PR IN BUSINESS

y l mt ti liu v PR (Public Relations) c ghi chp ti mt lp o to PR do khong 15 chuyn gia v PR ging dy. Do , ti liu ny th hin c PR di nhiu gc nhn khc nhau. Cng v nguyn nhn ny, mt s quan im cc bi l khng nht qun. Nhng iu ny khng sao c, bi v lm vic trong mi trng gm nhiu lung kin/quan im khc nhau chnh l thc t ca hot ng PR !

MC LC Quan h cng chng trong thc t .......................................................................................2 Vai tr ca PR trong marketing-mix....................................................................................7 Event v Promotion ...........................................................................................................16 Lp k hoch v trin khai thc hin .................................................................................21 Nhp vai tnh hung...........................................................................................................31 Son tho vn bn ..............................................................................................................34 K nng thuyt trnh ..........................................................................................................37 Trang phc cng s v l tn .............................................................................................45 T chc hp bo.................................................................................................................52 nh gi hiu qu hot ng PR .......................................................................................58 Quan h vi gii truyn thng ...........................................................................................63 PR trong thc tin ..............................................................................................................67 Giao tip kinh doanh..........................................................................................................73 Account Management ........................................................................................................85 Xy dng hnh nh cng ty................................................................................................95 Qun tr khng hong ........................................................................................................98 Qun tr khng hong (tt).................................................................................................107 o c bo ch ...............................................................................................................110 Thit lp quan h vi bo ch...........................................................................................116 PR trong vic tung ra sn phm mi................................................................................121 Nh sn xut/ Gim c sn xut.....................................................................................128 Thng co bo ch............................................................................................................138 n cui kha ...............................................................................................................145 Phn ph lc.....................................................................................................................149

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QUAN H CNG CHNG TRONG THC T

1) Nhng khi nim v PR hin nay: C nhiu nh ngha khc nhau v PR (Public Relations): PR l mt ngh thut trong vic qun l v thc hin cc hot ng truyn thng gia t chc v nhm cng chng mc tiu, nhm to ra hoc duy tr hnh nh tt p ca t chc trong cm nhn ca cng chng. PR l dng hot ng to cm tnh v thuyt phc i tng truyn thng (khch hng, i tc, nhn vin, c ng, chnh quyn...) bng cch cung cp cho h nhng thng tin hoc tc ng h bng nhng s kin c hoch nh trc. 2) Hiu ng v bn cht ca PR: PR l mt dng hot ng chc nng ca t chc, cng tng t nh cc hot ng k ton, ti chnh, nhn s, sn xut, tip th... B phn PR c chc nng tng ng v quan trng nh b phn tip th hoc cc b phn khc. Cn phi trnh hiu sai lch rng PR ch l mt dng hot ng marketing gip h tr bn hng. Cng phi trnh hiu sai lch v chng trnh PR vi mt chng trnh truyn thng tip th tch hp IMC (Integrated Marketing Communication) c dng PR lm hot ng ch lc: chng trnh IMC bao gm nhiu hot ng v PR l mt trong cc hot ng . 3) PR trong cc lnh vc ng dng: Ty theo cc c im v loi hnh hot ng, nhm i tng tc ng v phm vi ngnh ngh ng dng m ta c th phn loi cc hot ng PR cho ph hp. C th chia lm 3 dng chnh: a) Phn loi theo phm vi p dng: PR i ni. PR i ngoi. b) Phn loi theo bn cht cng vic: PR l hot ng bao trm ln tt c cc t chc, n gp phn to ra hnh nh cng ty, uy tn thng hiu, to du n vi cng chng... Cc hot ng PR c phn lm nhiu loi cn c theo bn cht cng vic m n thc hin: PR x l khng hong: nc tng Chinsu, sa Vinamilk... PR xy dng v duy tr uy tn. PR t chc s kin. PR xy dng v duy tr cc mi quan h (vi nh u t, c ng, nghip on, ngi tiu dng, chnh quyn...) PR to cc tc ng, cc c hi gip pht trin sn xut kinh doanh. VD: to ra cc tin n, cc tro lu tiu dng c li cho vic tiu th sn phm ca cng ty. ... c) Phn loi theo ngnh ngh p dng: Mi ngnh ngh khc nhau i hi cch vn dng PR khc nhau: PR ngnh a c. PR ngnh bn l. PR ngnh chm sc sc khe. PR ngnh cng ngh thng tin. PR ngnh ti chnh ngn hng. PR cc t chc t thin. PR cc dng hot ng phi li nhun, cc hot ng cng ng...
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Mt s hot ng PR thng gp: a) b) c) d) e) f) Business PR: giao t kinh doanh (gia t chc ny vi t chc khc). Consumer PR: giao t vi ngi tiu dng (gia t chc vi khch hng). Corporate Communication: truyn thng v cng ty (to uy tn, hnh nh ca t chc). Entertainment publicity: gii tr qun chng. Investor PR: quan h u t. Public affairs: giao t/s v cng ng (y l hot ng rt c coi trng cc nc pht trin: chng hn khi chun b mt d n xy dng quy m ln, cng ty s tin hnh giao t cng ng tranh th s ng h ca c dn a phng). g) Speaking engagement: t chc din n. h) Special event: s kin c bit. i) Sponsorship: ti tr.

4) Vai tr ca PR trong vic xy dng cc gi tr v hnh cho doanh nghip: Mi doanh nghip, mi t chc u c cc gi tr v hnh (trong thng hiu l gi tr v hnh quan trng hng u) cn c xy dng v bo v. Cc gi tr v hnh ca t chc l: L tng ca t chc. H thng qun l: cc cng ty ln gm hng trm chi nhnh, hng chc ngn nhn vin... nhng cch t chc qun l ca h rt cht ch. l nhng c cu t chc rt hp l, rt khoa hc cng ty vn hnh mt cch trn tru (mt c my hi ra tin!). Vn ha doanh nghip (thi quen, phong cch... do ngi lnh o t ra). i ng lnh o. C ch o to nhn ti. Gi tr cc mi quan h. S lng kin thc ni b. Gi tr thng hiu. PR l mt cng c quan trng to nn v xy dng cc gi tr cho thng hiu. - Ct li ca thng hiu l nn tng to ra gi tr thng hiu (bao gm cc gi tr l tnh, gi tr cm tnh, gi tr tinh thn ca thng hiu).

M HNH 5 YU T THNG HIU (5E) - Bao bc bn ngoi gi tr thng hiu l hnh nh thng hiu, n c th hin qua mt h thng nhn din thng hiu (logo, sn phm, n phm, cc mu qung co...). Hnh nh thng hiu phi phn nh c gi tr ca thng hiu, mt thng mnh khng th c hnh nh nhch nhc, thiu nht qun (mu sc, b cc...). Hay ni khc i hnh nh thng hiu phi bt u t bn trong (ct li thng hiu v gi tr thng hiu).
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- Sc sng thng hiu l cc hot ng th hin thng hiu n vi cng chng di cc hnh thc khc nhau (qung co, tip th...), PR l mt trong cc hot ng . - Cui cng, mt thng hiu s khng tn ti nu n khng c nhn bit. V thng hiu l ci nm trong u ca khch hng, nn nh gi thng hiu ngi ta s dng ch s nh lm thc o u tin. Ban u, ngi tiu dng ch dng mc nhn bit c thng hiu, khi thng hiu pht trin n mc no th ngi tiu dng s chuyn qua mc cm nhn c thng hiu. Tham kho: Quy lut t cm nhn trc gic cht lng sang cm nhn thng hiu Do trnh pht trin ngy cng cao nn ngi tiu dng bnh thng kh c th phn bit c s khc bit v cht lng gia cc nh sn xut khc nhau, thay vo h s phn bit theo thng hiu. VD: ni v TV th nhiu ngi tiu dng s cho rng Sony th phi hn Toshiba ri, trong khi v mt cng ngh v cht lng th cha chc ngi tiu dng c th ch ra c hn ch no.
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5) Cc dng hot ng PR trong doanh nghip: a) PR ni b: PR ni b gip xy dng gi tr v truyn ti cc thng ip ct li ca t chc (nh tm nhn, s mng...) ti mi thnh vin trong t chc. PR ni b gip b phn Nhn s trong vic nh hng, khch l, kch hot v nng cao tinh thn nhn vin. Gip xy dng mt mi trng lm vic thn thin, on kt v sng to. Thng qua vic truyn ti cho nhn vin v nn tng vn ha cng ty, PR ni b cn gip to cc mi quan h tt vi nh cung ng, nh phn phi v tt c cc i tc khc ca doanh nghip. b) PR i ngoi: - PR tip th: S dng cc hot ng PR chuyn ti cc thng ip tip th gip tng doanh s, chiu th khch hng mi v duy tr lng trung thnh ca khch hng c. - Lobby: Cc hot ng to cm tnh v tc ng ti cc quan chc chnh quyn, cc nhn vt c th lc nhm to ra cc quyt nh c li cho doanh nghip. - Corporate PR: X l khng hong, gii quyt tt c cc vn xu v nhy cm c th nh hng tiu cc ti doanh nghip. Thc hin cc hot ng to hnh nh tt p cho doanh nghip trong con mt cng chng. PR khng ch l hot ng ca mt doanh nghip. Mt ngnh ngh, mt quc gia... cng thc hin hot ng PR. Trung Quc phi thu cng ty PR thc hin cc hot ng PR trong chin dch ginh quyn ng cai Olympic 2008. 6) Pht huy ti a hiu qu ca PR: Kt qu ca hot ng PR chnh l cc trng thi cm nhn tt p v t chc hoc thng hiu. Trng thi cm nhn tt p ny c to ra bng cch tc ng ti nhn thc ca i tng, v c nhn rng ra i chng bng mt s c ch tc ng nh sau: Buzz (tin n). Butterfly effect (hiu ng con bm). The tipping point (im bng n). C 3 c ch tc ng trn nu c thc hin tt s t hiu qu ti a, ngha l chi ph b ra rt thp nhng hiu qu th rt cao. a) Khi nim v Buzz: Buzz (tin n) chnh l mt n tng mnh to ra cc cm xc tt cho i tng. Thng thng Buzz c to ra t mt s kin git gn v tnh. Ngy nay, gii lm PR nghin cu tm cch to ra cc loi tin n c nh hng vi mc ch marketing:
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 to ra s nhn bit. to ra cm nhn mi v thng hiu. to cm tnh ca cng chng. thc y bn hng. ... Mt s lnh vc c bit nhy cm vi tin n: ti chnh, ngn hng, mua bn c phiu... Tin n c lan truyn theo nhiu phng php: cch truyn thng l truyn ming, hin nay l lan truyn trn tin nhn, internet... Cc Buzz nhm mc ch marketing thng thng qua cc s kin nh m, git gn no , v s c s tip sc lan truyn ca bo ch, truyn hnh... b) Hiu ng con bm:

Vo nm 1972, Edward Lorenz nh kh tng hc ngi M cng b cng trnh nghin cu v cc chuyn ng hn lon ca cc dng khng kh v a ra quy lut ca s hn lon, cn gi l l thuyt Chaos theory qua vic chng minh hiu ng con bm: mt cn gi nh Brazil c th to ra mt trn cung phong Arizona. Tc l mt nguyn nhn rt nh c th to ra mt kt qu rt ln theo mt s quy tc c th xc nh trc. Hay ni khc i, nu ta xc nh c cc nguyn tc th c th to ra cc thay i rt ln m ch cn dng mt tc ng rt nh. Hiu ng domino cng ging hiu ng con bm v bn cht: khi sp xp cc con domino theo mt trt t xc nh, ch cn mt con domino u tin l ton b h thng s b sp dy chuyn. c) L thuyt v im bng n: Da vo l thuyt nh hiu ng con bm, hiu ng domino... Malcolm Gladwell bin tp vin ca tp ch New York Times nghin cu v gii thiu khi nim mi v im bng n. L thuyt ny gip gii thch v nguyn nhn lm pht sinh hng lot nhng hin tng x hi nh: dch bnh, khng hong, cc tro lu x hi, cc cuc cch mng... Da vo l thuyt mi ny, cc nh tip th c th xy dng nhng chng trnh truyn thng t tn km m li hiu qu cao. Ni dung ca l thuyt im bng n: Mt nguyn nhn nh s to ra mt kt qu ln theo quy trnh c th xc nh trc. Cc thnh phn ca l thuyt im bng n: Cc yu t ly lan: thng tin, dch bnh, hnh vi, t tng, cc hin tng x hi khc. Cc nhn t ly lan (4 nc ly lan): ngi to ra yu t ly lan ngi chp nhn ch ng
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ly lan ... Mi trng ly lan: l h thng pht tn bao gm cc nt lan truyn, cc yu t cn thit lan truyn. V d v giy Hush Puppy: y l kiu giy mi c logo hnh con ch lng x. Thng hiu ny pht trin mnh vo nhng nm 80, sau th sa st dn vo nhng nm 90 v khng c nhiu khch hng s dng. Cng ty trn suy thoi v khng thc hin cc hot ng marketing no cu vn tnh th. Bt ng, mt ngy n cc nhm hiphop bng nhn thy giy Hush Puppy c l s mt ci g khc i. Ch sau vi mn xut hin trong bui trnh din thi trang, giy Hush Puppy tng vt doanh s m chnh Cng ty ny cng khng hiu chuyn g xy ra. 7) Mt s trng hp thc t: a) Xy dng gi tr ct li cho thng hiu bnh vin FV: Hai vn ca bnh vin Php Vit (Qun 7 TPHCM): Mi trng a vn ha do cc thnh vin c nhiu quc tch khc nhau. Mi ngi t ng x theo mt kiu v khin khch hng khng nhn thy y l mt t chc khng thng nht vi tiu ch l mt bnh vin sang trng. Cc s c iu tr bnh vin Vit Php (H Ni) b khch hng nhm vi bnh vin Php Vit (TPHCM). Bnh vin quyt nh thc hin cc hot ng PR: thu cng ty PR tm hiu cc nhn vin bnh vin, qua xc nh li s mng, tm nhn bnh vin cho nhn vin hiu. Bnh vin cng quyt nh i tn thnh FV Hospital v tin hnh cc bin php truyn thng vi khch hng gii thiu v hnh nh mi ca bnh vin. Kt qu l doanh s tng vt sau 5 thng thc hin. b) Bnh trung thu khng l ng Khnh: ng Khnh l thng hiu bnh trung thu s 1 trc y. Nhng ngi v ny phi nhng li cho Kinh . n ma trung thu nm 2002, ng Khnh quyt nh phi lm mt iu g . Nhng ngn sch dnh cho thng hiu ca ng Khnh ch c 700 triu so vi Kinh 2,5 t ng. ng Khnh quyt nh s lm ci bnh trung thu khng l (v thi gian cha c sn phm no to ting vang vi c tnh khng l) vi li gii thiu ci bnh dnh cho 10.000 ngi n (cn c theo cng thc: 1 ci bnh bnh thng 250g dnh cho 4 ngi n). Bnh c ch trong mt xe container i vng quanh thnh ph v trng by Maximax. S kin ny c bo i a tin v nm ng Khnh bn c nhiu bnh (ht sch s bao b ca nm v c lng tn ca nm trc). c) Singapore Airlines x l khng hong: Vo ngy 31/10/2000, chic Boeing 747-400 ca Singapore Airlines b tai nn trong khi ang ct cnh ti i Loan, c 82 ngi trn my bay b thit mng. Hng thc thi cc bin php khn cp: lnh o hng hng khng nhanh chng nhn trch nhim v thit lp ng dy nng cung cp ton b thng tin v v tai nn, t chc cho thn nhn ca nhng ngi b nn n tn hin trng, bi thng thit hi... h th hin trch nhim ti a ca mnh i vi v tai nn theo nguyn tc: Chuyn ng tic xy ra ri, v chng ti s lm tt c nhng g c th c gii quyt c tt nht. Khch hng ghi nhn s c gng ny ca hng hng khng v kt qu l sau v tai nn ny, khng nhng khch hng i my bay ca Singapore Airlines khng gim m cn tng ln. S r rng ca Singapore Airlines khin cho khng mt ai (k c i th cnh tranh) c th a ra mt thng tin tiu cc no, bi v tt c c trnh by mt cch r rng v theo mt nh hng m hng nm quyn ch ng. Kch bn x l tnh hung: Cc t chc ln lun chun b sn cc kch bn cho nhng s c tiu biu nht (khi s c xy ra th phi lm g), do s khng b lng tng khi n xy ra. d) Xy dng thng hiu Red-Bull: Red-Bull xut x t mt loi nc ung Thi Lan dnh cho cc v s ung trc cc trn u moay Thi. Mt ngi o em v o nghin cu loi nc ny v thy rng thnh phn ch yu
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ca n l ng. T , anh ta sng ch ra nc tng lc Red-Bull, vi thnh phn ng cao v cafein, taurin (cht to ra hng v c trng cho nc tng lc). Sn phm Red-Bull ny c bn u tin Thi Lan, tp trung cc v i. Ngy nay lan ra ton th gii, Red-Bull cng ti tr cho cc hot ng th thao xy dng hnh nh mt thc ung dnh cho gii th thao. Thng hiu ny c gii li xe v gii tr hng ng, h pha n vi vodka to ra mt loi ung khoi khu. Doanh s ca Red-Bull hin nay vt qu 1 t USD/nm. 8) C hi ngh nghip trong ngnh PR: C 3 b phn thuc lnh vc PR thng gp trong cc t chc kinh doanh: - Corporate Relation Division (b phn hp nht v cc hot ng PR): Vice President of Corporate Relation, Director of Corporate Relation, PR Director, PR Manager, PR Executive. M hnh ny ph hp vi cc tp on v cng ty rt ln. - Public Relation Department (phng PR): PR Director, PR Manager, PR Executive. M hnh ny ph hp vi cng ty ln. - Administration & Human Resourse Department (kt hp vi phng Nhn s): Head of Admin & HR Department, Admin & HR Executive. M hnh ny ph hp vi cc cng ty va v nh. 9) Cc yu cu pht trin ngh nghip: Mt c nhn c nhng ti sn hu hnh c th nhn thy v c th cn o c: nh ca, xe c, tin bc... Nhng gi tr ca bn thn c nhn (ci tn c ngha g i vi ngi xung quanh) li c quyt nh ch yu bi cc gi tr v hnh. a) Cc gi tr v hnh ca c nhn: Gi tr Thng hiu c nhn PBE (Personal Brand Equity). Ch s H thng cc quan h c nhn PRNQ (Personal Relationship Network Quotient). Ch s Cm xc EQ (Emotional Quotient). Ch s Thng minh IQ (Intelligence Quotient). Ch s Nng lc sng to CIQ (Creative Imagination Quotient). Ch s Kin thc x hi SIQ (Social Intelligence Quotient). Ch s Ngh nghip PQ (Professional Quotient). Ch s L tr SQ (Spiritual Quotient). Ch s Sc khe HQ (Health Quotient). b) Mt s yu cu pht trin v nng cao nng lc PR: - Khng ngng hc hi. - Pro-active, ch ng tham gia cng vic thc t. - T thc nng cao cc gi tr v hnh ca c nhn. - Hon thin k nng giao tip, thuyt trnh; xy dng v pht trin h thng cc mi quan h...

VAI TR CA PR TRONG MARKETING MIX

Dn nhp: Trn k hng siu th, t 3 gi bnh gi 30 ngn ng, 40 ngn ng v 50 ngn ng. Mt s ngi chp nhn mua gi 50 ngn ng. Nhng khi ta ly c 3 loi bnh trn ra khi hp, t bnh ln 3 ci a cho nhng ngi ny n. Sau ngh h ch ra loi bnh 50 ngn ng l ci no. H khng th ch ra c! Vy th h chn bnh l v l do no? Tr trng hp c 3 loi bnh trn u cha c ai bit ti, th l do c chn l do khch hng quan st gi bnh v tm thy s tin tng no . Li gii p chung cho cc quyt nh la chn l thng hiu.
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Vy ci g to nn thng hiu? l uy tn, l cht lng, l cc u im... c th hin thng qua cc gii thng, cc chng nhn v c li khen ngi. n y, ta s thy 2 vn lin quan cht ch vi nhau: Mt l, ti sao thng hiu li c gii thng, c chng nhn? R rng doanh nghip phi b ra cng sc cn thit xy dng cho sn phm mnh t ti mt cp v phm cht, u im no th mi tr nn c ngha vi khch hng. Hai l, khi c c cht lng, u im ri th nh ci g m cng chng bit ti phm cht, u im ? H bit c t rt nhiu ngun: bn b, bo ch, TV... thm ch bng c tin n truyn ming. Doanh nghip cn phi thc hin c hai bin php trn: xy dng thng hiu v qung b thng hiu t ti kt qu cui cng l thng hiu c ng inh vo u ca khch hng. C v vn phng php khc nhau thc hin iu ny, v thc tin vn lun b ng cho v vn phng php mi c sng to thm. Nhng khng phi con ng no, phng cch no cng i n kt qu tt p. VD: Mt trung tm kinh doanh kim cng v qu. Trn brochure ca mnh, h quyt nh t gii thiu mnh bng hnh nh trung tm honh trng vi ng o khch hng n chim ngng nhng chic nhn kim cng t gi. Hnh nh ny hon ton tht bi. Mt trung tm tp np, i chng khng ph hp vi c tnh ca th trng ng cp cao. Qung b cho th trng ny cn hnh nh ca mt s khch hng t gi hoc n tng trong bi cnh sang trng. Bi ny trang b nhng vn v tm nhn, bt u t nhng khi nim c bn: 1) Marketing: a) Khi nim: C nhiu khi nim v marketing: - Marketing l mang li s tha mn cho khch hng c li nhun. - Marketing l qu trnh c tnh x hi v qun l m qua c nhn/t chc ny nhn c nhng th mnh c nhu cu, thng qua vic to ra v trao i cc sn phm, gi tr vi c nhn/t chc khc. Tm li, lm marketing l hiu nhu cu ca ngi tiu dng, to ra sn phm, cung cp nhng gi tr v gi c tt nht, phn phi v thc y hiu qu. Hiu theo hng thc hnh, marketing ngha l: Bn hng, qung co, thc y v quan h cng ng. L n ci v bu khng kh thn thin. L i mi khng ngng. L nh v. L phn tch, hoch nh v kim sot. b) V tr ca PR trong h thng chin lc ca cng ty:

Trn nh ca mi doanh nghip l chin lc cp cng ty, vi 4 vn sau:

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S mng (mission): y khng phi l cu h khu hiu ph phim, m n chnh l nn tng xy dng vn ha cng ty. Hay ni khc i, s mng cng ty nh th no s i hi vn ha cng ty nh th y ( thc hin s mng). Khi c vn ha cng ty tt th mi thc hin c PR tt. S mng cng ty phi l s mng phc v t s mang li li nhun. Nu s mng cng ty l chm chm vo li nhun s dn ti tht bi. Tm nhn (vision): Cng ty cn phi c tm nhn xa (10 nm, 20 nm) v chia thnh tng chng ng pht trin. VD: Mt bnh vin ch mo c thnh lp. Mc d ch mi hot ng, nhng tm nhn 20 nm sau ca h l s lm c cc cng vic sau: lu gi gen ca cc loi ch qu trn th gii; xy dng nh my sn xut thc n cho ch mo; cung ng cc loi thuc tr bnh cho ch mo; lp mt thm m vin cho ch mo; xy dng mt trng ua ch... Mc ch (goals): L nhng kt qu nh tnh. V d cng ty s c uy tn sau hot ng PR , hoc mn ra mt sn phm nh vy l t mc ch honh trng... Mc tiu (objectives): L nhng kt qu nh lng. V d doanh nghip ra mc tiu chim 70% th phn; phi c con s c th nh vy th ta mi c th kim sot c. V d khc khi doanh nghip t chc event th phi xc nh s kin ny s c bao nhiu ngi theo di? Trong bao nhiu thng qua TV, bao nhiu tham gia ti ch?... T chin lc cp cng ty, doanh nghip s tip tc xy dng 4 chin lc c bn sau: sn xut, ti chnh, nhn s, marketing.

- Chin lc sn xut: L nn tng to ra sn phm c cht lng. Khng c chin lc sn xut tt th d cc chin lc khc c thnh cng n u i na cng l iu v ngha. Trong chui gi tr ca doanh nghip, vai tr ca cc nh cung cp (suppliers) l rt quan trng. VD: mt nh hng danh ting, nhng ch cn nh cung cp rau b nhim thuc tr su khin cho thc khch b ng c, th danh ting nh hng s mt ht. Chui gi tr ca doanh nghip l tp hp cc hot ng c bn ca doanh nghip, hiu qu ca tng yu t v mi quan h gia cc yu t trong chui gi tr to ra sc mnh ca doanh nghip. Phn tch chui gi tr cho ta bit im mnh v im yu ca doanh nghip.

- Chin lc ti chnh: Gi s doanh nghip lm tt chin lc marketing, xong sau doanh nghip b ht hi v ti chnh nn khng th trin khai sn phm ra th trng c. iu ny chng
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khc no mnh lm cho i th hng. - Chin lc nhn s: Tt c mi chin lc suy cho cng l vn con ngi thc hin n nh th no. Trong bi cnh cnh tranh gay gt gia cc doanh nghip v vic thu ht nhn ti, vn nhn s s cng ngy cng tr nn cp thit. - Chin lc marketing: bao gm 4 chin lc Product, Price, Place, Promotion (4P). Ta s xem xt 4 chin lc ny phn sau. 2) Marketing Mix: Cc cng ty thnh cng phi bit xc nh mc tiu cho mnh. Ngay t khi thnh lp l phi xc nh cng ty ra i lm g. Khi i vo hot ng th cng phi bit mc tiu ca mi hnh ng ca mnh. VD: thy i th lm event (t chc s kin) hay qu, ta cng vi vng lm event trong khi khng r t mc tiu g th tht bi/lng ph l cm chc. V d v mt tim ph, ngi ch quyt tm lm ngon, b, r cho d c phi hy sinh li nhun. V th l anh ta trang hong tht quy m v sch s, v chng bin Ph bnh dn vi thu ht tt c i tng vo ca hng ca mnh. tng ny tht bi v khch hng bnh dn s khng dm bc vo mt ni b th, cn ngi sang trng th cng khng mun bc vo nhng ni bnh dn. Nh vy, mt hot ng sn xut kinh doanh bt k phi lun nhm ti mt mc tiu, mt i tng khch hng, mt phn khc th trng xc nh. Nu doanh nghip c tham vng nhm vo tt c cc i tng (nh ng ch tim ph n) th tht ra l chng nhm c vo ai c. Ta c cng thc: DS = P Q Khi ta ch nhm vo mt mc tiu, th s lng tiu th Q s gim, nhng ta hon ton c th nh gi P cao v do doanh s DS cui cng vn cao. Qu trnh nhm thng vo mc tiu ny c th rt nhanh nhng cng c th phi rt bn b mi t c kt qu. VD: Cng ty OPC qung co v Kim tin tho tr si thn mt cch rt kin tr, cc khch hng ni chung khng lu n cc mu qung co ny (nht l cc khch hng tr) v si thn l chuyn ca... tng lai xa. Nhng mt ngy no , nu ai b si thn tht s th chc hn ngh ny sinh u tin trong u s l... Kim tin tho. Mc tiu c khi c nhm rt r rng, nhng i khi li khng l r. Mt mu qung co v em b khng phi nhm vo i tng tr em, m nhm vo cha m ca chng. Mt chic xe giao hng vi nhng hnh nh, hng ch thch hp cng l mt s i thoi vi ngi tiu dng trn ng ph. Mt siu th in thoi di ng honh trng vi nhng nhn vin ng phc hin i cng chuyn ti c thng ip no ti khch hng. Ta c th thy tm quan trng ca mc tiu cn th hin tt c lnh vc khc ch khng ring g trong marketing. Khi ta hc ngoi ng, vi mt mong mun chung chung l s thnh tho n trong 3 nm, th 3 nm tri qua ta cng kh thnh tho. Thay vo , ta hiu rng c th s dng mt ngn ng mt cch bnh thng th ta cn vn t khong 10.000 t, nh vy mi ngy ta cn tch ly khong 10 t. Nu hm nay mc bn, th ngy mai phi hc b gp i. Ch khi no c mc tiu c th nh vy th sau 3 nm kh d ta mi c kt qu mong mun. Marketing-Mix bao gm 4 chin lc (4P) v cc chin lc ny lun nhm thng vo mt th trng mc tiu c th:

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Product (sn phm): Sn phm no th phi nhm vo th trng mc tiu . Price (gi c): Gi c cng phi theo th trng mc tiu. th trng cao cp, gi s ta c th sn xut ra mt sn phm vi gi thnh va phi, nhng nu khng nh gi cao th cc khch hng cao cp cng nghi ngi. Thay v nh gi va phi, ta phi tip tc u t thm v bao b, chi ph thm v qung co v phi nh gi cao hn. Place (phn phi): Sn phm cn phi c h thng phn phi thch hp. VD: in thoi di ng i mi khng th phn phi rng khp cc ca hng nh l. Promotion (chiu th/thc y): Bao gm qung co, khuyn mi, bn hng trc tip v PR. Nh vy, PR c xem l mt thnh phn ca Marketing-Mix (m c th l Promotion) v cc hot ng PR cng lun nhm vo th trng mc tiu c th. a) Product (sn phm): Sn phm l tp hp tt c cc gi tr c th tha mn nhng mong mun ca khch hng. Theo Kotler, c 5 tng ca sn phm nh sau: Li ch ct li (gii kht) Sn phm hin thc (nc ngt c gas) Sn phm mong i (p lnh, dng c sch s) Sn phm m rng (c thm ming bnh!) Sn phm tim nng (gii kht v trong khi chat) Hnh v: The five product levels (Core benefit, Basic product, Expected product, Augmented product, Protential product). Chu k sng ca sn phm:

Cc chin lc ca sn phm: Chin lc pht trin cc c trng ca sn phm: P/S mui, P/S tr xanh, P/S sa... Chin lc pht trin cc linh kin, ph tng, sn phm ph km theo sn phm chnh: my in i km vi mc in, giy in... Chin lc pht trin thng hiu: TOYOTA Camry, TOYOTA Corola, TOYOTA Brown, TOYOTA Land Cruiser... Chin lc pht trin bao b: chai nha, hp giy, hp thic... Chin lc pht trin dch v trc v sau bn hng: tng hng mu dng th, bo hnh siu tc... b) Price (gi c): Gi c l biu hin bng tin ca gi tr sn phm m ngi bn yu cu ngi mua tr cho sn phm ca h. C 2 loi chnh sch gi c c biu din nh s bn cnh (tng/gim theo thi gian):

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Cc phng php nh gi: nh gi trn c s nhu cu. nh gi trn c s chi ph. nh gi trn c s li nhun. nh gi cnh tranh. c) Place (phn phi): Phn phi l qu trnh a sn phm t ngi sn xut n ngi tiu dng. Cc chc nng phn phi: Chc nng lu thng: mua, bn, chia s ri ro. Chc nng hu cn: phn loi, tn tr, vn chuyn. Chc nng thc y: h tr ti chnh, phn hng, thng tin th trng. Cc loi knh phn phi: Knh trc tip. Knh mt cp. Knh nhiu cp.
Manufacturer: nh sn xut Consumer: ngi tiu dng Retailer: ngi bn l Distributor: nh phn phi

d) Promotion (chiu th/thc y): C 4 gii php thc hin Promotion: qung co, khuyn mi, bn hng trc tip v PR. - Qung co (Advertisement): Vic chn phong tin truyn thng no v vo thi im no l rt quan trng thng ip ca nh sn xut n c vi ngi tiu dng theo ng . Qu trnh truyn thng n khch hng (v ngc li) lun b chi phi bi nhiu thng tin nh s sau:

- Khuyn mi (Sales promotion) Cc cng c khuyn mi dnh cho ngi tiu dng: tng hng mu, dng th, tr li tin mt, gi trn gi (nhiu sn phm nhng r hn), gi cung phiu, qu tng, gii thng, bo hnh sn phm, cc c quyn dnh ring cho khch hng quen... Cc cng c khuyn mi dnh cho khch hng t chc: hi ch, thi bn hng, tng phm, tng chuyn du lch... (cc hnh thc ny cng c th dnh cho ngi tiu dng). - Bn hng trc tip (Direct selling): v d gi in thoi bn hng tn ni... - Quan h cng chng (Public relations PR).
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Cc chng trnh Place marketing: L hnh thc phi hp vi cc c quan, t chc xc tin thng mi... tham gia cc chng trnh marketing ca a phng (VD: hi ch hoa Lt, festival Hu...). Tham gia cc hot ng Place marketing, doanh nghip c nhiu li ch l: bn thn s kin ny c qung b rng khp; a phng s h tr ti a nhng doanh nghip tham gia v thng qua to mt hnh nh tt vi cng chng v chnh quyn... 3) PR (Public Relations): Nh trn thy, ta khng th c chin lc marketing khi cha xy dng chin lc cng ty; nu khng c chin lc marketing th khng th ni ti chin lc promotion; nu khng c chin lc promotion th khng th lm c chin lc PR. Vy th PR l g? PR l cc chng trnh c thit k vi mc tiu duy tr, hon thin hay bo v hnh nh ca mt cng ty/thng hiu/sn phm. y, ta cn ni thm v mc tiu bo v: Trong nn kinh t th trng, tnh cnh tranh l rt khc nghit. Mc d cc doanh nghip ngy cng hon thin nhng s sut trong qu trnh sn xut kinh doanh l khng th trnh khi. y s l mt c hi cho i th cnh tranh khai thc nh vo thng hiu ca mnh. T , vai tr bo v thng hiu ca PR l rt quan trng. Mc d lut php c nhng quy nh cm s cnh tranh khng lnh mnh, nhng cc i th lun bit lm sao nh mnh m khng phm lut. VD1: Tr li vi trung tm kinh doanh kim cng v qu. Trung tm ny b mt li v k thut ch tc nn c mt t l ng k nhn b ri mt ht kim cng trong qu trnh s dng. i th cnh tranh khng nhm vo ai c, nhng qung co rm beng rng nhn ca chng ti khng b rt ht th l lm cho trung tm n iu ng. VD2: Sau v vic nc tng c cha cht 3-MCPD, Chinsu thng ln khi qung co rng sn phm ca chng ti khng c cht ny, iu ny c bo m bng cam kt s thng 1 t ng cho ai tm ra cht ny trong sn phm ca h. Khi xy ra sai lm, nhiu doanh nghip chn phng n bng bt thng tin, n trnh trch nhim. iu ny s chng cu vn c g trong x hi thng tin bng n hin nay. PR lun chn gii php ni thng, ni tht v chn thnh sa cha, chn thnh khc phc. R rng gii php ny ch c th c nhng doanh nghip c thc cht. Nhng doanh nghip khng xy dng cho mnh mt nn tng tht s, th khng th chn cho mnh phng php ni thng, ni tht: bi v h khng c g m ni, thm ch cng ni cng phi nhc im ra. Cu chuyn v Ngn hng ACB ng u vi tin n: C mt tin n lan truyn nhanh chng trong TPHCM l Tng Gim c Ngn hng ACB b trn. Th l trong sut 3 ngy, hng on ngi di dng dc xp hng trc ngn hng ny i rt tin. ACB nhanh chng p dng bin php khn cp: mt mt vn cho khch hng rt tin v, mt mt mi Thng c Ngn hng n tn ni gii thch. ng thi ACB cng cung cp y thng tin v tnh hnh hot ng ca mnh cho bo ch. Kt qu, nhng ngi rt tin quay tr li gi tin. Nhiu chuyn gia nh gi sau cn bo ny thm ch ACB cn c uy tn hn, v nh m nhiu ngi cha tng gi tin y cng bit c thng tin ACB tng c bu chn l ngn hng thng mi tt nht VN. 4) Mt s hot ng PR tiu biu: a) Quan h bo ch: Quan h bo ch l mt hot ng quan trng ca PR. N nhm mc ch a nhng tin tc c gi tr ln cc phng tin truyn tin thu ht s ch ca mi ngi v mt c nhn, sn phm, dch v hay thng hiu ca doanh nghip. Gi tr y khng hn l gi tr v kinh t. ng b ta c cu ca cho khng bng cch cho. Khi cc doanh nghip mang hng i cu tr ng bo b thin tai, mang hng bao go v hng sc vi
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s khng c tc ng bng vic chia sn thnh tng mnh vi v chia go ra thnh tng gi 5-10 kg. Mt v d v cch cho l: C mt cng ty du lch ti tr mt on gm cc m VN anh hng ra thm lng Bc. Bn thn iu ny cng c ngha ri, nhng n tng hn c l mi b m u c ring mt ngi HDV i km v phc v. Hnh nh ny khng ch ni bt trc mt cng chng mi khi on tham quan i ng, ra sn bay, n cc t im ng ngi... m c nhng b m cng chng th qun c chuyn i ny, v chc hn cc m s k cho mi ngi nghe cu chuyn ny n ht phn i cn li. chnh l ngh thut thc hin PR bng ngi khc. xc nh vn no l n tng vi cng chng khng phi lc no cng n gin. C 2 hng xc nh: Do ngi thc hin PR t a ra nhn xt (phi sc so v c tm nhn bao qut). Do iu tra, thm d (tn km chi ph v mt thi gian, nhng khch quan v chnh xc). b) Qung b sn phm: Qung b sn phm l cc n lc khc nhau lin quan n vic cng b rng khp nhng c tnh ca mt sn phm/dch v c th. c) Truyn thng tng hp: Truyn thng tng hp bao gm cc hot ng tuyn truyn c bn trong ln bn ngoi pht trin s hiu bit v t chc/doanh nghip. Truyn thng i ni c tm quan trng c bit, nhng nhiu doanh nghip do mi mit vi truyn thng i ngoi m khng chm cht y . N quan trng v 2 l do sau: - Th nht, PR c thc thi ngay t bi gi xe, ngay t khi bc vo cng. Mi cng sc PR bn ngoi s cng cc nu nh ngi bo v, ngi th qu, ngi bn hng... c thi khin khch hng tht vng. Cc cng ty ln v c thng hiu mnh lun dnh ra nhng ngy u tin o to cho nhn vin mi v phong cch v vn ha cng ty. - Th hai, nhng cng ty c s lng nhn vin ln, chnh nhng nhn vin ny v gia nh h to nn mt lng khch hng trung thnh vi sn phm ca cng ty v sn sng tuyn truyn min ph cho sn phm cng ty. lm c iu ny, nhiu cng ty thc hin chnh sch chm sc nhn vin v c gia nh h rt chu o: khen thng cho con em hc gii, t chc ngy family day mi cc gia nh nhn vin n chung vui... Thng thng hn, mt s cng ty cn cng khai yu cu nhn vin khng c s dng sn phm ca i th cnh tranh. Truyn thng tng hp cn phi tnh n yu t tm l v yu t thc tin. VD: Mt cng ty sn xut bnh ko cho nhn vin n th tt c cc sn phm ca mnh v ngh vit bo co. Nhn vin cng c n th sn phm cnh tranh so snh. Nguyn nhn rt n gin: Khi thuyt phc khch hng mua sn phm, nu khch hng hi sn phm ny nh th no m nhn vin ni rng ti cha n th nn khng bit th tnh thuyt phc rt km. Ngc li, nu nhn vin c th m t r rng cm gic ci bnh n ngon lnh th no (mt cch thnh tht), th bn thn iu cng c sc thuyt phc rt cao ri. Truyn thng tng hp cn bao gm nhng hot ng to ra nhng tc ng gin tip (tc l cng ty khng phi trc tip n thuyt phc khch hng). VD: khi mt cng ty tung ra mt kiu xe my mi, h s cho nhiu thanh nin n mc tht snh iu v ln l chic xe ny khp cc ph phng. Khch hng nhn thy s c cm gic thnh ph bt u c nhiu ngi chy xe ny v trng rt bt mt th rt d dn ti ng tc m hu bao mua xe mi. Cu chuyn v nhng nm thng u tin ca Heineken: Khi bia Heineken bt u c tung ra th trng, mang n cho hng ti cc qun bia th khng qun no chu nhn. Cng ty bn cho nhiu tp thanh nin i n cc qun v i ung bia ny (h ni rng y l loi bia mi xut hin v rt ngon). D nhin l qun khng c v tp thanh nin li b i qun khc din tr tng t. Mt thi gian sau, cng ty mang bia n cho hng v ln ny th cc qun u nhn. Cng ty vn
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tip tc cho cc tp thanh nin n cc qun i ung. Ln ny th c ung tht, v t khi dy phong tro ung Heineken. T nhng bc ban u nh th, ngy nay bia Heineken tr nn ni ting khp th gii v khng cn phi m bt k cuc khuyn mi no nhng vn c tiu th rt mnh. d) Vn ng hnh lang (Lobbying): L vic vn ng cc nh lm lut hoc cc chnh tr gia pht trin hay hn ch mt s quy nh hoc o lut no . Lobby khng phi l hi l, nhng lobby rt tn km: Chi ph lobby ri vo cc khon chnh sau Khng phi ai cng c t cch n gp cc nhn vt VIP thc hin lobby. Cng ty lobby phi u t to dng cc mi quan h vi mt s nhn vt trung gian no (thng l cc cu chnh khch nay khng cn lm vic na, hoc cc nhn vt c uy tn x hi). Chnh cc nhn vt trung gian ny s thc hin tc ng trc tip ln cc VIP. Khi c gp VIP ri, cn phi c ni dung lm vic v iu ny phi c s liu c chun b rt cng phu. Phi thu thp t nhiu ngun, phi mua thng tin, phi t lm cc cuc iu tra x hi... Nhiu khi cng ty lobby phi vn ng mt s lng ln qun chng, phi vn ng thuyt phc cc t bo chp nhn ng bi... to d lun. T cng c tc ng nht nh to s quan tm ca cc VIP. ) T vn: L a ra nhng li khuyn, li khuyn co vi nhng ngi c lin quan nng cao uy tn, hnh nh ca cng ty/thng hiu/sn phm. Bn hng bnh thng kh, bn hng bng t vn i hi trnh bc thy. y khng ch i hi kh nng thuyt phc, m cn i hi trnh am hiu rt su v sn phm, cng nh s khch quan v trung thc cn thit. T vn khng phi l tm mi cch khch hng mua sn phm ca mnh. i khi phi bit ch cho khch hng mua sn phm khc nu nh n c li ch tht s cho khch hng. Mc d iu ny khin cng ty khng bn c hng vo thi im hin ti, nhng s thu c lng tin tuyt i ca khch hng. T rt c th ln sau h s chn sn phm ca cng ty hoc gii thiu bn b n mua. Cc cuc iu tra cho thy: cc quyt nh mua hng da theo s gii thiu ca ngi thn chim mt t l rt ng k. Nhng xt cho cng t vn khng c ngha l tch ri vi quyn li ca cng ty. Vn nm ch mc tiu bn c sn phm ca cng ty phi nm n u mt cch hp l trong qu trnh t vn cho khch hng. 5) Mt s thng tin/kin thc tham kho: - S kin du c trong sa: Abbott v Mead Johnson l 2 hng cnh tranh nhau trn th trng sa bt tr em Vit Nam. Mt cng ty PR lm vic cho Abbott pht hin Mead Johnson c hm lng du c qu cao c th gy tc hi cho tr em, h mi cung cp thng tin ny cho bo ch. V kt cuc c 2 cng ty sa ny u l nn nhn: Mead Johnson phi chi khon tin ln thu hi sn phm; cn Abbott b quy l cng ty chi xu i th v b bo ch ty chay. - S tht bi trong chin dch PR ca bia Laser (Cng ty Tn Hip Pht): H ra chin dch PR cc em cn i hc i gom nhn bia s c hc bng. Chin dch cha thc hin xong b thit hi nghim trng v b ln n l khuyn khch chuyn bia bt trong hc ng. - Thuc l BAT n quy nh khng c qung co thuc l: H ti tr cho mt hi ngh c s tham d ca quan chc chnh quyn bng cch: ti tr cho hi ngh ch vi quyn li vo gi gii lao chy mt hng ch BAT ang tuyn dng nhn s hng u vo cc v tr sau.... - S thay i chin lc qung co ca OMO:
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Trc y, OMO nh v l ty trng, sch s: bao bt git bay ngang qua mn hnh lm trng xa ci o. Hin nay, OMO thay i bng thng ip d l tt: c cho con ci chi nng ng, vui v l tt. Khng cn lo vic d bn qun o v c OMO lo liu vic ny! - Thng tin k thut v sa ti: y l mi trng l tng cho s pht trin ca vi khun nn phi c x l c bit. C 2 cch x l sa ph bin: Sa tit trng UHT (Ultra Head Treatment): c x l nhit cao (135-140o) trong mt thi gian rt ngn (6 giy) khng lm mt cht dinh dng. Vi khun coi nh cht ht nn khi em ra s dng c th dnh thm 1 thi gian. Phn ln cc thng hiu sa trn th trng l thuc loi ny. Sa thanh trng (Parterized): c x l nhit 60-80o trong thi gian 2-3 gi. Vi khun ch b c ch nn sa ny phi c bo qun lnh. Khi em ra s dng phi dng ht ngay, nu khng sa s b hng nhanh chng. Thng hiu sa thanh trng hin nay ch c sa LothaMilk v Nestle. - Gi tham kho TVC (TV Commercial) thi lng 30 giy: 50-60.000 USD i vi phim nha, 30-40.000 USD i vi Betacam. Cc mu r tin ch vo khong 5-10.000 USD (thuc tr su, thuc tho dc). Cc mu r tin thng khng pht vo gi cao im ti v chi ph pht sng bnh qun khong 40 triu ng cho mt shot 30 giy. Cht lng quay phim cn ph thuc vo ngi thc hin: chng hn quay n thc ung i hi ngi chuyn v lnh vc ny (thm ha cht vo sao cho n bng ln, bc khi...). Ni chung, quay qung co cho loi sn phm no th i hi nhng k nng ring cho sn phm .

EVENT & PROMOTION

1) Mc tiu (Objectives): Nng cao hnh nh cng ty, thng hiu bng cc chng trnh to ra cc gi tr gia tng, mi trng c li cho s lin kt v xy dng i ng, v to ra nhng c hi. Tuy nhin, nu t ra vn chng trnh PR ny s lm tng c bao nhiu % doanh s l khng ph hp. Mt chng trnh PR c mc ch lu di, nhm to ra s hiu bit v thin cm ca cng chng vi cng ty/thng hiu/sn phm/dch v, ch khng nhm vo vic tng doanh s (nh chng trnh sales). Mc d vy, cng c nhng chng trnh PR trc tip gip cho vic tng doanh s. VD1: Harry Potter tp cui cng ph k lc v doanh s trong 24 gi pht hnh u tin, nh vo chin dch PR rm r, khin cho cc khch hng xp hng di trong m c s hu nhng cun sch u tin. VD2: Cng ty Microsoft trc khi pht hnh phin bn Windows mi cng thc hin chin dch PR to mt s nng lng ch i ni ngi tiu dng. c ln hng phn mm ny t chc hp bo di tu ngm, cho cc nh bo cch ly hon ton vi th gii bn ngoi. Nhng nh c phn mm Microsoft m nhng ngi ny vn gi c lin lc vi mi ngi. l cch lm mang tnh ng rt cao v kh nng kt ni lin lc ca Windows. Thng tin: Bn h gi (sales off) l hnh thc promotion t nht v 2 l do chnh: Gi tr ca thng hiu b gim. Khi sales nhiu qu, sc mua khng tng v khch hng c tm l ch n khi sales mi mua. Cc cng ty ln thng khng chn cch gim gi m thng kt hp tng qu. Tuy nhin, h cng c th sales trong mt ngy c bit no (nhng l t xut, khng mang tnh nh k).
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 VN khng chp nhn so snh trc tip vi sn phm ca i th cnh tranh (cc mu qung co cn so snh th phi che i thng hiu ca cng ty i th). Nhng M th cho php so snh cng khai chuyn ny, min l cng ty ny m t r rng v khch quan cch thc th nghim. Ngi M quan nim rng so snh nh vy s c li cho ngi tiu dng, v to c hi cho ngi tiu dng c la chn sn phm tt nht cho nhu cu ca h. 2) Cc kiu s kin: - T chc cc bui hi hp, hi ngh v kinh doanh thng mi (Corporate Business Meeting). - Cc s kin cho nhn vin (Employee Events). - Khai trng, khai mc nhng t chc/chng trnh quan trng (Grand Openings). - Charity Fundraisers (quyn tin v mc ch t thin). - Cc bui hp mt ca cng ty nhm vui chi, gii tr (Company Socials). - Cc ba n bn cng vic (Business Luncheons/Dinners). - Hi ngh (Conferences). - Nh m (Open Houses). - T chc cc s kin chnh tr (Political Events). - Gii thiu sn phm mi (New Product Launches). - K kt cc tha thun (Conventions). - Hun luyn (Training). - Lin hoan, i hi, hi din (Festival). - Cc hot ng gii tr (Entertainment). - Cc bui tic l lc (Holiday Parties). - Cc bui tic c nhn (Private Parties). - T chc sinh nht (Birthdays). - Hp mt, on t (Reunion). - Thi u th thao/hc ng (Sport Competition, School Competition). - T chc l trao gii (Award Ceremony). - ... v tt c nhng g bn c th ngh ra! 3) Tin trnh hoch nh s kin: a) Cc vn tng qut: - Nm c cc mc tiu ca s kin (events objectives): T chc hun luyn, thng cng, gy qu... v mc tiu PR hoc v cc nguyn no khc? Xc lp cc mc tiu c th nh lng (thng qua cc bn iu tra ph hp hoc cc li bnh trc tuyn trn website). - Son tho thng tin khch hng (guest profile) tham d s kin: Quyt nh t im (venue), ch (theme), loi hnh gii tr (entertainment), guest speaker (pht ngn vin khch hng)... thch hp. Gc gc ca ngi i din (deligate) tham gia s kin: a phng, quc gia, quc t. T l nam/n l bao nhiu? tui bnh qun ca ngi i din l bao nhiu? Trit l ca t chc (corporate philosophy) l bo th hay phng khong? Thng tin v khch hng s quyt nh cch thc t chc: Chng hn khch tham d l gii bo ch th thng khng n tra, h n tham d nm c thng tin chnh xong l i ngay. Tc phong
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ca i tng khch hng cng nh hng n khng kh bui l. Cch y kh lu, Abbott t chc mt s kin v c t chc n tra theo dng buffet, vi mc tiu cc nhn vin d tip cn vi cc i tng. Thi im tic buffet cha ph bin v cha c nhiu ngi hiu c vn ha n buffet. Kt qu l cng ty Abbott phi kh x vi cc v khch nc ngoi v tc phong ca cc thc khch VN: b c mm li n, n b tha ma, bi n ln la phn ngon... Ngi lm PR phi am hiu vn vn ha ca i tng. Mi ngi c th c li sng ring, thi quen ring... nhng khi lm PR th phi xem xt sao cho c th ha nhp c vi nhm cng chng m mnh nhm vo. - Pht trin tm nhn (vision): Nu bn c mt ngn sch khng gii hn, bn s hnh dung s kin nh th no? Khng kh ca bui l: thanh lch, thoi mi, hay tng tc? Chn la menu g? S gii tr lm ni bt s kin nh th no? - Xc lp ngn sch (budget): Xc nh danh sch phi lm (must have list), lun ghi nh mc tiu ca s kin. Xc nh qu d phng bt trc (contingency fund) l 10% tng ngn sch d kin. Ngn sch c th chi cho hot ng PR l mt tiu ch quan trng (theo nguyn tc tin no ca ). Tm hiu ngn sch trc khi lp k hoch l mt yu cu thc t, nhm trnh trng hp thit k tng xong ri mi bit ngn sch khng ph hp vi tng . Trn th trng, gi c cho cng tc t chc PR l tng i c nh: mi ca s ny gi no, mi MC kia gi n... phn chnh lch ch yu nm phn tng sng to. - Sng to mt ch thng nht/nht qun (unifying theme): an kt ton b cc thnh phn s kin: th mi (invitations), by bin (table treatment), menu (thc n), trang tr (decor) v qu tng (giveaways). Cn c s sng to, c o v c l c mt t ph cch nu thch hp (off-the-wall = unusual, amusing, slightly crazy). Thm mt cht mo m t xut (unexpected twist) c th to ra nhng s kin khng th no qun. Cc cng ty khi lm PR lun nht qun trong tt c phng din: mu sc trang tr cng theo tng mu ch o truyn thng ca Cng ty (thng l mu ca logo), m nhc ring... - Chn t im c o (unique venue): Chn mt khung cnh (setting) ph hp th n s tn dng (compliment) v nng cao (enhance) c ch . Cn nhc cc yu t khc: v tr (location), khng kh (atmosphere), phc v (service), danh ting (reputation), s linh hot (flexibility) v cc chi ph thu mn (rental fees). Khng phi lc no cng c th chn c a im t chc ph hp. C nhng a phng khng c nhiu ni thun tin t chc s kin, c nhng a phng (nh TPHCM) th li c qu nhiu a im la chn. Nhng phi ch tnh ri ro mt s a im: nh ht Thnh ph, dinh Thng Nht... nu chn cc a im ny th trong hp ng t chc nn c iu khon l Cng ty t chc s khng chu trch nhim nu a im b thu hi phc v cho cng tc chnh tr t xut no . Mt s nguyn nhn khch quan khc cng c th nh hng n a im t chc: tri ma i vi cc t im ngoi tri, cp in... cc s kin mang tnh cht chnh tr - x hi cao th BTC lun lm vic trc vi cng ty in lc c m bo v ngun in. Lu mt s yu cu c bit khi t chc event. Sau y l 3 cu chuyn c thc: Tnh hung 1: Mt cng ty t chc s kin cam kt s c truyn hnh trc tip v xin php mt sp trong i TH. Nhng n ngy th khng th thc hin c v b mt sp khc khng chp
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nhn (v t i cha c xin php ng ta trc). Cng ty t chc phi b tin ra n cho khch hng v vi chi ph m khch hng b ra l bao gm c truyn hnh trc tip. Tnh hung 2: Mt cng ty ti tr cho mt hi thi mang tnh cht x hi cao v c s ng h t cp Trung ng n a phng. Nhng khi n tnh T, do b i th cnh tranh tung tin rng hi thi ny ch l tr hnh qung co cho cng ty nn b a phng bt lt cc bng-rn v hi thi (c logo ca nh ti tr xung). Tnh hung 3: Mt cng ty quyt nh mi mt MC ca mt i TH danh ting tham gia mt TVC (TV Commercial) qung b cho mt sn phm mi. Cng ty ny cn thn xin php mt sp i TH. Sau khi mu TVC c thc hin xong (kh tn km) th khng c pht sng v mt sp khc khng chp nhn mu qung co ny. - Tp hp mt i ng cc nh cung cp v iu hnh vin c khi (solid): Thu cc chuyn gia (professionals) c kinh nghim v loi s kin ta mun t chc. Mc d chi ph ban u l cao hn, nhng rt cuc li tit gim stress, thi gian v tin bc. i ng cc iu hnh vin (management team) phi c thin hng chi tit v am tng. - Lp k hoch i ph vi cc tnh hung bt ng (contingency plans): D tr cc tnh hung v kch bn c kh nng gy ri tr (brainstorm: y hiu l ri tr khng phi l ng no) c th xut hin: cp cu, ha hon, thi tit khc nghit, thi gian ca chng trnh, hng hc thit b v cc nhn vt c c . Chp nhn kch bn, th tc v nghi thc thc hin cc hot ng. Trc khi thc s tin hnh, cn phi c mt bui thc tp v nh gi cc tnh hung cn iu chnh: m thanh, nh sng, cng tc t chc... - Vt qu s mong i ca khch hng (guests expectations): Bi u xe c c ch dn tt? c cn nhn vin ch ng hoc c bng ch dn? C cc lung khu vc n tip/ng k (reception/registration area) hn ch n tc? Cui cng, khi bn bc vo khu vc t chc bui l (function) th n tng u tin ca bn c phi tht ln WOW! khng? Nu bn l khch, bn s mong mun iu g? Cn phi lu n nhng chi tit nh, nhng nh hng n tin li cho khch tham d. Mt s a im khng ph hp cho chuyn gi xe: Nh ht Thnh ph, c bit vo ngy CN hu nh khng c ch gi xe. Khch phi i gi rt xa gy bt tin cho ngi tham d. - Lo liu v phn tch s kin qung b (post-event analysis): S kin c th c hon thin nh th no? S kin c lm trn nhng g ra ban u khng? Tp hp mt danh sch cc khuyn co (recommendations) tm tt cc thnh cng v thiu st ca s kin. Sau khi t chc s kin xong, cn phi c bui nghim thu, nh gi kt qu rt kinh nghim cho cc ln t chc sau. b) Checklist: Lp checklist kim tra tin thc hin cng vic l mt yu cu bt buc thc hin cc s kin ln. C rt nhiu cng vic i hi phi c thi gian thc hin (VD: lm n qung co mu vng s lu hn cc loi mu khc). Mt khc, kim tra checklist cng gip pht hin nhng vn pht sinh khc phc kp thi.
Category/Item
mc

To do?
Lm g?

Notes
Ghi ch

Due date
Hn cht

Status
Tnh trng

Responsibility
Ai chu trch nhim

Ojective/ Purpose (mc tiu) Theme (ch ) Timeline (tin thi gian) phi lp tin cho mi s kin phi theo di cht ch tin thc hin

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Location (a im) availability: c sn nhng a im no cost: gi c size: sc cha bao nhiu ch service charges: tin cng phc v Transportation (phng tin i li) airplane: my bay to/from hotel: n/i khi khch sn to/from events: n/i khi ni t chc other transportation: phng tin khc Invitation (cng tc mi) gather list: thu thp danh sch khch mi select stock, envelopes: cht liu, bao th create message: vit thng ip mi print invites: gi li mi bng th mi mail invites: gi li mi bng email track RSVP: kim tra danh sch s tham d Food/catering (thc phm/cung cp) determine provider: cung cp ti ch (at venue) hoc nh cung cp bn ngoi (outside caterer); cn nhc li gii thiu (references), cht lng (qualities), phc v (servers)... determine menu: gi (price), s lng (quantity), cht lng (quality), n king hoc cc mn c bit (diets/ special meals). place final order. (quyt nh t hng) Rental items (cc khon phi thu mn) tables/chairs (bn/gh) linens (khn tri) tent/outside enclosure (lu/hng ro) lighting (nh sng) weather consideration: heaters (l si), fans (qut) china/plasticware (s/ nha) Entertainment (gii tr) (phi ph hp vi ch ca chng trnh) Childrens activities (hot ng tr em) selection: hp dn (appeal), an ton (safety) arrange supervision (b tr trng nom) additional suppliers (nh cung ng b sung) Adults activities (hot ng ngi ln) selection: hp dn (appeal), an ton (safety) additional suppliers (nh cung ng b sung) Decorations (trang hong) flowers/centerpieces (hoa/chu hoa) signage (bng ch dn) other decorations (cc trang tr khc) Pictures/Video (phim nh) photographer (ngi chp hnh) videographer (ngi quay phim) Lighting (nh sng) selection (chn la loi nh sng) installation (lp t) Audio/Visual (nghe/nhn) sound (m thanh) VCR/TV (hnh nh) Overhead/Projector (my phng/chiu) Props/Staging (o c/sn khu) built (xy dng) rental (thu mn) installation (lp t) Giveaway (tng phm) select (chn la) delivery (phn pht) Liability Insurance (bo him trch nhim) vendor insurance required (yu cu bn BH) collect certificates (tp hp giy xc nhn) Security (an ninh) Backup plans (cc k hoch d phng) location (v tr)

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entertainment (gii tr) food (thc phm) sound (m thanh) medical emergency (cp cu)

c) nh gi s kin (Event Evaluation): Sau khi t chc s kin phi c s nh gi/o lng kt qu. C rt nhiu biu mu v Event Evaluation c th ti v internet. Sau y l mt mu:
Excellent Very Good Good Average Poor Fair Rating Comments

Goal 1: <Description of Goal 1> Presentation 1: <Description of presentation 1> Overall Evaluation Event Materials Lab Exercises Advertising & Registration Facilities What did you most like about this event? What did you least like about this event? Is there anything else you would like the event to have covered? Further Comments

Phng chm phi ghi nh khi lm PR: Transform Your Event Concept into a Memorable Occasion a quan im s kin ca bn vo nhng s vic khng th no qun Detail, detail, detail! Khi chun b cho cc s kin phi khc ghi cu ni: Chi tit, chi tit, chi tit hn na!

LP K HOCH & TRIN KHAI THC HIN

1) Mt s hot ng PR tiu biu: Loi Press Bo ch Social activities Cc hot ng x hi Crisis solving X l khng hong Event S kin Cc hot ng chnh Press conference (hp bo), press release (ng tin, pht hnh thng co bo ch), press interview (tr li phng vn bo ch)... L cc chin dch (campaign) mang li li ch x hi nhng n bn di n c mt mc ch qung b xc nh no . Khi mt t chc phi i mt vi vn c th gy tn hi n cng vic, uy tn, thng hiu... PR s c dng gii quyt. Gii thiu sn phm, hi ngh cc nh phn phi (dealer) hoc hi ngh khch hng (customer), l khai mc/khai trng.
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Relationship with investors Quan h vi cc nh u t Relationship with government Quan h vi chnh quyn

T chc cc hot ng xy dng nim tin (trust), to mi quan h vi cc c ng (shareholder) hoc khch hng (client). Cc hot ng nhm xy dng quan h vi chnh quyn. Thng dng vi cc ngnh nhy cm: ngn hng, thuc l, thuc ung...

