Professional Documents
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Communication Plan
Communication Plan
Xy dng K hoch
Truyn thng
Ti liu tham kho cho nhng ngi hot
ng trong lnh vc truyn thng
[Vit "K hoch truyn thng" ("Communication Strategy" hay
"Communication Plan") khng phi l mt khoa hc, m l mt ngh
thut. Bi vy m n rt a dng, bin ha v rt kh tm ra mt mu s
chung, mt mu "chun", "hon ho" no.]
Hoa
Time Universal Communications
11/6/2008
CHUN B K NNG
Hu ht cc nhn vin PR m ti tng tuyn dng u, hoc l rt r hoc l thng thn, hi xin
mt "mu k hoch truyn thng", k c nhng ngi tng c kinh nghim lm vic mt vi
cng ty PR trc hay nhng em sinh vin ch mi bc chn ra khi trng i hc.
Thc ra ngay c khi nim PR l g, c kh nhiu ngi cha tng c, cha tng hc, thm ch cha
tng tm hiu, ch cha ni n khi nim hay cch thc vit, thc hin mt chin dch/ k hoch
truyn thng nh th no.
Tuy nhin, cng vic trong mt cng ty PR li lun yu cu nhn vin PR phi vit cc bn k hoch
ny, gi cho nhng ngi (l khch hng ca h, nhng li) tng tip xc vi rt nhiu bn t
vn k hoch truyn thng t cc cng ty PR chuyn nghip, t nhng ngi lm PR chuyn nghip
lin tc gi ti. y l mt th thch ht sc ln, nht l cho nhng ngi mi bc chn vo ngh,
cha c kin thc v lnh vc, cha chun b c t duy h thng, t duy phn tch, t duy chin
lc v t duy sng to.
Trc khi i vo gii thiu vi cc bn u l mt "mu" k hoch truyn thng (m ti ch dm gi
l "tm n", v s khng c mt mu hon ho no, v thc t th mi mt k hoch truyn thng
c vit ra li c hnh thc, ni dung... v cng khc nhau, chng khc nhau gia k hoch ny
sang k hoch khc, gia khch hng ny sang khch hng khc, thm ch l khc nhau bi chnh c
tnh ca ngi vit), ti mun cp ti nhng "hnh trang" m bn cn chun b trc khi bt tay
vo vit mt k hoch truyn thng.
Nhng hnh trang l g?
chng gai. L do l ch, mt khi bn tng tri qua nhng cng vic ny, t nht bn cng
tng tri nghim vic tng hp, phn tch v nh gi thng tin. Nu nh lun vn tt nghip
trng ca bn t im 9 hoc 10 cho khi ngnh khoa hc x hi, ti c l bn c t duy tng hp
v phn tch thng tin kh tt, iu ny cng th hin bn tng i c t duy h thng. T duy h
thng ng mt vai tr v cng quan trng, n cho bn kh nng xu chui cc thng tin, s kin li
vi nhau, suy xt n di mi gc cng nh gc no nn s dng l ct li cho vn bn
ang cp n. Ni su xa hn na, nu bn tng l mt sinh vin gii Trit hc, hay bn yu thch
b mn ny, bn l ngi c t duy h thng, bn c kh nng chim lnh l thuyt v nhanh chng
nm bt mt lnh vc, tng kt thnh cc quy lut, xu hng. Nu bn thc s c nng lc ny, n l
mt cha kha s gip bn thnh cng.
Mt trong nhng phn u tin v v cng quan trng ca mt bn k hoch truyn thng s cn
bn phi s dng cc nng lc t duy m ti nu trn. l bn phi xc nh bi cnh ca khch
hng, bn phi tng quan th trng, a ra cc nhn nh, t phn tch nh ra cc mc tiu,
cc chin lc (tng phn c th ti s ch ra trong cc bi vit tip theo).
Mc tiu ca chin lc truyn thng ca bn c ng v ph hp hay khng ph thuc hon ton
vo kt qu phn tch ca bn trc . V cc chin lc c th, hot ng c th bn p dng
t c cc mc tiu ra cng hon ton l kt qu ca cc phn tch ny. Do , nng lc phn
tch ca bn chnh l b lc gip bn chuyn ha nhng thng tin bn c v th trng thnh cc
hot ng c kh nng thay i thi v nhn thc ca cng chng mc tiu, t thay i hnh
vi ca h nh bn mong mun (ty thuc vo mc tiu ca tng chin dch).
tr...) din t t duy chin lc ca bn bng hnh ng. V tt nhin, cc hnh ng ny phi
n khp v thc t vi ton b mc tiu v chin lc. T duy sng to s t ra hu dng ti thi
im ny khi cc hot ng bn xut va phi ph hp vi chin lc chung va phi m bo
tnh "mi", tnh khng lp li, trong khi phi m ng c trch nhim th hin c c th v
lnh vc, cng vic ca khch hng.
T duy thc t
Mt phn quan trng ca bn k hoch truyn thng l xut cc hng mc thc hin v chi ph.
