Phn bit PR v Qung co PR v Qung co l hai lnh vc rt khc nhau nhng li hay b coi l ging nhau, thm ch b coi

l mt. Vy lm th no phn bit c nh th no l Pr, nh th no l Qung co, hm nay chng ti s lm r v 2 lnh vc ny cc bn c th hiu thm v n v khng b nhm ln gia chng vs nhau. Trc ht, v nh ngha: c rt nhiu nh nghi v Pr,
Theo Hc Vin Quan H Cng Chng (IPR) : Quan H Cng Chng l nhng n lc lin tc thit lp k hoch v duy tr lin tc nhm xy dng v gim st nhng thin ch cng nh s thu hiu gia mt t chc vi cng ng ca n.

Theo Edward L.Bernays: QHCC l n lc, bng thng tin, thuyt phc v thch nghi, nhm thc y s ng h ca cng chng i vs 1 hng, s nghip, phong tro hoc th ch.. 1 s nh ngha ca Frank Jefkins , Tuyn b Mexic . Ta c th hiu: Pr l vic qun l truyn thng nhm xy dng, duy tr mi quan h tt p gia mt t chc, mt c nhn vs cng chng ca h. T m to ra hnh nh t p, cng c uy tn, to dng nim tin v thi ca cng chng vs t chc v c nhn theo hng c li nht Qung co: Theo Philip Kotler: Qung co l nhng hnh thc truyn thng khng trc tip, c thc hin thng qua nhng phng tin truyn tin phi tr tin v xc nh r ngun kinh ph Nh vy, Qung co v Pr ging nhau ch u l mt qu trnh truyn thng n cng chng nhm gii thiu hng ha dch v, hnhf nh ca mt t chc, doanh nghp. l qu trnh a cc thng ip qua cc phng tin truyn tin tc dng vo i tng, to nn tnh cm v n tng tt p trong h, cng c nim tin v thc y hnh ng c l cho ngi a thng tin.

Tuy nhin ta c thy r im khc bit gia Pr vs QC nh sau: 1. Mc ch, chc nng nhim v:

-QC: a thng tin lm thay i hnh vi ca ngi tiu dng, h tr thnh khch hng ca mnh. Nhm kch thch tiu th sn phm, hng ha, dch v v tng cng kh nng cnh tranh cho doanh nghip. -PR: a thng tin lm thay i nhn thc ca cng chng v doanh nghip. Xy dng v bo v danh ting, uy tn cho cc t chc 2. Tnh qua li ca thng tin: -QC: Truyn ti thng tin t nh sn xut, knh doanh n khch hng mc tiu. Qu trnh thng tin mang tnh cht mt chiu. -PR: Thng tin lin quan n ton b hot ng giao tip i ni, i ngoi ca mt t chc, c tm bao qut rng hn v thng tin mang tnh hai chiu 3. Tnh trung thc ca thng tin: -QC: Thng tin ca chnh cc nh kinh doanh ni v mnh, mang tnh thng mi.C nhng thng tin khng ng tin cy. -PR: Thng tin l ca bn th 3, ca gii truyn thng mi v t chc nn n mang tnh gin tip v phi thng mi. C tin cy cao hn 4. Hnh thc truyn ti thng tin: -QC: Linh hot, a dng, rt phong ph, pht huy c tnh sng to ca ngi lm Qung co -PR: Thng tin mang tnh chun mc v nghim tc, pht huy c kh nng nm bt thng tin v to ra d lun ca ngi lm PR. 5. S kim sot thng tin: -QC: C th kim sot thng tin c mt cch d dng m bo tnh thng nht khi truyn tin trn cc phng tin khc nhau. Doanh nghip hay cng ty c quyn quyt nh thi im, ni

dung v cch thc thng ip qung co c pht n cng chng. -PR: Khng kim sot c thng tin. Mt khc thng tin thng thiu nht qun, do nhiu ngi tip cn thng tin theo cc gc v quan im khc nhau. 6. Chi ph: -QC: L hnh thc truyn thng ph tr tin, chi ph cho hot ng qung co rt tn km -PR: L hnh thc truyn thng khng phi tr tin, chi ph cho hot ng PR tn km hn. 7. Thi hn: -QC: c lp li nhiu ln nhm cng c nim tin khch hng -PR: Thng tin khng c lp li nhiu ln nn thiu tnh khc ha. 8. i tng s dng: -QC: Ch yu dnh cho cc doanh nghip - PR: C th s dng cho tt c cc t chc, c nhn.

9. i tng tc ng: -QC: Thng tin hng ti mt nhm khch hng mc tiu c th. -PR: Thng tn lan ta n nhiu tng cng chng rng ri (nhn vin, nh u t, nh cung cp, nh phn ph, cng ng). 10.Quy m: -QC: Quy m nh hn, thng ch qung co cho mt lnh vc, mt sn phm. -PR: Quy m rng, c tm bao qut hn. 11. Hiu qu: -QC: Thng thy trc tip v nhanh hn. -PR: Khng th o trong tc th. 12. Mi quan h vi khch hng: -QC: Thng ch quan tm n khch hng trc tip. -PR: Quan tm n c mi quan h xung quanh , hot ng trc v sau bn hng 13.Tnh cht cng vic: -QC: Thng lm vic trong nh, khng bao gi tip xc trc tip vi khch hng -PR: Thng lm vic bn ngoi, tip xc vi mi i tng. Trn y l ton b nhng im khc bit gia PR v QC. .. y ch l nhng c bn nht trong bai.. c j thiu st, mi ng` b sung .