Cc s kin (events), t gii thiu (self introduction) trn TV hoc cc bn in, xc nhn/chng thc (testimonial), pht hnh thng co bo ch (press release) v bi bo qung co (advertorial) vn thng c dng lm nhng cng c chnh ca PR. a) S kin (events): - Cc show din m nhc l loi hot ng ch yu cho vic nhn din thng hiu (brand visibility) thay v mc ch thng hiu (branding purpose). VD: Bia Heineken t chc chng trnh Tip cn m nhc Heineken. - Truyn hnh trc tip (live TV broadcast) l mt trong nhng phng cch ch yu nhm a s kin n c vi s ng khn gi. - Cc nh cng ty cng sng to cch dng ngy/thng ca X lin h thng hiu ca h vi mt s hnh nh no . VD: Kem nh rng P/S t chc Thng P/S v gia nh Vit Nam. b) T gii thiu (self introduction): VD: Khi Cng ty Tn Hip Pht tung ra sn phm nc tng lc Active, h mi bo ch, quan chc ca S Y t... n gii thiu v sn phm mi ca mnh. T gii thiu c dng nh l cng c truyn thng h tr cho nhng nh qung co khng c ngn sch ln t chc cc hot ng ATL (Above The Line activities). T gii thiu cng c dng nh l s thay th cho qung co ATL trong nhng ngnh ngh c nhiu quy nh php l lin quan n hot ng ATL (nh dc phm chng hn). c) Xc nhn/chng thc (testimonial): Testimonial l mt pht biu, trnh by (statement) nhm ng h cho mt s tht, mt s vic hoc mt tuyn b c th no . Testimonial c th c th hin trc tip theo kiu sn phm A c t chc X khuyn dng. Nhng cng c th c th hin mt cch kn o hn di dng mt bi bo phng vn mt chuyn gia v mt vn no c nhiu ngi quan tm (lm p cho phi p tui 30 chng hn), trong ch dnh ra mt gc rt nh cp n thng tin v sn phm c lin quan n vn ny. d) a tin/pht hnh thng co bo ch (press release):

e) Bi bo qung co (advertorial): Advertorial l t ghp ca advertising (qung co) + editorial (bin tp). Cc mu qung co thng thng thin v vic nhn mnh tn tui/danh ting ca cng ty. Trong khi cc mu bi bo qung co vit di dng mt bi bo. iu ny s lm tng thm tnh ng tin cy cho sn phm. Tham kho thm: Infomercial l t ghp ca information (thng tin) + commercial (thng mi) l
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mu qung co nhng c rt nhiu thng tin. VD1: Mt bi bo c ta Hon thin mi tc ca bn khng ch gii thiu sn phm ca cng ty m cn cung cp thm thng tin khc gip cho ngi s dng c th chm sc mi tc tt hn. VD2: Mt bi bo c ta Chn tr trong i sng ngi Vit s c sc thu ht i vi nhng ai quan tm v c kin thc x hi, bi v n nu ra nhng thng tin v lch s, thi quen v vn ha dng tr ca ngi VN. Lng ghp trong l nhng hnh nh v thng hiu tr Lipton, tc gi tht s ca bi vit ny. Xu hng s dng advertorial ngy cng gia tng trong vic qung b cho cc s kin ln c nhiu ngi tham d. Trc nhng s kin ny, s c hng lot tin tc c tung ra nh ng v nhng vn c nhiu ngi quan tm (m nhng vn ny c quan h vi ch ca s kin sp din ra), qua lng x c s kin mt cch kho lo. Mt cch lm khc cng thng c s dng l cng b s tn thnh/cng nhn ca cc nhn vt ni ting (Celebritys endorsement) dnh cho sn phm ca cng ty. VD: Mt hng m phm a ra cc gng mt din vin, ngh s ni ting trong mt bi bo mang tn H chn g cho nhng gng mt p? chc chn s to sc thu ht hn l mt bi qung co thng thng. 2) Lp k hoch (planning): Bn cht ca vic lp k hoch c gi gn trong 3 cu: Study the past Decide at the present What to do in the future Cc phn ca mt bn k hoch PR: 1. Executive summary (bn tm tt) 2. Situation analysis (phn tch tnh hnh) 3. Problem/opportunity and consequences (vn /c hi v hu qu/kt qu) 4. Campaign goal/objectives (mc ch/mc tiu ca chin dch PR) 5. Audience identification and messages (nhn ra i tng v thng ip) 6. Audience objectives (xc nh cc mc tiu i tng) 7. Strategies (xc nh cc chin lc PR) 8. Communication tactics (chin thut truyn thng) 9. Schedule (thi gian biu/lch trnh thc hin) 10. Budget (ngn sch thc hin) 11. Events evaluation (lng gi kt qu ca k hoch PR sau khi thc hin xong) 12. Related research (cc nghin cu c lin quan) 13. Case study (nghin cu trng hp) a) Executive summary (bn tm tt): l mt bn tm tt v ton b chin dch bng cch nu ra mt s im chnh yu nhm gy s quan tm, ch n ngi c bn k hoch ny. Cc vn c cp n trong bn tm tt l: The problem/opportunities: Nhng vn /c hi l g? Ngi ph duyt k hoch phi thy c vn /c hi ny t thy c ngay k hoch PR ny l ng lm. Nu ngi lp k hoch m khng lm ni bt c vn /c hi th hu nh ton b k hoch s b loi b ngay. Program goal: Nhng mc ch c bn ca chng trnh l g? Target audiences: Xc nh i tng chnh (primary audience), i tng ph (secondary audience). i tng ph cn c gi l i tng can thip (intervening audience). Audience objectives: Nhng mc tiu ca i tng chnh v ph l g? Hay ni cch khc, ta trng i i tng chnh v ph s lm g?
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Nghin cu v qu kh Quyt nh hin ti Lm g trong tng lai

Major strategy: Nu ra chin thut ch yu l g. Lit k nhng chin thut (tactics) chnh m ta s dng trong chin dch. Recommended budget (ngn sch ngh): D tr tng chi ph cho chin dch. Evaluation plans: Bn nh gi v nhn bit kt qu nh th no, cho d c hon tt hay khng hon tt chin dch v nhng mc tiu i tng. V mt k thut thc hin k hoch: phn executive summary c lm cui cng (sau khi cc phn khc vit xong), nhng n li c di ln phn u tin ca bn k hoch. b) Situation analysis (phn tch tnh hnh): y phi l phn c lm u tin ca bn k hoch (khng tnh phn tm tt trn). N cp n thng tin thu thp v iu kin, hon cnh mi trng bn trong v bn ngoi. Ch c phn tch c tnh hnh mt cch chnh xc th mi c th thc hin cc bc tip theo t kt qu cao (chnh v tm quan trng ca n m cc v tr cao cc cng ty lun i hi ngi c kh nng phn tch). - Internal factors (cc yu t bn trong): Cc pht biu v s mng ca t chc (organizations mission), lch s v c cu t chc. M t chi tit v chng trnh, sn phm, dch v... Thng k chi tit v ngun lc (resources), ngn sch, nhn vin v chng trnh. Tm tt kin phng vn nhn vt ch cht v vn (problems), c hi (opportunities). Bn sao cc chnh sch (policy statements) v th tc (procedures) c lin quan n vn /c hi. Hon tt m t v vic t chc phi lm th no x l vn /c hi. - External factors (cc yu t bn ngoi): Ct ra t cc bo, tp ch, n phm thng mi (trade publications) v bn tin dnh cho cc thnh vin (newsletters) tt c cc bi c lin quan n vn cn gii quyt (issues). Cc bn tng thut (reports) t radio, TV v cc phng tin truyn thng khc. Ni dung phn tch ca cc tin tc truyn thng (media coverage). Kt qu kho st v thc/nhn thc ca cng ng (public awareness), kin thc (knowledge), quan im (opinions), t cch/hnh vi ng x (behaviors)... c lin quan vi t chc v vn cn gii quyt (issues). Danh sch cc phng tin truyn thng, nh bo... l nhng ngi s a tin v t chc v vn (issues) c lin quan. Danh sch v m t v nhng c nhn v tp th c chia s vi t chc v mi quan tm/li ch (concerns/interest) v quan nim (views). Bao gm c cc bn in v bn tin truyn thng do h iu khin/tc ng. Bn sao cc quy nh ca chnh quyn, php lut... c lin quan. Danh sch cc i din chnh quyn (government agencies), nh lm lut (legislators), cng chc (officials)... c kh nng lm lut hoc iu chnh quy nh c th gy nh hng n t chc v cng vic ca t chc. Bn sao cc nghin cu c xut bn v cc ti c quan h vi vn (issues). Danh sch cc tham kho quan trng v sch, h s, danh b... Danh sch cc kt qu nghin cu v khch hng (client), tnh hnh (situation) v i tng (audience). Khi ta vit bn phn tch tnh hnh, trnh by nghin cu phi theo trnh t logic v d hiu. Assumption (cc gi thit chp nhn c): D cho thc hin bao nhiu cuc nghin cu i na, ta vn lun cm thy thiu mt ci g . Trong mt s trng hp, vic phi t t ra cc s liu gi thit (do khng th thu thp c thng tin thc) l khng th trnh khi. V vy khi vit bn phn tch tnh hnh, ta c th t ra vi tnh hung gi thit nhng kha cnh (aspects) khc nhau. Nu phi t ra cc gi thit, hy lit k chng trong mt phn b sung. Vit ra nhng thng tin b thiu m ta c th thay chng bng cc thng tin gi s mt cch hp l.
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c) Problem/opportunity (vn /c hi): Sau khi phn tch c tnh hnh, ta c th xc nh c vn /c hi cho chin dch PR. Hay ni khc i, vn /c hi l nguyn nhn trc tip thuyt phc cng ty ti sao phi thc hin chin dch PR ny. Da vo nghin cu v cc cuc phng vn khch hng s b, ta c th phn lp (isolate) c vn /c hi, v xc nh c iu g s xy ra nu vn /c hi khng c gii quyt. Vic trnh by vn /c hi phi sc tch (concise) v tht c th (specific). Trong khi vic phn tch tnh hung nu bt c cc yu t bn trong v bn ngoi, th mt trnh by vn /c hi li dn ti n lc lp k hoch cho mt tp hp hon cnh c bit. Gc r ca vn (root of problem): Tm ra gc r gy ra vn ca t chc. T c gng xc nh chnh xc ta cn tc ng ln quan im g (what attitude = what they think) v thi g (what behavior = what they do) ca cng chng. Ta mun thay i hay l cng c quan im (attitude) ca h? Hy tr li cu hi sau: Chnh xc l ta mun h lm g nh l thnh qu ca chin dch?. V d: Trong mt bui hi ngh chuyn v li xe ca hng du nht Castrol. Trc thc trng ti TPHCM tnh hnh tai nn giao thng gia tng lin tc 10% mi thng khin 50 ngi cht mi tun, Castrol mun xy dng mt hnh nh tt p trong tm tr ngi tiu dng bng cch quan tm n sc khe ngi chy xe VN. Vn (problem) v cc hu qu (consequences): Nhn ra v trnh by v vn l cha . Cc hu qu cng phi c nhn nhn mt cch y . Trong trng hp khng gii quyt c vn , th phi phn tch c hu qu tn hi v thng hiu, hnh nh cng ty, li nhun, nhn vin hoc cht lng dch v. Lm r c iu ny th bn k hoch s tr nn thuyt phc hn. y mt ln na cn s ngn gn, sc tch. Tr li vi v d trn, nhng ngi li xe v khch b hnh l i tng chnh v ph ca du nht Castrol, v h u c th lin quan n tai nn giao thng. Doanh thu ca du nht Castrol c th tng ln khi nhng ngi chy xe c c hnh nh tch cc v cng ty v s mua nhiu hn sn phm ny. d) Campaign goal (mc ch ca chin dch PR): Mc tiu (objectives) hoc mc ch (goals) phi c th v c th nh gi/o lng c. Chng c th l thi hoc hnh vi. Nhng trn tt c l chng phi c kh nng nh gi/o lng c. Ch mt quan im khc: ch c mc tiu l c th, cn mc ch l chung chung. Pht biu v mc ch chin dch th rt n gin. Hy suy ngh v mc tiu chin dch v ta c th vi ti mc tiu ny, ngha l n phi thc t (actual) v r rng (clear). V d: Output (lm c): Hng thng hun luyn cho 1.000 li xe tr (t 17-22 tui) TPHCM. Attitude (quan im): Xy dng hnh nh tt v du nht Castrol. Behavior (hnh vi): Gip nhng ngi tham d chng trnh quen thuc vi nhng sn phm Castrol c em ra s dng trong chng trnh hun luyn. Nhng ngi ny cng l nhng ngi pht tn tin n (buzz) v hot ng Castrol. e) Audience identification & messages (xc nh i tng & thng ip gi n h): Mt i tng (audience) l mt nhm ngi c cng mi quan tm v nhng g m ta ang truyn thng. Hoc h cng l mt phn khc c th (particular segment) trong cng ng dn c m chin dch ca ta ang c gng tip cn. nh r c i tng c tm quan trng sng cn i vi chin dch, bi v ta cn i thoi vi ng nhng ngi cn i thoi. VD: nu ta xc nh i tng l tui teen th s dn n vic chn phng tin truyn thng l cc bo ch (hoc chng trnh TV) dnh cho tui teen.
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 xc nh ng i tng, ta cn gii p cc cu hi: Chnh xc l ai s chu nh hng bi chin dch PR? Chnh xc l ai m chin dch ang c gng thuyt phc? Nhng ngi ang u? Lm sao tm c h? Lm sao c s lin lc vi h? i tng (audience) c th c tip cn theo 2 cch: Tip cn theo demographically (nhn khu hc): gii tnh (sex), tui (age), thu nhp (income), vai tr (role) v ngh nghip (occupation), sng vng a l no (geography). Tip cn theo psychographically (tm l hc): li sng (life style), attitudes (quan im), hnh vi/t cch (behaviors), interest (mi quan tm)... Mt minh ha v psychographically: H t mnh lm tt cng vic, h lun lun bit l thnh cng s n vi h. Thnh tu t c khng lm thay i bn cht ca h. H c th i i giy t tin, c mt PDA trong tay, hoc thm ch ci mt chic xe sang trng, nhng trong thm tm h sng tht vi chnh mnh. Mc d h khng bc l qu mc s kiu hnh v thnh tch ca mnh, nhng h lm c nh vy theo ci cch m h c yu mn. Trn y l m t i tng m mt cng ty thc hin chin dch PR nhm ti. Gi s l mt Cng ty Bia nh trong bi nhp vai tnh hung (Case study) phn cui bi ny. Trong k hoch PR, xc nh nhng ngi ny l ai v sau dnh u tin (prioritize) cho h. Xt theo quan im PR, i tng m ta nhm vo c chia lm 2 loi: Primary audience (i tng chnh): y l i tng m ta c bit mun tc ng. l nhng ngi m PR s c gng tc ng hoc thay i hnh vi, quan nim ca h. Secondary audience (i tng ph): Cn c gi l i tng can thip (intervening audience). Nhng ngi ny tuy khng phi l ngi ra quyt nh cui cng, nhng c kh nng nh hng/can thip ln i tng chnh. VD: Trong vn mua chi. Ngi m l ngi quyt nh mua v l i tng chnh tc ng. Nhng a con cng c th tc ng ln quyt nh ca ngi m v do n tr thnh i tng ph. Cc nh sn xut chi s t i tng chnh v tr trung tm (center) v t i tng ph v tr ngoi vi (periphery) nh hng tc ng PR vo.

Tr li vi trng hp ca du nht Castrol, i tng c xc nh nh sau: Primary audience: Class A v B, tui 17-22, khng c hoc c t k nng iu khin xe, ang l hc sinh hoc sinh vin, l khch hng tng lai ca du nht Castrol. Secondary audience: Class A v B, tui 23-35, hnh vi li xe ngang ngnh, khng tun th lut l giao thng, l khch hng hin ti ca du nht Castrol. Sau khi xc nh c i tng v tp trung u tin cho h, cn phi c nhng thng ip (message) m ta tin tng rng c tc ng trc tip ln tng i tng chn. Thng ip (messages) c nhng c im sau: Tng t nh trnh by v vn (problem), thng ip phi trc tip (direct) v c tnh cch gii thch (declaratory). Thng ip cng phi n khp (articulate) vi li ch c th ca i tng (audience).
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Tm ra mt s thng ip, sau b tr chng theo tng i tng (audience), chn ra trong s mt ci ta cho rng quan trng nht cho chin dch PR. Ngha l trong message gi n khch hng ch cn mt duy nht. Nu ta c dn nn nhiu vo mt message th khch hng s khng nh g c. iu ny cng tng t nh nm 2 qu bng cng lc cho mt ngi, rt c th ngi s chng chp c qu no v anh ta qunh qung mun chp ly c 2 qu bng. VD: Chin dch PR ca nc sc ming Listerine c thng ip l sc mnh ca rng & nu.

f) Audience objectives (xc nh cc mc tiu cho tng i tng): Sau khi xc nh c cc i tng m ta s tc ng bng chin dch PR, ta phi xc nh mc tiu cho tng i tng. Mun vy ta phi phi nm c insight ca i tng (insight l ci su thm trong u ca i tng, m thng l ngi ta khng mun ni ra). Mc tiu (objectives) cn c o lng nh hng: - Mc tiu hnh vi (behavioral objectives): ta mun cc i tng lm g?
hng dn nhng ngi tr tui thuc Class A v B cch li xe ng n, c bit l ti cc giao l ln.

- Mc tiu quan im (attitudinal objectives): ta mun cc i tng ngh g?

tng cng thi cn trng cho cc tay li ngang ngnh khi c lin quan n cc tay li khc v khch b hnh.

- Mc tiu thng tin (informational objectives): ta mun h bit nhng g m trc cha bit?
cho cc tay li ngang ngnh bit rng s lch thip trn ng ph l rt quan trng cho vn an ton giao thng v cu gip cc mng sng.

Mt mu qung co ca Nokia rt hay v ni c ci insight ca i tng: Mt chng trai chp hnh ri gi 3 tin nhn n cho mt c gi, trn cc hnh ln lt c cc t Will, marry, me. Anh ta hi hp ch c gi tr li. gn ch ngi ca anh ta c ci bng hiu Nokia, nhng b chic xe ti che mt 3 ch cui ch cn li ch No, ng ng tm trng chng trai khng bit c gi s tr li Yes hay No. n khi c gi tr li, on phim khng cho thy trc tip ni dung tr li, nhng ta thy chng trai bt ln reo mng. Lc chic xe ti chy i, l ra ton b ch Nokia. g) Strategies (chin lc): Mt chin lc l mt s la chn c th thc hin c (doable option), n c lp k hoch nhm gii quyt vn (problem). Bn thn mi chin lc u c u im ring so vi chin lc thay th khc. Do , s khng khn ngoan nu ta b qua bt k cch tip cn no gii quyt vn (v l do n khng dng c). Cng vi t duy ny, kt hp cc cch tip cn li vi nhau c th gii quyt c vn (m bn thn t mi cch khng th gii quyt c). Mi gii php a ra gii quyt vn phi c tnh kh thi (feasible), ph hp (appropriate) v c th chp nhn c (acceptable). Nu bn l PR agency, hy ni vi khch hng v chin thut bn ngh l g v cch tip cn ra sao. Hy ni vi h ti sao bn ngh nhng chin thut c th v chun b sn sng bo v
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quan im ca bn trc s phn bc ca khch hng. N c th hu ch khi tham kho cc l l tn thnh v phn i (pros and cons) v chin thut ca bn (v i vi c nhng chin thut thay th). h) Tactics (chin thut): Nu bn l PR agency, hy ni vi khch hng chnh xc l bn ngh sng kin truyn thng loi g. i vi mt s phng php ng no do bn sng to ra, bn nn trnh by mt shopping list gm nhng chin thut kh thi tng hon thnh cc mc tiu trc . - Chin thut hnh ng (action tactics): Cc chin thut phi vn bn (non written tactics) bao gm: s kin c bit (special events); tun hnh/biu tnh (demonstration); trin lm (exhibits); diu hnh (parades); cc ng gp cho cng ng v nhn lc (manpower), ti nng (talent), t vn (advice), tin... Cc chin thut thng ip (message tactics): dng by t thng ip n vi i tng (audience) m ta nhm ti. Cc chin thut truyn thng i chng (media tactics): tn dng phng tin truyn thng bo ch nh th no qung b cc s kin.

- Chin thut truyn thng (communication tactics): Cc chin thut dng li (verbal tactics) bao gm: li ni (oral) v ch vit (written). Chng s dng c t ng v hnh nh. Hnh thc rt phong ph: bn tin cho cc thnh vin (newsletters), flyer, a tin (news releases), t bm (brochures), direct mail (th trc tip), qung co (advertising), khu hiu (slogan)... l cc hnh thc dng ch v ngn ng lm c s. Cng vi vic t chc s kin, cn xc nh cc sng kin truyn thng bng chin thut thng ip (message tactics) by t thng ip n vi i tng (audience) mt cch trc tip.
Tr xanh khng : Gii nhit cuc sng
Tr xanh khng l mt bc t ph mi, khng ch gip gii nhit hiu qu m cn em li nhiu li ch thit thc cho sc khe v th cht v tinh thn cho ngi tiu dng. y l mt xu hng tiu dng mi ti nhiu quc gia tin tin v bt u c cho n ti Vit Nam. Tr xanh khng c sn xut theo dy chuyn cng ngh hin i nhp t Nht Bn, vi mt quy trnh chit nng c bit, bo m gi nguyn nhng tinh cht thit yu ca tr xanh. Kt hp vi vic chn lc k lng nhng l tr xanh ti nguyn nht, quy trnh ny khng ch m bo tuyt i tiu chun v sinh an ton thc phm m cn gip gi c hng v t nhin ca tr xanh. Ln u tin c ng trong chai PET 500ml. Tr xanh khng rt thun tin khi i du lch, chi th thao, i pic-nc, lm vic ti vn phng, cho cc cuc hi hpHoc n gin l dng gii kht ti nh cho c gia nh thay cho cc loi nc lc v nc tinh khit khc. www.tinhvi.com - 28

Thng tin tham kho: i tng ca mt s xut bn phm Vit Nam Bo (ting Vit v Anh) Tp ch dnh cho gii tr Tp ch gia nh Tui Tr, Thanh Nin, Lao ng, Sinh Vin, Mc Tm, Hoa Saigon Tip Th, Tip Th Ngi Lao ng, Saigon Times Daily, Hc Tr, H2T, VTM... v Gia nh, Th Gii Vietnam News, Saigon Times Weekly.. Ph N, Thi Trang Tr... Flyer: Nu l n phm, flyer gn ging nh brochure/leaflet. Nu trn website, flyer l mt ng dn, di dng vn bn hay hnh, m khi click vo , bn s vo thng trang web m bn chn trc. Flyer trn website c th di dng: mt on ch ngn; mt nt (kch thc tiu chun 8831 pixels); mt banner (kch thc tiu chun 46860 pixels); hay nhng dng khc... Tactics briefs: Trong thc t c khi brief khng hn l mt bn tm tt m l mt bn yu cu ca cng ty khch hng gi n cho cng ty PR agency yu cu mt vn g . Khi PR agency trnh by v chin thut ca mnh, tactics briefs l mt bn tm tt gm 1-3 on m t v tng chin thut: i tng (audiences) m chin thut hng ti. Thng ip (message) m ta mong i i tng s nhn c. Nguyn nhn chn chin thut ny v d bo kt qu. i) Schedule (thi gian biu/lch trnh): Nguyn tc lp thi gian biu/lch trnh: - Ta phi ch ra rng bn k hoch c d tnh n tng chi tit nh. - Trnh by lch trnh k hoch (planning calendar) mt cch c th v ton din. - Nu bn l PR agency, hy ni vi khch hng khi no bn s hng dn t chc s kin v cc chin thut truyn thng m bn ghi ch trc . - Xc nh tng vic c th s giao cho ngi no. - Lit k thi hn cht (deadlines) cho tng s kin v chin thut. VD: Lch trnh cho mt hi tho chuyn v li xe (driving seminar) trong 3 thng Topic (ch ) Li xe qua giao l Ung ru bia v li xe (quy nh) Lm sch xe gn my ca bn Timeline (bng tin thi gian): Activities (hot ng) Driving seminars (HTC v li xe) Merchandising (trng by SP) (*) Print publicity (bn in qung co) TV News Segments (knh thi s) Advertorials (bi bo qung co) October NVH Thanh Nin 8-10 pick-ups (**) 1 ln/thng lm sut thng November December NVH Thanh Nin NVH Thanh Nin lm sut thi gian ny 8-10 pick-ups 8-10 pick-ups 1 ln/thng 1 ln/thng lm sut thng lm sut thng October NVH Thanh Nin November NVH Thanh Nin NVH Thanh Nin December

(*) Merchandising: bun bn, nhng trong Marketing hiu l trng by sn phm. Thng s dng cc standee (chn ng) by bin sn phm. (**) Trong cc xut bn phm qung co thng dng thut ng pick-up = bi c ng.

Thc tp: Lp thi gian biu cho vic phn pht mt t bm (brochure) ti vn phng vo ngy 17/7 phi bao gm cc ct mc (milestones) v thi hn cht (deadlines) nh sau: Bt u sao chp bn tho, k hn 2/5. Quy nh 3 ngy bt u bin tp li. Bn tho th 2, k hn 10/5. Quy nh 2 ngy bin tp li. Bn tho cui cng vo ngy 17/5. Bn c duyt (approval) vo ngy 19/5.
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Cn 2 tun thit k. Bn in ra cn hnh nh minh ha (artwork) trc 1/7. Cn ti thiu 10 ngy trc khi bn in c phn pht. j) Budget (ngn sch): PR agency cn a ra 3 kch bn: ti thiu (minimum), trung bnh (moderate) v ti u (optimal) khch hng la chn mt kch bn ph hp vi kh nng ca mnh. Khch hng c th khng chun b sn vic phi dnh sn bao nhiu tin thc hin chin dch. Thm ch cn t ngc vn : h mun bit kch bn m h ng c chi ph thc hin l bao nhiu. i khi, bn c th gp phi khch hng fishing(cu, mi chi) c th t chc chin dch PR mt cch r tin: t hng PR agency thc hin mt chin dch PR, nhng sau khi c bn proposal th khng thu PR agency lm na m t lm (hoc thu cng ty nh hn lm) theo tng ca bn proposal . Nu bn l doanh nghip, ng bao gi s dng th on fishing: bn c th c li 1 ln nhng bn s mt danh ting (t nht l trc cc cng ty PR). Tuy nhin, cng phi phn bit fishing vi pitching (rao hng). Pitching l trng hp khch hng mi 2-3 cng ty PR n cho cc phng n t chc, t s chn ra phng n tt nht. Bn phi trnh by chnh xc chi ph cho mi th. Thng tin c th ly c trong tm tay: t cc kinh nghim trc , t bn k hoch khc, t ng nghip... hoc l bn c th phi thc hin rt nhiu cuc gi tham kho gi ! k) Evaluation (nh gi/o lng kt qu): Nu bn c k hoch mt cch chnh xc v chin dch (campaign), th chin thut truyn thng (communication tactics) v chin thut hnh ng (action tactics) s phi a vo lch trnh thc hin (schedule) v chi ph phi c tnh ton chnh xc (hoc gn chnh xc). Bn s phi tip xc c tt c cc i tng (audiences) m bn xc nh v thuyt phc h lm ng nhng g m bn mong mun. Phi da vo cc mc tiu nh gi/o lng kt qu. Bn s phi t c tt c cc mc tiu (objectives), c bn nht l bn phi t c mc ch chnh (primary goal). Bn phi tr li c cu hi: bn bit nh th no v vic k hoch c thnh cng hay khng? Bn nh gi/o lng kt qu nh th no? C 2 cch thng dng nh gi/o lng kt qu: Output evaluation c th ly t cc s liu c th; Impact evaluation th phi iu tra, nghin cu. - Output evaluation (nh gi/o lng cc vic lm c): lm c nhng g trong chin dch PR? Bao nhiu cng sc ra thc hin chin dch? Bao nhiu xut bn phm (publications) c chun b v c phn pht? Bao nhiu ngi tip nhn c thng ip ca chin dch. - Impact evaluation (nh gi/o lng s tc ng): Hy t hi rng nhng hnh vi (behaviors) v quan im (attitudes) no c thay i do tc ng t chin dch PR. Vic o lng tc ng phi dng ti liu chng minh (phng php document) rng chin dch PR t c quy m nh hng nh th no, m iu ny c gii thch r rng trong mc tiu (objectives) cho tng nhm i tng. Vic o lng tc ng cng cho bn bit quy m tng th m chng trnh t c. Ghi ch: Ta s o lng c chnh xc thnh qu ca nhng g lm, v xc nh c nhng thnh qu ny c quan h ra sao vi mc tiu (objectives) ca chin dch PR. Nhng phi lun ghi nh rng: ta khng th o lng c tc ng nu khng c mc tiu ng n (good objectives). Bi v khng c mc tiu ng n th ta khng bit da vo u m o lng.
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Final tips: (cc gi ny dnh cho PR agency) - Kim tra chnh t cn thn, dng cc font ch d c v in vn bn bng my in cht lng cao. Nn nh bn proposal chnh l s phn chiu hnh nh ca cng ty bn trong con mt khch hng. - Kt hp mi vic li mt cch ngn np. - t ra cc thi hn cht. Lun n ng hn cho cc ln i trnh by k hoch. - Hy t ra l ngi chuyn nghip, v bn s c xem nh l mt ngi chuyn nghip!

CASE STUDY (NHP VAI TNH HUNG)

ti: Lp k hoch cho mt loi bia mi (Style Beer Launch PR Plan). 1) Thng tin cung cp (gi nh ly t cng tc research): - Ti sao mi ngi ung bia: d ung/d chu (easy), refreshing (lm tnh to), thc ung th v (enjoyable drinking), v mi quan h (socials, business), ung nhiu khng b nhc u v chng mt. - iu g thc y/kch hot (trigger) mi ngi ung mt loi bia no : Lng cn (amount of alcohol) thch hp. Ngha l ung say ly ty (boozing) cng khng gy say xn, cht ngi. Nng cn thp: d ung (easy, smooth to drink). Khng nhc u, chng mt. Hng v ngon: khng qu ng (bitter), khng qu chua (sour). - Thc cht ca sn phm Style Beer (thng tin thc v chnh sn phm): L mt loi bia t ng, d ung, nng cn ph hp cho php ung nhiu m khng say. V vy bn c th c nhng chu bia lu hn m vn loi tr c vic nhc u. N c sn xut bi mt cng ty bia nc ngoi. - Hnh nh m Style Beer mun xy dng:
STYLE BRAND FOOTPRINT (du n ca thng hiu bia Style) MEANS: (cc ngha/tnh cht) New Age Bear Cutting Edge Innovation Premium Light Refreshment (bia dnh cho th h mi) (s mi l ni bt) (thc ung nh ho hng) p dng cc tiu chun quc t Lun mang n iu g mi - Right alcohol content hin i trong vic cung cp loi m trong khi thng thc bia, (hm lng cn ph hp). lun lun i mi (constantly - Less bitter (t ng). thc ung mi cho lp tr hn innovating). - Easy to drink (d ung). trong s nhng ngi ung bia. IS: (ngha l) Hip and savvy Inspring Funky (tn k v hiu bit) (truyn cm hng) (tn k, hin i, si ni)

- Hnh nh ca cc i th cnh tranh:

A BRAND FOOTPRINT (du n ca thng hiu bia A) MEANS: (cc ngha/tnh cht) Approachable International For men (c th tip cn) (quc t) (dnh cho n ng) D dng tm thy v s dng L loi bia tiu chun quc t L loi bia m nhng ngi n (accessible), n to ra mt n lc (international standard beer). ng ch thc c th thng thc cha tay ra (reach out to) vi (appreciate) mt cht mnh m nhng ngi mi v chuyn (strong), nhng li l mi quan tm chnh ca ngi n mi. ng (that is what being a man is all about). IS: (ngha l) Strong Friendly Successful (mnh m) (thn thin) (thnh cng) www.tinhvi.com - 31

B BRAND FOOTPRINT (du n ca thng hiu bia B) MEANS: (cc ngha/tnh cht) Discerning World Beer Standard Unique (sng sut) (tiu chun bia ton cu) (c nht v nh) L loi bia t r c th hiu L loi bia t ra tiu chun L loi bia d ung nht m thanh cao hn (finer) ca bn, n quc t l bia cn phi nh th khng lm bn b nhc u hoc no! khin bn qu chn. chng t c ng cp (class) v trnh (standard) ca bn. IS: (ngha l) Confident Smart Classy (tin cy, t tin) (thng minh) (u t, ng cp cao)

2) Kt qu thc hin trong lp: - Nhm 1: Objective: Gii thiu bia mi trn th trng v to s nhn bit trn th trng v bia ny. Analysis: Cc bia i th trn th trng c ting tm: bia A l for men, bia B l ng cp. Cn bia Style th c u im l nng nh. Audience: Hng ti gii tr, nng ng t 18-25 tui. Thc hin: Lm event v Audition (game online). T chc vo cui nm, qung co trc 2 tun trn bo ngy v bo dnh cho gii tr. C 2.000 ngi tham d (1000 ng k qua mng, 1000 ng k qua phiu ct ra trn bo). a im: sn Phan nh Phng, mi cc nhm hip-hop ti biu din. Khn gi s c 1 lon bia Style min ph (ung thm phi mua, d kin bn 6.000 lon). Sau s kin, s ti tr cho cc cuc thi v m nhc. Message: Dng trn xc cm. (mn hnh nh ly bia tro). Gi bia: R hn bia 333 (5-6.000 ng/lon).
Audition cn c bit n nh iu nhy thin ng (Dancing Paradise) ti Nht, l mt tr chi trn mng c th ti v v c sn xut bi cng ty gii tr T3. Ngun gc bt u v vn rt ph bin ti Hn Quc, Audition c phn b vo rt nhiu nc - c phin bn Audition cho Hng Kng, Thi, Trung Quc, Nht, Vit Nam, i Loan... Tr chi Audition l mt game min ph, s dng quyn s hu o trn mng hay mt tim shop ngi chi c th s dng tin tht mua nhng b , ph kin trong game... trang tr cho nhn vt. Tr chi vi cch chi mi l, khc hn vi nhng game nhy trc y vn ly tng t my DJ v DanceRevolution.

- Nhm 2: Analysis: i th l A, B nh gii thiu. T suy ra bia mi c u th l d ung, sng to, ng cp, ph hp gii tr, c mc ngoi; bt li l b trng th mnh ca A l loi bia mc ngoi v c ting dnh cho phi mnh, trng vi B l ng cp, d ung. Objective: Xy dng hnh nh cho bia ny. Message: Phong cch v sng to khi n vi Style. Audience: i tng 21-30 tui. T chc: Nhn dp festival bin Nha Trang, thng qua BTC t chc cc tr chi ngoi bin. Tr chi Ai nhanh hn thi ung bia Style. Ngoi s khn gi tham d s thu 200 thanh nin c ng cho s kin ny. - Nhm 3: Audience: Nam v n 24-35 tui (primary), 18-24 (secondary). Objective: To c phong cch ung bia mi ca gii tr. V a bia ny s tr thnh s la chn ca gii tr. Problem/Opportunity: C hi: gii tr d chp nhn ci mi, gii tr d truyn ming. Vn : Qung b bia dnh cho gii tr l vn nhy cm. Message: Mun truyn ti cm t cm xc, tr trung, sng to, c tnh, thnh cng nhng cha ngh ra. Strategy: Khng th focus trc tip thng hiu bia ny, thay vo s show nhng s kin i thng ca gii tr (sinh nht, i lm...) Tactics: Qung b trn bo s khng a hnh nh bia qu l liu, ti tr cho cc s kin ch khng t chc trc tip (thi c tng quc t, cc hot ng th thao). Sau khi thnh
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cng s m rng secondary ra nhm trn 35 tui. - Nhm 4: Analysis: Tng t cc phn tch ca cc nhm trc. Tactics: Ti tr bia cho m ci Jenifer Phm v Quang Dng. T chc cuc thi nh m ci cho tt c m ci no c s dng bia Style. tng khc: t hng Nokia xut in thoi hnh chai bia. - Nhm 5: Gi bia: Cao hn bia A nhng thp hn bia B. Objective: Lm cho sn phm c nhiu ngi bit ti. Chim c 30% th phn. Audience: Gii doanh nhn trung lu. Strategy: Qung co trn Tui tr, Saigon Times. Ti tr cc CLB doanh nhn, ti tr canteen cc cng ty. Message: Khi s cng thnh. - Nhm 6: Message: Style beer thm kht mi. Objective: Gii tr, 18-35 chim 25% th phn ti TPHCM. T chc: T thng 11 v ko di trong 6 thng Strategy: Hp bo Bng , Th gii n ng, Th gii ph n, qung co trn HTV ngy 2 ln, chy ch trong cc trn banh. T chc i ng chiu th nam cao ro, mc qun soc n cc qun bia mi ung (khng bn). Lm PR ni b cc nhn vin cng ty dng bia Style. 3) kin nhn xt ca ging vin: - Cc nhm khng ni c problem quan trng l bia Style hin ang l nhn hiu cha ai bit ti (nobody know), t ra objectives l phi lm cho mi ngi bit ti bia ny. Cc nhm cng cha lu ng mc n c tnh bia Style l loi bia ngoi nhp v cao cp (premium) nn cha tp trung pht huy u th ny. - tui: tui teen, hip-hop, game th Audition... l khng ph hp vi bia. Chn tui thp s b x hi ln n v sn phm s b ty chay khi th trng. Nn chn trong tui 22-30, nu m rng qu th s phi chi ph nhiu hn v message s kh ph hp vi cc tui khc nhau. - Xc nh tui cng cha , v sn phm bia Style l cao cp nn phi xc nh thu nhp c bao nhiu mi . Cn phi ni r thm v i tng: c tnh, s thch, cng vic, thu nhp... - Bia ny l bia nh, n ung c nhng lu vn vn ha VN khi focus vo i tng ny. - Lm campain th message l rt quan trng, cc nhm cn phi vic ny. Message phi nu ln c c tnh ca sn phm m ta ang lm PR cho n. - a ra t l % th phn khng phi l mc tiu ca PR m l ca business (nhng 25% gii tr bit ti thng hiu ny th ng l mc tiu ca PR) - Mc tiu v s nhn bit (awareness) v sn phm v thng hiu: bao nhiu % bit ti sau khi lm chin dch PR. Phi kch thch c % dng th (trial) sn phm: phi lm hng mu (sampling). - Cc message cha tt, cha ni c tnh cht ca bia Style (nh nhng, ung khng say...). Nn ra message c th nh: d ung hn, phiu lu hn... Khng nn ra cc message chung chung nh phong cch, mi ngi s hiu l phong cch g? - tng v m ci Jenifer-Quang Dng tuy kh kh thi, nhng c nh gi cao tnh nhy bn nh gi c nhng vn thi s ca x hi. - tng ti tr m ci l tt, v tip cn c ng o mi ngi. Nhng nu gii thiu v bia nh, ung vo da d hng ho th c th tip cn c c i tng n. Ti tr cho cc cng ty cng phi cn nhc v tnh hiu qu (chi ph b ra v li ch thu c).
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- Cc tng v qung co bo ch, chy ch qung co, popup trn mng... ch l qung co, trong khi PR phi l nh ngi th 3 ni thay trn bo. Khng bn v gi bia trong ti ny. - Khi nghin cu cc a bn cho hot ng PR, phi ch n 6-Cities (6 thnh ph ln nht VN, l: TPHCM, H Ni, Hi Phng, Nng, Nha Trang, Cn Th). - Xem xt hnh thc roadshow, cho cc ngi mu chy ngoi ng rt gy n tng. - Mc tiu to phong cch mi cho gii tr, l s la chn ca gii tr khng phi l nhim v ca PR. Mc tiu chnh ca PR l trong chin dch ny phi cho mi ngi bit sn phm ca mnh l th no, c nhng c tnh g, mi vo th trng, dnh cho ai, ung ra sao...

SON THO VN BN
1) Vit lch trong kinh doanh: a) Nguyn tc c bn ca vic son tho vn bn kinh doanh (business writing): C mc ch. R rng, ngn gn, sc tch. Hng n ngi c. Cc vn bn trong kinh doanh ch trng n vic din t thng tin, thng ip, ni dung hn l vic to n tng bng cc ngn ng hoc hnh thc. b) Quy trnh 33: Chun b: Vit: c li: - Chun b: Phn tch: o Xc nh mc ch: Ti sao phi gi thng ip ny? Nhm t mc ch g? VD: Mt cng ty c phn vit mt thng co nhm mc ch thu ht nh u t th thng co ny phi lit k nhng con s ng tin cy v phi lm ni bt c nhng phn chng t cng ty c mc li nhun cao v s pht trin bn vng. o Xc nh cch thc truyn t, chuyn ti thng tin. VD: Gi bng email phi vit khc, gi bng vn bn a tay phi vit khc. Gi cho i tc phi khc gi cho c quan cng quyn (cn c s trnh trng). D on: o on trc ngi c cn g, thch g, phn ng ra sao khi nhn thng ip ny? o Warren Buffett: Lun t mnh vo v tr ngi c s dng ngn ng, cch xng h... cho ph hp. Thch nghi: o Xc nh i tng nhn thng ip: Ai s c? Mi quan h gia ngi gi v ngi nhn? Ngi nhn am hiu v ti ny n mc no? Trnh , vn ha, thi ca ngi nhn? o Tip sau ngi nhn thng ip ny th cn ai s c? S khc bit gia 2 i tng ny l g? (Vn ny c bit phi quan tm trong mt s trng hp, chng hn thng ip gi bo ch th phi lu n i tng c tip theo l c gi). VD: Nu gi n t chc am hiu v vn ang vit trong thng ip th khng cn phi nu chi tit. Ngc li, nu gi cho ngi bnh thng th phi vit tht r rng d hiu.
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Phn tch Chn lc Chnh sa

D on Sp xp D li

Thch nghi Son tho nh gi

Biu phn nhnh: trnh tnh trng b cc ln xn. Ta cn lp biu phn nhnh: Phn tch vn thnh nhiu tng qut, t li tip tc phn ra thnh nhiu nh b tr... Biu phn nhnh l cng c tuy n gin nhng hu hiu khc phc tnh trng thiu/tha . - Vit: Chn lc: Chn lc cc tng t cho bi vit ca mnh. Trong qu trnh suy ngh cc tng ny ra phi nhanh chng ghi li ngay. Khng sa , trnh mt cc tng. Sp xp: Dng biu phn nhnh sp xp b cc cc tng qut v b tr. Son tho: o S dng linh hot cch ni trc tip/gin tip ty tnh hung. o S dng cc cu ngn, mi cu ch nn di ti a 20 t. Nghin cu ca American Press Institude cho thy: khi di cu l 8 t th mc hiu l 100%, di 15 t th mc hiu l 90%, nhng khi t di 28 t th mc hiu ch cn 50%. B quyt d vit: - Khi bt u vit, phi lun ngh rng y l bn vit nhp cha hon chnh. Do , khng c tp trung vo vic chau chut t ng, khin tng b sa hoc b mt tng va ny sinh. - Khi cha tm ra t din t, hy cha trng sau s quay li b sung. - Vit ngay nhng tng ny ra trong u, sau s sp xp li. - Khi bt u trin khai mt , hy tng tng ang ni chuyn vi ngi c. - Vit cng nhanh cng tt. - c li: Chnh sa: o Chnh sa v cu trc cu. o Tun th nguyn tc KISS (Keep It Short and Simple): cng ngn v cng n gin th cng tt. o B i nhng cu, t khng cn thit. o Pht trin nhng lin kt (nu cn). D li: D li chnh t l mt khu quan trng. Ngi c s nh gi thp ngi son tho/ban hnh vn bn kinh doanh c nhng li chnh t. Cc con s cng cn phi c kim tra. c nhiu trng hp do sai st s liu mang li hu qu nng n. Mt cng ty sa nc ngoi ghi sai hm lng, qu tiu chun cho php nhiu ln c th gy hi cho cho tr em. Cng ty ny phi mt rt nhiu cng sc nh chnh li. i khi c nhng sai st nhng khng c c hi sa cha: Thng tin gi cho i tc lin h khi cn thit nhng sai a ch hoc sai s in thoi. o Nn in ra giy c li (v c trn mn hnh vi tnh kh pht hin li hn). o Nu c th, nn nh ngi khc c kim tra (s d pht hin li hn). nh gi: T tr li cc cu hi sau o Liu vn bn chuyn ti thng ip cn thit cha? o C t c mc ch ra? o C th nhn c thng tin phn hi? c) Cch thc a thng tin ra ngoi: C 2 cch a thng tin ra bn ngoi (di dng vn bn): - a thng tin trc tip: cc tin vui, tin hp dn... cc thng tin c nu ra mt cch trc tip, r rng. (VD: thng bo v b nhim mt gim c mi, khnh thnh mt nh my mi...). Cc thng tin ny c ni ngay t u ca phn ni dung. - a thng tin gin tip: cc tin bun, tin khng hp dn... cc thng tin khng c trnh by
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trc tip m trnh by vi mt dng khc hn ch mt phn tnh tiu cc ni ngi nhn. VD1: Phng nhn s khi cho thi vic ngi ht hp ng lao ng c th trnh by di dng mt th cm n v s hp tc trong thi gian va qua. VD2: Ngn hng khi t chi cho mt d n vay tin c th trnh by di dng mt bc th thng bo v kt qu thm nh.

2) Thc hnh: a) B cc l th kinh doanh/thng mi: 1. 2. 3. 4. 5. 6. 7. 8. Tiu : tn cng ty, a ch, in thoi, email, trang web. Ngi nhn, chc v, cng ty. Ngy thng nm. Li xng h. Ni dung chnh. Li kt. K tn (chc danh, h tn, ng du) Cho bit ngi lin lc, cc vn bn nh km (nu c).

Khi gi cng vn/ thng co bo ch n cc ta son th nn gi cho ai? - Hiu qu nht l gi n phng vin ph trch mng lin quan n vn . Ngi lm PR ca cng ty bt buc quan h vi cc phng vin lin quan n cc hot ng ca cng ty mnh. - Ngoi ra, i vi cc vn quan trng, th gi n Tng Bin tp, Ph TBT v Th k ta son cng khng tha (c th v l do no m khng phi tt c trong s ny u c c). t nht ngi lnh o cng nm c tnh hnh khi phng vin xin ng bi. b) Thc hnh: Gi s bn l nhn vin PR ca Cng ty Nam Dng, hy son mt th gi cc i l thng bo v vic t chc thu hi nc tng do pht hin c 3-MCPD trong nc tng. Phn ni dung chnh cn c cc thng tin sau: - Vn tt ti khng nh li uy tn thng hiu. - By t ly lm tic khi xy ra s vic 3-MCPD (theo kt qu kim nghim ca S Y t v phn ng ca ngi tiu dng v hm lng 3-MCPD vt qu tiu chun). Nhm bo m quyn li ngi tiu dng v th hin trch nhim ca Nam Dng, cng ty t chc thu hi: thi gian, a im, cch thc t chc thu hi... - Trong thi gian sp ti lm g: s cng b tiu chun mi; k hoch hp tc, phc hi sp ti... Minh ha v cng vn tr li trn bo SGTT (phi mt 2 ln tr li mi tha mn KH): - B Vu Kim Hoa (Q3): Ti mua nh sch Nguyn Th Minh Khai 1 cun bng cassette. Nghe n ln th 4 th ting nh dn, nh dn. Ti tht bun lng kh chu v c th mua nhm bng gi, sao chp lu... d ti mua ti nh sch ln.
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- ng L Hng Phc (Tng qun nh sch): Chng ti cho chn chnh khu giao nhn mt hng bng cassette nhm m bo cht lng hng ha. i vi hng ha c cht lng km, kin quyt chuyn tr khng by bn na. - B Vu Kim Hoa (Q3): Ti khng ng vi cch gii quyt ca nh sch Minh Khai. Theo ti vn y l BQL nh sch phi c hng gii quyt tt hu qu i vi khch hng, ch khng ch l nhng li phn hi ng trn bo. - ng L Hng Phc (Tng qun nh sch): Chng ti cho chn chnh khu giao nhn hng ha, tng cng kim tra k hn, trnh xy ra trng hp ng tic lm mt thi gian qu bu ca khch hng. Chng ti chuyn li trn trng xin li ch Hoa v knh mi ch n nh sch Minh Khai i li cun bng mi. Xin lin h cn b ph trch lu 1 nhn hng ha. Kt lun: Tng qun nh sch tr li qu km ln u, khin cho mt s vic kh n gin m phi tr li 2 ln mi xong.

K NNG THUYT TRNH

1) Tm quan trng ca k nng thuyt trnh: Nng cao kh nng thuyt trnh l mt s u t quan trng cho tng lai i vi mi c nhn v t chc. Di y l mt s cu ni v tm quan trng ca n: K no c li, k n c La M (ngn ng Php). Li ni c sc mnh hn mi vn khu thn cng (Napoleon). Trong thc t, thnh cng ca nhiu ngi ph thuc vo ch NETWORK. Hy tn dng mi c hi thit lp mi quan h, n s mang li li ch to hn hn bt k bi hc l thuyt PR no. Khng ch mi trng lm vic, m mi trng i hc cng l ni thun tin thit lp mi quan h (do mi ngi ang c cng mi trng lm vic/hc tp nh nhau, c ch hng gn ging nhau). Nhn theo kha cnh tch cc ln tiu cc, c nhng ngi thnh cng nh vo... mm mp (d chuyn mn khng cao). Nhng nu xt mt cch cng bng th ngi no c th s dng c kh nng n ni thuyt phc, tc ng, dn dt ngi khc (k c i vi sp/ngi cao hn mnh) th cn phi c tha nhn rng cng l mt ti nng. Trong khi , nhng ngi chuyn mn rt gii nhng khng c kh nng trnh by, thuyt phc ngi khc nghe theo mnh, th phng n ca ngi c hay n u cng kh c a vo p dng. Trong mt t chc, kh nng thuyt trnh ca mt ngi l cha kha quan trng ngi c th thng tin, v y l c hi r rt nht cho cp trn nhn nhn c kh nng ca ngi . Phng Ty c cu ni: Success in communication equals success in life - Thnh cng trong giao tip tc l thnh cng trong cuc sng. Kt qu nghin cu ca i hc Havard cho thy: s thnh cng ca mt con ngi ph thuc 85% ph thuc vo kh nng communication ca ngi (trong k nng trnh by, thuyt phc ng vai tr quan trng), 15% cn li l dnh cho cc yu t khc nh: tr tu, vn may... Khi nim giao tip y khng ch l thuyt trnh, m phi c hiu theo c 2 chiu: Ni: kh nng ni ra thuyt phc ngi khc. Nghe: kh nng nghe v cm nhn c iu ngi khc ang i thoi vi mnh.

C nhng t chc c quan im: Khi mt nhn vin n trnh by tng vi sp, nu sp ni NO khng c ngha l NEVER, m c th l NOT YET, NOT NOW. Tc l ngi nhn vin ny chun b lun c cha thuyt phc, hoc cha ng thi im. Ngi ny cn phi tr v v chun b li cho tt... v kt qu mi c th s l YES. Cc cng ty nc ngoi hot ng ti VN thng u tin hng u trong vic o to 2 k nng
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sau cho nhn vin ca mnh: k nng thuyt trnh v k nng chm sc khch hng (customer care).

Thng tin tham kho: Nhiu cng ty trc y thng dng cc bi kim tra IQ (Intelligence Quotient) trong cng tc tuyn dng nhn s. Nhng ngy nay c xu hng chuyn sang dng cc bi kim tra EQ (Emotional Quotient) kim tra ng vin. Ti liu: Trc nghim EQ (nh xut bn Vn Ngh, gn ta son bo Tui Tr). 2) Chin thng ni s hi: George Jessel c ni rng: The human brain starts working the moment you are born and never stops until you stand up to speak in public - B no bt u hot ng ngay khi bn cho i v khng bao gi dng li cho n khi bn ng pht biu trc m ng. i a s din gi c nhng cm gic hi hp, lo lng, run s khi bc ln thuyt trnh trc m ng. y l cm xc rt t nhin, k c vi nhng din gi chuyn nghip. C ngi b tot m hi tay, c ngi b kh ming phi lim mi lin tc, c ngi thy nga rm ran, tc th... Nng hn c nhng ngi b hiu ng bm bm bay: hoa mt, nh khng cn nhn thy g na. D vy, s hi hp, lo u trc m ng cng c li ch ca n. Theo tm l hc, nu mt din gi hon ton khng c mt cht lo lng, hi hp khi thc hin bi ni ca mnh th bi ni thng l thiu sc thu ht, thiu s truyn cm. Din gi d ri vo tnh trng ni nh mt ci my, anh ta ch n gin lm nhim v ni, cn to cm xc khn gi vi bi ni th khng t c. Trong thc t, mt cht cm gic hi hp, cng thng li khin din gi tp trung hn vo bi ni v s t c hiu qu thuyt phc cao hn. iu ny cng c c s khoa hc: nhng du hiu cng thng, hi hp ni trn l do adrenalin trong tuyn ni tit gy ra. Cht ny s t ng tit ra khi con ngi cm thy mt p lc, nguy c... xy ra. Vi mt mc tc ng ph hp, adrenalin s khin ngi ta tp trung hn, c cm xc hn vi bi ni ca mnh. a) Gii ta ni s hi, cng thng: Ta cn hiu nguyn nhn khin din gi lo s hoc cng thng khi thuyt trnh: Trng thi lo s, cng thng l do: adrenalin. Trng thi lo s, cng thng l do: chun b km. y l nguyn nhn rt c bn, chun b km th k c din gi c kinh nghim cng b ri vo tnh trng hong lon. Khi b ri vo trng thi hong lon, din gi cn phi tm cch trn tnh trong vng 30 giy n 1 pht. C gng t nh vt qua trng thi ny, mi chuyn s n tr li. gii ta ni s hi, cng thng, hy tun th cc nguyn tc sau: Chun b tt cho bi thuyt trnh: C cu ni: Khng chun b l chun b cho tht bi. Cc vn cn chun b l: trang phc din gi, d tr trc cc cu hi kh, xc nh v thi gian trnh by (cc din gi nc ngoi rt coi trng iu ny), thi im trnh by (1-3 gi tra l thi im en ti nht, cn phi c nhng cch thc linh hot bui thuyt trnh khng bun ng: hi hc, cc ci mi/sng ng...). Ngoi ra din gi cng phi nm c khng gian, a im t chc c cch thc trnh by/minh ha ph hp nht. Trang phc din gi: n mc phi ph hp vi ngi nghe (khng phi theo phong cch ring ca din gi, mc d nh vy bn thn din gi s cm thy hi lng hn). Khn gi thy gn gi vi din gi th s quan tm v lng nghe hn.
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Thc hnh: Thc hnh trc gng, trc mt ngi hoc trc mt nhm ngi bn. Bm st dn bi son. Tp cch ht th su. Nguyn tc ca s r rng: Din gi ni ra iu g th ng nhin h hiu rt r mnh mun ni g. Nhng khng c g bo m rng iu h ni ra s c khn gi hiu ng nh h ngh. Khi ni v tn mnh, tn cng ty, s in thoi, email... th hy vit n ln bng vi kch thc ln. ng tnh trng c thnh gi quan tm nhng khng ghi chp kp cc thng tin ny (i khi thnh gi khng c c hi hi li). 3) Chun b cho mt bui thuyt trnh: Lun ghi nh cc nguyn tc sau: - Chuyn su to nn s khc bit. - Khng phi ni ci g, m ni nh th no. - Thao trng m hi, chin trng t mu. Cng thc chun b 5W + 1H: Why: Ti sao lm bi thuyt trnh ny? Hy nh r mc tiu ca bn. What: Ni ci g t c mc tiu? Hy xc nh nhng ni dung chnh. Where: Ni u? Cn bit v a im thuyt trnh (khng gian, iu kin...) When: Ni khi no? Gii hn khung thi gian, thi im ni. Who: Ni trc ai? Hiu bit v i tng nghe s gip ch rt nhiu. How: Thc hin thuyt trnh nh th no c hiu qu thnh cng nht? Lm th no kt hp cc tng li? a) Phn tch khn thnh gi: Phn tch chnh xc v i tng nghe l mt trong nhng yu t c bn bi thuyt trnh thnh cng. Din gi cn nm c cc thng tin sau: Mc ch, nhu cu ca ngi nghe. Mong i ca ngi nghe. Thi , lng tin v gi tr. a v, quyn lc. Cc loi khn/thnh gi: Thn mt: y l i tng d nht cho din gi, cc s liu khng nht thit phi t m (s gy mt mi cho i tng). l cc bui hp nhm, o to ni b... Ph thuc: Khn gi l ngi cp di, hoc nhng ngi t kinh nghim. Nhm ny thng th ng v d dng b dn dt. H quan tm v thch c ch v cng r rng v chi tit th cng tt, y l im rt khc bit so vi cc nhm khn gi khc. Tr thc: Nhm tr thc quan tm n cc con s. Trong bi ni cn phi lu cch dng t, s liu a ra phi tht chnh xc v c th kim chng. VIP: Khn gi VIP ch ch n cc s liu tng qut (s liu chi tit l dnh cho tr l ca VIP). Khn gi VIP quan tm nht n vic: Ti c li ch g khi b thi gian qu bu ra nghe bi thuyt trnh ny. Din gi phi xem xt vic cung cp thng tin no c li i vi khn gi VIP. Cc phong cch trnh by phi ph hp vi tng loi nhm khn gi nu trn. b) iu g ngi trnh by khin khn gi tin tng? bi thuyt trnh thuyt phc c ngi nghe, din gi phi lm ch c 3 yu t ca phong cch trnh by (3V): Verbal (t ng), Vocal (m thanh), Visual (hnh nh). Verbal: l tt c ngn t bn ni ra, bao gm c cch sp xp hnh vn, chn lc t ng. Vocal: l tt c nhng g khn gi c th nghe c, bao gm c ting ng (g bng, dm
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chn, m thanh khc...) v k thut ngng, ngt, nhn mnh li ni. Visual: l tt c nhng g khn gi thy c trong bui thuyt trnh, bao gm c khng gian xung quanh v ngn ng hnh th ca din gi. Mc tc ng ln khn gi ca cc yu t 3V l: Verbal (V1) Vocal (V2) Visual (V3)

7%

38%

55%

Cc cuc kho st ton cu cho thy t l tc ng ni trn khng thay i ng k gia cc nhm i tng khn gi khc nhau, bt k quc tch, tn gio, gii tnh, trnh vn ha... Trong nhng trng hp khng c V3 (giao tip qua in thoi, nghe qua radio): Trong trng hp ny V3 gn nh bng 0, lc hiu qu tc ng ch phn b theo V1 (20%) v V2 (80%). Tuy nhin, thc t V3 vn lun tn ti: Mt din gi kinh nghim c th s dng t ng (V1) v nn mt hnh nh (V3) cho ngi nghe. Din gi thnh cng cng phi bit s dng ging ni biu cm, c m iu (V2) gy n tng ln i tng. Cc din gi nu ch dng li dng t ng chau chut th mi ch mi t hiu qu v V1 (c mc tc ng rt thp). Khi din gi bit ngng, ngt, nhn mnh... to im nhn th hiu qu V2 s tng r rt. Khi din gi bit s dng c ngn ng hnh th v cc yu t trc quan khc th hiu qu thuyt phc mi mnh m nht. Nu hiu theo cch n gin V3 ch l nhng g trnh chiu, nhng g a cho khn gi xem... th hiu qu tc ng l rt hn ch. iu b mt ln nht ca hiu qu thuyt phc nm chnh bn thn din gi (body language). Din gi km kinh nghim thng c xu hng t pht l np sau bc din thuyt, ng da vo bn... y l bn nng tim thc c cm gic c che ch. Din gi cn phi chn v tr ph hp giao tip V3 tt nht vi khn gi. Din gi kinh nghim khng nn ngi thuyt trnh, v tnh thuyt phc s rt km. Trong cc cuc hp ni b, din gi c th ngi nhng phi tm cch biu cm c V3 ca bn thn. Hnh nh km thuyt phc ca mt nhn vin trong cuc hp: Th ng, thiu t tin, khng chu pht biu. Nu phi pht biu th ni vi vng, vp vp hoc ni l nh, ni cho qua... Ci gm u hoc khng nhn vo ngi i thoi. Cc bc luyn tp cho 3V: - V1: Vit ra bi thuyt trnh y , sau rt gn li cho n khi khng th rt c na. - V2: Chn ra trong bi rt gn nhng t kha cn nhn mnh. Xc nh kch bn ng iu, nhp iu, trng tm nhn mnh... - V3: Thc hnh bi ni, lm i lm li cho n khi t yu cu. Quay phim xem li l mt phng php rt hiu qu. Cc hnh thc tp luyn: Tp mt mnh. Tp trc mt nhm nh. M phng, ghi hnh xem li. c) Nguyn l tng bng tri Tm l con ngi gm 2 phn: Phn ni (10%): L phn c thc. Phn chm (90%): Phn v thc/tim thc.

