PUBLIC RELATION

+ ASS:
W1 + W2 (25%)
CASE STUDY PRESENTATION ( GROUP PRESENTATION OF A PR CAMPAIGN)
WEEK 1
+ DEFINITION:
DELIBERATE “ Cố ý “
PLANNED
PERFORMANCE
PUBBLIC INTEREST
TWO WAY COMMUNICATION
MANAGEMENT FUNCTION “ QUẢN TRỊ TRUYỀN THÔNG”
MAKE THE PUBLIC UNDERSTAND,ACCEPT AND HAVE A GOOD IMPRESSION
TOWARD YOU
Internal and external public

+ Difference PR name:
Corporate com
Public information
public affair
community relations
market com

+ Stereotypes of PR
Glamour
Propaganda
Manipulation
PR stunt
Spin/ Framing
Flack

 PR is a tool to maintain and develop the brand

 The purpose of PR is to create a common sence between the company and it employees
as well as making the public understand, accept and have a good impression toward the
comapny
NEED TO KNOW ABOUT PR

+ The negative of PR:

1) PR strives to favor special interest group and promote these interest and sometimes PR
sacrifices the common good to do so
 2) PR can causes confusion with fake facts( fake events) and fake words instead of clarìying
the issues makes things more confusing.These clutter interfere with information
channels in society.
3) PR erodes information channels,the public is skeptical about information and loses trust

+ What do PR do:
1) PR is an effective way to promote
2) Building a vision for the business
3) Raise internal morale “ nâng cao tinh thần nội bộ”
4) Improve reputation in the community,creating a sense of social responsibility
5) Improve sales ability
6) Avoid crisis,overcome misunderstanding,prejudices

+ The diversity of PR work

So there are 15 work that should be done by PR:
1) Counseling ( tư vấn )
2) Research ( nghiên cứu)
3) Media relations ( quan hệ truyền thông )
4) Publicity ( công khai)
5) Employee/member relations ( quan hệ nhân viên/thành viên)
6) Community relations ( quan hệ cộng đồng )
7) Public affairs ( vấn đề cộng đồng )
8) Government affairs ( quan hệ chính phủ)
9) Issues management ( quản lý vấn đề)
10) Financial relations ( quan hệ tài chính )
11) Industry relations ( quan hệ ngành )
12) Development/fund-raising ( phát triển/gây quỹ)
13) Multicultural relations/workplace diversity ( quan hệ đa văn hoá/ đa dạng nơi làm việc)
14) Special events ( sự kiện đặng biệt )
15) Marketing communications ( truyền thông tiếp thị)

+ A Public Relations Professionals must have the following skills:

1) Written and Interpersonal communication
2) Research
3) Negotiation
4) Creativity
5) Logistics
6) Facilitations
7) Problem Solving

Difference between PR and Advertising and Marketing

Public relation Advertising Marketing

(PR)
Definition Practice of Paid promotion of a Process of
building a product,service,or identifying,satisfying,and
relationships brand through retaining customers by creating
between an various media and delivering valuable
organization and channels products and services
its publics to gain
favorable media
coverage and creat
a positive
reputation
Main Focus Builds Focuses in creating Broader focus on
relationships with and delivering paid understanding customer needs
stakeholders and messages to a target and wants,developing products
focuses on audience through and services pricing,promoting
generating various channel and distributing them to
favorable media achieve organizational goals
coverage through
earned media
Strategy Develops Develops creative Develops strategies to identify
communication messages and and understand customer
strategies to visuals to promote needs,preferences and
engage with products or services behaviours to create valuable
stakeholders and and drive sales products and services that
enhance brand satisfy those needs and build
reputation brand loyalty
Reach Targets a variety of Targets specific Targets customers and
stakeholders such audiences through potential customers through
as customers, various media various marketing channel
employees, channels such as such as
investors, and TV,radio,print and advertising,promotions,public
media digital relation and personal selling
Cost Relatively Can be expensive Can be expensive due to the
inexpensive depending on the comprehensive nature of
compared to media and marketing activities
advertising and advertising channel
marketing used
Control Limited control High level of control High level of control over
over media over message product
coverage and content and delivery development,pricing,promotion
public perception and distribution
Outcome Builds posititve Drives immediate Creates customer satisfaction
reputation and sales and creates and loyalty,leading to long-
enhances brand brand awareness term success and growth of the
image organization
 WEEK 2
INSIDE THE PR INDUSTRIES

Definition of PR
+ Sensor of social change: Perceives the rumblings at the heart
of society that argur good or ill for the organisation,and helps
management prepare for the onslaught and impact of those
issues
+ Communicator: Providing the mechanics for the explaining
and organisation and its policies,values and missions to its
various public through communication media

