1:- nh k: v d: thi tit (ma), chu k suy thai kinh t

2:- Khng nh k: (thng do con ngi gy ra) v d: chy

n, tham nhng
3:- C th d bo, nhng khi xy ra l bt ng
4:- Khng th tiu dit khng hang m ch gim thiu thit
hi (minimizing)

1. Trc: nghin cu, d bo

2. Trong: thit hi v ngi trc, thit hi v ca sau

(men first, monies later)
3. Sau: khc phc hu qu, rt kinh nghim

1. Chun b c h thng
2.Lun lu nhng im bo xy ra khng hong

3.Cn trng khng tha

4.Hy mua bo him

Bc 1: Lp nhm(t) c nhim(taskforce)
Bc 2:nh gi phm vi v tm nh hng ca s c khng hong
Bc 3:Trin khai k hoch

Bc 4:Th nghim k hoch

Bc 5:Cp nht k hoch

1.Cc du hiu

2.Ti sao cnh bo thng khng c ch ?

3. Gii php

1.Hnh ng nhanh v quyt on

2.Con ngi l trn ht
3.C mt ti hin trng (su st)
4.Giao tip m (c phn cng)
5. Phn x theo kinh nghim v bn nng

1.Hnh ng nhanh chng

5.S dng k nng qun l d n (a)

xc nh v t chc, (b) lp k hach,
(c) qun l thc hin, (d) kt thc d
n

2.Lun thu thp thng tin

6. C mt tuyn u
3.Khng ngng giao tip

4.Lp h s hnh ng:

(Samuel Eliot Morison)

7.Cn c tuyn b khi khng

hong chm dt

1.Cng khai nhng thn trng khi tip xc bo ch

2. i tng no thng tin
3.Nhng cu hi thng gp(FAQs)
-Nguyn nhn
-Thit hi
-Trch nhim
-Hnh ng trc mt v lu di nhm khc phc hu qu

1. nh du kt thc khng hong

2.Ghi li cng tc i ph khng hong

3.Rt ra bi hc

Cu hi
1

Cng ty bn mi thnh
lp?

Sp tung ra mt sn
phm mi?

Bn ang thit lp mt
quy trnh mi?

Doanh nghip bn thuc

lnh vc cng ngh cao?

C phi cng ty bn ang

ci t qun l?

Phng (hay cng ty) bn

chun b mt ci t quan
trng?

Khng

C
7

Li nhun cng ty ang gim?

Vic kinh doanh ang ci tin ng k?

Doanh nghip bn ch c mt sn phm hay

dch v duy nht?

10

Cty bn ph thuc vo vi nh cung ng ln?

11

Cty ph thuc vi (hay mt) khch hng ln?

12

H thng cng ngh thng tin ca bn yu

km?

13

Gn y cng ty bn c m rng th trng

mi?

14

Thi chung ca nhn vin cng ty c kiu

cng,d kch ng?

15

Hat ng ca cng ty c nguy c gy hi mi

trng?

Khng

C
16

Cng ty bn c thiu ngi khng?

17

Cng ty bn gn y c tng trng

tt khng?

18

Th phn ca cng bn c b gim

gn y khng?

19

Cng ty bn c dnh vo kin tng

khng?

20

Cng ty bn c s dng cc cng ty

kim tan b bi khng?

Khng

C
21

Cng ty bn c ph thuc quan h gia nh khng?

22

Cng ty bn c d b nh hng thin tai khng?

23

Mc tn nhim ca cng ty bn c km khng?

24

Cng ty bn c gp kh khn trong vic gi ngi

gii khng?

25

Cng ty bn c d b la khng?

Khng

C
26

Cng ty bn c nh hng mnh vi cng chng

khng?

27

Nhn vin ca cng ty bn c quan h xu vi ban

gim c khng?

28

Cng ty bn c hat ng trong mt nc bt n v

chnh tr khng?

29

Cng ty bn c thiu d tr tin khng?

