1 / 55

PUBLIC RELATIONS PR-QUAN H C NG CH NG

gur
Download Presentation

PUBLIC RELATIONS PR-QUAN H C NG CH NG

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. PUBLIC RELATIONS PR-QUAN H? CNG CHNG Tr?n Ng?c Chu,Ph.D. ?i H?c UNW, Washington State, Hoa K?

    2. PH?N I: PR L G?

    3. Chuong 1: S?C M?NH C?A PR

    4. ?nh nghia PR:PP ( Qu?ng b c?ng(+) -Publicity Plus) Quan h? cng chng gip m?t t? ch?c v cng chng c?a n ngy cng hi?u bi?t nhau hon v ch?p nh?n l?n nhau .( Public Relations Society of America: PRSA,1988)

    5. PR-MEDIA-THE PUBLIC Quan h? cng chng l nh?ng n? l?c chuyn nghi?p nh?m dua thng tin c?a m?t t? ch?c( chnh ph?, doanh nghi?p,NGO) d?n v?i cng chng m?c tiu thng qua cc phuong ti?n truy?n thng c l?a ch?n . ( Tr?n Ng?c Chu,2005)

    6. Nh?ng ci khng ph?i PR -PR khng ph?i l Ti?p Th? Ti?p Th?: 4Ps Product: S?n ph?m( sp th,bao b,d?ch v?) Price: gi Place:th? tru?ng, knh phn ph?i,noi bn Promotion: qu?ng b: Qc,khuy?n m?i, PR

    7. PR khng ph?i l qu?ng co -Qu?ng co l ti?p th? ph?i tr? ti?n -PR l ti?p th? mi?n ph 4 khc bi?t can b?n gi?a PR v QC: Ki?m sat L?p l?i Tin c?y H?p d?n

    8. PR l tin t?c -C?ng tc gi?a PR v bo,di -Vo th?i k? d?u, ngh? PR l ngh? lm cho tn tu?i c?a thn ch? xu?t hi?n n?i b?t v thu?ng xuyn trn bo,di. Nh?c si George M. Cohan:Ti khng quan tm bo,di g?i ti l g,mi?n l h? nu tn ti. N? ti t? Katharine Hepburn: Bao lu bo ch cn vi?t khng dng s? th?t,b?y lu ti khng c?n bi?t h? vi?t g v? ti.

    9. PR l ngu?n tin an tan c?a bo,di M?i quan h? d?i tc gi?a: nh PR- Khch hng(cng ty, t? ch?c), v nh bo. Bo, di l cng c? gip nh PR chuy?n thng tin c?n thi?t c?a khch hng( hay thn ch?, hay c?a chnh cng ty) d?n cng chng. PR gip nh bo ti?p c?n ngu?n tin, l thng tn vin co s? c?a cc bo.

    10. T?i sao PR quan tr?ng? Vai tr c?a PR trong ngh? thu?t ti?p th? t?ng h?p(Marketing Mix) hi?n d?i PR pht tri?n trong qu?ng co, ti?p th? qua m?ng internet, ti?p th? tr?c ti?p v khuy?n m?i

    11. Chuong 2: AI C?N P.R.?

    12. N?u khng c PR b?n s? ra sao? 1. Khng sao c?, n?u b?n dang giu hon gi?c mo lm giu c?a b?n . 2. Cn khng, th b?n ph?i c?n d?n PR trong t?t c? tru?ng h?p

    13. 7 nguy co n?u thi?u PR 1.?i th? s? ginh l?y di?n dn 2.Khch hng khng thm ch d?n qu?ng co c?a b?n 3.Nhn vin c?a b?n r?t kh khan khi ti?p xc khch hng 4.Cc d?i l s? khng bn du?c hng v s? t? ch?i nh?n lm d?i l 5. (N?u cng ty c?a b?n c nim y?t trn TTCK) C? phi?u s? gi?m v qu t thng tin . 6. Hnh ?nh cng ty s? tr? nn nhm chn v d?n b? qun l?ng. 7. Nhn vin gi?i s? b? cc cng ty san ngu?i chiu d? di noi khc.