Phn ny i khi c chuyn cho mt b phn khc, mt ngi khc, mt cng ty th ba (nh cung
cp) thc hin nu nh bn thn ngi vit khng c kinh nghim thc t. Trong mt cng ty PR,
c th s tn ti quy trnh: ngi vit n (proposal) s ch vit nhng phn u (tng quan, mc
tiu, chin lc, thng ip, chin thut...) v ngi ln chi ph - PE (Production Estimation hoc
Project Estimation) (gm hng mc v gi) thc hin phn cn li. Tuy nhin, l tng l ngi vit
Proposal c kh nng thc hin ton b cc phn ny. Nhng thc hin c, bn cn phi c
kinh nghim thc tin, c t duy thc t trong vic xut cc hng mc tng ng v chi ph ph
hp cho tng hng mc v ph hp cho tng khch hng. Bi i khi, tng cho mt hot ng
no c th ht sc bay bng, v cng sng to, rt thng minh, t ph, nhng so vi "th trng"
ca khch hng li l mt iu vin vng, mt s lng ph hay l mt cch "dng dao m tru git
g". Do , hy thc t, khi hon thin mt trong nhng phn quan trng cui cng ny ca bn k
hoch.
Ngoi ra, t duy thc t hay nng lc thc tin cn rt cn cho vic d on cc ri ro tim n ca
k hoch truyn thng v vic a ra cc ch s o lng nh gi mc thnh cng ca
chng trnh -- mt phn m rt nhiu ngi b qun hoc c tnh b qua khi thc hin cc k hoch
truyn thng.
C th l qu nhiu! C th l i hi qu ng, khi bn ch mi bc chn vo lnh vc ny, cng
vic ny. Nhng tr thnh cc chuyn gia PR (PR experts, thut ng cng sp tr thnh lc hu)
hay cao hn l cc chuyn gia truyn thng (communications experts, thut ng thay th), khng c
cch no khc l bn phi trang b cho mnh nhng nng lc t duy ny, bng khng, bn ch c th
vui v lm mt phn vic c th no trong ton b quy trnh thc hin cc chin dch truyn
thng, bn ch nm c mt phn trong cng vic PR, ging nh mt ngi th vy.
Nhng t duy ny c th hc c t u? C th bn c sn n nh l mt nng lc bm sinh.
Nhng nu bn cha c, bn phi hc, t rt nhiu pha. C th t trit hc, nh ti ni trn, c
th t vic to thi quen c, tng hp thng tin, t lm cc nghin cu v mt ti kinh t, x
hi, vn ha no , t trang b cc kin thc v marketing, v PR, nu c th th tham gia vo mt
kha o to chuyn nghip. Bi v, PR hi kin thc ca cc ngnh khoa hc nh truyn thng
i chng, ngn ng hc, tm l hc, x hi hc, marketing, khoa hc v qun l, vn ha v rt
nhiu kinh nghim.
NI DUNG CHNH CA MT K
HOCH TRUYN THNG
Vit "K hoch truyn thng" ("Communication Strategy" hay "Communication Plan") khng phi l
mt khoa hc, m l mt ngh thut. Bi vy m n rt a dng, bin ha v rt kh tm ra mt mu
s chung, mt mu "chun", "hon ho" cho mt k hoch truyn thng.
Nh ni bi trc, K hoch truyn thng rt khc nhau, gia doanh nghip ny sang doanh
nghip khc, khch hng ny sang khch hng khc, nh t vn ny sang nh t vn khc. Rt nhiu
chuyn gia truyn thng trn th gii a ra mt s "mu" k hoch truyn thng c bn, vi
nhng phn "cng" kh gn nhau. C nhng k hoch rt n gin nhng cng c nhng k hoch
rt phc tp.
V d, ngi th a ra cu trc:
* Objectives (Xc nh mc tiu)
* Audiences (Xc nh cng chng mc tiu)
* Messages (Xy dng thng ip chnh)
* Tools and activities (Xc nh knh truyn thng v hot ng truyn thng)
* Resources (Ngun)
* Timescales (K hoch thc hin)
* Evaluation and amendment (nh gi hiu qu v iu chnh)
Mt phng n khc li xut:
* where you are now: a summary of the audit findings (xc nh "bn ang u" - tng kt nhng
thng tin thu thp c)
* who your key stakeholders are (xc nh cc i tng lin quan)
* key priorities (xc nh th t u tin ca cc i tng lin quan)
* clear aims and objectives, including targets (Xc nh mc ch, mc tiu, bao gm cc kt qu
nhm ti)
* key messages (xc nh cc thng ip chnh)
* milestones (l trnh thc hin)
* quick wins (nhng im cn nhanh chng t c)
* resources available budgets and staff (ngun lc sn c - ngn sch, nhn s)
* communications tools, for example, poster campaigns, roadshows, events, residents magazine
evaluation (xc nh cng c truyn thng, v d, chin dch poster, roadshows, events, nh gi tp
ch tiu dng)
* how you will measure success (bn s o lng thnh cng ca chin dch nh th no)
C rt nhiu phng n son tho mt k hoch hay chin dch truyn thng, tuy nhin cho d
bn s nh trnh by nh th no, th mt s thnh phn (khi nim) di y chc chn s khng
th b qua, n xut pht t chnh m hnh truyn thng kinh in:
Ngun --> Thng ip --> M ha --> Knh --> Ngi nhn --> Nhiu --> Phn hi --> Ngun
Cc thnh phn gm:
Mc tiu
Chin lc
Thng ip chnh
Knh/ hot ng
nh gi
iu chnh
9. Chin thut (phng thc thc hin): Bn s tin hnh chin lc ca bn nh th no, c
trc, trong v sau tuyn b chnh?