30

Cng ty bn c sn xut hay tn cc cht c hi

khng?

Khng

QUAN H CNG CHNG

Khng hong v vn
Qun l vn :

Vn v qun l vn
ngha ca vic qun l vn
Quy trnh qun l vn

Qun l khng hong:

Khng hong v qun l khng hong
Quy trnh qun l khng hong

D bo v chun b
X l khng hong
Khi phc sau khng hong

Chng trnh x l khng hong

KHNG HONG V VN

2 lnh vc thch thc ca hot ng PR

Khng hong: cng thng/c nghit, kh d on

V khng b tn cng World Trade Center M (11/9)

V sp nhp dn cu Cn Th (26/9)

Vn : kh xc nh hu qu, ch nhn ra khi n nh

hng ln i sng hng ngy

V kh ht nhn
Hiu ng nh knh

QUN L VN

Tin trnh gip cng ty c th nhn din v nh gi

nhng vn v x hi v chnh tr m chng c
nhng tc ng nht nh no ln t chc
Nhng vn sau c xc nh theo th t
u tin, ri c cc bin php i ph thch ng

Hi ng Cng v ca M (Public Affairs Council)

VN L G?

Bt c vn hay vn tim n no m mt t
chc ang gp phi

Mt quyt nh hay s la chn ang tranh lun no

Ct gim kh thi

Bt c vn gy tranh lun hay cu hi ang tranh ci

no c nh hng n t chc

V D CC VN CHNH

Nhng vn chnh yu ang nh hng cc t chc

hin ti gm:

Vn mi trng (Environmentalism)
Vn tiu th/trch nhim php l lin quan ti sn phm
(Consumerism/product liability)
Thay i li sng v mong i ca ngi lao ng
(Employee expectations/lifestyle changes)
Sc khe v an ton (Health and safety)
Cc nhm dn tc thiu s (Minority groups)

 NGHA CA VIC QUN L VN

Ti cn thit cho cc t chc hin i chp nhn cch

tip cn ch ng vi cc vn

Mi khi thi ca cng chng tr nn chai cng hoc

vn ng ti bo ch, th qu chm tr!
Mt lp trng chng i rt d dn cc vn tr nn
khng hong

Trong nhiu cch, vn khng th iu khin,

nhng s i ph th c th
Qun l vn c xem l PR chin lc

QUY TRNH QUN L VN

Nhn din (Identification)

Phn tch (Analysis)
Chin lc (Strategy)
Thc thi (Action)
nh gi (Evaluation)

Qun l cc vn i hi nhng hnh ng u vo

(input) ca tt c cc cp trong t chc v phi c s
cam kt ht mc ca cp lnh o

NHN DIN

i hi phi theo di su n mi trng

VD: theo di truyn thng, nghin cu d lun, hoc s

dng cc nh c vn chuyn mn

Cc vn nn c nhn din sm trong vng i

ca n:

Du hiu
Vn
Khng hong

PHN TCH

Thit lp s u tin

Ch c mt vi vn thc s quan trng n mt t chc

no

Cng mt vn nhng c tc ng khc nhau

ln cc t chc khc nhau

VD: s sit cht cc lut l ca chnh ph ln vic khai

thc nhng cnh rng gi c th gy kh khn cho cc
cng ty khai thc g, nhng to ra c hi cho nhng ai u
t vo trng/bo v rng

Cc nhn t trong vic thit lp s u tin:

Thi gian, mc , bn cht m vn c th tc ng ln

t chc
Thi ca nhm cng chng mc tiu
Kh nng i ph ca t chc vi vn
Hu qu ca vic khng x l vn

CHIN LC

Thng thng, i hi phi c mt lc lng c

nhim gm nhng ngi t nhiu lnh vc khc
nhau

theo cch tip cn qun l d n

S phi phc tho mt bn v th tuyn b r rng v

v tr ca cng ty ng u trn vn ang t ra

Gip t chc nm gi v th lnh o v ng gp c

ngha vo vn tranh lun ca cng chng
Qung co bin h

THC THI & NH GI

Ging nh cc chng trnh PR khc, chng trnh

qun l vn cng phi c thc thi v sau
nh gi chng (c t c mc tiu ra khng?)

