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Lpkhoch PRThS. Ng Trng Thanh

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Giithiu

Nghin cu

Lpkhoch

Giao tip

nh gi

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Ni dung bi ging

Lpkhoch nghacalpkhoch Cc thnh phncachng trnh PR

Lpk Bnkhoch PRhoch

Khoch PRVin nghin cu &otoqung co (ARTI)

Tholun nhmCase study

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Lpkhoch

Lm sao bit chng Chng ta angta n? u?

Lm thno Chng ta mun

n? nu?

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nghacaviclpkhoch

Thitlpmc tiu cho cc hotng PR

Khoch PR

Ngn nga tnh khng h thng (do nguhng) & km hiu qu cng tc PR cgi tr hn i vi t chc

Bit cc hotng PR stin hnh

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Ni dung chnh cakhoch PR

Tchcmuntciu g?Mc tiu

Tchcmun giao tipviai? Cng chng mc tiu

Tchcmungiao tipiu g? Thng ip

Tchcsthcthi giao tipnhthno?Chinlc/chinthuttruyn thng

Lm thno bittchc lm ng?

nh gi

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Thnh phn chnh chng trnh PR

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Tnh thPR

T chc phi tin hnh mt chng trnhchn chnh khc phc mt vn haytnh hung xu

Phn nh v

iu kin, honcnh mi trng Tchccntin hnh mtchng trnhbn trong v cth no bn ngoi ca

tchc

Tchcmuntngcngbov danhting v snghca cng chng

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Phn tch tnh th

Xc nhvn/chi[di gc Mcch PR/truyn thng](problems/opportunities)

Thng tin nghin cuu vo Nu vn: Ci g (vn/chi),u,Cch thckhi no, ai lin quan/bnhhng,nhth

hin no, v sao l vn/chiivitchc Lm sng tvn/chi

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Phn tch tnh th

Phn tch SWOT

Nhn tbn trong(chnh sch, quy trnh,hotng lin quan immnh imyu

nvn/chi) (Strength) (Weakness)

Nhn tbn ngoi(thng tin v cc itng lin quan: h Chi eda

bit g, cmnhnnh (Opportunity) (Threat)thno, lm g ivivn,chi)

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Mcch &mc tiu

Mcch Mc tiu

m chnkt Cc bctqu bao qut cmcchnh tnh, mang nhlng,ngnvs.tnh di hn hn VD: Get Ausie VD: Increase

students more awareness of theinvolved in their environmentallocal environmental issues facing WAcauses among the regions

high school studentsby 15% by Dec 10

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2 loimc tiu

Mc tiu thng tin Mc tiu ngc(informational) (motivational)

Thng tin cho cng Sthay i thichng v tos v tc ng lnnhnbitvmt hnh vi ca cngvn,skinhoc chng

vs.snphm no VD: nhnc VD: snxut v 80% snghcaphn pht 100 bn CBCNV ivihtin nib trong nm thngqun l cht2010 lng T12/2010

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Quy tcthitlpmc tiu

Specific Measurable

R rng, nh gi,cth olngc

Timed S.M.A.R.T Achievable

Theo khungthi gian Kh thi

Realistic

Giiquyttnh th/vn

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Cng chng mc tiu

Cng chng chnh (primary)2 nhm cng Cng chng ph (secondary)

chng

c xc nh thng qua nghin cuThng tin nhn khuhc & tm lhc:c tnhtui,gii tnh, av, thu nhp,nicng; lisng,s thch

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Chinlc

M t cch thctcmc tiuNntng xy dngchng trnh ngha

chinthut

Chinlc hnh ng: thay i chnh2 hpphn sch hotng hay kinh doanhChinlctruyn thng: cch thc

cachinlc truyn thng bao qut (overall guideline)PR cntin hnh

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Chinthut

Cc hotngc thc thc thi trin khai chinlc,ttc cc nghamc tiu ra

Truyn thng kim sotSdng cc Truyn thng khng kim sotcng c Skin/Titr

Giao tip c nhntruyn thng

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Cn nhclachnchinthut

Thch hp Kh thi

Tipcnci Trin khai ctng cng chng mc

tiupng ngn schv thi gian

To nn sc tc ngmong mun

Ngun nhn lcng tin cy v c

khnngnhhngchuynti thng ip

Ni dung, sc thi,hiu ng ph hp vithng ip

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Mc tiu, chinlc,chinthut

Mcch

Mc tiu Mc tiu

Chinlc Chinlc Chinlc Chinlc

Chin Chin Chin Chin Chin Chinthut thut thut thut thut thut

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Lch trnh

Thi gian cachindch(Timing of a campaign)

Trnh tcc hotng(Scheduling of tactics)

Tnghplch trnh cc hotng (Compiling a calendar)

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Tnghplch trnh

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Ngn sch

Thitkchng trnh trcricncvo lp ngn schPhng php lpngn sch Da vo ngn sch c thit

kmtchng trnh tngng

Chi phchng trnh (trctip)

Chi ph nhn sv hnh chnh

Tng ngn sch

Dphng (Contingency)

h

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nh gi

nh gi hiuqucanhngnlctruyn thng thchin ngha

nhhng/tcngti cng chng rasao?

Phi xc thc, tin cy,cthLin hmtthitvimc tiu:Tiu chnhMc tiu thng tin?

gi Mc tiu ngc?

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Bnkhoch PR (Plan/Proposal)

Tm tt cho lnh o (Executive summary)

Gii thiu tng quan (Background) Phn

tch tnh th (Situation analysis) Mc

Thng ip chnh (Key messages)

Cng chng mc tiu (Target publics)

ch v mc tiu (Goals/Objectives)

B k h h PR ( )

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Bnkhoch PR (tt)

Chinlc (Strategies)

Chinthut (Tactics)

Phlc (nu c)

Lch trnh (Schedule)

Ngn sch (Budget)

nh gi (Evaluation)