    15. Nghi v? cc gi?i php PR

    16. Gi tr? th?t c?a PR l g? ?i tu?ng m?c tiu m PR c th? vuon t?i PR c th? lm cho b?n nhi?u hon

    17. 9 Huy?n th?ai v? PR( Nh?ng h?n ch? c?a PR) Thng co bo ch khng ph?i l t?t c? Bo ch nghim tc khngchoi v?i PR Ti li?u in d h?t th?i i dm v?i bo, di Nh bo ch? thch an nh?u G?i thu h?t th?i( ch? c email v fax?) Qu?ng co s? mua du?c PR? Tin t?c trn bo, di d?u d ph?i ki?m? ang bo du?c l nh? may m?n v dng lc

    18. Ki?m sat th?i gian v co h?i

    19. Chuong 3: Phn tch quy trnh PR

    20. S? d?ng ngin c?u di?u tra d? d? ra cc bu?c PR

    21. Xc d?nh m?c tiu v d?i tu?ng

    22. V?ch k? h?ach PR

    23. D? tr kinh ph

    24. CASE STUDY: CHI PH THU PR BN NGAI CNG TY

    25. Chi ph cho b? ph?n PR trong cng ty

    29. 4 y?u t? thnh cng cho m?t chi?n d?ch PR 1. T?o s? ki?n (newsmaking) 2. Thng tin c gi tr? lm an 3. Nh?m d?n cc phuong ti?n truy?n thng 4. Khn,thnh gi? hay ngu?i d?c m?c tiu

    30. 10 bu?c cho m?t chi?n d?ch PR sng t?o 1. Tin ch?c r?ng bo, di dang di thng tin: Viva la diffrence: S? khc bi?t mun nam. 2. tu?ng PR thnh cng khng ph?i han tan m?i: Nn khai thc cc tu?ng d c theo cch m?i.Bnh cu ru?u m?i. 3.Thng tin v cng chng tru?c h?t.( y cung l m?t trong nh?ng di?m khc gi?a PR v qu?ng co) 4. Th? thng tin v?i di pht thanh tru?c nh?t: n?u thng tin c?a b?n thnh cng trn di pht thanh,thng tin d s? h?p d?n v?i cc bo,di khc 5.T?n d?ng cc s? ki?n nng d? l?ng thng tin c?a cng ty vo. ( V d?: Tin c?a Israel v? dy chuy?n nh knh)

    31. 6.Cng b? b quy?t vo ngy ngh? d?c bi?t.( v d?: b quy?t lm dn bnh tt k? l?c c?a ?m Sen vo ngy t?t.) 7.T?o c?m xc: lm cho nh bo cu?i, khc, t?c gi?n khi d h? s? ch t?i tin t?c c?a cng ty.( v d?: cty Prudential ti tr? cho n?n nhn ch?t d?c da cam) 8.Tm hi?u gu c?a nh bo: thu?ng xuyn xem hay theo di cc m?c hay show truy?n hnh d? bi?t gu c?a nh bo m cung c?p tin ph h?p.( v d?: cng ty Tn Nghia c th? l?p d?i thi tham gia cc tr choi trn truy?n hnh) 9.Ti s?n cng ty lun lm nh bo ch . Hy s? d?ng s? li?u c?a cng ty d? bi?n thnh tin t?c. 10.T?n d?ng t?i da cc co h?i m cng ty c kh? nang trao d?i hai bn cng c l?i v?i bo, di.( v d?: tham gia cc chuong trnh h?c b?ng hay v?n d?ng qu? gip d? ngu?i ngho do bo, di t? ch?c).

    32. Lm sao bi?n tu?ng thnh hi?n th?c? N?u b?n c m?t tu?ng v? m?t chi?n d?ch PR. B?n th? tr? l?i 6 cu h?i du?i d? xem n co kh? thi khng: 1. Chi?n d?ch PR d c gy xc d?ng m?nh khng? 2. Chi?n d?ch d c cho th?y r thng di?p c?a cng ty khng? 3. Chi?n d?ch d c nh?m t?i m?t cng chng m?c tiu khng? 4. Chi?n d?ch d c m?t bu?c d?t ph hay n?i tr?i so v?i d?i th? c?nh tranh khng? 5. Chi?n d?ch d c tr? l?i du?c cho cc v?n d? can b?n nhu: Ci g?(what?) ? du?( Where?) Khi no?(When?), Ai( who?) , T?i sao(why?) v th? no?(How?) khng? 6. Chi?n d?ch d s? mang l?i k?t qu? nhu th? no so v?i chi ph b? ra?

    33. Chuong 4: MU?N PR HAY T? LM?

    34. B?n c th? t? lm PR Huy?n th?ai Quen bi?t v?i bo, di. Lm quen nh bo( right person not top) T?o s? ki?n cho cng ty S?n sng cung c?p thng tin cho nh bo Thi?t l?p m?t bo( di) ru?t. Khng t?n ti?n nhung s? t?n th?i gi? Cng ty hay doanh nghi?p nh? nn h?c cch t? lm PR

    35. Mu?n PR ( outsourcing) S? d?ng d?i l qu?ng co( ad agency) lm PR S? d?ng cng ty PR( PR firm) S? d?ng chuyn gia tu v?n PR( PR counsellor or one-person shop) S? d?ng d?ch v? thi?t k?( Graphic design studios) Thu m?t ngu?i vi?t nghi?p du lm PR( Freelancer)