10. Ri ro tim n: Nhng vn g bn c th s phi vt qua?
11. Ngn sch: bn s mt bao nhiu tin cho chin dch ny?
12. nh gi: Lm sao bit l bn thnh cng?
Cch thc thc hin tng phn s c ch r trong cc bi vit tip theo.
PHN TCH
BI CNH
Phn u tin ca mt k hoch truyn thng chnh l phn tch bi cnh.
Ti sao li phi lm vic ny?
Bi v n s buc bn phi lm hai vic sau:
- Tm tt li nhng g ang din ra bng mt tng kt ngn gn.
- Tp trung vo vn bn chun b vit trong k hoch truyn thng.
Xc nh bi cnh
Phn "bi cnh" trong k hoch ca bn tp trung vo vic "xc nh" bi cnh. y khng phi l
phn vit chi tit v chng trnh bn s thc hin, vn cha ti phn quyt nh xem mc tiu v
chin lc ca k hoch truyn thng ca bn l g. Phn ny hon ton l phn "phng" cho k
hoch ca bn.
y l phn kh d lm trong ton b k hoch truyn thng. Nu bn c sn phng kin thc v
vn bn ang thc hin th gn nh bn lm xong phn ny. Nu bn cha c, bn phi trang
b gp cho mnh kin thc v lnh vc thc hin phn ny. vit tt phn "bi cnh", bn cn
phi bit chnh xc nhng g ang din ra trong lnh vc m bn cp n.
K hoch ny lin quan n nhng chng trnh no bn tng thc hin trc ?
Ai l nhng ngi trong cng ty/t chc ca bn s tham gia vo chng trnh ny?
Chun b
Bn c ci nhn tng quan v bi cnh, bn ang lm g v mi trng xung quanh bn nh th
no, bn cn lm g thch ng vi n. Gi l lc bn phi suy ngh xem nhng ai, t chc no l
nhng i tng lin quan ti chng trnh ca bn.
Lu : t c s n gin m hiu qu, trt t ca ba phn u tin ny (bi cnh, tng quan
mi trng v xc nh i tng lin quan) c sp xp mt cch c ch . Bi v khi bt tay vo
thc t, bn rt d chng cho, ln ln cc phn ny vi nhau.
V d, i tng lin quan c th xut hin trong phn tng quan v mi trng. Khng sao c. Vn
l bn phi ngh k v thng sut v tt c cc vn ny sao cho bn khng b qua mt vn
no khin bn gp phi rc ri sau ny.
Tng phn ca bn k hoch truyn thng phi c trnh by mt cch logic v phn ny phi c
lin quan cht ch n phn kia, c bit phn phn tch cc i tng lin quan ny tng lai s
phi lin quan ti rt nhiu phn khc pha sau trong bn k hoch. Phi lun suy ngh v cc i
tng ny v lin tc quay tr li phn ny trong khi bn lm cc phn cn li ca k hoch.
Phn tch cc i tng lin quan nn tp trung vo nhng ngi thc s b tc ng bi chng
trnh ca bn.
Nhng cu hi cn t ra
Bn phi t ra nhng cu hi sau y cho mnh:
- Tng i tng ng vai tr nh th no trong chng trnh ca bn?
- Bn d kin tng i tng s phn ng nh th no i vi nhng g bn ang lm?
a ra ci nhn mang tnh a phng v pht ngn ca bn trong chng trnh ny?
Bn s lm g nu nh bn khng th hn ch c h?
Ti s tr li trong mt bi vit khc dnh ring cho k thut phn tch v xc nh i tng lin
quan (stakeholder) sau khi kt thc series bi v lp k hoch truyn thng.
LP K HOCH
XC NH MC TIU
Ngi xa c cu: phi bit mnh s i u trc khi tnh xem mnh i ti bng cch no.
Cng nh vy, trc khi lp k hoch chin lc, thm ch trc khi
bn ngh ti chuyn s s dng sn phm truyn thng no, s kin
g... bn cn phi xc nh c mc tiu ca mnh.
Bn ang c gng lm g?
Phn ny l phn bn xc nh bn ang c gng t c
iu g trong k hoch truyn thng ca mnh. V d:
- Bn c mun gio dc khch hng ca mnh khng?
