E bom a; 4 0 oo oO Vietnam, +Muc luc: Developing a PR Plan. Ban ké hoach PR hoan hao. ‘Sample Public Relations Plan Outline. Chién luge truyén théng x h6i cila cing ty ban la gi? Lap ké hoach thyc hién chong trinh PR. ‘Viét ban ké hoach PR. Lap Ké Hoach Thye Hién Chuong Trinh PR Lap ké hoach truyén théng (media plan) nhu thé nao? Lap Ké Hoach PR Trong 1 Ngay.wh Developing a PR Plan Want to make sure your business's name gets heard this year? You need to plan for PR. For most businesses, the new year is a time for assessment, goal setting and strategic planning. When it comes to PR, this is the time to set objectives and formulate a clear, defined plan that'll help your business achieve optimum results in the media. When planning your PR activities for the year, as a general rule, consider the full year ahead, plan for six months, and expect to revise after three months. Like most business activities, PR requires flexibility and a recognition that things will change over time. However, there are a number of factors that'll make a measurable difference to your company’s success if you take ‘them into account at this early stage. Assess & Plan First, review the past year in terms of PR activity. If your business received media attention last year, review the resulting coverage with an analytical eye. Determine the angles and pitches that worked well and resulted in positive coverage. Take note of which journalists reported in your favor and which didn’t. Look at the overall amount of positive, negative or neutral coverage you received. If you subscribed to a media measurement service, assess the results of your campaigns and, if possible, compare your progress against your competitors. Next, consider your overall business objectives, and use these as a basis for developing your key media messages. Make sure that what you say and how you say it reflects what you're trying to achieve. Your messages will form the backbone of your communication activity for the year. Finally, develop a plan of attack. Review your business plan through the eyes of a journalist -what would be of interest to your customers or investors? Identify potential media ‘opportunities that could occur during the year, such as product launches, expansion activities and new service offerings, and develop a calendar that lists the events. If you can, try to organize major news events to create the most buzz. For instance, if your company is ‘introducing a new line of beach apparel, time the launch in the spring to coincide with warming temperatures. Always remember to put your goals and objectives in writing so you can refer back to them throughout the year and evaluate your success. Tools & Tactics ‘Once you've sketched out your plans for the year, it’s time to consider the activities that'll enable you to achieve your objectives. + Establish a news release calendar to plan out the news releases you intend to issue throughout the year. You may need to revise this calendar as you move through the yeat, but itl give you some initial structure to adhere to and help you stay focused on generating news.of Prk + Media outreach in the form of pitching reporters and placing articles is still the essence of PR, and the foundation for any PR program is a solid media list. Before engaging in any PR activities, take the time to carefully research and build a database of key reporters. Your list should contain the contact details of the publications and journalists that pertain to your industry and be organized according to how valuable each is in terms of reaching your target audience. Once you've created a list, schedule time on your calendar for media outreach. Contact each reporter individually to introduce yourself and to arrange informal meetings where you can discuss the outlook for your company and industry. Publications’ editorial calendars offer an excellent vehicle for planning media exposure. Researching them will enable you to identify opportunities to offer yourself as an expert source, contribute an article or even suggest a feature on your company. Once you've set your list of targets, begin contacting them as soon as possible. Most editorial outlets have deadlines several months ahead of their publication dates. Pay careful attention to the closing dates, or youll risk losing out on the opportunity. For more on editorial calendars, see "Generating Coverage Between Press Releases” Contributed or “bylined” articles can be an excellent way to generate exposure and establish yourself as an industry expert. Research magazines, newspapers and websites to find those outlets that are open to such articles, then contact the editor to propose a topic. Remember to make sure the focus of the media outlet is in sync with your business objectives and the article contains your key messages. Case studies are very attractive to the media because they offer a tangible, real-world ‘example of the benefits of your product or service. The challenge with developing case studies is they require active customer participation. So talk to your clients and ask them if you can report on their successes. While this'll require your customers to share their "War stories,” it offers them--and you--a chance to shine. Speaking opportunities offer another avenue for generating exposure. When planning your PR activities for the year, research conferences, trade shows and webinars for opportunities to nominate yourself as a keynote speaker or a member of a panel discussion. The value in securing such engagements can be tremendous, especially for a growing business; however, they also require vigilant planning because most speaking opportunities are finalized several months in advance. Blogs and social media have grown in popularity as communications tools because they offer a way to have an active discussion with a motivated audience. When considering PR tactics, don't forget to research the blogs that relate to your industry and get to know the styles and personalities of their authors. Technorati , the leading blog search engine,is a great place to start. A presence in the blogosphere can add to your company's perception as a thought leader. But remember, all material published on a blog is open to a wide audience and can initiate a line of discussion that may not always jive with your point of view. If you want to launch your own blog, there are free tools, such as Blogger and Blog.com, that enable you to do this easily. When it’s all set up, make sure it gets listed on Technorati. The internet also contains a number of social media networks such as del.icio.us and Digg. These networks are used to store and share content and information--like articles--among, members. Additionally, if you have video content that you'd like to share with a consumer audience, you should familiarize yourself with video sharing sites such as YouTube and Metacafe + Crisis planning is also an essential part of your business's PR plan. This should include all possible negative scenarios and the appropriate responses to them. Ensure that other members of your business are aware