Innovating administrative reform communication approaches

A document folder with a QR code, a short video on the instruction of administrative procedures, or a TikTok post have all become effective channels for bringing administrative reform information closer to the public.

Citizens are given document folders with QR codes when carrying out administrative procedures at the Nhon Trach Ward Public Administration Service Center.

Alongside the digital transformation process, communication on administrative reform in Dong Nai City is being renewed in a more visual, convenient, and interactive manner, enabling citizens to access information and use public services more easily.

Bringing information closer to the people

After completing administrative procedures at the Nhon Trach Ward Public Administration Service Center, Nguyen Van Hoang, a resident of Nhon Trach Ward, received a document folder from an official before leaving. The folder is printed with QR codes linking to the National Public Service Portal, the ward's information portal, and its Zalo Official Account.

"Previously, whenever I needed to complete administrative procedures, I had to search online or ask officials directly. Now I only need to scan the QR code to access all the information, which is very convenient," said Hoang. Through these QR codes, citizens can continue to access information on administrative procedures, use online public services, or submit inquiries for guidance and support after leaving the center.

According to Pham Phu Le Long, Director of the Nhon Trach Ward Public Administration Service Center, the locality has introduced various new models and approaches to administrative reform with the goal of using citizen satisfaction as the benchmark for administrative reform. Among these initiatives is the "Convenient Folder" model, which integrates QR codes linking to the National Public Service Portal, the ward's information portal, and its Zalo Official Account. As a result, citizens can continue accessing information, using online public services, and communicating with the local authorities for guidance and support after returning home.

In addition to this model, instructional videos demonstrating how to submit applications through the National Public Service Portal are regularly screened in the waiting area of the ward's Public Administration Service Center, allowing citizens to easily follow the procedures.

While Nhon Trach Ward adopted a visual approach to information dissemination, An Vien Commune began innovating its communication methods by addressing the minor mistakes citizens commonly make when completing administrative procedures. Through monitoring the document reception process, officials at the commune's Public Administration Service Center found that many citizens had to make repeated visits because of missing documents or incorrectly completed forms.

The commune subsequently compiled common errors by each administrative procedure group, initially applying the approach to civil status procedures before expanding it to other sectors. It then developed instructional videos, electronic forms, and detailed guidance documents, which were published on the commune's information portal and integrated into QR codes for convenient access. At the same time, the Public Service Support Team provides direct assistance to citizens through Zalo, Ultraviewer, and other online platforms.

By standardizing common errors and providing guidance through multiple communication formats, citizens are able to prepare complete application dossiers from the outset, reducing the need for additional submissions or repeated visits. At the same time, communication efforts have been expanded to encourage citizens to proactively carry out administrative procedures.

Meanwhile, Dau Giay Ward has identified social media as one of its primary communication channels. According to Vice Chairman of the Ward People's Committee Nguyen Le Truong Son, the Facebook page of the Public Administration Service Center, the TikTok channel @hanhchinhphucvudaugiay, and the Zalo Official Account are regularly updated with information on administrative procedures, online public services, online payments, and digital transformation through images, short videos, and clear, easy-to-follow content.

During the first six months of 2026, the center's Facebook page recorded more than 390,800 views and over 7,300 interactions, while its TikTok channel attracted approximately 180,000 views and hundreds of shares. According to Son, rather than waiting for citizens to visit government offices to obtain information, the locality proactively delivers information to the public through digital platforms. This approach contributes to the transition from traditional administrative service delivery to digital administration while enhancing transparency and interaction between authorities and citizens.

Making administrative reform part of daily life

These grassroots initiatives demonstrate that, alongside the digital transformation process, communication methods for administrative reform continue to be renewed to better meet the public's information access needs.

On July 7, 2026, the Dong Nai City People's Committee issued Official Dispatch No. 4794/UBND-HCC on strengthening communication on administrative reform across the city. The dispatch emphasizes the need to modernize communication methods by expanding the application of digital technology, artificial intelligence, social media, and digital communication platforms, while effectively combining direct communication with digital outreach to broaden information access for citizens and businesses.

The effectiveness of administrative reform is measured not only by the number of administrative procedures streamlined or the proportion of applications processed on schedule, but also by how easily citizens can access information and how conveniently they can use public services.

The dispatch requires localities to implement appropriate measures for elderly people, residents in remote areas, and ethnic minority communities, ensuring that all citizens have full access to information on administrative reform and public services. When information is communicated effectively, administrative reform will move beyond a policy directive and gradually become practical benefits for citizens and businesses.

By Ho Thao – Translated by Minh Hong, Thu Ha