Basic PR - BMG training
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Transcript of Basic PR - BMG training
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
BASIC PRand THE PORTRAIT OF A
PROFESSIONAL PR PRACTITIONER
Version Vietnamese
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
BMG International Eduacation training programs have been registered
There must be approval document of BMG for external usage of this material
For further information about this license, please contact via [email protected]
Hotline: (08) 2244 6267
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
LECTURER INTRODUCTION
• MS DENISE THI
• M.A IN PUBLIC RELATIONS (NEWSCATTLE UNIVERSITY – UK)
• EMERALD – A DIGITAL BASE COMMUNICATION AGENCY (www.digitalmarketing.vn)
• Account Director
• PR jobs: Kaspersky
• Digital based communications projects: PNJ, Netgame Asia, Milo, Beeline, Bless You, Spray, Intel.
• CSR VIETNAM – CONSULTANCY SERVICE
• Director of CSR Vietnam
• Clients: Holcim, Goodyear, Vinamilk,Kaspersky VN, etc.
• Partners: Vietnam CSR Awards 2009, AFCSR, Global Compact Network VN (UN), SDB – VCCI
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
ESSENTIAL SIGNS
No smoking
Keep silence when neccessary
No mobile in classroom
Toilet on the right side of classroom
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
LECTURING RULES
• Listen – No need to write
• Understand the lecture – No need to memorize the lecture
• Keep silence – While lecturer is saying
• Discuss – While the class are in discussion
• Students are centric – Lecturers are instructors
• No need high records – Practice and Application are essential
Learn practically, work professionally TM
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
SUBJECT OBJECTIVES
• This subject is designed to help you:
1. Understand deeply PR definition.
2. Understand the role of PR in the process of brand developing.
3. PR types in Vietnam.
4. PR 2009 and 2010 situation forecast.
5. Know the portrait of a professional PR Practitioner in Vietnam.
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
CONTENTS
1. PR Theories
2. PR as an element of an organization
3. PR types in Vietnam
4. PR 2009 and PR 2010 Forecast
5. Wrap-up and discussion session
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
Lecturing time at BMG
2 classes = 4 hours
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
PR Theories
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
What is PR?
• PR is………………………………………………………………………..
• Key terminology – interaction, co-operation, dialogue, foster goodwill,
minimize conflict, valued relations, mutually beneficial, ongoing, responsible,
reputation, image, communication, optimism, effectiveness
all about relations and reputation
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
Definition of PR
“Public relations is about reputation – the result of what you do, what you say and what others say about you.
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It
is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”
Chartered Institute of Public Relations
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
The purposes of PR
o Corporate communication/pr can be divided into three categories (van Riel,1995)
1) Management communication - involves all levels of management internally plus external roles such as chairmen and chief execs who perform a symbolic role
2) Marketing communication - all those activities that come under promotion including advertising, direct sales, direct marketing and sales promotion
3) Organisation communication - includes the non-marketing elements of PR and internal communication both between employees and to the outside world
• Ask yourself: Total communication needs of an organization, what are they?
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
PR vs MKT
PR MKT
Focus relationships — reducing conflict and improving cooperation
the market — consumers and demand
Values recognition
by decreasing the expenses that are necessary when issues are ignored – Qualitative
by increasing income – Quantitative
Comm. Model 2 way comm 1 way
Jobs Promote good things & control bad things – Understanding
Connect products or services to a particular group or audience – Awareness
Involvers Organization's internal and external stakeholders
Product/Services – its market/ audience
Creativeness Less More
Measure More difficult Easier
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
Communication modules of PR
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PR people, who are they and what they do?
• Help clients understand what is newsworthy and what is not.
• Spend a lot of time with editors pitching ideas, sending memos and following-up with phone calls
about the client, their services or products.
• Call editors to place news, business, lifestyle and feature articles in newspapers, magazines,
trade journals and industry publications.
• Get television and radio producers to do stories on clients.
• Write articles about clients themselves, issues and innovations in their field.
• Create, copy write and maintain websites and website blogs, like this one.
• Copy write and oversee email alerts, newsletters and marketing materials such as reprints of
articles and brochures.
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PR people, who are they and what they do?
• Create fact sheets and press kits, when necessary.
• Copy write and oversee production of print and broadcast advertising.
• Copy write and oversee internal materials such as employee handbooks, how-tos and training
videos.
• Track publication of articles, news stories, etc.