of crisis procedures, and take time to do a test run to help iron out any inconsistencies or holes in your plan. Planning your PR strategy now will not only help generate new ideas and opportunities for you and your business to shine, itll give you peace of mind in your day-to-day operations. While PR plans are always subject to change, planning ahead will enable you to stick to your overall goals and maintain your focus. Ban ké hoach PR hoan hao Lén ké hoach la mét nhén t6 quan trong ca quy trinh giao té céng céng (PR), song phén lén nhdng nguai lam PR déu bé qua no hay chua thuc sy chi trong téi nd. Ly do? Bot vi nd rat khd va mat kha nhiéu thai gian. Margie Zable Fisher, chu tich hang PR Zable Fisher va tac gi cudn sach B6 cing cu Giao té Céng cong ty minh thuc hién (Do-It-Yourself Public Relations Kit), nhan dinh rng ban ké hoach PR cé thé duce chi tiét hoa hay co ban hoa thanh nhing néi dung nén tang. Téi thigu nhat, ban ké hoach PR nén bao gém cac hanh dong, cac bude di trong thoi han 12 thang. Voi nhigu nam kinh nghiém tu vén PR, Margie Zable Fisher da dua ra nhiing lai khuyén gitp ccac nha lam PR thdy duoc cach thuc dat ra céc muc tiéu va phat trign nhang hanh dong cy thé thich hgp xuyén suét ca nam. Chuan bi hoach dinh Trusc khi bat tay vao xay dung mét ban ké hoach PR, cac nha PR sé cén tra loi ning cau hoi sau: - Tai tién cGa minh nhu thé nao? = Cac myc tiéu kinh doanh ma minh mong mudn dat dugc véi ban ké hoach nay la gi? Thi trudng muc tiéu céa minh & dau?sof Pr plan = Cac nguén théng tin chinh cia minh la ai va 6 dau? - Ban ké hoach PR sé thich hgp nhu thé nao véi cdc hanh dong tiép thi khdc? - Thanh céng sé dugc danh gid nhu thé nao? Vienam/lorcom - Marcombooks Hay tra lai cho timg cau hai riéng lé: Tai tién cda minh nhu thé nao? Cau tra lai cho céu héi nay kha khac nhau tuy thuée vao tinh ‘vuc kinh doanh va ké hoach phat trién cia ting doanh nghiép. Théng thudng, ngan sach tiép thi va PR chiém khong 2% cho dén 10% téng doanh thu du kién trong nam. Margie cho rang con s6 téi thiéu phai la 5% téng doanh s6 ban hang trong nim cho céc né luc tigp thi. ‘Cac muc tiéu kinh doanh ma minh mong muén dat dugc véi ban ké hoach nay la gi? Co mét vai muc tiéu kinh doanh dién hinh lién quan tot cac hanh dong PR. Cac nha PR co thé co mot vai muc tiéu cho ban ké hogch PR cia minh: - Khuyéch truong mot nhan higu; ~ Co dugc mét s6 Luang nhat dinh cdc dia chi lién lac hay mot vai cudc théo luan méi thang; = Khuyéch truang mét san phim méi - Thay déi nhan thuc trong thi truéng. Thi truéng muc tiéu ca minh 6 dau? Thi truéng muc tiéu cua mai doanh nghiép la nhimg phan doan khach hang ma doanh nghiép nghi rang di diéu kién va c6 méi quan tam tai viec mua sén phém hay dich vy. Cac nguén théng tin, gigi thigu chinh ca minh la ai va & dau? Cac nguén théng tin, gidi thigu duge xem nhy huyét mach cua doanh nghigp. Cho di ho la cac khach hang hign tai, cc déng nghiép 6 nhang doanh nghiép khac, hay nhimg trang web quang cao, cac nha PR c4n chdc chin rang sé khai xuéng nhing hanh déng PR voi muc dich khéng ngiing nhac nhé nhig nguén thang tin, giéi thigu dé vé doanh nghiép, dé ho cé thé gidi thiéu nhiéu khdch hang tiém nang hon cho doanh nghiép. Ban ké hoach PR sé thich hgp nhu thé no vai cac hanh dong tip thi khac? Tuy thudc vao nganh nghé kinh doanh, cdc nha PR cé thé lya chon nhing hanh dong khac nhau dé bé sung cho ké hoach PR cia minh, chang han nhy quang cao hay direct mail. Nhdng hanh dong nay sé 6 méi tuong tac lén két qua sau cing. Thanh céng sé duge danh gid nhu thé nao? Diéu nay tuy thuéc vao cdc muc tiéu cua ban. ‘Mot vai muc tiéu rat cy thé, ching han nhu 40 dia chi li@n lac hay 10 cudc phéng vén trong thang. Véi nhing muc tiéu dé thi céng viéc danh gia la kha dé dang. Con nhiing myc tiéu khac, cchéng han nhu nhan thuc cia thi truéng vé doanh nghiép hay vé nhan higu, c6 thé duge danh gia théng qua cac cuéc diéu tra tham do.Viet Sample Public Relations Plan Outline “although each PR plan will be uniquely organized and formatted by its’ author, the following outline includes all necessary components.” |. Introduction- Situation analysis including state of the market and key issues that programs will address Il. Objectives - Overall objectives of the public relations efforts in support of company’s marketing objectives Ill, Message Model - 3-5 key messages, based on the company positioning strategy detailed in the Marketing Plan, that PR programs will communicate IV, Target Audience Lists - An expanded list of press (on-line and print, newsletters, trades, technology, business, local, and broadcast), market and financial analysts and other influencers, based on the Market Leverage Model in the Marketing Plan. Lists should be prioritized (tier 1, 2, etc.) and categorized by type and coverage. Include in-depth profiles of Top 10 publications and Top 5 analyst firms. V. Spokespersons/Training - List of approved spokespersons for various topics, e.g. Corporate - CEO, Technology - CTO, Product - VP Marketing, and plan for general training of spokespersons and for pre-briefing prior to interviews and tours VI, Programs - Detail on specific programs, with objectives, tactics, timing, budget and measurement for each. Sample programs might include: A. Corporate/Product Press Kit Materials - corporate presentation. B. Press Releases - rolling schedule. C. Product Launch - includes integration with general launch plan to sales, customers, etc. D. Press Tours - topics, preparation, spokespersons, specialized materials, etc. E. Speaking Opportunities/ Calendar of Events - including technology, industry and financial conferences. F. Trade Shows. G. White Papers. H. Contributed Articles - technical, industry, etc. I. Customer Testimonials. J. Partner Programs - interoperability, alliance announcements, etc.whee K. Editorial Calendars - include calendars of top 10 publications and program strategies for each. L. Analyst Program. lll, Timelines and Schedules IV, Headcount and Consolidated Budget - include budgets for news wire distribution, clipping service, paid publications, research services, materials, outside. Xay dung ban ké hoach PR ‘Mot ban ké hoach PR phai dua ra nhiing cau hdi co ban nhu “Tai sao té chic nay tén tai? “T6 chuic dang cé gang dat dugc diéu gi?”, “Nhung muc tiéu chinh cia t6 chuic la gi Nhiing cau hai nay sé cho ban nén tang dé xay dung ban ké hoach. Ban dang 6 vi tri nao? (phan tich tinh hinh) ‘Mét ban ké hoach PR phai dua ra nhing cau héi co ban nhu “Tai sao té chic nay tén tai?’ “T6 chuc dang c6 ging dat dusc diéu gi2”, “Nhing muc tiéu chinh cua té chic La gi?” Nhcing cau hét nay sé cho ban nén tang dé xay dung ban ké hoach. Sau dé, ban cn ty hoi céng ching da biét dén céng viéc cua ban nhu thé nao, vay kién cua ho ra sao. Dé cé mot cdi nhin khdch quan, cé thé ban cn lam mét vai nghién ctu - mot bang cu hdi ngén gon hay dién thoai dén mét sé ngudi nao dé. Viec nay sé gidp ban dinh vi té chuic cia ban trong tém tri moi ngué. Ban muén té chuc tién dén dau? (Muc tiéu) Ban mong muén t6 chiic cia ban & vi tri ndo trong khoang thai gian - vi du 1 nam, 3 nam hay ‘cudi mét chién dich? Ban cé muén nhiéu ngudi hon nia biét dén t6 chic cua ban hay khéng, néu cé, thi tai sao? Ban co kha nang té chuic va dap Ung mét sé Luong ngudi st dung, khach hang hay khach tham quan én hay khéng? Ban muén tiép can voi ai? (Nhém déi tugng giao tiép cia ban) Nhom céng déng nao ban dang cé gang tiép cén? Gidi lanh dao dia phuong hay bién tap vién bao chi, phy huynh cia tré em duéi 5 tuéi hay nhung nguéi quan tém dén ngudi lén tudi ? Néu déi tugng cua ban la “céng chiing noi chung” hay “moi ngudi” thi qué mo hé. Ban cing gidi han nhém déi tuong, thi chién ding cang cé hiéu qua hon. Viée xac dinh nhém céng ching khéng cé nghfa la loai tris nhing nguai ma la hiéu biét vé mot nhém nguai xac dinh tét hon nhuing nhém khéc. Tim hiéu xem nhém céng ching ciia ban thu nh§n théng tin bang cach nao. Ho doc nhing loai bao nao? Ho co nghe dai phat thanh dia phuong khéng? Ho c6 tham gia cac doan nhém kh6ng? Ho cé nghi la doc bao cia dia phuong la mt thai gian?oh Pr plan Tim hiéu nhang diéu nay sé gitip ban thyc hién chién dich cla minh ding huéng. Ban muén trinh bay nhiing gi? (Théng diép chinh cua ban) RUt ngén nhéng gi ban muén trinh bay, cang ngdn gon cang tét. Nhiing thong diép chinh thudng rat don gian va it khi co nhing cu néi lién quan dén chinh séch. Ban nén ty hdi “Tai sao nhém céng chiing nay dén véi chiing ta? ” Néu cau trd lai la “Vi ching ta tét” thi chua du. Tai sao chiing ta tét? “Ching ta dang tin céy” hay “Ching ta hiéu ré nhing gi minh dang néi” la nhung thong digp chinh. Ban khdng cn phai luén néi nhiing théng diép chinh ra bang lai - né cé thé thé hién trong phan thiét ké cac tai liéu in an. Ban sé sir dung nhéing phuong phap nao? Ban truyén tai théng digp cia minh dén nh6m cng chiing bang cach nao la tét nhat? Vie nay dya trén nhing hiéu biét cua ban vé ho. Khng nén gidi han trong méi quan hé v6i gidi truyén théng. Néu truyén khéu la tét nhat thi ban hay str dung cach nay: héi thao, hay tham quan co sé vat chat cing la mét phan cua ké hoach PR. Hay t6 chuc trién lam, trung bay hoac thu tinh truc tiép? Cc phuong phap ban lya chon phy thudc vao sy hiéu biét cia ban vé nhom cng ching. Chién luge va lich trinh lam viéc Ban mong mudn céng ching biét dén nay lép tic hay ty ti? Hay dé ra muc tiéu va thoi gian bigu - tap chi c6 thé cn bai vit 3 thang trudc khi in. Néu chién luge cua ban la truyén khdu tin tuic théng qua cac budi héi thao thi ban hay dé muc tiéu tham dy x budi hop trong 6 thang tdi. Méi phuong cach déu cé nhiing gidi han riéng vé thoi gian. Ngan sch Chién dich nay s@ hao tén bao nhiéu ngén séch? Ban cé nguén ngan sch tuong ting véi sé cchi phi cho chién dich la digu ly tuéng nhat. Néu khéng, ban can thu hep muc tiéu va hoat dong theo nguén ngén sich cho phép, chon nhang phuong phap phi hgp va higu qui mac di 6 thé ching chua la tét nhat. anh gid Hay [én thai gian biéu cho viéc danh gia theo dinh ky - ngay cd khi lam viéc nay chi don thuén (a cat gitr nhung bai bao hay ghi nhan s6 cu héi ban nhan dugc. Viée lam nay thuong xuyén sé gitp ban nhan xét tign trinh va két qua céng vigc. NO cling giup ban thay 4éi ké hogch sm, ngay Khi thay két qué khOng theo ké hoach. Va hay nhé rng chién luge tét nhat phai linh hoat va thay d6i theo thai gian. - Theo Diendanquantri -Vietnam’orcom oh Pr plan Chién lugc truyén théng xa hdi cua c6ng ty ban la gi? Co bén chién luge truyén théng xa hoi khac nhau, phy thudc vao muc doc khoan dung cua mot cong ty déi voi tinh rui ro cua dau ra cling nhu muc dé cua két qua Mong muén. Gén day, Gidm déc mét ngan hang quéc té da miéu ta vé mot thach thuic cua thai dai ching ta hién nay. Ong 4y chi ra ring mét khach hang binh thuéng, von chi dugc nhan muc dich vu thdp nhat 4 ngan hang cia dng dy, lai cé thé c6 hon 100.000 ngudi theo dai trén Twitter, mot con s6 vd cling dn tugng. Ngan hang cua éng vin chya co dong thai dac biet nao vé mat truyén théng xa héi (social media) va ciing chua dua ra cach thuc dé thich nghi véi nhing khdch hang cy thé, nhung nguei giém déc nay ty hoi ligu sy anh hung lén cia nhong khach hang nhu vay c6 xUng dang duge nhan sy quan tam dac biét hon tir phia cng ty hay khéng Day qua thyc la mot cau hdi khd tra loi ma nhiéu céng ty phai déi mat khi xdy dung hé théng tu duy moi vé truyén théng xa hoi. Dé higu rS cdch thuc ma cac doanh nghigp dang tiép can vai thach thie nay, ching tai da phan tich cac chién luge va hoat dong thyc té & hon 1100 Ong ty thudc cac tinh vuc cong nghiép & céc quéc gia khac nhau, cting nhy thyc hién céc cudc phéng van chuyén sau véi 70 gidm déc diéu hanh, nhing ngudi dang di déu trong céc sang kign truyén théng xa hoi. Nghién cu nay da chi ra bén chién luge truyén théng xa hoi khac nhau, phy thudc vao mic déc khoan dung ca mét céng ty di véi tinh rui ro coa déu ra cling nhu mic dé cia két qua mong muén. 10of Pr plan VetnamMercom - Mercombocks “Nguéi thuc hanh dy doan" Cach tiép can nay gidi han viéc sit dung vio mét khu vuc cu thé, chang han nhu dich vu khdich hang. Chign luge nay ap dung tét cho nhung doanh nghiép cé gang trénh xa sy bap bénh va tim kiém nhang két qua c6 thé danh gia dua trén céc céng cy co sin. ‘Dé tng kha ning RED cua Clorox, d6i ngti Truyén thdng xa hoi da tao ra Clorox Connects - mot websites cho phép trao déi y kién véi khdch hang va nha cung cap. Mét cau hoi thu’ng dugc dang trén website la "Ching toi dang lam viéc vai y tuéng sin phém X. Ban mudn san phém nay s® bao gém nhing tinh nang nao?" Dé khuyén khich sy tham gia, Clorox str dung cdc uu dai gidng nhu trong céc tro choi. Vi du, nhing ngudi gui cau tra loi hay gif binh Luan danh gid sé duge thuéng diém. Trang web nay cung cp nhing 46 khé khac nhau, va nhang nguoi déng 6p hi chuing té duge kha nang chuyén mdn cua minh sé duge néng cap tham gia vao nhing van dé doi héi nhiéu hon tinh sang tao, kién thuic va su tuong tac. Nhiing ngudi dong gop tich cyc nhat sé dugc moi ngudi nhin nhan va biét dén, khign cho viéc tham gia trénén thi vi va dé gén bé hon. Mot vi du thanh céng cia Clorox la khi trang web dang mot cau hai vé nhiing phong cach két hp cho mén salad trén. Ngay lap tic cd 5 phan héi, va cng ty da chon ngay mét giai phap trong ngay hém do va dua ngudi giai quyét vin dé tham gia vao qua trinh phat trién sn phém. “Ngudi tht nghiém sang tao” ‘Cac céng ty \ya chon cach tiép can nay sn sang chap nhan rui ro, sis dung nhing bai kiém tra quy mé nhé dé tim ra cach cai thién cac chtic nang va hoat déng thuc tién riéng biét. Ho huéng dén viéc hoc hdi tu viéc lang nghe khach hang va nhan vién théng qua nhing méi truéng nhu Twitter va Facebook. Déi khi ho st: dung nhéng céng nghé riéng dé thuc hién nhing cudc thar nghiém néi bo. Nguoi khéng 16 trong linh vuc Jich vu cOng nghé théng tin, céng ty EMC, t& mot vi du cua “ngudi th nghiém sang tao”. Ho dac biét quan tm dén vigc lam thé nao 40000 nhan vién toan céu cua céng ty si dung truyén théng xa hdi noi bd dé tim kiém nhung chuyén gia trong tung, tinh vuc ngay trong céng ty. Trong mot nd luc nham giim cc hoat dong cén thué nha théu ngoai, céng ty di tao ra mét mai truéng thir nghiém goi la EMC/ONE, nham gidp 6 cdc nhan vién (trong sé do c6 rat nhiéu nhan vién méi do két qué cia cdc gia dich sat nhap