- Bn c mun tm kim, xy dng s ng h hay bn mun to ra nhu cu?
- Bn c mun khin mi ngi lm mt vic g khc i khng?
- Bn c mun xoa du mt vn no khng?
- Bn c mun ci thin kt qu tm kim v cng ty/sn phm/nhn s cao cp ca bn khng?
- Bn c mun nng cao danh ting ca cng ty bn khng?
- Bn c mun xut hin trn bo ch c online v offline nhiu hn khng?
Cho d bn mun lm bt c vic g i na, th y cng l ch bn xc nh ra n.
Xc nh mc tiu
C l bn s cn phi s dng n "thn ch" ca cc trng kinh t vy - m hnh SMART. Mc tiu
ca bn cn phi:
Specific - c th
Measurable - c th o lng c
Achievable - c th t c
Realistic - thc t
Time-focused - tp trung vo yu t thi gian
Nu bn nghin cu k m hnh ny ti Manager Tools, bn s nhn thy mt khi bn m bo c
hai yu t l "M" v "T", bn gn nh c th m bo tip c cc yu t cn li. Hy chc chn l
mc tiu ca bn c th o lng c v quan tm ti yu t thi gian. Tnh C th, C-th-tc v Thc t cng s lin quan mt thit ti hai yu t ny.
Cc mc tiu m h s tr thnh "cm by" sau ny. Hy m bo l bn c th o lng c
chng v bn s buc phi "c th" chng. i vi "Achievable" v "Realistic", nu mc tiu ca bn
khng p ng c hai tiu ch ny, bn s khng "c php" cng nh khng c kh nng, vit
bt k mt bn k hoch no, ch cha th ni n mt k hoch truyn thng.
n tng no s lu li?
Nu c mt iu g bn mun mi ngi nh v chng trnh ca bn, th l g?
iu ny khng cn bn phi vit ra nh l mt "thng ip chnh", nhng n nn c ng c
nhng thng tin cn thit nht v nhng g bn ang lm.
Theo Dave Fleet, ng ln u tin pht hin ra ci gi l "n tng cn mi" trong mt k hoch
truyn thng mi ch vi nm trc y, v ng rt thch n. N khin bn phi c kt nhng g bn
ang lm trong mt hoc hai cu m mt ngi "trung bnh" c th hiu c. y l mt cch tuyt
vi gip cho ngi c k hoch ca bn, kha cnh n gin nht, c th bit c "chuyn g
ang din ra".
y l mt im quan trng m bn phi ghi nh trong sut qu trnh lp k hoch ca mnh. Bn
vit n ra gip bn c mt cch tip cn ph hp vi cc hot ng truyn thng cng nh gip
ngi khc hiu (v ng h, thng qua) k hoch ca bn. Hy gi n thng trc trong u trong
sut qu trnh lp k hoch.
Mt li ch na ca vic xc nh c "n tng cn mi" ny l gip bn hc c cch din t
tng chnh ca ton b chng trnh ca bn mt cch n gin. y l mt k nng cn thit cho
mt ngi lm truyn thng.
CHIN LC
Gi th bn xc nh c mc tiu cho k hoch truyn thng ca
mnh, bn bit bn s i ti u. n lc tm xem lm th no
n c ni bn mun n.
Chin lc chnh l ni bn xc nh bn s t c mc tiu ca
mnh bng cch no.
Nu bn lm tt phn phn tch v ngh ht sc k lng v cc
mc tiu ca mnh, chin lc cng s xut hin trc mt bn mt
cch sun s. Cn nu cc bc trc bn thc hin cha "chun",
cha ng, bn c th cn phi quay li t u v ngh k hn, xem
xt k hn li tng phn.
Lun nh...
Lin h ti mc tiu
Bn dnh thi gian xc nh mc tiu cho k hoch ca mnh, ng b ph cng sc ny. Hy
m bo l chin lc ca bn ph hp vi ci ch m bn mun ti.
Ngh li
Bn phi quyt nh xem ai l ngi bn mun tip cn trong
chng trnh truyn thng ca mnh.
Phn tch cc nhm cng chng hoc c nhn bn mun tip cn v u l nhu cu ca h. Nhng
i tng lin quan no bn phn tch bn trn tr thnh nhm cng chng mc tiu? Bn cn phi
quan tm ti nhng nhm cng chng no na? thnh cng bn phi lin h ti nhng ai?
Hy nh lin h li vi mc tiu v chin lc bn trn ca bn. Bn ang c gng tip cn mt
nhm cng chng nh hay l cng chng trn din rng?
K lng
Hy m bo l bn khng b qua bt k mt nhm cng chng no. Bn suy ngh t nhng gc
no?
Hy ngh k xem ti sao bn li cn nhc i tng ny hay i tng khc a vo nhm cng
chng tim nng. H ng vai tr nh th no trong ton b vn ? H c phi nhng ngi khng
bao gi hi lng vi nhng g bn lm (nu vy, bn c th nn xc nh li, tp trung vo nhng
ngi c kh nng "hp th" nhng g bn a ra nhiu hn)? H bit n u v vn ca bn
(iu ny c th nh hng ti vic la chn chin thut sau ny)?