Hnh vi con ngi, tm l con ngi... ph thuc rt nhiu vo phn chm. Mi con ngi trong cuc sng ca mnh b chi phi nng n bi cm tnh ca chnh mnh.
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Mt chuyn gia nhn s y kinh nghim khi phn tch cng khai h vn l lun theo phn c thc (phn ni), nhng kt qu nh gi chung cuc vn b phn cm tnh (phn chm) tc ng vo cng tc tuyn dng, nh gi nhn s... Ngha l phng vn c nhn l phng php c sai s nhiu nht. Kt qu phng vn c xc lp ch trong 1-2 pht u tin, sau d cuc phng vn c ko di n bao lu cng ch ngi phng vn khng nh li n tng ban u ca mnh. Thc cht khng bao gi c th loi tr c yu t phn ngm, m ch c th i vng qua n bng cch khng a cc tiu chun thuc v phn ngm lm tiu ch nh gi con ngi. p dng nguyn l Tng bng tri vo vic thuyt trnh, din gi cn phi ht sc lu trnh nhng tc hi tiu cc t phn ngm (v thc) ca khn gi. Khn gi tip nhn thng ip ca din gi mt cch v thc. Nu din gi v tnh th hin mt hnh ng, c ch no km thuyt phc, th trong u khn gi lp tc s gii m hnh ng v t nhin cm thy mt cm tnh, mt tin cy vo din gi. Mt din gi kinh nghim s khng bao gi xy ra chuyn ny. Chng hn, khi din gi mun thuyt phc mi ngi phi tin tng vo mt iu g, bng nhin ng ta b mt con mui chch, th sng cht g ng ta cng khng c a tay ln gi (v c th lm khn gi gii m nhm). Ngc li, din gi phi bit s dng ngn ng hnh th (body language) mt cch hiu qu tc ng vo phn ngm ca khn gi. d) Ngn ng hnh th (body language): Bn chn: ng theo hnh ch V (bn chn song hnh s to cm gic cng). Gt chn khng c chp vo nhau: i vi nam khong cch gia 2 gt l 20-30cm, n l 1015cm. Cc li thng mc phi: ng xng x; ng 1 chn cn chn kia th lc l/cong quo/bt cho chn... Th ng: Cn chn sao t th ng t nhin, thoi mi, vng chi nht. Li thng gp: ng chn chn, hoc i qu xa/qu lu khi khu vc trung tm. i tay: i tay c ngha biu cm rt nhiu. Cc ng tc nm, xe, vung tay... lun th hin nhng tm trng no ca ngi ni. o Khi mt ngi ang ni v ti m mnh t tin, ngi ny s t tay ln bn. Khi khng t tin th ngi ny s rt tay v. o Khi mt ngi ni di s c xu hng a tay ln vng ming, gi mi... V mt tm l hc, em b ln u tin ni di s c mt phn ng l a tay ln che ming (hnh vi ny c th gii thch l trong thm tm bit y l iu ti li, nn n mun bm ming li gi li li ni di ng thot ra). Trong thc t, i bn tay l b phn m din gi cm thy tha thi nht khi ln thuyt trnh. V khng bit bn tay vo u, h c xu hng bu vu bn tay vo mt ci g hoc lm mt ng tc v thc no (VD: bm vit bic lin tc). Cc din gi chuyn nghip thng chn t th nm tay li pha trc bng (mt tay nga, mt tay sp) khi khng dng tay minh ha. Tuy nhin, khng c mt nguyn tc no cho vic dng ngn ng ca i tay. Din gi ch cn t ht tnh cm ca mnh vo bi thuyt trnh, sau mt thi gian luyn tp, t khc i tay s c nhng ng tc biu cm mt cch t nhin. Trnh cc ng tc ch tay trc tip vo khn gi. Nu cn phi lm vy th phi nga nguyn bn tay hng v khn gi (th hin s trn trng). Nu cn phi dng n chn th hin th hy mnh dn s dng, nhng khng lm dng. Bc i: u thng v nh u khng nhp nh khi i li. Bc i phi dt khot v c ch ch. Trnh tnh trng i n mt im ly 1 vt g , ri bt ng nh ra n nm ch khc bn quay ngot li (trong trng hp ny, hy c tip tc i n im , dng li vi giy v quay n ni cn n). i mt: Mt l ca s ca tm hn. Cc mt chp khi ni, ng lo lin, nhn lng ch khc, khng nhn thng... s to cm tng khng ng tin cy. Lu rng, cc cao th ni di ngy nay luyn tp rt nhiu v i mt ni di khng chp mt, nhng ta vn c th nhn ra bng cch quan st cc du hiu khc (nh i tay chng hn).
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Mt s kin cho rng nn chn mt s con mt c thin cm, tp trung nhn vo nhng ch nhiu hn iu ny gip din gi loi b c ch bi nhng nh mt th ch. Mt s kin khc th theo trng phi t k m th: c xem khn gi l cc t, cc , cp di ca mnh... c s t tin cn thit. Nhng tt nht l din gi nn nhn thng vo din gi, phi nhn bao qut tng khu vc vi tc a mt va phi; quan trng nht l nhn hiu c din bin tm trng ca khn gi. Khi i thoi vi 1 ngi, im nhn hiu qu nht l sng mi chnh gia 2 con mt. Tuy nhin khng nhn chm chm vo mt im c nh no (gy cm gic soi mi) m nn chm ri thay i trn 1 vng tam gic (2 mt, ming) trn khun mt ngi i din. Khng nhn t cm tr xung (gy cm gic s sng). Nt mt: Ni chung l din gi nn c nt mt ti tn, t nhin, thoi mi. Tuy nhin din bin trn khun mt phi thay i ph hp vi thng ip ang trnh by. Cc presenter/speaker chuyn nghip khng t t cho mnh bt k ro cn (barrier) no cho vic biu cm ca mnh. H trnh by nhng thng ip ca mnh mt cch rt t nhin, xut pht t y lng, c ch rt phng khong theo ng tm trng ca mnh. iu l gii ti sao nhng ngi ny thuyt trnh mt cch rt linh hot, sinh ng v thu ht. Cc din gi kinh nghim khng bc l nhng cm xc mt cch ty tin c nhng lc trc/sau khi thuyt trnh, v n c th v tnh ph hy n tng to c trong khi din gi trnh by. Ton b bi thuyt trnh c bt u t khi din gi bt u xut hin trc cng chng v ch kt thc khi din gi hon ton i ra khi tm quan st ca cng chng. 4) Thc hin mt bi thuyt trnh: C 3 phn chnh ca mt bi thuyt trnh: M bi: Cn phi tm mt cch m bi sng to, thu ht. Nu khn gi thy hng th, quan tm khi din gi m u bi ni th kt qu thnh cng mt na ri. Thn bi: Phn chia thnh tng ch 1, ch 2, ch 3... mt cch r rng, hp l. Kt lun. KISS: Keep It Short and Simple (cng ngn gn, cng n gin th cng tt). Phong cch thc hin bi thuyt trnh: T tin. Thoi mi. Lch s. Nhit tnh. Linh hot. Giao tip bng mt. li n tng. Nguyn tc lm trang chiu: S ni dung gii hn khng qu 6. Mt ni dung khng qu 2 dng. Khng lm dng ch in (kh nhn din hn ch thng). Gam mu v hnh nh thch hp. Trang chiu cn i. So snh 2 trang chiu sau tm tt nhng ci tin ca my bay vn ti C-130J: Nhanh hn Ct cnh nhanh hn. Xa hn Bay cao hn v xa hn so vi cng loi. Cao hn Bay vi tc cao hn, trong khong thi D s dng hn. gian di hn v ch c nhiu hn. Khng t i vi mi ngi. Phng tin ca th k 21.
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So snh 2 trang chiu sau phn tch v i th cnh tranh:

- NH NGHA T HP N RNG NH VN CHUYN BNG XE TI N H THNG VN TI V CC I TH CNH TRANH CA TA. - CC NHM CHIN LC, CC H S CHIN LC Y /S LC, CC LOI CHI PH, S KHC BIT, S CHUYN BIT CA H L G? - XC NH MC TIU CA CC I TH CNH TRANH (TNG TRNG THEO HNG TN CNG, TI A HA LI NHUN, NGI KHI XNG TNG MI). - TH PHN, TIM LC TI CHNH, UY TN SN PHM, I NG BN HNG, CC IU KIN THUN LI V DCH V CA I TH C G MNH/YU? - D KIN PHN NG CA CC I TH CNH TRANH NH HNH VI TRONG QU KH, NHNG HOT NG HIN TI V DANH TING TRONG KINH DOANH. - LP H THNG, THU THP S LIU V CC I TH CNH TRANH (NGN HNG THNG TIN D LIU V CC I TH CNH TRANH). - QUAN ST V THEO DI XEM I TH MNH/YU, XA/GN, C TH D ON HAY KHNG TH D ON V H. - TA CN I TH NO GIA VIC PHC V KHCH HNG V NH HNG CNH TRANH VI I TH (SN PHM, TH TRNG, I TH CNH TRANH V KHCH HNG).

- Xc nh i th cnh tranh. - Xc nh chin lc ca cc i th. - Xc nh mc tiu ca i th cnh tranh. - Xc nh im mnh, im yu ca i th.

---<ngt trang>---

- D on phn ng ca i th. - Lp c s d liu v i th cnh tranh. - La chn i th chnh theo di. - Cn i nh hng gia khch hng v i th.

Quy tc 3T: Trnh by khi qut nhng g s trnh by. Trnh by nhng g cn trnh by. Trnh by tm tt nhng g trnh by. M u: To s ch . Khi qut. Chng minh tm quan trng. Cc cch to s ch : V d, minh ha hoc cc mu chuyn. Cc cu/tnh hung gy sc. S liu thng k, cu hi hoc trch dn. Cm tng ca bn thn. Hi hc hoc lin tng. Kt hp nhiu cch. Khng c c hi th hai gy n tng ban u. Thn bi: - La chn ni dung quan trng. - Sp xp theo th t logic. - La chn thi gian cho tng ni dung. - Chia thnh cc phn d tip thu. S ch ca ngi nghe:
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- S ch ca khn gi c biu th bng ng mu xanh l cy: tp trung vo u bui v cui bui, cn gia th l l, mt tp trung. - Ngi din thuyt phi c chin thut ph hp: thng xuyn a vo nhng yu t mi, nhng tnh hung bt ng... v to ra nhp iu ln xung trong sut bui thuyt trnh khng gy nhm chn (ng xanh dng). S dng phng tin trc quan: Bng vit, hnh v trn bng. Biu , lu . Hnh nh, vt. Flipchart. My chiu (Overhead). Video. Laptop, LCD. Kt lun: Mt bi thuyt trnh lun phi c phn kt lun khi qut li ton b nhng vn trnh by. 5) Mt s vn thc tin: - Kinh nghim ch tr vo mn hnh: c 3 phng php ch yu Dng bt laser: Tin li khi phi ng t xa ch. Nhng c nhiu bt li: din gi trong khi v thc c th bm nt v chiu vo mt khn gi, im chiu khng chnh xc v b rung rung... Dng thc/anten co dui: Tin li khi khong cch gn mn hnh. y l hnh thc ph bin v nn dng. Ch dng tay: C tnh biu cm cao v thun li khi trnh chiu trong khng gian hp. Nhng din gi phi tnh ton khng che lp nhng vng trnh chiu quan trng. Khng lp lim, ni vng vo cho qua. a ra hi ton th mi ngi gii p gip. C th hi li chnh ngi hi. Nhiu trng hp ngi hi bit cu tr li, h hi ch nhm th hin mnh. Phng php cui cng: thng thn tha nhn y l vn ngoi tm hiu bit, ngh ngi hi cung cp s lin lc tr li sau. - Trng hp din gii gp phi khn gi qu t mn v kin thc ca mnh: i tng ny lun ngt li din gi ph trng kin thc, iu ny s lm bi thuyt trnh b ngt on lin tc v gy kh chu cho nhng khn gi cn li. Hy k cho loi khn gi t mn mt cu chuyn nh sau: Mt hc gi phng Ty am hiu rt nhiu lnh vc khc nhau (thin vn, ha, l, lch s...). Mt ngy n, ng mun tm hiu thm v lnh vc Thin. Khi hc gi n Ty Tng v n tm mt thin s c xng tng l ngi am hiu nht v Thin. Khi gp mt, hc gi rt tht vng trc v kh t, tm thng ca thin s. Hc gi bn thao thao bt tuyt v nhng kin thc hin i gio hun thin s. Thin s khng ni g, c chm chm rt tr cho n khi chn tr y trn ra ngoi m vn tip tc rt. V hc gi phng Ty nhy dng ln: Tri i, chn tr y ri th lm sao rt vo c na! V thin s cng t tn nhc li: D vng, ngi ni ln c mt chn l chn tr y ri
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- Trng hp din gi gp mt cu hi kh, ngoi tm hiu bit ca mnh:

th khng th rt vo c na!. Khi i hc m mang kin thc cho mnh, m nu ta lun ngh rng trong u cha y kin thc ri, khng chu m lng ra n nhn nhng iu mi th chng th tip thu c ci g na. Trong giao tip cng vy, kin thc trong u l mt trong nhng tr ngi ln ca vn giao tip. Tc l nu ta c mnh ging nh tch tr y trn th khng th hiu c ngi khc. Hay ni cch khc: mun hiu ngi khc th trc ht hy nc trong tch tr ra. Hy c gng nhn nhn theo quan im ca ngi khc, khi hiu n ri th hy tnh n chuyn ph bnh, gp . Hy i i giy ca ngi nghe. Bit nhiu khng bng bit iu. Bit mnh bit ngi, trm trn trm thng. 6) Thc hnh xem bng v cc presenters/speakers: Cc li thng gp ca cc thuyt trnh vin: - i tr. - Dng t khng lu lot, ni m /lp bp. - Khng nhn vo khn gi (m ch chm chm nhn vo ti liu, vo mn hnh trnh chiu). iu ny s tc ng vo phn ngm ca khn gi l ngi din gi khng c t tin. - Cc li vi trnh din c minh ha bng my chiu: Din gi che chn mn hnh minh ha. Ch qu nh hoc qu nhiu (xem thm nguyn tc lm trang chiu). Khi din gi a qu nhiu thng tin ln 1 trang chiu, anh ta cng d c xu hng c n. Gam mu v hnh nh khng thch hp, b cc khng cn i.

- Chn v tr khng tt hoc ngi ni, khin khn gi khng nhn thy. Cc din gi thiu t tin thng c khuynh hng np sau ci bc, ci bn hoc cm theo ti liu, s tay... che chn mnh. - Hi chng gi, mn m... mt cch v thc (nhng u b khn gi gii m).

TRANG PHC CNG S & L TN

Khi chun b gp g i tc bn cng vic, t nhiu ta c thng tin v i tc. Nhng ch l nhng thng tin trn giy t v thng l khng mang li cm xc g c th. n khi gp i tc bng xng bng tht, ngay giy pht u tin gp g, i tc v bn thn chng ta s hu nh ngay lp tc xc lp mt n tng ban u, mt cm xc kh r rng: c thin cm vi i tc khng? c thch lm vic vi i tc hay khng?... Ngay c khi bt u vo bn cng vic, th mt phn suy ngh ca chng ta vn c dnh ra nh gi/nhn nh v thm m, v vn ha, ng cp... ca i tc. iu ny ni ra th di dng, nhng thc t th c xc lp rt nhanh chng. Khi kt thc cng vic, bt chp kt qu c th l nh th no, nhng nu gia 2 bn c cm gic mun tip tc gp g nhau lm vic tip, th cuc gp xem nh thnh cng. Cn nu gia 2 bn c cm gic mun cha mt nhau ra v khng mun gp mt tip tc, cuc gp xem nh tht bi. c c cm xc tch cc, i hi nhiu yu t, trong trang phc ph hp v din mo bn ngoi ng mt vai tr quan trng. iu ny khng ch ng vi nhng ngi lm vic trong lnh vc n ni m cn ng vi hu ht cc lnh vc c giao tip gia ngi vi ngi. Bn thn chng ta, nu n mc tm tt v ph hp, th cng cm thy t tin hn, hi lng hn v bn thn v to tm trng thch c gp g mi ngi trao i, tr chuyn...
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Ngc li, ch cn mt cht khim khuyt no trn trang phc (vt d, mi hi...) hoc trang phc khng ph hp vi bi cnh xung quanh th cng c th khin cho chng ta tr nn lng tng, ngi ngn, b phn tm... Ta c th ni rng: trang phc cng phn no th hin c ng cp, v th ca ngi mc n. Quan im tt g hn tt nc sn, ci nt nh cht ci p... ngy nay khng cn c hiu theo ngha cc oan na. M nc sn tr thnh mt tiu chun bt buc i vi nhiu ngnh ngh/cng vic, trong c PR. Trang phc khng cn ch l cht liu, mu sc, kiu dng... m n cn l vn ha, thm m, trnh ca ngi mc. Ni dung quyt nh hnh thc nhng ngc li hnh thc cng l biu hin ca ni dung Trong giao tip, ngi ta s dng tng hp c 4 loi ngn ng sau: Ngn ng li ni. Ngn ng c ch (hay ngn ng c th). Ngn ng ca nh mt (i mt l ca s ca tm hn). Ngn ng ca trang phc.

Trong xu th hin nay, vai tr c nhn c coi trng (khng cn bnh qun ch ngha v dn hng ngang tin ln nh trc). Khi c nhn pht huy nng lc ng mc, vai tr ca c nhn s tr thnh u tu a t chc ngy cng pht trin. T , nhu cu n mc p khng ng hng ca mi c nhn cng tr thnh mt nhu cu quan trng. n mc p khng cn l c quyn ca gii tr. Ngy nay, tui th v th lc c nng cao, ngi ln tui vn cn nhiu sinh lc v vn tch cc tham gia cc hot ng x hi, h vn c nhu cu mc p (ph hp vi la tui ca mnh). Mc tiu ca bi hc ny: - Xc nh, khm ph v p c nhn tht s ca mi ngi. - Hiu bit vn dng sc mnh trang phc, nhm h tr thnh cng khi giao tip trong cng s v cc bui l tn. 1. Cn bn v hnh th, khun mt: a) Nhn bit c im hnh dng c th: n mc p, ta cn nhn bit c th mnh thuc v dng no: Dng ch V: dng ca nam, vai n eo thon (th thao). Dng ch A: dng ca ph n p, vai hp hng n. Dng ch H: u u t trn xung di (thng ngi trung nin). Dng ch O: bng b, phn gia thn phnh ra. y l dng xu nht. Vc dng ca mt ngi c th c quyt nh bi: Di truyn: c mt cu ni vui mun bit mai mt v mnh ra sao, hy nhn b m v. Do ch tp luyn: tp luyn th thao s c vc dng ch V, n nhu nhiu th c dng ch O. b) Nhn bit c im cc dng khun mt: n mc p, ta cng cn nhn bit gng mt ca mnh thuc v dng no: Oval (tri xoan). Trn. Tri tim. Ch nht (ch in). Vung. i vi phi n, c 3 gng mt c bn l: tri xoan, trn, tri tim. Tuy nhin vn c ph n c mt vung (do yu t di truyn). Khi c khun mt khng chun, th mi tc l yu t b p li.
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Chng hn n ca s V c xng hm to, c y lun tc ngn che bt 2 hm li. Mt knh cng l mt cng c li hi nh la con mt ngi khc. Cc khun mt c nhiu nt vung, th cng th khng nn dng knh gng vung, bn to m nn dng gng trn lm mm khun mt i. i vi nam gii, nu c gng mt tri xoan, th c th lm tng nam tnh ln bng cch eo knh gng vung, tc ht u inh... Nh vy, v p tht s l g? V p thm m: l v p hnh thc thc t c c. V p o c: ngi n ni th l th d c p cng b nhn vi con mt c cm. Bn sc ring ha hp cng ng: nhiu bn tr VN trang im nh ngi phng Ty l khng ph hp. V p hnh thc phi song hnh trnh kin thc, thi sng, trch nhim vi bn thn, gia nh v cng ng. 2. Cn bn m thut trong trang phc: a) Mu sc: n mc p, ta cng cn phi bit s phi hp mu sc sao cho hi ha (gia qun, o v mu da). V l thuyt mu sc, ta c th tm tt nh sau: Mu cn bn: R (Red), B (Blue), Y (Yellow). Mu b tc: T mu trung ha, ta pha trn tng cp cho ra mu b tc. l cc mu: R + Y O (Orange), Y + B G (Green), R + B P (Purple).

Mu c bn trong ha (CMYK)

Mu c bn cho trang phc (RBY)

Mu tng phn, mu nng/lnh

Mu tng phn: L mu i nhau trn bnh xe mu. Ta nhn thy c 3 cp mu i din nhau, chng to cm gic tng phn rt kh chu khi nhn vo (chi, gt). Tuy nhin nu phi hp mu tng phn vi liu lng ph hp thi li to hiu qu rt n tng: Qun vng kh, o tm l: trng rt gh! o mu tm, im mt bng hoa vng trn ti o: rt n tng!

Mu trung ha: Mu trng v en pha vi nhau ra cc sc xm. S d mu trng v en c gi l mu trung ha l v 2 mu ny i cng vi bt k mu no cng hp. Nu ta mc o/qun c mu trung ha cng vi qun/o c mu no cng p (xanh, hng, tm...), thm ch khng cn phi hp vi mu khc: mc ton trng hay ton en vn p. en v trng l 2 mu thi trang nht, hay chnh xc l khng ph thuc thi trang. Tuy nhin phi lu cc mu xm (l mu pha gia en v trng), y l cc mu c nhc im to cm gic c, xn... v khng ph hp vi ngi da ngm.

Sc : Cc sc ca mt mu l m ln/nht i ca mu sc . Trong ha gi l
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 bo ha (saturation). VD: mu vng c vng chanh, vng ngh, vng ti, vng t... Ha sc: L s phi hp mu li vi nhau (trong mt bc tranh tng th). Khi phc trang, ta phi s ha sc gia mu da, mu o/qun, giy dp, tht lng, khn qung... b) Tc ng ca mu sc trong tm l, sinh l, biu tng: - V tm l: mu gi cm gic nng gin; mu xanh gi cm gic bnh yn; mu en gi cm gic bun, tang tc, huyn b, uy nghi. - V sinh l (cm nhn t 5 gic quan): mu gi s nng nc; mu xanh gi s mt m; mu en gy cm gic ng (v gic). - V biu tng: mu biu hin cho sc sng, si ng, nng nn, may mn; mu xanh biu tng cho ha bnh, hy vng; mu en biu tng cho quyn lc, nguy him. * nh hng ca mu sc trong khi tc ng ln ngi khc: Khi cn thuyt phc/yu cu mi ngi lm g , nu mc qun o c mu sc s, mng m... th s km thuyt phc. * Cc loi mu da c nh hng n vic chn mu sc trang phc: Da trng hng: y l mu da l tng, mc o qun mu g cng p. Da trng xanh: u tin chn cc mu tone nng (, hng, vng) lm da hng ln. Da ngm hng ho: mu da ny cng d phi hp mu sc. Da ngm: u tin cc mu tone lnh, hn ch mc mu xm (en v trng th khng sao). Da en xn: mu da ny hu nh khng khc phc c, ngay c vi mu en/trng. c) ng nt v hnh khi ng thng. ng cong. Hnh thng. Hnh cong. Khi vung. Khi trn. Tc ng ca ng nt v hnh khi trong tm l, sinh l, biu tng... ca ngi s dng: - Thng: mnh m, nghim trang; kh khan; vn ln, pht trin... - Nghing: khng vng chc, phng khong... - Ngang: bnh yn, thoi mi, to cm gic phn chia/ngn cch... - Cong: to cm gic mm mi, thn thin, gi cm; to ra s bao bc, che ch... Ta c th p dng vo cc ng nt trn trang phc. VD, ngi thp nn chn trang phc c sc ng to cm gic vn cao (ngoi tc dng o gic v chiu cao nh mi ngi u bit). N cng c th vn dng vo trang tr, phi cnh: v d cc nh th c hng ct cao, thng s to cm gic nghim tc, uy nghi; gh bnh to s ch che hn gh khng c tay da... Gng mt nam c v baby qu, hy chn cc gng knh vung, sc cnh b li. Vc dng ca n kh qu, hy chn cc loi trang phc nhiu ng cong (khot l trn, c nt hoa vn cong...) khc phc. d) Cht liu trong trang phc: Cht liu t si t nhin (coton, t tm...): thong, ht m; nhng d nhu, b co rt. Cht liu t si tng hp (polyester): r, bn, tnh cht vi n nh; nhng khng thong. Tc ng ca cht liu trong tm l, sinh l ca ngi s dng: cc lp vi tip xc vi ln da nn cng tc ng ln xc gic ca ngi mc. Trang phc c coi nh l lp da th 2 ca c th, cn phi chn nhng loi cht liu vi c th th c. Khuynh hng ngy nay ang quay v vi si t nhin (coton), to s thoi mi, d chu cho ngi s dng.
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e) Kiu dng trang phc: C cc kiu dng c bn sau: Kiu dng truyn thng: Truyn thng khng nht thit phi l khn ng, o di. Trang phc qun ty, s mi c in... khng cch tn, cch iu cng c xem l truyn thng. Kiu dng hin i: Hin i khng nht thit phi l cc model mi nht. Trang phc qun ty, s mi nhng c phng thm th cng c xem l hin i. Tc ng ca kiu dng trong thm m, vn ha, phong tc tp qun, v th x hi, ngnh ngh hot ng: Kiu dng phi ph hp vi tng iu kin, mi trng c th; nhng trong , ta vn c th sng to thm nhng nt ring to ra phong cch ca mi ngi (min sao khng tr thnh l lng, d hm). Khng nht thit phi chy theo cc b trang phc t tin. C nhng b trang phc hng ch r tin nhng nu c khiu thm m, thm tht i cht vn to nn mt b cnh hp dn, c o. g) Lu cn thit v trang phc khi giao tip: Phi lu n gii tnh v tui tc n mc cho ph hp: thiu nhi (ngy th, trong sng), thiu nin (hn nhin, nng ng, nh nhnh), thanh nin (thi p nht v cn n mc p), trung nin (chng chc, m thm), cao nin (ng n, n gin)... Khi i chi cng phi lu c nhiu kiu i chi: chi bin, leo ni, i cha... cng cn trang phc ph hp. Nhng khi kt hp i nhiu ni cng phi lu trang phc, v d nu i d mt bui l hi v mt bui hp quan trng trong cng 1 ngy, khng th u tin cho ci ny m chp nhn du di cho ci kia. Trang phc cng phi ph hp vi a v, thu nhp ca x hi, khng th qu l hoc ua i. Ci thn, ci phong thi ca mt lp ngi khng th to dng ch bng bt chc cch n mc. Trang phc ban ngy phi khc vi bui ti (tng t nh cch trang im cng vy). iu kin vn ha x hi cng nh hng n cch n mc, VN th h hang trong trang phc cn c gii hn; nhng nu i du hc phng Ty th c th thoi mi hn. Khi i n cc nc ang c bin ng chnh tr, x hi th yu t thi trang khng c quan tm (thm ch l b ght), lc phi n mc tht gin d v ph hp vi mi trng s ti. Trang phc cng b nh hng bi hnh vi ca ngi mc: khi mc o m i xe my th khng c ngi 2 bn. Cn phi ch trng ng mc n trang phc lt - c kiu dng, cht liu ln mu sc - n c nh hng n trang phc v dng v bn ngoi. Khng phi ngu nhin m trang phc lt cao cp c gi rt cao. Tm li, trang phc dng trong giao tip phi ht sc lu /cn nhc cc vn sau: Gii tnh, tui ca ngi mc. Mc ch s dng lm g? Mc u? Thi im s dng lc no? i tng s giao tip l ai? iu kin kinh t, thnh phn x hi v ngh nghip. Trnh vn ha, thm m. Phong th, kh hu. Phong tc tp qun vng min. Cn nhc cc tc ng v chnh tr, x hi, mi trng. Phong thi, hnh vi ng v sai trong cc kiu loi trang phc. 3. S dng ng trang phc & ph trang cng s v l tn: Chemise: - Mu sc: Mu trng v cc mu tht nht. Trang phc ny ph hp nht vi loi vi trn, khng
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qu mng; hn ch cc loi vi c sc qu to hoc c mu sc sc qu ni. - Cht liu vi: Cotton, cotton pha polyester, kat, linen. - Kiu dng: Di tay, ngn tay, ty theo kh hu. - Ci tt c cc nt v b vt o trong qun. Cc loi o t ngang, c x th c th b ngoi. Qun ty: - Mu sc: Mu en, xm, nu, xanh m. Mu trng c th dng trong l tn. - Cht liu vi: Cotton, cotton pha polyester, vi t si tng hp nh denim, tezin, cashmere, seclen, tuytsi... - Kiu dng: May hi c in, lch s, n gin. C vt: - Mu sc: Mu m, trn, hoc c ha tit tht nh. - Cht liu vi: Loi tt, khng b vn v u khi eo. - Kiu dng: Bn to chiu ngang 9-10cm, di 140cm, bn c vt khng c qu to hay qu nh. - Khi eo, di ca nh c vt va chm ngang tht lng qun. - Nt tht ngay ngn, rt st chn c o, c th dng kp gi c vt c nh. - Vo dp i l, c th dng n mu trng hoc en (thay cho c vt). o di: - Mu sc: Vi trn c mu nh nhn hoc m; ha tit nh, n gin v khng ni bt. Khi mc cho l tn th th t mu sc u tin l en, trng, m. - Cht liu: Tuyt i khng c trong m, trong sut. Cn phi may vi lt nu vi hi mng. Dng cht liu nhung, gm, t tm... cho l phc. - Kiu dng: May n gin, thoi mi phn nch, bp tay, eo. T o di ngang bp chn. ng qun va khong 25-30cm. Khi l tn, o c thit k ring ph hp cho tng tnh cht, tm vc ca s kin. Eo v nch vi o d tic th nn may st/m, vi o i lm th c th may th lng i cht. o m: - Mu sc: vi trn c mu nh nhn hoc m. ha tit nh, n gin v khng ni bt. Khi l tn, th t u tin l mu en, trng, sm. - Cht liu: Dy nhng mm mi, c ng, r ca mnh vi. Cc loi vi si tng hp nh denim, tezin, cashmere, seclen, tuytsi... cho cng s. Nhung, gm, t tm, linen... cho l phc. - Kiu dng: n gin, may va ngi. Vy di qua u gi. Khi l tn, o c thit k ring ph hp vi tnh cht, tm vc ca s kin. V: - Mu sc: Lun lun cng mu hoc (cng tone mu) vi qun, vy. Nam gii c th s dng v trn hoc c ha tit tht nh, lun lun cng tone mu v sc vi mu qun. Nhiu ngi i v trng vi giy l khng ph hp, v mu trng ch mang vi cc loi giy th thao, hoc vi cc kiu thi trang c bit. C cu ni nu khng phi Mai-c (Michael Jackson) th ng i v trng. nc B, nu ngi n ng i v trng l du hiu nhn bit y l dn gay. - Cht liu: Tt, m st chn khi mang v, khng b try xc hoc thng l. - Chiu di v, so vi gu qun hoc gu vy khi ngi khng b h da chn. - i vi n, v da lun i cng vi giy bt mi. Nu i giy h mi th nn dng loi v h mi. Khng nn mang cc loi v c dt ha tit ni bt.
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Tht lng: - Mu sc: en, nu. Khi eo nn cng mu (hoc cng tone mu) vi mu giy. - Cht liu: Bng da b, da tru, da voi, da iu... trnh cc loi da c su, da rn c b mt da qu n tng. - Kiu dng: Kiu kha tht lng n gin, lch s. Bn 1-3cm i vi n v 2,5-4cm i vi nam. - di tha ca dy tht lng sau khi eo l va ti ngang hng. Khng nn tit kim nguyn tht lng di vng ra ti sau lng. Giy: - Mu sc: en, nu, trng... khi mang nn cng mu (hoc cng tone mu) vi qun hoc c b trang phc. - Cht liu: Bng da tt, kiu n gin, lch s. Mt da bng m, da tht bng c th mang trong dp l tn. - Kiu dng: Bt mi hoc h ngn, c quai hu, bng c cao 5-7cm. Nu i sng-an c quai hu th phi ci, khng c p ln si dy ci ny trng rt b bi. - Ti cc bui l quan trng, nam gii nht thit phi i kiu giy c ct dy, mu en. Cp xch: - Cp xch: Mu en hoc nu. - Nn c s ng mu khi phi hp vi giy, tht lng. - Cht liu: Bng da hoc simili. - Kiu dng: n gin, kch c ph hp vi chiu cao ngi s dng. - Khng nn dng cc loi ti eo, ti xch to v ch ph hp vi trang phc do ph, i mua sm. Trang sc: - Mu sc: nh kim loi vng, bc. mu ca cc loi qu. Chn loi no th ch ng nht mt loi , trnh eo nhiu loi trang sc khc nhau to cm gic le lot. - Kiu dng: Bao gm ng h, nhn, hoa tai, vng c... u phi chn kiu n gin v lch s. - Trang sc phi d eo v tho g. Khng nht thit phi eo nguyn c b. Chn eo trang sc ph thuc vo kiu dng ca trang phc mc. - Cht liu ch tc nn hn ch s dng: g, nha, cht do. Do ch ph hp vi trang phc do ph, i du lch. Trang phc lt: - Mu sc: Ty thch, nhng cn phi c nhng mu c bn l trng, en. Nu bn khon trang phc ngoi hi mng, tt nht nn chn trang phc lt c mu da ng mu vi ln da ngi mc. - Cht liu: Cotton, cotton thung loi tt. - Kiu dng: Kiu n gin. va kch c, khng qu cht hoc rng. i vi n nn mc ng b. Kt lun: - Mi trng tip cn VN rt phong ph v a dng, cc chuyn mc thi trang c trn nhiu t bo, tp ch v cc chng trnh truyn hnh, y l mt ngun thng tin chng ta tham kho. - Mi ngi cn phi t tin vo ci m mnh ang c, t i tm cho mnh mt kiu trang phc ph hp vi c tnh ring ca mnh.

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T CHC HP BO (PRESS CONFERENCE PLANNING)

1) Khi nim v hp bo: - Hp bo l trnh by t nguyn v thng tin ra cho gii truyn thng (media). - Trong mt cuc hp bo, ta c th: Quyt nh thng tin no c a ra (presented). a ra nh th no. Ai a ra chng. - t chc mt cuc hp bo, ta cn: Tip xc vi gii truyn thng. Chn thi gian v a im. Thc hin trnh by v tr li cc cu hi ca bo gii. - Hp bo l c hi a cu chuyn ca ta ln TV, radio v bo. Cc cuc hp bo l mt phng php hiu qu qung b thng tin ca bn, nhng chng phi c chin lc v phi c t chc tt. Nu bn t chc hp bo mi tun, hoc khng c tin tc st do (solid news) cho phng vin, bn cn phi chm dt vic ny li. Define goals (xc nh mc ch): - Trc khi lp k hoch t chc hp bo, bn cn phi nm r mc ch ca bn. - Mt vi l do ng n t chc hp bo l: qung co n lc ca bn v cc vn (problems). a tin cc phng tin truyn thng i chng (widespread media). gi mt thng ip n ngi c thm quyn ra quyt nh v nhng g m ta mun. thu ht s quan tm ca nhiu ngi n t chc. pht trin k nng ca cc thnh vin t chc (?). chng t sc mnh ca t chc. 2) Cc bc chnh t chc mt cuc hp bo: Bc 1: chau trut thng ip ca t chc - Xc nh mt thng ip n gin m bn mun truyn thng. Thng ip ca t chc ch nn l mt cm t (phrase). - Lun ghi nh li khuyn ca Henry Thoreau Simplify, simplify, simplify. Bc 2: chn la s kin truyn thng ph hp - Khng ch chn la bo i ph hp (v lnh vc, a bn pht hnh...), m ta cn phi chn c phng vin ph hp (ph trch mng lin quan). Cn phi bo m rng thng tin n c tay phng vin r rng h c th nm bt c d dng. - i khi ta bit c nn tng c s ca s kin l g, v ta ch cn thm tht (embellish) s kin ny bng thi gian, a im v hnh nh trc quan thch hp. Trong nhng trng hp khc, ta cn phi t to ra s kin hoc phi k cng (stunt) tranh th c a tin. - Trong bt k trng hp no, vic sng to ra hnh nh mnh m vi truyn thng bo ch l mt yu cu then cht. Bc 3: chn ng thi im t chc - Cc nh bo thng thng ch lm vic trong gi lm vic chnh thc (regular hours) cho vic
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tham d hp bo. - Tt nht l nn t chc s kin t th Hai n th Nm (nhng cng nn trnh th Hai thng c cc cuc hp ni b). - Cc bui hp bo t chc vo bui sng nhng khng qu sm (bt u t 8g-8g30), v nn kt thc sm (lc 10g). Bc 4: tm mt a im hiu qu - a im cho mt s kin truyn thng cn ti a ha c hi a tin v thun li cho vic truyn i thng ip ca t chc. - Cc doanh nghip thng t chc hp bo khch sn (nh Continental, New World...). Tuy nhin, nu cuc hp bo lin quan n a im xy ra s c (tai nn my bay...) th tt nht t chc ti gn hin trng. Bc 5: bin son danh sch bo ch (media list) - Thu thp danh sch bo ch. - Phi bo m tn dng (take advantage) c s a dng ca cc phng tin truyn thng. Mc d cc c quan bo ch mnh nht th tng t nhau, nhng cc c quan bo ch khc vn tm kim nhng tnh tit c th m cc bo i ln b qua, hoc l h (cc c quan bo ch khc) ang c sn mt i tng khn gi c th m ta mun tip cn. Bc 6: vit thng co bo ch (news release) Ni chung, hy vit mt thng co bo ch ngn gn v r rng. Trong nn gii thch s kin trong mt trang, nhn mnh nhng g c o v th v. Hy b ra 75% thi gian vit tiu (headline) v on (paragraph) u tin. Bc 7: phn pht bn thng co - Thng thng, ta khng cn gi mt thng co bo ch (press release) n tt c cc bo i. Nu chin lc ca ta ch i hi (dictate) mt phn khc cng ng, th hy nhm n cc c quan truyn thng c th no gip tip cn c nhm cng ng . - Ai s nhn c bn thng co? Vi ta son bo, hy gi n cho mt phng vin no ph trch ti ca ta. Nu t bo qu nh, khng c phng vin chuyn trch (specialized reporters) hy gi n cho bin tp vin (editor). Nu bn c mi lin h c nhn (personal contact) vi bt k c quan truyn thng no, hy s dng n. C th gi thng bo bng fax, mail... Bc 8: vi ly (reach out) v gi in cho phng vin - Bn c th c mt s kin tt nht t nc, mt bn thng co tt nht th gii, mt danh sch truyn thng mi nht ton cu, hy cu tri cho n khng em li vn no, tr phi bn lin tc gi bo m cc nh bo bit v s kin ca bn. Hy gi trc ngy xy ra s kin v nu c th hy lp li vo bui sng hm c s kin. - ng ngi chuyn phi lin lc vi cc phng vin. Mc d bn rn, nhng phn ln nh bo l nhng ngi thn thin v h mun nghe t bn. Hy xc vc (aggressive), kin tr (persistent) v lch s (polite). - Cc nh bo thng xuyn phi lo toan nhiu u mi tin tc, do cn phi lu gi s in thoi c nhn, email... ca phng vin lin tc gi lin lc vi h. Bc 9: thc hnh phng vn (practice for interviews) - Mc ch ca bn trong cuc phng vn l gi cho on message (tm dch bm st thng ip), ngha l khng c vn g khi phng vin nu thc mc vi bn, v bn tr li theo cch nhn mnh vo thng ip ch yu (central message). - Cn phi ng gc ca nh bo (thy ci g cng xu, cng cn phi cht vn) chun b
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cc cu hi v cc tnh hung cho tt. - Trong nhng tnh hung phi ni v nhng hn ch ca mnh, cn khai thc ti a cu trung thc m khng thng thn. Bc 10: t chc hp bo - Khi t chc hp bo, nhiu doanh nghip ny ra ngh v qung co v thng co bo ch. Trong thc t, mt bn thng co bo ch l phng cch d thu ht gii truyn thng. tng tt hn l xy dng mt s kin v c mt ngi pht ngn (spokersperson) tr li nhng cu hi c th ca bo ch khi c yu cu. - Mt thng co bo ch (press conference) c vin ti (called) khi ta mong mun nhiu bn tin c pht i v s kin hoc mt li thng bo. Trong nhng trng hp ny, mt thng co bo ch s ko di khong 20 pht, cng 10 pht cho vic t cu hi, vi ti a 4 ngi pht biu (speaker). Bt u ng gi v c bn k tn (sign-in sheet) cho cc phng vin. Mt ngi iu tit (moderator) s ct li din gi (presenter) no ni qu di. Hy bo m rng h thng khuch i l thch ng. Thc hnh trc (in advance) ton b cuc hp bo, bao gm phn cu hi v bo m rng ngi pht biu phi c dng tin hnh (props to hold). Ngay c khi quyt nh khng t chc cuc hp bo chnh thc, ta cng phi phn phi mt tp h s (press-kit hay l press-packet) d dng nm c thng tin v s kin. Khng bao gm qu 10 trang ti liu trong tp h s ny, bao gm: bn pht hnh tin tc (news release), tiu s tm gn ca ngi pht biu, 2 bi bo gn nht v s vic, v mt bi bo ni bt v s vic, tt nht l t mt xut bn phm quc gia. Nn b tr cc bn n tip phn loi cc trng hp cc nhau. Cng cn c nhiu ngi ng ra n tip nhng i tng tham d khc nhau v phi hp ng cht ch vi nhau. Cn phi chun b s lng gh d phng cho nhng v khch t xut (mt phn tt yu ca cc cuc hp bo !). * n tip bo ch: Chun b ti liu y , bao gm hnh nh c cht lng cao (chun b sn file trong CD l rt tt, phng vin s b cng nhiu khi vit bi). * Vn phong b: Nn a phong b cng lc vi folder ti liu. Trong mt s trng hp, c th tm thi cha pht mt vi ti liu then cht nht dnh pht sau. * Cc phng vin khng c danh sch mi: Chun b nhng phong b n tra (100 ngn VN cho PV khng mi, 200-300 ngn VN cho PV c mi, v cao hn cho PV c bit). * Cn nhc mi quan h: C nhng PV rt tm huyt vi ngh bo, nhng cng c nhng PV t nng vn ti chnh khi vit bi. Bc 11: nh gi s kin truyn thng (assess your media event) - Hy dnh thi gian nh gi s kin truyn thng va c t chc. nh ngha tt nht v tin tc l nhng g nm trn t bo, v iu ny c thay i hng ngy vi s ua tranh. - Thu thp thng tin qua bo: Cng ty Biz-Eyes, Media Banc, Andi... H c th thng k mt thng hiu no qung co bao nhiu ln trn cc bo. Thng tin c bn vi gi phi chng. Vn dng Binh php Tn T trong vic chng li cc i gia qung co dn dp trn bo: Theo di thng tin qung co on bit c Timeline qung co ca h. Sau , ch cn qung co vo nhng thi im cc i gia va ngng qung co. Hiu qu thu c s cao v ngi tiu dng lun quan tm n sn phm mi nht (sau cng). 3) Bn kim tra (The Checklist): 1. Hp bo c c s vui th (fun) ln nghim tc (serious). ng ph hng (spoil) s th v: hy sn sng thng thc tc ng mnh ca mt cu chuyn quan trng trn bo i. Hy t chun b ngay khi bn c th. 2. Mt vi im cn c kim tra kp (double-check) trc khi t chc hp bo:
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Ngy, gi v a im t chc c thun tin cho bo ch v quan khch? Hy vng s c bao nhiu ngi tham d? C ch ngi cho nhng v khch mi? mi tt c nhng ngi m ta mong mun?

3. iu g xy ra nu khng mi ngi khng c mt (show up)? Ta c dnh sn mt phng nh hn, trnh vic ch c 5 ngi trong mt khn phng rng ln (auditorium)? 4. Ta chn mt ni tin li v ph hp (suite and accommodate) cho cc thit b truyn thng (my quay phim, cm in, micro...) cha? Tt c chng c hot ng? kim tra chng cha? Cch kim tra d nht l hi gii truyn thng v nhng g h cn. 5. Bn c d kin chp hnh cho nhng phng vin khng tham d cuc hp bo v nhng l do no ? thun tin cho nhng bo in, cn dng nhng bn in c 2025cm. 6. Nu tin tc l kt qu ca mt s nghin cu phc tp, ta cn phi c mt bn tm tt tng hp (brief summary) to s d dng cho nhng ngi c khng phi l gii chuyn nghip ca ti. 7. Tt c nhng thnh vin trong BTC c th c gii truyn thng tip tc (follow-up) tip cn? 8. Nhng ngi thuc gii truyn thng m khng th n d cuc hp bo nhn c b h s bo ch (press-kit) cha? 9. Sau khi kim tra tt c cc iu trn, hy kim tra chng tr li. Hy c gng d tnh nhng tnh hung c th xy ra. Why? Xc nh ch nng (hot topic): cng ng nghin cu cn g t nhng vn ca ta? Who? Xc nh i tng mc tiu (target audience): ti s thu ht ai? gii khoa hc, k s, gim c k thut, chuyn gia h tr... D tnh s lng i tng m ta mong mun tc ng: What? Xc nh kiu (type) ca s kin: hi ngh chuyn (symposium), hng dn (tutorial), hi tho (workshop), kha ngn ngy (short course)...; thi lng (length): ko di 1-3 ngy, mt chui lin tc...; cp chuyn mn (technical level). When? Thi gian l vn quan trng. - Trnh ng (competing) vi cc s kin tng t: hi ngh (conferences), trin lm thng mi (trade show), chuyn (seminar)... nu t chc cng thi im vi cc s kin ca a phng hoc quc gia th s khin xao nhng s ch . - Hp bo ri vo cc k ngh vacation, holiday c th khin s hng ng khng tch cc nh thng l.
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New ideas: tng mi l nhng cng ngh ni bt. Applications: ng dng ca nhng khoa hc v cng ngh tin phong (leading-edge). Instructions: ch dn nhng thit b v h thng. Awareness: nhn thc v nhu cu (demands) v h tng (infrastructure) ca cng ngh. Advances: s tin b v cng c (tools), vt liu (materials) v phng php (methods). Knowledge: kin thc m ta khng th ly t bt k ni no khc.

ti, phn khc v nhn khu hc, s hi tip. S thnh cng ca s kin tng t. Mong mun v nhu cu ca cng ng nghin cu (engineering community).

- ng t chc (co-locate) c th lm tng s ngi tham d (attendance) v gim chi ph (cost). Where? a im c th to ra (make) hoc ph hng (break) s kin: trung tm ca mt a bn rng ln, d dng i n, gi xe ng gi hoc min ph, ng n cc phng tin giao thng a phng, cnh ni (accommodations) v sn bay (airports). a im c th chn: khch sn, tin nghi ca cng ty hoc trng o to (academy), trung tm hi ngh v cc ng a im (co-locations). How? - T chc mt ban k hoch (planning committee): mi thnh vin thuc cc lnh vc k thut c lin quan m h c th dnh ra thi gian v n lc tham d. C nhng cuc hp c k hoch (planned) v hp thc (regular), da theo lch trnh t sau ra trc/ back-to-front. - Lp ngn sch: xc nh chi ph tr trc (front-up) v tng chi ph phi tr (overhead). - Ph chun ch hp bo v thc hin: B my nhn s: - Ch ta chung (general chair): gim st ton b s kin, quy nh tm nhn (vision), lp thi biu (schedule), iu hnh y ban chng trnh (program committee), t chc cc phin hp (sessions), chn ti v cc ch ta phin hp. - Th qu (treasurer): qun l cc ngun vn (finances), ngn sch (budget) v phiu yu cu (form requirement). - y ban chng trnh (program committee): cn nhiu nguyn tc c th, ch ta cc ti v phin hp. - Cc v tr y ban khc: Th k (secretary): lp bin bn cuc hp (meeting minutes), lp lch biu cng b (publish) v phn phi (distribution), mi hp (conference calls), danh sch th tn (mailing lists)... Ch tr xut bn phm (publications chair): qun l cc xut bn phm (publications), lp lch biu (schedules), giao tip vi nh xut bn (publishers), nh dng (fomatting) v trnh by (presentations), qung co (advertising) v in n (press). Ch tr gii thng (awards chair). Lin lc ngi bn (vendor liaison).

Lch biu (schedule): Bt u t ngy xy ra s kin v lm ngc (work backwards) v thi im . Chu trnh lp k hoch t 6-14 thng: Lin h a im, gi ch (booking) v t cc (deposit). Thi hn cht cho xut bn phm, phi m thm (pad) ti thiu 1 tun: hn cht cho vic nhn c trnh din (presentation receipt), hn cht cho cc bn in v bn tin pht hnh (handout) v chng trnh (program), hn cht nhn c bi thuyt trnh (paper receipt). Xem xt v chp nhn/t chi cc bi thuyt trnh (papers). Thi hn cht cho vic trnh tm tt (abstract submission). Mi tho lun (talks), bi thuyt trnh (papers) hoc bi ni ch o (keynotes). Qung b cc s kin ni bt (milestones). Tp hp cc bi thuyt trnh. Thnh lp y ban (committee).

4) Lp k hoch ngn sch (budget planning): Nm bt tt c chi ph (cost) v ngun thu (income):
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To kch bn da trn kt qu (outcome) mong mun: break-even (ha vn, cn bng thu chi), mc tiu thng d (surplus goals). Hy thc t (realistic) v thn trng (conservative): phi c nhng k hoch cho tnh hung bt ng (contingency plans) v lng khn gi khng mong i.

c lng chi ph da trn sc cha (size), a im (location) v c im (features), bao gm: tin nghi (facilities), m thanh/hnh nh (audio/visual), qung b/gii thng (publicity/awards), xut bn phm/bn tin (publications/handout), n nh/ n (refreshments/meals), b p (compensation) hoc th lao (fee) cho din gi, registration/management/labor (ng k/iu khin/nhn cng), th lao s kin (event fees), thng d ti tr/chia s hao ph (sponsor surplus/loss split). Ngn sch tin nghi (facilities): Tm kim nhng tin nghi gi thp cho s kin: dng ging dy (c vt cho tnh nguyn vin, cho vo min ph cho sinh vin lp y ch trng, lin h s kin vi cc chng trnh gio dc); kinh doanh (tin nghi hun luyn hoc khn phng ln); ng a im (hp tc vi s kin khc chia s chi ph: trin lm thng mi, hp, hi tho k thut, cc t chc chuyn nghip khc). Khch sn l tuyt vi, nhng t: phi t ch sm, ty thuc vo v tr v rng a im c th phi t trc c nm. Thng thng, c th tha thun (deal): cn phi bo m v phng c, ba tra, ba ti; nhiu khi phi tr ph cho nhng phng khng s dng nu thu dch v khch sn. phng (watch out) gi c: cc thit b A/V v h tr c th ln ti $500/ngy; ngh gii lao (break), ung (beverage), cc loi bnh (pastries)... c gi ct c (exorbitant); so snh gi dch v i vi gi phng. Cung cp s t chc v h tr tuyt ho.

Ngn sch A/V (Audido/Visual): Cc thit b A/V c th t . Th lao tr thm i khi khng dng c (PC, my chiu, mn hnh, micro, dy in ni di...). C gng tn dng cc thit b c ti tr hoc i mn. Trung thnh vi (stick to) cc nh dng s nhng Power Point, PDF... v trnh cc dng slide (phim dng bn) hoc overhead (my phng). Ngn sch xc tin (promotion) v qung b (publicity): Email: tiu r rng (c gng th hin trong vng 3-5 t), ni dung phi sc tch (concise); s dng cc lin kt (links) n cc website thch hp cho cc chi tit thay v nhi nht tt c vo 1 email. Th gi bng ng bu in (postal mail) t hn nhng c nh hng (effective) hn. n phm thng mi (trade press): c th tn km, phi qung b sm triu tp v nh ngy cho s kin. Cc nh ti tr cng ty (corporate) v ngi bn (vendor): phi c nu tn phn thng tin s kin trong cc xut bn phm. Cc hi ngh (conferences) v hi ngh chuyn (symposia): thng c cung cp khong thi gian cho vic thng bo, t ri, yu cu v bi thuyt trnh, chng trnh. Phi bo m sm thc hin nhng iu ny cho nh t chc. S cng tc (collaboration): thc gic cc iu phi vin (co-ordinators) ca cc t chc khc theo nhng nguyn tc tng t qung b cuc hp ca bn (qung co, email, web link). ngh bn b v ng nghip lan truyn tin tc trong ch lm ca h. Thc y cng chng (public promotion): TV v radio...

Ngn sch xut bn phm (publications): Quyt nh tng s (number) v s lng (quantity): yu cu bi thuyt trnh (cho cc s kin hin ti v tng lai), chng trnh (program), bo (journal), bn tin pht hnh (handout), bn ch dn (signage).
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Ngn sch n/ung: Quyt nh bao nhiu ln ngh gii lao (breaks): c bn gm c tr, cafe, nc v thc ung nh; ngoi ra c th thm cc loi bnh (pastries, cookies, snacks). Ba n (meals): cho n quan khch v ba ti, ba tra... bui lin hoan thn mt (socials): Ghi nh rng ngn sch chiu i c th l chi ph n ln nht !

Ngn sch cho din gi (speakers): - Cc cuc tr chuyn c mi (invited talks): thng bao gm chi ph di chuyn, ch v th lao s kin. Hy c gng chn nhng din gi ni bt (keynote) ti a phng. Cng c th dnh ngn sch cho bng tn (plaque) hoc cc dng nhn bit (recognition) khc. - Cc din gi c chn cho cuc tho lun bn trn (peer review): thng chn nhng s kin c ch c bit, nhng khng min ph. Thng khng bao gm chi ph i li. - Gii thng (awards) v s cng nhn (recognition): dng vt k nim (thank-you totens) cho nhng tnh nguyn vin (volunteers) v nh t chc (organizers). Ngn sch ng k (registration) v nhn lc (labor): - ng k: ng k qua web l hiu qu (nhng phi c quyn qun tr website no ). ng k qua bu in c th cn trong mt s trng hp no . Khi t chc ng a im (co-located) th cn phi thng tho chi ph mi bn. - iu hnh hi ngh (conference): ch dng cho s kin ln. - Nhn lc: nhn lc thnh vin (union labor) l yu cu cho phn ln trng hp, cng c th s dng nhn lc sinh vin (student labor) tnh nguyn hoc c th lao. Ngn sch th lao (fees): Sau khi tt c cc thng tin trn c x l xong, phi quyt nh v kt cu tin th lao (khng cao qu hoc thp qu). Ngn sch c ly t u? nh ti tr (sponsors) cho cuc hp bo c th t x hi, nh cung cp v chnh bn thn t chc.

NH GI HIU QU HOT NG PR
1) nh gi hiu qu: Chuyn vin PR cn bit c hiu qu m hot ng PR mang li cho cng ty, chng minh kt qu ny trc Ban Gim c, ng thi lp mt k hoch tt cho chng trnh. Mt chng trnh PR cn phi c phn nh gi hiu qu, i khi chi ph cho vic nh gi cn cao hn c bn thn chng trnh PR. Quy lut vn dng trong vic nh gi hiu qu PR l lng v cht m trong cht bao gi cng quan trng hn lng. Ngha l, mt chng trnh PR c th lm rt nhiu vic, nhng quan trng nht l nhng vic c tc dng/hiu qu nh th no n cng chng, n th trng.

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Hiu qu ca hot ng PR c th c nh gi thng qua nhng tiu ch: doanh thu ca cng ty, ch s li nhun/vn hoc li nhun/doanh thu... Mt tiu ch khc l lng hng ha nm trong kho ca i l (lng hng ny cha tiu th v tin c th tr chm, nhng khuyn khch i l tiu th hng). VD i vi Cng ty Lavie, lng hng tn kho i l phi m bo 7 ngy bn hng, tc l v l do no Lavie khng cung cp kp hng, th i l vn hot ng c bnh thng trong vng 7 ngy. i vi cc cng ty hng tiu dng ln, khng c chuyn cn n u th al t hng n . PR l phi s dng ngi khc ni thay mnh. Cho ngy mi l mt chng trnh PR, a 1 tin di 3 pht c gi l 5 triu ng. a tin dng ny hay hn v hiu qu hn l qung co. i vi chng trnh PR ni b cng c phi c mc tiu c th (gi chn nhn vin gii...) a) Nhng cu hi m mt chin lc PR (PR Strategy) phi tr li: Where are we now? Where do we want to be? To whom are we talking (audiences)? What do we want them to do? Why do we want them to do it? What are we going to say to them (audiences)? Where are we going to reach them? When are we going to reach them? Which techniques (methods) are we going to use? How much are we going to spend? What if there are unforeseen problems? Hin gi ta ang u? Ta mun i v u? Ta mun i thoi vi ai? Ta mun h lm g? Ti sao ta mun h lm iu ? Ta s ni g vi h? Ta s tip cn h ch no? Ta s tip cn h khi no? Ta s dng phng php no? Ta s chi ph bao nhiu? Nu c s c bt ng th sao?

Hy tr li cc cu hi trn cho tng chng trnh PR. b) Cc bc nh gi hiu qu PR: Cc huyn thoi v nh gi/o lng (myths of measument): Bn khng th nh gi/o lng c nhng iu v hnh, tru tng (intangible). Khng nh gi c th khng bit phi lm g. nh gi phi c thc hin sau khi chng trnh PR hon tt. nh gi l rt tn km.

C 4 bc thc hin nh gi hiu qu ca chin dch PR nh sau: Bc 1: Mc tiu chin dch Khi xy dng mc tiu cho chin dch PR, chuyn vin PR phi thc hin: Tham gia xy dng mc tiu ca nhm. Tham vn mc tiu vi cp trn. Mc hon thnh mc tiu. Xem xt, nh gi v ti vn dng. Bc 2: ph thng ip Mi thng ip gi qua cc phng tin truyn thng u v ngha nu n khng tip cn c i tng mc tiu. Thng ip c th biu hin thng qua mt slogan xuyn sut ton b chng trnh. Cu hi t ra cho chuyn vin PR l: Thng ip no cn c chuyn ti? i tng no cn nhm ti?
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Khu vc no mun nh hng? Loi phng tin truyn thng no cn s dng? ph ca thng ip c tnh bng: Lng thng tin gi i. Lng thng tin ng bo hoc pht sng. Lng c gi (hoc khn thnh gi) theo di s kin, lng cuc gi ng dy nng, lng ngi xem trang web ca s kin, lng khch tham d s kin. nh gi ph thng ip, c th tham kho thng tin ti cc cng ty chuyn thu thp thng tin trn bo ch nh Biz-Eyes (www.biz-eyes.com) vi gi khong 150 USD/thng. Cng ty ny s cung cp thng tin c trn cc t bo ( VN c khong 650 t bo, trong danh mc m cng ty ny cung cp pha Nam l 150 t - xem danh mc ny phn ph lc). Bc 3: Phn hi t i tng - Th nghim thng ip: i tng mc tiu nghe c (hoc thy c) to phn ng xu hay tt? gy c s ch ? hiu r hn? c thay i c hnh vi i tng?... - Da vo cc phng tin truyn thng: cc phng tin truyn thng x l thng tin theo hng no (tt/xu/trung lp). Lu v kh nng c hiu, d nh: mt bi vit c xem l km hiu qu nu n kh c (tuy nhin, nu vit qu n gin th cng khng lt t c nhng tng tinh t). * nh gi c phn hi ca i tng, ta phi thc hin kho st. Vic thit k bng kho st nh th no lin quan n kin thc v kho st th trng (ca marketing): trinh by ra sao, s lng v ni dung cu hi. Hnh thc kho st c th l trc tip, gi email, phng vn... Bc 4: Tc ng ca chin dch Cn c nhng nghin cu nh gi thi ca i tng trc v sau chin dch PR bit mc nh hng ca n. Khi mt chin dch PR c thc hin, s lng khch hng tham gia mua hng nhiu hn, nh vy c th tnh c gi tr. Hiu qu chin dch c nhn thy qua cc mt: tng doanh s bn, gi c phiu tng (vi cng ty c phn), danh ting cng ty, s ch ca ngi xin vic, gim thiu nguy c khng hong... c) Mt vi s liu nh gi: Bng s lng phn hi: phn hi qua cc phng tin truyn thng, qua knh lin lc ring ca t chc, qua b phn chm sc khch hng... Bng s liu thng k: tin tc trn bo i c nh gi thng qua cc tiu ch: o Kch thc/thi lng ca mu tin. o S lng c gi/khn gi theo di s kin. C th tnh c bao nhiu ngi v nhm ngi no c c hi nhn c thng ip. o Cht lng ca mu tin v ging iu (tonality) ca n. Bng ngun ti liu: cho im cc t bo hoc tp ch. Bng thm d d lun: o lng s thay i kin/nhn thc ca cng chng. VD: phng vn cng mt nhm i tng 2 ln/nm, nu khng thy c s gia tng s lng ngi hiu v cng vic ca t chc th phi tm hiu nguyn nhn (do chng trnh PR khng hiu qu hay do ngn sch qu t?). nh gi s gia tng hiu bit. Kt qu mong mun t c nh th no. Quy tc nh gi mt bi bo (tham kho): Cho im v tr bi bo (30%). Thang im: 3 2,5 2 1,5 1. Tnh cht bi bo, ging iu (70%): Thang im tng t, c tnh +/- ty theo nh hng tch cc hay tiu cc. Mt bi bo cp 100% v cng ty s c im ti a, hoc ch ni
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thong qua s c im ti thiu. Tng im trn s nhn vi kch c bi bo v gi 1 trang qung co cho t bo . T quy tc trn, ta nh gi mt bi bo hon ton ni v xe Ford (y l hng xe chim th phn ng th 2 VN sau Toyota) c ng trn 1/3 trang 9 ca bo Kinh t VN & TG nh sau: nh gi: im v tr = 2, im tnh cht +3, gi 1 trang qung co 10 triu ng (gi s). Kt qu im: 2 30% + 3 70% = 2,7 im. Gi tr bi bo: 2.7 im 1/3 10 triu ng = 9 triu ng. im ct yu ca cch nh gi ny l: phi thng nht khi ra tiu chun nh gi cc bi bo. Vic cc cng ty c cc nh gi khc nhau, iu ny cng bnh thng. Ngay c vic nh gi GDP quc gia cng c kt qu khc nhau gia con s cng b ca VN v con s tnh ton ca quc t. Uy tn ca mt t bo th hin ch no? - S lng pht hnh ch l mt yu t (mc d rt quan trng). - Cht lng, tnh tc ng ln x hi (th hin qua vic to d lun hoc to s hng ng): nht k ng Thy Trm, hc bng Nguyn Thi Bnh, din n nc VN nh hay khng nh... - Cc t bo ngy nay phi hng n cc hot ng sau t bo nh v, khng nh v tr ca mnh: bo Thanh Nin c Duyn dng VN, bo NL c Hi ch vic lm, bo SGTT c chng trnh HVN CLC... d) Cc yu t chi phi hiu qu ca chin dch PR: Mt chin dch PR khi tin hnh phi chu nhiu tc ng, c 5 yu t tc ng chnh khin cho kt qu ca chin dch khng c nh mong i, nh biu din s di y:

2) Kho st tnh hung thc t: a) S kin nc tng Chinsu c cha 3-MCPD vt qu hm lng cho php: - Thi gian: T 24/7/2005 21/9/2005 - Nguyn nhn: Ngy 20/7/2005 C quan cht lng an ton thc phm B (AFSCA) khuyn co ngi dn khng dng nc tng Chinsu (c hn s dng n 17/2/2006) v c cha 3-MCPD vt mc cho php 172 ln c th gy ung th cho ngi s dng. - Tin tc trn c lan truyn trn bo ch VN, Cng ty ch bin thc phm Vitecfood (VN) phi thc hin chin dch PR gii quyt khng hong. - S kin nh du kt thc khng hong: Hp bo ngy 21/9/2005 cho mng chai nc tng th 2 triu c xut sang th trng Chu u. - Pht ngn vin: ng Phm Hng Sn, TG Cng ty Vitecfood. - S thng co bo ch c pht ra: 4. - Cng ty PR h tr: Vietgate.
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Thc tp: Hy nh gi hiu qu ca hot ng PR trong v khng hong nc tng Chinsu. b) Chng trnh V p thc s ca du gi u Dove:

- Website: www.vedepthucsu.com - L do thc hin chng trnh: kho st cho thy ch 1% ph n VN dm khng nh l mnh p. - Mc tiu: thay i cch nhn ca ph n nh th no l p. - Thi gian: 22/7 n 28/7/2006. Thc ra chng trnh ny c pht ng t khong nm 2005 ti cc qun c ph. - a im thc hin: 10 quc gia chu . - Hnh thc: pht phiu iu tra (cc cu hi tham kho trn website ca chng trnh ny). Sau khi iu tra cc thnh ph ln, cc kin c tng hp li. Chng trnh lp ra mt din n, m mt cuc tr chuyn gm mt s nhn vt ni ting. Vn ng mi ngi gi nh tham d: kt qu c hn 100.000 tm nh, t lp k lc Vit Nam l mt cun album nng 8 tn. Chng trnh ny nhm m tn vinh v p ph n v ly c cm tnh ca mi ngi. Kt qu mt con s kho st li v s ngi dm khng nh mnh l p tng ln 5%. Chng trnh ny khng trc tip lng-x sn phm Dove, nhng c th nhn thy y l mt chin lc di hi vo tng lai ca du gi Dove (mt nhn hng ca Unilever) chun b cho sau ny bc vo th trng m phm. Mt s thng tin thm: - Website cung cp thng tin v d n u t xy dng: www.bciasi.com (cung cp thng tin gi 1500 USD/nm). - Website v cc quy lut cm xc: bimatcamxuc.net. - Chi ph ti tr cho chng trnh Chic nn k diu: 1 triu USD. - Bo Tui Tr v Thanh Nin l 2 t bo ngy c s pht hnh ln nht: khong 450.000 bn/k, bnh qun trang qung co c gi 30 triu. Bo Tui Tr c u th pha Nam, bo Thanh Nin c u th pha Bc. Bo Cng An TPHCM: trn 400.000 bn/k (gii bnh dn a chung t bo ny, nhng gii tr thc khng thch lm). - TPHCM, lc 19 gi c khng di 2,5 triu ngi ngi trc TV: Con s ny khng cn c theo s dn (khong 8 triu k c ngi ngoi tnh), cng khng cn c theo s lng TV (mi gia nh c th c 1-3 TV). M cn c theo s h gia nh: cui nm 2006 l 1,4 triu h, vi h s ngi xem l khong 1,8-1,9 ngi/h, ta c s lng ngi xem khong 2,5-2,7 triu ngi. D nhin con s ny khng th bit chnh xc, nhng vi truyn hnh cable c dng u gii m th c th bit chnh xc c bao nhiu my ang xem knh truyn hnh c th no. Tham kho: xem thm v khi nim rating v share trong phn ph lc.