    36. Ph?n II: ?NG NO V SNG T?O 1. Xy d?ng m?t chi?n d?ch PR 2. ?ng no d? tm sng ki?n cho chi?n d?ch d 3. Vi k? thu?t p d?ng cho chi?n d?ch PR

    37. Chuong 5: Thi?t l?p b? ph?n PR v ln chuong trnh PR

    38. ?i tuy?n bng d khng th? t?p h?p hm nay d? chi?n th?ng ngy mai. ng Alfred Riedle ph?i c th?i gian d? g?n k?t d?i tuy?n v?i chuong trnh hu?n luy?n ,chi?n lu?c,chi?n thu?t. PR cung v?y

    39. Thnh l?p b? ph?n PR cho cng ty (t? ch?c) Tru?c h?t ph?i thnh l?p m?t b? ph?n (phng ) PR. Cng ty l?n:PTG hay Gim d?c PR(ph? trch) Cng ty nh?: Chnh b?n( CEO) d?m nhi?m PR( c?n c m?t c thu k)

    40. Quy?n h?n v trch nhi?m c?a b? ph?n PR hay ngu?i ph? trch PR 1. N?u l ch? doanh nghi?p kim PR,th tan quy?n quy?t d?nh 2. N?u l tru?ng phng hay Ph gim d?c PR th hy lm cho quy trnh xin ki?n don gi?n 3.Ch? xin ki?n t? 1-2 ngu?i: V d?: Gim d?c s?n ph?m hay TG(CEO).

    41. PR ph?i n?m ch?c cc h?at d?ng c?a cng ty Ngu?i ph? trch PR, chuyn nghi?p hay nghi?p du, ph?i n?m ch?c cc h?at d?ng c?p nh?t c?a cng ty. 1. ?c bo ngnh hng ngy 2. D? cc cu?c tri?n l?m hay h?i ch? c s? tham gia c?a cng ty 3. (N?u cng cy c website) ph?i truy c?p thu?ng xuyn 4. ?c t?t c? nh?ng thng co m?i v? bn hng c?a cng ty. 5. Thu th?p nh?ng m?u qu?ng co c?a d?i th? trn bo, di 6.Lm vi?c v?i d?i l qang co v? ki?n khch hng d?i v?i cc m?u q?ang co c?a d?i th? c?nh tranh. 7. Cng d?i l q?ang co hay ti?p th? g?p g? khch hng ti?m nang

    42. T? ch?c trung tm ki?m sat PR Khng d?t l?m nhung r?t h?u hi?u Thi?t b?:Bn, di?n th?ai, PC, fax, my photocopy Danh m?c bo di(nh? c?p nh?t thu?ng xuyn): d? lin l?c ngay khi c?n G?i hu?ng d?n c?a buu di?n 1080 Lm quen v?i cc ta s?an Suu t?p bi v l?ch ra cc s? d?c bi?t c?a cc t? bo l?n Nghin c?u l?ch s? cng ty v ngnh Th?c hi?n m?t brochure cho cng ty Luy?n t?p k? nang vi?t M? r?ng v duy tr cc m?i quan h? ( trong ngnh PR v bo, di): d? seminar v? PR, th?nh th?ang m?i nh bo an sng hay trua Xin l?i v c?m on

    43. ?nh v? m?c tiu PR 1) Theo ngnh 2) Theo quy m cng ty( nh?, v?a, l?n) 3) Theo vng d?a l( v? tr) 4) Theo tu?i v gi?i tnh 5) Theo ch?c danh( v d?: cc khch s?n t? ch?c ngy h?i cho cc thu k gim d?c) 6) Knh d?i l 7) Cc nhm s? thch( CLB Golf,tennis) 8) S? d?ng cc phuong ti?n d?c bi?t 9) Theo thi quen mua s?m Sau d m?i l?a ch?n bo, di thch h?p d? dang tin hay qu?ng co

    44. Chuong 6:

    45. Hai nguyn t?c c?a PR 1 N?m v?ng ki?n th?c can b?n 2. C kh? nang suy nghi sng t?o

    46. 8 bu?c cho tu?ng PR sng t?o 1. Xc d?nh v?n d?( Problem): Khng nn tm gi?i php khi chua r m?c tiu hay v?n d? 2.Thu th?p d? li?u( Fact) 3. V?n d?ng ki?n th?c t?ng qut( Knowledge) 4. Nh?n n?i t?ng h?p( Combination) 5. Th?ai mi suy nghi( Relax) 6. Thi?t l?p danh m?c( Checklist) 7. Tham kh?o ki?n ph?n h?i( Feedback) 8. H?i : khng qu 2 ngu?i:L?m th?y th?i ma( Team up)

