PR Vit Nam tht s chuyn nghip Ch nht, 23 Thng 5 2004 03:12 Masso Group 0digg 0 PR (Public Relation) l thut

ng du nhp vo Vit Nam trc tin thng qua cc cng ty nc ngoi u t vo Vit Nam. nhiu nc trn th gii, hot ng PR rt pht trin v ng vai tr quan trng trong nhiu lnh vc ca x hi ch khng ch ring trong lnh vc kinh t. Cc hip hi PR c, Singapore, M... hot ng rt bi bn v quy m. Chuyn gia PR, a chung nht l c o to mt cch chnh quy thng qua chuyn ngnh Mass Communication (truyn thng i chng) hoc Communication and Art (truyn thng v ngh thut). Cc cng ty nc ngoi u t vo Vit Nam rt ch trng vic xy dng b phn PR ring cho cng ty ca mnh c bit l cc khch sn quc t. Ty vo quy m, phng PR - Marketing c th gp chung hay tch ring. Ngoi ra cn hnh thc cng ty PR c lp bn ngoi. Nu nh hot ng marketing ch nhm mc ch l lm sao bn sn phm v dch v thu li nhun v cho cng ty th hot ng ca PR, bn thn n khng mang li li nhun trc mt cho doanh nghip nhng n li h tr c lc cho hot ng marketing. C th hiu hot ng ca PR l thng qua ton b cc phng tin truyn thng (bo ch, pht thanh, truyn hnh...) truyn thng tin mt cch y v m bo thng tin t s tht nhm mc ch to nn s thng hiu ln nhau gia cng ty v cng chng. cc nc, hot ng PR khng phi ch yu ch da trn mi quan h trong bo gii v gi gn hot ng trong vic t chc cc s kin nh VN ni chung hin nay. Hot ng PR c th ng vai tr sng cn i vi cc cng ty hay t chc bng nhiu cch khc nhau: Hot ng PR nhm xy dng nhn thc ca cng chng i vi hnh tng ca cng ty; khc phc nhng nhn thc cha ng hay nhng thnh kin ca cng chng bt li cho cng ty. Pht trin s hiu bit v sn phm v dch v ca cng ty trc cng chng; hot ng cng chng nhn thc c cng ty mt mt kinh doanh, mt khc khng qun trch nhim i vi x hi, cng ng... V khng hong ca Johnson & Johnson nm 1986, c nh gi l mt trong nhng hot ng hiu qu ca PR trong lch s ca ngnh PR: Nm 1982 ti bang Chicago M, bt thnh lnh c 7 ngi cht sau khi dng thuc gim au Tylenol (sn phm ca cng ty Johnson & Johnson). Tin tc lp tc lan rng v gy ra s hoang mang trong cng chng. Vic ngi tiu dng M ty chay Tylenol l u khng trnh khi. y l mt n ging rt mnh vo cng ty Johnson & Johnson bi v Tylenol l mt trong nhng sn phm ca cng ty bn chy nht trong th trng thuc gim au. Trc tnh hnh trn, cng ty Johnson & Johnson lp tc thit lp ngay mt chng trnh PR nhm cu nguy hnh tng cng ty cng nh cng khai thng tin vi cng chng v ton b s vic: Cc chuyn gia PR y nhanh vic iu tra nguyn nhn gy ng c thuc Tylenol. Kt qu cho thy t 7 nn nhn ung thuc Tylenon, thuc vt qu nng cho php mt s thnh phn, y l iu khng th xy ra i vi dy chuyn sn xut thuc hin i v khp kn ca Johnson & Johnson lc by gi. Lnh o cng ty quyt nh t sc khe ngi tiu dng ln hng u. Cng ty, thng

qua cc phng tin thng tin i chng ch ng ln ting cnh bo i vi ngi tiu dng khp nc M khng nn s dng Tylenol nhm ngn chn khng xy ra thm tnh trng ng c no, ng thi ngng sn xut v cc hot ng qung co Tylenol, lp tc thu hi Tylenol tt c cc im tiu th vi tng tr gi hng trm triu la M. Cc chuyn gia PR ca Johnson & Johnson ch ng hp tc vi cc hng pht thanh, truyn hnh, bo ch, k c lc lng cnh st M, FBI v c quan chc nng qun l thuc ca M tm ra s tht ca vic ng c thuc. Mi vic c tin hnh mt cch cng khai vi tinh thn trch nhim cao. Su tun l sau, PR ca cng ty Johnson & Johnson mnh dn thc hin tip chin dch a Tylenol tr li th trng v thnh cng. Tylenol sau cuc khng hong chim 37% th phn trong th trng thuc gim au M, trong khi trc khi khng hong ch t 24%.