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QUAN H VI GII TRUYN THNG

Hy nhn bit xem y l hnh g?

Nu nhn khng ra, hy lt trang tip sau xem mt hnh tng t, sau quay li nhn hnh trn. Khi cha nhn hnh th hai, ta rt kh nhn ra hnh th nht ch l mt ch LINE, nhng nu sau khi nhn hnh th 2 ri (ch khc nhau bi 2 vch en trn v di) th ta li nhn ra l ch LINE. Ch LINE tn ti hnh th nht, nhng v ta ngh cha thy ci hnh ny nn khng ngh ra n l hnh g. n khi nhn hnh th hai, v thy c ch LINE ri, nn khi quay li hnh th nht s li nhn ra n l ci g. T bi th nghim trn c th rt ra mt nguyn l: C nhng iu m chng ta ngh mnh khng lm c, v nu ngh rng mnh khng lm c th chng ta s khng lm c. Trong PR, ta phi lm nhng vic m ta cha tng lm, nu nh ta cm nhn nhim v m sp giao qu kh khn (thm ch bt kh thi). Nguyn nhn bi v ta cha nhn thy gii php, ch khng phi l v n khng c gii php. Vy th hy hc PR, cng nh hc bt k iu g trong cuc sng, bng cch lun tm nim: bt k vn no trn i ny u c gii php. Ngi lm PR phi yu ngh v lun c thc hc hi tm kim cch thc gii quyt ti u khi i din vi kh khn. 1) Tng quan v bo ch VN: Hin nay, VN c khong 550 650 t bo. S d c con s chnh lch l v c mt s t, theo tiu ch ny th n c xem bo ch, nhng theo tiu ch khc th khng (VD: t bo dy nu n ca b Triu Th Chi c ngi xem n l t bo v n c ra hng thng, nhng c ngi khng xem n l bo v do NXB pht hnh ch khng phi l mt ta son bo). Ta c th phn loi c quan bo ch nh sau: - Bo ch Trung ng nh nc: TTXVN, i TNVN, i THVN, Nhn Dn. - Bo ch a phng: mi tnh thnh c 1 t bo, 1 i PT-TH (ring TPHCM th i PT ring v i TH ring) trc thuc UBND tnh thnh . Trong s cc t bo trn, ch c khong 10 t l c li, cn li sng nh bao cp. - Bo b/ngnh: Mi b/ngnh u c mt t bo. Thm ch trong mt B th cc Cc, V, Vin cng c th c t bo ring. VD: B GT-VT c t Giao Thng Vn Ti; B ny c Cc ng st th c t ng St; Cc ng sng th c t tp ch Cnh Bum... Bo b/ngnh dng tuyn truyn cho b/ngnh mnh, nn cng sng nh bao cp hoc nh vn ng cc n v thnh vin mua ng h, hu nh khng bn ra ngoi. - Bo hi ngnh: Hi nui c king c t C King, Hi ngi nui ch c t Ngi Nui Ch... Cc t ny ch c c gi hn ch l nhng hi vin. - Bo on th: Thanh Nin ca Hi LHTNVN, Lao ng ca TL Lao ng, Tui Tr ca Thnh on TPHCM... y l loi bo c c nhiu nht. L do: thng tin ca bo on th bao qut hn, thng tin cng khch quan hn. Trong khi , bo b ngnh khng th ph phn b ngnh mnh, bo a phng khng th ph phn UBND tnh mnh... * Bo on th khng ch c lng pht hnh ln nht, m cn l bo c mi ngi ch ng b tin mua, nn thng tin trn c ghi nh tt hn. Lm PR phi tc ng n ngi c cng nhiu cng tt, do ngi lm PR phi tp trung to quan h vi bo ch on th.
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* Thc trng VN ch c 10% bo ch lm n c li, mt khc nc ta khng cp php hot ng cho bo ch t nhn, do c tnh trng bn mng-st: mt s bo b/ngnh ch gi tn trn danh ngha v kim sot khu duyt, cn li khon cho cng ty qung co t nhn thc hin ni dung, t cn i ti chnh v phi np v cho cho b/ngnh mt khon tin. Nhn din t bo ny cng rt d: a ch lin h qung co l do t nhn qun l v khc vi a ch ca ta son. V y thu nhp t qung co l ni cm ca t nhn v h phi nm khu ny. Ni dung bo trnh cp n vn chnh tr v ph phn chnh quyn, m tp trung vo nhng vn n khch khc nh thi trang, vn ngh... Cc t bo ny kh d di cho vic t hng, vit bi qung co, thc hin cc chng trnh qung b cho doanh nghip... v ngi thc hin ni dung chnh l cng ty qung co. Do loi bo bn mng-set ny cng c lng c gi kh v nhanh nhy trong vic hp tc, nn cng l i tng ngi lm PR nhm ti (bn cnh bo on th). VD: t p mua mng-set ca Bo nh VN, t Nh p mua mng-set ca tp ch Kin Trc, t Bo nh t Mi mua mng-set ca bo t Mi, t Th Gii Ph N khi u mua mng-set ca Bo Ph N VN; ngoi ra cn c cc t Tip Th & Gia nh, Th Thao Ngy Nay... ni chung cc bo dng ny tng i thnh cng. Trnh lm PR ca cc cng ty ln by gi rt cao: thay v cng ty b tin ra qung co trn bo ch, th h b tin ra mua hn mt chng trnh (thng l thng qua mt cng ty qung co). Nh vy, mc d h cng b tin qung co trn chng trnh nhng tin s quay v vi chnh h (tr mt s chi ph), ng thi cn c th thu c tin qung co t cc cng ty khc. Mt v d chnh l chng trnh Sc sng mi 11 gi tra hng ngy t th Hai n th Su hng tun VTV1. y thc cht l chng trnh PR ca Unilever (thu cng ty qung co lm). Trn th trng cng c t tp ch Sc sng mi gi mi my ngn ng. Unilever lm PR, thay v phi b tin ra th nay li thu c tin qung co t cng ty khc v khin ngi tiu dng phi b tin ra mua ! Thu nhp ca ngi lm PR v xc sut thnh cng t l thun vi mi quan h trong x hi. Mt s cng ty tuyn dng nhn s PR, tr lng cao hay thp ph thuc vo vic ngi c mi quan h vi gii truyn thng nhiu hay t. Thu nhp ca phng vin bo nh ch c 2-3 triu, cc bo ln c thu nhp tng i cao: phng vin mi 4 triu, phng vin k cu cao hn nhiu, cp ph-trng phng c 800-1000 USD. Do thu nhp kh cao, a v x hi tt, nn phng vin bo ln him khi nhng nhiu doanh nghip. Tuy vy, vn c ngoi l: nh li mt quan tham Trung Quc c ni Ci g khng mua c bng tin, th c th mua c bng rt nhiu tin!. Vn phong b ca nh bo: y l vn rt t nh. Ni chung, doanh nghip nn tn dng nhng dp ph hp a nhng phong b va phi (hp bo, mi n tham quan...) to quan h lu di. Cn nu ch i n khi c vic mi a phong b th i khi phi a rt nhiu m cng chng c kt qu g. Tham kho sch v PR: - Qung co thoi v v PR ln ngi. - Ngh PR: y lch s, kin thc, trang b... v PR. - Ph v b n v PR. Sch hay nn tham kho: - Dm thnh cng (sch nh). - B 10 cun Dy con lm giu (c trc 2 tp u).

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2) Nhng nguyn tc xy dng quan h vi bo ch: Nguyn tc s 1: Khi quan h vi nh bo, khng bao gi c hi Th nh bo. L do: gy kh chu to tm l b nghi ng. L do khc l c nhng phng vin nhng v l do no cha c Th nh bo (phng vin phi cng tc lin tc ti mt t bo t nht 3 nm th mi c xt cp Th nh bo). Nguyn tc s 2: Khi xng danh, khng nn gi l phng vin m nn gi l nh bo. Phng vin ch l mt chc danh, ch mt ngi lm mt tc nghip c th trong ta son. Trong khi , gi l nh bo th c tnh cch trang trng hn. Tng t: Bt k ai c bng c nhn lut, hot ng trong lnh vc lin quan n lut php th c th vo Hi Lut gia. Trong khi , lut gia phi c tn trong danh sch on Lut s (vi mt s iu kin) th mi c gi l Lut s. Nguyn tc 3: Khng chy lng xng tm kim mi quan h vi bo ch. Hy khn ngoan chn v tr ngi tt ch ngi ta i ngang v lm quen. VD: i d m ci hy chn nhng bn l ngi (thay v thi quen thch ngi bn ngi quen). Th thut vui: Mt ngi ni ting rt s b mang ting l chnh, nu tnh c gp ngi ni ting i ngang, ta nim n a tay ra bt A, xin cho anh... lu lm mi gp th bo m ngi ni ting ny s bt tay v cho li ngay. Tuy nhin, nu nhu cu cng vic PR i hi phi thit lp quan h bo ch ngay lp tc, th khng th ngi ch to mi quan h c. vo trng hp ny, ngi lm PR phi: Lp danh sch cc t bo (Media list). Lc danh sch cc nh bo ph trch lnh vc lin quan. Ch cn c vi s bo gn nht, thy tn (bt danh) ca phng vin no xut hin nhiu nht th chnh l phng vin cn quan h. Sau , gi in n ta son xin lin h trc tip vi phng vin . Vic hi thm cng phi c i cht th thut: t ra bnh thng, xng tn mnh v tn cng ty v hi thm nh l mt ngi quen bit vi phng vin . Nu phng vin khng c mt ti ta son th tm cch xin s di ng. Mt phng php rt hay l thng qua hi thm mt nh bo quen bit trc (mc d nh bo quen ny khng phi cng lnh vc, nhng nh hi thm gip s thun li hn rt nhiu). Cng c hu hiu ca ngi lm PR: in thoi di ng; danh sch nh bo (a ch, email, ngy sinh nu c, ngy thnh lp bo nu c). iu kh nht l vt qua trng thi b ng khi ln u tin gp g, c 4 trng hp khi bc u to mi quan h: Nam mun lm quen n: N lun cm thy cn phi cnh gic. Do nguyn tc l khng hi tn trc xin li bn tn g?, cng khng gi l em. N gii ni chung rt cnh gic khi mt ngi l ku mnh l em ngt xt. N mun lm quen n: Hy khen mt cch gin tip, t nh. VD: quan tm hi thm vt dng ca ngi i din mua u, lm tc u, may u... N mun lm quen nam: Rt kh do vn ha phng ng. Tuy nhin, cch d dng nht l nh v lm vic n gin no . Nam mun lm quen nam: Bt chuyn bng hi thm (gi, tnh hnh sp xy ra...). Nam gii thng c cng nhiu mi quan tm: thi s, bng , ngi p... * Duy tr mi quan h: Sau khi to c mi quan h, th n cn phi duy tr. C nhiu ngi rt d khi gi in cho ngi khc, ngi ta ch cn nhn s in thoi l bit mnh c chuyn cy cc! Cn hm nng mi quan h bng nhng email/in thoi thm hi, gi tng thip in t, hi thm nhn s kin no , cung cp/hi thm thng tin mi, qu giao t vo cc dp l... Ch trnh cc mn qu i tr m ngi nhn c th tng nhn nhiu ln (cp tp, s tay, lch...). Hin nay c
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nhiu mn qu nh gn nhng hu dng nh: a USB dung lng nh, bt vit, bp ng danh thip, th u i mua sn phm/dch v ca doanh nghip... Hy tham kho cc cng ty chuyn lm qu tng, cc gift-shop gn Zen Plaza (TPHCM)... 3) Nhng nguyn tc cung cp thng tin cho bo ch: 1) Nguyn tc 1: ch cung cp thng tin c thc Hoc im lng, hoc cung cp s tht. Khng cung cp thng tin gn s tht hoc sai s tht. VD: Brad Pitt v Angelina qua VN v t phng khch sn Park Hyatt, phng vin bo Ph N hi thm nhn vin PR c thng tin ny khng? Nhn vin khng nh l khng c. L do l khch sn cam kt vi 2 din vin ny l gi b mt. Nhng l ra trong trng hp ny, nhn vin PR phi ni l cp bc ca mnh th khng th bit c thng tin ny. Mi quan h gia nhn vin PR ny vi bo ch b hng, nn nh thng thng PR cn n bo ch, rt t khi c c hi bo ch cn n PR. 2) Nguyn tc 2: thng tin phi kp thi Khng c khi nim thi gian trong vic cung cp thng tin cho bo ch, mi s chm tr d ch 1 gi hay 1 ngy u c th gy ra hu qu xu. VD1: V nc tng Chinsu c cha cht 3-MCPD b ng bo vo sng th By. Nu h ch n th Hai th s ra th Hai (thm ch s ra th Ba) vn tip tc a tin theo xu hng . Nhng h quyt nh nhanh chng n gp bo ch trong ngy th By trnh by quan im. Nh vy m trong cc s u tun, nhiu bo quyt nh cha vi lm g cn nhc xem bn cht s vic ny l g (thay v h nhau a tin rt bt li cho Chinsu). VD2: V tin n TG Ngn hng ACB. Ban u, ngn hng khng quan tm v ngh y ch l tin n tht thit. n khi khch hng n n ko n th ngn hng mi vi vng nh chnh. Cng may l h kp thi phn ng giai on ny nn ch trong vng vi ngy, tin n nhm b chn ng. 3) Nguyn tc 3: sn sng i thoi vi bo ch Khi xy ra trc trc, lnh o cc t chc thng c khuynh hng n trnh bo ch (co bn, i hp, i cng tc...). y l cch ng x sai lm: khi c s c, bo ch lun quan tm a tin tc v th hin quan im. Cch vit, ging iu ca bo ch c th khin cho tnh cht cu chuyn nghim trng hn hoc gim nh i. N trnh bo ch l t khc t c hi trnh by quan im. 4) Nguyn tc 4: tin trch k, hu trch nhn Mt t chc khi b bo ch ph phn thng t bt mn. Thng thng bo ch khng ng ti tt c thng tin c trong tay, m ch ng mt phn. Sau , bo ch ch thi phn ng ca ngi c lin quan. Nu phn ng tiu cc, bo ch s tip tc ng cc thng tin cn li, cha k k th ca t chc s cung cp thm thng tin cho bo ch. Do , khi b ph bnh trn mt bo, trc ht t chc cn phi t trch mnh cho cu chuyn tr nn rm beng, thay v quay qua trch bo ch hoc k th. VD: Khi xy ra cu chuyn Nguyn Hoi Phng Minh ma kim, nu Cng an Bnh Dng nhanh chng nh ch cng tc th u phi mang ting bao che, v nh vy cha chc b khui ra v n sng ti qun Karaoke. * Thng tin thm: - S khc nghit ca ngh bo: Mt ngi lm cng vic bnh thng, nu b cng ty ny sa thi th c th i cng ty khc lm vic. Nhng nu mt nh bo b mt t bo sa thi th ch cn con ng chm dt s nghip vit bo, v khng c t bo no dm nhn nh bo ny. Nh bo Hong Linh (Tui Tr) sau khi mn hn t trong v n Nm Cam, khng th tip tc ngh bo c na. - K kim thin thot xc khi cng ty n b gii ta: Cng ty khng trc tip ng ra mua (v dn s i n b rt cao), m ch dng bng thng bo t quy hoch. Sau cng ty c nhn vin, ngi nh... i thu mua vi t cch c nhn. Dn s nhanh chng bo cho t nhn vi gi c hp l, cng ty ch vic tp hp tt c v mua bn c nhn ny li.

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PR TRONG THC TIN

Qung co trn bo ch hin nay ni nhiu v cc t gim gi ti cc siu th in my. C th ni cc chin dch PR ca cc siu th ch tp trung vo vn gim gi. Trong khi , cc cng ty SX hng in t li hn ch ti a vic ny. Cc nh SX thng tp trung vo vic lng-x tnh nng, cng ngh ni bt ca mnh. S d c s khc nhau ny l do cc siu th khng quan tm n vn cng ngh (im ct li trong vic cnh tranh gia cc nh sn xut trong lnh vc ny), m ch quan tm thun ty n doanh s, li nhun bn hng. 1) Khi qut v PR: PR l chc nng qun l to ra, pht trin v tin hnh (carry out) chnh sch v chng trnh tc ng ln d lun/cng lun (public opinion) hoc phn ng ca cng chng v mt quan im, sn phm/dch v hoc mt t chc. PR tr thnh mt phn quan trng ca m hnh nhn sinh (pattern of life) v kinh t, x hi, chnh tr nhiu quc gia. Lnh vc ny bao gm qung co, cc hot ng xc tin v tip xc bo ch. PR cng chung sng (coexist) vi cc hot ng tip th v bun bn, to ra mt mi trng trong tt c chc nng bn hng xut hin. Ti nc M, s pht trin mnh m ca nn cng nghip t thi ni chin cho n u th k 20 c lin quan n phc li cng cng (public welfare). Khi cc nh ci cch (reformers) v cc nh hot ng x hi (activists) tin hnh chin dch vch trn s thi qu ca kinh doanh quy m ln, mt s nh t bn cng nghip nhn thy cn phi ci thin hnh nh ca h. T s thc y ny, ngh PR dn tin trin (evolve) nh l mt sc mnh chnh ca kinh doanh, chnh tr, gii tr v x hi ni chung. Nhng nh hot ng PR c nh hng u tin l Ivy L. Lee (lm vic cho t ph cng nghip M John D. Rockefeller), Edward L. Bernays... lin kt PR vi vic nghin cu, tm l hc v khoa hc x hi. Trong th chin th nht, c phe ng minh ln c quc x u c nhng n lc to ln tc ng ln kin cng chng, thng qua tuyn truyn. Khi nc M nhy vo cuc chin, Quc hi Hoa K (Congress) lp ra y ban v Thng tin cng chng nn kin ngi dn ng h cho n lc tham chin ca chnh quyn lin bang. Trc khi chin tranh kt thc, ngh PR pht trin thnh mt cng c quan trng cho chnh quyn v cng vic kinh doanh. Honda c phi l mt nh ch (institutions) khng? Sony c phi l mt nh ch khng? Cu tr li l c, v nhng cng ty ny nh ra nhng tiu chun sn phm m gn nh tr thnh mt chun ngi tiu dng nhm ti. Cc hot ng PR trong th gii hin i gip cho cc nh ch ng u thnh cng vi nhiu vn (problems), xy dng uy tn (prestige) ca mt c nhn hay tp th, xc tin sn phm, c c hoc ginh phn thng trong cc cuc chin php l (legislative battles). Ta n, ngn hng... l nhng nh ch do thng tng x hi quy nh. Nhng cc t chc ni danh cng c coi l nh ch (do h to ra nhng chun mc c nhiu ngi tha nhn). PR qun l vic thng tin n nhiu nhm cng chng khc nhau (ngha l nhng ngi cn thng tin h tr): nhn vin, c ng, khch hng, nh cung ng, nh phn phi, cng ng v chnh ph; qun l nhng t vn chuyn nghip tc ng ln hnh vi ca i tng mc tiu. Mi khi mt t chc quyt nh thc hin mt iu g , ngi lm PR c nhim v truyn t nhng thng tin ny n cng chng bng cch dng nhng phng php thc y (foster) s hiu bit, s ng thun (consent) v hnh vi mong mun. VD: khi mt bnh vin lin kt, mt nh my cng nghip ng ca, hoc gii thiu sn phm mi... tt c u yu cu cc k hoch PR v cc k nng v PR. Cc hot ng PR l mt phn chnh ca qu trnh chnh tr nc M v nhiu quc gia khc. Chnh tr gia tm kim mt chc v (office), i din chnh quyn tm kim s tn thnh (acceptance) v hp tc (cooperation), cc cng chc tm kim s ng h cho chnh sch ca h, cc chnh ph nc ngoi tm kim vin tr (aid) v ng minh (allies) hi ngoi... tt c u dng rt nhiu n dch v t vn c cung cp bi cc chuyn gia PR. PR cng ng mt vai tr quan trng trong cng nghip gii tr. Rp ht, phim nh, th thao, nh
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hng v c c nhn u dng dch v PR tng cng cng vic v nng cao hnh nh ca h. Nhng khch hng khc ca dch v PR l dch v x hi, dch v gio dc, t chc t thin, cng on (trade unions), cc nhm tn gio (religious groups) v cc hi chuyn ngnh (professional societies)... Mt nh hot ng PR thnh cng l mt chuyn gia v ngh thut giao tip v thuyt phc. Cng vic ny lin quan n nhiu chc nng hot ng nh sau: - Lp chng trnh (programming): phn tch vn (problems) v c hi (opportunities), xc nh mc tiu (goals), xc nh nhm cng chng cn tip xc, ln k hoch cc hot ng cn thit. - Son tho v bin tp (writing and editing): thng co bo ch, din vn, bo co ti chnh, thng tin sn phm, cc xut bn phm. - Phn phi thng tin (placing information): theo cch no c li nht. - T chc cc s kin c bit (organizing special events): hp bo, chng trnh trao gii thng, trin lm... - To s i thoi (setting up face-to-face communication): bao gm vic chun b v pht biu bi din vn (speech). - Nghin cu v nh gi (research and evaluation): thng qua phng vn, ti liu tham kho, cc k thut iu tra khc. - Qun l ngun lc (managing resources): bng cch lp k hoch, lp ngn sch, tuyn dng v hun luyn nhn vin t c nhng mc tiu ny. Cn c cc k nng c bit cho vic nghin cu cng lun, quan h vi gii truyn thng, hot ng gi email trc tip, institutional advertising (qung co gy ting hn l bn hng), xut bn, lm phim v t chc cc s kin c bit khc. Cc hot ng PR c tm quan trng c bit M v chu u. trnh lm dng cc k nng chuyn nghip, mt s t chc PR xy dng quy tc o c (Code of ethics) cho cc thnh vin. Trong cc quc gia chuyn ch (totalitarian countries), quyn pht biu trong truyn thng l c quyn (monopoly) v mi hot ng PR l do chnh quyn kim sot. Thc t: Gim c khng c o to lm PR, cc chc nng ca b phn Sales/Marketing cng khng phi l PR. Trong t chc thng xy ra xung t gia b phn PR v Sales: Sales c nhim v bn hng cng nhiu cng tt, cn PR c nhim v gi hnh nh ca cng ty. Nu mun chm dt tranh ci gia 2 b phn ny ngay t u, th PR phi c tham gia vo qu trnh t ra chnh sch (policy) ph hp vi t chc. y c th xem l mt cuc t th gia PR v Sales. 2) Cng lun (Public opinion) Cng lun (d lun) l quan im (attitudes) v s a chung (preferences) ca cng chng i vi s kin (events), tnh hung (circumstances) v vn (issues) c lin quan n mt t chc/c nhn no . N c th o lng bi cc cuc iu tra kho st (survey) hoc bu c (poll). nh hng ca cng lun c c nn (shaped) bi c hon cnh c nh (permanent circumstances) ln tc ng tm thi (temporary influences): a) Nhng hon cnh c nh (permanent circumstances): Nm trong s nhng yu t cu thnh cng lun, quan im sng c m t thng qua nn vn ha i chng (popular culture) ti mi thi im v ti mi vng min. VD: Nn vn ha nh hng vo gii tr (youth-oriented culture) ca nc M vo cui th k 20 nh hng ln thi ca nhiu ngi v s lo ha (aging) v nhng ngi cao tui (elderly). Nhng tnh hung kh ph bin khc nh l chng tc (race), tn gio, v tr a l, iu kin kinh t, trnh vn ha... c th tc ng mnh n quan im ca mt c nhn hoc mt nhm ngi. b) Nhng tc ng tm thi (temporary influences): Mt s yu t tm thi cng nh hng n thi ca cng chng. Trong s ny c k n cc yu t sau:
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- S tc ng (impact) ca chin dch PR hin hnh. - kin ca ngi c th lc (influentials) hoc ngi c quyn th (authoritative persons). - nh hng ca phng tin truyn thng i chng. - Cc chin dch PR phi hp (concerted campaigns). C quan im cho rng cuc i l mt chui action v reaction: mt ngi lm ra mt hnh ng (action) v s c p li bng mt reaction (phn ng). Ngha l tt c nhng g m chng ta hnh ng u gy ra nhng tc ng no (tch cc/tiu cc) n ci nhn ca cng chng v hnh nh ca chnh chng ta. Mt t chc xy dng mt chng trnh PR phi d bo c cng lun s phn ng nh th no i vi cc hot ng ny. VD1: Kotex t chc i nhc hi ti Nng. c v tham d cn phi i bng 3 v bao sn phm Kotex. Kt qu l v Kotext y ng, y l sn phm nhy cm nn v ny b bo ch ln n mnh. VD2: Cc phi cng Vietnam Airlines tuyn bay n Australia b dnh dng n nhiu v chuyn tin/hng lu. Kt qu l hi quan sn bay Sydney c thy phi cng VN l dt ch ra kim tra!? VD3: Chng trnh truyn hnh Nht k Vng Anh vi nhng cnh sang giu gy phn cm ti nhng vng qu cn ngho kh. VD4: Mt trung tm ngoi ng sang trng quyt nh thay i hnh nh ch quan tm n i tng ngi giu, bng cch ti tr hc bng cho hc sinh ngho (cho c tin i li). Chng trnh ny hon ton tht bi v mc cm ca nhng hc sinh ny. Phong cch qun l VN vn thin v mc tiu: s t ci ny, s lm ci kia... Trong khi , cch qun l tch cc l phi xem xt theo m hnh IF... THEN... Nu ta lm ci ny th s thu c phn ng ra sao; nu ta lm ci ny th c th thc thi c khng (tnh kh thi). Khi hoch nh, ta phi m t hon cnh, i tng... chnh xc theo ng bn cht ca chng. M t sai th s dn n quyt nh sai. VD: Bo T. vo nm 1990 thu mt cng ty thc hin cuc kho st c gi nhm mc ch m rng th phn, phiu iu tra c kp trong mi t bo. Kt qu hon ton khng phn nh chnh xc c gi ni chung, v hu ht nhng ngi c thi gian rnh ri tr li vo phiu iu tra ny l nhng ngi trung thnh nht. Nu Bo T. m thc hin theo nhng nguyn ca nhng ngi ny th pht hnh ra cng ch bn c cho nhng ngi ny! m bo tnh khch quan v chnh xc trong iu tra kho st, phi tn trng yu t ngu nhin. Ngoi ra cng phi lu iu tra c khch hng ca i th ch khng ch ring khch hng ca mnh. Khi ra tiu chun, mc tiu... th phi l nhng tiu chun/mc tiu r rng. VD: Khng ra mc tiu ra tay sch s chung chung, m phi quy nh c th xt x-bng trong 15 giy tiu dit vi trng, x nc ra n khi khng cn cm gic nht.... 3) Tuyn truyn (propaganda): Tuyn truyn l s ph bin/gieo rc (dissemination) quan im v thng tin nhm mc ch thuyt phc (inducing) v tng cng (intensifying) thi v hnh ng c th. Bi v tuyn truyn ng hnh vi s bp mo (distortion) s tht v vin vo s say m (passion) v thnh kin (prejudice), nn n thng c cho l di tr v m mui (misleading). Tuy nhin, cch nhn ny ch l tng i. Mc d mt s nh tuyn truyn (propagandist) c th xuyn tc qu ng s tht, mt s khc vn trnh by mt cch trung thc. Gio dc, bt k mc tiu ca n, cng l mt dng ca tuyn truyn. c trng c bn ca tuyn truyn nm mc ch ca n: thuyt phc mt i tng t b mt quan im (attitude) hoc hnh ng (action) m trc ngi ny tn thnh (espouse). Tuyn truyn c th c ph bin bi c nhn, t chc thng mi, on th, t chc tn gio, t chc chnh tr, chnh quyn... mi cp.
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a) K thut to ra s tuyn truyn (Techniques of propaganda generation): Tuyn truyn (propaganda) cng chia s nhiu k thut tng t vi qung co v PR. Trong thc t, qung co v PR c th c xem l xc tin tuyn truyn cho cc sn phm thng mi. Tuy nhin, tuyn truyn thng c hiu l khi nim m ch n cc thng ip chnh tr hoc dn tc, thc hin di dng t ri/truyn n (leaflet), p phch (poster), pht thanh hoc truyn hnh. C nhng k thut sai lm c dng to thng ip. Nhiu k thut trong s ny c xem l nhng ngy bin (logical fallacies) khi m nhng ngi tuyn truyn dng nhng lun c (arguments) v gi tr, mc d i khi nghe c v thuyt phc. Mt lc no ta phi phn tch ngha m thng ip tuyn truyn c truyn i. R rng nhng chin lc gieo rc thng tin (information dissemination strategies) ch c th tr thnh chin lc tuyn truyn (propaganda strategies), khi chng c kt hp vi nhng thng ip tuyn truyn (progaganda messages). Xc nh thng ip tuyn truyn l mt iu kin tin quyt (prerequisite) nghin cu nhng phng php m nh cc thng ip c lan truyn (spread). y l l do ti sao ta cn phi hiu bit v nhng k thut to s tuyn truyn. - Vin vo ni s hi (appeal to fear): Th thut no to ra s ng h bng cch truyn dn ni s hi vo m ng cng chng ra con ma bn c l ba. VD: Goebbels khai thc l thuyt Ngi c b dit vong tuyn b phe ng Minh mu toan hy dit ngi c. - Vin vo uy quyn (appeal to authority): Bng cch da vo pht biu/tuyn b ca nhng nhn vt li lc ng h quan im, kin, lun c (argument) hoc ng li (course of action). c th l mt bi bo/trch dn ca nhn vt c uy tn, mt b lut, mt cun kinh Thnh... n to ra sc nng cho lun c ca mnh, bi v bnh thng ni khi khi th chng ai tin. - Phong tro/tro lu (bandwagon): Tro lu v chin thng cm chc (inevitable-victory) thu ht nhng n lc thuyt phc i tng mc tiu (target audience) i theo ng li: Mi ngi khc u i theo, Hy gia nhp vo m ng. K thut ny cng c (reinforce) mong c bm sinh ca mi ngi l mun v phe chin thng, thng qua vic thuyt phc i tng rng: mt chng trnh hot ng li cun s ng, v gia nhp chng trnh l cn thit. - Thu thp s chng i (obtain disapproval): K thut ny khin cho i tng chng i li mt hot ng hoc mt kin bng cch a ra kin m mi ngi ght, s hoc khinh mit. V vy, nu mt tp th ang ng h mt chnh sch li tin rng: ang c nhng k khng mong mun (undesirable), lt (subversive) hoc bn tin (contemptible) cng ng h n, th nhng thnh vin ca tp th ny c th s thay i lp trng (position) ca mnh. - S dng li hoa m (glitter generalities = nhng li ni chung chung mang ngha ho nhong): Li hoa m l nhng t gy ra cm xc mnh m, c lin h gn gi vi nhng nim tin v khi nim c gi tr cao n mc chng mang theo nim tin khng cn gii thch v sao. Chng thu ht cm xc nh l: tnh yu t nc/gia nh; mong c ha bnh, huy hong (glory), danh d (honor)... Chng c tn thnh m khng cn kim nghim nguyn nhn. D cho cc t ny m h v to ra nhng khc nhau vi nhng ngi khc nhau, th ngha ca chng vn lun c li (favorable): Nhng khi nim v chng trnh ca nh tuyn truyn l lun lun tt, ng m c, c o c. - S hp l ha (rationalization): Nhng c nhn v nhm ngi c th dng nhng li l thun li hp l ha nhng nim tin v hnh ng ang b ng vc. Thng s dng cc cm t d chu (pleasant) v m h (vague). - S m h c ch ch (intentional vagueness): Cc li ni chung chung (generalities) c c lm cho m h n mc i tng c th b khuyt (supply) ngha ring ca chng. Mc ch l khuy ng i tng bng cch dng nhng cm t c nh ngha m khng cn phn tch gi tr ca chng... - Transfer (chuyn giao): y l k thut chuyn gi tr tch cc hoc tiu cc ca c nhn, thc th, i tng hoc gi tr... cho ngi/vt/vic khc, nhm mc ch to ra ngi/vt/vic c chp nhn hn hoc gy ra tai ting. K thut ny thng c dng chuyn trch nhim (blame) t mt
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vin ny sang mt thnh vin i khng khc. - Oversimplification (qu n gin ha): Nhng t ng c li (favorable generalities) c dng cho cc cu tr li cho nhng vn phc tp v chnh tr, x hi, kinh t, qun s... - Ngi bnh thng/gin d (common man hoc plain folks): Tip cn nhng n lc thuyt phc i tng rng a v ca ngi tuyn truyn phn nh thc chung (common sense) ca mi ngi. N c thit k thu c s tin cy ca i tng bng cch giao tip theo cch c x (manner) v phong cch (style) chung ca i tng. Nh tuyn truyn dng ngn ng thng thng (ordinary language), phong cch ring (mannerism) v cch giao tip i din trong vic c gng xc nh quan im ca mnh vi i tng bnh thng. - Testimonial (chng nhn/xc nhn): Testimonial l s trch dn (quotation) mt ni dung pht biu ng h hoc bc b mt chnh sch, hot ng, chng trnh hoc nhn vt. K thut ny da vo ting tm (reputation) v vai tr (chuyn gia, nhn vt c knh trng...) ca c nhn c li ni trch dn c khai thc. Testimonial a nhn xt chnh thc ca c nhn c knh trng hoc c thm quyn vo trong thng ip tuyn truyn. iu ny hon tt n lc khin cho i tng mc tiu t xc nh hoc chp nhn quan im/nim tin nh l n vn c. - S rp khun (stereotyping): Cn gi l k thut chiu bi (labeling), y l k thut c gng khuy ng (arouse) thnh kin ca i tng mc tiu bng cch dn chiu bi ca chin dch tuyn truyn nh l mt nhng th m h s (fear), ght (hate), gh tm (loathe) hoc khng mong mun (undesirable). - Gi u chu bng/con cht th (scapegoating): Gn trch nhim cho mt c nhn hoc mt nhm ngi m h khng thc s chu trch nhim, v vy lm gim nh cm gic ti li/trch nhim ca nhng ngi lin can v/hoc lm xao nhng s ch khi vic sa cha sai lm. - Dng nhng t tt p (virtue words): y l nhng t trong h thng gi tr ca i tng mc tiu, n c xu hng to ra nhng hnh nh tch cc. l cc t ha bnh (peace), hnh phc (happiness), an ninh (security), t do (freedom), lnh o sng sut (wise leadership)... - Khu hiu (slogan): Mt khu hiu l mt cm t c ng n tng (a brief striking phrase). Nu mt tng c khu hiu ha, n c th tr thnh mt slogan tt v tr nn bt h. b) K thut pht ng tuyn truyn (Techniques of propaganda transmission): Cc phng php thng thng pht ng cc thng ip tuyn truyn bao gm: tin tc bo ch, bo co chnh ph, n li lch s (historical revision), sch, t ri (leaflet), phim, radio, TV, p phch (poster)... c) Nhn bit tuyn truyn (recognizing propaganda): Mt vi k thut tuyn truyn c hiu qu nht c thc hin bng cch nh hng sai (misdirecting) hoc lm xao nhng (distracting) s ch c gii hn ca cng chng khi nhng vn quan trng (important issues). Rt quan trng c cc dng tin tc v nhn thy ci g khng c ni n (hoc ch ni n 1 ln v lt qua). Trong thi i ca s trn ngp thng tin, k thut xao nhng (distraction techniques) c th c hiu qu vi hot ng tuyn truyn. Tt c cc k thut tuyn truyn tch cc u c th c kim nghim bng cch i hi thng tin v vic chng c hng ti i tng mc tiu khng. Tuyn truyn phi chng minh c mt quan im no c phi l cch tt nht trong tnh hung hin ti hay khng. i khi, tuyn truyn c th c pht hin bng thc t rng n thay i trc v sau mt s kin then cht (critical event), trong khi m nhiu thng tin trung thc nh y t, khoa hc hoc bt k sch hun luyn no vn gi nguyn trn quy m rng trc v sau s kin. Nu c s khc bit ln, hoc nu c vi bi hc ng gi, hoc xut hin cc cuc gi na m (wake-up call), iu c ngha l nhng g c cung cp trc s kin khng tht s l li ch dn (instruction) m ch l phng on (guessing), hoc nu khng c li gii thch nht qun (consistent explanation) no tn ti th ch th l tuyn truyn.
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4) Tm hiu v 8 c im ca k tung tin vt/tung tin lc hng (disinformationlist): a) N trnh (avoidance): H khng bao gi thc s bn lun trc din vn (issues head-on) hoc cung cp d liu c tnh cch xy dng (constructive input). H thng trnh trch dn cc tham kho (citation of references) hoc ti liu chng minh (credentials). ng hn l h ch n gin ng rng, th, m, l. Hu nh mi th m h trnh by u ng quyn th ca h v cc thng tin u khng c bt k bng chng ng tin cy no. b) Chn lc (selectivity): H c xu hng chn lc i th (opponents) rt k cng, hoc ch nh-v-chy chng li nh bnh lun no ng h i th, hoc tp trung mnh m vo vic tn cng i th chnh. Gi nh c mt nh bnh lun bng nhin thch tranh lun (argumentative) vi mt thnh cng no ca h, tiu im tn cng cng s bao gm c nhng ngi ny. c) Trng khp (coincidental): H c xu hng xut hin bt ng v c phn trng khp ngu nhin vi mt ti tranh ci mi. H s ln mt (vanish) mi khi ti tranh ci tr nn khng cn li lc g. d) Chung sc (teamwork): H c khuynh hng t khen v hp thnh i nhm. D nhin iu ny c th xy ra trn bt k din n cng cng no, nhng phi ang din tin nhng hot ng i chc thng xuyn lin quan n nhng tay nh ngh. i khi h thm nhp vo phe i ch tr thnh mt b nhn rm hoc thit k cc chin thut khc nhm lm suy yu sc mnh i phng. e) Chng li b n (anti-conspiratorial): H hu nh lun khinh b (disdain) nhng l thuyt gia m mu (conspiracy theorist) v thng l c vi nhng ngi no tin rng tng thng J.F. Kennedy khng b L.H. Oswald st hi. Hy t hi ti sao, mt nguyn nhn c th ang c gng nh la mi ngi ti mi ti, hoc n gin l l i nhng nhm m h khinh b. Mt nguyn nhn khc ng n hn l h c ng c ngm trong cc hnh ng ca mnh. g) Cm xc gi to (artificial emotions): Mt dng k quc ca s a cm (emotionalism) gi to v mt ln da mt dy khc thng mt kh nng kin tr v c chp c trong trng b ph bnh ti tp v khng c chp nhn. iu ny c th xut pht t s hun luyn ca h rng: khng h g khi loi b bng chng, khc t mi th, v khng bao gi b cun ht theo cm xc hoc phn ng. Kt qu cui cng l cm xc ca mt ngh s tung tin lc hng dng nh l gi to. Chng hn vi phn ln mi ngi, khi phn ng li trong cn gin d s lun biu l s bc bi trong sut s phn i. Nhng vi loi ngi tung tin lc hng, thng c vn duy tr hnh nh, nn h rt ch ng trong vic nng/lnh i vi nhng cm xc ngy to. Do h thng rt im tnh hoc khng biu l cm xc. i vi nhng k da mt dy, khng c mt li ph phn no c th lm nn lng h, v h s thng tip tc cng vic tung tin ca mnh. h) Mu thun (inconsistent): y cng l khuynh hng to ra sai lm s tit l ng c thc th ca h. iu ny xut pht t vic h khng thc s hiu bit v ti ca mnh, hoc c phn do ni h (freudian). V vy trong khi ni, h dng nh chn su s tht, v h thng n gin trch dn nhng thng tin mu thun. i) Hng s thi gian (time constant): T nghin cu ca New Groups v yu t thi gian, ta thy: Bt k xng no v l phi u c p ng ngay lp tc. Chnh quyn v nhng ngi c thm quyn c th x l n, hy nhanh chng bo tin cho h mi khi c s tung tin. i ph vi ngun tung tin lc hng, nhng ngi x l c ti thiu 48-72 gi tr hon bn bc chin lc phn ng sao cho c hiu qu nht.
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GIAO TIP KINH DOANH (BUSINESS COMMUNICATION)

1) Giao tip trong cng vic? Giao tip tt khng ch dn n thnh cng trong cng vic m cn c ngha thnh cng trong nhiu bi cnh khc: chinh phc/thuyt phc mt i tng, khng nh v tr trong cng ty, ly c thng tin t i tng... giao tip thnh cng, cn phi lu n c nhng hnh thc bn ngoi nh trang phc, dng v, nh mt, n ci... Tuy nhin y khng phi l mt quy lut ng tuyt i. Trong quan h vi khch hng, c rt nhiu ngi mc sai lm quan im trng mt m bt hnh dong: c nhng ngi trng b ngoi rt bnh thng, nhng tht s tim nng ca h rt ln v chnh h mi l ngi mang li nhiu c hi kinh doanh trong tng lai. Tnh hung: Mt khch hng vo ca hng yu cu c mua mt ci t lnh mu tht p. C nhn vin on ngh khch hy bc vo trong xem mt ci t lnh i mi, bo v mi trng, khng ng v chy rt m. Khch hng bc mnh b i khng mua na. Phn tch sai lm: C nhn vin khng c k nng lng nghe. Lng nghe l mt k nng cc k quan trng trong giao tip, hiu c ngi i thoi ang mun g v cn g. T c nhn vin khng hiu ngi khch ny ang tp trung vo th gic v ch quan tm n mu . C nhn vin li khng nm bt c nn dng knh thnh gic my chy m v ph trng nhng tnh nng m ngi khch khng c n tng. Mt s nguyn nhn chnh: Khng lng nghe tch cc: khng bit nhc li khi c nghe thng tin. Lp li li ni ca ngi i thoi khng h k cc, m cn biu th c mnh ang lng nghe. Khng ghi chp, nht l vi nhng con s. Thiu kh nng sng lc nhng thng tin no l chnh, thng tin no l ph. c bit trong trng hp nhn nhiu thng tin cng lc. Khng kin thc nn v ti ang cp. Gp cc thut ng khoa hc, th ng a phng, ting lng, ting tt... Khi giao tip, ta phi cng h quy chiu vi vi i tng (cch ni khc l cng tn s), ch c nh vy ta mi c th ng iu vi i tng v ngc li. Cc yu t khc bit v vn ha, dn tc, ngn ng... cng phi c tnh n. V d: khi ln din n pht biu, ngi VN chc sc khe l bnh thng, nhng nu dch nguyn vn cho ngi nc ngoi nghe nh vy th h s thc mc y u c ai b bnh m phi chc sc khe. Tng t, ta khng th dch li cho hi how do you do theo ngha en ra ting Vit c. Bi hc: mi khch hng mnh v mt vi gic quan no . C ngi mnh v th gic, c ngi l thnh gic, xc gic... H c th tit l nhng th mnh ca mnh qua nhng cu ni/hnh ng v thc. VD: Nu mt ngi ni Sao, do ny sc khe ca anh nghe th no? th c th ngi ny mnh v thnh gic. Bit c ngi mnh bi gic quan no th ta c th chn c cch thc tc ng hiu qu nht. * Tr chi thc hnh: Mi mt s ngi ra ngoi, truyn t mt s ch th cn thc hin (trong c mt vi con s). Sau , ln lt tng ngi tin vo v din t li cc ch th. Tt c h u ni khng y v chnh xc! * Th thut tr gi: ngi bn hng rao gi: 50.000 ng, ngi mua tr 30.000 ng. Nu ngi bn khng ng m ngi mua tr vt ln 40.000 ng th c ngha l h mun mua ri. Ngi bn ch cn gim i cht ri cht gi li l c th bn c. * B quyt nh tn i tc: Nh c tn i tc l mt trong nhng cch thc chinh phc cm tnh. nh c tn nhiu ngi cng lc, nn lin h ci tn ca mt ngi vi c im ca ngi
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 (v d: c A l c mc o , anh B l ngi u tin bc vo, ch X l ngi ln tui...). Ngc li, gi nhm tn ngi khc s gy ra mt cm xc khng thoi mi cho ngi i thoi. Mt vi nguyn tc x giao c bn: Khi bt tay, ngi c a v cao hn, tui ln hn... th a tay trc. Nu ng ng, th n c u tin a tay trc. Khi ln xe 4 ch, sp ngi trc v ngi cho gc ti x. Nhng khi ln xe 14 ch, sp ngi sau lng ti x ( khng phi ko ca khi mi ngi ln xung). Khi m hn x giao, khng c cho bng chm vo nhau, ch hi nghing ngi chm nh 2 u vai o. Khi ngi c th ci khuy o veston, nhng khi ln bc pht biu phi ci li. Mt s tp ngi c bn trong lm vic nhm (da vo cc con vt khc nhau): Con hu cao c: Khng bit ai ht, mnh l trn ht. Khng th ph bnh thng vo mt tp ngi ny, m trc ht phi ng h mt s kin ca h, sau mi b sung mt s . Con h m: Ai lm g cng mc, quyn li mnh l trn ht. Ch cn phn tch cho tp ngi ny thy quyn li b mt mt th h s vng ln lm vic ngay. Con co: Tp ngi ny tng t nh nhng ngi bn hng khn ngoan. Con nga: Bit lng nghe, nhng c hn ch l quyt nh chm. Con nhm: Hay bt mn, ch bai, lc no cng sn sng x lng nhm. Cn phi bit cao, tn dng kh nng ca tp ngi ny h tch cc gp sc vo cng vic ca nhm. Con nai: Nht nht, chng ta khng bao gi ly kin ca tp ngi ny. Hy bt u i thoi vi h bng nhng cu hi n gin (yes/no). Con ch ngao, con kh... Cc cu hi cn suy ngh: - Ta giao thip vi ai trong 2 ngy qua? Ti sao ta cn giao tip? Ta giao tip th no? - Ti sao khi lm vic nhm th c tnh trng khng hiu nhau? Bn c ngh rng i ng m ta ang lm vic khng thnh cng nh mong i l v vn giao tip? Nn giao tip nh th no khuyn khch nhm thc hin d n? i vi mt d n nhm, kt qu thng ph thuc vo vic chia s thng tin. Vn chnh (main problem) l mi ngi u c kin ring v khng ai chu lng nghe thu o quan im ca ngi khc. Mt vn khc l ngi ni din t khng r rng, ging ni kh nghe, ging iu thiu thin cm (ln/xung ging khng ph hp). a) Giao tip (communication) l g? - Gii thch th tc, hng dn, d n... - Hiu v thc hin cc chnh sch. - Tr li in thoi. - p ng cc yu cu t ng nghip v khch hng. - Thng lng cc gii php cho vn . - Tham gia vo h thng (networking). - T trnh by (represent yourself). b) Cc kiu giao tip khc nhau: - Ngi vi ngi (i din, th, email, in thoi...). - Trong mt nhm nh (lp k hoch, gii quyt vn , a ra quyt nh...). - Trong cuc hp (thng lng, m phn mua bn, trnh din...).
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- Trong mt t chc (bo co, bn ghi nh, bng thng bo...). - Trong mt nhm ln (hun luyn, gii tr...). - Qua truyn thng i chng (din thuyt, vit bi cho bo i, qung co, PR...). c) Nhng k nng ca mt ngi truyn t gii: Bi thc tp: Hy ngh v ai bn bit vi t cch l mt ngi truyn t gii. Nhng k nng hoc phm cht no khin h tr thnh ngi truyn t gii? Mt ngi truyn t gii l ngi c cc k nng sau: - Ni v vit r rng. - Bit lng nghe mi ngi mt cch tch cc. - H hiu c ngi khc mun g hiu bit thng qua s phn hi. - Quan st nhng ngi khc khi h ang ni hoc ang nghe. - Cho ngi khc thi gian h ni nhng g mun ni v khng ngt li h. - By t s tn trng i vi quan im ca ngi khc. - Bit t cu hi chng t c s quan tm. - C nhng hnh vi khng dng li (non-verbal) thch hp: iu b c ch (gesture), nt mt... d) Nhng phm cht cn c i vi ngi gi (thng ip) v ngi nhn: - Ni r rng. - t nhng cu hi phn hi kim chng. - i thng vo vn . - Chn knh i thoi ph hp. - Dng cc phng tin trc quan. - Ch (pay attention). - a ra phn hi nh l gt u (nod), hoc vng d (yes) biu th hiu, hoc a cu hi lm sng t (clarification) nhng vn cha r. - Xc nhn (confirm) nhng g ngi khc ni. - Dng giao tip bng mt. e) Qu trnh giao tip: Tng t nh m hnh truyn thng trong bi Vai tr ca PR trong marketing mix. Ta c m hnh sau th hin qu trnh giao tip:

Trong s trn, ta thy thng ip l d liu m ngi pht cn chuyn cho ngi nhn. Nu 2 ngi cng h quy chiu (cng gi tr, nim tin, hiu bit, nhu cu, kinh nghim) th c th giao tip
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c vi nhau, tc l thng ip t ngi pht n c vi ngi nhn. Nu 2 ngi khng cng h quy chiu th giao tip xem nh tht bi. Nhng k c khi 2 ngi c cng h quy chiu, th giao tip vn c nguy c tht bi nhng yu t khc, chng hn nhiu: Nhiu khch quan (ting n, nh sng, nhit , khng gian bt tin...) khin 2 ngi mt tp trung trong giao tip. Nhiu ni ti (nhng lo lng, nhng suy ngh vt thong qua...) khin ngi nhn b st thng tin ca ngi pht. Ta phi phn bit khi nim knh truyn l dng li ni, n ci, c ch, iu b... truyn thng ip; phng tin truyn l giao tip trc tip, dng in thoi, dng vn bn... cha ng thng ip. Chn knh truyn v phng tin truyn khng ph hp cng c th khin giao tip tht bi. VD: c ch nhy mt c th hm s thn thin trong giao tip thng thng, nhng tht bi trong giao tip chnh thc (v Tng thng Bush nhy mt vi N hong Elizabeth). M ha v gii m ng nhin l vn quan trng, ngay c trong giao tip bng ngn ng m , ta cng cn phi cn nhc t ng s dng. N c th to ra hiu qu tch cc/tiu cc mt cch r rt n thi sn sng chp nhn thng ip ca ngi nhn. VD1: Chng trnh ny c ti tr bi Samsung khng hay bng Samsung hn hnh ti tr chng trnh ny. VD2: Trnh cc t c ngha tiu cc khng, gy nguy him... (Xem phn thc hnh 3b). Tnh hung: Mt quy sa b khch hng n phn nn con ung sa b au bng. Cch x l ng n l: - Ghi nhn thng tin v by t s quan tm n tnh hnh sc khe. Khng vi vng tha nhn li, nhng cng tuyt i trnh cc cu hi nghi ng nguyn nhn hoc trn trnh trch nhim. - Mi khch hng i n phng lm vic. iu ny c 3 li ch: Khng gian quy hng l khng thun cho vic giao tip; khi ngi khch bc i th ni bc tc cng b h ha; tm l khch khi bc vo hang hm th cng chn bt. g) Nhng tc ng no i vi ngi pht v nhn thng ip: Bi thc tp: Suy ngh v cc v d c th v nhng can thip v ro cn m bn tri qua trong cng vic khi gi v nhn mt thng ip. Chng c th l: con ngi, k thut, vt l, b tri khng gian (spatial arrangement). Cc yu t tc ng ln qu trnh pht/nhn thng ip l: - Cm xc (feeling), thi /quan nim (attitude), gi tr (values), kinh nghim (experiences), vn ha (culture), t qu trng (self-esteem)... - Cp bc (rank), tnh trng (status), sc mnh (power)... - Thit b h hng, chn knh giao tip sai. - S nhp nhng (ambiguity). - Thnh kin (prejudice): C nh hng rt mnh n cm xc trong giao tip. Ngi c thnh kin ri th hu nh khng th nghe lt l tai bt k iu g na. - Emotional state (trng thi cm xc, tm l). - S s thay i. - S khc t/ph nhn (denial). - ... h) Giao tip khng dng li (non-verbal communication): Bi thc tp: Lm th no bit c ai c hiu c thng ip ca bn? Nhng loi hnh vi
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no m bn cn lu vi ngi khc? Lit k vi du hiu khng dng li (non-verbal) khuyn khch/ngn cn (encourage/discourage) bn giao tip vi nhng ngi gp g trong cng vic? Nhng kiu giao tip khng dng li: - Tip xc nh mt (eye contact). - Biu cm nt mt (facial expression). - T th ng/ngi (the way we stand or sit). - iu b/c ch (gesture). - Khong cch n ngi i din: phi gi khong cch ph hp vi tnh hung v hon cnh. Khong cch thn mt: 0-45cm (ch dng vi ngi thn thit). Khong cch c nhn: 45-120cm. VD: khi ngi bn, khi ngi trn cc bng gh cng cng (my bay), vic ngi ng ci ch l hm ch ny l ca ti. Khong cch cng cng 1,2-3,6m. Khong cch x hi: trn 3,6m. - c im ging ni (voice characteristics). - B tr khng gian (spatial arrangement). i) Giao tip dng li: Phi tun th cc nguyn tc sau: KISSS: Keep It Strong, Short and Simple (mnh m, ngn gn v n gin). KILL: Keep It Large and Legible (bao qut v r rng). 6W1H: Why? What? Where? When? Who? Whom? How? m bo cc yu t 6W1H th thng tin s y ngha ( c th dng c). k) Lng nghe tch cc: Lng nghe l mt k nng quan trng hiu v t gii quyt c vn mt cch ng n. Ngi nghe phi c thi lng nghe tch cc hiu c thc ra ngi ni mun g. Ngi nghe phi phn bit c ph bnh v bnh phm: ph bnh mang tnh gp trc tip i phng chnh sa; bnh phm l ch bai ngi th 3. Hiu c nhng tnh hung phc tp (complex situation). Nhn ra (recognize) cm xc n trong thm tm hoc dng su xa ca ngi ni. Xc nh c nhu cu v vn ca khch hng. Gii quyt c c vn k thut ln vn con ngi. Lm vic hiu qu vi mi ngi. Tham gia vo vic lng nghe tch cc: lng nghe mi ngi ni; hi thm cc cu lm sng t vn ; dng giao tip khng dng li gi i tn hiu tch cc. Ro cn cho vic lng nghe c hiu qu: Ngt li. cho cm xc chi phi s ch tm lng nghe. Thiu kin thc nn tng v ti ang nghe. Nhng k nng cn thit cho vic lng nghe tch cc: Ch tm (attending skills): biu th bn ang ch tm theo di, thng qua ngn ng c th, nh mt, ting ng nh... Theo kp (follwing skills): a ra s ng vin (phn hi nh, s im lng chm ch...). Phn hi (reflecting skills): lp li nhng phn quan trng, phn hi cm xc, tm tt nhng ch im chnh...
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l) S thu cm (empathy): By t s thu cm c bit hiu qu trong trng hp giao tip vi khch hng ang ni gin v cht lng sn phm/dch v gy nh hng tai hi cho h hoc ngi thn ca h. - n nhn nhu cu ca mi ngi mt cch nghim tc. - Bc l thi v cm xc trn trng. - Tn trng tnh ring t, kinh nghim v gi tr ca ngi khc. - Lng nghe tch cc. - Khuyn khch hn na tnh t m (elaboration) v r rng (clarification). - Dng ngn ng c th v ging ni nim n (warm vocal tone). - Xa b cc thnh kin (bias). - D dt (reserving) khi a ra s ph bnh (judgement) v li (blame). - ng h mi n lc c gng tm ra gii php. S thu cm khng phi l s thng cm. Khi nghe vi s thu cm, d i khi ch mc ti thiu l lp li cu chuyn thi, cng ngi ni cm thy c lng nghe. Khi nghe ngi khc tm s, ngi nghe thng c cc thi p li nh sau: T ti nghip, thng cm. iu tra. Cho li khuyn. Tm hiu. Quan tm gip . ng ngoi cuc, n trnh. Cc thi ny khng th hin c s thu cm. Thi tt nht l ngi nghe phi t mnh vo v tr ngi ni hiu c ngi ny thc ra mun ci g. m) Nhn thc vn ha (cultural awareness): Khi nhn thy mt ngi: li mt chic xe chu u c uy tn (prestige European car); t chi mc ng phc; c hnh xm; x khoen mi... chng ta c th c nhng nh gi, nhn nhn khc nhau ty thuc vo nn tng vn ha v phong cch ng x ring ca mi ngi. Chng ta cn phi hiu rng, c nhiu nn tng vn ha khc nhau, do i hi phi c lng khoan dung (tolerance) trc nhng khc bit v gi tr, nim tin, thi ... n) K nng t cu hi: y l mt trong nhng cng c quan trng trong vic giao tip. C 2 dng c bn ng hoc m: - Cu hi ng (cn gi l cu hi yes/no): tng i d trong vic tr li, kim tra c i tng c lng nghe khng. - Cu hi m: l cu hi yu cu ngi tr li phi din gii. Ngoi ra, cu hi cng c th c phn loi l c nh hng hoc trung tnh: - Cu hi c nh hng: c th bng t ng, hoc c ch (nhn mt, nhu my...) i tng hiu c mnh mun ci g v to p lc ln cu tr li. - Cu hi trung tnh: cu hi khng lng mt c , n no trong . Trong thc t, c nhng cu hi mang tnh ngh thut ngn ng rt cao. Chng hn cu hi tr li: khi c t ra mt cu hi kh, ta c th tr li theo kiu ti cng ang bn khon v vn ny, ti ang mun bit anh ra sao?. C nhng cu hi a ra khng phi hi, m l thm d thi phn ng ca ngi i thoi.
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CU HI Bn n tui trng thnh cha? Ch ngh g v bi bo ny? Anh i u? Anh c ng tnh vi kin ca nhm khng? Anh c ng tnh vi kin sai lm/tuyt vi ca nhm khng? V sao ch quyt nh nh vy? Anh khng ngh l chng ta phi lm nh vy sao? Ch ngh sao v quyt nh ca nhm? Chng l phi b nhim mt ngi bt ti vo chc v y sao? Anh ngh sao v ci cch tng chi ph mt cch ti t y h? Anh ch i ngh h u, trong nc hay ngoi nc? Anh c lun c gng ng gi khng? Ch thch mu xanh hay mu ? Ti sao anh c thi kh chu nh vy ch? Gia th thao v in nh, anh chn ci no? Anh n nh anh X cha? Ti sao anh lun ngh nhng gii php khng kh thi nh vy? Hay l chng ta nn ngng bi tp y? Anh chn ng hay sai? Anh ch ngh g v nhng li mc phi? t nht bn c bit m n mi khng ?

TT

M C H

TT

NG C H

(*) Trong cc cu hi trn, ta t gi s ging iu bnh thng (khng ln/xung/gn ging). (**) C kin cho rng rng cc cu hi la chn nh xanh/, ng/sai l cu hi phi nu ra quan im nn thuc loi cu hi m. Tuy nhin, hp l hn l ta xp chng vo dng cu hi ng, v thc ra ngi tr li ch c la chn trong khun kh m ngi hi nu ra (ngay c khi ngi hi nu ra 3 la chn th vn l cu hi b gii hn trong mt phm vi ng). 2) Giao tip vi khch hng (customer/client): K nng giao tip (communication skills) trong phc v khch hng: Mi khch hng c tha mn nhu cu u c tim nng em n cho doanh nghip nhng ngi khch hng mi (thng qua s gii thiu). Cht lng phc v lun c nh gi cao v s hi lng ca khch hng cho bit s thnh cng ca doanh nghip. Chng ta cn phi bit lm th no : Cho n khch hng. Xc nh v p ng nhu cu ca h. Gii quyt cc vn bng cch t vn vi khch hng v a ra cc la chn (options). Bi thc hnh: Suy ngh v mt tnh hung khi m bn nhn c mt dch v ti. Lit k hnh vi ca ngi khin bn c cm gic dch v ti. a) Cho n khch hng (greet clients): - Ci: Hnh ng n gin nhng hiu qu. Nhiu cng ty cn m kha hun luyn cho nhn vin v cch ci sao cho gy c thin cm nht vi khch hng. - T ra sn sng gip khch hng. - Khin khch hng cm thy c c bit coi trng bng thi tip xc lch s, thn thin v chuyn nghip. Tnh hung 1: nhn vin ang nh my, khch hng bc vo th phi x l ra sao? Nhn vin khng th va nh my va mi khch hng ngi, v vic nh my c th dng li c. Mc d va nh my va tr li tuy khng c vn g v mt ngn ng, nhng vn gy ra cho khch hng ngn ng hnh th rt xu. Cch hnh x ng n l nhn vin phi dng vic nh
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my li v tp trung vo vic n tip khch. Tnh hung 2: nhn vin ang tip chuyn in thoi, khch hng bc vo th phi x l ra sao? Nhn vin khng th tip tc cuc in thoi (d c ci cho ra du mi khch hng ngi) v s to cho khch hng tm l ngi ang ni trong in thoi quan trng hn. Cch ng x ng l nhn vin phi xin li ngi trong in thoi, nhanh chng mi khch hng ngi ch v tip tc cuc in thoi; cuc in thoi kt thc th s quay sang tip khch ang ngi ch. Ghi nh rng khch hng lun rt nhy cm vi suy ngh ai l ngi quan trng hn?, do khng bao gi c khch hng c cm gic rng mnh ang b xem l ngi km quan trng. Khch hng tim nng v khch hng ang c, ai l ngi quan trng hn? Khch hng ang c l ngi quan trng hn v h cng ng thi l khch hng tim nng: nu h hi lng vi sn phm/dch v ang c th h s gii thiu cho nhiu ngi khc s dng theo. Tuy nhin khng v th m khch hng tim nng thiu quan trng, nhn vin gii phi bit cch bin khch hng tim nng thnh khch hng thc s. b) Xc nh v p ng c nhu cu khch hng: - Hiu bit cc dch v ca cng ty bn mt cch thu o (thoroughly). - Theo kp (keep abreast) vi s thay i v cp nht. - Lng nghe phn hi ca khch hng (lng nghe tch cc v cc k nng t cu hi). c) T vn khch hng gii quyt vn : - Thu thp ton b s vic bng cch dng cu hi m khuyn khch cu tr li chi tit. - Lng nghe khch hng. - ng cm bng cch trnh by li (restate) s vic v dng ngn ng c th tch cc cng c s quan tm ca bn. - Tng hp s hiu bit ca bn v vn , kim tra li vi khch hng v tha thun (agreement) hoc s thay i. Tp trung mt cch nh nhng nhng kin quyt trong vic khai thc chi tit. - Hy chun b cho vic thng lng (negotiate). - Hnh ng gii quyt vn v thng bo (inform) cho khch hng trong sut qu trnh. d) i x vi khch hng kh tnh (diffficult customers): Ta phi hiu khch hng lun c nhu cu sau y: Cm thy c hoan nghnh (feel welcome). c phc v nhanh chng (prompt service). Cm thy h c nghe, c hiu. c i x tn trng. c nhn nhng thng tin, li khuyn chnh xc v ng tin cy. c gii quyt nhng vng mc m h gp phi. V vy, chng ta phi: Tp trung vo nhng nhu cu ca h. Quan st nhng du hiu, c ch cho thy h mun c chm sc. Thng bo r rng cho h bit khi h phi ch i. e) S dng in thoi hiu qu: Khi gi in thoi phi ch nhng nguyn tc sau: T gii thiu mt cch lch thip nhng thn thin. Nu gi cho mt ngi l, phi ngay lp tc t gii thiu. Gii thch ti sao ta c s in thoi ny.
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 cho ngi nghe cm gic d chu. Khi nhn cuc in thoi: Tr li khng chm hn 3-4 hi chung. Cho mng khch hng. Lng nghe tch cc. Ni vi ngi gi nhng g c ghi chp li. Kt thc cuc gi mt cch lch thip (courteously) Cm n v gi. 3) Thc hnh: a) Phn tch cc t th sau tt hay khng tt: Ghi nh cu ni: Khng c c hi ln 2 gy n tng ln u. Do , mt c ch/t th v tnh c th gy ra mt n tng xu ni i tc. Khi i ra ng, khi i gp i tc phi lun bit chm cht v t th, iu b/c ch, trang phc...