    47. Vi tu tu?ng v? suy nghi sng t?o Cch t?t nh?t d? c m?t tu?ng hay l hy suy nghi th?t nhi?u tu?ng. Linus Pauling Nh?ng hay thu?ng sinh ra t? chuy?n khi hi. Cng t?u cng t?t. David Ogilvy Khi hai nghi, hy t? din m?t cht. Gi?a ngu?i sng t?o thng minh v k? ngu d?n ch? l du?ng ranh m?ng manh Cynthia Heimel N?u b?n mu?n lm chuy?n g, b?n hy lm t?n cng. B?n ph?i vu?t qua nh?ng g c s?n.N?u khng lm nhu v?y, th d chnh l r?i ro l?n nh?t. Mike Vance

    48. 8 cch t?o c?m h?ng Thomas Edison: Thin ti( Genius)= 1% c?m h?ng( inspiration)+99% m? hi( perspiration). Nhung sng t?o di khi di h?i nhi?u c?m h?ng.

    49. 8 con du?ng t?o c?m h?ng 1) Th? d?n m?t ti?m d? choi. B?n c th? nghi ra m?t tr no d. 2) Luu gi? cc files q?ang co m b?n thch. Chng s? gy cho b?n c?m h?ng sng t?o cho tu?ng PR 3) H?i cc d?ng nghi?p hay nhn vin.( nh? thu?ng cho nh?ng tu?ng sng t?o c?a h?) 4) ?n thu vi?n, ti?m sch hay b?o tng. tu?ng m?i s? xu?t hi?n khi b?n s?ng trong khng gian tan tu?ng.

    50. 5) Nghin c?u trong n?i b? ngnh PR 6) Hy d?c cc sch chuyn d? v? cch nghi sng t?o.( tc gi?: Roger von Oech hay Michael LeBouf) 7) Lun c vi?t v s? tay d? ghi l?i nh?ng tu?ng b?t ch?t ( hay laptop, palmtop) 8) Luu cc tu?ng hay chuong trnh PR c?a b?n vo m?t file trong my tnh c nhn. B?n s? c?n chng khi di tm tu?ng cho m?t chi?n d?ch PR m?i

    51. T?p thi quen trn tr?ng cc tu?ng m?i Quy trnh sng t?o thu?ng c hai giai d?an: 1) t?o tu?ng- tri tim nng 2) ph phn v ch?n l?c cc tu?ng hi?n th?c- ci d?u l?nh . Sai l?m 1: khng phn bi?t hai giai d?an nn ngay khi g?p tu?ng th ph phn v gi?t ch?t t? trong tr?ng Sai l?m 2: Ti d lm chuy?n ny r?i. Vng, nhung mi tru?ng hay th? tru?ng d thay d?i. Sai l?m 3: Chng ti khng lm nh?ng chuy?n phiu luu. Nhung cch duy nh?t d? t?o ra hi?u qu? m?i l p d?ng nh?ng m?i. V.C( Venture capital) V?n m?o hi?m dnh cho tu?ng to b?o.

    52. Chuong 8: CCH T?O M?T B?N TIN CHO CNG TY

    53. Lun gi? lin l?c v?i khch hng Nh van Charles Dickens( Anh-th? k? 19) vi?t v in ti?u thuy?t theo d?ng t?ng t?p v cng chng x?p hng trn cc b?n c?ng ch? dn. Ngy nay hng nam c kh?ang 50.000 cu?n sch m?i in v pht hnh( Eric Yavebaum, 2005, PR kit for dummies) Tuy v?y m?t b?n tin cng ty s? l d?ng c? h?u hi?u d? gi? lin l?c v?i khch hng v cng chng c?a cng ty(hay t? ch?c)

    54. V d? tham kh?o(Case study) B?n tin c?a cng ty d?u nh?n Vilube B?n tin c?a ngn hng ng

    55. Quy?t d?nh kh? v k? c?a b?n tin T? 4 d?n 8 trang gi?y kh? A 4 l v?a. K? xu?t b?n: nn 3 thng 1 l?n( ng xu?t b?n m?i thng) ( N?u m?i nam in 2 s? th khch hng s? khng quan tm. N?u in hon 6 k? th khng c?n,v gi?a 4 k?, cng ty c th? s? d?ng cc hnh th?c PR khc nhu bo, di, brochures, catalogues)

    56. T?o danh sch thu?ng xuyn Khch hng hi?n t?i Khch hng cu Khch hng ti?m nang hi?n t?i Khch hng ti?m nang cu Khch hng dang k di h?n( hi?n t?i, d gia h?n, khng gia h?n) Nhn vin cng ty Danh sch ngu?i bn, d?i l Danh sch cc d?ng nghi?p Cc nh tu v?n, cc tr th?c, v nh?ng ngu?i d?u dn c?a cc l?nh v?c lin quan Danh sch cc ngu?n tham kh?o Danh sch bo,di( ngu?i c? th?)

More Related