct for businesses. Because, many times they suffer “injustice” from press information, however, they do not dare to react strongly because they are afraid of the sentence “not being able to hold hands until morning”.

+ Can you give specific examples of the impact of the press on the real estate market?

- A lot and very big. Both positive and negative aspects. In fact, talking about the current difficulties of businesses and the real estate market so that the State and society can understand and share is the press, not anyone else.

Or, pointing out legal and policy shortcomings for the market so that the State can promptly direct adjustments is also the press, not anyone else.

For customers to know and understand the products/services of each real estate business, the press is not only a promotional channel but also an important channel of confirmation. However, there is also information that leads to “misunderstanding” by society, causing businesses to suffer.

Don't consider real estate as a "sinner"

+ After the Government's direction, do you think the press and media have a different perspective when exploiting information related to the real estate market? What positive signals has this change brought, and does it ensure the Government's goal of "stabilizing the psychology of the people, investors, customers, and stabilizing the market"?

- It can be seen that, after the Government's direction, the press's information activities have recently had many positive changes, contributing to ensuring the set goal, which is "stabilizing the psychology of the people, investors, customers, and stabilizing the market" . However, to be honest, the press still needs to make many changes, especially in the way it poses and perceives the problem. The press should not consider real estate as a "sinner" .

However, the relationship between the media and businesses is a mutually beneficial one. In which, the responsibility of the press is to reflect the truth, to find the truth. The analysis and recognition of a phenomenon or event must also aim to clarify the nature and find solutions to the problem raised.

Any hot, new, important issue that society and readers are interested in, the press and media are actively reflecting, in an objective and transparent direction.

In Resolution 33/NQ-CP, the Government issued 4 directives on information, communication, restoring confidence, supporting the market and operations of real estate businesses.

Firstly, the Government requires promoting information and communication to clearly demonstrate the message and strong commitment of the Government and the Prime Minister to accompany localities and businesses to remove difficulties for the real estate market, protect people and businesses to do the right thing, and ensure the harmony of interests of the State, people and businesses.

Second, strictly and effectively control and censor inaccurate and unofficial social information channels that can have negative impacts on the psychology of the people, investors, customers and the market, especially information that can affect economic recovery and growth.

Third, the Government also requires promoting the work of announcing, publicizing, and making information transparent, especially promptly propagating, disseminating, and publicly announcing new policies, regulations, and solutions of the State on credit, bonds, stocks, real estate market situation, etc. so that society has accurate and official information, thereby stabilizing psychology and the market.

Finally, strengthen supervision and strictly and promptly handle acts of reporting inaccurate information that negatively impact the operations of the financial, credit and real estate markets.

Meanwhile, the need for businesses to advertise and introduce their products in the press is also changing. Currently, real estate businesses that want to stimulate the market will have to spend money and be responsible for the information they provide. However, the press must have the responsibility to verify the above information, this is a service issue.

When providing services, the press must do well in terms of both content and the reputation of the newspaper. At the same time, press agencies must improve the quality of their services to attract customers. Forcing people to use their services is an unprofessional approach.

We all know that in recent years, our press and media industry has had many “problems” with businesses, which mainly stem from difficulties in press economic activities. This has really affected the reputation and image of the press in the eyes of the business community and society. Therefore, the State and the press management and direction agencies have taken many drastic measures to adjust, which is very necessary.

+ In your opinion, in the coming time, how will the cooperation between the press and the real estate market be to achieve the goals set by the Government?

- A relationship, a cooperation "will be like" must come from at least two sides. If we have goodwill and purity, it will inevitably lead to good things.

I think that we, both the press and real estate businesses, need to get rid of the give-and-take mentality. In particular, the press should treat real estate market issues fairly.

Regaining “market confidence” in the real estate industry is very important. In addition to the efforts of businesses to get out of the difficult period, the participation and sharing of the press is very important. And the domestic press should participate with the mindset of “helping you is also helping ourselves”.

Real estate and the real estate market are not the “game ” of the rich. It affects every family, every corner of life, and the development of the country. Therefore, to develop this market healthily and sustainably is a shared responsibility, including our press.

I dare not criticize, but honestly, the press's understanding of the real estate market in our country is not very thorough. And the lack of thoroughness, intentionally or unintentionally, often leads to a lack of impartiality.

+ Thank you very much!

Viet Vu (Performed)

Source: https://www.congluan.vn/bao-chi-voi-thi-truong-bat-dong-san-loi-anh-loi-a-loi-ca-doi-ben-post252539.html