- Ngi 1: n trnh, th ng. - Ngi 2: bung xui, hi bng quang. - Ngi 3: ngo mn, thiu tn trng.

- Ngi 1: lng nghe, nhng l thuc. - Ngi 2: tch cc, t th hi cng. - Ngi 3: b trn, lnh o.

si chn ln, hp tp

ng nh, l m

vi vng, cp rp

r, bi quan

Khi ng/ngi, t th c th thoi mi nhng khng thi qu

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Khi ngi, lng da thng s to dng t tin, nghim tc. Ngi khoanh tay s to cm gic khp kn, phng th, khng rng m. Ngi bt cho chn, khng c h khong gia 2 chn v l phn da chn.

Hn ch cc ng tc tha: cho chn, gi u, t kha tay... Khi 2 ngi giao tip, khng bt ngi gia chu ng nhng chuyn khng lin quan. b) Din t tch cc: Cc t tiu cc: chng, khng, khi, b, thiu, s, nguy him, bt tin... Cn hn ch ti a vic dng nhng t ny. Ngoi ra, phi lu thm cc yu t sau: - Cc cu thiu ch ng s gy ra cm gic thiu tn trng. - Cc cp ngn ng: s dng cho ph hp Bnh dn: c th dng trong vn ni to thn mt, nhng khng dng khi nghim tc. Ph thng: bo ch dng loi t ng ny. Chau chut: dng trong cc ti liu, vn bn chnh thc. - Yu t khch quan/ch quan: Anh y lm vic sun s: anh y lm ch ng to cm gic ch quan. Cng vic lun sun s khi giao cho anh y: cng vic lm ch ng to cm gic khch quan hn. Hy chuyn cc cu tiu cc sau y thnh cu tch cc: CU TIU CC ng s khng phi lo lng g u. Khng bao gi xy ra vn g vi anh ta. CU TCH CC Xin ng hy an tm. Qu khch s hon ton an tm. Anh ta lun lm vic sun s. (ch quan) Mi cng vic vi anh y u sun s. (khch quan)

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Lm vic vi chng ti qu khch hon ton an tm. Mi vic c bo m y . Ti liu ny dng cho anh tham kho. Chng ti ang tnh ton li gi (thi gian xong l...) Xin cho s T chng ti bo gi vo lc... Vn phng chng ti cch y khng xa. Chng ti rt gn y (cch 200m/5 pht i b). Khng h g u. Mi chuyn u n. Ch khng lu u anh . Anh vui lng ch 5 pht. (khng ni chung chung ch mt cht) Khng cn s la chn no khc u. l la chn tt nht. Chng ti s trnh cho qu khch mi th Th tc ca chng ti ht sc thun tin. tc phin h. Chng ti s thc hin cc giy t cn thit. Khng c g nguy him. Tt c u an ton. Chng c g ng ngi u. Mi vic u sun s. Mt hng ny khng ai cnh tranh ni. y l sn phm hng u v mt... Sn phm ny t gii thng... Anh khng th tm ra c hi tt hn u. y chnh l c hi tt nht cho anh. c) Chn cu din t li sao cho ng nht (theo bn): Mt cu pht biu, khi nghe xong ta thng hiu khng trn . V nguy him hn l khi din t li th b sai : mc d khng nht thit phi lp li y ht tng li nghe, nhng phi bo m li din t li phi th hin ng nhng ni dung ban u. Nguyn tc c bn l phi ghi chp nhng g quan trng, c bit l nhng con s. Cng phi hi li ngi pht biu chc chn nhng vn mnh cha nm c. CU PHT BIU CU DIN T LI Ti rt thch i chi d ngoi, v 1. Anh ta thch hot ng th thao v n thay i so vi l dp ht th khng kh trong cng vic hng ngy. lnh, hot ng th thao v qun bt 2. Anh ta thch i ngoi vn ng c th, ht th cng vic cng thng. khng kh trong lnh v cng l dp th gin. 3. iu anh thch khi i d ngoi l c sng vi khng kh trong lnh, xa lnh mi ngi v qun ht cng vic. Ti cm thy mnh ht thuc nhiu 1. Anh thy mnh lm dng thuc l v mun bt li, nhng khng bt ni phi khng? qu. Ti mun bt ht nhng khng 2. Anh bit thuc l c hi cho sc khe nhng l nghin ngh lc thc hin. ri nn khng b ni phi khng? 3. Anh th dng ko Bimin xem, ti c anh bn dng n cai thuc, cng hiu lm y! m nhc l mt am m ca ti, 1. l do thi gian hay thiu iu kin ti chnh? nhng rt tic ti khng c thi gi. 2. ng y, ti cng m m nhc lm! 3. Anh ly lm tic khi khng c nhiu thi gian dnh cho m nhc ? Xin li ch, ti b bnh au d dy, 1. Ch y c nhiu iu lo lng nn b lot bao t, v vy thi gian qua cng vic ch y nhn vi chng ti ti pht nhiu ln trong sut my khng c tin trin nh . thng qua nn khng dnh ht tm lc cho d n m chng ta nht 2. Ch y bo cho chng ti v l do sc khe nn khng thc hin c nhng iu tha thun. ? tr tin hnh. 3. V pha chng ti cng c tr ngi nn d n chng tin trin c bao nhiu. d) Nhng cu ni khng hay khi giao tip vi khch hng: - Khng th c. - ng ngh ti ch lm vic thi sao?
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Lm n vi chng ti th khi s g c. Khng cn bo m thm g na. Ti liu ny cha c g rng buc anh c. Chng ti cha xc nh c gi.

- khng phi l vn ca ti. / Ti khng phi l vn phng cung cp thng tin. - ng u phi l khch duy nht y. / Chng ti ang c c rt nhiu khch cn phc v. - ng khng th i c nh mi ngi ? - ng ri! ng ri! - khng phi l li ca ti! - ng khng nhn thy thng bo ! - Ca u tin bn tri! - Vic g th? - ng mun g? - Cui cng th ti s l ngi phi hng trch nhim. - Chu thi! Cng vic ngp u ri. - Lc ny khng phi l lc gii quyt vic ny. - Ti khng phi l ngi ra quyt nh. - ng , c ngi s gii quyt. - ng c th xc nhn li vi ti bng vn bn? - Ai li c th i ni vi ng iu ! e) Tip khch: Ln u tin bc vo vn phng mt cng ty i tc, mt ngi khch tin n quy tip tn v c th gp phi nhng tnh hung sau. Hy phn tch c ch, hnh ng: - Nhn vin tip tn ang ni chuyn, gt u cho khch v tip tc ni chuyn in thoi. - Nhn vin ang nh my, ngng u ln cho v hi Ti c th gip c g cho anh, tay vn tip tc nh my. - Nhn vin cho mt cch lch s nhng khng nhn vo mt/khng mm ci. - Nhn vin ngi trn gh, cho rt lch s v thn thin. g) Tnh hung tip in thoi: Mt khch hng gi in li hi mt s thng tin, nhn vin nhn cuc gi ny phi lm sao trong mt s trng hp sau: - C ta c th tr li, mc d y khng phi l trch nhim ca c ta. - C ta c th tr li, nhng lc ang rt bn. - C ta khng bit cu tr li, nhng c ta bit ngi c th tr li. - C ta khng bit cu tr li, ng thi ngi ph trch vic ny i ra ngoi. h) X l cc than phin ca khch hng: Khi mt khch hng (bn ngoi hoc ni b) khiu ni, thng thng bn phn ng th no? Chn hnh vi no di y gn ng nht vi thi thng thng ca bn: - C l hoc giu nhm li ca bn, trt trch nhim cho ngi khc nu c th. - Bn phng th, bo cha, thm ch sn sng tranh ci vi khch hng. - C gng n b cho khch hng theo mt cch no . - Lng nghe mt cch cn thn, v c gng x l vn nhanh gn.
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- Xem xt nhng li than phin mt cch tch cc, coi l c hi ci thin quan h vi nhng khch hng cha hi lng. MT S NGUYN TC V LI CH: - Chnh sch hu mi phi lm trc khi bn hng: Khng phi khch mua hng ri ta mi chm sc, m trc khi khch mua hng th ta chm sc ri. - Gi tr khch hng khng ph thuc gi tr mn m khch mua: Mi khch hng mua t hay nhiu u l khch hng ca cng ty. Khng phi khch mua nhiu l con c ln, cn khch mua t l con c nh. - Ta c th b ra 100 ng lm qung co c c 10 khch hng. Nhng ch cn b ra 10 ng lm cng tc hu mi v chm sc khch hng th ta s c c 100 khch hng. - Khch hng mi ca ta n t khch hng c: Khi khch hng hi lng v sn phm/dch v ca ta, sau lng mi khch hng l 10 khch hng khc c c do truyn ming. - Chnh sch chm sc khch hng phi c thc hin bi tt c mi ngi: VD bn mt ly c ph sao cho hi lng khch hng, cn c t nht nhng ngi sau y: ngi gi xe, ngi phc v, ngi tnh tin, ngi pha ch... tt c ngi ny phi phi hp hot ng n vi nhau. H cn c i x khng phi nh nhng nhn vin, m l khch hng ni b. Nhng cng ty no lm tt chnh sch chm sc khch hng theo cch ny u rt thnh cng trong kinh doanh.

ACCOUNT MANAGEMENT
1) Mt s khi nim: Qung co (advertising) l lm cho cng chng bit n hoc gi (call) s ch ca cng chng v mt sn phm, dch v hoc cng ty bng cc thng bo tr tin (paid announcements), nhm mc ch tc ng n nhn thc (perception) khch hng hoc khuy ng (arouse) khch hng, khin h mun mua sm hoc tham gia vo mt hot ng c th. Qung phi t c tiu ch AIDA (Attention Interest Desire Action): gy ch thch th ao c hnh ng (mua sn phm/dch v). Mt thng co (notice), nh l p phch (poster) hoc thng bo tr tin (paid announcement) trn bn in qung co (print-ad), phng tin i chng (pht sng hoc qua mng) c thit k thu ht s ch ca cng chng. Vit Nam ch trng nhiu n qung co trn truyn hnh (1 spot trn VTV tn 50 triu ng vo gi cao im). xem mt tit mc qung co hay/d, ta phi nhn vo ci insight ca n ni ln c ci g (phn chm ca tng bng tri), l iu m ngi ta mong mun nhng khng ni ra. nh gi mt chng trnh truyn hnh c nhiu ngi xem hay khng, ngi ta dng rating. Cng ty nghin cu th trng TNS Vit Nam kho st bng cch pht mt cun s (diary) cho cc i tng cn xem xt.
Di y l mt cch gii thch n gin ca khi nim RATING v SHARE (c 2 u tnh theo %) RATING = s h bt mt chng trnh truyn hnh tt c cc h c TV SHARE = s h bt mt chng trnh truyn hnh tt c cc h ang bt TV (HUT) V d: Mt chng trnh truyn hnh pht mt a phng c 1 triu h c TV, trong c 800.000 h ang m TV v 400.000 h ang theo di chng trnh X. Rating ca chng trnh ny l 400.000/1.000.000 = 0,4 = 40% Sharing = 400.000/800.000 = 0,5 = 50% Ta c th d dng thy c Sharing ca mt chng trnh lun ln hn Rating ca n. * Trn y ch l cch tnh Rating v Sharing n gin cn c theo HUT (households using TV), cch tnh chnh xc hn l cn c theo PUT (persons using TV). www.tinhvi.com - 85

Mi gii qung co (Advertosing Agency): - y l mt ngnh kinh doanh chuyn thit k v vit cc qung co. - Cng ty PR/dch v qung co l cng ty dch v c lp, h k hp ng vi cc ngi qung co (advertisers) l cc cng ty hoc c nhn mun tm kim khch hng cho dch v/sn phm ca mnh, nhm qun l vic qung co cho cc advertisers ny. Mt vi Ad agencies ang hot ng Vit Nam: Saatchi & Saatchi, JWT, LOWE, Leo Burnett, VAC (t Vit)... M hnh ca mt cng ty mi gii qung co:

Account l ngi hiu bit y v lnh vc chin thut qung co v c th qun l k hoch truyn thng tch hp (integrated communication plan) t u cho n cui. Ngi lm Account cng phi hiu bit y v lnh vc/i tng m mnh ang thc hin. VD: nu ang lm mt d n v bia, Account phi hiu r i tng ung bia lm g, thi gian biu ca h, thi quen, s thch... y l lnh vc duy nht m ngi ta c th ti a ha v sng to, chin lc v k nng kinh doanh pht trin v sp xp phi hp (co-ordinate): qung co (advertising), xc tin thng mi (sales promotion), tip th s kin (event marketing), tng tc (interactive) v bn hng trc tip (direct marketing). Bn hng trc tip khng ch p dng trong B2C (Business to Customers) m n chnh l phng thc bn hng quan trng trong B2B (Business to Business): khch hng ca B2B l i tng doanh nghip, s lng rt t nn vic qung b trn truyn thng l khng hiu qu; thay vo phi tip xc trc tip bn hng. 2) 5 vai tr ca Account Manager: a) L mt s quan lin lc (Liaison Officer): L i din ca Agency (cng ty qung co) trong vic giao dch vi khch hng, hay ni khc i Account Manager chnh l b mt ca Agency.

b) Account Manager cng l ngi cng trng coi thng hiu (Co-Brand Custodian): Account Manager = Brand Manager
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Chnh xc hn, Account Manager ch tng ng vi Brand Manager trong lnh vc qung b pht trin thng hiu, trong khi Brand Manager phi ph trch mi mt ca thng hiu. c) L hoa tiu cho thng hiu (Brand Navigator): Thng hiu ang u? Thng hiu s u? Lm th no i n ? BNG KIM TRA SC KHE THNG HIU Vic kinh doanh phi tp trung (focus) vo u? Brand Scope - Xc nh vic kinh doanh (business definition). (phm vi thng hiu) Brand Performance (thnh tch thng hiu)

Brand Opportunity/Source (c hi thng hiu)

Brand Barriers (ro cn vi thng hiu) Brand Team Goals (cc mc tiu thng hiu)

- Xc nh sn phm ct li, phn khc v sc cnh tranh. - Cc nhn ph ch yu (key sub-brand), sn phm, dch v. Chng ta c th mnh no? - Doanh thu/lng bn (sales) v th phn (share). Lng bn nhiu nhng nu gi bn thp th th phn vn thp. - S thm nhp vo khch hng (customer penetration). - Theo di (tracking) th trng v hnh nh thng hiu. Yu cu i hi ta phi pht trin u? - Xu hng chng loi (category) v cc yu t mi trng. - Nhng i tng chnh (key audiences). - Cng vic trung tm (core business) v sn phm mi. - Gi tr ti sn thng hiu (brand marketing asset). Nhng g ang nm chn trn ng i ca chng ta? - Cc loi mi e da: thay i chnh sch, tm l tiu dng... - Cc vn ni b. - iu g dng ta dy trong m? (keeps us up at night?). Lm th no i n ch? - Tm nhn tip th (marketing vision). - Cc chin lc chnh v sng kin hnh ng (initiatives). - Cc u tin pht ng tip th (marketing driver): s nhn bit (awareness) thng hiu, truyn ming, cm xc (emotional) vi thng hiu... l cc kha cnh m ta cn tc ng.

Nhng phng php to ra nhu cu/c hi: bit c khch hng (doanh nghip) ang cn g khng phi n gin, ta c th cn c theo cc ngun sau (y cng l cc ngun khch hng tm kim c hi kinh doanh): t ra (tapping into) cch s dng mi. VD: c ph thng ung bui sng, cn khai thc cch dng mi nh: i lm vn phng ung c ph, cn sng to ung c ph... Tm kim knh (channel) mi. C 2 knh chnh: o Traditional/General Trade (GT): knh truyn thng nh ch, ca hng tp ha... o Modern Trade (MT): knh hin i nh siu th, trc tuyn... VD: Chai thy tinh RGB (Returnable Glass Botton) nhm vo knh qun (ung ti ch); chai nha PET nhm vo knh mua mang i ung ch khc. Pht minh cng ngh mi m n s t ra mt xu hng mi. Cun ht khch hng bng nhng nhu cu mi ca h (new need of consumers). VD: to ra nhu cu dng WiFi ti cc qun c ph. Sng to ra sn phm mi. Tm kim ngi dng mi. d) L s quan hu cn (Logistic Officer): Bo qun ngn sch: Cc cng ty a quc gia thng c k hoch chi tiu c th hng nm cho PR, ngi lm PR phi cn c theo phm vi ngn sch ny t chc hot ng sao cho hiu qu nht. Cc cng ty VN thng chi tiu theo tng d n (project-by-project). Cung cp cc phng tin, cng c cn thit cho hot ng thng hiu. e) L nhc trng (Conductor): Bo m s ha iu (harmony), khng lc iu. Agency phi lin kt cc khu khc nhau sao cho
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kt qu l tt nht. VD: Khi thc hin mt b phim qung co, khu din vin c th do Casting Agency thc hin, trin khai do Production thc hin, duyt kch bn l do khch hng (v phi cn nhc n yu t kim duyt)... Agency ng vai tr u mi lin kt cc i tc ny li. Phn bit Media v Communication (cng hiu l truyn thng): - Media: Xut pht t ch Medium (s t ca phng tin) dng ch gii bo ch. Ngi lm cng vic Media tp trung vo vic quan h vi bo ch thc hin nhim v truyn thng. - Communication: Ngha rng hn, l s truyn thng n mi i tng, khng ring g bo ch. thc hin tt nht nhim v ca khch hng, hin nhin Agency cn nm bt y thng tin ca khch hng. Khch hng c cung cp hay khng li thuc quan im mi cng ty: Cc doanh nghip VN thng khng share y , trong khi cc doanh nghip Nht Bn li sn sng nu cng ty Agency xy dng c uy tn ca mnh. Agency thng khng lm cho 2 khch hng ang cnh tranh nhau trn cng mt ngnh hng. Tuy nhin, Nht Bn c cng ty Dentsu lm PR cho c Toyota v Honda. Nhng nhn vin lm vic ti 2 b phn hon ton tch bit nhau v khng c php lin h vi nhau. 3) Cng vic ca mt Account Executive: Trong phn ny, ta xem xt mt Account Executive ch yu lm g hng ngy. a) Quan h khch hng: - Trc tip lin h (involvement) vi khch hng; hiu mc tiu v chin lc kinh doanh ca khch hng; ch dn cho khch hng. - Gii thch (demonstrate) dch v khch hng; trnh by trc khch hng vi mt phong cch chuyn nghip; thay mt cng ty mi gii (agency) chu trch nhim v mi kha cnh trc mong mun ca khch hng. b) Hiu bit v nhm mc tiu (target group): Hiu v nhng nhm khch hng mc tiu ca agency t trong ra ngoi (inside out), nhn khu hc (demographics) v tm l hc (psychographics). Hiu h ngh g, li sng ra sao, thi quen mua sm v tiu xi, thi biu, kht vng (aspirations), m c, xu hng thi trang/m nhc/m thc, mi quan h... cng nh l tui tc, gii tnh, v tr a l. C kh sng to ra ch tng hnh (pictography) v nhm i tng mc tiu. c) Hiu bit v loi cng vic thc hin (the category): - Phn tch ti vit (copy analysis): Mc ch l cung cp kp thi bo co v chin lc v hnh ng ca i th. N cng l mt trong nhng cch tt nht pht trin k nng chin lc v quyt nh thi hnh mt cch sng to. Lm sao vit phn tch ti: Tiu (heading): a tt c d liu i thng vo vn (pertinent data) v when v where m ti qung co mun gim st. Ni dung (context): Nu ra ni dung ca s nh v ton din (overall positioning) v chin dch hin hnh ca n, nhc nh ngi c bng nhng hnh nh ln. Chin lc (strategy): M t chin lc v mt mc tiu (target), li ch (benefits) v nhng kin chng minh (support points) khi nh gi c hai mt thun v chng (pros & cons) ca chin lc. S thc hin (execution): Tho lun v cch thc tin hnh. Cn nhc cc k thut sau: l mt phn ca cuc i (slice of life), ngi thuyt trnh (presenter), t liu (documentary) hoc s xc nhn ca nhng ngi ni danh (celebrity endorsement) khi a ra s nh gi cn bng gia li v hi. Th sao (so what): Rt ra kt lun v ngha ca cc sn phm ca bn. Nn ti nh gi (reassess) li chin lc ca bn di gc nhn bi vit ca i th mi. C bt k bi hc hin thc no ng hc khng?
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Mt bi mu

Category: Brand/Product: Commercial: Commercial Number: Commercial Length: Date Monitored:

Foot Massagers Pollenex Foot Bath Suffering Feet 7U0318 30 12/24/2006 9:41 PM

My mt-xa chn Chu tm chn Pollenex Chn b au

Commercial Context: Pollenex positions itseft as the foot bath that relieves aching feet with warm gentle water. This commercial is a pool out of the current Bubbling Water campaign, which reinforces this positioning. Pollenex t nh v l mt chu tm chn gip gim nh nhng cn au chn dng vi nc m m. Vic qung co ny l mt phn bn ngoi chin dch nc si tm ang c tin hnh nhm cng c thm v tr ny. Strategy: Targeted to men and women age 55+, the strategy is to provide a rational benefit of relief from tired feet and the emotional benefit of feeling young again. Supporting the rational promise are the support points of its 300 tiny vibrators and warm water circulation system. Supporting the emotional benefit is Pollenexs quality and reputation for over 25 years. Our strategy assessment is that this strategy is a generic category strategy. There is no meaningful point of difference. The target is correct because people age 55+ are the heavy purchasers of foot soaking devices. Mc tiu l nhm vo n ng v ph n t 55 tui tr ln, chin lc l cung cp mt li ch hp l ca vic gim nh nhng i chn mt mi v li ch xc cm dng nh tr li. Minh chng cho nhng cam kt hp l l nhng u nhn ca n 300 my xoa bp t hon v h thng lu thng nc m. Minh chng cho nhng li ch xc cm l danh ting v cht lng trn 25 nm ca Pollenex. Chng ti nh gi chin lc ny l mt dng ph bin chung. Khng cn quan im ng gi no khc. Mc tiu chin dch l ng n bi v nhng ngi t 55 tui tr ln l nhng ngi tiu th mnh cc thit b ngm chn. The execution is a slice of life showing the causes of tired feet and positions the Pollenex Foot Bath as the solution. There is a strong visual demonstration of the vibrating action using colored water. However, the major weakness is that there is minimal brand registration. Also a negative is the fact that the user never pays off the benefit of using the product. Hot ng l mt phn ca cuc i cho thy nhng nguyn nhn lm i chn mt mi, v Pollenex Foot Bath chnh l gii php. Ta c th minh ha trc quan bng hnh nh rung ng khi dng vi nc pha mu. Tuy nhin, nhc im ch yu y l vic ng k nhn hiu qu t. Mt im tiu cc khc na l trong thc t ngi dng khng bao gi dng ht li ch c t sn phm. Our agencys point of view is that we hope Pollenex continues to run heavy weight behind the commercial as it will build category demand for us. We should increase our brand registration and continue to sell our point of difference. Also, the moment of user affirmation is in strong contrast to the Pollenex commercial. Quan im ca cng ty mi gii chng ti l hy vng Pollenex tip tc chiu hng pht trin mnh m ng sau vic qung co nh l n s to nn loi nhu cu m chng ta i hi. Chng ta s tng cng vic ng k nhn hiu v tip tc bn chy quan im v s khc bit. Cng vy, tm quan trng t s khng nh ca ngi s dng th li tng phn vi qung co Pollenex.

Execution:

Implications:

- Bo co kim tra th trng (Store check report): When: cn kim tra u n (ti thiu 4 ln/nm) cho khch hng. Where: ch, ca hiu, siu th... What: kim tra gi, s phn phi, tnh trng quan st c (visibility) sn phm trn k hng, khch hng ngh g, nh bn l (retailer) v thng nhn (trader) ngh g. Why: y c th l ngun tng v/hoc to ra s phn phi tt cho thng hiu v khch hng ca bn. Lm sao vit bo co kim tra th trng: V tr: xc nh v tr m bn c th thy, hn dng v s ca hng ha. Mc ch: cho bit ti sao bn i n nhng th trng c th ny v bn tm kim ci g. Kt lun: mt kt lun tng qut t chuyn i ca bn (lin kt vi phn Mc ch). Nhng tm kim c th: o Sn phm: din mo, v tr k, cc hot ng cnh tranh, thc y hng d tr (in-store promotion), ng gi. o Qun l ca hng (store manager): nhn thc v sn phm ca bn v ca i th. o Ngi tiu dng: thi v chng loi (category attitudes); thi v sn phm ca bn v ca i th; hnh vi mua hng.
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Hnh ng biu th (indicated action): xc nh nhng bc c th ch ra vn v c hi m bn quan st c. Mt bi mu

December 19, 2006 John Cook Marketing Director FOODS. INC 525 Buttonwood Avenue White Plains, NY 20237 Dear John, This is to forward my store check report of Pittsburgh and Cleveland conducted November 20 and 30. I visited 30 stores: 16 in Pittsburgh and 14 in Cleveland (see Exhibit 1). y l gi i bn bo co kim tra ca hng ti Pittsburgh v Cleveland c tin hnh t 20 v 30 thng 10. Ti n 30 ca hng: 16 ti Pittsburgh v 14 ti Cleveland (xem minh ha 1). Purpose The purpose of my trip, which we discussed, was to check the in-store positioning of Max Coffee in these two highly competitive markets where we are introducing our product. Mc ch: Mc ch ca chuyn i ny, nh chng ta tho lun, l kim tra hng tn ca Max Coffee trong 2 th trng cnh tranh gay gt ny, ni m chng ta ang gii thiu sn phm. Conclusion Max Coffee has a long way to go before it makes any inroads in these markets. Kt lun: Max Coffee cn nhiu vic phi lm trc khi c th thm nhp vo nhng th trng ny. Overall Findings 1. Total distribution is below objectives: 40 percent in Pittsburgh and 30 percent in Cleveland. Depth of distribution is almost nonexistent. Most stores had the trial size and one-pound can but only two (Sloans in Pittsburgh and A&P in Cleveland) had the two-pound can. None of the stores had the three-pound can. 2. Movement was best in stores that had displays (Exhibit 2). 3. Competitive activity centered around Smolders three-pound promotion of buy 1; get 1 which had an endaisle display in almost every store. 4. Store managers see us as a minor brand and said Smolders was loading the consumer to take them out of the market as we introduced. 5. Consumers had low awareness of Max Coffee in general. Nhng pht hin ton b: 1. Ton b hot ng phn phi u di mc tiu 40% Pittsburgh v 30% Cleveland. dy knh phn phi hu nh khng tn ti. Phn ln cc ca hng c kiu hp dng th v hp 1 pound, ch c 2 ca hng (Sloans Pittsburgh v A&P Cleveland) l c hp 2 pound. Khng ca hng no c loi hp 3 pound. 2. Xu hng tt nht trong cc ca hng nh trnh by (minh ha 2). 3. Hot ng cnh tranh c tp trung xung quanh t thc y mua 1 tng 1 loi hp 3 pound ca Smolder, xut hin ti li i ca hu ht mi ca hng. 4. Cc ca hng trng xem chng ta nh l thng hiu th cp v ni rng hng Smolder a ngi tiu dng ra khi th trng m chng ta gii thiu. 5. Ni chung, ngi tiu dng t nhn bit c Max Coffee. Indecated Action - Increase advertising is a must to raise awareness levels. - Get all authorized packaging sizes into stores and on the shelves. Hot ng biu th: - Tng cng qung co l mt vic phi lm nng cao mc nhn bit. - a tt c c hp ng gi c cp php vo cc ca hng v t chng ln k trng by. Next steps We should plan to revisit these markets every month until we are satisfied these fixes are made. I will have the media department prepare a heavier weight plan for your review next week. Chng ta nn c k hoch i thm li nhng th trng ny mi thng cho n khi no hon thnh nhng bin php khc phc. Ti c b phn truyn thng chun b k hoch mnh hn cho anh xem xt vo tun ti. Cordially. Thn i.

d) Bin bn tip xc (Contact report): Nguyn tc vit bin bn tip xc/gp g: Mi khi i gp khch hng, ngi Account Executive phi vit Contact report ghi nhn nhng g 2 bn thng nht vi nhau. Vit bin bn ngay lp tc (trong vng 24 gi) sau mi cuc hp vi khch hng. Bao gm c nhng cuc m thoi quan trng qua in thoi. Tt c cc kin hnh ng (action points) nhng bc tip theo phi ch r thi hn v tn ca ngi s hon tt chng. Cung cp hng dn trin khai nhng bc tip theo a d n vt ln. Khc vi mt bin bn thng thng (minute), mt CR (Contact Report) khng cn phi
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ghi li mi chi tit m ch ghi li nhng g cn ghi (nhng g ni bt nht). Trong khi , bin bn thng thng phi ghi li mi din bin (k c nhng kin bt ng). Mt c trng na ca CR l phi c phn Next steps (nhng bc lm vic tip theo). Vit nh th no? Thc hin nh v d (phn tip theo). Mt CR bao gm 3 phn (sections): Thc hin danh sch CR gm tt c nhng ngi cn thit (khch hng v agency). B tr cc ch theo th t tho lun trong cuc hp hoc theo mc quan trng. Xc nh ai s lm g trc khi qua bc tip theo. Mt bi mu
Client: Brand Product: CR# (Contact Report): From: To: Subject: Date: Present for Client: Present for Agency: Date of Meeting: Foods,Inc. Snap n Pop 83 R. Smith J.Doe, S.Que. R.Faley, W.Wentworth, T.Coburn, D.Bell, R.Smith Snap n Pop Creative Exploratory and Media Plan 9/14/2006 J.Doe, S.Que R.Smith, W.Wenworth 13/9/2006

1. Snap n Pop Creative Exploratory Today M/E presented three campaign to Client. Popping Box. Snap. Mr. Pop. We recommended and the client approved Mr.Pop for production. 2. Snap n Pop Media Plan Today M/E presented two media plans to Client. Continuity Plan. Fighting Plan. Client requested that we develop an alternative Pulsing Plan that examines a 52-week pattern of being in advertising for three weeks followed by a two-week hiatus. Next steps 1. J.Good to bid the commercial ........................................................ 10/20 2. S.Weed to lear legal and networks................................................. 10/30 3. T.Bud to begin casting ................................................................... 10/20 4. Client meeting date........................................................................... 12/5 5. P.Paul to develop Pulsing Plan for agency review .......................... 12/1

e) Bn tm tt sng to (Creative brief): L mt vn bn 1 hoc 2 trang, phc tho nhng nt chnh v phng hng chin lc cho s pht trin sng to, nhim v c th, chin lc v mc tiu truyn thng v bt k yu t no phi thc hin. - Cc im chnh trong Creative brief: Bi cnh (background). Cc mc tiu truyn thng (communication objectives). i tng mc tiu (target audience). Nhng khm ph nghin cu (research finding). Thng ip chnh (key message). Nhng nhim v ca cng ty mi gii qung co (tasks of agency). Cc yu cu sng to (creative requirements): du n thng hiu (brand footprint)... Thi hn cht (deadline). Ngn sch (budget). Vit nh th no? Sau y ta xem mt bi mu v Creative brief, lin quan n chin dch PR ca mt cng ty bnh ko ni ting VN.
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Creative Brief From: XYZ / Account Services To: Creative Date: 04/18/2006 Total pages: 2 Re: Kidos TVC Background Be launched in Oct 2004, Kidos is a substitution for 2 old Walls: C and W. Due to a research done in Aug 2005, Kidos brand awareness is very low. Kidos currently have 3 flavors: Chocolate, Strawberry, Mango. Kidos is also one of the strategic products of KinhDo which is targeted to premium consumers. Its competitors are currently Binggrae (Korean) and ThuyTa (Vietnamese). And it is expected that Walls, Nestles will join the market soon, about 2008. With the mission of always serving consumers the best possibility and also to prepare for the competition, KinhDo is planning to launch in this July one new product called E (with 2 SKUs Choco & Straw). Taking this opportunity, KinhDo would like to do an official communication launch for this kind of product range. What is the purpose of this campaign? Generate and maximize product awareness (or to a specific percentage), focusing on... Empower brand TOM. Who are we talking to? Tartget Audience Young or young at heart. Primary: 18-25 y.o; Secondary: 15-17 y.o and 26-35 y.o. Urban SECs: A, B. (Ghi ch: phn on A, B, C... thnh th/nng thn) Characteristics: Confident, Open-minded, Stylist/Fashion-oriented. What is their problem or need? - Modern life is busy and seem be shorter to me. It is great to share & enjoy few happy moments with my beloved ones (lover, friends, family). - Ice cream (IC) is one of special food/snack that can create happy moments for me. I want to enjoy more natural, creamy, premium cones. Key message Kidos help you share & enjoy happy moments with your beloved ones (lover, friends, family). What is the brand value & personality? Value: Happy moment maker. Personality: Confidents, Dynamic, Fun generator, Sharing, Sociable, Fashionable. What is the support for the proposition (nhim v)? Kidos is perceived as the most delicious ice cream in Vietnam. Kidos extra that will be launched soon is a unique (inside quality & packaging) in the market. There is an extra... added Clear lid make visibility at the top... Requirements Premium look Reflect Kidos value and personality Image of enjoying the ice cream Emotional, premium music Timing: Fisrt script presentation: Apr 25, 06 Production done before Jun 15, 06 Airing (ph trng, ph by): from Jul 3, 06 Budget for creative & production: $xxxxx

g) Cng vic nh gi sng to (Judging creative works): Khi b phn Creative to ra cc tng, b phn Account phi nh gi, chn la tng hay nht v c ph hp vi Creative brief (do mnh lp ra trn) hay khng. Phi bo m rng Gim c Sng to (CD: Creative Director) hoc Gim c Ngh thut (AD: Art Director) xem v chp thun s b tr (lay-out) v cc khi nim (concepts) trc khi a n ra trc khch hng.
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Vi mi khi nim hoc cch b tr c CD/AD ph chun, n phi c kim tra ngc (against) vi Creative brief bo m rng mi chi tit u p ng yu cu t ra. Khi trnh by trc khch hng, bn tm tt (brief) phi c trnh by li mt ln lm ni bt nhng im quan trng trong bn tm tt v tip theo l cc khi nim v b tr dn dng. h) Bn tm tt truyn thng (Media brief): Account cng phi lm nhim v lin quan media: ly thng tin v dn dng phim, thi im pht... t lp ra bn Media brief bo cho cc b phn khc trong Agency bit v thc hin. Phi bo m rng tt c d liu cn thit v c lin quan (relevant) c cung cp. Nu khng bit mi thng tin, Account Executive cn gi cho khch hng b sung hoc thc hin nhng cuc kho st tm thng tin. - Cc im chnh trong Media brief (c mt s im nh Creative brief): Chin lc thng hiu (brand strategy). Nhng mc tiu truyn thng (communication objectives). i tng mc tiu (target audience). Nhng khm ph nghin cu (research finding). u tin v a bn (geographical priority). Cc cn nhc v sng to (creative considerations). Chn la thi im (timing). Ngn sch (budget). i) Nhng yu cu & v xut v truyn thng (Media proposals & recommendations): - Hiu v xem xt cc xut (recommendation) v vy bn c th t tin trnh by/gii thch/tr li cc cu hi, bo v cc xut trc khch hng. - Bo m rng k hoch truyn thng c thc hin ng lc (cc b phim phi c kim tra v giao trc thi hn cht). h) Kim duyt trong truyn thng (Censorship in media): - Phi thu thp tt c cc vn bn c lin quan (relevant) nh giy php, story-board (kch bn cu chuyn)... trnh cho ngi c thm quyn ph duyt ni dung. - Tm tt cc chi tit (thng tin bi cnh, mc ch, cc khi nim..) c th gii thch v bo v cc khi nim/hnh ng trc c quan kim duyt. h) Ti chnh (Finance): Pht hnh bn d tr gi (quotation) trc bt k cng vic no. Kim sot ngn sch v nhng s tin chi tr t khch hng. Cung cp bo co ti chnh cho khch hng trong mi cng vic hp nht (consolidate) ngn sch. Ta c phi chi ngn sch cho truyn thng v sn phm? Tnh trng ca cc s tin phi tr? Chng c thanh ton cha? Khi no n hn? Theo di (chase) v nhc nh khch hng v nhng khon thanh ton tr hn. Nhng cng vic gii thiu trn l ca Account Executive trong cng ty Agency. Nhng nhiu cng vic thuc lnh vc qun l, PR... trong doanh nghip cng phi lm tng t. Trau di nng lc thc hin cc cng vic ny s gip ch cho nng lc lm vic ca bn. 4. Mt s k nng: a) K nng giao tip/truyn thng (Communication skills): Chm ch lng nghe khch hng, ngi qun l, ng nghip, nh cung cp. Nguyn tc: lun i i giy ca ngi i thoi bit h c hiu c nhng g mnh ni/vit ra khng?
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Trong giao tip (c ni b ln bn ngoi), trong khi vit cc loi report phi c cc k nng sau: Tnh n gin ca thng ip (simplicity of message). Tnh r rng ca thng ip (clarity of message). Ging iu ca thng ip (tonality of the message). S dng knh truyn thng no (channel used). Cm xc ca ngi nhn (a feel for the recipient). b) K nng qun l d n (Project management skills): Phi qun l d n t khi bt u mt cng vic cho n khi chm dt (close), thanh ton (paid) v hon tt d n (finish). Xc nh cc mc tiu SMART: Specific (c th), Measurable (c th o lng c), Attainable (c th t c), Relevant (ph hp), Time-bound (c hn nh thi gian). iu khin thi gian v ngn sch/chi ph. Pht hin v loi b nhng lng ph v thi gian v tin bc. Qun l ngun lc bn ngoi (outside resources) hiu qu (efficiently & effectively). o Efficiently: hiu qu theo kiu cng kt qu/tc ng nh vy nhng chi ph, cng sc b ra t hn. o Effectively: hiu qu theo kiu c kt qu/tc ng to ra tt hn. nh gi hiu sut/thnh tch (performance) ca d n: nh gi sau khi d n hon tt v rt ra bi hc. c) K nng qun tr (Management skills): Mt s phi hp ng b (a team player) cho thy rng bn c th lm vic vi ngi khc vi thi chn tht (honest), h tr (supportive), hng hi (enthusiastic) v gip ch (helpful). Khng ch k c nhn (personal jealousy), th ch (animosity) chng li ngi khc. Lun c thi tch cc (positive), lc quan (optimistic) v quyt tm (determined). Qun tr ngun lc: - Lnh o mi ngi: chng t lm th no tr thnh ngi lnh o hng hi khng kiu ngo (arrogant), nhng cng khng h mnh (condescending); mt s ngi m ng nghip ca bn tin cy v knh trng nh vo trnh chuyn mn (professionalism). - Pht trin cng vic (business development): xc nh v theo ui nhng c hi kinh doanh mi t nhng khch hng hin ti v khch hng trin vng; pht trin v bn nhng tng mi cho khch hng cng vic kinh doanh ca h c tng trng. - i tin phong (being proactive): khng cho d n/cng vic ngi ra y (sit around); hy bo m mi vic u thng thong (opened) v hon thnh c hiu qu; suy ngh v lng trc (anticipating) tng mi hoc cc bc tip theo; chng t c sng kin (initiative); gii quyt vn khng chm tr, tm kim cc gii php thc tin cho vn . - C uy th (influencing): hng dn c sc thuyt phc v to c phong cch (looking) tt nht trong con mt khch hng v agency. - tng sng to (creative thinking): i hi v ph v gii hn sng to (gets breakthrough creative); lm vic cng tc (partnership) vi tinh thn sng to trong vic cng c nhng g hin c v c hi lm n mi. - Ra nhng quyt nh hp l (rational decision making): suy ngh v nhng vn ny sinh mt cch thu o (thoroughly) khng phm sai lm (mistakes). - Tn tm vi s nghip (career commitment): biu th bng li ha (promise), trch nhim (responsibility), bn phn (duty) trc cng ty v ng nghip.

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XY DNG HNH NH CNG TY

1) Cc khi nim: a) nh ngha v PR: - Dng vi ng t s t: PR l ngh thut (art) hoc khoa hc (science) kin to (establishing) v thc y (promoting) mt mi quan h thun li (favorable relationship) vi cng chng. - Dng vi ng t s nhiu: PR l nhng phng php (methods) v hot ng (activities) kin to v thc y mt mi quan h thun li vi cng chng. - Dng vi ng t s t hoc s nhiu: PR l mc thnh cng (degree of success) thu c trong vic thc hin mi quan h thun li vi cng chng. Ni tm li, PR l mt qu trnh (process) th hin cng ty ra vi cng chng. Kt qu (outcome) mong mun l cng chng s nhn thy mt hnh nh tch cc v cng ty. Khi mt ngi mun mnh c mi ngi knh trng, anh ta khng th bo mi ngi hy knh trng anh ta. Anh ta ch cn lm nhng iu tt p th t ng s nhn c s knh trng ca mi ngi. b) nh ngha v hnh nh (image): L nhn thc chung (hoc nhn thc ca cng chng) v mt t chc, cng ty... c bit l nhng vic lm c cn nhc trong vic to ra thin rng khp (widespread goodwill). Honor is bestowed but disgrace is self inflicted Thanh danh l do c ban tng, nhng nhc th t gy ra. 2) Nhng ng li chnh (key drivers): - Kh nng lnh o & mt h thng gi tr tt (leadership & a solid value system) Gi tr cng lnh (value credo): Ban Gim c Cng ty cn phi c kh nng lnh o mnh m (strongly leadership), c tm nhn xa trng rng (far vision). Trong kh nng lnh o mnh m l then cht (critical) trong vic xy dng hnh nh cng ty. H thng gi tr tt ca cng ty cng ng vai tr quan trng trong vic xy dng hnh nh cng ty: Khi thnh lp mt cng ty, hnh vi ng x (behaviour) ca cng ty s to ra hnh nh tt/xu trong con mt cng chng. Cng ty phi phn pht (deliver) nhng gi tr ca cng ty to ra hnh nh tt cho mnh. Ta c th so snh iu ny vi v d i thng: Khi mt ngi hn ngi khc (p hn, gii hn...) th c th khng chinh phc cm tnh ca ngi khc (do b ghen t chng hn), nu ngi hnh phc th hnh nh ca anh ta cng khng tch cc trong mt nhng ngi ang gp bt hnh. Nhng nu anh ta c hnh ng tt th anh ta c th to ra hnh nh tt trc mi ngi, tc l nhng gi tr tinh thn (spirit) d to ra tc ng tt hn l nhng gi tr b ngoi. - S k tha lng tin (heritage of trust) mi quan h tch cc lu di (long positive relationship). - Kim tra v th nghim (test & trial) chu ng th thch (stood the test). Trong qu trnh hot ng, cng ty no cng c th gp phi s c. C nhng s c cho php cng ty lm nhng hnh ng ng n, trung thc v... tip tc tn ti. C nhng s c m cng ty ch cn xin li v s c mi ngi s tha th (forgive). Nhng cng c s c khin cho cng ty b dit vong. Vic th nghim nhng s c s khin cho cng ty nng cao kh nng chu ng v c nhng hnh ng ng n khi s c thc s xy n. - Chn tht (sincerity) trung thc t trong suy ngh (honesty of mind). Khi bn lm vic cho mt cng ty, khi bn a ra mt quyt nh, khi bn nhn danh cng ty ni/lm mt vic g , mi ngi s nhn vo bn nh gi v hnh nh cng ty. Do , bn khng th ni mt ng nhng lm mt no (say something, and do something else).
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- Cng c (reinforcement) v cai qun (governance). Mt cng ty gia nh c to dng (set up) vo th h th 1, n th h th 2 n c duy tr (sustain) nhng n th h th 3 th n b ph hy (destroy). Lm sao trnh tnh trng ? Nu h thng gi tr khng c truyn li (hand down) th n s b mt i. Cu tr li l h thng gi tr cng ty (value system) phi c cng c (reinforcement) v cai qun (governance). Ti sao phi cng c v cai qun h thng gi tr? Bi v mi c nhn/t chc c cch nhn nhn khc nhau v gi tr ng/sai. VD: mt ngi M c th cho rng vic mua mt a DVD lu l sai tri, nhng mt ngi ngho nc ang pht trin th h khng th b ra c trm USD mua a c bn quyn v h sn sng mua a lu vi ch 1 USD. chnh l 2 h thng gi tr khc nhau ca 2 ngi. 3) Kho st m hnh ca Cng ty Johnson&Johnson: Trong hng thp k, thng hiu JOHNSONS l s la chn s 1 ti cc bnh vin trn khp th gii. S k tha = lun lun kin nh theo thi gian c cc b m tin dng t 1890 Trusted by Mothers since 1890. Trong hn 100 nm, cc th h b m tin tng vo thng hiu JOHNSONS. Thng hiu ny tiu biu (embody) cho nhng mi gn kt c bit (special bond) gia b m v a con. Thng hiu c cng nhn l chuyn gia chm sc tr em bi c ngi tiu dng ln cc chuyn gia chm sc sc khe. Kh nng lnh o: ROBERT WOOD JOHNSON - Hc sinh trng Y. - Qu ti tr (foundations). - Bnh vin (hospitals). - T chc t thin (charitable organizations). J&J ni ting vi sn phm phn tr em (baby powder), nhng sn phm u tin ca J&J li chnh l bng vt thng (bandage). Bi v l mt bc s, ng thy nhiu binh lnh b cht v b mt mu khi b thng. T ng sng ch ra bng vt thng. Cng lnh ca chng ti (Our Credo): nhng gi tr ca t chc (corporate values) Trong Johnson&Johnson, khng c pht biu s mnh (mission statement) no c treo ln tng. Thay vo , trong hn 50 nm qua, mt cch n gin Cng ty ch c mt trang vn bn Our Credo (cng lnh ca chng ti) nh hng cho cc hot ng ca Cng ty trong vic thc hin (fulfilling) trch nhim i vi khch hng, nhn vin, cng ng v cc c ng. Cng lnh c xem nh l cc pht biu gi tr (value statements). N ch ra Cng ty nn ng x nh th no (how to behave). Cng lnh ny gm 4 phn, lu l cng lnh ny nhm vo i tng con ngi ch khng nhm vo sn phm. Sau y l ni dung cng lnh: 1. Khch hng ca chng ti/ngi tiu dng: - Chng ti tin tng rng, trch nhim trc ht ca chng ti l i vi cc bc s, y t v bnh nhn; nhng bc cha m v tt c nhng ai s dng sn phm v dch v ca chng ti. - Nhm tha mn nhng nhu cu ca h, chng ti phi lm ra mi th vi cht lng cao. - Chng ti phi lun phn u gim gi thnh nhm duy tr gi c hp l. - Cc n hng phi c thc hin mau l v chnh xc.
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- Nhng nh cung cp (suppliers) v phn phi (distributors) ca chng ti phi c c hi to ra li nhun thch ng (fair profit). 2. Nhn vin ca chng ti: Chng ti chu trch nhim v nhn vin ca mnh, nhng ngi nam v n lm vic cho chng ti trn ton th gii. Mi ngi u phi c xem l mt con ngi ring (individual). Chng ti tn trng phm gi (dignity) v cng nhn phm cht (merit) ca h. H phi c cm gic an ton trong cng vic ca mnh. S b p (compensation) phi cng bng (fair) v tha ng (adequate); iu kin lm vic phi sch s, ngn np v an ton. Chng ti lu tm (mindful) nhng phng cch gip nhn vin thc hin trch nhim vi gia nh. Nhn vin c t do trnh by kin v nhng li phn nn. H c c hi bnh ng trong cng vic, pht trin v hon thin nhng kh nng. Chng ti a ra ban qun l thnh tho (competent management), v cc hnh ng ca h phi cng bng (just) v c o c (ethical). 3. Cng ng ca chng ti: Chng ti chu trch nhim vi cng ng ni chng ti sng v lm vic, cng nh vi cng ng th gii. Chng ti phi l nhng cng dn tt, ng h cc vic lm tt v cc vic t thin, v chia s cng bng v mc thu. Chng ti khuyn khch s tin b cng dn, s gio dc v chm sc sc khe tt hn. Chng ti bo qun vi mc ch tt cc ti sn m chng ti c c quyn s dng, bo v mi trng v ti nguyn thin nhin. 4. Nhng ngi c c phn ca chng ti (our shareholder): Trch nhim cui cng (final responsibility) ca chng ti l i vi cc c ng (stockholders). Vic kinh doanh phi mang li li nhun lnh mnh (sound profit/ solid profit). Chng ti phi th nghim nhng tng mi. Cc nghin cu phi c xc tin (carried on), cc chng trnh i mi (innovative programs) c pht trin v cc sai lm phi c tr gi (paid for). Thit b mi c mua sm, nhng tin nghi mi c cung cp v sn phm mi c tung ra. Hng d tr (reserve) c lm ra cung ng cho nhng thi im bt li (adverse times). Khi chng ti hot ng da theo nhng nguyn tc ny, c ng s thu c mt s tin hp l (a fair return).
* y l im khc bit gia J&J vi mt s cng ty khc: phn ln cng ty c khuynh hng xem trch nhim vi c ng l iu u tin, bi v c ng chnh l ch s hu ca cng ty; trong khi J&J xem l iu cui cng.

4) V khng hong thuc gim au Tylenol: - N bt u nh th no? Vo ma thu 1982, McNeil Consumer Products, mt cng ty con (subsidiary) ca J&J, phi ng u vi mt cuc khng hong khi 7 ngi Min Ty Chicago cht mt cch b him. - Tin tc c lan truyn th no? Khi mi ngi bit v vic cht c cyanide c pha vo vin thuc con nhng Tylenol, ngay lp tc gy ra s hong lon trn ton quc. Mt bnh vin Chicago nhn c 700 cuc in thoi/ngy v Tylenol. Nhiu ngi t thnh th cho n nng thn c a vo bnh vin do nghi ng b u c bng cyanide. Cng vi s s hi lan trn khp ni, nhng vin thuc con nhng (capsules) c nhng k bt chc m qung (copycats) c gng to ra s kch ng Chicago. - Tin thoi lng nan (the dilemma): J&J cn tm ra cch tt nht x l (deal with) s xo trn m khng lm hy hoi danh ting Cng ty v sn phm mang li li nhun ln nht ca mnh (most profitable product) l Tylenol.
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Ti khng ngh h cn c th bn c sn phm vi ci tn , nh qung co thin ti Jerry Della Femina ni vi t New York Times trong ngy u tin xy ra khng hong. - Cng ty J&J lm g? Giai on 1: x l khng hong. Giai on 2: k hoch PR (c trin khai hu nh ng thi vi giai on 1). Vn dng nhng ng li chnh (key drivers): Trung thc (honesty) J&J hon thnh vic truyn b thng ip rng Cng ty l tht th (candid), contrite (n hn) v thng xt (compassionate), tn tm (committed) trong vic x l nhng k st nhn v bo v cng chng. Bo Washington Post cng ni n vic J&J hu nh ngay lp tc treo gii thng 100 ngn USD cho ai tm ra k st nhn. S tht th (sincerity) Tiu chun o c trong hnh ng (values in action). Nhng gim c J&J b qua li khuyn ca cc nh t vn v cc lut s nhng ngi tranh ci nhng bc i bi kch c th tn hi n thng hiu Tylenol v hm rng v nhim c l do mt nhn vin bt mn ca J&J gy ra. Donaldson ca Wharton ni: Cui cng th c s ng lng trong ton cng ty v nhng gi tr ca cng ty. Gi tr s 1 l sc khe ca khch hng trn tt c mi th khc, k c gi tr ca c ng. y l cu chuyn v mt cng ty thc s sng bng nhng gi tr ca mnh. S cai qun (governance) Kh nng lnh o bng s gng mu (leadership by examples). o to v cng lnh (credo training): quan im ng/sai ca mi ngi l khc nhau, do cn phi c s hun luyn, o to m bo cho cng lnh cng ty c thc hin nht qun. Xem xt cng lnh (credo survey): lm sao ngi lnh o cng ty bit c cng lnh c thc hin? Cng ty c lm iu g sai? Mi nm cn phi iu tra rng khp trong ton cng ty nm c. iu ny s gip cng ty bo v c h thng gi tr ca mnh. Chnh sch kinh doanh & tha thun qun l (business policy & conduct agreement). Kim ton (audits).

QUN TR KHNG HONG

1) Khi nim: Timothy Combs c ni: A crisis is unpredictable but not unexpected Mt cuc khng hong l khng th d on nhng cng khng phi l bt ng. T mt s c, ri ro n gin nhng nu cng ty khng c bin php x l thch hp th ri ro ny c th dn n phn ng tiu cc ca cng chng: nh th nhn thc sai, nng th ty chay. VN, khi nim khng hong (v sn phm, thng hiu) bt u c t nm 1980, nhng n nhng nm 90 th mi tr nn ph bin, nh c s pht trin ca x hi thng tin, ngi tiu dng tip cn thng tin c d dng v nhanh chng. T , vai tr ca PR c cao: kim sot thng tin thng tin n vi ngi tiu dng c tt nht. Mt s c im khi xy ra khng hong: Tnh hung xy ra bt ng. Tin n lan rng v nhanh chng. Gii truyn thng lin tc a tin bt li. Uy tn ca cng ty b nh hng.
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Nu khng c bin php qun tr thch hp th uy tn ca cng ty gim mnh ko theo nhng yu t bt li khc. - Vai tr ca kinh nghim trong x l khng hong: ta xt 2 kha cnh Mc d cc cuc khng hong thng khc nhau v nhiu kha cnh c im, tnh cht, thi im, tc ng... nhng vai tr ca kinh nghim l v cng quan trng. Ngi c kinh nghim ng trc mt cuc khng hong mi lun bit cn phi ni g, cn phi nh ai gip ... thit hi l t nht. C nhng ngi t nhn l c ti nng bm sinh v x l khng hong, nhng chnh nhng ngi li c th x l tht bi nht trong mt cuc khng hong no . Bi v nn tng x l khng hong khng bao gi trng ch vo ti nng ca mt c nhn, m n lun i hi phi kt hp n lc ca nhiu ngi, s ng h/h tr ca nhiu ngi. Mt ngi lun t nhn v kh nng gii quyt mi khng hong l sai lm t ngay nn tng . Hay ni khc i, khi x l khng hong cn phi vn dng mi quan h cng chng huy ng n lc ca cng ng c lin quan. - Khi nim v khng hong (crisis): Khng hong l mt trng hp khn cp m ta khng th kim sot c. N to sc p cc ln v thng tc ng mnh n cng chng. i hi phi hnh ng tc thi trnh nhng tc ng tiu cc cho cng ty v cng chng ca h. Phn bit cc khi nim: Tc ng vt cht Tc ng tinh thn Xy ra trn h thng ph INCIDENT s c CONFLICT xung t Xy ra vi ton b h thng ACCIDENT tai nn CRISIS khng hong

Biu di y din t s chuyn dch t l gia ti sn hu hnh (tangible assets) v ti sn v hnh (intangible assets) ca 500 cng ty trong khong thi gian 20 nm.

Gi tr v hnh ca cng ty c th nh lng c bng tin. VD: mt cng ty c gi tr ti sn hu hnh (nh xng, my mc, thit b...) l 1 ng, nhng khi giao dch trn th trng c phiu th c gi 9 ng. Nh vy gi tr di d 8 ng chnh l ti sn v hnh. N th hin uy tn ca cng ty,
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s quan tm cng chng dnh cho cng ty, sc hp dn ca thng hiu i vi khch hng... gi tr ny ngy cng chim t trng ln trong tng ti sn v hnh+hu hnh ca cng ty. Ti sn v hnh khng phi tng/gim mt vi % theo pht trin sn xut kinh doanh ca cng ty. M ch cn mt tin tc bt li cho cng ty, mt v khng hong n ra th gi tr v hnh ca cng ty s b tt gim nghim trng. Biu th ca danh ting:
- Cash flow (vng quay tin mt). - Earnings (tin li). - Costs (chi ph). - Ph tn vn (capital expenditure). - Tng trng th trng (market growth). C ng: - S lng ngh quyt c ng (shareholder resolution). - Kt qu hi lng ca c ng. Khch hng: - S hi lng/phn nn. - Xp hng (rating) v gii thng (award) ca bn th 3. Nhn vin: - Tc thay th nhn vin (employee turnover). - Tiu s nhn vin (employee profiles): nng lc, gii tnh... - S hi lng ca nhn vin. X hi: - S ty chay (boycotts), s c (incidents). - Giy php hot ng (license to operate). - Hnh ng trc tip (direct action). - Bo co truyn thng (media report). i tc: - S lng i tc. - H s v sc khe v s an ton ca i tc.