Bn c th lp ra danh sch di cc nhm cng chng mc tiu. Cc i tng lin quan m bn
phn tch phn trn l im d nht bt u. Xem xt k cc i tng lin quan v xc nh
xem cng chng mc tiu ca bn gm nhng ai trong danh sch .
Mt s nhm tim nng c th tr thnh cng chng ca bn nh:
Nhn vin ca bn
Cng chng trn mng (v d: cc nhm trn mng x hi, cc cng ng c bit lin quan
n bn, cc blogger)
Nhm quan tm / ng h
Bo ch
Chnh xc
Nu bn ang mun "ni chuyn" vi khch hng (hay bn ang mun ni chuyn vi cng chng
ni chung nu nh bn lm trong khu vc nh nc), hy c gng ht sc chia nh v pht hin
ta tng i tng ring bit mt.
C th bn chia theo nhn khu hc, c th theo mc quan tm hoc theo thi quen mua sm
trc , bn c th chia theo bt k cch no m bn cm thy ph hp, nhng ng bao gi a
ra nhng cm t chung chung nh "cng chng", "khch hng" nh l mt nhm cng chng mc
tiu.
Thu hp mt cch cn thn phn khc khch hng mc tiu s gip bn tm c cc chin thut d
dng hn trong phn tip theo. V d, nu bn mong mun tip cn nhm cng chng l nhng cp
v chng trung nin c con, chc chn bn s phi s dng cc chin thut khc so vi vic bn
mun tip cn vi i tng nam gii tr trung hoc hc sinh trung hc.
Cng nh vi hai cm t "khch hng" v "cng chng" chung chung nh ni trn, ng bao
gi gi chung l "bo ch" m phi chia nh ra thnh tng nhm bo ch trng tm. Hy xem li phn
tng quan v mi trng (bn thy l tng phn ca k hoch truyn thng c mi quan h cht
ch vi nhau nh th no cha?) v xem xem nhng ai / t bo no vit v vn ca bn.
Ai l ngi quan tm ti lnh vc ny? Khng ch cc t bo, m cn l c nhn cc nh bo nu c
th (tuy nhin c mt vi t bo chuyn mn c bit khng tn tc gi nn bn kh c th lin
h trc tip vi tc gi nu mun.)
Tip theo, vic phn chia cc nhm khch hng mc tiu mt cch cn thn cng s gip bn xc
nh ng nhm bo ch trng tm. Bn phi chc chn l khch hng mc tiu v bo ch mc tiu
phi n khp vi nhau.
Nu bn nhm ti nhm i tng l blogger hoc cc cng ng online, hy ngh tht cn thn. Bn
xc nh c v tm c mi lin h vi cc blogger quan trng v cng ng quan trng lin
quan ti lnh vc ca mnh ri ng khng? iu c ngha l bn cng bit ai quan tm ti
chng trnh ca bn v ai s l ngi hp th c cch tip cn ca bn.
ng ch gi thng co bo ch ca bn ti tt c cc blogger hay din n m bn bit, m ch lm
nh bn lm vi bo ch, hy ngh k xem h cn g, quan im ca h l g v liu bn c nn tip
cn tng i tng mt hay khng.
D on
Bn phi cn nhc xem bn c th d on trc c s ng h ca cc nhm cng chng mc
tiu i vi tuyn b bn sp a ra hay khng, chun b cho vic a ra cc chin thut sp ti.
Xc nh nhm cng chng mc tiu c bit quan trng i vi thnh cng ca chin lc truyn
thng ca bn. Nhm cng chng ch lp ch trng hoc khng chnh xc s dn ti vic khng
tp trung, truyn thng khng hiu qu. Ngc li, xc nh tt cc nhm cng chng mc tiu s
gip bn xy dng c cc thng ip v chin thut ph hp gip bn t c mc tiu ca
mnh.
TUYN B
Gi th bn xc nh c ton th ri, xy dng c mc tiu v chn c cng chng, cui
cng th bn cng c th ngh ti tuyn b chnh thc ca mnh trong chng trnh ny l g.
Trong k hoch m bn vit, phn tuyn b l phn kh ngn gn. Hiu qu nht th y chnh l
phn tng kt ngn gn v y nht ca ton b k hoch v nhng g bn ang lm v v sao
bn li lm nhng vic .
Tuyn b ca bn s d b "lc li" nu "mc tiu" v "chin lc" ca bn khng ch ra yu cu v
mt tuyn b mang tnh ch ng (proactive). Nu bn chn mt chin dch th ng vi low-profile,
bn s phi tp trung nhiu hn vo phn qun l ri ro tim n sau ny.
Bn nn vit phn ny thnh mt trang ring, bn c th dn ln c, bn c th xem li bt k
lc no bn mun trong sut qu trnh bn xy dng thng ip v chin lc sau ny. Tuy nhin,
y thc s l mt phn d trong bn k hoch ca bn.