QUN L KHNG HONG

Qun l khng hong c th kin to hay lm sp

cng ty/t chc
Khng hong c chia thnh 2 dng chnh da
vo thi gian tn ti ca n:

Khng hong mn tnh (Chronic): nhng tnh hung

khng hong di hn.
Nguyn nhn: do qun l cc vn ti
VD: Li n rt tin hng lot
Hu qu: c th dn n khng hong cp tnh

Khng hong cp tnh (Acute): nhng thm ha bt

ng, khng tin liu c

Tai nn lao ng, ha hon

KHNG HONG L G?

Khng phi tt c cc tnh trng khn cp u tr

thnh khng hong v PR:

Ch khi n c tc ng rt ln n uy tn/danh ting ca t

chc hay nng lc ca t chc hot ng bnh thng

L mt s vic khc thng hay mt lot cc v

vic c nh hng bt li n:
Tnh ton vn ca sn phm/dch v
Danh ting, mc n nh v ti chnh ca t chc
Sc khe hay tnh trng khe mnh ca ngi lao ng,
cng ng hay cng chng ni chung

QUY TRNH QUN L KHNG

HONG
D bo v chun b
X l khng hong
Khi phc sau khng hong

D BO V CHUN B

D bo trc l cha kha trong qun l khng hong

Khng phi tt c cc tnh hung c th xy ra u c th

d bo, nhng c th a ra cc gi thit v mt s kch
bn c th xy ra:

Nhng g c th xy ra th c th xy ra!

Nhng du hiu hoc s vic nh ban u c th l nhng

tn hiu gip chng ta d on c khng hong

VD: thm ha thin nhin, thm ha do con ngi to nn

D BO V CHUN B

Mt khng hong c th l kt qu t vic mt quyt

nh cn nhc no c x l/giao tip ti
Cc k hoch v kch bn v khng hong nn c
kim tra thng xuyn thng qua nhng bui din
tp ng ph khng hong (crisis simulations)

Rt nhiu cng ty thng xuyn t chc cc bui din tp

phng chy cha chy

X L KHNG HONG

Nhm x l khng hong:

u no ca hu ht cc hot ng x l khng hong

Nhm phi tc trc 24/7 v d lin lc/tip cn

Mt s chm tr c th tr nn thm khc!

Ngi pht ngn:

Nhng ngi ph trch PR khng cn thit l ngi pht

ngn vi bo ch, thng l nhn vt qun l cp cao nht
gi vai tr ny

NHM X L KHNG HONG

Ban

Lnh o:

Pht

ngn

PR/marketing
Php

l
Nhn s/hnh chnh
Dch v khn cp
Y

t, cha chy, bo v

phn k thut/nghip v

X L KHNG HONG

Thc thi giao tip:

Ni

ht tt c, s tht v sm nht!

Thng

tin cng khai, thng thn v nhanh chng lun

lun l chin lc tt nht hn ch nhng tn hi
cho hnh nh doanh nghip v cc mi quan h chnh
yu
ng bao gi ni khng bnh lun!
ng li/n y trch nhim

THC THI GIAO TIP

Ct li l phi m bo r rng, khng cn tr nhng

knh giao tip

Gii truyn thng phi c c s tip cn ngay lp tc ti

thng tin/ngi pht ngn
To iu kin thun li cho h a tin, vit bi

Th t u tin khi pht biu v s thit hi:

S ngi cht v b thng

Tc hi n mi trng
Tip n:
Thit hi v vt cht
Thit hi v ti chnh

CHNG TRNH X L KHNG

HONG

T chc lc lng ng ph

Tm hiu/xc nh s vic
Chun b li pht biu/tuyn b

Nhm x l khng hong

Nhn vt c ting ni mnh lm cho cng chng tin tng

Thng bo cho nhng ngi c lin can

Thng bo cho ton b dn chng
Tr li cc cu hi phng vn ca bo gii
Tip xc vi bo gii ti hin trng
Sp xp cc cuc phng vn vi ngi b hi

V D: TYLENOL

Tylenol l nhn hiu thuc gim au paracetamol hng u

th gii ca cng ty Johnson & Johnson (M)
Nm 1982, ti bang Chicago c 7 ngi cht sau khi dng
thuc gim au Tylenol
Th phn ca Tylenol gim mt cch th thm t 37% xung
cn 6% ch trong vi ngy
Gy thit hi cho Johnson & Johnson khong $50 triu thu
hi li sn phm v kim tra tt c cc cng on sn xut

J&J X L KHNG HONG

Trc ht, J&J thng bo rng ri cho ton b dn chng v ton b

s vic khng may xy ra vi 7 ngi dn.
iu tra v nguyn nhn gy ng c ca thuc Tylenol
Thng bo rng ri trn cc PTTTC v s c thuc gim au
Tylenol, qua cnh bo vi ng o ngi s dng trn khp
nc M nn ngng ngay vic s dng thuc
J&J cho ngng ngay vic SX v qung co i vi thuc Tylenol,
ng thi ra lnh thu hi loi thuc ny ti tt c cc im bn trn
ton nc M.
Ch ng hp tc vi cc PTTT, k c lc lng cnh st (FBI)
cng nh cc c quan qun l chc nng dc phm M tm ra
nguyn nhn ca vic ng c thuc.
Mi thng tin v s c ny u c thng bo cng khai.

Bo Din n Doanh nghip - c quan ca Phng Thng mi

v Cng nghip Vit Nam Ting ni ca cng ng Doanh nghip
Doanh nhn Vit Nam, vi s lng pht hnh trn 30.000 bn/k
ang ngy cng khng nh vai tr quan trng i vi cng ng
doanh nghip.
Mt trong nhng nhim v quan trng ca Phng Thng mi v
Cng nghip Vit Nam l tp hp, nghin cu kin ca cc doanh
nghip phn nh, kin ngh v tham mu cho Nh nc cc vn
v php lut, chnh sch kinh t -x hi nhm ci thin mi
trng kinh doanh. Phng Thng mi v Cng nghip Vit Nam
xc nh Bo Din n Doanh nghip l cng c quan trng thc
hin cc nhim v nu trn.

Hin ti, bo Din n Doanh nghip n vi bn c qua cc n

phm bo in (tun 2 k), Doanh nhn (thng 2 k) v Bo in t
(www.dddn.com.vn) v ang gp phn bo v, thc y s pht
trin ca cng ng doanh nghip bi nhng thng tin chnh tr - kinh
t - thng mi chnh xc, thit thc.
Vi mc tiu cung cp cho c gi mt cch nhanh nht v ton din
nht nhng thng tin kinh t ni chung v thng tin v hot ng ca
cng ng doanh nghip ni ring, Bo Din n Doanh nghip khng
ngng ci tin, tng cng hp tc vi cc Doanh nhn, cc chuyn
gia kinh t, cc nh nghin cu cng nh cc nh qun l nhm mang
n cho c gi ci nhn a chiu v cc vn kinh t- x hi, thc
s l din n ca cng ng Doanh nghip-Doanh nhn.

n vi Bo Din n Doanh nghip, thnh cng ca cc d n

v khch hng c cam kt t cp lnh o cao nht ca chng
ti, vi s nhit tnh tham gia v cng hin ca cc chuyn vin
kinh nghim t s hiu bit su sc v doanh nghip v mong
mun ca khch hng.
Bo Din n Doanh nghip gip khch hng ca mnh lun ch
ng trong mi tnh hung qua vic c nhiu kinh nghim phong
ph v hiu bit su sc v mi trng kinh doanh Vit Nam,
cc mi quan h su rng vi cc c quan chnh ph Vit Nam,
cng nh hiu r nhng nhu cu ca cc cng ty a quc gia.

