BI 1: i cng v PR

1. nh ngha v cng chng

2. nh ngha v Quan h cng chng

3. c im ca PR

4. So snh PR, Marketing v Advertising

5. Cc cng c ca PR 6. Vai tr ca PR trong hot ng ca DN

nh ngha v Cng Chng

Gm 10 nhm cng chng c bn
Cng chng ni b: trc tip hoc gin tip

Cng chng bn ngoi: cc thnh phn bn

ngoi doanh nghip

nh ngha v Cng chng

C hn 500 nh ngha v Cng chng
T in Bch Khoa Ton th Th gii

Vin PR ca Anh (IPR)

Quan im ca Frank Jefkins Tuyn b Mexico, 1978

nh ngha v PR
T in: hng tng cng giao tip v hiu bit

Frank: tt c cc hnh thc giao tip, ln k hoch

Vin PR: nhng n lc c hoch nh v thc

hin bn b nhm hnh thnh v duy tr

Tuyn b Mexico: 1 ngh thut v KHXH ca s

phn tch.thc hin k hoch hnh ng..nhm phc v li ch..

Nhng nhn nh rt ra t N
Chng trnh hnh ng?
Hoch nh? Da trn h thng truyn thng? Nhm thit lp v duy tr? Mang li li ch?

c im ca PR
C i tng c th
Chi ph thp tin cy cao

Kh kim sot

Qung co l g?
1. Qung co l mt hot ng tn tin

(paid form) 2. Da vo phng tin trung gian, khng da vo con ngi (non personal) 3. loan bo, cho mi v mt kin, sn phm hay dch v (goods / servives). 4. Do mt ngi thu qung co c danh tnh r rng (identified sponsor).

So snh PR v Qung co
Khng phi tr tin Khng kim sot c Thi hn ngn Ting ni gin tip Ngn ng tin tc Khch hng, nh u t Chnh ph, noi b, cng chng i trc qung co Cung cp thng tin Tr tin Kim sot c Thi hn linh hot Ting ni trc tip Ngn ng ngn gn Khch hng i sau PR Kch thch ti nhu cu

Marketing l g?
Theo Hip hi marketing M,:

Marketing

l qu trnh k hoch ha v thc

hin cc quyt nh v sn phm, nh gi, xc tin v phn phi cho hng ha, dch v v t tng hnh ng to ra s trao i

nhm tha mn cc mc tiu ca cc nhn

v t chc

So snh PR v Marketing
Marketing Tip th ch trng n s nhn thc v cng ty v nh hng ca nhn thc n vic bn hng Xc nh th trng Pht trin sn phm Phn tch ti chnh Gi c v bn l Phn phi Dch v khch hng

Marketing mix

PR - Public Relations

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PR - Public Relations

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PR - Public Relations

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PR - Public Relations

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PR - Public Relations

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Lch s PR M
Th k 19: t u th k 19, c propaganda v trong th

gii thng mi, nh bng sd PR.

Cui TK 19: cc tp on ln nh in lc Westing House thnh

lp cc phng ban PR ca chnh h.

1807: Thomas Jefferson - Tng thng th ba ca Hoa K, tc gi

ca bn Tuyn ngn c lp M, l ngi u tin kt hp ch hai ch Public v Relations thnh cm t Public Relations
Nm 1897, khi nim PR ln u tin c s dng bi Hip hi

Ho xa Hoa K.

Lch s PR M (Mark Hasky)

Cui tk 19, hot ng PR xut hin M khi rt nhiu ngnh CN ln

ca nc ny b ty chay
Biu tnh cc ngnh cng nghip khc nh than v luyn thp Ivy Lee, nh PR t do NY t chc cc cuc hp bo

Chng ti khng phi l mt vphng bo ch b mt. Ton b cng

vic ca chng ti c gquyt cng khai. Mc ch:cung cp tin tck hoch l thng thn, ci m, i din cho cc cty kinh doanh v cc th ch XH, cung cp cho bo ch v nhn dn M tin tc chnh xc, kp thi v nhng vn c gi tr v c li cho cng

chng Knim v thng co bo ch u tin

Nhng ngi tin phong v PR

Henry Ford (1903): Thu Oldfield, nh v ch xe p

& l ngi ni ting li chic Ford model T vi tc 60 dm/h (Chin dch gim gi xe hi).
Teddy Roosevelt (1901-1909): Ngi u tin s dng

hi ngh & phng vn h tr cc d n.

Edward B. Bernays (1923): Cha ca PR hin i,

xut bn sch Crystallizing Public Opinion.