Tng kt
Phc tho (cc) tuyn b ca bn mt cch t nhin. ng quan tm ti "thng ip: hay l "chin
thut" vo lc ny, vic sau.
Bn hon thin phn ln cng vic trong phn ny, ng "sng to li bnh xe", mt cng thit k
ra nhng g c sn ri, ch cn rt ra cc ni dung t nhng phn tch trc y ca bn. Vit
phn ny nh l mt tng kt ngn gn, sc tch v nhng g bn vit cho n thi im ny.
n gin
Mc d y khng phi l phn u tin trong k hoch ca bn nhng li l phn u tin m
nhng ngi c hoc duyt k hoch ca bn s c. Do , bn phi tng kt c chnh xc
nhng g bn ang ni n mt cch c ng nht.
C gng xc nh c tuyn b ca bn v ti sao bn li tuyn b n trong mt hoc hai cu ngn
gn bng ngn ng d hiu.
Nh rng: cc nh qun l, sp ca bn hay nhng ngi duyt k hoch ca bn khng h c li
g t cc phn tch nn tng bn thc hin pha trn, n thc s ch gip ch cho bn thi.
Lin h
Bn xc nh c "bi cnh" t u, s dng n tng kt ngn gn y, ch ra n ph hp
nh th no i vi cc hot ng trong phm vi ln hn i vi t chc ca bn.
Trung thc
ng nh la chnh mnh. Bn rt d t hng mi chuyn trong k hoch ca mnh, c gng a ra
cc "tin tt", nhng lm th s chng gip g c cho bn. Hy t ra trung thc trong qu trnh lp
k hoch v n s gip bn lm mi vic tt hn trong ton b qu trnh.
THNG IP CHNH
Bn lm xong phn phn tch cng nh phn chin lc, bn cng
bit i tng cng chng mc tiu ca bn l ai, n lc bn phi
thit k ra cc thng ip. Nhng bn s bt u t u?
Cc thng ip chnh gip bn phc tho ln ton b cc "sn phm"
(truyn thng) bn s dng sau ny khi bn trin khai thc hin k
hoch truyn thng ca mnh. Chng s gip bn i ng hng v
m bo bn s truyn thng ti / giao tip vi, ng ngi v ni
ng vn .
Cc thng ip chnh s ngm vo ton b qu trnh truyn thng ca
bn, do , n cng s chim kh nhiu s quan tm ca nhng
ngi c ting ni quyt nh. Phn ny s i vo phm vi hp hn so
vi cc phn trn. iu quan trng lc ny l bn phi dnh thi gian cho n.
Thng ip chnh chnh l nhng g bn mun ni vi mi ngi. Nu mi ngi ly i mt ci g
t chin dch truyn thng ca bn, chc chn bn mong mun chnh l thng ip chnh.
Thng ip chnh nn:
Ph hp vi mc tiu ca bn
Bn ang lm g v ti sao
Thng ip u tin m bn tho ra lun l thng ip quan trng nht, ni ln bn ang lm g v
ti sao. Bn dnh nhiu thi gian cho cc nghin cu v phn tch bn trn (l tng l t u
n gi bn l ngi tham gia trc tip vo tt c cc phn ny), cho nn bn bit cng ty/t chc
ca bn ang lm g v ti sao li lm vic . By gi bn ch cn phi vit li iu ln giy.
Nghe th c v d, nhng n s l mt vic kh khn mt cch ng ngc nhin.
Mt vi im mu cht bn cn quan tm khi vit thng ip chnh:
Ngn gn
Nhng g s thay i
S d hiu hn cho mi ngi nu nh bn cho h thy t nhiu bi cnh v nhng g bn ang lm.
Bn ang nhn i s tin ln cho mt chng trnh ca chnh ph? Hay bn ang sn xut mt sn
phm tt hn sn phm trc ti 50%?
Lin h ti mc tiu ca bn
Hy ngh v mc tiu m bn t ra trn. Cho d l mc tiu g th bn cng phi vit thng ip
phn nh c mc tiu .
Bn ang c gng nng cao nhn thc ca cng chng v mt sn phm? Bn ang c gng lm cho
mi ngi thay i thi ? C th bn ang c gng xc nh mt vn gy bt ng no .
Hy chc chn l bn khng i theo hng b qu nhng l do khin bn lm tt c nhng vic ny.
S rt d ri vo tnh trng ny nu bn khng cn thn.
Chia giai on
S rt hu ch nu bn suy ngh v thng ip ca mnh ba giai on - trc tuyn b, tuyn b v
sau tuyn b.
Chin lc
Nh ni trn, ton b cc phn ca k hoch truyn thng c mi lin h cht ch vi nhau
(phn tch ban u tr thnh mc ch, mc tiu; cc i tng lin quan tr thnh cng chng,
chin lc l kt qu ca mc tiu, v.v...), tng t nh th, chin thut cng s ph hp vi chin
lc.