WEEK 3
PR PLANNING PROCESS
The value of Planning
+) The second step in the public relation process is planning
+) The organization starts making plans to do something about
an issue or situation
+) Public relations planning should be strategic
+) It sets the organization direction proactively,avoiding ‘ drift ‘
and routine repetition of activities

Elements of a program plan

+) Identifies what is to be done,why,and how to accomplish it
+) The plan account for 8 basic element
1) Situation
2) Goal & Objectives
3) Audience
4) Strategy
5) Tactics
 6) Calendar/timetable
7) Budget
8) Evaluation

You need to ask yourself

Ask yourself:
+) Where are we now ? ( Research,Situation Analysis)
+) Where do we need to go ? ( Audience,Goals and objectives)
+) How will we get there ? ( Strategy and tactics )
+) How will we know when we’ve arrived ( Evaluation )

Situation
3 traditional situations often prompt a public relations program
+) To overcome a problem or negative situation
+) To conduct a specific,one-time project to launch a new
product or service
+) To reinforce an ongoing effort to preserve its reputation and
public support
Sources of information
+) Surveys,observation,focus groups etc
+) Organisational websites/internal reports ( historical/current
background information-organisation/sector/issue,management
structure/reporting,missions,values,strategy,products/services,ge
ographic spread, stakeholder profile/surveys,PR resources etc.)
+) Media reports/commentary/usage data,goverment
reports/statistics (incl.cencus data),relevant
legislation,scietific/industry reports,lifestyle studies,competitor
profiles,academic journals etc

Goals
 Goals are general intentions; big picture aims; ‘ blue sky’
ambitions
e.g. To end whaling;to be the nationally recognized authority on
…; to have an internationally recognized reputation for
corporate social responsibility
Base on situation

Objectives
Objectives are the SMART steps toward the goal
- What you want your target public to know?
( information/awareness)
- What do you want them to think ( attitude)
- What do you want them to do ( behaviour)
E.g: To achieve a 50 per cent decrease in unwanted pets
being returned to us in January,comparred with January last
year

Audience
+) Programs should be directed toward defined
audiences/publics
+) Market research can identify key publics by segmentations
+) Many campaigns have multiple audiences
+) In general,mass media outlets are channels to reach defined
audiences

Strategy
+) Provides guidlines and key message themes for the overall
program
+) Offers rationale for planned actions and program components
+) Defines key messages
- Theme
 +) Big idea
+) Key message
+) Visual guidline

Tactics
+) The nut and bolts or tactical part of the plan
+) Desicribe the specific activities that put each strategy into
operation and help to achieve the stated objectives
+) Most visible part of any plan
+) Involves using various methods to reach target audiences
with key messages

Calendar/Timetable
+) The timing of a campaign
+) Schedulling tactics

Evaluation
+) Relates directly back to the stated objectives of the program
+) Evaluation criteria should be realistic,credible,and specific
+) A plan’s evaluation section should restate the objectives and
then name the evaluation methods to be used
WEEK 4
THEORETICAL CONSTRUCTS OF PUBLIC
RELATION
What is theory
+) A theory is a collection of propositionsm,assumption or facts
that explains and predicts the effects of process or behaviours
+) A theory is not a set of unbending rules,but a guide
Why bother with theory
+) “Theories-essentially generalisations about how people think
and behave-help determine appropriate goal and objectives for a
communications
Program”
+) A PR practitioner needs to understand why one campaign has
worked but others haven’t; to explore the language that we use
and how and why it’s important ; to understand the role that
culture plays in shaping the way we perceive and understand
facts and information
THE EXCELLENCE THEORY
+) It implies that ideal public relations can be achieved by
symmetrical two-way communication.
+) The Excellence theory suggest that organizational with
exellent public relations have:
- Participative ratherr
WEEK 5
PRESENTING TO IMPRESS
Written communication
Verbal communication
WEEK 9
PUBLIC RELATION ETHIC
(Đạo đức trong PR)
Ethic: standard of conduct how we should
The Pr Burden
Make ethical decisions that consider:
+) the public interest
+) the employer’s self interest
+) the standard of the public relations profession
+) their personal values
Philosophical Orientations
+) Kant’s abossolutist philosophy
You will do you will act on the absolute defending of a law
+) Aristotle’s existential approach
Choose one perspective and find a way to balance it to a certain
extreme
+) Mill’s ultilitarian approach
Theo phương pháp này, đúng và sai được xác định dựa trên tiện ích của hành động.
Hành động được coi là đúng nếu nó tạo ra sự hạnh phúc và lợi ích cho số lượng lớn
người, trong khi nếu nó gây đau khổ hoặc thiệt hại cho người khác, thì nó được coi là
sai.