• Arrange introductions to the media for clients so they can be used as sources in future articles.
• Arrange publicity for client events such as seminars, speaking engagements and fund-raisers.
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Must-have things of a standard PR practioner
• Know how to collect Press Information
• Know how to give a speech, to be an MC
• Know how to write a Press Release
• Know how to create and maintain a relationship
• Know how to build a PR strategy and plan
• Know how to organize an event, press conference, conference.
• Know to to manage a crisis
• Know how to write, read, speak and listen to Vietnamese.
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
PR principles
1. Biggest rule: Relations!!!
2. Medium: It is about the story
3. Approach: Honesty is the best policy
4. Method: Dialogue, Conversation, Communication not Propaganda!
5. Play role: Understand your role as a common party
6. Implementation: Research & Prepare
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PR in relations of an organization
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Types of relationships
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PR Publics
• Customers/Consumers
• Employees
• Journalists
• Shareholders
• Government,
• Local Community
• Suppliers/ Contractors
• Business partners/ Distributors
• Special Interest Groups, Pressure Groups
• International, Potential
• Opinion Leaders
• Formers
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PR Channels
• Magazines – to tell a human story, explain a complex issue, convey organisational qualities and status
• Newspapers – tabloid/broadsheet, timely news, hard facts, friendly tips, bonding messages, thread of story – stem from press releases
• Radio/ TV
• Event
• Newsletters – provide facts/comment, decisions/deadlines, calls for action, often sent electronically and/or as hard copy
• Bulletins – digest of what matters most there and then
• Brochures and booklets – for info that may be needed routinely in the future or to address a major current issue
• Notice boards – for fast rotation of information in arresting displays
• Letters – particularly for conveying contractual and other messages that require personal attention and may involve consultation with others
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PR Channels
• Pay-slip notices – for short messages that need to read
• Annual reports – to share the corporate message as a whole, to reflect on year past or look to year ahead
• Telephone/email/text ‘hot lines’ – for immediate enquiries and contributions
• Displays and exhibitions – for more complex or visual messages, three dimensional interpretations, opportunities to linger and ready access to answers
• Advertisements – either hard copy or filmed to convey message or reiterate brand identity
• Campaigns – usually take place over set course of weeks, months or on occasion years, meant to target specific audience group with a specific set of targets and goals to work to
• Website/new media – immediate, most growing area of PR in current climate
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
PR Channels
• What else?
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Discussion & Activities
• Which media for which public?
• 7 min
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PR types
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Ground of Classification
• Subject of PR activities
• Object of PR activities
• Organizational PR
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Subject of PR activities – Brand Centric
• Classes:
• Corporate PR
• Product/Services PR
• People PR
• Tools/Media:
• Traditional tools
• Marketing tools
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Subject of PR activities – Brand Centric
• Features of supplied info.:
• Depend on subject of PR activities
• Along with traditional mindset
• Disadvantages:
• Limited in usage of tools
• Easy to get into 1-way comm.
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Object of PR activities – Customers/Public Centric
• Classes:
• Customers PR
• Government Lobby (GR)
• Community Relations
• Etc.
• Tools/Media:
• Traditional tools
• Marketing tools
• New developed tools (thanks to the
development of technology)
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
• Features of supplied info.:
• Messages are build upon the
needs of objective public.
• Along with new approaches.
• Media
• Traditional media
• New media
• NON-commercial tools Social
plaforms
Object of PR activities – Customers/Public Centric
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
Organizational PR
• Internal PR• Staff
• Managerial level
• Etc.
• External PR• Community
• Press & Media
• Government
• Etc.
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
PR situation 2010
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Media & PR 2009
• Media:
• Commercialization & Tabloidization
• Quantity raise over 600
• Niche market of specialized magazines/newspapers
• PR
• Blooming in various PR and PR-related services
• Increase tools & techniques
• Influence of financial crisis
• Blurring borders between Pro PR and capable PR people
• Violate the nature of “news” and media industry
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
Media & PR 2010
• Media:
• Bigger blooming in numbers of publications
• Change in professional skills of journalists
• PR:
• Return to reserve the core nature of “news”
• Customer centric vs Brand centric
• Social media platforms study and apply
© BMG International Education Học thực tiễn, làm chuyên nghiệp TM
Thank you for your listening.
Any further inquiries about lecturers and training program,
please contact via below channels
Email: [email protected]
Hotline: 2244 6267
www.bmg.edu.vn