Nu bn chn chin lc tip cn ch ng, high-profile, th chin thut ca bn cng phi ht sc r
rng v khc bit so vi bn chn chin lc tip cn th ng, low-profile. Bn quyt nh truyn
thng thng qua bo ch, qua cc i tng lin quan hay trc tip ti khch hng?
Bn cng phi c li phn bi cnh v tng quan mi trng. Bn c cn phi nng cao nhn thc
ca cng chng v vn ca bn trc khi bn a ra tuyn b ca mnh khng?
Nu bn thc hin tng bc trong vic lp k hoch truyn thng ny mt cch chnh xc, th ti lc
ny, bn thn k hoch s gip bn thc hin phn ny. Vi vic xy dng cc chin thut phn
cui ca k hoch truyn thng ny, s gip bn p mnh xem xt k v k hoch ca bn t mi gc
. iu ny cng ng ngha vi vic gip bn trnh c vic "default" (mc nh) trong u mt
thng co bo ch no m bn c ngh l ph hp nhng thc ra li khng, hay mt s kin bo
ch no m bn khng h cn nhc k xem n c thc s cn thit cho ton b k hoch khng.
Lnh hi
Phi chc chn l bn gi tn c ton b cng chng ca mnh. Kim tra i kim tra li xem
bn c b qua mt nhm cng chng quan trng no khng.
Mt b quyt kh hu ch l: to mt bng lit k ton b danh sch cng chng mc tiu (bn tri)
v cc chin thut bn xut thanh ngang. Hy nh du chin thut no ph hp cho nhm
cng chng no. Nhng phi nh l mi nhm cng chng phi c nh du t nht hai hoc ba
chin thut.
Chin thut 1
Cng chng 1
Chin thut 2
Cng chng 2
Cng chng 3
Cng chng 4
Cng chng 5
Chin thut 3
Chin thut 4
Chin thut 5
X
X
X
Din vn
Brochure, t ri
White paper
Quan h vi blogger
QUN L RI RO
Bn thc hin xong tng phn ca bn k hoch mt cch kh
hon ho -- mc tiu, chin lc, chin thut, bn gn nh sp xong
vic ri!
Nhng chuyn g s xy ra nu c iu g khng nh mun ca
bn, nu nh c s c? Chuyn g s xy ra nu mt nh bo "hiu
chin" no hi shock bn, thm ch a tin tiu cc v nhng g
bn ang lm?
"Qun l vn " thc cht l nm bt c cc vn trc khi
Pht hin vn
c tht k bn k hoch ca bn v t hi bn thn nhng cu sau:
Ci g ang thay i?
Gim thiu ri ro
Mt khi bn xc nh c cc ri ro tim n, bn hy ngh ti vic lm th no gim thiu
chng.
Nhiu khi mt bng Q&A thng thng l c th gii quyt c cc ri ro ca bn. Nhng trong rt
nhiu trng hp, bn cn phi xem li cc phn trong k hoch ca mnh (chin lc, thng ip,
cng chng, chin thut...) v iu chnh. Trong mt s trng hp khc, nhng g bn cn lm th
mt chin dch truyn thng cha hn gii quyt c, m bn cn phi tham vn cc chuyn gia
v lnh vc v a ra cc vn nh h gii quyt trc khi bn a ra tuyn b ca mnh.
Xem xt k lng cc vn tim n s gip bn c c mt nn tng vng chc thc hin
thnh cng k hoch ca mnh cng nh gim bt kh nng ri ro v hn ch nhng vic khng
mong mun trong tng lai.
NGN SCH
Cho d bn rt ngi ngh n tin nong, th tht khng may l ngay c k hoch truyn thng s lc
nht cng bao gm phn ny. Trong bn k hoch truyn thng dnh cho doanh nghip, phn ny
phi thc hin ht sc chi tit.
Catharine Montgomery ng khi ch ra rng bn cn phi lun nh trong u v khon ngn sch
m bn c trong sut qu trnh vit bn k hoch cng nh xut cc hot ng tng ng. Trong
phn ny, bn s a ra mc chi ph ph hp cho cc xut bn trn ca bn.
Rt nhiu yu t cn cn nhc
Nu bn chn chin lc tip cn th ng, low-profile, ngn sch cho k hoch ca bn s kh thp
bi v phn ln cng vic ca bn lin quan ti vit lch, vn bn. Tuy nhin, nu bn chn chin
lc ch ng, high-profile, ngn sch ca bn c th s cao chng mt.
V d, mt chng trnh m Dave Fleet thc hin vo u nm 2008 va qua, cc hng mc chi ph
bao gm:
- T chc mt s kin bo ch
- nh sng, sn khu, m thanh, thit k, t chc a im
- Sn xut v bin tp video ti ch
- Ti liu bo ch:
Thng co bo ch
Ti liu k thut
T vn truyn thng
- Cc ti liu khc
Bi bo vit sn
Q&A cho bo ch
B-roll video
Li chi tit
Nu bn xut mt chi ph ln (c bit l bn a c qung co vo trong chng trnh ca bn),
hy c gng chi tit, c th tng hng mc chi ph. Bn s nhn ra rng bn xut chi ph ca bn
cng chi tit th cng d c thng qua.