THE ETHICAL ADVOCATE

+ Can a person ethical and an advocate ?
Considered biased and manipulative by some

+ Expected by public to be advocate

Public knows PR is persuasive and can evaluate messages within context

THE ROLE OF PROFESSIONAL ORGANIZATIONS

+) Develop standards of ethics

+) Advance professional developement through continuing education

Publications
Conferences
Short courses
Seminars

LARGE PR ORGANIZATION

+) IPRA
+) IABC

+) PRSA

PROFESSIONAL CODES OF CONDUCT

+) Numerous codes with common themes
- Honesty
- Accuracy
- Fairness
+) Most codes considered “ toothless”
- Expelled from organizations is punishment
- Can still pratice PR

Codes for Specific Situations -

Internet transparency
• The source of any material must be clearly
identified.
• You must identify yourself and your connection
to any employer
or client in any postings in which you are
promoting and
publicizing a product or service.
• You must disclose your affiliation with a client
or employer in any
chat room postings, particularly if the affiliation is
relevant to the
topic or the conversation.
• If you want to make a personal comment about
your client or
employer’s products or policies, you need to say
something such
as, “This is my personal opinion and doesn’t
necessarily reflect the
policies or positions of my employer.”
• It’s considered unethical to offer cash or “gifts”
to bloggers in
return for posting favorable reviews concerning a
product or
service.
• The owners of blogs, Facebook pages, and
Twitter accounts must
be clearly identified and disclosed.
• Respect copyrights, trademarks, and fair use
guidelines if you post
material from other sources.
• Respect your audience. Don’t use ethnic slurs,
personal insults, or
obscenity, or engage in any conduct that is not
acceptable in the
workplace.
OUTLINE CHO ASS CAMPAIGN PLAN
Key information
+) Context:
- Income inequality because of low level economic mobility
- What u need to do
+) Public relation plan ( gain people awareness)
( Communication plan) Kế hoạch khiến cho nhưng hành
động được thực hiện
+) Persuade ppl of VN that this must be addressed
Raise awareness abt the benefits of upgrading…. ( how this
benefit every ones)
LOW LEVEL ECONOMIC MOBILITY
+) policy
+) ethanic
+) nature
- My PR plan
+) Raise awareness about low level economic mobility
+) Raise awareness about the problem cause ( lack of
edu,inadequate infrostructure,…)
Dàn bày
I. Situation Analysis
- Background information
- Internal/External enviroment analysis
Internal ( những vấn đề ở trong môi trường đó)
External ( what the public think and do about that area)
PESTLE MODEL
- SWOT analysis
 II. TARGET AUDIENCE ( Social media users must be
specific)
- Personas (3 personas)
III. GOAL & OBJECTIVES
Goals
+) Raise awareness
Objectives & Relevant
+) Reach how many people
+) Attrach…in..by….
IV. KEY MESSAGE
- Key message( thông điệp chính)
- Slogan/Tagline
V. STRATEGIES & TACTICS + Timetable

VI. LIMITATION OF YOUR CAMPAIGN

(What your campaign can do and cannot do)

https://blogs.worldbank.org/vi/eastasiapacific/vn-
why-ethnic-minority-poverty-persistent-vietnam

https://vneconomy.vn/thach-thuc-trong-giam-
ngheo-o-vung-dong-bao-dan-toc-thieu-so-va-mien-
nui.htm

https://vietnam.opendevelopmentmekong.net/vi/
topics/ethnic-minorities-and-indigenous-people/
https://vneconomy.vn/thach-thuc-trong-giam-
ngheo-o-vung-dong-bao-dan-toc-thieu-so-va-mien-
nui.htm

https://phunuvietnam.vn/ty-le-nguoi-dan-toc-thieu-
so-mu-chu-chiem-15-20230606182621716.htm

https://quochoi.vn/UserControls/Publishing/News/
BinhLuan/pFormPrint.aspx?UrlListProcess=/
content/tintuc/Lists/News&ItemID=49969

https://www.bandantoc.kontum.gov.vn/nghien-cuu-
trao-doi/Giai-phap-giam-ngheo-ben-vung-va-thuc-
hien-cac-chinh-sach-doi-voi-dong-bao-dan-toc-thieu-
so-tren-dia-ban-tinh-982

https://baothanhhoa.vn/nguoi-tot/dong-bao-dan-
toc-thieu-so-voi-phong-trao-san-xuat-gioi-cong-tac-
xa-hoi-tot/147955.htm

https://documents1.worldbank.org/curated/en/
133521571219588748/pdf/Drivers-of-Socio-
Economic-Development-Among-Ethnic-Minority-
Groups-in-Vietnam.pdf