gén day) duy tri quan he va két ndi dua trén cac dy an. "1oh Pr plan VieinanMercom - Marconbooks “Ching toi higu r6 rang trong vong 2 thang, ching téi cé thé cham duft thir nghigm nay va lai thi nghigm mot cach tip c4n hoan toan méi,” LenDevanna, giém déc chién lugc xa Gi, cho biét. "Day la ly do tai sao chiing tdi lai hoat dong bén trong buic tudng lWa: Dé c6 thé thoai mai pham (6i va hoc hai tir nhing bai hoc cila chinh minh truée khi dé céng khai voi bén ngoai.” Trong ving mét nim, EMC/ONE da dem lai nhiing loi ich dang ké. Vi du, mot bo phan cén san xudt ra mot clip ban hang da két néi vei mot nhém san xuat phim ngay trong cng ty, giup tiét kiém $10,000. Céng ty uéc tinh rang xét mot cach téng thé, EMC/ONE da tiét kiém hon 40 trigu d6 cho céng ty. "Nha v6 dich truyén théng xa hoi" Chién luge nay di hot nhuing séng kin lén dugc thiét ké cho nhung ket qua doan truéc dugc. Né thudng phy thudc vao sy hgp tac chat ché gitia cac ban nganh, cac cép va cac déi tac ngoai. Hay xem xét chién dich Fiesta Movement 2009 cua Ford, duoc sis dung dé chudn bi cho viéc tai xuat cla dong xe nay 6 My. Chién dich nay di hai nd luc chung gta céc bé phan marketing, truyén théng va ban digu hanh. Ford quyét dinh cho 100 ngudi thué 100 chiée Fiesta trong 6 thang, nhing ngudi nay sé sit dung céc phuong tién truyén théng truc tuyén 46 thao Luan vé kinh nghiém cia ho déi véi dong xe nay mot cach tryc tiép va chan thy nhét. Ford da té chuic mét cuéc thi truc tuyén dé chon ra cac Ung vién, can than chon nhang ngudi lai xe co mang luéi ket ndi [én trén céc trang mang xa h Dé giam thiéu hon nifa su rii ro, céng ty yéu cdu nhéing ngudi nay tao ra nhiing noi dung dya theo céc nhigm vu chi dé (vi dy nhy hoat dong tinh nguyen) va lén ké hoach 16 rang cho vigc dang bai. Trong ving 6 thang, nhing nguoi lai xe nay da dang hon 60000 muc [én mang, thu hut hang triéu click, bao gém hon 4.3 trigu lugt xem qua YouTube. Chién dich 5 trigu d6 nay da tao ra sy nhan thuc thuong hiéu trudc khi ra mat 6 muc 37% 6 Millennials, dem lai 50000 doanh sé ban hang tu khach hang mdi, va khuyén khich 35000 cudc lai this - mic két qua tuong ving véi nhiing mong dgi thu’ng dat dugc tir chién dich marketing truyén théng tén hang chuc triéu d6. “Chuyén déi truyén thong xa hoi Phuong thuic tiép can nay hé tro su tuong tac & quy mé Ldn nham tiép can nhéng nguei lién quan 6 ngoai céng ty, cho phép cac doanh nghiép str dung nhing diéu khéng mong doi dé cai thién cach thc knh doanh cua ho. Vao nam 2010, Cisco ra mat Integrated Workforce Experience (IWE), mét mang xa hdi doanh nghiép duoc thiét ké dé hé tro su cong tac ndi bé va bén ngoai céng ty, cling nhu phan cép héa viéc dua ra quyét dinh. Mang xa hdi nay hoat déng kha giéng véi Facebook: Chic nang cp nhat theo thdi gian sé cung cap nhing thdng tin vé cc trang thai va hoat déng clia nhan vién cing nhu théng tin vé cdc cong déng lién quan, cac dy an kinh doanh cing véi sy tuong tac vai khach hang va doi tac. 12(6 dua ra nhimg lai dé nghi dya trén nhing gi ma ir ban dang lam, vi tri cua ban va lya chon cia nhiing ngudi a. Iiemet khac cé hoan canh gidng ban. Ching ta dang dua né dén Tend tém doanh nghigp, va vé co ban né cho phép cc théng tin thich hgp tim thdy ban.” Cisco cing sit dung rdng rai chuic nang video. Céng ty Tap chi fey nay thyc hién hau hét cdc buéi hugn luyén va hop hanh qua mang, thang qua cc video dan truc tiép dén SS. Q S may dé ban va c6 sin théng qua “video theo yéu céu". Bien Gidng nhu Facebook, hé théng nay cho phép nguai ding tag va binh luan trén céc video clip. Nhung céng nghe nay da gidp tao ra sy tin tung gita cac bén lién quan cia Cisco, nhanh chéng tao ra tinh dng doi va su chia sé kign thic gitta céc ban nhém bi ngin céch vé mat dia ly. Tu chién lugc dén thuc tién Nhiing chién luge nay déu mang tinh thai gian, va nhiéu té chic sé di tir chién luge nay chuyén sang chién luge khac. Nhiing c6ng ty véi muc tiéu cy thé vé viéc sui dung va danh gia cdc céng nghé xa hdi & ting bé phan nén bat d4u véi chién lyoc dau tién, "Nguéi thuc hanh dy doan”. Ho nén tim kiém mét nhém nao dé trong céng ty co mong muén nang cao tinh xa héi trong cac hoat dong kinh doanh, vi du nhu bé phan marketing. Chién luoc thir nghiém sang tao duoc thie déy mot phén ti su eo hep vé kinh phi, viéc dat mot du an duéi cai tén “tht nghiém” sé giip cho né tranh duoc nhing gidi han vé loi tuc dau tu (ROI). Ca hai chién lugc dau tién dau cé thé dem lai nhiing két qua dang ghi nhan, tao ra nhiéu kién thuic dé hoc héi cling nhu phuc vy duéi hinh thic nén tang hudn luyén cho nihimg né lyc lén hon sau nay. Cac céng ty khac nén huéng tai nhung chién dich c6 quy mé Lén hon néu ho muén ¢6 nhung két qua dang ké. Chién luge "Nha v6 dich truyén théng xa hoi” cé thé gitip cho cOng ty xc dinh va lén danh sach nhing nguéi nhiét tinh dé mé rong céc sang kién bén trong va ben ngoai céng ty. Nhu chién dich Fiesta Movement ca Ford da cho thay, mot [ya chon cén than su tham gia cla nhung ngudi cé tém anh hudng (én trén cac mang xa hdi cé thé gidm thigu tinh rdf ro ca chién dich. Néu tat ca céc yéu t6 khac la nhu nhau, thi chién dich “chuyén 46i truyén théng xa h6i” cd thé tao ra téc dong Lén nhat déi vai mot doanh nghigp, n6 anh huéng dén tat ca moi bo phan ti R&D, b6 phan sin xuat dén cdc kénh déi tac va khdch hang. ‘Tuy nhién, chuyén tu chién Luge "nha v6 dich” sang “ngudi chuyén déi” doi hoi mét su thay 6i én bao khdp ca céng ty tis hé théng luong thudng, qua trinh kinh doanh, quan tr] nhan luc dén phong cach tanh dao. 13oh Pr plan VieinanMercom - Marconbooks Nhiing "Nguai chuyén déi xa héi" thuéng cé nhing muc tiéu kinh doanh xa hoi rong Lon va coi céng nghé x4 hoi nhu mét chiéc chia khéa quan trong - nhung khéng phai la cau tra loi cuéi cling - din dén nhéng muc tiéu do. Cn phai nhé ring mac du cé mat khap noi, nhung Twitter va Facebook chi mdi ra dei 5va7 nam. Vi thé, khéng ai cé thé néi trude duoc céng nghé mdi gi dang dén cha ching ta phia truéc. Higu rd viéc nhiing chién dich cia céng ty duge str dung dé tan dung nhiing céng cu truyén thdng xa hoi sn cé nhu thé nao khéng chi cn thiét cho hign tai, ma cén tao ra nhung chi din giip cdc nha quan ly sin sang thich nghi véi nhiéu thay déi trong tuong lai. (Theo Vef/Mang Doanh Nhan Tri Thtic) Dé thuc hién 1 ké hoach PR hiéu qua Ngudi tiéu ding thudng biét tai san phdm théng qua quang cdo, nhung sin phdm duge nhdc t6i trong nhing chuyén muc tin tuc hay chuyén dé thuéng tao cho sén phém su bao chung ian tigp tu phia thi 3, diéu ma quang cdo khéng thé lam duoc. V6i nhang céng ty méi thanh Lap va khéng cé nhiéu ngan sach tiép thi, viéc tao dugc loi thé cho céng ty hay sin phém théng qua quang céo la mét vigc lam day thi thach va mao hiém. ‘Mot khi nguén ngan sach nay da duac sit dung hét, rat hiém c6 nhing co hdi ké tiép. Mot chién Luge xay dung quan hé céng chiing tét cé thé la mét giai phap thay thé cho quang cdo. PR higu qua la mot cach tiét kigm chi phi dé dua théng tin sin phém téi nguai tiéu ding, tao sy quan tam, mua sén phém va xay dung thuong higu. Vay diéu gi da lam PR c6 stic manh nhu thé? Cau tra l6i chi cé 2 tu: uy tin Ngudi tiéu dling thudng biét toi san phdm théng qua quang cao, nhung san phém duoc nhéc tai trong nhing chuyén muc tin tuc hay chuyén dé thuéng tao cho san phdm su bo chung gin tigp ti phia thir3, digu ma quang cdo khdng thé lam duge. Mot ban tin gisi thigu vé sin phém co kha nang (Gi kéo khdch hang hanh dong cao hon quing cao truyén théng. Mat chién luc PR tét sé lam cho gidi truyén théng san tin tir ban. Vay lam cach nao co thé tao ra nhding chién lugc PR hoan hao? Hay theo 10 budc sau dé viét mot ké hoach PR hiéu qua 1. Higu r6 thi truéng. Cng hiéu rd vé thi trudng va khdch hang myc tiéu, sé dé dang xéc dinh, kénh truyén théng phii hgp. Biéu cén thiét la phai biét gidi han thi trudng muc tiéu vi khong co sn phém nao cé thé bao phii thi truang 100%. 