Ivy Lee, Barnum, Bernays u tin a khi nim

hot ng v k nng ca ngnh PR

Nhng bi hc PR lch s
Ci m cung cp thng tin cho bo ch: v d ngnh

ng st
Khi c s c, lnh o phi l ngi c trch nhim

(CSR): 1914, cuc nh cng ca cng nhn hm

m, John D. Rockefeller, gim c ca cty
Trnh mi khuych trng, so rng: qung co so

rng, nn ni s tht v cung cp bt k minh

chng no khi cn

PR Vit Nam
PR c lch s 100 nm

VN: mi m
Tp trung ch yu vo 2 lnh vc: t chc s kin v

quan h vi bo ch
Rt t s dng PR trong branding Ngn sch dnh cho PR rt t PR campaign qung b phim Nhng c gi chn di

ca Thin Ngn, n om m ca C Gi H Lan

V tr, Vai tr v Nhim v

Mc tiu: to ra s hiu bit v danh ting gia t

chc v cng chng

Th trng PR ca Anh ln th hai th gii sau M,

2800 cty PR, s la chn th 3 v ngnh

Vai tr: rt quan trng trong 1 t chc. Pr qung b s

hiu bit v t chc v cc hot ng ca t chc ,

k c sn phm, dch v cho ni b c quan ln cng

chng. Khc phc hiu nhm nh kin. Thu ht gi chn ngi ti. CSR. Branding

Ngi lm PR
Technician (k thut vin): ngi lm cng tc xut

bn nh vit thng co bo ch v cc n phm Problem- solver Manager: gim c truyn thng a ra cc quyt nh v lp chnh sch Vai tr ca ngi lm PR: 4 phng din chnh 1. Qun l 2. Tin hnh hot ng 3. T duy: phn tch gi tr, CSR 4. Gio dc: truyn thng ni b

Cc nhim v ca hot ng PR
Truyn thng: xut hoc trao i tng, kin

hoc thng ip thng qua cc phng tin khc

nhau nh hnh nh, vn bn,li ni

Cng b trn bo ch: phn pht, truyn ti thng

ip c lp k hoch vi mc ch r rng qua

mass media c la chn (khng tr tin) nhm nng

cao li ch cho t chc

Cc nhim v ca hot ng PR
Qung b: hoat ng c thit k nhm to ra

v kch thch s quan tm vo 1 c nhn, 1 sn phm, 1 t chc hoc 1vn g To thng tin trn bo ch: to ra cc cu chuyn tin phn nh v phong cch sng, thng tin mm, gii tr Tham gia cng Marketing: PR cng chung mc ch vi cc hot ng tip th hoc qung cco phc v li ch ca t chc Qun l cc vn : nhn dng, theo di, tin hnh cc chnh sch lin quan n cng chng v li ch ca t chc.

Homework
Da trn nh ngha v nhim v hot ng ca 1 nhn vin PR, em hay th tng tng 1 ngy hot ng ca nhn vin PR

Unit 3: PR planning
Good Reputation:
1. Try its new products 2. Buy its shares 3. Believe its advertising 4. Want to work for it 5. Do business with it 6. Support it in difficult times 7. Give it a higher financial values

Publics Relations
Publics:

Internal: shareholders, board, employeeemployers, internship, pensioners External: customers, activist groups, suppliers, retailers, community, Govern, Investors, Entrepreneurs, banks
Multi-stake holders: issues

The levels at which PR can make a contribution

1. Individual: personal success to the orgs

success
2. Program: planning, designing, implementing
3. Management: understanding what

stakeholder opinions are on issues

4. Society: CSR commitments

Director of PR
TASKS 1. Publications 2. Exhibitions and events 3. Press office 4. Sponsorship 5. Design 6. Online communication

Director of PR
FUNCTION STRUCTURE:
1. Corporate affairs 2. Financial 3. Community Relations 4. Business to Business 5. Marketing Communications

WHO DOES WHAT IN PR?

1. Communication technician
2. Communication manager 3. Expert prescriber 4. Communication facilitator 5. Problem-solving process facilitator

PR in context
Factors: 1. Stakeholders & publics

2. Sector considerations
3. Stage of organization development 4. Org characteristics 5. Issues 6. Public opinion

7. Timescales
8. Resources

1. Publics & stakeholders

Range: narrow or large
Numbers & location Influence & power Connection with org

2. Sector consideration
Education Government departments

National Health Service, health & medical care

Voluntary org Charities Emergency services The armed services NGOs Local area

OR commerce, finance, manufacturing, services, retail

Org development business stage

Factors affecting org development: 1. The nature of the industry 2. Competitor activity 3. Technological impacts 4. The power of suppliers 5. The power of consumers 6. Management decision on direction 7. Resources, both financial & human

Org development stages

1. Start-up
2. Growth

3. Maturity
4. Decline

PR in which stage?

Org Characteristics
1. Nature of sector

2. Competitor activity
3. Mission 4. Size and structure 5. Nature of the organization 6. Tradition & history 7. Image history 8. Type of employees

Issues
Structural: major long- term trends in society
External: contextual issues Crises Internal Current affairs potential

Public opinion
Media? Media effects on organizations

reputation

Timescales
Critical
1. Externally driven timescale 2. Internally driven timescale

resources
Human?
Financial?

WHICH FACTORS WILL BE CONTROLLING FACTORS ON PR ACTIVITY?