i vi mi khch hng v d n, Bo Din n Doanh nghip s

c ra 01 nhm ph trch khch hng/d n chuyn bit c th
lm vic cht ch vi khch hng hng ngy v mang li cho khch
hng dch v vi cht lng cao nht v lm khch hng hi lng.
Mi nhm s bao gm Gim c dch v khch hng, ngi s lnh
o ton nhm v l u mi lin lc chnh i vi khch hng, cc
chuyn vin t vn v chuyn vin thc thi nhm p ng mi yu
cu ca khch hng ng thi hn v m bo cht lng dch v.
Din n Doanh nghip l t bo u tin ti Vit Nam p dng
h thng Qun l cht lng theo tiu chun ISO 9001:2000

Khi cn thit v theo yu cu ca d n, Bo Din n Doanh

nghip s phi hp vi cc i tc ca mnh thnh lp nhm d
n hn hp c th cung cp cho khch hng cc dch v tng
th v chuyn su.
Bo Din n Doanh nghip lun hp tc gn b vi cc n v
thnh vin trong tp on, cc i tc qung co v t vn truyn
thng trong khu vc v trn th gii nhm a ra nhng dch v
ton din v ti u cho khch hng.
Din n Doanh nghip l t bo u tin ti Vit Nam p dng
h thng Qun l cht lng theo tiu chun ISO 9001:2000

Bo in

Bo in t

Bo Doanh nhn

Cc n phm sch

(Tun 2 k)

www.dddn.com.vn

(Thng 2 k)

Cc chuyn

Quan h Chnh ph: phn tch mi trng x hi, u t v chnh tr

ti Vit Nam, t vn thit lp v duy tr cc mi quan h vi c quan
chnh ph Vit Nam.
Qun l ri ro v khng hong, bao gm: d bo, ln k hoch, t
vn x l ri ro v khng hong.
Quan h bo ch: t vn v xy dng quan h bo ch, theo di, phn
tch, bo co nhng thng tin lin quan n khch hng v th trng,
t chc hp bo, cc bui phng vn, iu tra kin nh bo, v.v...
Truyn thng doanh nghip v truyn thng tip th: t vn quan
h vi cc nh u t, quan h bo ch, quan h nhn vin, thit lp
thng tin gii thiu v cng ty v cc lnh o cng ty, xy dng
thng hiu cho cng ty, son cc ti liu v cng ty v sn phm,
v.v...

Dch v nghin cu tip th:

Phng vn v nghin cu nhm i tng
mc tiu,
iu tra, nghin cu v i th cnh tranh,
v.v...

Thit k b nhn dng thng hiu

Thit k logo, thng hiu sn phm
Ti liu gii thiu v cng ty
Cc n phm tip th

Bao gm t vic xy dng tng, xy dng

k hoch thc hin, trin khai v lp bo co
cho cc hot ng sau:
L ra mt sn phm, dch v
L khai trng, k kt
L k nim thnh lp cng ty
Hi ngh, hi tho
Hot ng cng ng
Chng trnh tip th, khuyn mi, ...
Roadshow

T chc cc chuyn thm v lm vic ti Vit

Nam cho lnh o cp cao cc doanh nghip
v t chc nc ngoi bao gm:
Thu xp cuc hp vi cc cp lnh o chnh
ph, cc b, ngnh ca Vit Nam
Th tc n, tin c bit ti sn bay
Thu xp xe cnh st dn ng
T chc cc bui tic chiu i, cc bui hp
bo, cc hot ng khc trong sut thi gian lm
vic Vit Nam
V mt s cc dch v tin ch khc: h tr gii
quyt cc th tc visa, dch v ti sn bay, lin h
v t phng khch sn, ...