2. Xac dinh nhang (gi fch cda san phém dap dng nhu céu thi trugng myc tiéu. Dac diém cia sn pham khéng quan trong bang viée chiing sé cd ich thé nao véi nhiing khach hang cua ban. 14of Prplan_ Can nhé rang trong giai doan nay ban dang cé géng ban san phém, dich vu cho gisi truyén th6ng dé théng tin cua ban dugc dua lén mat bao. Cho ho biét nhuing loi ich va chi ra nhang con sé cy thé dé ching té nhimg chic n&ing va loi ich cua sin pham. VietnomMorcom = Marcombooks 3. Tao cho san pham tinh duy nhat. Cn dua ra duoc nhéng théng sé chuing minh nhdng tinh ng cia sén phém. Vi du nhu san phém bén hon, dep hon, tét hon, ré hon bao nhiéu lén so \Véi sin phém cia déi thi hay tiéu chun trong nganh. Nhung bang chuing chinh xac sé cung ép cho gidi truyén théng di ligu cu thé dé khac hoa nhiing nét dac trung vé san phém so voi cua d6i thi. 4, Sit dung chung thuc khach hang. Khi moi yéu t6 la nhu nhau thi ching thuc khach hang la ‘mét trong nhiing cach higu qua gia tng tinh thuyét phuc cho cac tai ligu tiép thi. Diéu nay cing diing véi ning bai viét dua thdng tin vé sin phém trén bao chi. Su khac biét chinh nam, 4 cach nhing chung thyc nay duge thé hién thé nao. Trén cac tai ligu tiép thi, ching thyc c6 thé dugc viet vé mot ngudi nao dé tén X dén tu thanh phé Y ndi ring nhung thiét bi, sén phém ca ban rat “tuyét vai”, nhung trén cac bai dua théng tin, chung thuc can néi vé nhiing gi ‘ich cy thé va ré rang. 5. Tap trung vao kénh truyén théng khach hang thuong str dung. Tim higu xem khach hang thung doc nhiing n phém bao chi gi, xem kénh truyén hinh nao... Ciing cén xac dinh chinh xc nhung 4n phém, chuyén myc hay chuong trinh danh cho san phém trong nganh cua ban. Néu khéng nam r6 nhing théng tin trén, ban cén khdo sat dé tim ra khdch hang thudng doc nhung gn pham bao va tap chi nao, xem nhung chuong trinh truyén hinh gi... 6. Chudn bi théng cao bao chi (TCBC) dé dua tin. Tao cho TCBC mot tiéu dé that hay va dam bao rang TCBC cia ban duoc trinh bay theo nhing nguyén téc bo chi dé phéng vién c6 thé d& dang si dung thdng tin nay cho bai viét ctia ho. Doan van dau tién khéng nén dai qua 25 chit va cén phai gidi thich tiéu dé va tém tat toan bé néi dung. Trung binh mot phéng vién mat khodng 7 gidy dé “Iuét” qua mot ban tin trong sé hang tram ban tin nhan dugc mdi ngay, do do 25 tiv déu tién rét quan trong. Luén nhd git cho TCBC ciia ban dai khéng qua 1 trang. 7. “Ban” TCBC. Goi dién thoai téi phéng vién, théng bao cho ho biét la ban dang sé hau nhang théng tin hau ich danh cho 46i tugng déc gid ca ho. Hay gidi thich trén din thoai thing tin vé tiéu dé bai viét va doan t6m tat déu tién. Thudng thi ho sé tra loi LA cu gui théng tin cho ho. Hay danh quyén cha dong follow up bang cach hdi xem néu ban co thé lién he lat vao ngay hém sau hay vao mét ngay cu thé ndo 46, viéc nay tly thuéc vao ngay phat hanh bao. 8. Follow up. Hay goi lai dé hai xen phéng vién da nhan dugc théng tin hay chua va dé nghi gui thém théng tin cho ho néu cén thiét. 15spf Pr plan VienamMorcm- Merconboske 9. Git lién lac. Ding néng v6i. Néu théng tin cua ban thuc su cé gia tri, co hoi no xudt hién trén bao chi sé rt cao. Viec ban nén lam la tao cho phéng vién su thuan Loi va thoai mai nhat khi ho cén tim higu thém théng tin. 10. Sw dung hinh anh, Mét buc anh tét co thé néi lén toan bé théng digp. Nhiing te nhat bao cn sit dung nhiéu hinh anh hon la nhong n phém tap chi thang hay tap chi chuyén nganh. Nhiing én phdm 46 thug chi str dung hinh anh khi né mang tinh chat cung cp théng tin hay tao ¥ thuc cho déc gid. - Theo Entrepreneur - Lap ké hoach thuc hién chuong trinh PR Néu khéng lén ké hoach cu thé, chuyén vién PR sé phai lam viéc theo chuong trinh tung ngay. PR sé ludn lu6n bat tay vao lam nhing céng viéc méi va cé lé sé khéng bao gid hoan thanh nhiing céng viec khac. Tai sao can phai co ké hoach cho chuong trinh PR? Cé 4 ly do can thiét phai lap ké hoach cho chuong trinh PR: - Nham thiét lap muc tiéu cho cdc hoat déng PR, tao co sé danh gid két qué sau nay. - Nham uéc tinh sé gig lam viec va céc chi phi lién quan khac. - Nh&m chon cac uu tién vé sé lugng va lich trinh thyc hién cac hoat dong khac nhau trong chuong trinh. - Nh&m quyét dinh tinh kha thi cua viée tién hanh cac muc tiéu da dé ra trong diéu kién co day Gu nhan su voi nang luc phui hop, cé sin cac thiét bi nhu thiét bi van phéng, may quay hay phuong tién di lai, va cé di kinh phi. Nhiing tir can nhé La s6 gié lam viéc, uu tién, lich trinh, nguén luc, thiét bi va kinh phi. Ching ta dang ung dung kinh té hoc - bé mén nghién citu vé su khan hiém san pham / dich vu trén thi trudng béi vi mot thu déu cé han. Sau khi nghién cuu mé hinh ké hoach sau day, chung ta sé thay rang cén phai né luc téi da cho sé lugng ké hoach ti thiéu. Néu khéng lén ké hoach cu thé, chuyén vién PR sé phai lam viéc theo chuong trinh tung ngay. Anh / cé ta sé lun lun bat tay vao lam nhiing cng viéc méi va cé lé sé khong bao gig hoan thanh nhang céng viéc khac. Nhu vay, sé rat khé téng két nhing gi da thuc hién dugc va higu qua cua nd vao cudi nam. Viéc nay cing giéng nhu lai mét chiéc tau kh6ng co diém dén, khong, thu tién vé va cudi cling thi khéng thé tiép tuc chay vi tau hét nhién liu. Mot hoat dong PR thiéu tinh chuyén nghiép ciing gidng hét nhu thé: khéng muc dich va mang lai loi ich gi. 16wh Pr plan Vina arson - Marcombacks M6 hinh hoach dinh PR Dudi day 1a mot mé hinh ké hoach PR don gin duoc déng dio cdc chuyén gia PR chép nhan. Né bao gém 6 muc: - Danh gid tinh hinh - Xac dinh muc tiéu - Xac dinh nhém céng ching ~ Lya chon phuong tign truyén théng - Dan gid kt qua ~ Banh gid tinh hinh Day la ké hoach dua trén nhiing muc tiéu, nhung miic dé thanh céng cia né phy thudc vao kha nang va higu sudt duoc ap dung. Digu quan trong la phai ndm bat tinh hinh, chang han bang cach dat cau hdi: Chiing ta dang 6 dau? Céng chiing higu khéng chinh xdc nhung van 8 nao? Trude khi mot chuong trinh PR dugc dat ra, cén phai lam 1 diém khéi dau cia nd. Cong ching nhin nhén nhy thé nao vé chuong trinh cia chiing ta? Vige nay giéng nhu nguyén tac nghién cu dia thé truéc tran chién trong quan doi. Né cén “tinh bao” hay tin tc. Néu chung ta chi dy dén hay gid dinh hoc hanh déng theo cam tinh va ban nang thi ching ta c6 thé mac sai lém va chuong trinh PR sé tré nén v6 dung. Tién trinh chuyén déi nhiing tinh hudng co ban nhé hoat dong PR - Tinh huéng tiéu cuc Tinh huéng tich eye ~ B6i nghich Théng cam - Thanh kign Chp nhan = Tho