Mi quan h gia PR, thng hiu (brand) v danh ting (reputation):

2) X l khng hong:

Ai lin quan n khng hong: Cng ty. Khch hng. Cng chng. Gii truyn thng (media).
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Cc cng ty, t chc khc. i tc kinh doanh. Cc c quan Chnh ph. K hoch tin khng hong (pre-crisis): - Mc tiu (objective): ngn chn hoc gim bt cc kt qu tiu cc ca khng hong v do bo v t chc, ngi gi vn (stakeholders) v gi cho ngnh kinh doanh khi thit hi (tin bc, danh ting...). - Xem xt (scanning): Xc nh (definition): tm kim nhng ngun gc tim tng ca khng hong. Phn tch vn (issue) ca ngnh kinh doanh rng. Phn tch vn ca t chc c th. nh gi nguy c, vn tim n (implicit issues). Mi quan h vi ngi gi vn. - H thng v cng c tr tnh: Chn la i x l khng hong CMT (Crisis Management Team). Chn ngi pht ngn (Spokespersons). Pht trin k hoch x l khng hong (Crisis Management Plan). Chun b h thng truyn thng khng hong (Crisis Communication System). - Chn la CMT: CMT l nhm ngi c chn x l khng hong. Trong thc t khng doanh nghip no thnh lp i CMT thng trc. H thng c ly t cc phng ban, c tp hun v khi c hnh hung ny sinh th i ny mi c kch hot. c tnh ca mt CMT tt: c th lm vic phi hp nhm (x l xung t), bit lng nghe ngi khc, c th to ra nhng quyt nh ng n, ch ng/tin phong trong giao tip... Vai tr c bn: hp php, an ton, PR, iu hnh, qun l cp cao (CEO)... - Chn la ngi pht ngn: Ngi pht ngn phi l ngi hiu nguyn l: One voice is more important than one person Li ni quan trng hn ngi ni. Vai tr: qun l cc thng ip chnh xc v kin nh ca t chc. Truyn thng phi c hng dn bi 5C: Concern (lin quan), Clarity (trong sng), Control (iu chnh), Confidence (tin cy) v Competence (thm quyn). K nng, yu cu i vi ngi pht ngn: o n nh (appear pleasant on camera). o i p hiu qu (answer questions effectively): khng tranh ci vi phng vin, trnh cu ni no comment/min bn, thch thc thng tin sai lch, nh gi nhng cu hi gi to, hp php ha (legitimize)... o Trnh by thng tin r rng: trnh dng t chuyn mn/bit ng (jargon), trnh by c cu trc (structure). o Ngi pht ngn phi thng minh v c kh nng ng bin nhanh. - Pht trin k hoch x l khng hong: Tc l nu khng hong xy ra th cn phi lm g. K hoch ny phi nu ln c vn khi c khng hong th ta phi lin h vi ai (quan chc, phng vin...). Phi tr b c cc nhn vin lm th no, khng phi ai cng c pht biu v nu pht biu th phi nht qun theo mt nh hng xc nh no... N l g: l mt k hoch hnh ng tim tng, dng trong sut cuc khng hong v tp trung vo vn lm nh th no?. N khng l ci g: qu chi tit, qu cng nhc.
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- Nhim v ca k hoch PR x l khng hong: Chun b thng co bo ch: Theo nguyn tc ngn gn nhng . Phi vit nhiu ln, mi ln mt rt gn/tinh chnh th cui cng mi c mt bn thng co bo ch tt. Chn ngi pht ngn trc cng chng: Thng l lnh o cao nht. Nhng cng c quan im khc, cho rng ngi pht ngn ch nn l nhn vt s 3 (cn ch tch HQT v TG ch nn xut hin gi cht d phng nhng sai lm trong khi x l khng hong). Pht hnh bo ch hiu qu cho tng khu vc: Ty thuc vo tnh cht v vic v a bn nh hng, ta phi chn t bo no ph hp nht. Kim sot phng tin truyn thng: i CMT phi t vn tt cho Ban Gim c, ngi pht ngn v vn ny. Chun b trung tm bo ch: Chun b trung tm bo ch bo ch cm nhn c h c to iu kin tt nht tin hnh nghip v (khng phi n ung ph ph!). Trung tm bo ch nn t gn hin trng xy ra v vic, nhng khng c ngay ti hin trng v khng th kim sot c pht biu ngoi mun ca nhng ngi ti ch. Chun b Q&A (bn cu hi v tr li thng gp). Chun b thng tin n nhn vin v khch hng. - Cng vic ca PR: Ci m v ni tht. Tp trung mt ni lin lc vi bo ch. Ch : nu thng tin khng tha mn bo ch th h s phng vn ni khc (khch hng, i tc...), nhng ni ny c th s cung cp thng tin bt li cho t chc. By t ni quan tm v tinh thn c trch nhim ca t chc. Thng bo k hoch v phng php c th ca t chc nhm gii quyt s c. C nhn vin trc 24/24 gii p mi thc mc ca khch hng (ng dy nng). - M hnh ngn chn v phn ng vi khng hong:

- M hnh a ra quyt nh trong mt cuc khng hong:

- K hoch chi tit (blueprint) cho mt k hoch x l khng hong (crisis plan): Nhng ngi tham gia? Mc tiu (objectives)? Nhng vic cn lm (work through it). Chn ngi pht ngn (spokesperson). - PR v danh ting (reputation) c mi quan h rc ri vi nhau:
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PR c nhiu vn c th hn: quan h truyn thng (media relation), giao t/s v cng ng (public affairs), x l khng hong, qun l s kin, thng hiu... Danh ting th mang tnh chnh lun (holistic) hn v bao hm (involve) tt c nhn vin. Theo thng k ca i hc Havard, nhng ngnh c ri ro xy ra khng hong cao l dc phm, ti chnh/ngn hng, du lch, thc phm... Ti liu tham kho: S tay qun tr khng hong (Harvard). 3) Nghin cu tnh hung (case study): - Tylenol (Johnson & Johnson, 1982). - Diet-Pepsi (Pepsi, 1991). - Enfagrow (Mead Johnson, 2002). - ACB (2003). a) Khng hong Tylenol ca Cng ty Johnson & Johnson: Khng hong Tylenol c nghin cu bi Xy dng hnh nh cng ty trc. Trong bi ny s lm r hn mt s kha cnh chi tit khc, hiu hn v vn x l khng hong. Tylenol l loi thuc gim au ni ting ca J&J, tr c cc loi nhc u, au c, vim khp, vim xoang, cm cm... gia thp nin 50, Tylenol tr nn ph bin, thay th cho aspirin (v aspirin c nhiu tc dng ph). Tylenol chim lnh 35% th trng thuc gim au (painkillers), so vi Anacin 13%; Bayer 11%, Excedrin 10%; Bufferin 9%... v to ra 19% li nhun cho cng ty J&J. Khng hong bt u khi mt ngi M tn Adem Janus b mt con au ngc nh. Sau khi ung 1 vin Extra Strength Tylenol (EST), anh ta b t vong vo u gi chiu. Nhng trng hp nh vy xut hin lin tc. Trong thng 9/1982 cc chai EST ti t nht 6 nh thuc b pha vi thuc c Cyanide (vi 10.000 liu ch mng) khin 7 ngi ti Chicago thit mng. Hu qu xy ra tc th: cnh st i thng bo khp hang cng ng hm; bnh vin Chicago nhn c hn 700 cuc gi mi ngy; tin tc lan truyn trn nhng t bo ln (ch ring M c hn 100.000 mu tin) v hng trm gi a tin trn h thng truyn hnh. Tc tc lan rng nht k t thi tng thng Kennedy b m st v chin tranh VN. c nhng k gi mo xut hin (trong 270 trng hp c bo co, ch c 36 l c thc). Tuy nhin, hu qu th rt r rng: t Washington Post chy tt Tylenol, killer or cure? (Tylenol, k st nhn hay thuc cha bnh?); t Newsweek a tin The Tylenol Scare (Ni kinh hong Tylenol). Trn th trng chng khon, J&J b mt 7 im, th phn t 35% tt xung ngay xung 8%. Phn ng ca Cng ty: chia lm 3 giai on - Giai on 1: tm hiu (figure out) iu g thc s ang xy ra v a ra phn ng u tin. Thng bo khn cp n cc khch hng khng dng thuc Tylenol thuc nhng l hng c th hoc ch dng tr li khi c quyt nh tip theo. Truyn hnh trc tip qua v tinh cc cuc hp bo; a tin cho bo gii trong 60 pht... 800 ng dy nng cho khch hng (ring 2 thng 10-11 nhn c 30.000 cuc gi). S d phi tng line l v khi s lng tng cao, tc nghn s xy ra, ngi tiu dng cng nng rut gi li th cng tc nghn tm trng tc gin ca ngi tiu dng. in thoi min ph (toll-free) cho cc c quan thng tn bo ch. Phn pht cc thng ip chun b trc v cc pht biu cp nht. Thu hi tt c cc chai Tylenol, ly li cc n hng hn 31 triu chai (tr gi hn 100 triu USD). Tm dng tt c cc sn phm thuc con nhng (capsules)... Nhng hnh ng ny xoa du c ngi tiu dng v thy cng ty c trch nhim vi s c xy ra. Cng khai bn m t (profile) v lin tc ti cam oan bi CEO. Gi mi quan h vi cc i din php lut. Thng bo ca cc chuyn gia v sc khe trn ton quc v FDA (c quan kim sot dc
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v thc phm lin bang). y l mt knh quan trng v ngi tiu dng lun c xu hng tin tng vo pht biu ca c quan qun l v bn th 3 hn l pht biu ca chnh nh sn xut. J&J hp tc cht ch vi cc c quan hu quan trong sut cuc khng hong. - Giai on 2: Kim ch (contain) thit hi - Giai on 3: N lc a Tylenol tr li th trng T chc mt cuc iu tra khong 1 thng sau v u c: Vi khch hng bnh thng 94% c nhn bit v Tylenol 87% khng li cho Tylenol 61% khng mun mua Tylenol 50% khng dng Tylenol tr li Trin khai 5 k hoch hnh ng: Thay th bng vin thuc chng gi (tamper-resistant), vi nim chng gi an ton gp 3 ln trong vng 6 thng. Khch l thay th vin con nhng bng vin chng gi, khch hng d dng ly c cc phiu (coupon) c bit vi gi gim 2,5 USD. Chng trnh gim gi ln ti 25%. Chng trnh qung co mi: 1 pht qung co thng mi trn ton quc, t chc cc bui New & Talk show. 2250 ngi bn hng thc hin cc cuc trnh din vi ngi gp vn y t (medical stakeholder). Kt qu: cc bi bo tch cc v J&J v cc sn phm; xut hin cc biu hin dnh li th phn (n thng 5/1983 th J&J dnh li 32% th phn); c nu ra nh l in hnh v o c v trch nhim; 450 ngn thng ip email. 5 nhn t thit yu sng st qua cuc khng hong: Duy tr cc knh lin lc m: J&J phi by y v trung thc cc cuc iu tra ni b ca mnh v cc hnh ng ng n; cc vin chc cng ty lun sn sng cho bo ch; J&J c mi quan h tt vi bo gii... Hnh ng nhanh chng v ng n: thu hi (recall) ngay lp tc tt c sn phm b nh hng vi mi gi. Gi cam kt vi sn phm: phc hi sn phm v th phn ca n. Bo v hnh nh trc cng chng vi mi gi: cng lnh ca J&J (J&Js Credo); cc phn ng nhanh chng v trit ; li ca thm ha khng phi do cng ty gy ra. Xng xo mang thng hiu tr li: thit k v bc chng hng gi; xc tin mnh m (i dng thuc con nhng thnh dng vin khng tnh ph tn, phiu mua hng cho khch hng, khch l cc nh bn l...). Vi khch hng quen thuc 49% rt cuc s tip tc dng Tylenol

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b) Khng hong Diet-Pepsi ca cng ty Pepsi: Mt s c t hi xy ra cho Pepsi-Cola vo ngy 10/6/1993, khi mt cp v chng ln tui Fircrest, Washington khiu ni h tm thy mt ng chch trong lon Diet-Pepsi. Mt ngy sau , mt ngi ph n khc gn cng thng bo vic tm thy mt kim khu trong lon Diet-Pepsi. Tin tc v 2 lon nc tai hi ny c chy di nhan Nhng hnh ng ph hoi ca mt nh my ng chai a phng. Ngy 13/6/1993, y vin ca FDA (Food & Drugs Administration), bc s David A.Kessler khuyn co ngi tiu dng Washington, Oregan, Alaska, Hawaii v Guam nn xem xt cn thn nt bt np lon Pepsi-Diet v nn ra ly trc khi ung. Cng ty Pepsi nhanh chng thnh lp mt b phn chuyn trch gii quyt v khng hong ny (CMT Crisis Management Team), ng u l ch tch kim CEO, ng Craig Weatherup. im khc bit ca Pepsi trong vic x l cuc khng hong ny l Cng ty t ra rt cng rn khi ng u vi nhng li ch trch. Trong khi nhng ngi ch trch buc Pepsi phi thu hi sn phm, Cng ty vn khng nh rng np bt nt lon c kim nh chnh thc: Chng ti m bo 99% rng qu v khng th khui np lon v ng li nh c. Ngy 14/6/1993, Pepsi pht hnh ni b bn Hng dn cng tc t vn cho khch hng, trong cng b cc kt qu iu tra v v khiu kin: ng chch tm thy c trong lon Diet-Pepsi l loi ng chnh dng tim insulin cho ngi tiu ng. Cng ty khng s dng loi ng chch ny trong tt c cc sn phm ca cng ty. Loi lon Pepsi s dng l loi bao b mi, khng c ti s dng hoc ng hp li. Trong qu trnh sn xut, sn phm c kim tra 2 ln sau c hn kn li... Pepsi nhn mnh: th nht, tc v s an ton ca dy chuyn ng lon khng cho php vt th l xut hin trong lon; th hai, vic b vt th l vo lon khng th thc hin ti nh my. Cng trong ngy 14/6/1993, bo ch c nc M tch cc a tin v tm thy ng chch trong lon Pepsi di cc tt git gn: A scared Firm Fights to its goods name Mt cng ty in cung khng c bo v ting tm. FDA warns Diet-Pepsi Drinkers FDA cnh bo nhng ngi ung Diet-Pepsi. No program for a recall of Diet-Pepsi Khng c k hoch thu hi cc lon Diet-Pepsi. Cu chuyn c d lun c bit quan tm. Tin tc c pht sng lin tc. Hng lot ngi hiu k x n cc nh my ng chai Pepsi a phng. Ch tch Pepsi Cola v 6 chuyn vin PR trc lin tc ti tr s gii p 80-100 cu hi mi ngy. n chiu 15/6/1993, Pepsi mi c ngh x hi ln u khi mt ngi n ng Pennsylvenia b bt v ti vu khng tm thy ng chch trong lon Pepsi. Cng ty chp ngay c hi ny phn cng: s dng cc knh truyn thng c in (hp bo, i thoi) v hin i (in t) truyn i thng ip: Pepsi khng b vt l vo sn phm. Mu tin thi s u tin trnh chiu mt dy chuyn ng lon tc cao v an ton ca Pepsi. Mu tin ny thu ht ti 187 triu lt khn gi theo di trn ton nc M. Mu tin thi s th 2 quay hnh ng Weatherup, Ch tch Cng ty, v cc cnh quay v chu trnh sn xut. Ni dung on phim ny c nhng im chnh: Vic b vt l vo sn phm c thc hin sau khi khui lon. Bao b ca loi gii kht ny l thuc loi an ton nht. Vic thu hi sn phm l khng cn thit. on phim th 3 thuyt minh cnh mt ph n b bt qu tang khi ang b ng chch vo lon Pepsi khui. Cnh ny do mt camera an ninh ghi hnh c ti mt ca hng. Ngy 18/6/1993, mt tun l sau khi xy ra v khng hong, Pepsi chnh thc thng bo trn ton quc v khng hong c x l thnh cng.
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C quan iu tra ti phm bt gi 55 ngi tnh nghi la o. Qua v ny, khng nhng Pepsi p tan cn bo tn cng ca gii truyn thng m cn nng cao uy tn ca mnh. c) Khng hong Enfagrow ca cng ty Mead Johnson: Ngy 14/8/2002, Bo NL ng lot bi v sa bt Enfagrow (Mead Johnson, Hoa K) trn bao b c ghi hm lng acid folic rt cao so vi bnh thng. Nhiu siu th ti TPHCM tm ngng bn sa Enfagrow c ghi hm lng acid 7.300 mcg/100 g bt sa. Ngy 16/8/2002, Cng ty Mead Johnson c cng vn gii thch l do sai lm trong khu in n v khng nh sn phm ca mnh bn ti VN l an ton. May mn cho cng ty l th trng VN tng i d tnh cho li in nhm nhn, nhiu ngi tiu dng sau chp nhn li gii thch ny. Trong khi , cc chuyn gia v PR li nhn xt rng: tht kh chp nhn li gii thch trn, v i vi nhng cng ty ln nh Mead Johnson, mi hnh thc xut hin trc cng chng (c bit l cc vn bn) u phi c xem xt k cng. Ngy 19/8/2002 Cc qun l VS v ATTP hp gii quyt, ngh thu hi cc l sa c ghi hm lng acid folic qu cao ni trn trong khi ch kt qu kim nghim. Cng trong ngy ny, cng ty Tradewind Asia (n v tip th sa Enfagrow) a ra li xin li v s c in nhm nhn ny. Khng hong kt thc m xui, m theo nhiu ngi l kh may mn cho Mead Jonhson. d) Khng hong ti Ngn hng ACB: Cc trng hp kho st trn u lin quan n sn phm, cn v khng hong ca Ngn hng ACB li lin quan n tin n tht thit v cng ty (ng TG Phm Vn Thit ca ACB b trn). Din bin: Ngy 13/10/2003 l ngy n ra khng hong, nhng trc 1 tun c mt s thng tin phn hi v ACB (khch hng gi in v ACB) hi thm v tin n. ACB khng nh gi ng nhng du hiu cnh bo ny v kt cuc l khng hong n ra, hng on ngi xp hng ni di trc tr s ACB rt tin. n y, ACB mi vi vng tin hnh nhng bc i cn thit. C s xc nhn ca Ngn hng Nh nc, ACB pht cho khch hng bn thng bo xc nhn y ch l tin n. ch thn Thng c Ngn hng n tn tr s ACB (ng NTMK) pht biu rng ACB l mt trong nhng ngn hng thng mi tt nht. D vy, dng ngi ch rt tin vn tip tc ko di. Cc chuyn gia nhn nh rng khch hng VN ang thiu lng tin vo h thng ngn hng. n hm sau, mt vn bn khc c pht i, Thng c Ngn hng cam kt bo m cho kh nng thanh ton ca ACB. y l mt iu cha c tin l trong ngnh ngn hng (k c vi th gii). Bi v thc t nu khng hong thc s, Thng c cng khng c php rt tin t qu d tr quc gia chi tr cho ACB. Nhng Thng c vn ra tay cu ACB, bi v nu ACB sp th cc ngn hng thng mi khc cng c th sp theo v h thng ti chnh quc gia s b lm nguy. Trong nhng ngy xy ra khng hong, tng s tin rt khi ACB ln ti 4.700 t ng. Chc chn ACB khng th c ngay s tin mt ny trong kt. ACB phi vay nng (over-night) t cc ngn hng thng mi khc v Ngn hng Nh nc. Cc chuyn gia nhn nh: iu may mn l khng hong ch xy ra ACB m khng xy ra 4 ngn hng quc doanh (chim n 70% th phn). Nu n xy ra h thng ngn hng quc doanh th s tin rt ra c th ln ti hng trm ngn t v y s tr thnh khng hong quc gia. Cc bin php m ACB tin hnh: - t cc mn hnh ln ti tr s v cho trnh chiu lin tc cc thng bo, pht biu... - a tin, xut hin trn bo i lin tc. Cc cuc hp bo c t chc vo bui chiu (thay v bui sng) tin tc c cp nht kp thi trn cc bn tin thi s bui ti. - Mua cc t bo pht cho khch hng. - Th thut:
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m bo tt c cc khch hng u c rt tin, nhng gin tin ra (nhn vin tin hnh chm ri v chnh xc) ko di thi gian. Mi ngi c rt 30 triu (v sau c ly s rt tip). Cng v sau, s lng ngi rt cng gim v p lc rt tin b trit tiu. Hu s c: Sau cuc khng hong, ACB quyt nh khen thng cho nhng khch hng trung thnh (khng rt tin trc thi hn trong thi gian khng hong). ACB gi thng bo v tn nh nhng khch hng ny. iu ny khin mt s khch hng phn nn v ti khon h gi ACB l b mt vi gia nh h, thng bo ca ACB lm l ty. iu ny cho thy, c th ca x hi VN c nhng vn rt t nh. Mt ngi lm PR tt nc ngoi cha chc lm tt VN. Mt ngi quan h vi bo ch min Bc tt, cha chc quan h vi bo ch min Nam tt. Ngi lm PR phi lun hc hc khng ngng thch nghi vi mi trng, hon cnh mi.

QUN TR KHNG HONG (tip theo)

bi trc, ta kho st Qun tr khng hong vi gc nhn ca mt PR Agency. Trong bi ny, ta tip tc xem xt v vn Qun tr khng hong, nhng vi gc nhn ca mt nh bo. 1) Mt s nguyn tc chung: Mt m hnh x l khng hong ph bin: nhn vt s 1 v s 2 trong cng ty (Ch tch HQT, Tng Gim c) khng vi vng xut tng khi khng hong xy ra, m l nhim v ca nhn vt s 3 (Ph TG ph trch PR). L do: dnh ca cui cng sa cha sai lm hoc khng nh s ng n (nu cp di phm sai lm hoc hnh ng chnh xc). Ngi ph trch PR nhiu khi khng thc quyn trong x l cng vic hng ngy (v i khi ch c mt nhn vin duy nht l th k), nhng nn t chc danh Ph TG ph trch i ngoi/PR c t th pht ngn. Nguyn tc chung khi x l khng hong: c gng ng khng hong xy ra, bi v khi n xy ra th lun lun c thit hi. Khi khng hong mi ch l nguy c, ngi lm PR phi bo ng vi ban lnh o cng ty c nhng bc ngn chn thch hp. a phn cc cng ty khi thy c nguy c th thng t thi n trnh, lp lim... n khi chuyn m ln ri, d lun bc xc ln ri th mi vi vng x l. Tuy nhin, ta cn phi hiu ni tht khng c ngha l ni ht hoc khng nh m khai: ngi lm PR phi bit ni ci g v gi ci g. Doanh nghip ang gp khng hong phi t thi cu th, thng cm vi nhng ngi tiu dng b thit hi. Khng c chi b trch nhim m nn cn nhc cng b thng tin khoanh vng. V d: ch c mt l hng no l c vn v cng ty ang x l tch cc thit hi s b gim thiu trong mt l sn phm, thay v ton b sn phm. Doanh nghip cng phi t thi sn sng khc phc thit hi, khng tnh trng b i, b nhc nh... s lm gim lng tin ca cng chng v tng s nghi ng v thin ch doanh nghip. y, mt ln na ta phi nh li nguyn tc: khi c khng hong l phi c thit hi. Cng n trnh thit hi cng lm khng hong trm trng hn v rt cuc l cng gia tng thit hi. Mt s bin php x l khng hong c th: - Phi gii ta s tht trong mt phm vi hp l: Khi c khng hong, c gng tranh th d lun mi ngi thng cm y l li ngoi mun ch khng phi l li h thng. - Lp phng n n b: iu ny cn c nhn mnh v n to ra hiu qu tm l. - Chun b con d t thn: Trong bt k v khng hong no cng c yu t sai st con ngi, ngi gy ra sai st phi b trng tr. iu ny s gip xoa du cng chng. Mi ngi s hiu rng y khng phi l sai st h thng m l sai st ca mt c nhn no . Cng ty s kn o b p cho con d t thn ny.
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- Tranh th mi quan h vi bo ch: Bo ch khng phi l ao ph, ging iu ca bo ch c th lm gim nh s v. Cc bo l ci i theo tiu ch sau: Succs (thnh cng thng mi) = 3S Sexe (gii tnh) + Sang (mu: bo lc, ti phm...) + Scandale (x cng an) Nhng t bo ny c th tranh th d dng theo kiu c i c li. Cc bo chnh thng i theo tiu ch sau: Succs (thnh cng thng mi) = 3S Srieux (nghim tc) + Sensationnel (n tng, tm gng XH) + Scandaliser (s cng phn) Nhng t bo ny khng th tranh th bng tin. Cu chuyn v s tranh th phng vin: Cch y vi nm, c mt cuc tranh lun v vic Ph M Hng c phi np thu b sung hay khng (nhiu ngn t ng). Mt t bo i n cng l khng phi ng thu, mt t khc li kin quyt l phi ng thu. Cui cng, phng vin vit bi phn i tng thu c mt cn h Ph M Hng tr gi 1,6 t. 2) Kho st mt s trng hp thc t: Di y l nhng trng hp tiu biu v cch x l khng kp thi, khin cho khng hong trm trng hn: a) V xng pha aceton: Bo ch a tin v xng c ln aceton khin mt s xe my hng. n 1 tun sau, bo ch ch ch danh 2 cng ty nhp loi xng ny v khin khng hong n ra. R rng cng tc PR 2 cng ty xng du ny khng nhy bn. L ra, vo thi im bo ch a tin, h phi hiu rng nguy c ang n v phi ln ngay mt phng n x l: mi bo no, mi phng vin no v tit l nhng g. b) V in k in t: in lc TPHCM x l rt km khi khch hng khiu ni v cht lng ca in k, gy phn n trong d lun. T , bo ch tp trung soi vo v khui ra sai phm trong vic k hp ng mua in k in t, t khng hong bng n v Gim c in lc b mt chc. c) V tai nn my bay ca hng hng khng One-Two-Go: Trn cng mt t bo online, c 2 bi bo post cng ngy nh sau: Ngy 17-6-2006, 22g49: Tai nn lm dy ln s an ton ca hng khng gi r. Cc hng khng Thi Lan nhc nh hng hng khng One-Two-Go phi c trch nhim... Vi ging iu ny, bi bo gi ln cho c gi s thiu an ton v s thiu trch nhim ca hng khng gi r. T dn n lin tng: hng khng gi r ca ASEAN+6 (cc nc pht trin nht trong khi) cn nh vy, hng khng gi r ca ASEAN-4 (trong c VN) cn ra sao? Bi bo ny to nn mt ni s v hng khng gi r ni chung. Hn na, tc gi cn gii thiu tng thut t Phuket cng to nn s tin cy ni c gi. Ngy 17-6-2006, 22g48: Ph bo dng bo tr ca hng khng gi r c b ct gim? y l mt ta bi rt thu ht bn c, nht l trong bi cnh v tai nn my bay Phuket. Ni dung bi bo ni v cuc phng vn lnh o hng hng khng gi r Pacific Airlines. Trong khng nh rng: khng c loi my bay no dnh ring cho hng khng gi r, cng khng c tiu chun bo dng no dnh ring cho hng khng gi r. Hn na, hng khng gi r s dng nhiu my bay i mi gim chi ph bo dng... Bi bo ny to nn s an tm v hng khng gi r, vi cc lun c rt c l. Vn PR t ra sau 2 bi bo trn: Nu ch xt kha cnh PR, ni dung bi bo 2 khng phi l ngu nhin thc hin, hn na li
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qua mt bi bo 1 v thi im post bi ln mng (v s cng ng trn bo ra ngy hm sau). iu ny khin cho bi bo 1 thc hin rt cng phu ti Phuket ph sn v mc tiu to ra s e ngi v hng khng gi r. Ngha l Pacific Airlines c mi quan h cc k tt vi ngi c thm quyn trong t bo, ni nm na l Pacific Airlines c ni gin trong t bo, nh vy mi c bi bo 2 qua mt c bi bo 1. Mt cuc khng hong bt u t ni s: lin quan n tnh mng, sc khe... Ngha l khi mt sn phm c li (iu khng th trnh khi cho bt k cng ty no). Nhng nu ci li ny gy ra ni s hi ni cng chng th c c nguy c gy ra khng hong. Hn na, ni s ny c tnh ng dng: nu mt cng ty gy ra ni s, th nhng cng ty khc c sn phm tng t cng s b v ly. d) Cuc tranh lun v du c trong sa cho tr em: Sa cho tr em: Du c hay khng du c? l cu hi m khng t b m t ra trong nhng thng cui nm 2003, khi c mt lot bi bo ng li kt qu nghin cu ca tc gi Winston Koo (H Wayne State) cng cng s, ng trn chuyn san Pediatrics (Nhi khoa). Nhiu t bo c nhng bi bo phn bin to nn mt cuc tranh lun si ni trn mt bo. Hu qu l s hoang mang ni ngi tiu dng, trong phn ln cc b m ang cho con b bnh vi cc loi sa m phng cng thc sa m (gi tt l sa cng thc). Nguyn do ca s hoang mang ny l kt lun ca nh nghin cu Winston Koo: Tr em sinh thng khe mnh, n sa cng thc c s dng du c lm thnh phn chnh trong cht bo, c hm lng khong cht trong xng thp hn ng k so vi nhm tr em c cho n bng sa cng thc khng cha du c. Nhng kin phn bin cho rng: Mi ngy trn th gii c hng nghn cng trnh khoa hc nh ca Winston Koo. Vn l c quan no, ai c thm quyn cng nhn nhng kt qu nghin cu y?. Do l c 2 dng kin trn u l ca nhng chuyn vin dinh dng nn ngi tiu dng cng hoang mang. Tt nhin, ng sau v tranh lun ny l s tranh chp th phn ca cc hng sa v s hot ng ca cc cng ty v b phn PR ph trch vic qung b hnh nh cng ty, ph trch c vic nh m nhau trn cc phng tin thng tin i chng khi cn thit. 50 ngy sau nhng bi bo u tin v vn ny, nh nghin cu Winston Koo xut hin trc mt c ta gm cc bc s v cn b dinh dng trong mt cuc hi tho t chc ti i hc Y TPHCM (ngy 3/12/2003). Mt cuc hi tho ngn ngi (nhng khng km phn gay gt) nh th cha gip c ta c mt ci nhn y v vn mi m ny. Cc pht biu ca cc nh chuyn mn c tn tui (nh GS Hong Trng Kim, GS T Giy) vn ch dng mc wait and see. e) V kin ca lut s Liberati vi Vietnam Airlines (VNA): - Thng 11/1992, VNA k hp ng vi Cng ty Falcomar (Italy) lm i l ca VNA ti th trng . Theo pha nguyn n v kin l lut s Liberati, t 12/1992 ng ny thc hin mt s vic cho Falcomar vi t cch l i din cho VNA. - Ngy 14/9/1994, lut s gi n n Ta n Roma yu cu Falcomar v VNA thanh ton nhng chi ph cng vic m cng ta thc hin, tng cng 573 triu lia. - Ngy 1/11/1994, thng qua i s qun Italy ti H Ni, Ta n Roma gi giy triu tp cho VNA. Tuy nhin, VNA khng c i din tham d. Phin ta vn c tin hnh theo lut Italy. - Ngy 7/3/2000 Ta n Roma phn quyt VNA phi bi thng cho lut s Liberati 4 t 851 triu lia (khong 4,3 triu euro). V khng tham d phin ta, VNA khng bit c thng tin ny. - Ngy 2/5/2002 l thi im ht hn khng co, VNA nhn c th ca lut s Liberati cng trch lc bn n ni trn yu cu VNA phi tr 4,3 triu euro trong vng 30 ngy. VNA cng khng c ng thi g.
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- Ngy 18/2/2004, VNA nhn c thng bo ca y ban i n v Tch bin Php thng bo phong ta ti khon BSP Php (l ti khon thu t bn v my bay i l ti Php) thanh ton theo phn quyt ca ta n Roma. S tin phi thanh ton by gi l gn 5,2 triu euro do tnh thm li sut pht sinh (tng ng 100 t ng VN). - Trc s phc tp ca vn , ngy 9/6/2004, VNA bo co s vic vi Th tng VN. ng Nguyn Hi, vi t cch Trng phng Thng mi ca VNA, ngi k gia hn hp ng gia VNA v Cng ty Falcomar, ng thi cng chnh l ngi k cng vn tr li Ban i ngoi Hnh chnh khi xy ra v vic l VNA khng h tuyn dng ng Liberati, khng nh v tranh chp ch l v vic gia Falcomar v ng Liberati. Theo ng Hi, c 3 quy nh trong hp ng i l gia Falcomar v VNA c ng gi l 3 l chn chng t VNA khng c trch nhim vi ng Liberati: VNA khng chu trch nhim g i vi tha thun hay hp ng do Falcomar k kt. Min tr trch nhim cho VNA khi mi tn tht do i l Falcomar gy ra. Quy nh trng ti phn x khi c tranh chp l Phng Thng mi v Cng nghip VN (VCCI). Nh vy Ta n Roma ra phn quyt VNA phi bi thng cho lut s Liberati (l i tc ca Falcomar) l v l. Nhng liu y c phi l nhng l chn an ton nh ng Hi ni khng? - ng V Tin Lc (Ch tch VCCI): Hp ng gia VNA v Falcomar quy nh trng ti phn x l VCCI l sai, v VCCI khng c chc nng phn x. Ch c th quy nh trng ti phn x l Trung tm Trng ti quc t VN bn cnh VCCI. - ng Trn Hu Qunh (Ph ch tch Trung tm Trng ti quc t VN): Ngay c khi hp ng quy nh trng ti phn x l VCCI th khi nhn c n kin ca lut s Liberati, Ta n Roma vn c thm quyn xt x cng nh c quyn bc quyn phn x ca VCCI. V iu khon trong hp ng khng tun th theo quy nh ca php lut VN, php lut hay cng c quc t. Nhng v vic m doanh nghip VN vng phi thi gian qua c mt nguyn nhn c bn l do doanh nghip vn cha nhn nhn ng tm vn php l v cc tranh chp c th xy ra khi lm n vi bn ngoi. Bao trm ln hot ng ca cc doanh nghip l quan nim mi chuyn c th gii quyt bng nhiu cch thay v mi vic phi gii quyt c bn da trn cc cng c php l. Quan nim truyn thng ca chng ta l nh vy nn khi xy ra chuyn chng ta rt b ng. - ng Nguyn Xun Hin (Tng Gim c VNA): y l bi hc ln v kinh nghim lm n vi quc t. Qu thc vo nhng nm 1994, hiu bit v php lut quc t ca VNA cha nhiu nn mi xy ra chuyn rc ri hm nay. Nu tham d phin ta t u th c thua kin VNA cng ch mt na triu USD cho lut s Liberati. Hin nay, ch cn nhng v khch nc ngoi kin ra ta v nhng vic lin quan n v my bay tr gi 60 USD, VNA cng phi theo kin ngay ch khng th b qua.

O C BO CH
1) Nhng vn v o c bo ch: a) Hnh nh cng ty di lng knh bo ch: Bo ch ng vai tr trung gian (xut pht t ting Latin Medium = trung gian, gia), c th v mi t bo l mt lng knh (thm ch mi phng vin l mt lng knh con). Nh vy, hnh nh ca mt cng ty khi n c vi cng chng c th khng cn nh mong mun ban u, do hiu ng ca lng knh gy ra. Khi cng chng nhn mt t chc no qua lng knh bo ch, s bin dng hnh nh b nh hng bi cc yu t sau: Quan im ch quan ca phng vin, bin tp vin.
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Tnh chuyn mn (expertise): VD Attorney General (Atty-Gen) c tra trong t in l Tng chng l, nhng ngi am hiu chuyn mn s hiu rng l B trng T php nu dng trong ng cnh M. chnh xc (accuracy): thng tin cho bo ch khng c thm/bt m phi ngn gn nhng y , chnh xc. Chnh s ngy ng ca nh bo gp phn cho nm 2007 tr thnh nm ca ni s ung th. in hnh l cc v vic sau: Ht g Trung quc. Son mi c cht Sudan. Nc tng c 3-MCPD. Bn nc inox Ton M. Su ring. Bi chm. Mt nh bo c tn tui ni: Tn s xut hin ca nhng thng tin gy hoang mang trn t l vi tn s ngy ng ca bo ch. Trong s nhng ngi lm PR c ln nhiu thnh phn khng lng thin (honesty), m nh bo cn ngy ng mi th nhng ni s ca cng chng vn cn di di. VD: v bo ch a tin n bi c th gy ung th, mt vi c quan bo ch khng chuyn mn cn nhc ging iu (tonally) ca bi bo, kt qu l gy s e ngi ni ngi tiu dng, h ty chay bi khin ngi nng dn b thit hi. b) Li mn ca cc cng ty Vit Nam: Cc cng ty VN hay mc hi chng t chc hi tho: hi tho v sn phm A, dch v B... thm ch c cng ty cp nc mun tng gi bn nc cng t chc hi tho. Kt qu l cc phng n tng gi nc b bo ch ph phn ti bi. Cng ty nc khng d bo c phn ng ca d lun. L ra h cn phi c nhng bc chun b di hi hn. Cch lm tt hn: Thc t vic tng gi nc l bt buc, nhng khng th a ra thng tin mt cch t ngt nh vy. Thay vo phi chun b d lun bng cch a ln bo nhng thng tin c ch ch thm d thi cng chng. Bt u bng th thut a ra cc lung thng tin: Thng tin v tnh hnh nc c; tip theo l thng tin v vic x l nc c rt tn km ( kin ca cc chuyn gia, cc phi on kho st nc ngoi...). S thiu ht thit b (ng h nc, ng ng, nh my lc, trm bm...) cho k hoch pht trin mng li cho ton khu vc... p lc ca nh u t phi thay i v gi nc h u t vo h thng nc. Dn dn, cng chng s hiu rng: cn phi tng gi nc khc phc. Khi cng chng chp nhn vic tng gi nc, th mi a ra cc phng n tng gi la chn. c) V du c trong sa tr em (thng 12/2003): Trong vng vi ngy, c 11 t bo a tin v mt nghin cu cho rng: sa c du c gy gim ha xng tr em. Hu ht cc hng sa c sn phm VN u c thnh phn du c trong sa (ch tr hng Abbott l khng c). Nhng hng sa b nh hng phn cng bng cch cho ng trn nhng t bo khc rng: kt qu nghin cu trn l khng ng tin cy. Cuc chin trn mt bo ko di hn 1 thng. Hng sa Abbott mi 3 tc gi ca cng trnh nghin cu sang VN, t chc mt cuc thuyt trnh trong ging ng i hc Y Dc. Cc hng sa i th phn ng gay gt ngay ti cuc thuyt trnh ny. Ch tch on l cc lnh o Hi Dinh dng kt lun theo kiu d ha vi qu. Sau , B Y t chnh thc cng b thnh phn du c trong tiu chun cho php th khng nh hng xu cho ngi tiu dng. y l mt v d tiu biu cho hng t vn PR gy ra tr bn ny nh cc i th khc. H tn dng c s ngy ng, khng chuyn nghip ca bo ch tung ra v du c. Ngi lm PR chn chnh khng th da vo cc n th ny.
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Trn th gii Abbott l mt hng khng l v dc phm, sa ch l sn phm nh. Nhng th trng VN, Abbott kinh doanh rt mnh v sa. Tic rng h s dng hng t vn PR ti, cho nn hnh nh ca h i vi bo ch sau v du c rt xu. H cn phi b ra nhiu nm sa cha sai lm PR ny. C nhng lc b phn PR phi bc b kin ca b phn Sales bo v hnh nh ca cng ty. Nhim v ca 2 b phn ny khc nhau nn quan im cng khc nhau: Honesty (trung thc) ca Sales l khch hng tr tin th ti cung cp sn phm y cht lng; cn Honesty ca PR l tn trng nhng tiu chun cao nht v s chnh xc v s tht, nhm thc y nhng li ch ca khch hng v gii ch/ngi thu lm PR (theo nh ngha ti ngh nh th ton cu v PR 2002). 2) Ngh nh th ton cu v PR ma h 2002: Tuyn ngn v cc nguyn tc (declaration of principles): Mt ngh nghip c phn bit bi mt s c tnh v tnh cht, bao gm: Thnh tho mt k nng tr tu c th thng qua gio dc v o to. Chp nhn trch nhim i vi mt x hi rng ln thay v mt khch hng/ngi ch (ngi ch = ngi thu lm PR). Khch quan (objectivity). C tiu chun cao v t cch o c (conduct) v hiu qu (performance). Chng ti cn c vo nhng nguyn tc chuyn nghip ca mnh, cn c vo nhng gi tr v phm gi ca c nhn. Chng ti tin tng v ng h p dng t do v quyn con ngi, c bit l t do pht biu, t do hi hp v t do v truyn thng, l nhng yu t cn thit cho thc tin PR. Nhm p ng s quan tm ca khch hng v gii ch, chng ti xin cng hin v mc ch truyn thng, hiu bit v hp tc tt hn gia nhng c nhn, tp th v th ch x hi khc nhau. Chng ti cng tn thnh (subscribe) v ng h s bnh ng v vic lm trong ngh PR v pht trin chuyn mn trn i. Chng ti trnh trng cam kt (we pledge): C x (conduct ourselves) mt cch chuyn nghip, vi s chnh trc (integrity), chn tht, chnh xc, cng bng v c trch nhim vi khch hng v cng chng ca mnh v vi mt x hi c hiu bit (informed society). Hon thin (improve) nng lc c nhn ca chng ti, tng cng hiu bit v thnh tho v ngh nghip thng qua hc hi v nghin cu khng ngng ti bt k ni no c th. Trung thnh (adhere) vi nhng nguyn tc ca ngh nh th ton cu v o c trong PR (Global Protocol on Ethics in Public Relations). Nhng tiu chun ca ngh nh th (protocol standards) Chng ti tin tng trch nhim ca mi t chc (association) v mi thnh vin trong nhng t chc ny v vic tham gia vo ngh nh th ton cu v o c trong PR : Tha nhn trch nhim bo v v hon thin ngh nghip. Thng bo cho bit (keep informed) v gio dc (educated) v nhng thc tin trong ngh nghip nhm bo m v mt o c (ethical conduct). Tch cc theo ui s pht trin ngh nghip c nhn. Xc nh chnh xc nhng hot ng PR no c th v khng th thc hin (accomplish). Khuyn rn (counsel) nhng thnh vin ca mnh v nhng quyt nh o c ng n ni chung v c trong trng hp c th. Yu cu cc thnh vin tn trng (observe) nhng xut o c v nhng th tc ng x (behavioral requirements) trong ngh nh th. Chng ti cam kt (committed) v nhng thc tin o c, gi gn lng tin cng chng v theo ui u im truyn thng o c (ethical communication excellence), vi nhng tiu chun mnh m v hiu qu (performance), trnh nghip v (professionalism) v o c (ethical conduct).
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S ng h tch cc (advocacy) Chng ti s phng s khch hng (client) v ngi ch (employers) ca mnh bng hnh ng nh l ngi ng h c trch nhim v cung cp mt ting ni trong thng trng tng (the market place of ideas), thc t v quan im gip cuc tho lun chung c hiu bit (informed public debate). Lng thin, trung thc (honesty) Chng ti s tn trng nhng tiu chun cao nht v s chnh xc v s tht nhm thc y nhng li ch (interests) ca khch hng v gii ch. S lim chnh (integrity) Chng ti s kim sot (conduct) cng vic ca mnh vi s lim chnh v tn trng nhng nguyn l v tinh thn ca b lut (Code), theo cch m danh ting c nhn ca chng ti, ca gii ch v ca ngh PR phi c bo v. S thnh tho (expertise) Chng ti s khuyn khch cc thnh vin t c v s dng kin thc chuyn mn/kinh nghim mt cch c trch nhim xy dng s hiu bit v s tn nhim ca khch hng/ngi ch. Hn na, chng ti s tch cc thc y v hon thin ngh nghip thng qua pht trin ngh nghip khng ngng, nghin cu v gio dc. Lng trung thnh (loyalty) Chng ti s nhn mnh (insist) rng nhng thnh vin phi trung thnh (faithful) vi nhng g h trnh by, trong khi ngha v vinh quang ca h l phc v li ch x hi (interests of sociaty) v ng h quyn t do din t. Ci tin ngh nh th (advancing the protocol) Chng ti tin tng trch nhim ca mi t chc thnh vin (member asssociation) l thu ht (draw upon) nhng kinh nghim thnh vin ca mnh tng thm cc bi hc thc tin v nhng hnh ng tt/xu nhm thng tin tt hn v nhng thc tin o c. Cc kinh nghim phi c chia s rng ri vi cc thnh vin khc trong t chc v vi lin minh ton cu (Global Alliance) nhm xy dng nhng bi hc qu kh c th tr gip (assist) nhng tnh hung c th trn ton th gii. Ph lc A a ra mt vi hng dn gi tr c bn cho cc thnh vin. Ph lc B l mt b cc tnh hung hc tp b sung nhng tnh hung i thc v thc tin o c trong PR. C 2 vn bn ny cn phi c b sung gi tr v c tm quan trng ton cu (meaning to the universal code). i ng d tho cho B lut Lin minh ton cu v o c: Jean Valin (Canada), Don LaBelle (Canada), Chris Skinner and Gary Mersham (South Africa), Jim Lukaszewski (US), Nigel OConnor (UK), Toni Muzi Falconi (Italy), Ulli Sats (Estonia). Nhng nguyn l ca thc tin o c trong PR (principles for the Ethical Practice of PR) Nhm lm vic xin cm n y ban PRSA v nhng tiu chun v o c v ngh nghip, thng qua vic cung cp ngun cm hng (inspiration) v nhng nguyn tc hng dn v vic s dng nhng bi hc tnh hung trong ph lc A. Li m u (preamble) Mt b lut v ng x o c v ngh nghip l mt vn ring l cn c xem xt nh l mt ch dn c th a ra nhng quyt nh lnh mnh (to make sound values-based decisions). Thnh tch o c (ethical performance), khng phi nhng nguyn l (principles), rt cuc t c ci g. Khng ai c th tuyn b chnh xc kt qu trong mi tnh hung. Tuy nhin, chng ti c th ng dng nhng gi tr chung v nhng qu trnh ra quyt nh (decision-making processes), i n mt kt lun (to arrive at a decision) v bin minh n trc nhng ngi khc.
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Trong vic to ra quyt nh, chng ta cn c hng dn bi thc cao hn v phng s ton b cng chng thay v mt c tri c th trn mt a bn ring bit. Cn nhc vic bo v tnh ring t ca c nhn v tn trng c t ln cu ch ca nhng b lut ph hp. Hng dn vic to ra quyt nh (decision-making guide) 1. nh ngha nhng vn /xung t o c c th. 2. Xc nh nhng yu t bn trong v bn ngoi (VD: php lut, chnh tr, x hi, kinh t) c th tc ng n quyt nh. 3. Xc nhng nhng gi tr then cht (key values) c t ra trong vn . 4. Xc nh nhng nhm ngi s b nh hng bi quyt nh v nh ngha trch nhim v ngh nghip PR cho tng nhm. 5. Chn nhng nguyn tc o c nh hng cho qu trnh ra quyt nh. 6. To ra quyt nh v bin minh (justify) n vi tt c nhng ngi b nh hng bi quyt nh ny (v c cng chng nu cn). 3) Nhng bi hc tnh hung (case studies): Case Study: Cng ty n ton cu Widget lun ghi tc (set in stone) mt chnh sch l Khng Phi By (Non-Disclosure). i ng Account ca cng ty PR Rapal&Rapal c ch dn tng tn v tnh cch mng ca mt sn phm mi, nhng thng tin ny b r r n gii truyn thng mt cch v tnh bi mt nhn vin PR say xn. L cng ty PR, bn phi lm g? 1. Xc nh vn o c c th: Ti c thng bo n khch hng nhng g xy ra? Ti c nn c gng lin h vi bin tp vin gi kn cu chuyn (hold story)? Trch nhim ca ti i vi nhn vin vi phm? 2. Xc nh nhng yu t bn trong v bn ngoi c th nh hng n qu trnh ra quyt nh: Bt buc phi tn trng nguyn tc Khng Phi By. Chnh sch ca gii truyn thng lin quan n nm bt cu chuyn (hold on story). Trch nhim i vi nhn vin ru ch qu (intemperate employee). 3. Xc nh gi tr c bn: Tnh trung thc (honesty). Tnh c lp (independence). Lng trung thnh (loyalty). S ngay thng (fairness). 4. Xc nh nhng nhm ngi b nh hng: Cng ty Widget. C quan truyn thng nm c thng tin r r v cc c quan truyn thng khc. Nhn vin ca cng ty Rapal&Rapal. 5. Chn nhng nguyn tc o c: Bo v lng tin (safeguarding confidences). S tn nhim ca khch hng (clients trust) yu cu phi bo v thch ng nhng thng tin b mt (confidential information). Trch nhim i vi vic bo v quyn ring t (privacy right). 6. Ra quyt nh: Thng bo ngay lp tc n khch hng v v vi phm. Yu cu bin tp vin gi kn thng tin v a ra mt c quyn (exclusive), hoc Cn nhc vic a ra mt thng co mi hn. Chm dt ngay nhn vin vi phm.
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Hy vng bn khng b kin v/hoc khng b thit hi tin bc. Case Study: Bn lm vic ti Ngn hng vng su vng xa (outback bank), qung b mt chng trnh c bit cho 10 ngn nhn vin. Cng ty PR c thu lm cho chng trnh ny xut s dng dch v ca Cng ty Large Promotion. Nhng gt mc ch: v ca bn chnh l ch Cng ty Large Promotion. Bn phi lm g? 1. Xc nh vn o c c th: Ti c thng bo n Gim c Ngn hng? Ti c nn yu cu Cng ty PR chn ngi bn (vendor) khc? Ti c cho Cng ty PR chn ngi bn? Large Promotions a ra gi tt nht, iu ny cha tt sao? 2. Xc nh nhng yu t bn trong v bn ngoi c th nh hng n qu trnh ra quyt nh: Xung t v chnh sch li ch (interest policy) ca Ngn hng. Xung t v chnh sch li ch ca Cng ty PR. Trch nhim i vi nhn vin. 3. Xc nh gi tr c bn: Tnh trung thc (honesty). S thnh tho (expertise). Tnh c lp (independence). Lng trung thnh (loyalty). S ngay thng (fairness). 4. Xc nh nhng nhm ngi b nh hng: Ban lnh o Ngn hng. Nhn vin Ngn hng. 5. Chn nhng nguyn tc o c: Xung t v quyn li (confict of interest). Trnh nhng xung t v quyn li (d l thc t, tim nng hoc ch l nhn thc c) xy dng lng tin (builds trust). 6. Ra quyt nh: Thm ch iu ny c s chp thun ca Gim c Ngn hng, bn vn phi thng bo vi Cng ty PR v quyt nh ca bn l khng s dng dch v ca Cng ty LP. Case Study: Cng ty Thit k nh Sussex nhn mt d n nh chung c ti khu vc Great London, trc y l mt nn ng v tn ti mt lng nhim thp. Bn c yu cu truyn thng v d n ny. Nhng sp ca bn khng mun ng g n chuyn nhim. Bn phi lm g? 1. Xc nh vn o c c th: Bn c thc hin theo ch th ca sp? Nhng ngi thu nh tim nng (potential renters) c nn bit thng tin v nhim? 2. Xc nh nhng yu t bn trong v bn ngoi c th nh hng n qu trnh ra quyt nh: Nh thit k c phi tun th lut php v vic tit l thng tin lch s khu t? Nhng bc m nh thit k phi thc hin lin quan n vic nhim? S kim tra (monitoring) c phi l mt chin lc? C dn (residents): liu h c b nh hng bi tnh trng khu t trong tng lai? 3. Xc nh gi tr c bn: Tnh trung thc (honesty). Tnh c lp (independence).
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Lng trung thnh (loyalty). S ngay thng (fairness). 4. Xc nh nhng nhm ngi b nh hng: Nh thit k. Chuyn vin PR. C dn tng lai. 5. Chn nhng nguyn tc o c: Hon thin ngh nghip PR. Phi by (disclosure) thng tin. 6. Ra quyt nh: Bo co v mi trng l mt thng tin cng cng (public information). Truyn thng m v trung thc (open and honest communication) vi tt c ngi tham gia (parties) l ti quan trng (paramount). Danh ting ca cng ty bn v ngh nghip bn ang b lm nguy (at stake). PR chuyn nghip i hi bn thuyt phc sp phi phi by thng tin ny.

THIT LP QUAN H VI BO CH
1) Tm quan trng ca bo ch: Quyn lc th 4 l cm t c nhiu ngi nhc n khi ni v bo ch (ng sau 3 c quan quyn lc lp php, hnh php v t php). l do thi ngy th, c tin ca dn chng: bo ni g cng tin! Hn na, v bo ch l phng tin thng tin i chng, nn khng phi ch mt t ngi, m l hng triu ngi chu tc ng ca nhng thng tin bo ch a ra. Thc t cho thy trong 10 nhm i tng c bn ca PR th bo ch lun v tr rt quan trng. Mt khc, trong thi bui chuyn nghip ha thng tin, ngi lm cng vic PR cho cc t chc/doanh nghip c bit n nh cnh tay phi ca bo ch, l u mi trong vic thu thp thng tin. Ni cch khc, PR v bo ch c mi quan h tng h. Mt s bt cp cn tn ti trong mi quan h PR bo ch: S pht trin ca nn kinh t, khoa hc, k thut... khin mt t bo cng khng th nm bt c tt c cc lnh vc, t dn n tnh thiu tnh chuyn nghip (expertise) v thiu s am hiu trong nhng tin tc a, m in hnh l v bn nc inox Ton M c hm lng mangan cao, v bi chm gy ung th... V pha doanh nghip: h quan im v quan h PR vi bo ch rt n gin, l lm sao c nhng bi bo ca ngi tn tui ca h. T , doanh nghip khng c tm nhn, chin lc di hn trong hot ng PR vi bo ch. Nn to c hi cho bo gii c tri nghim nhng sn phm, dch v ca doanh nghip. Ngay c vic tham quan dy chuyn cng l mt hnh thc tri nghim. Nu nh bo tin tng vo s hin i, nghim tc ca dy chuyn th nhng s c xy ra i vi sn phm cng c h nhn nhn nh l mt s c hn hu. T , h s a tin vi ging iu nh nhng hn. Cng v khng nh gi ng vai tr PR, nn mt s doanh nghip c khuynh hng tuyn dng mt s n nhn vin tr, p v c hiu bit v ngoi ng, bo ch, marketing... lm PR. Vn kin thc x hi ca cc nhn vin ny khng nhiu, kh nng v chin lc khng cao, dn n cc sai lm trong vic to mi quan h vi bo ch (c bit trong vic son thng co bo ch): Thng co bo ch l phng tin lin lc chnh gia PR vi bo ch. Rt nhiu ngi lm PR hng say vit thng co bo ch, nhng li khng nm c mt nguyn tc c bn ca
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thng co bo ch l phi chnh xc, thng tin y (theo nguyn tc 5W+1H). Hu ht cc bo ln ngy nay u tng k, nn tnh cnh tranh rt cao. Dng ch Thng tin dng ng ngay hoc Thng tin ng t ngy... gy s kh chu. Do tnh cnh tranh thng tin, khng mt nh bo no mun vit tin tr. Ngoi ra, cng phi k n yu t phong cch bo ch: vi bo ch nc ngoi cc dng ch trn l rt bnh thng; nhng vi bo ch VN th h li c cm gic kh chu v cm thy b ra lnh. Tn cng nh bo bng in thoi. iu ny xut pht t s lo lng khng bit thng tin n tay nh bo cha, nhng c thc hin thiu tinh t nn gy ra s bc bi. Nhng im ngi lm PR cn lu khi quan h vi bo ch: Khi c s c, vic ni vng vo l khng nn. Ngi lm PR hoc khng ni, hoc phi ni thng ni tht. Bo ch khi nghi ng cng ty giu dim iu g th cng mun tm hiu. Ngi vit thng co bo ch phi hiu thng tin c g mi m khng, c tc ng n cng chng nh th no... cung cp thng tin p ng c cc tiu ch ny s c bo ch nhn nhn l ngi lm PR rt nghim tc v chuyn nghip. Khi cung cp thng tin, khng tranh ci vi nh bo v chuyn ng sai. Phi quan tm n thi hn deadline. Thng tin qu chm s khng c bo ch s dng. Lm th no gii quyt mu thun ca mi quan h PR bo ch? Lm th no chim c tnh cm ca gii truyn thng, h mt ti v chu a tin? Li gii p l ngi lm PR phi nng tm chuyn nghip ca mnh ln trong hot ng PR. a) Nng tm chuyn nghip: - Thit lp mi quan h vi bo ch: Xy dng quan h da trn s hiu bit, tn trng v tin tng ln nhau. Ngi lm PR phi lm cho nh bo hiu r cng vic ca mnh. l cng vic ca ngi trung gian v lm p thng tin, lm cho thng tin tr nn r rng, sc nt; l cng vic ca ngi h tr cc i tc (bo gii) trong vic tm kim thng tin, gip i tc chuyn ti ti cng ng nhng thng tin cn thit v hp dn. Mt mt, PR khng lm mt thi gian ca phng vin bi nhng vic khng lin quan, nhng mt khc phi nn h nm c nhng g PR ang lm. PR cn i su vo hot ng ca mnh hn l ch ch trng u t cho quan h; t vn doanh nghip cung cp thng tin hoc to ra cc s kin; u mi thng tin hp dn cho cc nh bo tc nghip. - S dng hiu qu thng co bo ch: Thng co bo ch l phng tin lin lc chnh gia PR l bo ch. to hiu ng truyn thng, ngi lm PR phi bit to ra ci mi, c li din t ngn t tt v truyn ti c tt c nhng iu bng thng co bo ch. Khu son tho thng co bo ch rt quan trng, thng tin phi c chn lc, th hin nt c o ca v vic v phi c ngha (i vi bo ch, i vi cng chng). Bt u thng co bo ch mt cch n tng, i thng vo vn vi nguyn tc 5W who, what, where, when, why. Trong 1-2 cu u phi a c ht ni dung trn. Phn tip theo mi trnh by cc thng tin chi tit. Mt s phng vin s dng nguyn vn thng co bo ch, hoc ch chnh sa i cht. Do ngi lm PR phi chun b thng tin sao cho tht thun li vi nh bo: copy sn ra a, s dng font ch ph bin, chn sn mt s hnh nh cht lng cao... Hy t mnh vo v tr ca c gi t bo khi vit thng co bo ch m bo thng co bo ch ca mnh thu ht c c gi, khin h cm nhn c y l nhng thng tin b ch v cn thit cho h. a ra cc con s thc, cc kt qu minh ha cho ngun tin, tng tnh thuyt phc. Khng nn dng cch vit qu hoa m, vng vo m nn i thng vo vn . Khng dng cc thut ng qu chuyn mn. Thng ip PR khng nn dng cc kiu ku gi nh Hy..., Nhanh chn ln... v
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ngi tiu dng qu ngn vi nhng kiu ku gi nh vy. Cn c thm thng tin nn v lch s pht trin ca cng ty, v sn phm/dch v... v cui cng phi c tn, a ch, in thoi, email ngi lin lc khi nh bo cn thm thng tin. - To cc c hi mang tnh truyn thng cao: To chin dch PR: phi tm c ch cho tng chin dch, thng trong khong thi gian 3-6 thng. VD: OMO o trng ngi sng tng lai, Alaxan Chin thng ni au... Cho ngi vit thng tin s tri nghim: bt c ai khi c tn hng hay tham gia mt s kin no, h thng t ho v mong mun chia s vi ngi khc. Nn t chc cc chng trnh dnh ring cho cc phng vin tri nghim, c bit vi cc ngnh du lch, dch v cao cp. Tuy nhin, cng ty cn c s chun b chu o, k lng bo m nhng ghi nhn ca phng vin u p v to n tng kh phai. iu ny cn gip ch rt nhiu trong vic to dng mi quan h tt p, lu di vi phng vin. Vi cc s kin nh m doanh nghip vn mun lm PR: linh hot tm hiu k s kin, bit xu chui vi nhiu s kin khc ca doanh nghip, ca ngnh/lnh vc m doanh nghip hot ng... to kt qu nh doanh nghip t ra. b) Mt s mu thng co bo ch: Mu 1: Th ti mua sm cng Richs Ngy 16/11/2005 ti Maximark Cng Ha din ra cuc thi Th ti mua sm cng Richs. Bn cnh rt nhiu tr chi v phn thng th v cho cc i tham d, 3 i may mn nht c th hin ti mua sm dnh c nhiu mn qu c ngha nht tng thy c ca mnh. Vi xe y hng, mi i s c 10 pht ly nhng mu hng nh trong danh sch cung cp. Gii nht c trao cho i c s lng hng mua nhiu nht theo ng danh sch. Gii nh v ba s c trao cho 2 i cn li. Trong trng hp s hng bng nhau, gii thng s c cn c theo gi tr hng mua trn ha n. Gi tr hng mua ca i no cao hn th i s ot gii cao hn. Gii nht thuc v i ca bn V Th Bch Ho cng thy Timothy Russell (Trung tm Cetana PSB Intellis) vi tr gi tin mt l 3.000.000 VN (dnh cho thy v ngi tham d) v ton b sn phm 2 thy tr chn c tr gi 1.125.200 ng c tng ring thy Timothy Russell. y l chng trnh do Richs mt tp on ni ting vi cc sn phm kem sa ti khng c ngun gc t sa ng vt t chc nhm tn vinh cng lao ca nhng ngi lm thy nhn ngy Nh gio VN va qua. Mu 2a: Rohto Mentholatum k nim 10 nm ti VN (option 1, chnh thng) Va qua, Cng ty Rohto Mentholatum VN t chc k nim chng ng 10 nm hot ng ti Nh thi u Nguyn Du (TPHCM) vi s tham d ca ng Kuniko Yamada ch tch Rohto Nht Bn, hn 2.000 i tc, khch hng v cc nh phn phi trong 10 nm qua cng ton th CB-CNV Rohto Mentholatum VN. Vi s mnh mang sc khe v v p n cng ng, Rohto Mentholatum VN c c s pht trin bn vng, lin tc nhiu nm lin c ngi tiu dng bnh chn Hng VN cht lng cao v danh hiu thng hiu ln mnh ti VN. Bn cnh vic khng ngng nghin cu v pht trin sn phm mi, Rohto Mentholatum v ang c nhiu ng gp cho x hi qua rt nhiu chng trnh cng ng c nh gi cao. Cng trong bui l, i din Cng ty trao tng 20 sut hc bng c tng tr gi 40 triu ng cho cc SV ngho thuc khoa Dc ca Trng i hc Y Dc TPHCM v Trng Trung hc Y t Bnh Dng. L k nim 10 nm ca Rohto Mentholatum VN s c pht sng trn knh HTV7 vo lc 11 gi ngy 11/11/2006.
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Mu 2b: Rohto Mentholatum k nim 10 nm ti VN (option 2, vn ha vn ngh) Tn hng nhng gi pht cui tun th v vi chng trnh ca nhc c bit Nhp bc 10 nm k nim 10 nm thnh lp Cty Rohto Mentholatum VN trn HTV7 lc 11 gi ngy 11/11/2006. Chng trnh c thc hin cng phu, honh trng vi s tham gia ca MC Thanh Bch, n vng 2006 Hng Phng v nhng ca s, nhm nhc ni ting. Bn s gp li mt Lam Trng tr tnh trong cc ca khc TopTen Ln Sng Xanh quen thuc, mt oan Trang thit tha vi Bng khung, H Ngc H xut thn trong tnh khc mi ca nhc s c Tr v tht th v khi thy nhm My Trng trong trang phc kimono i khp nm chu... y cng l dp cho cc fan hm m tam ca o Trng gp li nhm nhc n duyn dng ny sau thi gian di vng bng v phn trnh din c bit ca ca s Yoko n t Nht Bn vi ca khc ni ting trong phim truyn Ngi sao may mn c Rohto ti tr pht sng nm 1999, cng rt nhiu tit mc c sc khc. Mu 3: Gii thiu Country Club

2) T chc thit lp v duy tr mi quan h vi bo ch: a) Xy dng mt danh sch phng vin bo ch: Hnh thnh mt danh sch phng vin, cc c quan bo ch (vi y tn tui, bt danh, lnh vc ph trch...) chnh xc v c gi tr hin hnh l mt vic rt quan trng i vi ngi lm PR. Nhng trc ht, nu l PR agency, ta cn phi xc nh khch hng tim nng ca mnh thuc loi hnh sn phm/dch v no xc nh phng tin truyn thng thch hp (truyn hnh, truyn thanh, bo, bo ngy, tp ch chuyn ngnh, truyn thng trc tuyn...). Sau ln danh sch mt cch c h thng: tn bo, tn phng vin, lnh vc h ph trch, thi hn cht h nhn thng tin... Nu l PR ni b, i tng khch hng c doanh nghip xc nh, nhng t bo/knh truyn hnh m i tng ny a thch cng c th xc nh. T ngi lm PR c th khoanh vng nhng u bo no, nhng phng vin no cn quan tm. Nn c nhng s bo ra gn nht nm c quan im, phong cch ca mi t bo, cc bt danh thng xuyn vit v ti m doanh nghip quan tm. C rt nhiu cch xy dng danh sch phng vin bo ch, nhng cc cch sau y t hiu qu kh cao m khng tn nhiu chi ph v thi gian:
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Gi in thoi n ta son (gi n s my trc ban ta son, s my ca th k ta son, ph TBT ph trch ni dung...) xin tn ca phng vin ph trch mng c lin quan, s in thoi, a ch email, chc danh, bt danh... C th nh cc phng vin quen bit gii thiu nhng ng nghip ca h cc t bo khc, hoc chuyn mc khc trong cng t bo. Thng thng cc phng vin bo i c mi quan h qua li vi nhau v thng rt sn lng gii thiu nhau theo kiu ny. Nu l agency, ta c th s dng danh sch phng vin m khch hng c sn. b) Lm th no ng ti thng tin t nhng mi quan h ny? Mc tiu ca ngi lm PR khi quan h vi bo ch l to ra mi quan h trn c s bnh ng v h tr ln nhau trong cng vic truyn thng, nhm em n cho cng chng nhng thng tin chnh xc v b ch. Chnh v vy, ngi lm PR phi ch ng trong vic kin to thng tin v cung cp thng tin cho bo ch. Phi lm sao phng vin hiu rng: vi s kin no , nu khng a tin th s thit thi u tin chnh l bo ch. Cung cp thng tin bo ch ng ti phi lun c tnh hp dn, c gi tr ch thc. S kin do cng ty to ra thc s l mt tin tc hp dn, li cun bo ch v cng chng. Khi vai tr ca ngi lm PR s c nng ln v to c hiu ng tch cc cho bo ch v ngi lm PR. Ghi nh cc tiu ch sau: Vn mu cht nm ch cc nh bo m ta mun kt giao ch lun quan tm n nhng thng tin thch hp vi c gi ca h. Hy dnh thi gian tm hiu nhng iu m t bo/phng vin quan tm nht, ta s tr thnh ngi bn ca h. a tin chnh xc v r rng, c bit l cc con s thng k. Ch gi bn tho cui cng khng lm ri thng tin cng nh mt thi gian ca phng vin. Tm hiu hnh thc a tin ca mi t bo (mi t bo c mt phong cch a tin ring). Gi hnh nh lin quan, c ch thch r rng. Trn thc t mt bn thng co bo ch, d c ni dung c sc, cng ch l bc u g cnh ca truyn thng. Cn phi c thm nhng n lc khng mt mi nhng g xut hin trn mt bo ng vi nhng g m ta mong mun. Trong hu ht cc trng hp, vic nhc gii truyn thng qua nhng knh lin lc khc (in thoi, email) cng rt cn thit, nhng phi ngn gn v c thi im ph hp. Nhng cuc lin lc vi phng vin s c tc dng gii thch r hn v cu chuyn m ta mun truyn t. Cn phi chun b k lng c th tr li tri chy mi cu hi ca phng vin. iu ny s lm tng s tin tng ca phng vin, qua d c h ng h. Hy chun b gi mt b ti liu bo ch (presskit) y bao gm: cc thng tin c bn, hnh nh... Cn ch ng tm n phng vin v hng s quan tm ca h ti cc s kin m ta quan tm. ng th ng ngi ch phng vin n tm bn. Lun dnh thi gian cho phng vin khi h cn n ta. Khi mt phng vin cn tm mt thng tin no , ngi lm PR phi bit p ng nhanh nht c th, hoc phi thng bo kp thi nu khng th cung cp thng tin ng thi hn. c) Xy dng v duy tr mi quan h lu di vi bo ch: Nhng thng tin cn thit phi thu thp t phng vin bao gm: Tm hiu xem h vit tin/bi nhiu hay t trong lnh vc m h ph trch. Tm hiu gu vit, ging iu ca h ra sao. C phng vin thch vit dn tri, nhng a phn th vit c ng... Tm hiu lch lm vic ca h, thi gian np tin/bi ca h cho ta son nh th no. Tm hiu xem h thch nhn thng tin theo phng thc no (email, bn in, CD....). Tm hiu k nhng yu cu c th v mong mun ca h. VD, c phng vin thch nhn c hnh nh p, c phng vin cn nhng thng tin chi tit... Tm hiu xem h c thch gp g ngi lm PR hay khng. Thc t cng c kh nhiu phng vin khng thch s dng thng tin t nhng ngi lm PR gi n.
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Tm hiu v thng tin c nhn ca h: gia nh, s thch... Khi xy dng c mi quan h vi phng vin ri th vic duy tr mi quan h mt cch lu di v tt p cng quan trng khng km. iu ny i hi ngi lm PR phi kho lo ng x trn tinh thn hp tc. Phi t r s chn tht v lm cho phng vin hiu c bn cht cng vic ca mnh v to dng mi quan h thn thin trn c s i bn cng c li. iu ti k trong lm PR l c ngh rng thng tin gi cho phng vin u phi c ng trn bo. Khng bao gi c t thi bc bi nu thng tin gi i khng c ng ti hoc ng ti khng ng nh mong mun. Cng nh bt k mi quan h no khc trong x hi, c th xy dng c s gn b cn phi b ra nhiu thi gian v tm huyt. Ngi lm PR phi hy sinh thi gian pht trin nhng mi quan h vi phng vin, vi ta son. Trch nhim rt nng n: bt u t khu chun b, n khu thc hin v cho n giai on tip tc cng c quan h v sau. i vi c quan bo i: Khi c iu kin, hy tham gia tch cc vo cc hot ng cng ng do bo ch t chc. H tr h trong vic tm kim v chinh phc thm c gi. Tham gia cc chng trnh do bo t chc hoc bo tr... i vi phng vin: Tng hoa, qu nhn cc dp l, thm hi h khi c vic gia nh. Tuy nhin cch cho/tng cng ht sc quan trng, cn phi chn thi im ph hp v phi thc hin vi s t nh, nhy cm v cn c kinh nghim. Mt khi m c cnh ca n vi nhng mi quan h mi, ngi lm PR cn nh k lin lc vi gii truyn thng v cung cp cho h nhng thng tin hp dn hoc tng mi m. Cng vi thi gian, mi quan h gn b s hnh thnh. Khi c c mi quan h thn tnh th s h tr t bo ch s n, iu ny ht sc quan trng khi cng ty gp phi s c, khng hong. Ngi lm PR non tay thng t thi nh cy, ym th khi tip xc vi bo ch. Cn phi hiu rng PR l kt ni gia doanh nghip v gii truyn thng, v th xt kha cnh tch cc th gii truyn thng cng lun cn thng tin b ch t doanh nghip. iu ny s gip ngi lm PR t tin hn trong vic thit lp mi quan h vi bo ch. 3) c th ca bo ch VN: - VN, t nhn khng c php lm bo. B Thng tin v Truyn thng (trc y l B Vn ha Thng tin) l c quan qun l nh nc v bo ch. Ngoi ra, bo no cng c mt c quan ch qun, c th l mt c quan b/ngnh, UBND tnh, t chc on th... - Bo ch chnh thng lun thc hin tin bi theo t tng ca ng v Nh nc. Bo ch mua mng-st th trnh ng n cc vn chnh tr, x hi m ch tp trung vo nhng vn nh thi trang, mua sm, th thao, vn ngh...