Nhiu trng hp bn phi xut vi phng n tip cn cho k hoch ca bn. V d, bn s phi
a ra c ba phng n low, medium v high-profile trong xut ca mnh. Nu nh vy, hy m
bo l bn cng phi xut chi ph tng ng cho tng phng n.
Ngun ngn sch cho bn n t u? N c ph hp vi ngn sch nh trc cho truyn thng
khng hay n vt mc cn thit? Nu vy th bn cn phi c thng qua nhng g na c
duyt ngn sch ny?
NH GI
y l phn cui cng trong k hoch truyn thng ca bn. Bn sp c th th pho c ri.
Cng nh cc phn khc, phn ny mt ln na li cn ti kin ch quan ca bn.
Trc khi lm phn ny, bn nht thit phi c li cc phn tch v mc tiu ca bn (bn bit phi
o lng ci g).
nh gi l mt vic ht sc kh, v trong lnh vc PR, n thng b "l" i.
C rt nhiu l do:
Nhu cu truyn thng lin tc, nhanh chng y chng ta ti ch cha thc hin xong chin
dch ny lo chin dch khc.
Mc ch ca bn
Mc ch ca bn trong phn nh gi ny l ch ra c bn s o thnh cng ca chin dch truyn
thng ca mnh bng cch no.
Vi chin lc tip cn high-profile, bn s phi tri qua kh nhiu giai on ca tuyn b (trc,
trong v sau nh ni trn), bn s phi nh gi da trn cc giai on ny, trong cc chin
lc khc, n c th c phm vi nh hn.
Cc giai on nh gi
Nu bn chia giai on thc hin, bn cng phi chia giai on nh gi. Cng vi vic em li
nhng kt qu ng kinh ngc, vic chia giai on ny c th gip bn thc hin nhng vic ph hp
nu nh cc hot ng trc khng em li c kt qu nh mong mun.
Xem li cc mc thi gian khc nhau bn va t ra v a ra cc im nh gi tng ng.
Nu c th, bn hy c gng t ra cc im chun cho qu trnh nh gi. Cho d l k hoch
bn hng, nng cao nhn thc hay tng thi lng a tin, hay thay i thi , hoc cc tiu ch
khc na, nh gi ca bn s c tnh thuyt phc hn, trong trng hp bn ch ra mnh thnh
cng, nu bn a ra c cc so snh trc v sau. iu ny c ngha l vo thi im bn thc
hin xong chin dch ca mnh, bn phi o lng xem bn hon thnh mc tiu ca mnh n
u. L tng l, bn s c th s dng kt qu bn c ch ra c mc tiu kinh doanh cng
c hon thnh nh th no.
Nhng t bo no a tin? a tin trang no, phn no? Cng chng ca h l ai?
H c ly li thng ip ca bn khng?
Ging iu ca bo ch nh th no?
Cc nh bo hi/ni iu g?
Mc quan trng
Tin hnh cc nghin cu / kho st th trng trc, sau (thm ch trong khi) bn ang
thc hin truyn thng v ch ra c s ci thin v ch s, v d i vi thi ca cng
chng.
KT LUN
Gi th bn c mt k hoch hon chnh. Mi hai phn logic vi nhau trong mt k hoch truyn
thng.
Hy c gng thc hin mi hai phn ny. Xc lp mt nn tng vng chc thng qua cc phn tch
bi cnh mt cch k lng, ci nhn bao qut v tng quan mi trng, v tt c cc i tng lin
quan c th b tc ng bi chng trnh ca bn. Nhng phn u tin nu lm tt s em n cho
bn ci nhn su sc, gi tr, bn pht trin cc phn tip theo.
Trong qu trnh lp k hoch, bn nn quan tm ti vic lin h tng phn vi nhau. Nu bn lm
tt, chin lc v chin thut ca bn s rt r rng i vi ngi c k hoch ca bn, h c th
hiu c suy ngh ca bn.
S khng c mt k hoch truyn thng "hon ho" no. y chnh l th thch cho ngi lm
truyn thng. Tng k hoch li rt khc nhau, thm ch, nh ni bi u tin, n cn ty thuc
c vo phong cch ca ngi vit. Tuy nhin, nu bn suy ngh cn thn trong qu trnh thc hin
tng phn ca k hoch, bn s c mt k hoch rt tt, tha mn c cch tip cn ca bn v
cng tha mn ngi ph duyt k hoch ca bn.
C th n s khng hon ho, nhng bn ang i ng hng c th xy dng c mt k
hoch truyn thng tt.
Thng tin trong lot bi v xy dng k hoch truyn thng ny l tng hp nghin cu, tham kho
k hoch truyn thng ca Dave Fleet, I&Dea, ODI, Mind Tools, v rt nhiu ngun khc.