o Quan tam - Thiéu hiéu biét Kién thuc Day [a nhing tinh hung co ban ma cac chuyén vién PR thu’ng phai déi mat. va nhu vay muc dich sau cUng cia PR la cung cp kign thic dé gilip moi ngudi hiéu biét. Ddi khi diéu nay 4p dung ngay ca véi nhing diéu ma déi tugng tiép nhan khng thich hay khéng déng y. Chang han, mot chuong tring PR tot cd thé gilip mot ngudi theo dao Thién chia higu biét vé diic tin ctia ngudi theo dao Héi hay ngugc lai, hose giup mot ngudi nghién ma tay higu dugc nhung ngudi dang 6 ging gio ho, hay gidp nhig thanh vién cua cac dang phai chinh tri khdc nhau higu nhau hon...PR khéng nhét thiét la 6 ging lam cho ngudi khac nghi vé minh mét cach tuyét vai ma quan trong la hiéu ding. 7oo Pr plan ‘Not trong nhing muc tigu ly tung cia PR la su chép nhan cua céng ching, bai vi khé c6 thé chap nhan digu gi néu khéng duoc hiéu ding, Chiing ta cing xem xét 4 tinh hudng tiéu cyc trén ngay & bude “Danh gia tinh hinh” nay: ViemnamMarcom - Marcombooks ‘D6i nghich: Ching ta cén dua ra cdc cdu hdi: Muc d6 cia sy d6i nghich dén dau? Sy d6i nghich y thé hign dudi hinh thiic nao? Tai sao né tén tai? Cé thé giai quyét duoc khéng? Va giai quyét bang cach nao? Thanh kién: Nguyén nhan cia thanh kign c6 thé do anh huénng tu gia dinh, gido duc, tén giao, xa hoi hay méi truéng, hay chi don gian la sy hiéu lim. Trudc kia, ngudi dan Anh rat co thanh kién déi vai hanh hoa cua Nhat, nhung bay gig ho lai va chuéng sin phém nuéc nay — thanh kign da dugc x08 bd. Ching ta cé thé 4p dung hoc thuyét ca Leon Festinger dé gidi thich vé van dé nay. Lic déu, ngudi ta cé nhiing thai do bao thi d6i véi nhung tu tudng méi va khang cu sy thay 46i, nhung khi da chuyén sang chap nhan mot tu tuéng mdi thi ho sé tré thanh nhing nguai dng hé nhiet tinh cho céc tu tuéng dé va bac bé nhiing tu tuéng cil. Tho 0: Day la “ke thil” té hai nhst cua sy higu biét. N6 c6 thé la “san phim” cia sy ich ky, ui bigng, thiéu tri tudng tung, hay la két qua cia budi thuyét trinh khéng thi vi va kem thuyét phuc vé mét dé tai. Chang han chién dich khuyén khich sur dung xang khéng chi, du rang gid ré, lic d4u da khéng dugc quan tam vi né chua di stic thuyét phuc moi nguai vé vig gin gi méi trudng. Bi quyét cua viéc thdng tin PR thinh céng — theo lai cua nha bao Ivy Ledbetter Lee — la né phai thu hit sy quan tam va co gia tri d6i voi ngudi nhan. Thiéu hiéu biét: Day la mot that bai thuéng théy — cong ching thiéu hiéu biét vé t6 chic cua ban. Trong thé gidi ban ron ngay nay khéng ai co thé biét va hiéu tat ca moi thu. Vi vay, ching ta phai chap nhan canh tranh d& gianh lay mt vi tri trong tam tri cia moi ngudi. Vigc cho ring ngudi khac cling quen thude vai mot van dé nhu ching ta khéng c6 gi la kho, nhung sy gid dinh nhu thé thueng nguy hiém va din dén sai lam. Khi co sy khéng hiéu biét sé gay cang lang rong va anh huéng sau dén hinh anh cua t6 chuic véi cng ching. ‘Dé nhan biét nhiing khé khan trong viec thyc hign qué trinh chuyén déi thai do nhu trén, cchuyén vign PR phai c6 6c thuc té, khéng qué lac quan vi anh/Cé ta khéng thé thanh cong tuyét d6i. Anh/cé ta cé thé dat ra nhung “nc” chi tiéu, ching han nhu mot phén ty (8 trong 86 nhom céng chiing co thay d6i vé su higu biét trong ching dich dau tién, va phén ty é con lai se dat két qua kha quan hon trong nhung chién dich tiép theo. Hon nia, chuyén vién PR cing phai nhan ra rang trong céc nhm céng ching sé ludn xuat hién nhing thé he méi. Va vi vay day la mot tign trinh lién tuc. 18sf Prplan Vienonorcom «Moro (1) Tim hiéu tinh hinh ‘Dé c6 thé danh gia tinh hinh chinh xac va higu qua, cén phai tim hiéu cén than. Vigc tim hiéu C6 thé duge thyc hign bing mét cudc nghién cau nhing théng tin hay sé ligu théng ké sn c6, hodc phai thuc hign mot cuc nghién cuu hoan toan méi. Mot phuong php thudng duce st dung cho muc dich PR la tham dé du tun, Giai quyét vin dé Sau khi da danh gid tinh hinh, chiing ta cé thé nhan biét vin dé va dua ra giai phap. PR la “nganh kinh doanh giai quyét van dé”. Lam sao ching ta co thé hiéu biét van dé tét hon? Vigc thué muén nhan vién c6 thé bi can tré bai nhiing thai d6 tiéu cuc vé nguai chi hay cong vic; ngudi ta cé thé khéng déng gép cho mot hdi tir thién vi ho chua higu muc dich cia nd, inhuing ngudi néng dan khéng su dung mét loai phan bén hay thuéc tris sdu béi ho chua biét cach sii dung nd sao cho an toan, kinh té va hiéu qua; khach hanh chua mua mot sin phém boi vi ho kh6ng tin vao lai gidi thigu vé sin phém do....Day la nhing tinh hudng PR kha xéu, nhang tinh huéng nay chi c6 thé duoc cai thign néu higu dugc nguyén nhan. Cac phuong phép gitip danh gia tinh -Tham do y kién thai do. - Xem xét qua cac bai bao viét vé t6 chu, hay nhimng phéng sy trén truyén hinh, - Cac nha bao doanh s6 va dy béo khuynh huéng doanh sé trong tuang lai. = Tinh hinh canh tranh va hiéu qua cia viée nhap khéu. - Gid c6 phiéu, danh gia vé ti truéng chung khoan, cé tu va bang cén déi = Méi quan hé lao déng - nhiing cuéc dinh céng va théa thuan vé luong béng. Tinh hinh tha tiét va anh hung ca nd. - Sy than phién cua khach hang, tinh hinh san phém hay bao céo vé vige thir nghigm. - Thao Luan vai déi ngd phan phéi va ban hang. = Gia ca va anh hudng cua viéc thay déi gid - Nhing yéu t6 anh hudng thi tru’ng: Kinh té, xa hoi, chinh tri. = Thai d6 cua nhéing nguai cé y kién anh huéng dén du luan. 19sf Pr plan Viehonerson - Merconbocks (2) Xac dinh myc tigu ‘Sau khi thao luan véi ban lanh dao, mét danh sch myc tiéu c6 thé dugc lap ra, chang han nhu: - Dé thay d6i hinh anh vi cng ty cé nhung hoat dong méi. Ching han, truéc kia cng ty ché tao san phdm cho ngang dudng sat, gié day chuyén sang sin phém thiét bi sudi am. = Dé nang cao sé lugng va chat Lugng ngudi dy tuyén vao céng ty. - 06 cOng bé nhig than tich cua céng ty ma it ngudi dugc biét va dé dat duge sy vé vang cing nhu thu phuc lng tin tir cng ching. - DE moi ngudi bit dén céng ty va hiéu vé hoat dong cua céng ty trong céc ti trudng xuat khéu méi. = Dé chuén bi cho vic gidi thigu mot loai cé phiéu méi hay viec cng ty chuyén sang cé phan hoa. - D6 cai thién méi quan hé véi cong ciing sau nhang chi trich do higu lam vé cdc dy dinh coa cong ty. = D6 hung din, dao tao ngudi lap dat thiét bi, ngudi st’ dung hay ngudi tiéu ding sin phém. = D6 khdi phuc niém tin ctia céng ching sau mét bién c6 khién du luan cho rang céng ty hoat dong khéng higu qua va nguyén nhan cua né da dugc diéu chinh. - Dé gia tng stic manh cho céng ty, chéng lai nguy co bi tiép quan bai céng ty khac. - D6 thiét lap mo dac diém méi trong van hoa céng ty. = Dé moi ngudi bit dén viec tham gia hoat dong xa héi ca chi tich céng ty. ~ Bé ing ho mét chuong trinh trao hoc béng / tai tro. - D6 cc chinh tri gia biét ro hon vé cdc hoat dong cia céng ty, bai vi mot sé luat sdp ban hanh 6 thé anh hudng khéng tét dén céng ty. - Dé céng chiing biét dén hoat dong nghién cv cua céng ty. (3) Xc dinh nhém céng ching Danh sach cac nhom céng ching cia cac té chic khac nhau duge thao Luan chi tiét han trong chuong 6. 