PR TRONG VIC TUNG RA SN PHM MI (PR FOR LAUNCHING NEW PRODUCTS)

1) Khi nim: PR l g? PR l mt cng c qun tr (hoc tip th) c thit k tc ng thun li ln nhng quan im (attitudes) i vi t chc, sn phm v chnh sch ca t chc . Vai tr ca PR trong vic khai trng mt thng hiu/sn phm: Khi khai trng mt thng hiu, hiu qu nht l dng PR to dng v dng qung co duy tr (sustaining) n.
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Khai trng mt sn phm (cng nh cc hot ng PR khc) i hi s sng to, mi l trong tng hot ng. Mt nguyn tc kinh in v hiu qu l tit l dn dn: khng bao gi a thng thng sn phm mnh ra gii thiu y l sn phm mi ca chng ti m phi h l t t, kch thch s t m ca cng chng. a) Case study 1: Khai trng ta nh The Sail@Marina Bay ca CDL (City Developments Ltd). - y l mt bt ng sn (residental property) thc s mang tm c th gii (world-class): 70 tng, vi 1.111 phng, l 1 trong 10 ta nh cao nht th gii. c thit k bi 1 trong 5 kin trc s hng u th gii. C v tr t ti trung tm ca Singapore tng lai, ven bin trung tm thnh ph. Thit k ni bt (v v tr ca n) s lm thay i ng chn tri (skyline) ca Singapore. - Hnh tng t nhin ca ta nh khin cho CDL ni tri hn cc cng ty khc trong cng lnh vc cng nh trong Singapore. - Cng ty CDL t ra yu cu PR agency phi t chc l khai trng tht rc r (brilliance) hn chnh bn thn ta nh! - Thng l (convention) ca th trng bt ng sn Singapore: Kh bn: gi c (price), tin nghi/d chu (amenities), s chim hu t (land tenure). Hnh nh li sng so rng: hnh phc b ngoi (happy faces), cp i thi trang (fashionable couples), gia nh 4 ngi (families of four)... Chin dch m mn bt u bng vic sp xp qung b rng khp trn bo v TV.

Xc nh nhng i tng mc tiu (target audiences) khc nhau ca chin dch PR: Nhng ngi mua tim nng (lnh o/c nhn giu c, nhng ngi chuyn nghip, SOHO Small Office/Home Office, ngi a phng...) Nhng ngi dn dt d lun (key opinion leaders) trong cc lnh vc kinh doanh, vn ha, du lch, gii tr... Gii truyn thng. i din chnh quyn. Cc hot ng cho ta nh The Sail@Marina Bay: Sales gallery: phng trng by ngh thut v ta nh, c t gn hin trng xy dng v trng by cc hnh nh, t liu v ta nh mi ngi n tm hiu.
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Outdoor ambient media: truyn thng ngoi tri. Outdoor advertising: qung co ngoi tri. Print campaign: chin dch qung co bng cc n bn trn bo v tp ch. TV segments: qung co trn TV. Marketing video: bng qung co. Facilities perspectives: nhng trin vng v tin nghi. PR Stunt: lm PR thu ht s ch ca mi ngi. Logo flash animation: lm logo hot hnh chp sng (nh sng laser). Overseas launch ads: qung co hi ngoi. Radio: qung co trn trn sng pht thanh. Oversea road show signages: lm show ng ph hi ngoi. Site hoarding & ground cover: lm pano qung co ti khu vc xy dng v trn mt t. Collaterals: cc hot ng ph thm.

Kt qu thu c: ngay trong m khai trng bn c 15 cn, tun u tin bn c hn 100 cn, tun 2 bn c 350 cn, tun 3 bn c 470 cn... b) Case Study 2: OMO o trng ngi sng tng lai Tm tt: Tm cch ti pht ng (re-launch) li chng trnh OMO o trng ngi sng tng lai (chng trnh tng qun o c cho hc sinh ngho n trng), nhng theo cch mnh m hn so vi nm 2003. Lm mi li (refresh) s quan tm b li tt ca bo ch v ngi tiu dng v chng trnh t thin ng gi ny (worthwhile charity activity). Hot ng ny da vo (build on) tnh hp l (equity) ca sn phm: loi x bng git tay mnh m nht (most powerful hand wash). t ra tng ln (coming up with the big idea): Sng to ra mt ci neo PR c o (a unique PR anchor). Xc nh li nhn thc ca ngi tiu dng/gii truyn thng v t thin. Chng trnh ny thc hin nm th 3, tr nn rt thnh cng v rng khp n ni mi ngi u mun tham d nh nhng ngi ni ting t mi tng lp x hi (all walks of life). Thc hin (execution): S xc nhn/tn thnh ca cc nhn vt ni ting (celebrity endorsements). Lin quan n cng chng (public involvements).
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Nhng nhn vt ni ting tham gia v tng qu cho hc sinh ngho. Nhng thnh phn hot ng: nhng nhn vt n ni ting tr thnh i s t thin; bui chiu i 50 nh hot ng t thin ni ting hng u; t chc ngy git gi (washing day) ln nht VN gm hng ngn ngi tham d git c tng cho hc sinh ngho v c quay thnh mu qung co; s tham d ca nhng ngi ni ting vo nhng t vn ng quyn gp (collection drives); s xc nhn ca ngi ni ting thng qua qung co; cng chng cng tham d bng cch ng gi (packing) nhng o di quyn gp c (ti cc trng hc); in n v pht sng i chng to s quan tm ca gii truyn thng... Cc hot ng trn lm mi c chin dch OMO o trng ngi sng tng lai. Mi hot ng trong chin dch u rt mi v thu ht c s quan tm ca cng chng, bo ch. c) Case study 3: Khai trng siu th BigC Hi Phng Tm tt: To ra mt s kin khai trng th v cho siu th BigC Hi Phng (2006). Hng lung chuyn ng ca hng ngn ngi v BigC vo ngy khai trng. Bo m rng vic khai trng ny l honh trng v th v nht cha tng c trong tnh. tng ln: Nhng nhn vt ni ting tr v tnh nh (Hi Phng) tham d khai trng ph mua sm ln nht (grandest mall). Thc hin: Cho mng nhng nhn vt ni ting ca Hi Phng tr v. Bo ch H Ni n Hi Phng a tin s kin ln ny. Nhng thnh phn hot ng: PR teasers (nhng nhn vt chc gho PR), thng bo bng yt th v t ri quanh thnh ph trc khi s kin xy ra, nhng nhn vt ni ting tr v qu hng Hi Phng ti BigC (v diu hnh vng quanh thnh ph), s kin v gii tr ca nhng nhn vt ni ting ti tin snh BigC trong sut ngy khai trng. 2) Kinh nghim chin trng (battlefield): kin thc v vic khai trng mt thng hiu Vai tr ca PR trong vic khai trng mt thng hiu: PR ng vai tr then cht (critical role) trong vic phi hp khai trng (the launch mix). a nhng cu chuyn vo tt c cc loi phng tin truyn thng i chng, ni m khch hng ca t chc b ra thi gian xy dng nhn thc v s tn nhim; ng thi y cng l vn thit yu khai trng thnh cng. Ngy nay, vi nhiu knh truyn hnh, ng o cc t bo ngy/bo tun, tp ch, website... khin cho vic thu ht s ch ca ngi tiu dng tr nn kh khn. Hiu bit tng tn (intimately) v khch hng cng gip cho vic pht trin trc tip nhng tng v th trng tiu dng, tip cn i tng mc tiu (target audience) ti nhng ni m h lm vic v gii tr. y cng l mt phng php then cht. Thng ip cng tp trung vo tiu im th sn phm cng d phn bit vi i th cnh tranh. Hy bo m ni ln c r rng nhng c im c o ca sn phm, li ch v c tnh ca sn phm l thch ng (relevant) cho th trng mc tiu. Bo m pht trin c c 2 chin lc quan h truyn thng (media relation) ngn hn v di hn, sn phm khng b n tung (burst) v mt bi bo trong mt ngy no . Ghi nh cu ni ca Al Ries trong cun sch Qung co thoi v v PR ln ngi (The fall of Advertising and the rise of PR): vic khai trng hiu qu nht s dng PR xy dng thng hiu v qung co duy tr thng hiu. Khai trng mt thng hiu: c 10 b quyt to mt s khai trng thnh cng (10 tin chi tit trong vic khai trng mt sn phm mi Schneider/H Boston) Treat launch as a separate phase (x l cuc khai trng nh l mt giai on ring bit). Have a plan (phi c mt k hoch). Dont carve your plan in stone (ng khc k hoch ca bn vo m hy linh hot).
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Learn to live with the inevitable delays (hc cch sng chung vi chm tr, n l iu khng th trnh khi). Spend money on products that are new (hy chi tin cho nhng sn phm mi). Assemble an expert launch crew (tp hp mt i ng cc chuyn gia v khai trng). Brand/Product managers make the best team leaders (gim c thng hiu/sn phm l nh lnh o i ng tt nht). Bigger budgets fuel success (ngn sch ln hn tip thm sinh lc cho thnh cng). Consumer-focused spending is a must (bt buc chi ph cho vic nhm vo khch hng). Dont overlook PR (ng b st PR). Qu trnh khai trng k tha (entail) iu g? Khai trng l mt s sng to v l mt s thc hin qu trnh mnh m (powerful), a nguyn tc (multi-disciplinary), thc y thnh cng mt sn phm mi vo thng trng (market-place) v phi lun duy tr (sustain) n. Lp mt k hoch khai trng PR: phi tr li 2 cu hi sau - Chng ta mun i v u? Xc nh mc tiu (objectives). Xc nh i tng (audiences) m chng ta mun tc ng, v chng ta mun lm g tc ng ln h nhm gia tng nhn thc. Cc i tng c th l: nhn vin, khch hng, ngi bn hng (vendors), gii truyn thng, cng ng a phng (local community)... u tin tc ng ln i tng mc tiu. Xc nh Nhn dng (Identity) ca d n PR v Hnh nh (Image) m ta mun to ra. H thng ha cc ch (themes) v thng ip (messages). - Lm th no i n ? Xc nh b ngh (toolkit) khai trng. Xc nh chng ta mun lm g i vi mi phng tin truyn thng (medium). Xc nh lch trnh thc hin (calendar) v cc hnh ng chn la. C 8 bc to mt k hoch khai trng PR: 1. 2. 3. 4. 5. 6. 7. 8. Bn mun g hon thnh mc tiu (objectives)? Ai l ch ca sn phm (ngi tiu dng, gii truyn thng...)? V tr ca sn phm trn th trng? Ch (themes) v thng ip (messages) chnh l g? B ngh no dng khai trng? K hoch hnh ng (action plan) l g? Lch biu cho cc hot ng PR hng thng l g? Ngn sch ra sao? Specific (c th). Measurable (c th nh gi). Actionable (c th hnh ng). Mt s mc tiu mu: Thng bo v sn phm mi. M t (portray) sn phm X nh l... To ra mt thng bo th v v sn phm. truyn t mt c tnh c o ca sn phm. khai trng mt sn phm/thng hiu/dch v... Xc nh i tng mc tiu (target audience): - Nhng i tng cng chng c th chn: khch hng (hin ti, c, tim tng), gii truyn thng,
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Quyt nh cc mc tiu (setting the objectives) phi tun th cc nguyn tc:

nhn vin (hin ti, tim tng), nh cung cp (suppliers), i tc ng minh (alliance partners), chnh quyn, ngi c nh hng (influencers), i th cnh tranh. - M hnh xc nh i tng mc tiu:

Xc nh b ngh khai trng:

Lp k hoch hnh ng (action plan): - To ra cc hot ng thc hin (execution of activities). - K nhng mu chuyn sng to (trn TV/n phm). - Hy suy ngh vt ngoi khun kh (out-of-the-box). - Nghin cu v nghin cu khng ngng. - Truy cp mng (go online). Nhng bc then cht cui cng: Xem xt/kin to ngn sch. Dnh u tin cc hot ng. t ra thi hn cht v thi hn phn u.
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To mt lch biu PR. Thc hin k hoch. Lm th no bit khi no th chng ta n ch? Xc nh nhng phng php c th o lng/c lng, hoc xc nh nhng thnh cng/mong mun no m nhng n lc PR ca ta phi t c. Lun t ra mc ch (goals) mi, mc tiu (objectives) mi v lin tc ci tin k hoch pht trin khng ngng. Cc th thut (tips) khc: - Khi no th nn bt u k hoch khai trng? K hoch khai trng nn bt u ngay khi ta c mt nguyn mu c th tn ti (a viable prototype), hoc n t mt quyt nh t ban lnh o v vic pht trin mt sn phm mi. Cng sm tp hp i ng chuyn vin v h suy ngh v nhng g s gii thiu v sn phm mi, th cng c c hi thnh cng vi sn phm ny. - Khi no th qu trnh khai trng chm dt? Mi cng ty u c cng thc ring v vic khi no kt thc vic khai trng, nhng li khuyn l duy tr vic khai trng sn phm mi vi nhng kiu sng kin tip th khc nhau khng nm trong thi gian gii thiu. Kh nng duy tr l cha kha khai trng thnh cng mt sn phm; nu bn khng lin tc h tr sn phm trong sut nm u th c th oan rng sn phm ny chng th tn ti trn k hng vo nm th hai. Quyt nh cc mc tiu (setting the objectives): pht trin mt d n PR ngn hn (3 thng) v trung hn (1-2 nm): To ra qung b tch cc xung quanh t chc trong bi cnh nhng kh khn hin hnh do chnh sch mi ca nh nc. Xy dng v truyn t tm nhn (vision) v s mng (mission) c ngha ca cng ty tng cng hnh nh v s tin cy ca cng ty trc nhng loi cng chng khc nhau. To ra nh danh c nht (unique identity) cho thng hiu cng ty. Cng c nhn thc tch cc cho thng hiu . Pht trin nhng nn tng PR (PR platforms) xy dng hnh nh cng ty nh l nh ho tm tch cc v khng th thiu trong vic cung cp ng lc cho nn kinh t a phng. 3) Tc ng ln hnh vi ca i tng: Di y l mt vi chin thut (tactics) v tng thc y (promotional ideas) kh d m ta c th chn tc ng ln hnh vi ca i tng. - Chin thut v cc tng thc y tc ng ln nhn vin: Cng khai tha nhn hiu sut lm vic (performance) v thnh tch (achievement). Khuyn khch nhn vin np nhng bi vit ln bn tin (news-letter) v cc ti liu truyn thng tip th (marketing communications materials). Dng bng dn yt th nhn vin (employee billboard). Dng cc giy chng nhn, tin thng hoc cc hnh thc khch l khc. - Chin thut v cc tng thc y tc ng ln khch hng: Lm sng t (clarify) v ph bin cc cu chuyn ca t chc, kt hp vi lch s ca t chc trong nhng ti liu truyn thng tip th (marketing communications materials). To ra nhng ngi pht ngn mnh m, sn sng tip khch (visible) to ra b mt, ting ni v c tnh cho cng ty. Kho st t m thu thp, t chc v truyn thng hiu qu nhng thng tin v kin thc v sn phm ca cng ty: in nhng tp sch hng dn pht min ph nhn dp cc s kin no ; bin son cc ti liu o to (CDROM, hi tho, website...). Tham gia ti tr cc s kin a phng iu chnh (aligned) s mnh v tm nhn ca cng ty. im li (review) cc hot ng tip th v qung b nh gi cng ty tip cn c vi khch hng cha, theo nhng phng cch mi hoc vi nhng thng ip mi.
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To ra cc cuc tranh lun (contests) thu ht ch (engage) ca khch hng. - Chin thut v cc tng thc y tc ng ln nh cung cp: To cc bn tin bn hng (vendor news-letters) khng ch gio dc/thng tin m cn xy dng/pht trin mi quan h vi cch c x nh nhng, thn thin. Cung cp thng tin v nhng tnh hung gp nhng khch hng kh tnh v nhng trc trc khi chuyn hng... Dng cc sch thng tin (informational booklet) nh l mt chin lc ng thng hiu (co-branding) cho nhng ngi bn (vendor) hoc nh cung cp (suppliers) c th tng cho khch hng ca h. Theo ui chin lc lin kt qua li (reciprocal linking) vi nhng ngi bn (vendors). - Chin thut v cc tng thc y tc ng ln truyn thng: Gi thng tin c th dng nh l bi bo c bit trong truyn thng thng mi (trade media), cn phi phn bit vic lm ny vi vic gi thng co bo ch. a ra nhng n lc phi hp c bit nh l ngun thng tin trong vic kinh doanh. B tr v xc tin mt i din cng ty nh l ngun tin cho cc phng vin, bin tp vin v cc nhn s truyn thng khc. Tho cc th tip xc gii thiu nhng ngi c thm quyn ca cng ty v a ra nhng c hi phng vn nhng ngi ny. ng ti tr nhng s kin a phng v quc gia trn sng pht thanh, truyn hnh. Tham gia cc hot ng t thin v bo trc cho gii truyn thng h c th a tin. Xem xt tham d cc dch v truyn thng c th tng cng s hin din ca cng ty trong cng ng truyn thng v gii thiu cng ty nh l mt ngun thng tin. Nui dng (cultivate) theo chiu rng v su cc mi quan h vi mi gii truyn thng. Phi i nhng nhn vt quan trng pht biu ti nhng s kin kinh doanh, nhng bui hp chuyn ngnh, hi tho, din n... Thng xuyn gi i cc thng co bo ch. Xc nh nhng phng tin truyn thng m ta mun pht trin mi quan h. Theo ui nhng mi quan h vi cc knh truyn thng chnh thc v nng ng. Gi mi lin h mt thit vi cc nhn vt dn dt d lun (opinion leaders).

NH SN XUT/ GIM C SN XUT (PRODUCTION HOUSE)

Mt b phim qung co c th ln n vi trm triu ng, thm ch l nhiu t ng. S khc bit ln nht nm ch tng thc hin, t i hi cc cnh quay cng phu, cc thit b chuyn dng t tin v din vin tham d... Gim c sn xut cho mt b phim chiu rp khc vi mt b phim chiu trn TV. Phim chiu trn TV ch cn xt duyt v mt ni dung l , sau pht sng min ph trn TV. Trong khi chiu rp ngoi vic c c quan c thm quyn xt duyt, th phi cn nhc n hp dn cng chng (c bn c nhiu v khng?). Do , gim c sn xut cho phim chiu rp i hi phi tnh ton nhiu vn hn cho phim chiu trn TV. Danh ngn: Hy yu ngh thut trong mnh, ng yu mnh trong ngh thut. Phi bit hy sinh mnh v tnh yu vi ngh thut. Khi trong lng c cht g yu ngh thut th ta mi cm nhn c n, ht mnh v n. ng i hi nhng vai p, ch nhng vai xu. ng th hin ci ti, t tnh yu chnh bn thn mnh ln trn ht. PHN I: CHUN B & TIN K 1) Gii thiu v gim c sn xut (nh sn xut): Gim c sn xut l ngi nm bt c tnh hnh th trng (phim nh), nm bt mi cng tc t
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kch bn, o din, sn xut phim... Khi gim c sn xut phim xem xt kch bn, anh ta phi d tr c mun lm b phim ny th phi mt bao nhiu tin, lm trong bao lu v cn nhn lc, thit b nh th no. Gim c sn xut s chn v mi o din n thc hin b phim ny. a) Gim c sn xut l ai? Gim c sn xut phim l mt ngi: Ngoi giao gii. Hiu bit v kinh t, sales & marketing. C k nng, t cht ca mt nh bo. C kh nng lnh o. Ngh s. b) Th no l mt gim c sn xut c hiu qu v lm th no thnh cng? C 3 yu t chnh thnh cng: Phi c k hoch hng ngy r rng v hiu qu. Phi bit cch s dng nhng mi quan h mt cch hu hiu. Phi tun th cc nguyn tc ngoi giao quy nh trong khi giao t. c) Mc tiu ca nh sn xut: Mc tiu cui cng ca nh sn xut l li nhun, tuy nhin c c mc tiu th nh sn xut phi gii nhiu bi ton, vn dng nhiu k nng (trong c c PR). VD: mc d gim c sn xut l ngi c quyn hnh cao nht i vi b phim, nhng nu khng bit vn dng mi quan h vi o din, din vin, quay phim... mt cch hu hiu th cng vic cng rt try trt. Tt nhin, cc cng ty b tin ra lm qung co cng bit cch b tin ra cho xng ng. Mt b phim qung co c t l li nhun l 50%, nhng phi chng t c rng s tin b ra l xng ng, v ngi thu lm qung co phi t c mc tiu qung b, mc tiu n tng th h mi chp thun b s tin ra. y, mt ln na ta thy c vai tr ca tng: thc cht li nhun ca nh sn xut pht sinh t tng lm phim sng to v chuyn nghip n u. d) Trch nhim ca nh sn xut: Trch nhim ca nh sn xut l kt ni tt c cc b phn li thc hin b phim c hiu qu cao nht vi chi ph thp nht. Mc d vy, trch nhim ca nh sn xut khng phi l ch bit ct xn kinh ph. Mt b phim hay l phi bit xi tin, nh sn xut phi bit ng cm vi o din dm mnh tay u t vo nhng cnh t, mnh tay b ra nhng ng tin xng ng thu v mt tc phm ngh thut hon ho. Mt nh sn xut gii phi kim sot c k hoch hng ngy v quy trnh sn xut 58 nh hnh minh ha di y:

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2) Cng vic ca mt gim c sn xut (nh sn xut): K hoch hng ngy phi r rng:

K hoch hng ngy ca mt gim c sn xut nhm mc ch: H tr cho bn mt phng thc tip cn c t chc i vi cng vic PR. Gip bn c c mt k hoch hng ngy r rng. m bo rng khng c vic g qun hoc b st. Ch cn mt thit b, o c... b qun/st u khin cnh quay khng th thc hin c v gy thm ph tn v ch. Gip bn s dng qu thi gian hiu qu. Gip bn rn luyn tnh k lut t c thnh cng cho mi ngy lm vic. C mt k hoch hng ngy r rng s gip gim c sn xut iu chnh, phi hp cng vic nhp nhng. Cc trc trc lm l k hoch u khin tn ph thm v thit b, nhn lc, thi gian... tt c nhng yu t ny u i gi thnh thc hin b phim ln rt nhiu (nht l vi phim nha). Phi hiu rng tnh chuyn nghip v s kt ni nhp nhng trong hot ng hng ngy lun ng vai tr rt quan trng. Ch ring vic nhn vin t gh trc sn khu cng phi tp luyn cn thn. Nu khng, khi tt c n sn khu tt i, nhc ni ln v n focus tp trung mt ni, trong khi nhc s chi n ngi mt no th hiu qu sn khu hon ton tht bi. Tnh chuyn nghip cn th hin ch phn cng trch nhim gia cc thnh vin: mt bnh hoa nu dng lm ch quay phim th thuc trch nhim ca thit k; nhng nu bnh hoa ny dng cho din vin ht vng xung nn nh th l thuc trch nhim ca o c. Gim c phi bit iu phi, phn cng cng vic hp l cho cc thnh vin. a) K hoch u ngy: - Xem xt nhng k hoch v mc tiu nh trong k hoch: Ch tiu v cng vic giao t. Ch tiu cc vn quan trng, cp bch. Cc cng vic cn gii quyt. Nhng u tin phi lm. Xy dng thm cc mi quan h. Nhng mc tiu i vi tng quan h s gii quyt trong ngy hm nay. - Kim tra cc cng c. - Xc nh cc quan h s gp. - S in thoi. - Hin nay h c cn tip tc cng vic khng? - C pht sinh thm cc quan h khc? b) Xc nh phng thc lin lc: m phn bng in thoi? m phn bng vn bn? Gp g tr chuyn? Nh kt ni? c) nh gi cui ngy: nh gi k hoch cui ngy rt kinh nghim v chun b cho k hoch u ngy mi.
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3) 5 thnh phn:

a) Khch hng (customer): H l Thng . H lun ra yu cu. H mong i mt iu hon ho, nhng li khng bit bt u nh th no ta cn phi t vn cho h. H lun thay i. K c khi h c t vn xong, quyt nh xong... th h vn c th i li. Quan trng nht: h l ngi quyt nh. b) Nh sn xut (production house): - Khi c s phn bc, nh sn xut phi bit lng nghe: hy cho khch hng ni ht v sau mi gii quyt vn . - Kt ni cc quan h: ta khng ba phi, nhng vi nhng kin ng th ta phi bit lng nghe. Trng ti: o din thng c ci ti ln v c tnh yu ngh thut ln; khch hng th khng am hiu ngh thut v ch mun thy hnh nh cng ty xut hin cng nhiu cng tt. Nh sn xut phi bit lm trng ti gia 2 i tng ny. Lnh o: mc d khch hng l ngi quyt nh, nhng nh sn xut phi nm vai tr lnh o trong vic thc hin mt b phim qung co. Tnh ton: chi ph, li nhun... - Rt hu ch nu bn c c mt danh sch nhng iu khch hng thng hay phn bc v cch gii quyt nhng trng hp . c) Nh sng to (creative): Nm bt v pht huy tng khch hng. Din t tng bng vn bn. Kh nng trnh by v thuyt phc cao. Hiu bit v lnh vc sn phm. d) o din (director): Th hin tng tt. Din t tt. Nm bt vn nhanh nhy. Kh nng lnh o tt. T chc tt. C tm nh hng mnh. L mt ngi thy gii. VD v th hin tng tt: khi c tng v qung co ni y cho ph n. o din phi suy ngh th hin tng u: ngoi bin, h bi l khng c (ch ph hp vi bi). Nh vy phi th hin sn phm ny trn ging. Nhng khi qung co trn ging nh th no cnh quay khng trn tri, th o din phi cn nhc tip...
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e) Ha s (painter): Nhy cm, tinh t: lt t c ci hn ca nhn vt/i tng. Gii v: v sao cho ng khch hng, nhng phi thc hin c. Kh nng th hin bng hnh nh. Tnh kin nhn. 4) 8 kt ni:

Quy trnh sn xut 58 (5 thnh phn v 8 kt ni)

a) Gp g khch hng: nh gi tim nng ca khch: - Xc nh nhu cu: Mong mun ca khch hng? Cn qung b sn phm hoc thng hiu? Thi gian khch hng cn phim? - Nhn nh sn phm: i tng. Chng loi. Gi thnh. - Kt thc vn : Khi qut cc vn c tho lun. Hn ngy hp tip theo. b) Tm ngi cng tc: Xc nh ngi cng tc: ngi sng to, o din, ha s, quay phim, thit k/o c, din vin din xut/lng ting, nh sng, ha trang/phc trang, ch nhim. c) Chun b story board (kch bn cu chuyn): - Nm bt tng: Phn khc. Sn phm. Gi c. ngha. Tinh thn ca sn phm. Slogan. - Thuyt trnh tng: Tip thu phn bin. Ghi nhn tng ng gp. Thu thp thm thng tin thiu st. nh gi tnh hnh. Tinh thn ca sn phm.
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Bo v tng. Hn c hnh ng c th. Mt Story board c th vit i vit li nhiu ln mi c khch hng chp nhn. d) Chun b Shooting board (kch bn quay phim): - Thuyt trnh: Th hin tng v ng tc my bng hnh. Ghi nhn ngay cc c hi v nhn xt ca mi ngi vo s. K xo s dng. Thit b h tr. Nhn s cn thit. Phn loi din vin. - kin cui cng: Tip tc hay quay li? - Tm kim a im: xc nh khu vc bm my quay (shooting) a im. Studio. Khi xc nh a im quay phim, cng phi xc nh r v thi gian, thit b h tr (my pht in...), giy php chnh quyn... Thng tin tham kho: - TVC nc tng cao cp Chinsu, thm ngon n git cui cng (GSX: H Minh Tun; o din: Phm Hong Nam; quay Betacam; gi 170 triu VN). - TVC m Ting Vang ca Ace-Cook (phim nha, dng my quay tc cao: 500 triu ng). VN ch c 2 hng c loi my quay nhanh trn 120 hnh/giy: Hng phim Gii phng v Hng phim QND. Ch c my quay ny mi ly c cc cnh: mi tc bay chm, ht u xanh ri t t... my quay ny rt t (so vi tin thu my quay betacam l 1,5 triu/ngy). - Phim qung co ni chung c mc li nhun 50% trn gi thc hin. - Cc quay phim c gi: Phm Hong Nam 10 triu/ngy, Trinh Hoan 8 triu/ngy. e) Hp sn xut: Chn ln cui: Din vin: Trong phim truyn o din l ngi chn din vin. Trong phim qung co, din vin l do khch hng chn. Phc trang: Khch hng cng quyt nh din vin phi n mc ra sao. o c. Khch hng kh tnh c th yu cu c th o c: ci cng phi nh th no, ci ni phi ra sao... Thit k. a im: a im quay c nh hng nhiu n chi ph thc hin (phim trng, ngoi cnh, trong nc, ngoi nc...). Phng n thc hin. Phi c d phng tnh hung bt trc (cp in, chnh quyn a phng khng cho quay...), trnh tnh trng s c bt ng khin khng th bm my s lm chi ph b i ln. Sau khi thng nht, Gim c sn xut s lm bng bo gi gi khch hng. g) T chc sn xut: - Da trn s bn bc tho lun, bn c th: Ln chin lc t chc v thit lp nhng u tin cho vic sn xut. in y nhng cng vic cn thit tin hnh k hp ng vi cc thnh phn. Chun b my mc, trang thit b h tr cho cng vic sn xut.
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Hon tt k hoch v thng bo chnh thc n cc b phn c mt ng gi ti a im. Lin h trc v thng bo n cc b phn tt c nhng vic cn chun b. - Gi lch quay n cc b phn: Khch hng. on quay phim: o din, quay phim, thit k/o c, din vin din xut/lng ting, nh sng, ha trang/phc trang, ch nhim. Lch quay phi chun b k trnh t tin hnh, nhng ngy pht sinh ngoi k hoch s lm tn ph thm v a im thu, thit b, nhn lc... Quay phim nha phi ra Thi Lan, cn xin php A.25 h c ngi n kim tra, cun no quay xong phi nim phong cun . Nu khng khi lm th tc xut cnh, phi a b phim cha ra qua my soi X-quang s b hng phim. h) K hoch thc hin: Kim tra, h tr v n c mi vic, cng chi tit cng tt. Lng trc cc ri ro c th xy ra. Chun b nhng phng n d phng, khi cn thay th. i) Kt thc tin k: Thanh ton chi ph cho cc b phn tham gia. Cm n cc i tc. Chun b cc bc tip theo xy dng phn hu k. PHN II: HU K 1) Ti studio: B tr phng dng v thng bo cho cc b phn lin quan: o din, k thut VTR, din vin lng ting, chuyn vin ting ng, nhc s/ngi chn nhc. Trc y, cc phim qung co lng ting Min Bc khng th chiu thnh cng Min Nam. Hin nay, qung co lng ging Bc c chp nhn pha Nam. Cc ging c c gi hin nay ly 70-100 USD/ln n c. H c th c nhiu ln hoc nhiu cu cho mt ln n c, nhng nu mi h n ln sau th h s tnh tin li t u! 2) Dng bn nhp: - Bn nhp cha c kin khch hng: o din s dng mt bn nhp (cha lng ting). Bn dng c gi ti khch hng. Khch hng gi kin phn hi n nh sn xut bng vn bn. - Bn nhp c kin khch hng: o din tip thu kin ca khch hng. Gi bn dng ln 2 n khch hng. Khch hng ng v mt ni dung, hnh nh cn chnh sa v gi kin phn hi n nh sn xut bng vn bn. 3) Lng ting v m nhc: - Lng ting: Mi din vin lng ting. Cn ti a ha vic lng ting gim chi ph v sau. - m nhc: Yu cu nhc s hoc ngi chn nhc. Hn ngy gi cung cp.
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Phn bit lng ting, ting ng, lng m nhc: - Lng ting: ghi m v rp ni cc ting ni cho khp vi hnh nh nhn vt ang ni. - Ting ng: cc hiu ng m thanh nh ting git nc ri, ting xe gm r, cc hiu ng m thanh n tng... - Lng nhc: nn yu cu nhc s (hoc ngi chn nhc) chn vi dng nhc khc nhau khch hng la chn. 4) Gi phim ln 2 n khch hng: - Khch hng khng ng : Tip thu cc kin. Phn tch sai t u. Phng n gii quyt. - Khch hng ng : Tin hnh in sang bng. Gi bng a n khch hng. Nh sn xut phi l ngi cn bng gia o din vo khch hng nu c tranh ci xy ra: khch hng lun i hi v lun t ra nhiu yu cu theo quan im ca h, trong khi o din gii thng c quan im ring v i khi t ra khng khng vi khch hng. 5) Lp bin bn nghim thu: Bin bn nghim thu mi cng ty thc hin mi khc v l c s thanh l hp ng kinh t lm phim qung co. 6) Thu tin: Mc tiu l thu hi c tt c cc khon n n hn ca khch hng, phi kin quyt nhng tht kho lo. Hon tt nhng ha n, chng t cn thit. Nu c ngi i din thu tin gip, nh sn xut vn phi c trch nhim tm hiu xem ti sao c nhng khon n no qu hn hoc khng thu c. - Nu khch hng khng c kh nng thanh ton: Hy tm hiu r l do. nh gi li mc ri ro, xem xt li hp ng. Tm cch gip h tr khch hng gii quyt n ca h. ngh nhng bin php cn thit. 7) Tng kt v nh gi: - Xem xt, nh gi qu trnh thc hin: Cc thiu st nn trnh cho k sn xut tip theo. To sao vn li nh th? iu g ta lm ng/sai? nh gi cc nhn vin hp tc em li li ch thit thc trong qu trnh sn xut. Khen thng cc nhn t tch cc. Khin trch cc c nhn sai phm. Hon tt vic ghi chp s liu v lu cc bo co cn thit. - im qua qu trnh nh gi mt show c hiu qu: Kt qu ra sao? So vi ch tiu th nh th no? Nhng bc k tip l g? Bn s phi chun b nh th no? Phi chc chn cc iu ny c ghi vo s tay tin tham kho cho show k tip. 8) Duy tr quan h: Sn sng phc v.
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 li n tng tt p ca bn thn v ca cng ty sn xut phim. Cc cuc sinh hot cn duy tr. Ngh thut l phi khc ngi, ngh thut khng th lp li. Tuy nhin, s khc ngi ny phi khin mi ngi thn phc.

PH LC MN HC PRODUCTION HOUSE XY DNG H THNG SN XUT V KIM SOT K TON Hc vin nn xem xt ph lc ny hiu quy trnh lm phim qung co. PHN I: H THNG SN XUT 1) Tip cn thng tin khch hng: Nm vng nhng thng tin khch hng yu cu v gii thiu sn phm trn phng tin thng tin i chng nh: Tn sn phm v nh sn xut. Gi tr ca sn phm. Cng dng ca sn phm. i tng s dng sn phm. Thi lng ca TVC, bi cnh u, dng loi phim g? Sn phm chim t trng bao nhiu? Nhng thng tin khc c lin quan... 2) X l thng tin: Phn tch tng xy dng kch bn. X l kch bn c sn (nh bi cnh, din vin, phc trang/o c, thi gian thc hin/hon thnh...). Nm bt v phn tch tm l khch hng. Khai thc mi thng tin khch hng lin quan n sn phm thc hin. T chc mt vi cuc hp bn bc v thng nht kch bn trc khi quay phim. 3) m phn v k kt hp ng: - Giai on m phn: Xy dng kch bn theo nhng cch sau: Kch bn ca khch hng a ra. Xy dng kch bn theo yu cu ca khch hng. Trao i vi khch hng v tng v kch bn. C v minh ha bng hnh nh. Lp bo gi chi tit theo kch bn khch hng chp nhn. m phn vi khch hng v gi c. Khi m phn, ty theo tnh hnh thc t v tm l ca khch hng m nh sn xut phim c th dao ng theo mc cho php ca b phn ti chnh ( xc nh mc li nhun rng). Trong qu trnh m phn, b phn TVC phi a ra nhng tng mi l ca kch bn cng nh gi tr hnh nh qung b trc i tng tiu dng. - K kt hp ng. 4) Cc cng on thc hin: Phn tin k: Xy dng kch bn. Xin giy php quay. Xin gim st v nim phong. Quay xong, nim phong VHP-XNK (nu phim phi mang sang Thi Lan trng ra).
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Tm kim v chn bi cnh quay. Thu xe vn chuyn. Khch sn, n cho on phim. 5) Thit b: Thu my bay. Thu thit b ph tr. Thu n. 6) Thit k, o c, phim trng: Thit k cnh quay. o c, phc trang cho phim. Dng phim trng. 7) Din vin: Tuyn din vin theo yu cu. Chn din vin. Kt qu chn din vin ch hon tt khi no khch hng ng . 8) Nhn s (tnh theo t): o din. Ch nhim. Tr l. Quay phim. nh sng. Thit k. Ha trang. K thut video. Phc v hin trng. 9) Nguyn liu, vt t: Chi ph s gim dn nu chn: phim nha 35mm; bng betacam; bng Super VHS. 10) Phn hu k: In trng, telecine Thi Lan. Dng phim ( VN hoc TL). Chn nhc (ly t th vin m nhc hoc sng tc). Lng ting. Thnh phm hon chnh. PHN II: H THNG KIM SOT CA K TON 1) i ngoi: - Lp bng bo gi theo kch bn (ly thng tin cc khch hng cung cp dch v). - Bo gi khch hng trn c s cn i li nhun. - Trao i thng tin vi b phn TVC v trnh bn bo gi n Ban Gim c duyt. - Trao i vi khch hng v: Gi c. iu kin thanh ton. Thi gian giao thnh phm. Cc iu kin khc. - Hon thnh cc cng on trn v i n k kt hp ng.
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- Theo di, n c khch hng v hp ng v phi k trc khi sn xut t nht 2-4 ngy. - Sau khi k hp ng, tin hnh thu tin t 1 trc khi sn xut. 2) i ni: - Lp k hoch tm ng cho b phn sn xut: Tm ng t 1 cho cc b phn sn xut c lin quan nh: ch nhim, thit k, in trng Thi Lan, thu thit b, mua phim nha... - Sau khi cng vic ghi hnh xong, tin hnh quyt ton cc b phn lin quan thanh ton hoc thu hi cc khon tin sau khi thc t chi tr v lp k hoch thanh ton cc phn cn li. - Nghim thu v thanh l hp ng. - Theo di thu hi cng n. 3) Bo co Ban Gim c (Production House): - B phn k ton v sn xut phi hp kim tra, xc nh tt c cc khon chi ph cho tng hp ng thc hin. - Sau khi hp ng c thanh l, b phn k ton bo co li/l vi BG tng hp ng. khng b p gi khi thu lm qung co, khch hng cn phi l ngi bit vic, am hiu ngnh qung co v bit gi c thu din vin, thit b... Nu khng bit vic khch hng nn thu cc cng ty trc tip lm qung co (Production House) ca Phm Hong Nam hoc Trinh Hoan (i vi khu vc pha Nam). Cc agency khc u thu li t 2 Production House ny.

THNG CO BO CH (PRESS RELEASE)

1) Thng co bo ch ti sao v nh th no? Ti mt kha o to mi y TP.HCM v cng tc giao t, khi c hi rng c bao nhiu hc vin tng c mt thng co bo ch, 2/3 s ngi c mt tr li rng h cha tng thy vn bn . Hu ht cc hc vin ang lm vic ti cc doanh nghip trong nc. iu ny cho thy mt vn : doanh nghip trong nc cn l l mt knh thng tin hiu qu n vi bo ch. a) Ti sao cn c mt thng co bo ch: Bo ch l mt knh thng tin quan trng, l cu ni gip cho doanh nghip c cng chng bit n. Vic c cng chng bao hm c ngi tiu dng ln i tc lm n bit n l mt iu kin sng cn ca bt k doanh nghip no trong thi bui hi nhp. Tn tui/thng hiu ca doanh nghip l mt ti sn v hnh (intangible assets) m trong nhiu trng hp c nh gi cao hn c ti sn hu hnh. Th nhng iu ng tic l khng c nhiu doanh nghip trong nc bit s dng hiu qu phng tin quan trng ny. Cc doanh nghip nc ngoi, d ch chim mt t l nh trong tng s cc doanh nghip ang hot ng ti VN, nhng li gi thng co bo ch n cc ta son nhiu nht (chim n 90% s lng thng co bo ch gi n cc ta son). Cc ta son xem thng co bo ch (press release) l mt trong nhng ngun thng tin cung cp thng tin c bn. Ta son ca mt t bo ln nhn c hng chc thng co bo ch mi ngy. Chng c th c bin tp li s dng, hoc trn c s ta son s c phng vin xc minh, lm r trc khi cho ng bo. Cc doanh nghip nc ngoi thng tn dng mi c hi c th a ra cc thng co bo ch, mt mt nhm gii thiu cho cng chng bit v sn phm/dch v hoc hot ng doanh nghip, mt khc nh bng tn tui ca mnh. Mt sn phm/dch v mi ra i: c thng co bo ch; b nhim
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nhn s mi: thng co bo ch; t chc kha hun luyn ni b: thng co bo ch; k kt hp ng kinh doanh: thng co bo ch... Ta c th lit k cc doanh nghip thng xuyn gi thng co bo ch nh: Coca Cola, Pepsi Cola, Prudential, Intel, Microsoft... v hu ht cc khch sn, nh hng c vn nc ngoi. D nhin thng co bo ch khng phi l knh duy nht khuch trng tn tui, thng hiu ca mt cng ty. Cc chng trnh qung co, cc bui hp bo, cc hot ng ti tr... cng l nhng knh ph bin. Th nhng thng co bo chi l knh tit kim nht v hiu qu nhiu khi li ln hn cc knh khc, nht l khi so snh vi qung co. Thng co bo ch nu c ta son s dng s c sc lan ta rng hn so vi qung co, v c gi tin vo ni dung ca mt bi bo nhiu hn l thng ip c chuyn ti t mt mu qung co. Khi c gi xem qung co, h bit rng nhng g mnh ang c c thi phng. Hu ht c gi tin tng hn khi c bi ca nhng ngi c lp (phng vin, bin tp vin), nhng tht ra chnh nhng ngi ny li b nh hng bi cc thng co bo ch vit tt hoc bi cc tc ng giao t. Nh vy, mt thng co bo ch vit tt c th gii thiu cng ty rng ri trc trc cng chng, gip tng sc bn v nng cao hnh nh ca cng ty/sn phm. b) Vit mt thng co bo ch nh th no? Cu hi t ra l lm th no mt thng co bo ch c ta son s dng. y c v l mt vn cha c doanh nghip quan tm ng mc. Bng chng l rt nhiu bn thng co bo ch gi n ta son khng c s dng. Nguyn nhn ch yu ch cc thng co bo ch ny hoc khng thng tin cn thit hoc trnh by rm r, kh hiu v sai k thut trnh by. S lng cc bn thng co bo ch b b ra khng s dng nhiu n mc c t chc nhy vo kinh doanh trn chnh nhng b i y, bng cch t quan h vi cc ta son bo s dng li cc thng co bo ch . V d t chc FENS (Future Events News Service) chuyn cung cp thng tin v cc s kin sp din ra trn th gii trn c s gn lc ni dung ca cc bn thng co bo ch. V mt k thut trnh by, ni mt cch n gin nht, thng co bo ch chnh l mt mu tin do doanh nghip thc hin thay cho ta son. V l mt mu tin nn thng co bo ch cng phi p ng tt c cc tiu ch ca mt bn tin, bn cnh l mt s tiu ch c th ca thng co bo ch. Tiu ch ca mt mu tin: n gin v r rng: Ngha l khng dng t ng/lp lun phc tp, c bit phi trnh dng thut ng chuyn ngnh v li hnh vn bng by d dn ti m h ni ngi c. VD: nn ni l nh my sn xut nguyn liu thay v c s sn xut c bn. Ngn gn: Ngha l khng ni dng di, vit cc cu n v hn ch s dng cc cu phc, cu kp. Mt cu d c khng di qu 35-40 ch. Cu di qu s khin ngi c ht hi v thng l khng nh c cu cp n vn g. Cn phi c phn on thch hp. Mt on thng co bo ch l tng nn c di t 200-500 ch. i thng vo vn : Ni ng vn v khng lan man l mt tiu ch rt quan trng i vi mt thng co bo ch. y l mt li m 2/3 cc bn thng co bo ch mc phi. Ni dung quan trng nht ca mt bn thng co bo ch phi c a ln u bn tin (phn khi). Ci g xy ra cn phi c cp ngay. Nn vit Cng ty A v B k kt hp ng lin doanh sn xut mt hng B... thay v ng X i din cng ty A v ng Y i in cng ty B gp nhau ti... bn tho v k hoch hp tc. Sau , hai bn thng nht k kt hp ng.... Thng co bo ch phi s dng ngn ng i chng, hn ch ti a cc t ng chuyn mn, k thut. Nu bt buc phi dng nhng t ng ny th phi km theo li gii thch t c ngha l g. Thng co bo ch phi hn ch ti a nhng t vit tt, tr nhng t tr nn ph bin v khng b trng lp, hiu lm. Kim sot vic dng nhng con s sao cho d c, d hiu. Khng lm dng qu nhiu con s khin cho bn thng co bo ch tr nn ri rm v lm ngi c nhc u. Cng khng nht thit
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phi dng qu nhiu con s l, ta c th x l li (lm trn, chuyn i h o lng...) d c hn. Trnh so mn trong khi vit thng co bo ch cng l mt tiu ch quan trng. Nhiu thng co bo ch m u bng cc cu i loi: nhm nhit lit cho mng ngy... Cng ty A ngy hm nay khi cng... hoc Cng ty B ngy hm nay a vo hot ng mt phn xng mi nhm thit thc cho mng ngy.... Vit nh vy l sai bn cht vn , bi v mc ch chnh ca cc cng ty l m rng sn xut/kinh doanh v c li nhun ch khng phi nhm cho mng mt dp l no . Ni dung l lc c th kt hp a vo, nhng phi v tr gn cui bn tin. tng tnh thuyt phc v ng tin cy cho thng co bo ch, thng co bo ch c th s dng k thut trch dn trc tip. Ngi c trch dn phi l ngi c thm quyn v vn lin quan. Cn phi hiu thm quyn y khng phi l c chc quyn, chng hn nu vit v mt s kin lin quan n tiu dng sn phm th mt ngi tiu dng tng s dng sn phm ny chnh l ngi c thm quyn. Cc tiu ch c th ca mt bn thng co bo ch bao gm: logo cng ty v a ch, in thoi... phn u, cm t Thng co bo ch v a im, thi gian pht hnh (dateline). Phn cui thng co bo ch cn nu r s lin lc vi ngi chu trch nhim pht ngn, ta son tin lin h xc minh thm thng tin. Nh vy, mt bn thng co bo ch khng phi l qu kh vit. Trong xu hng hin nay, khi m thng hiu ang l yu t sng cn i vi doanh nghip th thng co bo ch s tr thnh cng c ph bin trong tng lai gn. V t l cc hc vin chuyn ngnh giao t nhn s cha tng c thng co bo ch s ngy cng t i. c) Cc ni dung c bn ca thng co bo ch: For immediate release (pht hnh ngay)/embargo until... (khng pht hnh trc ngy...). Contact information (tn, chc v, in thoi... ca ngi c trch nhim). Headline (u , bao gm dng ch thng co bo ch). Dateline (a im v ni pht ra thng co bo ch). Recap (tm tt v sn phm, ngy pht hnh gc di bn tri trang). d) 10 gi thng co bo ch tr thnh tin tc: m bo rng thng tin a ra c gi tr tin tc. Ni cho ngi c bit rng thng tin ny l dnh cho h v ti sao h cn c tip. Bt u bng mt m t ngn gn v thng tin. Hy t hi: Ngi ta c lin quan n chuyn ny nh th no, v h c th tip cn c khng?. Bo m rng 10 ch u tin ca PR l c hiu qu, l thng tin quan trng nht. Trnh lm dng tnh t v ngn t qu ng (fancy language). X l cc d liu. Cung cp cng nhiu thng tin lin lc cng tt, k c website. Ch a ra thng co bo ch khi c thng tin. To iu kin ti a cho phng vin lm vic. 2. K nng vit mt thng co bo ch: Nhng yu cu k thut i vi mt thng co bo ch cng hon ton ging vi mt bi bo, trong vic t ta, phn khi v cc phn tip theo phi tun th nhng nguyn tc nht nh. Mt thng co bo ch bao gm 3 phn chnh: Phn khi: nu bt nhng ni dung chnh ca thng co bo ch. Phn thng tin h tr: m rng, lm r hn ni dung chnh. Phn thng tin nn: thng tin tham kho v cng ty. Cc sch gio khoa v bo ch phng Ty hin nay u cp n m hnh hnh thp ngc (converted pyramid) bao gm cc yu t thng tin 5W+1H (Who, What, When, Where, Why + How) nh l nguyn tc c bn th hin mt bi bo dng tin trc tip (hard news).
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Vic chn yu t thng tin no a ln phn khi ca mt thng co bo ch ty thuc vo tm quan trng ca yu t thng tin i vi bn c, nhng nht thit yu t quan trng nht ca thng tin phi c a ln u phn khi v phn khi ch cn bao gm 2-3-4 yu t thng tin quan trng nht (thng l Ai, Ci g, Khi no v u). a) Ti sao phi chn cc yu t thng tin quan trng nht? Mt gio s n nghin cu xem cng chng c bo nh th no. Ti cc ni cng cng nh nh ga, bn tu, cc qun n... ng ta nhn thy c gi thng nhn lt qua cc ta ca tin tc trong ngy, sau chn c mt vi tin tc ch khng c ht c t bo. Ngay c vi nhng tin m h chn c, ch c mt s t l c c k v c ht, s cn li h ch c na chng hoc ch c phn khi ca tin tc. iu ny cho thy ti sao cc yu t thng tin quan trng nht phi c a ln u mt thng co bo ch, theo s hnh thp ngc. Cc ta son khi s dng thng co bo ch thng ct gt li cho va khun kh ca t bo. Phng php ct gt ph bin nht l ct t di ln trn. Do , khi trnh by thng co bo ch, cc ni dung quan trng cn phi u tin t t trn xung di. iu ny nhm m bo sau khi c ta son ct gt th cc ni dung quan trng nht vn c gi li. b) Vit nh th no? - Phn khi: Do cc yu cu trn, khi thc hin mt thng co bo ch cho mt khch sn, cn phi vit:
Nh hng A thuc khch sn nm sao B va tuyn mt bp trng ngi Malaysia c tn X, ng c 12 nm kinh nghim v cc mn n ngi Hoa ti nhiu khch sn ln Chu u.

Phn khi nh trn bao gm cc yu t thng tin Ai, Ci g, u. D nhin c th vit cch khc nh sau:
Mt chuyn gia v mn n ngi Hoa ti cc nh hng ln Chu u, ng X ngi Malaysia, hm qua tr thnh bp trng ca nh hng A ca khch sn nm sao B, mang theo 12 nm kinh nghim ca mnh.

Mt th k ta son c th s dng phn khi nh trn a vo mc tin vn (nu khng cn din tch ng ti ht ni dung ca thng co bo ch). Tuy nhin, nu thng co bo ch c vit nh di y, n s b nh gi l di dng, thiu hp dn, x cng v d b ta son loi b:
Ngy..., Tng Gim c khch sn nm sao B k hp ng tuyn dng thi hn 3 nm vi ng X, mang quc tch Malaysia. Theo , ng X s lm vic ti nh hng A thuc khch sn B trong vai tr bp trng. ng X c 12 nm kinh nghim v cc mn n ngi Hoa ti nhiu khch sn ln Chu u.

- Phn thng tin h tr/m rng: Sau phn khi s l phn thng tin h tr. Hin nhin phn ny cng phi bao gm cc yu t thng tin quan trng hn cc phn cn li pha sau. VD1: Ta c phn khi nh sau c xem l tt
Saigon Water Park ngy hm qua thnh cng trong vic a sng vo t lin bng vic khnh thnh khu bin nhn to rng hn 5.000 mt vung.

Phn thng tin h tr c th vit l:

Khu bin nhn to ti Cng vin Nc ny c to sng m phng theo sng bin nh vo 4 my to sng t ngm di y mt h nc c cc mc nc khc nhau t 0,5 n 1,5 mt. i din Cng vin Nc trong bui l khai trng ni rng khu bin nhn to ny an ton tuyt i vi khch vui chi nh c lc lng cu h chuyn nghip lun c mt ti ch. www.tinhvi.com - 141

Hai on trn bao gm cc yu t: Ai, Ci g, Khi no, u, Ti sao. on 2 h tr thng tin cho on 1 bng vic gii thch thm v khu bin nhn to. Cc on tip theo c th nh sau:
Gim c Cng vin Nc Nguyn Vn A cho bit ngun nc cng rt an ton cho khch n tm nh c x l tit trng bng phng php sinh hc. Cng trnh c khi cng xy dng t thng 8-2000, vi s tin u t 300 triu ng. Theo li ng A th Cng vin Nc s tip tc xy dng cc tin nghi khc trong vng 2 nm ti, bao gm... Nh vy, ch sau 2 nm kt t khi c cp php, Cng vin Nc hon tt hn 10 cng trnh, bao gm... Tin u t ny cho thy cam kt v n lc ca nh u t nhm to ra mt qun th cc cng trnh gii tr cao cp cho c dn thnh ph.

VD2: nu vit theo dng hnh thp xui, ta c phn khi nh sau
Ngy 19/8/2001, trong k hoch u t pht trin ca mnh, Saigon Water Park ti Th c khnh thnh v a vo s dng mt hng mc vui chi mi l khu bin nhn to rng hn 5.000 mt vung.

Trong phn khi ny, yu t Khi no c a ln u v yu t Ci g (quan trng nht) c a sau cng. Nhng d sao i na th yu t quan trng nht cng nm trong phn khi. S l t hn nu phn khi ca bn tin c vit li nh sau:
Saigon Water Park ti Th c ngy 19-8-2001 a thm mt cng trnh mi vo s dng, nng tng s cc cng trnh ca d n ny ln 11 cng trnh.

Trong phn khi ny, yu t quan trng nht b loi b khi phn khi. Nu nh c gi ch c lt qua phn u ca bn tin, h s khng nm c Ci g xy ra. Mt bn thng co bo ch vit theo cch ny l hon ton tht bi. - Phn thng tin nn: Mt yu t khc cn phi c i vi mt thng co bo ch l thng tin nn (background) v s vic v v cng ty. Thng tin nn s gip ngi c hiu r hn v s vic ang din ra v v chnh cng ty, hay ni khc i l hiu r hn v ni dung ca mt bn tin hoc thng co bo ch. Tr li vi v d trn, nu thiu thng tin nn, ngi c chng th bit c khch sn B u v n nh th no. Ta c th vit thng tin nn nh sau:
Khch sn B, ta lc ti s... l lin doanh gia Tng Cng ty... v tp on..., chnh thc hot ng t... Cng sut s dng s dng phng bnh qun ca khch sn ny l 75%, kh cao so vi mc bnh qun chung ca cc khch sn trong TPHCM l 65%. Ta nh 17 tng ny, nm trong qun th cc cng trnh ni ting ca thnh ph nh Nh ht Thnh ph, Nh th c B, tr s UBND TPHCM...

2. nh gi mt thng co bo ch: Xem xt mt thng co bo ch nh hnh mu trang tip theo, ta thy n c nhng thit st: - Phn khi di dng v khng i trc tip. Mc ch bt u bng ch UKPlash! l gy n tng, nhng thut ng ny c th gy kh chu vi ngi c. - Cu vn y l nhng hot ng tiu biu cho sc sng to... th hin ngi vit thng co p t kin ch quan. Cng nh Vit Nam... c vn dng rt khin cng, v hn na y khng phi l nhng thng tin quan trng nht. - on th 2 v 3 cp n ni dung chnh ca thng co bo ch, tuy nhin trnh by khng r rng, cc hot ng vn ha, vn ngh, gio dc, giao lu... c vit an xen vo nhau. Ngi c kh lng nh ht v cng kh tm tt li cc ni dung chnh. Ngi vit qu tham nn a qu nhiu thng tin, c nhng thng tin khng thc s cn thit nh thay i logo IELTS. - nhng on tip theo, trch dn trc tip qu di v khng cn thit phi dn n 2 ngi. - Thiu thi im c th xy ra s kin (chung chung thng 10). Cui cng l thiu a ch lin h.
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T cc nhn xt trn, ta c th son li thng co bo ch trn (tt nhin vn cha hon chnh v da theo ni dung ca thng co bo ch ban u cn nhiu im m h): THNG CO BO CH pht hnh ngay Sp khai mc thng Vn ha Gio dc Anh ti Vit Nam (TPHCM ngy 2/10/2006) Hi ng Anh s t chc Thng Vn ha Gio dc Vng quc Anh ti VN t ngy... vi cc hot ng a dng nhm gip gii tr VN hiu bit su hn v t nc ny. Thng hot ng ny, vi tn gi UK Splash!, bao gm tun l phim Anh v chng trnh ca nhc hiphop ti HN v TPHCM, v trin lm gio dc Anh ti Nng. Bn cnh Hi ng Anh cn phi hp vi Thng tn x VN t chc cc kha o to dnh cho cc nh bo tr VN. Gii tr VN, c bit l sinh vin, s c c hi tip cn vi chng trnh hc bng danh ting Chevening ca Chnh ph Anh. Hi ng Anh cng phi hp vi mt s i tc gio dc v cc t chc khc t nuc Anh t chc cc hi tho chuyn v gio dc. BTC cng s cng b nhng thng ip mi mang tnh ton cu ca Gio dc Vng quc Anh, cng nh tng sch v cc thit b hc tp cho cc trng ph thng trung hc trong nc. Ti HN, cc nh t chc s m phng nhiu loi hnh ngh thut ng ph cng mt s mn n truyn thng ca ngi dn Anh. Gii tr VN cng s c c hi tm hiu vn ha v li sng Anh qua trang thng tin trc tuyn Trend UK (www...).
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Theo BTC, cc hot ng nu trn tiu biu cho sc sng to, nn vn ha v gio dc Anh, gip ngi dn VN tip cn v khm ph nhng c hi n t nc Anh ngay ti VN. Vic t chc chui s kin ny nhm khng nh s quan tm ca Chnh ph Anh i vi vic tng cng hn na mi quan h hp tc v vn ha gio dc gia 2 nc, theo ng Keith Davies, Gim c Hi ng Anh VN. y l nhng vn c u tin cao trong chng trnh Sng kin do Th tng Tony Blair ra. VN nm trong s nhng nc c u tin hp tc chin lc trong gio dc dy ngh, ng Keith Davies ni. ng cng cho rng nm trc, Anh h tr rt nhiu d n ngh thut, t cc bui trnh din, mi cc ngh s Anh ti VN, n cc kha o to dnh cho ngh s tr ti nng VN. Vic t chc UK Splash! nhn c s h tr ca B GD-T v B VH-TT VN, cc nh ti tr nh Cng ty Netta v Trng quc t Anh ng ti TPHCM v mt s t chc gio dc vn ha Anh quc khc. bit thm thng tin, xin vui lng lin h...