hot ng marketing ca cc doanh nghip. PR phi kt hp s sng to vi s tht c cng chng chp nhn. V vic vn dng nhng "tuyt chiu" PR t hiu qu cao nht cn tu vo chin lc ca tng doanh nghip. Mt trong nhng v d kinh in m nhiu nh nhc n l cuc tuyn chin gia G7 v Nescaf. Thc ra, Vinacaf mi l i th chnh nhng G7 vn mun ly Nescaf lm i th truyn kip ca mnh. G7 khng th so snh vi Nescaf v danh ting ln truyn thng lch s lu i nhng c mt yu t v cng quan trng m G7 ly ra lm i trng chnh l lng t ho dn tc. Bng cc hot ng truyn thng, G7 to dng c hnh nh i din tiu biu cho s pht trin mnh m ca thng hiu Vit Nam v nhn c ng h mnh m ca c gii bo ch v ngi tiu dng. Mt khc, c mt yu t nh hng to ln n s thnh cng trong chin lc tung sn phm ca G7, l Nescaf thc ra khng hp khu v v thi quen ung c ph ca hu ht ngi Vit Nam nn khng c a chung. Do , ngay khi c mt sn phm thay th khc th yu t tnh cm s tc ng mnh n ngi tiu dng chn mua sn phm G7. Sau ny mt thng hiu khc ca Vit Nam cng i theo chin lc ny nhng khng thnh cng l bia Laser - s khc bit y chnh l i th ln ca h l Heineken qu thnh cng v chim c lng tin ca tuyt i a s ngi tiu dng. "Cng sinh" cng c li Mt kha cnh sng to khc ca PR l hnh thc "cng sinh" gia cc doanh nghip hoc sn phm c th mang li ch n cho c i bn. Mt trong nhng cng ty s dng hnh thc ny kh thnh cng l Bo Minh CMG v Trng i Hc quc t RMIT Vit Nam vi sn phm "quyn u tin tuyn sinh" vo RMIT Vit Nam.

Ch Tuyt Vn - Trng phng truyn thng v i ngoi ca RMIT Vit Nam - cho rng y l hnh thc l tng ph bin sn phm n mi ngi rng ri hn, tuy nhin "cn phi cn thn trong vic la chn i tc v cch thc hin khng gy nhm ln cho khch hng". D vy khng phi lc no s kt hp cng mang li hiu qu nh mong i, i khi nhng s c ca mt trong hai bn i tc c th gy nh hng n c hai bn v khi vic ly li danh ting cn kh hn khi to dng. Trng hp ca SITC sp l mt minh chng - sau khi SITC sp th cc i tc o to v cp bng qun l cho hc vin SITC cng khng xut hin nhiu nh trc y. Hin phong tro sng c trch nhim vi x hi c cao nn cc hot ng PR theo hnh thc ny cng c doanh nghip xem l cng c chin lc. H quc t RMIT Vit Nam trin khai nhiu chng trnh hot ng nh: Chng trnh sinh vin i s, Chng trnh tng sch v thit b cng ngh thng tin h tr ging dy cho cc trng i hc tnh, Chng trnh h tr qun l, xy dng trung tm ti nguyn hc liu cho cc trng i hc... "u t hng chc triu la vo lnh vc gio dc ti Vit Nam, li nhun khng phi l mc tiu hng u m phng chm ca RMIT l ng gp cho x hi v cng ng. C l nh thc hin trit iu ny nn chng ti to dng c thng hiu cng nh nim tin ca ngi Vit Nam trong sut 5 nm qua" - Tuyt Vn chia s. Sony vi gii thng "Pht minh xanh" hng nm thu ht s quan tm ca cng chng v mang hng chc gii php hu hiu trong vic ci thin mi trng ca Vit Nam. Hay nh th l ca anh Hunh Mai Hng - chuyn vin truyn thng v i ngoi ca Tp on BP v cc d n xanh Vng Tu, Cn o v Cc Phng m BP ang bt tay thc hin: " Chng ti c gng cn bng gia mc ch thng mi v bo v mi trng nhm mang li hiu qu cho c x hi". Xoay chuyn tnh th Trong cuc khng hong nm 2003, ACB nhanh chng phn ng bng nhng hnh nh tch cc lin tc pht trin i trn sng truyn hnh vi s xut hin ca cc thnh vin ban lnh o v ngay c Thng c Ngn Hng nh nc. "H lm tt trong vic i ph vi ri ro. Hnh nh ngi khc hng xch mt vali tin n gi trong lc hng trm ngi xp hng ch rt tin ngoi tr s ACB l mt liu thuc hiu qu" ch Tuyt Vn nhn xt. Hoc vic cc chuyn gia dinh dng hng u ca nc ngoi ng ra tuyn b sn phm Enfa Grow khng cha hm lng Acid folic qu quy nh cng l nhng li m bo " bng vng" gip h dn vt qua khng hong. Tng lai, PR s l mt trong nhng ngh " hot" trn th trng lao ng bi tnh sng to v nng ng ca n. cng chnh l l do ngy cng nhiu bn tr la chn PR l cng vic yu thch ca mnh, nhng t n mc chuyn nghip nh nhng tp on ln th: " Cc bn cn c o to mt cch bi bn v chuyn su hn, v nht l thc hnh tt cc k nng giao tip v x l tnh hung", anh Minh Hng chia s.