6 buéc nay, diéu quan trong la xem xét cdc yéu té can tré dé quyét dinh mot cach chinh xc céc nhém céng ching c6 thé hudng dén va hung dén mot cach higu qua, trong gidi han vé ngan sch va su lya chon phuong tién truyén théng thich hop. Néu nhém céng ching qua da dang thi c6 thé bé qua mét s6 nhém. 20VietnamMorcom - Marcon (4) Lua chon phuong tién truyén thong C6 thé sit dung nhang phuong tien truyén thong sau cho muc dich PR: ~ Bao chi: Béo phat hanh trén cd nuéc hay chi trong khu vyc; béomién phi, bdo chuyén nganh, n ban phat hanh tung nim. - Cac phuong tién nghe nhin: Bang hinh - Dai phat thanh: Ca nuéc, dia phuong, quéc té - Dai truyén hinh: Quéc té, 4 nudc hay dia phuong ~ Trign lim: Cac cusc trign lam PR dac biet, cac cuéc trign lam thuong mai hay buéi gidi thigu cho céng ching. - Tai éu in 4n: Gido duc, thang tin... = Sach duge tai tro: Cé thé vé chi dé cé lién quan dén t6 chic, nhu cém nang ciia cdc cong ty san xust dung cu dién, séch day néu n cia céc nha san xuat thyc phém, ban dé hay sch huéng dan du lich cua cdc céng ty xing dau hay nhing nha cung cép vat lieu cho xe 6 t6. - Thu tryc tiép: Nig thu ca nhan gai km théng dip PR. ~ Léi néi: Nhimg budi giao tiép truc tiép cé thé mang lai hiéu qua di a qua mét bia &n, lic ding ca ph@, trong van phéng, qua dién thoai hodc ngay céng xuéng. - Tai tro: Trong cdc linh vyc nghé thuat, thé thao, cac hoat déng lé hoi, hoc béng, chung trinh tir thign, Thuéng luén c6 yéu t6 PR trong tat ca cdc chuong trinh tai tro vi né thé hien thanh y cia td chic. ~ Tap chi ca céng ty danh cho nhan vién hay nhing nha phan phéi san phém, ngudi si dung v. v.. - Hinh thc va van hoa céng ty. Ngoai ra, con cé nhiéu hinh thc khdc, nhu khinh khi cdu cua céng ty Goodyear duoc trang tri v6i nhang thong digp PR, réi tha bay khap béu trai chau u va Béc My; hay tem thu véi nhing huéng dén vé an toan giao thén (5) Hoach dinh ngan séch Nouoi thyc hin PR cn Lap ké hoach vé ngan séch dé thyc hign céc chién dich PR. (6) Danh gia két qua PR la mot hoat dong cy thé, cé thé do Luong két qua dya trén nhimg muc tiéu da dugc xéc dinh, (Nguén: Pha Ve Bi An PR) 21of Pr plan Viét ban ké hoach PR Mot ban ké hoach PR phai dua ra nhiing cau hdi co ban nhu “Tai sao té chuic nay t6n tai?”; “Té chuic dang cé gang dat dugc diéu gi?”; “Nhing muc tiéu chinh ctia té chic la gi?”. Nhiing cau hdi nay sé cho ban nén tang dé xay dung ban ké hoach. Ban dang 4 vi tri nao? (phan tich tinh hinh) ‘Mot ban ké hoach PR phai dua ra nhiing cau hei co ban nhy “Tai sao té chuc nay tén tai?”, “T6 chuic dang cé gang dat dugc diéu gi?”, “Nhing myc tiéu chinh ciia t6 chdc la gi?”. Nhung ‘cau héi nay sé cho ban nén tang dé xay dung ban ké hoach. Sau dé, ban can tu hdi céng ching da biét dén céng viéc cua ban nhu thé nao, va y kién cua ho ra sao. Dé cé mOt cdi nhin khach quan, c6 thé ban cén am mét vai nghién cuiu - mot bang ‘cau hdi ngan gon hay dién thoai dén mét sé ngudi nao dé. Viec nay sé gitip ban dinh vi té chic cia ban trong tam tri moi ngusi. Ban muén té chuc tién dén dau? (Muc tiéu) Ban mong muén t6 chuc cua ban & vi tri nao trong khoang thai gian - vi dy 1 nm, 3 nm hay cudi mot chién dich? Ban cé muén nhiéu ngudi hon niza biét dén té chuic cua ban hay khdng, néu C6, thi tai sao? Ban co kha nang t6 chuc va dap ung mét s6 Luong nguai sti dung, khch hang hay khach tham quan (én hay khéng? Ban muén tiép can véi ai? (Nhém déi tugng giao tiép cua ban) Nhém cong déng nao ban dang cé gang tiép cén? Gidi lanh dao dia phuong hay bién tép vién bao chi, phy huynh cua tré em duéi 5 tuéi hay nhimg nguéi quan tam dén nguo lén tudi? Néu d6i tuong cia ban La “céng ching néi chung” hay “moi ngudi” thi qué mo hé. Ban cang gidi han nhém déi tuong, thi chién ding cang cé hiéu qua hon. Viéc xac dinh nhém céng chung khéng 6 nghia la loai tris nhong ngudi ma La hiéu biét vé mot nhom ngudi xc dinh tét hon nhiing nhém khac. Tim higu xem nhom céng ching ciia ban thu nhan théng tin bing cach n3o. Ho doc nhung loai bdo nao? Ho co nghe dai phat thanh dia phuong khéng? Ho cé tham gia céc doan nhém khéng? Ho cd nghi la doc bao cua dia phuong la mat thoi gian? Tim hiéu nhang diéu nay sé gidp ban thyc hién chién dich cia minh ding huéng. 22if Prplan VieinamMercom - Marcombocks Ban muén trinh bay nhung gi? (Théng digp chinh cla ban) Rit ngén nhing gi ban muén trinh bay, cng ngén gon cng t6t. Nhing théng diép chinh thuong rat dan gian va it khi cé nhing cau néi lién quan dén chinh sich. Ban nén ty hei “Tai sao nhém céng ching nay dén v6i ching ta?” Néu céu tra loi la “Vi chiing ta tét” thi chua di. Tai sao chiing ta tét? “Ching ta dang tin cay” hay “Ching ta higu r6 nhong gi minh dang néi” La nhing théng diép chinh. Ban khéng cén phai lun néi nhang théng digp chinh ra bing loi - nd c6 thé thé hign trong phan thiét ké céc tai ligu in dn, Ban sé st dung nhiing phuong phap nao? Ban truyén tai théng digp cua minh dén nhém céng ching bang cach nao la tét nhat? Vige nay dua trén nhang higu biét coa ban vé ho. Khéng nén gisi han trong méi quan hé v6i giéi truyén thdng. Néu truyén khéu La tot nhét thi ban hay sit dung cach nay: héi théo, hay tham quan co sé vat chat cling [A mét phdn ca ké hoach PR. Hay té chuc trién lam, trung bay hodc thu tinh truc tiép? Cac phuong phap ban lua chon phy thuéc vao sy hiéu biét cua ban vé nh6m céng chiing. Chién lugc va lich trinh lam viéc Ban mong muén céng ching biét dén ngay lap tuc hay tu ti? Hay dé ra muc tiéu va that gian biéu - tap chi cé thé cn bai viét 3 thang trudc khi in, Néu chién luge cia ban la truyén khdu. tin tac théng qua cc budi hoi thao thi ban hay dé muc tiéu tham dy x bu6i hop trong 6 thang toi. Mdi phuong céch déu c6 nhiing gidi han riéng vé thai gian. Ngan sach Chién dich nay sé hao tén bao nhiéu ngan sach? Ban cO nguén ngan séch tuong ung véi sé chi phi cho chién dich la diéu ly tung nhat. Néu khéng, ban cén thu hep myc tiéu va hoat dong theo nguén ngan sach cho phép, chon nhiig phuong php phis hgp va hiu qua mac du co thé chiing chua la tét nht. anh gia Hay [én thai gian biéu cho viéc danh gia theo dinh ky - ngay ca khi lam viée nay chi don thuén la cat gitr nhiing bai bao hay ghi nhén s6 cu hi ban nhdn dug. Viée lam nay thudng xuyén sé gitip ban nhgn xét tign trinh va két qua cong viéc. NO cing gitip ban thay déi ké hoach sém, ngay khi thdy két qua khéng theo ké hoach.Va hay nhé rang chién Luge tét nhat phai tinh hoat va thay d6i theo thai gian. 23of Pr plan Hoach dinh ké hoach PR 1- Xay dung nén tang th6ng tin: Thu thap di ligu (thi truéng, déi thd canh tranh, ngudi tiéu diing, kénh phan phéi, cac théng tin lién quan dén doanh nghiép - san phdm). Xtr ly théng tin da thu thap (hiéu thi trudng, thuong hiéu, dong co thuc day tigu thy,...). 