N CUI KHA
1) Mc tiu ca n (assignment): Thu thp kinh nghim trong vic sng to v lm vic trong mt cng ty PR. Pht trin mt n v chin lc v chin thut PR. Th hin nng lc trong vic sn xut chng trnh truyn thng. Pht trin k nng vit.

Trc khi xy dng k hoch PR phi xc lp mc tiu c th. Cn phn bit gia goal v objective: chng ging nhau v bn cht, nhng goal l chung chung cn objective l phi o lng c. Do , lm PR l phi xc nh objectives. Mt s thng tin/ khi nim/thut ng tham kho: - Phn bit gia PR PR internal: l PR ca chnh cng ty, k hoch lm ra gi l planning ( n, k hoch). PR agency: l PR thu ngoi lm, k hoch lm ra gi l proposal ( xut, ngh). - Chi ph khi thu agency: V phn chi ph cng, cc cng ty PR thng tnh ph ging nhau (12% chi ph t chc). S khc bit gia cc cng ty l khon chi ph cho tng sng to (creative). tng cng sng to th cng nh ng d lun (make noise). Cn nhc vn s dng PR agency hoc PR internal: Cc cng ty lm PR/qung co (Agency) s c li th v mi quan h vi cc MC, ca s... nn chi ph mi thp hn. H cng c li th v vic c sn i ng chuyn nghip thc hin cc hot ng PR. Nhng cc nhn vin PR ca chnh doanh nghip (PR internal) cng c u im khi thc hin cc chng trnh nh nhanh rt gn. - Roadshow: i diu hnh ngoi ng ph, t mn hnh ln ch ng ngi... - Phn bit PR v Marketing: PR ch l mt phn ca marketing nhng PR c vai tr khc.
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- Phn bit PR v Advertising: PR lm cho ngi ta tin, cn Advertising lm cho ngi ta bit. Advertising phi t ni v mnh, nhng PR nh n ngi th 3 ni v mnh. iu khc bit quan trng na l PR gii quyt tt khng hong (crisis), cn Advertising khng lm c vic ny. - Phn bit mt s thut ng sau: Background: Tnh hnh, bi cnh iu tra tnh hnh (research background). Situation: Bi cnh, hon cnh, tnh hung phn tch bi cnh (situation analysis). Issue: Vn t ra gii quyt l nh th no. Phn bit: Objective What (mun lm ci g); Issue How (nhn nh vn nh th no). - Phn bit cc hot ng ATL v BTL: ATL (Above The Line activities): ch cc hot ng truyn thng tn km da vo TV, Radio, bo ch, phim... BTL (Below The Line activities): ch cc hot ng truyn thng t tn km hn nh l gi th, t ri (leaflet), tp qung co (brochure), phiu mua hng/phiu d thng (coupons), trin lm, PR, bn hng trc tip... S phn bit gia ATL v BTL c phn no ty hng, khng c s thng nht rng ri. Chng hn poster c ngi xem l ATL, nhng cng c ngi xem l BTL. V c bn, nu mt hot ng qung b (advertisement) c a ra cng chng v km theo mt khon hoa hng (commission) chi tr cho cng ty qung co (agency) th hot ng ny c th c xem l ATL. Nu khng phi tr khon hoa hng no th hot ng ny c th c xem l BTL. Theo nguyn tc ny, ng bo l ATL nhng thng co bo ch li l BTL. - FMCG (Fast Moving Consumer Goods): hng tiu dng nhanh. - Mindmap (s gin / bn tr tu): tham kho sch bn ti FAHASA. 2) Cng vic c giao: Assignment: Lp mt PR proposal hoc PR planning - Chn mt t chc. L t chc c tht. L t chc m bn ang lm vic, hoc bn quen thuc, hoc bn quan tm. - Tm tt iu tra v tnh hnh (background), ch r nhng vn cn gii quyt (issues): Phi lm research v cng ty: lm PR cha m phi cn ti ci proposal ny? Gii thch v PR issues: ti sao phi lm PR cho nhng vn ny? Phn tch bi cnh (situation analysis). Nghin cu cc yu cu vit ra mt chin dch (campaign). y c s nghin cu cc chin lc. Trong assignment ny ch dng li mc t ra nhng objectives n gin, v nhng phng php (ways) t c: hp bo, hi ngh khch hng, liveshow, PR chnh tr, hot ng x hi, lobby... ch cn dng li ways. Trong bi lm a ra ti a 3 messages (khng phi objectives). Target Audience theo vng min, cng ti a l 3. Cc thng tin phi t i tm, nhng phi ghi r source. Cui bi bt buc phi c reference list (danh mc tham kho). Cc giai on pht trin ca mt cng ty (ch c tnh tham kho):
Seed (t c, mu cu) Awards (gii thng) Communications Conference/Tradeshow promotion Media/Press promotions Startup (giai on thnh lp) International (giai on quc t ha) Expansion (giai on m rng) Mature (giai on trng thnh)

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Press Conference (hp bo) Product/Service positioning Success Stories (cu chuyn v s thnh cng ca Cty sau x nm) Media Campaign Plan (chin dch truyn thng)

3) Mt mu v k hoch PR: a) Trang ba:

[NAME OF COMPANY] PR PLAN FOR [NAME OF PRODUCT, SERVICE OR CO. THE PLAN ADDRESSES] [Date], 2007 Prepared by: [Name of person preparing] Prepared for: [Company president or other]

b) Executive Summary (Bn tm tt tng hp): t mt bn tm tt nhng g m bn k hoch hng ti, v khung thi gian i hi thc hin k hoch. Hay ni khc i, c trang ny s nm c ton b ni dung cc trang sau s ni g. Trong thc t phi vit tht hp dn ngi c thm quyn c hng th v quan tm xem tip. C th lm trang ny di dng mt s , nhng phi th hin r rng. c) Situation Analysis (Phn tch bi cnh): M t tnh hung trong bi cnh m bn k hoch hng ti. D lun hin ti v ch ca bn k hoch l g? Cng chng nhn nhn n nh th no so vi nhng i th gn nht. d) Goal (Mc ch): Nu ra mt mc ch chung c th dn thng ti vn (problem), hoc c hi (opportunity) c nu trong phn tch hon cnh. e) Objectives (Cc mc tiu c th): Nu ra ti a 3 mc tiu c th c th c bn di mc ch chung. Nhng mc tiu ny phi r rng c th, c th nh gi/o lng c, c th t c. Phi c mt thi hn cht hon thnh. Objective 1. Objective 2. Objective 3. f) Target Audiences (i tng mc tiu): Nhng i tng no, phn khc th trng no (tui teen, tui trung nin...; min Nam, min Bc...) m bn mun tc ng thng qua bn k hoch ny? Target Audience 1. Target Audience 2. Target Audience 3. g) Key Messages (nhng thng ip then cht): Message khng phi l objective, cng khng phi slogan. N l thng ip, thng tin m cng ty mun a ra cho target audience (VD: thng ip cho bit cng ty/c nhn/sn phm l g, c tm vc ra sao). Khng lit k qu 3 thng ip then cht m bn mun tc ng n i tng mc tiu. Qu nhiu thng ip s gy nhiu v lm ri rm, gim kh nng m nhng thng ip chnh s phi lm trn. Key message 1.
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Key message 2. Key message 3. h) Strategies (chin lc): Nhng phng php no bn s dng gii thch khc trit thng ip ca bn? Chin lc s bao gm rng ri ai, nh th no v lm nhng g hon tt cc mc tiu ca bn? Strategy 1. Strategy 2. Strategy 3. i) Tactics (chin thut): Chin thut l nhng hnh ng c th m bn s lm h tr chin lc ca bn v tha mn cc mc tiu ca bn. Mi chin thut bao gm mt thi hn cht v chi ph (c tnh). Tactics 1: deadline... budget... Tactics 2: deadline... budget... Tactics 3: deadline... budget... j) Budget (ngn sch): c tnh tng ngn sch thc hin chin dch PR. Ch cn ghi ngn gn v ph tn ring c ghi ch trong phn Tactics trn. k) Measurement (nh gi/o lng): Mi khi k hoch PR c hon tt, nh gi cc mc tiu PR ca bn c c tha mn khng? Nu khng th phi xc nh ti sao. Thm nhng phn nh gi ny l mt phn ca k hoch PR hon chnh cho cc tham kho v sau. Lc ny ta ch cn vit mc khng qun, sau ny s b sung thng tin. Biu mu nh gi c dng nh sau:
Assessment Items nh gi cc khon mc Has proper business reporting format been uses? C s dng nh dng bo biu kinh doanh ph hp khng? Executive Summary (bn tm tt thc hin). Contents Page (trang ni dung). Introduction (li gii thiu). Body (phn ni dung chnh). Conclusion (kt lun). Reference list (danh mc tham kho/tham chiu). Is the client clearly indentifiable? Khch hng c th nhn bit r rng khng? Is background information on the client provided? C c cung cp thng tin tnh hnh khch hng khng? Are the clients business objectives discussed? C tho lun v nhng mc tiu kinh doanh ca khch hng? Are the clients PR objectives discussed? C tho lun v nhng mc tiu PR ca khch hng? Are research issues discussed? C tho lun v cc vn cn nghin cu khng? Are research methods discussed? C tho lun v cc phng php nghin cu khng? Is the PR issue that is to be the subject of the campaign clearly identified? Cc vn PR l ch ca chin dch c c nhn bit r rng khng? Is the PR issues target market clearly identified? Mc tiu th trng ca cc vn PR c c nhn bit r rng?
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Yes

No

PHAN PHU LUC

Ph lc 1: PHN TCH S THNH CNG CA NC TNG LC NUMBER ONE
Nhng nm 1996, 1997 v 1998 l nhng nm ng nh cho s cnh tranh khc lit gia cc nhn hiu ton cu khng l, cc tng cho sn phm mi bng n v s xut hin kinh ngc ca nhng nhn hng trong nc trong ngnh gii kht ti Vit Nam. u nhng nm 1990, Pepsi v Coca-Cola bc chn vo th trng Vit Nam vi chnh sch u t vo cc cng ty quc doanh v chim lnh vic qun l thng qua s vn m h s hu. Mt chin lc thm nhp thnh cng c tip ni bng nhiu chin thut khc nhau m bo v tr ca h trn th trng Vit Nam. Nhng cng ty nc ngoi ny sau tin hnh chin lc chuyn ha vic u t thnh 100% vn nc ngoi, iu ny c thc hin vi chnh sch m ca ca chnh ph Vit Nam. C hi cho nhng con c nh Chin tranh gia hai g khng l bt u vo nm 1996. C hai tung ra rt nhiu hot ng khc nhau thng qua nhng chin dch qung co, khuyn mi nh thay i bao b sn phm, chit khu cho i l, ct gim gi thnh, tng qu hoc tng mc tnh dng cho i l. Tuy nhin, nhng chin dch ny mang n nhng khon l khng l cho c hai nhn hiu t nm 1996 n nm 2000. iu ny khin cho vic lin doanh nm trong tnh trng khng c li sut nhiu nm v bn i tc Vit Nam nh trao quyn li cho pha nc ngoi. Vic Pepsi v Coca-Cola chuyn thnh cng ty 100% vn nc ngoi thnh s tht. Nhng cng ty nh v va ang hot ng trong lnh vc gii kht chnh l nhng ngi chu ng thit hi nng n nht. H tip tc b mt th phn, mt quyn kim sot knh phn phi v mt kh nng thanh ton. Trc tnh hnh ny, mt s cng ty kt hp li v kinh doanh th trng nh hn trong khi mt s khc tr thnh cng ty c phn v thay i vic kinh doanh theo hng nh vo cc dng sn phm khc v phn khc th trng khc theo nh li ng b xa c cu Trnh voi chng xu mt no. Tuy vy, tnh hung trn li to ra rt nhiu c hi cho cc cng ty nng ng. Trong khi cc cng ty ln ang chin u ginh th phn sn phm truyn thng th cc cng ty Vit Nam cng tham gia vo cuc cnh tranh bng vic pht trin sn phm mi. Mt s loi nc gii kht c cha cc thnh phn thin nhin nh u nnh, c rt, yaourt hay tr xut hin, v th th trng nc gii kht tr nn rt a dng. S ni ln ca nc tng lc Number One l kt qu ca qu trnh sng to ny. Number One l mt thng hiu ca cng ty Tn Hip Pht. Vo nm 2001, th trng nc tng lc ch chim 0.67% th trng nc gii kht, v ch c ba nhn nhiu l Red Bull, Rhino v Lipovitan. Cc sn phm ny c bn di dng lon v c phn phi thng qua nhng i l c thng lnh hoc t lnh. Red Bull v Lipovitan c nh my ti Vit Nam trong khi Rhino l sn phm nhp khu. Li th ca h nm sc mnh ti chnh v kh nng qung b rng ri thng qua cc knh truyn thng khc nhau ng thi cng vi vic thu mn nhng nh phn phi chuyn nghip nhm em sn phm ca h n tng ngc ngch t nc. Hot ng chnh ca ba cng ty trn vn l tp trung vo vic bn hng v qung b. S khc bit ca sn phm Mc d c ba nhn hiu ln trn c sc mnh ti chnh, kinh nghim v s hiu bit marketing, h vn khng th tho mn ht nhu cu ca cc phn khc th trng khc nhau. Theo nh cuc nghin cu tin hnh nm 2000, nhng ngi tiu dng tng lp trung bnh, h khng c kh nng b 6,000 ng cho mt lon nc tng lc (40 cents M). Ngoi ra, phn ln ngi tiu dng cn cho bit h cm thy bt tin khi dng nc tng lc v h khng c t lnh trong nh. V th khi c nhu cu, h phi i n cc ca hng mua v ung ngay ti ch. Mt yu t quan trng l nc tng lc dng vi th khng ngon bng nc p lnh. Trong phn tch tiu dng, cuc nghin cu ch ra rng phn ln ngi tiu dng hiu nc tng lc l sn phm mang n s thoi mi, tng cng sinh lc, ci thin tinh thn, gim stress v gip h lm vic tt hn. Cc nhn hng ln khai thc nhng nhn thc ny trong cc chin dch thm nhp th trng, gi c v phn phi sn phm. i vi Number One, nhng nhn thc ny chnh l nn tng cho vic xm nhp to bo vo th trng ny. Tn Hip Pht quyt nh u t hn mt nh my sn xut nc tng lc ng chai ti Vit Nam. Sut trong thi gian u, h sn xut chai 300ml v bn vi mc gi thp nhm tip cn ngi tiu dng trong nc. S tin dng v vic c th dng chung vi m khng lm mt i v ngon ca nc tng lc chnh l mt li th cnh tranh. Mt nhn t quan trng l ngi tiu dng quen vi vic dng nc gii kht ng chai. Lc by gi Number One chnh l nc tng lc ng chai duy nht, ng thi c mc gi ch ngang bng vi Coke hay Pepsi l 2,500 ng (18 cents M). www.tinhvi.com - 149

Tp trung vo s tin li cho ngi tiu dng S khc bit ca sn phm chnh l nhn t mang li thnh cng cho Number One. Mt nhn t quan trng khc cn l thi quen tiu dng. Ngi tiu dng c th ung nc tng lc ti cc qun nc ven ng hay cc qun c ph nh. Hoc h c th dng n ti nh. Nghin cu th trng ch ra rng 15% ngi tiu dng mua nc tng lc v nh mt tun mt ln. Do c n 85% ngi dng nc tng lc ti cc qun c ph. iu ny c l gii l do phn ln ngi tiu dng khng c t lnh hoc h thch dng nc vi hn. C th dng nc tng lc vi gi thp c xem l mt tin hp dn sut nm 2001. Ngi c thu nhp trung bnh hnh thnh nn s ng nhng ngi ung nc tng lc. V cng v Number One l nc tng lc ng chai u tin ng chai ti Vit Nam nn mi ngi c th dng n bt c u. y chnh l l do chnh gip Number One nhanh chng chim gi ngi tiu dng v chuyn i tnh hnh cnh tranh trong th trng nc gii kht Vit Nam thi by gi. Xy dng thng hiu Ba yu t chnh mang li thnh cng cho chin dch xy dng thng hiu Number One chnh l sn phm, knh phn phi v truyn thng hiu qu. Thit b v k thut sn xut nhp khu t Chu u to nn mt quy trnh sn xut hin i, an ton, v sinh. Nhng hnh nh ny c truyn thng tt trn nhiu knh truyn hnh v to ra nh hng mnh m, tch cc n ngi tiu dng. Trong vng 04 thng sau khi tung sn phm, nc tng lc Number One chim gi c 30% th phn. Tng s knh phn phi bao gm 300,000 im bn l, 200 i l trn khp 64 tnh thnh ton quc. Vic kinh doanh tt n ni Number One khng cung cp cho cc k l hi nh l Tt m lch. Pepsi v Coca-Cola nh mt v tr s 1 trn th trng, h buc cc nh phn phi c quyn khng c tch tr hay phn phi Number One. Nhng mt vic kinh ngc xy ra: rt nhiu nh phn phi mi khng thm ly sn phm Pepsi hay Coca-Cola na trong cc thnh ph ln. Hai i gia v tnh chuyn ton b h thng v chnh sch phn phi ca h sang cho i th cnh tranh. Mt nhn t gp phn mang n thnh cng cho Number One chnh l chin dch qung co hiu qu c a ra bi tp on THP v cng ty Saatchi & Saatchi Vit Nam. Vic truyn thng nhn chung n gin: trong sut mt thng, mt on qung co 5 giy xut hin trn hai knh truyn hnh chnh Vit Nam ch vi mt thng ip: Nc ung tng lc ng chai xut hin ti Vit Nam. Chin dch ny to nn s nh hng ln i vi khn gi. Vo lc by gi, nghin cu th trng cho thy c n 60% khn gi mun dng th v 30% s ngi dng th tr thnh khch hng thng xuyn ca Number One. Theo cng vi thng ip qung co mnh m l cc poster dn trn tng cc ca hng bn Number One. Cc vt phm khuyn mi nh thng , ng phc, c treo, ly v ng ly cng c cung cp h tr cng vic bn hng trn khp c nc. K t nm 2002, Number One cn tp trung vo cc chin dch truyn thng cng ng. Number One ti tr gii ua xe p cp truyn hnh TP.HCM vi ng ua t TP.HCM n th H Ni v ngc li. Ngy cui cng ca cuc ua kt thc vo ngy 30/4 c nh du l ngy k nim nc Vit Nam c gii phng. y l gii ua c uy tn Vit Nam v vic ti tr khng ch c a ln tin tc hng ngy v cuc ua m cn l s chng nhn ln v uy tn v sc mnh ca thng hiu Vit Nam. Vo nm 2005, cc hot ng truyn thng lin tc hon tt. Number One by gi ang tp trung vo vic tr thnh nh ti tr chnh ca gii Cp bng Vit Nam (V-League) vi s tin ti tr ln n 10 t ng (tng ng 650,000 la M). y cng l gii bng ln nht Vit Nam. Bn cnh , Number One hin nay ang ti tr cho trung tm hot ng x hi ca hi thanh nin TP.HCM xy dng nn mt website vi tn gi l Cuc sng ti p cho hn 200 trng tiu hc, trung hc v i hc trn c nc. Mc tiu chnh ca website ny l ph bin kin thc, nu ln cc tnh hung i thc v hnh vi, vic hc tp v lm vic ca thanh nin ng thi hng h n vi mt mc tiu tt hn trong cuc sng. Kt lun Thnh cng hin ti ca Number One chun b cho s ra i cc sn phm nh Number One lon, Number One Soda, Number One u nnh. Nhng sn phm ny s pht trin da trn sc mnh ca thng hiu chnh. Ch sau bn nm, dng sn phm Number One chim c 65% th trng nc tng lc ng chai, vi s nhn bit thng hiu ln n 80% v tip tc tng thm 20% th trng nc tng lc ng chai. y qu l mt thnh cng kinh ngc. S thnh cng ca Number One da vo s nh gi chnh xc tnh hnh v nhu cu ca th trng, c trong vic u t v thc hin cc chin lc thch hp trong vic sn xut cc sn phm cht lng, phn phi mnh v chin lc xy dng thng hiu hiu qu. Bi hc ny l nhng kinh nghim qu gi cho cc cng ty va v nh phi cnh tranh trong mt u trng ln. Thnh cng ca Number One c tng hp nh sau: -S khc bit nm ch y l nc tng lc ng chai duy nht ti Vit Nam. - Gi thnh thp, ph hp vi tt c cc tng lp kinh t trong mt t nc c dn s hn 80 triu ngi. - Yu t bt ng. S ra i ca mt sn phm mi trong ngnh nc tng lc ng chai l mt th thch ln i vi nh sn xut trong nc v thiu vn v k thut. y l sn phm ca mt cng ty cn mi v th cc i th cnh tranh ln khng ch v khng c kt hoch tn cng ng lc cho n khi Number One tr nn qu thnh cng. www.tinhvi.com - 150

- nh v ph hp thng qua vic to nn s tin li khi s dng. Mt kh nng lm cho sn phm d dng tr thnh ngi chin thng. Trong mt t nc ni m c n 65% dn s tr v 80% dn s ph thuc vo nn kinh t nng nghip th chiu thc nc tng lc gi thp nhng snh s v an ton l mt tng marketing thng minh. - C c chin dch xy dng thng hiu hiu qu. y l cng ty u tin Vit Nam ch ng thu dch v ca mt cng ty qung co a quc gia trin khai cc chin dch qung co theo cch chuyn nghip. - Cc hot ng quan h cng ng c khai thc rt tt nh vic ti tr cc gii bng , ti tr t thin v cc hot ng x hi khc. Nhng hot ng ny l hot ng phi lm ca nhng cng ty kinh doanh lnh vc mt hng tiu dng nhanh v mun thnh cng Vit Nam - Mt nhn t quan trng khc l tinh thn mnh m ca nh sng lp tp on THP. Trong bi cnh tnh hnh cnh tranh khng cng bng ni m khi nim thng hiu vn cn mi m Vit Nam th nhng suy ngh v cch trin khai sng to cng vi n lc khng mt mi l nhng nhn t kt hp lm nn Number One tr thnh nhn hiu quen thuc ca ngi tiu dng Vit Nam. Vi s vn u t l 2 triu la k t lc tung sn phm, Number One tr thnh nc tng lc ng chai dn u Vit Nam vi sn lng khong 7 triu kt mi nm. Number One c th cnh trang c trong mt th trng ln vi cc dng sn phm. Chin lc kinh doanh ca h lm thay i th trng v gip h t c mt v tr nht nh. Number One l mt v d v mt cng ty nh v thnh cng thng hiu tin phong trong lnh vc nc tng lc ng chai. c cng b l nc tng lc ng chai u tin ti Vit Nam, Number One tip cn mi ngi tiu dng da vo knh phn phi lan rng v gi thnh ph hp. K thut ng chai gp phn vo s khc bit ca n so vi cc loi nc ung tng lc khc v lm tng s nhn bit ca ngi tiu dng v nhn hiu Number One. Philip Kotler (www.openshare.com.vn/community/archive/index.php/t-6885.html)

Ph lc 2: TM HIU V RATING V SHARING

Di y l mt cch n gin gii thch 2 khi nim RATING v SHARE (chng u c tnh theo n v %) RATING = s h (households) bt TV xem chng trnh cho tng s h c TV (nh vy, im rating nh gi c s h ang xem chng trnh ti mt thi gian no , so vi tng s h c TV) SHARE = s h (households) bt TV xem chng trnh cho tng s h ang bt TV ti thi im (HUT) (nh vy, im share nh gi c s h ang xem chng trnh ti mt thi im no , so vi tng s ang bt TV ln xem) Nu nh bn c th gii thch c ti sao im share ca mt chng trnh TV lun cao hn im rating ca n, th bn hiu c s khc bit gia chng. VD: xem hnh minh ha bn cnh. Gii thch thut ng: HUT (Households Using TV): S h ang xem TV. PUT (Persons Using TV): S ngi ang xem TV Chnh xc hn HUT. T khi nim v Rating v Sharing, ta c th rt ra cng thc sau (ch trong hnh minh ha th HUT ang nh ngha theo %): Rating = Share HUT im tng Rating GRPs (Gross Rating Points) Tng ca tt c im rating t c trong mt khong thi gian c gi l tng s lng (Gross Impression) khi c th hin nh l tng ca tt c mu qung co (exposures) trong mt khong thi gian. Biu hnh bn minh ha v phm vi tip cn (reach) v tn s xut hin (frequency). Mi h gia nh c ch ra nhng ngy no m TV khi ang www.tinhvi.com - 151

pht mt mu (spot) qung co. Bi v mt h bao gm 10% ca ton b 10 h trong hnh v, nn mi h biu th 10 im rating mi khi pht sng mu qung co. Bng cch cng cc im s ny li, ta c 150 im GRPs. Phm vi tip cn Reach (cn gi l Cume) S lng nhng h gia nh khc nhau (khng trng lp) xem mt chng trnh TV (hoc qung co thng mi) trong mt khong thi gian kho st (1 tun). D nhin y thay v dng i lng h gia nh (households) ta c th dng i lng persons (c nhn) th s mang tnh chnh xc cao hn. Trong hnh minh ha, ta thy c tt c 7 h gia nh khc nhau xem chng trnh TV cho (knh 2) trong 1 tun. V mi h bao gm 10% ca tng s h. iu ny c ngha l im reach (hay cume) l 70%. Tn s xut hin (Frequency) S lng trung bnh cc h gia nh (hoc c nhn) xem mt chng trnh TV hoc mt chng trnh qung co thng mi cho, trong mt khong thi gian c th, c tnh theo cng thc sau: Frequency = GRPs/Reach Trong v d nu trn, GRPs l 150 chia cho 70 (ly t con s 70%) ta c frequency l 2,1. Con s ny c ngha: trong s ton th 10 h gia nh ang kho st, bnh qun trong tun th mi ngy c 2,1 h xem chng trnh cho. Tn sut phn b (Frequency Distribution) Tnh theo s lng hoc % h gia nh (hoc c nhn) xem 1 ln, 2 ln, 3 ln.... mt chng trnh/mt knh/mt spot qung co thng mi cho.

Ph lc 3: DANH MC BO CH CA BIZ-EYES

Media List 2007

No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 TN BO An Ninh Th Bnh Dng BT KT VN &TG H Ni Mi H Ni Mi tin chiu Hi phng Lao ng Lao ng X Hi Ngi Lao ng Nhn Dn (bo ngy) Nng Nghip Vit Nam Nng Thn Ngy Nay Php Lut Thnh Ph H Ch Minh Qun i Si Gn Gii Phng Si Gn Gii Phng 12h Si Gn Th Thao Saigon Times Daily Thanh Nin Th Thao TP English title/Website Capital Security (An Ninh Thu Do) Binh Duong Newspaper Vina econet (BTKT VN & TG) New Hanoi Newspaper (Ha Noi Moi) New Hanoi Newspaper-afternoon (HNM-tin chiu) Hai Phong Newspaper (HP) Labour Newspaper (Lao Dong) Social Labor (LXH) Laborer Newspaper (Nguoi lao dong) People Newspaper (Nhan dan bao ngay) Vietnam Agriculture Newspaper (Nong nghiep Viet Nam) Rural Today (NTNN) HCM City Law Newspaper (Phap Luat TP.HCM) People Army newspaper ( Q) Liberated Saigon Daily (Sai Gon Giai Phong) Liberated Saigon 12h Liberated SaiGon Sports (Sai Gon Giai Phong The Thao) Nht bo SG (SG Times Daily) Youth Newspaper (Thanh nien) Sports (The Thao) Press type Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily

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21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

Th trng (B Ti Chnh) Th Trng (B Thng Mi) Tin Phong Tui Tr Vietnam News Cng An Nhn Dn Cng An Tp. Nng Cng An TP.H Ch Minh Nng i on kt Gia nh & X Hi Php Lut Vit Nam Ph N TP.HCM Th Thao - Vn Ha Th Thao Ngy Nay Thi bo Ngn hng Tin Tc Tui Tr Th Vn Ha Xy dng u t Chng khon Thi Bo Ti Chnh Vit Nam Thng Mi An Ninh Th Gii t Mi B Doanh Nhn Si Gn Cui Tun Kin Thc Gia nh Bu in Vit Nam Cng Lun Cng Nghip Cng Nghip Vit Nam c san Cng An Tp.HCM u T Din n Doanh nghip Doanh nhn Doanh Nhn Si Gn i Sng & Php Lut Echip Gio dc & Thi i Gio dc TP HCM H Ni Mi Ch Nht Hi Quan Hoa Hc Tr 1 Khoa hc & Cng ngh Khoa Hc & i Sng Khoa hc Ngy nay Khoa Hc Ph Thng Kin Thc Ngy Nay Kinh T Hp Tc Kinh T Vit Nam Lao ng Th Mc Tm Nhn Dn Th 7 Nhp Cu u T Ph N Th

Market News (Thi truong) The Market (Thi Truong) Pioneer Newspaper (Tien Phong) Young Age Newspaper (Tuoi Tre) Tin tc Vietnam (VN News) People Police Newspaper (Cong an Nhan dan) Danang Police Newspaper (Cong an Danang) Ho Chi Minh City Police Newspapers (Cong An TPHCM) Danang Newspaper (Bao Da Nang) Great Unity (Dai Doan Ket) Family and Society Review (Gia dinh & Xa hoi) Vietnam Law Newspaper (Phap Luat VN) HCMC Women (Phu Nu Tp HCM) Sports - Culture (The Thao - Van Hoa) Sport Today (The Thao Ngay Nay) Banking Review (Thoi bao Ngan hang) Daily Bulletin (Tin Tuc) Young Age Capital (Tuoi Tre Thu Do) Culture (Van Hoa) Construction (Xay Dung) Stockmarket Weekly (Dau tu Chung khoan) Vietnam Financial Times (TB Tai Chinh VN) Trade Newspaper (Thuong Mai) World Security (An Ninh The Gioi) t Mi Magazine (Dat Mui) Saigon Entrepreneur Weekend (DN SG Cuoi tuan) Family Knowledge (Kien Thuc Gia Dinh) Bulletin of Vietnam Post Office (Buu dien Viet Nam) Public Opinion (Cong Luan) Industrial Review (Cong Nghiep) Viet Nam Industry (Cong Nghiep Viet Nam) HCM Police Newspaper-Special ( S-CA TP.HCM) Vietnam Investment Review (Dau Tu) Business Forum (Dien dan Doanh nghiep) Businessmen (Doanh Nhan) Saigon Entrepreneur Weekly (Doanh nhan Sai Gon) Life & Law (Doi Song & Phap Luat) Echip Education & Era (GD&T) Hochiminh City Education Bulletin New Hanoi Newspaper (Ha Noi Moi) Custom Newspaper (Hai Quan) School flowers - 1 (Hoa Hoc Tro 1) Science & Technology (Khoa hoc & Cong nghe) Science and Life (Khoa hoc & Doi song) Science Today (Khoa hoc Ngay nay) Common Science (Khoa hoc Pho thong) Today Knowledge (Kien Thuc Ngay Nay) Cooperation Economic News (Kinh Te Hop Tac) Vietnam Economic News Capital Labour (Lao dong Thu do) Purple Ink Magazine (Muc Tim) People Saturday Business Week (Nhip Cau Dau Tu) Capital Women (Phu Nu Thu Do)

Daily Daily Daily Daily Daily Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Three issues/week Two issues/week Two issues/week Two issues/week Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly

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Ph N TP.HCM Ch Nht Ph N Vit Nam Ph N Vit Nam Cui Tun Si Gn Gii Phng Th 7 Si Gn Tip Th Saigon Times Weekly Sinh Vin Vit Nam Sc khe & i sng Tp Ch Thng Mi Thanh Nin Tun San Th Gii @ Th gii mi Th Gii Ph N TP Th gii s Th gii Vn ha Th Trng Ch Nht Thi Bo Kinh T Si Gn Thi Bo Kinh T Vit Nam Thi Bo Ngn Hng Cui Tun Thng tin Kinh doanh v tip th Thuc & Sc Kho Tip Th Gia nh Tri Thc Tr TT Bt ng sn & ti sn (Cui tun) Tui Tr Cui Tun Vietnam Economic News Vietnam Investment Review Cm Nang Mua Sm Bt ng Sn B Su Tp Nh p Cm nang Tiu dng Cm Nang Tiu Dng n ng ng Kim p-Ph Trng a c in T & Tiu Dng Mt & Cuc Sng Mt Vit Nam M Phm M thut & i sng Nghe Nhn Vit Nam Ngi p Vit Nam Ngi Tiu Dng Nh p t Xe my PC World Seri A PC World Seri B Ph N p Bc QTTT Tiu Dng Snh iu Th thao Vn ha n ng Thi bo Vi Tnh Si Gn Thi Trang Tr Tin Hc Ngn Hng Tin Hc Ti Chnh

HCMC Women Sunday ( Phu Nu Chu Nhat) Vietnamese Women (Phu Nu Viet Nam) Vietnamese Women Weekend (PNVN CT) Liberated Saigon Saturday (Sai Gon Giai Phong Thu Bay) The Saigon Marketing News (Sai Gon Tiep Thi) Tun bo Kinh T Si Gon (SG Times Weekly) Vietnamese Student (Sinh Vien Viet Nam) Health & Life (Suc khoe & Doi song) Vietnam Trade Review (TC Thuong Mai) Youth Weekly @ World (The Gioi @) New World Bulletin (The Gioi Moi) Women World (The Gioi Phu Nu) Digital World Cultural World Market Sunday (Thi Truong Chu Nhat) Saigon Times Weekly (TB Kinh Te SG) Vietnam Economic Times (TB Kinh Te VN) Weekly Banking Times (TB NH Cuoi Tuan) Business Information and Marketing (TT KD & Tiep Thi) Medecine & Health (Thuoc Va Suc Khoe) Marketing Family Magazine (Tiep Thi Gia Dinh) Young Knowlegde (Tri Thuc Tre) Real Estate and Asset Market (TT BDS & TS Cuoi tuan) Young Age Newspaper (Tuoi Tre) Tin tc kinh t Vit Nam Bo u t (VIR) Shopping Guidebook (Cam nang Mua sam) Real Estate (Bat Dong San) Nice House Collection (BST Nha Dep) Consumption Handbook Consumption Handbook for Man Registering (ng Kim) Beauty Magazine (Dep) Real Estate (Dia Oc) Electronics & Consumption (DT & TD) Fashion & Life (Mot & Cuoc Song) Vietnam Mode Cosmetics Magazine (My Pham) Fine Arts & Life Magazine (My Thuat & Doi Song) Vietnam Audio - Visual Magazine Vietnam Divas Magazine (Nguoi Dep Viet Nam) Consumer Magazine Beautiful House Magazine (Nha Dep) Auto & Motor PC World Seri A PC World Seri B Ap Bac Women (Phu Nu Ap Bac) Inter Market Consume (Quoc Te Thi Truong Tieu Dung) Stylist (Sanh Dieu) Sport - Culture (for Men edition) Saigon Computer Times (TB Vi Tinh SG) Young Fashion (Thoi Trang Tre) Banking Informatics (Tin Hc Ngn Hng) Financial Informatics(Tin Hoc Tai Chinh)

Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly Monthly

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Tin hc v i sng T Vn Tiu Dng Vn ho Ngh Thut n Ung VTM X Hi Thng Tin (Sc mnh s) Xe & i sng 24h Vietnamnet Online Vnexpress online Ngi sao online Thanh Nin Online Tui Tr Online Vietnam economy Online Vietnam Media Ngi Lao ng Online Si Gn Gii Phng Online Si Gn Tip Th Online Tin Phong Online Autonet Online Dn Tr Online

Computing and Life (TH & DS) Cosume Counsellor (Tu Van Tieu Dung) Food tasting Culture (VHNTAU) VTM Information Social (Xa Hoi Thong Tin) Vehicle & Life (Xe & i sng) www.24h.com www.vietnamnet.com www.vnexpress.net www.ngoisao.net www.thanhnien.com.vn www.tuoitre.com.vn www.vneconomy.com www.vnmedia.com www.nld.com.vn www.sggp.org.vn www.sgtt.com.vn www.tienphongonline.com.vn www.autonet.com.vn www.dantri.com.vn

Monthly Monthly Monthly Monthly Monthly Monthly Online Online Online Online Online Online Online Online Online Online Online Online Online Online

Ph lc 4: CC TRANG WEB V PR V MARKETING

http://www.prweekus.com/ PR Week U.S. http://www.odwyerpr.com/ Jack O'Dwyer's newsletter http://www.dmnews.com/ Direct Marketing News http://www.ir-magazin.com/ Internet Relations (in German) http://www.adage.com/ Advertising Age http://web.bu.edu/COM/html/comnewstoday.html Com News. A multimedia publication (Boston University) http://www.netb2b.com/ Advertising Age's Net Marketing. www.prsa.org/ Public Relations Tactics http://www.channelseven.com/ E-zine. Resources and commentary for the online advertising and marketing community www.virtualpromote.com/ E-zine site for the web site promotion and ecommerce community http://www.ragan.com/ Ragan Communications newsletters http://www.revolutionmagazine.com/ Revolution. Internet marketing Magazine www.mediainsider.com/ Media Insider. E-zine from PR Newswire http://www.marketingmag.ca/ Marketing Magazine, a Canadian publication www.mediacentral.com/ Media Central Interactive. http://www.adweek.com/ AdWeek online. www.digitaljournalist.org/ A multimedia magazine for photojournalism http://www.zenithmedia.com/ Zenith Medianet - the Marketer's Home Base www.webbers.com/emark/ The E-marketing Digest. E-zine discussing Electronic marketing techniques http://forums.delphiforums.com/mediapro/start MediaPro forum for journalists and PR practitioners

http://www.promotionworld.com/ http://www.melcrum.com/ Promotion World. A site dedicated to teaching and discussing online Newsletters on strategic and knowledge management and promotions total communication measurement www.prandmarketing.com/ http://www.ojr.org/ PR News Online Journalism Review http://wdfm.com/ http://www.crisisnavigator.org/ Web Digest for Marketers Crisis Navigator. e-zine from Germany. (In English) www.brandchannel.com/ http://industryclick.com/ Online exchange about branding Several marketing magazines in one portal www.briankilgore.com/ http://www.pubzone.com/ Brian Kilgore's newsletter on PR. Canadian communications news www.iabc.com/index.htm Communication World http://www.prdomain.com/ PR Domain (India)

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www.iboost.com/ www.adcritic.com/ Advertising and promotion for e-business A site that critiques TV ads from around the world. www.marketingclick.com/ www.egroups.com/group/prbytes Marketing news A moderated forum for PR practitioners www.e911.com/ www.marketingtowebmarketers.com/ Newsletter: Executive Actions Marketing to Web Marketers www.brandchannel.com/ www.ironthenet.com/ Brand Channel Investor Relations Magazine www.brandrepublic.com/magazines/marketing/index.cfm http://reveries.com/ Marketing Marketing (UK) www.prcanada.ca/ www.lefile.com/ PR Canada Commentary on IR and Corporate Communications www.cornerbarpr.com/ http://whatsnextonline.com/wno/ E-zine for PR practitioners Archive of newsletters on online marketing www.adnews.com.au/ www.thegauge.com/ Ad News - Australia Newsletter on PR measurement www.holmesreport.com/ www.ajr.org/ The Holmes Report American Journalism Review www.tvnewz.com/ www.mediamap.com/expertpr/ Online magazine for TV news reporters/editors Expert PR www.themeasurementstandard.com/issues/303/eng/contents303.asp www.prwatch.org/spin/index.html Newsletter on PR measurement PR Watch www.pr-survey.com/home.asp# www.disinfopedia.org/wiki.phtml Survey Strategies that Make News An effort to track bad PR campaigns www.up2speed.com/lists/ipr/ http://dirckhalstead.org/ Archives of I-PR discussion list. Communications through Digital Journalist Multimedia Magazine the Internet. www.holmesreport.com/ The Holmes Report on PR

Ph lc 5: PR A DOANH NGHIP N VI CNG CHNG

Hc bng n om m, Hc bng Coca-Cola, chng trnh ca nhc thi trang ''Khm ph phong cch Aquafina'', Cp bng Tiger Cup, chng trnh hin mu nhn o ca nhn vin Prudential... Nhng hot ng c gi l PR (Public Relations) ny gp phn khng nh gip cc thng hiu C gi H Lan, Coca-Cola, Pepsi, Tiger, Prudential... tranh th cng chng. Trong khi , i vi cc DN Vit Nam, khi nim PR dng nh vn cn xa l. DN Vit Nam cn th vi PR Xu hng kinh doanh trn th gii hin nay quan nim vn thng hiu bao trm ln tt c. Nhn hiu thm ch c th tn ti lu hn hng ho. N l mt ti sn v hnh c nh m t cc cng ty s hu c th thu v li nhun siu ngch. Thc t l a s cc DN Vit Nam hin nay ch quan tm ti sn xut v tiu th mt cch th ng m cha quan tm n vic tm hiu th hiu, iu tra nghin cu th trng, xy dng mt chin lc PR qung b thng hiu bi bn nhm tm mt ch ng cho thng hiu ca mnh trn th trng.
PR (Public Relations) c hiu l quan h cng chng, quan h cng ng hoc quan h i ngoi. PR bt u c thc hnh M t u th k XX. Cc lnh vc hot ng ca PR:

T vn chin lc vi lnh o cng ty Quan h bo ch: t chc hp bo, son tho thng co bo
ch, thu xp cc bui phng vn...

T chc cc s kin: khai trng, ng th, khnh thnh,

k nim...

i ph vi cc ri ro: khiu ni, tranh chp... hoc nhng

lnh vc kinh doanh nhy cm ca DN.

Theo iu tra mi y ca d n ''H tr DN Vit Cc hot ng ti tr cng ng. Nam xy dng v qung b thng hiu'' do Bo Si Gn Cc hot ng phi thng mi trc tip vi khch hng. tip th v Cu lc b Hng Vit Nam cht lng cao phi Quan h PR i ni. hp t chc, ch c 4,2% DN Vit Nam coi thng hiu l T vn cho cc yu nhn trong giao t, pht ngn... v kh trong cnh tranh, ch 16% DN c b phn tip th chuyn trch. Trong , rt him cc DN c b phn lm PR c lp m thng c ghp cng vi cc phng marketing, hnh chnh, tng hp. i vi cc cng ty qung co - truyn thng lm PR, s khch hng l cc DN Vit Nam vn cn khim tn. Trao i vi VietNamNet, Ch Phan Minh Thu, Trng phng qung co - dch v Cng ty truyn thng Dolphin Media cho bit: ''Lng khch hng nc ngoi ca chng ti thng chim t l ln hn khch hng trong nc. c bit, i vi nhng mt hng kh th hu nh ch c DN nc ngoi t hng. Chng ti tin hnh PR thnh cng cho nhng sn phm www.tinhvi.com - 156

khng th tin hnh qung co c nh dc phm Androgen (thuc tng cng ni tit t nam gii) ca tp on Organon N.V (H Lan) vi 19 bi bo ng ti trn cc bo, tp ch hng u ca Vit Nam''. ng Nguyn B Ngc, Gim c Cng ty truyn thng Ngi sao - Starcom cng nhn nh: ''Chng ti c nhng khch hng ln nh Honda, LG, Mobi Fone...". Cng chng c li, DN c li hn Nm 2002, Pepsi c chin lc tung sn phm mi - nc tinh khit Aquafina. Bn cnh cc phim qung co truyn hnh, cc biu tng (logo) qung co ti cc nh hng, siu th, qun n, Pepsi tung ra mt chin dch PR rm r vi chng trnh ca nhc thi trang ''Khm ph phong cch Aquafina'' vi s tham gia ca cc ngi sao ca nhc, sn khu, thi trang... Bia Foster cng khng ch hi lng vi khu hiu qung co ''kiu c'' m cn t chc chin dch ti tr hng trm triu ng cho bnh vin Nng. Coca-Cola ti tr 130.000 USD cho ''Qu hc bng Coca-Cola'' ca B Gio dc v Trung ng on Thanh nin. Nhng hot ng v cng ng ny em li hiu qu ln trong vic nng cao hnh nh thng hiu trong lng cng chng. Cng chng c hng li mt cch thit thc t nhng chng trnh PR nh vy nn cng tin tng vo nhn hiu hn. iu ny gii thch v sao cng chng Vit Nam quen vi nhng thng hiu ''ngoi'' hn cc thng hiu trong nc. Mt khc, theo b Hong Th Mai Hng, Gim c Cng ty truyn thng Saatchi & Saatchi, ''Cc hot ng PR thng c chi ph thp hn do khng phi chi cc khon tin ln thu mua thi lng trn cc phng tin truyn thng v khng cn chi ph thit k sng to v sn xut cao. Ngn qu chi cho hot ng PR cng thng thp hn chi ph qung co hng chc ln m hiu qu thng tin li khng h thp hn do tnh cht tp trung ca i tng v tc dng rng ri ca truyn ming''. Cng theo b Hng, cc hot ng PR cng thng mang tnh cht nht qun lu di hn qung co. Cc chin dch qung co thng phi thay i kh thng xuyn bt kp th hiu ca th trng song hnh nh v cc gi tr ca thng hiu phi c xy dng v gn gi trong mt thi gian di th mi c th tranh th c cng chng. Trong chin dch tranh c tng thng ln th 2 ca Bill Clinton vi i th Bob Dole nm 1996, ''Mt i qun ng o cc chuyn vin PR lun di bom cc nh bo bng hng ni thng tin v ti liu. C khi no mt nh bo cn thng tin hay nhn nh g t ban vn ng bu c hay thm ch t chnh ng vin, anh ta cng c th ly c thng tin hay li gii thch mt cch nhanh chng, d dng...'' (Ken Auletta - The New Yorker) Phng Thanh/VietNamNet Ngun: http://vietnamnet.vn/kinhte/thitruong/2003/7/18438/

Ph lc 6: NGH LM PR
Cng nh pht ngn vin ca c quan ngoi giao hay i din bo ch cho cc t chc khc, nhng ngi lm cng tc PR (giao t i ngoi) cc doanh nghip l ngi pht i cc tin tc ca doanh nghip n cng chng v bo gii. Nhim v chnh ca h l bin son thng co bo ch (press release), thc hin bn tin phn phi ni b hoc dnh cho nh u t, ri quan h vi bo ch cung cp thng tin... Ngoi hiu bit v sn phm, hot ng ca doanh nghip, h cn l ngi c kh nng vit lch, phi tht s hiu c bo ch ch i nhng thng tin g. Nhu cu tuyn dng nhn vin lm PR cc doanh nghip hin nay l rt ln. Gn y, mt ngn hng thng mi rao tuyn nhn vin bo ch, thc ra y l ngi tr l v bo ch: ra thng co bo ch, son tho cc bi pht biu cho ban gim c, quan h vi bo gii. Cn mt cng ty lin doanh xy dng a c ra thng bo tuyn dng bin tp vin, ngi ny chu trch nhim t chc thng tin cho cc tp gp, brochure, trang web, qung co bo, phim t gii thiu. Cng vic ny bao gm c bin tp thng tin, hnh nh tuyn truyn cho bo in, truyn hnh v trang mng in t. Yu cu tuyn dng l tt nghip i hc, c kh nng vit lch, u tin ngi tt nghip i hc kinh t hoc KHXH nhn vn. C hi m... V ngun cung cp nhn lc, theo ng Nguyn Mnh Tng, Gim c Cng ty Max Communication, PR gm nhiu hot ng nhng trong quan h bo ch theo l thuyt th kh nng lm cng vic ny ca ngi tt nghip t trng khoa hc x hi nhn vn tt hn, tuy nhin trong thc tin nhng ngi tt nghip chuyn ngnh marketing trng kinh t c v nhnh hn, h hiu bit v kinh doanh, tip th, nm chc c ngi i thoi xy dng thng ip trong khi ngi tt nghip ngnh khoa hc x hi c kh nng hn v din t ngn ng. Thc t, chng hn vit mt thng co bo ch, i hi v ngn ng khng nhiu, v khi gi i cc ta son u x l theo yu cu ca t bo, im ni bt ca thng co bo ch l tin tc ca cc s kin. www.tinhvi.com - 157

Hin nay, ti Vit Nam ch c cc lp chuyn v PR do cc trng i hc kinh t t chc, cn ti chnh kho ngay c sinh vin kinh t cng khng c trang b y kin thc v PR. Nhng ngi lm cng vic ny thng phi t trang b kin thc cho mnh, ngi hc kinh t th c bo, theo di tin tc bit cch vit tin, ngi hc khoa hc x hi th trau di thm kin thc v kinh doanh, cng hiu bit nhiu lnh vc cng gip cho h d dng khi tm kim tng, ng Tng ni thm. Ti Tp.HCM, khoa Thng mi du lch trng i hc kinh t l ni t chc nhiu kha o to chuyn nghip v PR. nh gi v xu hng ng dng mn khoa hc giao t trong kinh doanh, TS. Ng Th Ngc Huyn, ph trch lp chuyn PR in business cho bit, nhiu doanh nghip hin nay nhn thc c vai tr ca PR trong kinh doanh nn khng ngn ngi c cc nhn vin ca h n tham d cc lp o to v PR. Tuy nhin, s doanh nghip trong nc cn rt t, ch yu l cc cng ty lin doanh, 100% vn u t nc ngoi. iu c bit l trong cc doanh nghip trong nc phn ln li l cc doanh nghip tr, chim n gn mt na hc vin. Ti y, do yu cu cc c quan thuc chnh ph, mi b, c quan ngang b u phi c ra ngi ph trch v cng tc bo ch. iu ny cho thy khng ch trong cc t chc nh nc m ngay trong cc n v kinh doanh, s cn thit phi c b phn chuyn trch tip xc vi bo ch. y l tin vui cho bo gii v c hi m cho ngh cn mi m ny. Ngh hp dn? Khi ni v nhng p lc ca cng vic, tr l gim c v PR cho mt doanh nghip sn xut hng tiu dng cho hay, khi cng ty u t tin bc v b ra cng sc lm s kin, theo yu cu ca ban lnh o cng ty l phi c tin xut hin trn mt bo hay c truyn hnh, nhng u phi phng vin c tip xc vi doanh nghip l ngi quyt nh c bi ng hay khng. ng nn p buc h bng cch mua chuc hay bng cch no khc m hy nn to cc s kin c o, khi chnh cc tin tc mi d c pht i, anh l gii thm. Tm l chung ca cc nh bo l mun c tin. Nhng ngi lm giao t gii bit r tm l ny s cung cp cho gii truyn thng nhng t liu l th, kp thi v mang nhiu tin tc. H phi bit tm v to ra nhng tin tc c li cho doanh nghip, sn phm ln ngi lm vic trong doanh nghip . Ngi lm PR c c nim vui l tip xc vi nhiu i tng khc nhau, qua gip h hiu bit, lm giu thm vn sng. Vi ngh ny cng vic i hi s sng to, lng bng c tr hu hnh hn cc ngnh khc. Chc v gim c i ngoi cho cng ty a quc gia c lng n 20 triu, cn nhn vin PR thng thng cng phi 5 triu ng. mt s doanh nghip kinh doanh cc sn phm c th nh thuc l, ru nng... khng c php qung co, v th nhng ngi lm PR trong cc cng ty ny phi lun nng ng, n lc tn dng ti a knh truyn thng xy dng tt hnh nh ca doanh nghip, qua lm cho ngi tiu dng bit ti sn phm. Giao t cc n v ny c sc thi ring bit khng ging nh cc cng ty khc, cc thng ip chuyn i khng km theo li mi mua hng. Nhiu doanh nghip tng ct cng sn lng mi cc nh bo chuyn ngnh lm cng tc PR. H cho rng nhng ngi ny c nhiu mi quan h hiu bit, trong k c gii ca s, ngi mu ni ting l nhng ngi c kh nng qung giao tt. Anh H.T. l phng vin ca mt t bo H Ni, nay ngh vic sang lm PR cho mt cng ty chuyn v giao t cho hay, nh mi quan h c lu nay trong khi lm bo cng vi kh nng tho tin, anh xut nhiu gii php x l khng hong hiu qu gip khch hng vt qua cc s c khi gp phi. Thi bo Kinh t Vit Nam

Ph lc 7: VAI TR CA PR TRONG CHIN LC TIP TH

PR L G? Ni n PR (Public Relations), nhiu ngi trong chng ta cn thy y l mt khi nim kh mi m, ngay c i vi mt s ngi hot ng trong lnh vc tip th. Mi n ni hin nay chng ta cng cha thng nht c cch gi chnh xc ca lnh vc hot ng ny. C th gi l hot ng giao t, quan h cng ng... hay n gin l PR. Nhng tht ra th PR tn ti v c p dng hu hiu ti nc ta t lu. Ch c vic l thuyt v h thng ha cc hot ng ny bng thut ng v bin n thnh mt chuyn ngnh mi m m thi. Hi pho ng Ky, hi Lim ca lng quan h l nhng hot ng vn ha truyn thng m cng l thc hin cng tc PR cho ngnh ngh ca a phng. Phong tro Ting ht t ting bom, Thanh nin ba sn sng, Ph n ba m ang... l nhng hot ng PR rt hu hiu tuyn truyn cho tinh thn lc quan, yu nc, cng nh nhng nh hng chnh sch ca nh nc thi chin. Phong tro Tt trng cy do Bc H khi xng cng l mt hot ng cng ng tuyn truyn cho vic bo v mi trng mt cch hp dn, li cun v thnh cng. Vy PR l g? Mt trong nhng khi nim PR ph bin hin nay cho rng PR l mt h thng cc nguyn tc v hot ng c lin h hu c, nht qun nhm xy dng: - Mt hnh nh, c th ly th d nh hnh nh ca hng g rn Kentucky l ng i t Sanders, mt ng gi tc bc, nh knh, hin hu, d gn i vi tt c mi thnh vin trong gia nh t nh ti gi, cng nh sn phm ca Kentucky Fried Chicken vy. www.tinhvi.com - 158

- Mt quan im, th d ma ty l xu. Chin dch PR qung b quan im ny c th dng hnh nh au kh ca ngi nghin, ca cc gia nh c con nghin, cng nh cc nh gi ca gii chuyn mn (bc s, cng an...) nu bt cc ci xu ca vic s dng ma ty. Cng c th s dng mt hay nhiu nhn vt ni ting ang c gii tr hm m nh ca s, nhc s, doanh nhn thnh cng h ln ting phn i ma ty. - Mt n tng, th d bia Heineken l nhn bia ca nhng ngi thnh t. t c n tng ny, bia Heineken lun nht qun trong mi hot ng ca mnh: ti tr cc mn th thao vua nh golf v tennis, nhc c in. - Mt s tin cy, th d Hy bu Hillary Clinton lm ngh s bang New York v b ta quan tm ti quyn li ph n. Tuy nhin, nu mun thnh cng th cc hot ng ni trn phi c hng ti mt nhm i tng c th v phi tp trung vo mt ch th nht nh, c th l mt sn phm (sa), hay mt thng hiu (Vinamilk), mt cng ty (Unilever), mt chnh sch (quy nh i m bo him khi i xe my), mt t nc (Vit Nam im n ca thin nin k mi), thm ch l mt c nhn (ca s Lam Trng). PR chuyn nghip hon ton khng phi l mt hot ng m dn, v mt trong nhng tiu chun u tin ca PR l tiu chun o c. Mt hot ng PR tt l hot ng khin i tng hiu v nh gi ng mt cch tch cc bn cht ca ch th hot ng . Nguyn tc c bn ca PR l thng tin ng i tng, ng ch, ng lc, ng cch bng phng tin ph hp. PR l mt qu trnh thng tin 2 chiu. Cc chuyn vin t vn PR khng th ch a ra thng tin ti i tng ca mnh m cn phi lng nghe v nm bt c tm l, kin v xu hng ca cng ng d on c cc phn ng c th, qua tip tc xy dng chin lc PR ca mnh cho ph hp. VY VAI TR CA PR TRONG TIP TH L G? C th ni PR l ch P th 5 ca Marketing Mix sau Positioning (nh v sn phm), People (ngi tiu dng), Price/ Promotion (gi c/ khuyn mi) v Place (ni tiu th, knh phn phi). PR em thng tin v cng ty v sn phm ti cho ngi tiu dng. Vy PR khc vi qung co th no? Trc ht, PR mang tnh khch quan hn bi cc hot ng ny thng dng cc phng tin trung gian c tnh khch quan em thng ip ti cho ngi tiu dng: - Thng co bo ch v bi vit trn cc bo i. - Cc chng trnh ti tr. - Cc hot ng t thin. Thng ip ca cc hot ng PR thng t mang tnh thng mi r rng, m c tnh thng tin nhiu hn, nn d c i tng chp nhn hn. Sau na, cc hot ng PR mang n nhiu thng tin c th hn cho ngi tiu dng. Th d khi Cng ty Bo him Bo Minh CMG a ra th trng sn phm bo him bnh him ngho, chin dch qung co tp trung quanh ch Phc Ln ph hp di hnh nh chung ca cng ty Ln, cng lc , cc khch hng n d chng trnh khm sc khe min ph ti qung trng Si Gn c th nhn c nhng thng tin c th hn rt nhiu v chnh sch bo him bnh him ngho ny lin quan ti mc ph, quyn li. Cc hot ng PR thng c chi ph thp hn do khng phi chi cc khon tin ln thu mua thi lng trn cc phng tin truyn thng v khng cn chi ph thit k sng to v sn xut cao. Ngn qu cho hot ng PR ca cc cng ty thng t hn chi ph qung co hng chc ln. Tuy nhin, hiu qu thng tin thng li khng thp hn, do tnh cht tp trung ca i tng v nh tc dng rng ri ca truyn ming (word-of-mouth). Cc hot ng PR cng thng mang tnh cht nht qun, lu di hn. Mt khu hiu qung co, mt tnh cht ca sn phm hay thm ch mt chin lc kinh doanh c th thay i kh thng xuyn bt kp th hiu ca th trng, song hnh nh v cc gi tr ca thng hiu thng phi c xy dng v gn gi trong mt qu trnh lu di mi tranh th c lng tin ca cng chng. Mt c im na ca hot ng PR l thng em n li ch c th cho i tng. Mt chng trnh ca nhc do Nokia ti tr khng ch qung b cho sn phm ca Nokia m cn l mt hot ng gii tr c tnh vn ha v cht lng ngh thut cao cho ngi xem. Bia Tiger ti tr cho bng Vit Nam, tt nhin c li cho thng hiu, nhng ngi yu bng cng c thng thc Tiger Cup hp dn. l cha k n nhng hot ng PR mang tnh t thin r rng nh Fosters bia chi hng trm triu ng nng cp bnh vin Nng. Cc hot ng PR ca nhiu cng ty thng xuyn c mc tiu gy cm tnh ca cng chng ni chung m khng gn vi sn phm c th. R rng l hot ng PR t nhiu c tc dng tch cc cho x hi. Tuy nhin, mt s mt hn ch ca PR l: - Khng n c vi mt lng rt ln i tng trong mt thi gian ngn nh qung co. - Thng ip khng n tng v d nh. www.tinhvi.com - 159

- Kh kim sot ni dung thng ip, do thng c chuyn ti qua gc nhn ca bn th ba (nh bo, nhn vt ni ting, chuyn gia, s kin...). Gia PR v qung co c mt mi lin h hu c, khng kht. Cc chin dch qung co thng c h tr bi cc hot ng PR song song. Th d show qung co ca bia Tiger The quest c qung b bng mt chin dch PR kh rm r. Ngc li, nhiu chng trnh PR cng c qung co rng ri nh chng trnh hc bng n om m ca sa C gi H Lan. Ni tm li, nu qung co ng vai tr ht sc quan trng sn phm ca cng ty c bit v nh ti rng ri, th PR gp phn sn phm v cng ty c yu mn v tin cy. CC B PHN CU THNH C BN CA HOT NG PR: 1) T vn xy dng chin lc tng th: thc hin tt vic ny, cn b PR cn nm vng: - Tnh cht ca sn phm. - Mc tiu ca cng ty. - i tng ca sn phm. - Cc c th tm l, vn ha, chnh tr, kinh t, php l ca a phng. - Cc th lc c nh hng ti lnh vc hot ng ca sn phm/cng ty. 2) Quan h bo ch: PR phi thng xuyn tin hnh cc hot ng: - T chc hp bo, son tho thng co bo ch. - T chc cc bui briefing ngn thng tin cp nht cho cc nh bo. - To iu kin thu xp cc bui phng vn, phng s c bit. Nguyn tc c bn ca hot ng ny l s tin cy ln nhau v thng tin 2 chiu gia cn b PR v nh bo. Cn b PR phi lm sao nh bo thy c li v mt thng tin khi lm vic vi cng ty PR. Thng tin khng chnh xc t pha cng ty gy nghi ng v mt lng tin ca nh bo v theo l ca c gi. Ngc li, thng tin khng chnh xc ca nh bo hin nhin s lm thit hi uy tn v thm ch nh hng ti kt qu kinh doanh ca cng ty. R r thng tin cng l mt bin php m nhiu cng ty s dng to s t m hoc gy nh hng nht nh ti hnh x ca mt nhm i tng c th, th d nh ca nh u t, i tc hoc ca chnh nhn vin trong cng ty. Cn lu l quan h bo ch phi c xy dng trong mt thi gian di, khng phi ch trong nhng dp cn a thng tin ca cng ty ln cc phng tin thng tin. 3) T chc cc s kin: Bao gm (nhng khng hn ch l) cc l khai trng, ng th, khnh thnh, k nim... 4) i ph vi cc ri ro: Cc ri ro nh tai nn, khiu ni ca khch hng, tranh chp, hiu lm... Nhiu cng ty, nht l cc cng ty hot ng trong cc lnh vc nhy cm hoc ri ro cao nh thuc l, dc phm, hng khng, y t, du kh... thng rt ch trng n lnh vc ny v c h thng i ph ring c luyn tp thng xuyn, nu ri ro xy ra c th i ph mt cch tnh to v chnh xc. 5) Cc hot ng ti tr cng ng: - Ti tr t thin (ng h chng bo lt, hc bng cho hc sinh ngho...). - Ti tr thng mi (cc chng trnh TV, ca nhc, th thao... gn vi tn sn phm). 6) Cc hot ng phi thng mi trc tip vi khch hng: Hi ngh khch hng, chng trnh hun luyn cch s dng, th vit trc tip ti khch hng, trin lm, roadshow. 7) Quan h PR i ni: Hi ngh nhn vin, ngy truyn thng cng ty, bnh chn nhn vin xut sc ca thng, ca nm. Nhng hot ng ny nhm nng cao s t ho, gn b v lng trung thnh ca nhn vin i vi cng ty. 8) T vn cho cc yu nhn trong cng ty: Trong cc lnh vc: giao t (l tn), pht ngn (vi bo ch, cng chng, khch hng v cc c quan nh nc). Hong Th Mai Hng (Gim c Saatchi & Saatchi) www.tinhvi.com - 160