2- Hoach dinh PR: Thé hién y tuéng sang tao, chi phi phii hop véi doanh nghiép. Cac bude co ban sau: Muc tiéu: Néu r6 muc tiéu cia ban ké hoach (thang, qui, nam) nham dat diéu gi? Chién lugc: Thé hién cac phuong an co thé tao anh huéng cho thuong hiéu (thu hit khach hang, anh béng thuong hiéu,..). Danh gid wu - khuyét cia cdc phuong an. Dy doan cac su cé, tinh huéng co thé xay ra trong tuong lai. Tinh kha thi: Higu ung x8 hoi cua cac chuong trinh PR (théng tin bao chi, phan cing cua khach hang, ngudi thyc hién, déi tac,...). Chign thuat thyc hién: St dung tai nguyén (thiét bi, con gus, co quan truyén théng,...). Phan nhigm: Phan bé céc phn céng vigc cho nhan su. ‘Thai gian: Cu thé va hgp ly. Ngan sch: Téng hop cc chi phi thyc hién cila ké hoach PR (thang, qui, nam): Bao gém ca chi phi vé nhan su, cdc hoat d6ng PR,. Lap ké hoach truyén théng (media plan) nhu thé nao? Bat cur mot media planner ky cyu nao cing ting trai qua thei ky bo ngé,, ty hdi gach déu ding cia mot media plan gém nhimg phan nao? Xay dung ké hoach truyén théng thé nao cho chuyén nghigp? Hém nay Event Channel sé huéng dan cac ban xay dung ké hoach truyén théng sao cho hiéu qua véi cdc gach dau dng co ban: 1.Nhiing théng tin co ban: Thudng bao gém = Muc tiéu cua ké hoach, vi du tung sén phdm mai, goi nhac vé san phém, tang nhan biét thuong higu (brand awareness), thtic day sales... Ngoai ra khéng thé thigu céc muc tiéu dinh tinh nhu dé phi (coverage) hay s6 ngui tiép can (reach) = D6i tugng khach hang muc tiéu: Gidi tinh, 6 tudi, thu nhap... ~ Concept chinh, théng diép cén truyén tai: Day la trai tim cua mét Media Plan nén ban can danh thoi gian dé lam r6 no = Thai gian thyc hign: Cé thé ké hoach truyén thng duoc chia nhiéu giai doan nhu giai doan Teasing (gay to md), giai doan lam néng, giai doan thuic day, giai doan goi nhc, mai giai doan cé nhing kénh truyén théng, théng digp va céch tiép can ring. Tat cd nhiing diéu nay dya trén chién lugc Marketing, PR cua ban. 24Sereacrema aernose 2. Cac céng cy & cach thyc hien Téng quan ké hoach Marketing va vi tri cua céc céng cy truyén théng ‘Sonmunzation eoneat, ‘Tnget Avionee ‘Semmunizaton tee! MC geal Premium, Young, Trendy | | Feral, aged 18-20 (Mame BIATOM=T/Unaed 45 Ubon ces, SECABC Toot 8 a = te) IIe) 7 =| Fe | | ee | | | STsof Pr plan Ban cén dinh ra cdc céng cy truyén théng cha yéu va céng cy sé str dung cho ké hoach cua minh. © méi céng cu ban mé ta nhiing quy céch nhu that gian 1 spot quang céo, kich thuéc 1 printAd, banner hay quy cach 1 bai PR, thai gian, tén sust phat song... Mét s6 kénh thuéng sit dung ‘va cOng cy tuong ung = Quang cdo truyén hint = Quang cdo trén Radio - Kénh béo, tap chi: Bai PR, Advertorial, printAd... - Quang céo trén website: Ads banner, bai PR, sticky post... = Quang céo ngoai tréi (OOH, out of home: Billboard, xe bus... = Quang cdo trén thiét bi di dong: Mobile Marketing, SMS Marketing - Tai tro: Tai tro Event, cude thi, cdc chuyén muc trén béo dai - Hot blogger: Bai PR, banner... TVC, product placement... Est spots| Cost _| Est spots| Cost [est spots larv7, 1582] 21] 33228] 14] ad lan 1.266 af 108 A lvrv. 177 s6| 28.384] 4 B Joa wan 1509 [can THO, d TRANG, 1509 lem DuowG 1509 [Tote!30 sec 76,209] lerv7. 1913] d 12| 12.182] 2 lanry 823 dl s| 4.114] lvrv. 4.139] q 10] 11,382] n| d d qsof Pr plan ave hoach PR tiga Kha trén Kh Blo ehh : ssa rc ign tin hig deren nd a sun hci ng cnn bh 2 ohn over wo tee SB iaemoghe aan Tui oun ini gna ea * lroenxrattnen, ung roeg inher eootohee sate aag niente iaaeeetaeatesseeaaias aoe ‘ orasecnetmann ponuusiecucraass, pause ear eae eae ieee {we Go moe 3. Ngan sdch va chi phi Ban nén lam ré téng ngén sach cho timg phuiong tign, tig kénh (TV, béo...), va téng ngan sch ccho tung thai ky (teasing, follow up...) | Vi du: Print: Newspaper $906,800 Magazine $78,500 Total $985,300 Digital Media Television $9,895,000 Web $375,000 Total $10,270,000 Sponsorship $6,880,000 Total Advertising: $18,135,300 a7\tetnamMercom - Mercombocks ‘ier hanging | Amount | Amount — tee.ticensey | evi) | (USO, Rentltee Remark | szscocoo] saz ‘saul Vi du vé dr tri kinh phi cho kénh quéng céo ngodi tro magaine | sue Fate! | oiscount | Price Trserton | Goat_| wseron| cost_|imerion | coat tre (ee? 20a) 32041 a] 3402, a] 2002] F lrut cope 2722] sow] 10: 2|a200 3| 4309] 2| 3206) WaT [rvteoge sae] oes] | 2200 as73| ren eoe2 2481 20%] __2an7 sez. a_2<7| fut page ‘47o| 30m] as 2| ecw 3] asea| 2| eee rr [Eesteantpege 2182] ___20%|__.s0el a] oe, a] 1208 ci 1sea| 20%] 1.108 a s08 | 1108 ae (Vi du vé dy tri kinh phi cho kénh quang cao bao va tap chi ) 4. Tién trinh thyc hién Ban nén co mot timeline téng thé vé thei gian airing ctia tung Kénh dé thay duce téng quan ké hoach truyén théng cua ban. Mot phan khdng thé thiéu la tién d6 cho cac céng viée nhu sin xuat TVC, thiét ké printAd... (Theo Event Channel) Lap Ké Hoach PR Trong 1 Ngay Khi cong ty ban déi mat véi khing hoang ma néu khéng sit ly kip thei nd sé anh huéng dén uy tin da xay dyng hang may mudi nam, no lam cho khach hang mat long tin vdi san phém dang cung cap trén thi trudng, két qua la hang héa khéng [uu théng, doanh thu giam va két qua cur kéo dai thi hing mdi ngudi ching ta biét diéu gi xay ra. Nhu vay lap ké hoach PR di héi ban phai lam trong mét thoi gian ngan nhat hiéu qua nhat ban cé thé lam trong 1 ngay. 28VietnamMarcom - Marcom Buéc 1- Danh gia tinh hinh + Noi dung danh gia: Chung ta dang 6 dau trong tm tri ca céng ching? Céng ching hiéu cchua chinh xéc & nhiing van dé nao? + Phuong php danh gi: thm dé y kién, thai do; xem xét cac béo céo; danh gid méi trueng ni bd; xem xét cac yéu t6 bén ngoai Buéc 2- Xac dinh cac muc tiéu + Thay 4éi hinh anh + Thu hut nguén nhan luc tét; + Céng ching bit va hiéu rd céng ty; + Céng bé thanh tich; + Céng bé pham vi thi truéng méi; + Cai thin cdc déi nghich, hiéu Lam; giai quyét khung hoang; + Gia ting suc manh cua té chuic; + Huéng dan tiéu dling; + Thiét lp mot dac diém méi trong van hoa té chic; + Dé céng ching biét vé hoat déng xa hai cia lanh dao céng ty; + Dé Ung hé mét chuong trinh trao hoc béng, tai tro; + Dé céng ching biét dén hoat déng nghién cuu cuia té chic; Dé cdc chinh tri gia, quan chuc chinh phi biét vé hoat dong cua té chuc vi co thé bi anh hudng cia cac luat, qui dinh mdi... Buéc 3- Xac dinh cac nhom cong chting + Su can thiét: + Xac dit ‘dugc nhémg nhém céng chung lién quan; + Thigt lap uu tién chi ngan séch; + Chon phuong tién truyén théng phu hop; + Chon phuong phap truyén thong phit hop; + Chon théng diép phi hop. 10 nhom céng ching co ban: + Cong déng; + Nan vién hign tat; + Vign tiém nang; 23oh Pr plan Vieinam Mier + Nha dau tu gdp von; + Nha cung ¢é + Nha phan phéi; + Gigi truyén théng; + Cc gigi c6 thé anh huéng dén du tua + Hiép héi thuong mai, doan thé; + Khach hang, ngudi tiéu ding. Buoc 4: Co thé xem xét va chon cac phuong tién truyén thong phé bién sau day: + Bao chi, + Phat thanh, + Truyén hinh, + Bang hinh, + Bai phat biéu, * &n phim, + Thu ti, + Tap san néi bé, + Van héa céng ty, + Trién lam, + Tai tro, Buéc 5- Hoach dinh ngan sach Nhang ich Igi: + Biét chi phi thyc hign mat chuong trinh; + Cho biét nén tién hanh céc chung trinh nao truéc; + C6 thé lap ké hoach chi tiét chi phi; + Dat dinh mic chi tiéu va kiém soat; + Dinh gié duoc vic sit dung ngan sch.Cac yéu té chi phi: + Lao dong; + Chi phi quan ly; » Nouyén vat lieu; + Céng tac phi Buséc 6- Danh gia két qua Phuong phap danh gid: » Bang sé Luong phan héi; +» Bang sé liu théng ké; + Bang nguén tai ligu; + Tham do du luan; + Sy gia tng hiéu biét cua céng chiing; két qua mong muén. 31Pr planiviescn es Marcom Books ‘Morcom Knowledge www.vietnammarcom.edu.vn - www.nhan.edu.vn wowwitiep nongsanviet.org.vn_-_ www.socialmarketing.org.vn, www.books.vietnammarcom.edu.vn www.marcombestorg - www.thebigshow.vn