PUBLIC RELATION TRONG
MARKETING - MIX
1 Th.S DINH TIEN MINH
TOÅNG QUAN BAØI TRÌNH BAØY
1. Khaùi quaùt veà Public Relation (PR)
2. Khaùi quaùt veà Marketing - Mix
3. PR ñoùng vai troø gì trong Marketing-Mix ?
4. PR höõu duïng trong nhöõng tình huoáng naøo ?
2 Th.S DINH TIEN MINH
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1. KHAÙI QUAÙT PR ...
1.1. PR laø gì ?
1.2. Haõy cho bieát 5 lyù do chính vì sao maø moät doanh
nghieäp caàn phaûi laøm PR !
1.3. Khaùc nhau cô baûn giöõa Marketing vaø PR laø gì ?
1.4. Khaùc nhau cô baûn giöõa quaûng caùo vaø PR laø gì ?
1.5. Möôøi caâu hoûi ñeå quyeát ñònh xaây döïng moät chöông
trình PR
3 Th.S DINH TIEN MINH
1.1. PR LAØ GÌ ?
Theo baïn, PR nghóa tieáng Vieät laø gì?
Laøm PR nghóa laø laøm gì?
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PUBLIC RELATIONS – WHAT IS IT ?
“Public Relations is a management
tool that creates positive
relationships through
communication with the people upon
whose support the success of the
business depends.”
These “people” may include any of several possible publics:
customers, investors, employees, suppliers, distributors,
competitors, the government etc.
5 Th.S DINH TIEN MINH
PUBLIC RELATIONS – WHAT IS IT ?
Public relations practice is the art of social science in
analyzing trends, predicting their consequences,
counseling organization leaders, and implementing
planned programs of action which will serve both the
organization and public interest.
The World Assembly of Public Relations Associations –
PR handbook, Jim R. Macnamara, Prentice Hall Australia, 1996
6 Th.S DINH TIEN MINH
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PUBLIC RELATIONS – WHAT IS IT ?
Public relations is the management function
concerned all communication. It includes
understanding issues, and analyzing public attitudes
which may have an impact on an organization, and
planning and implementing communication
initiatives.
The World Assembly of Public Relations Associations –
PR handbook, Jim R. Macnamara, Prentice Hall Australia, 1996
7 Th.S DINH TIEN MINH
P.R LAØ:
Chöùc naêng quaûn trò ñaùnh giaù thaùi ñoä cuûa caùc ñoái
töôïng coù lieân quan.
Xaùc ñònh caùc chính saùch vaø thuû tuïc (cuûa caù nhaân
hay toå chöùc) coù aûnh höôûng ñeán lôïi ích cuûa caùc ñoái
töôïng naøy.
Thöïc hieän chöông trình haønh ñoäng ñeå giaønh ñöôïc
söï thoâng hieåu vaø tin töôûng.
Khoa hoïc veà haønh vi cö xöû cuûa coâng ty, haønh vi
gaén chaët phuùc lôïi coâng ty vôùi phuùc lôïi xaõ hoäi.
8 Th.S DINH TIEN MINH
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VAI TROØ PR:
Xaây döïng vaø naâng cao moät hình aûnh tích cöïc veà
coâng ty trong caùc giôùi coù lieân quan.
Taïo moái lieân heä chaët cheõ giöõa hình aûnh coâng ty
vaø caùc hình aûnh saûn phaåm khaùc nhau cuûa coâng ty.
9 Th.S DINH TIEN MINH
YEÂU CAÀU ÑOÁI VÔÙI NGÖÔØI LAØM PR:
Tö chaát Khaû naêng
-Coù khaû naêng hôïp taùc -Bieát laäp keá hoaïch, döï truø
-Coù khaû naêng toå chöùc kinh phí.
-Soáng hoaø ñoàng -Khaû naêng vieát vaø ñaêng
-Saùng taïo
baùo.
-Khaû naêng chuïp aûnh,
-Ham hoïc hoûi
video.
-Toå chöùc vaø laøm trieån laõm.
-Nghieân cöùu thò tröôøng.
-Khaû naêng kieám taøi trôï.
-Khaû naêng laøm MC…
10 Th.S DINH TIEN MINH
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1.2. VÌ SAO DOANH NGHIEÄP CAÀN LAØM PR ?
Haõy cho bieát 5 lyù
do vì sao caàn
laøm PR ?
Will PR kill
advertising ?
11 Th.S DINH TIEN MINH
1. TGÑ P&G Ed Arts nhaän xeùt: “Ngöôøi tieâu duøng
ngaøy nay khoâng chæ muoán bieát veà saûn phaåm
maø hoï coøn muoán hieåu roõ hôn veà coâng ty saûn
xuaát ra saûn phaåm ñoù”.
2. Moät nhaø laõnh ñaïo coâng ty quaûng caùo lôùn: “Lôïi
theá caïnh tranh beàn vöõng duy nhaát cuûa baát kyø
ngaønh kinh doanh naøo chính laø danh tieáng
cuûa noù”.
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1. PR introduces your identity
2. PR gets you noticed
3. PR enhances credibility
4. PR enhances your role in a community
5. Paves the way for the sale of products &
services
6. Creates internal motivation among employees
7. Provides new opportunities for the
Organization
8. Helps manage change
9. Helps overcome executive isolation by keeping
management informed
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1. PR laøm cho ngöôøi tieâu duøng nghó ñeán coâng ty
vôùi moät hình aûnh tích cöïc trong caùc giôùi coù
lieân quan.
2. PR taïo moái lieân heä chaët cheõ giöõa hình aûnh
coâng ty vaø hình aûnh saûn phaåm (OMO &
Confort).
3. PR cuõng coá cho quaûng caùo.
4. PR khoâng vì muïc tieâu lôïi nhuaän maø laø “quaûn
lyù hình aûnh” cuûa mình. Noù giuùp tieáp caän NTD
gaàn guõi hôn.
5. Taêng khaû naêng nhaän bieát cuûa NTD veà saûn
phaåm, dòch vuï cuûa coâng ty.
6. Naâng cao kieán thöùc veà saûn phaåm/ dòch vuï cho
khaùch haøng tieàm naêng.
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“IT IS BETTER TO BE FIRST “CREATE A NEW CATEGORY
THAN IT IS TO BE YOU CAN BE FIRST IN”
BETTER” Al Ries & Laura Ries
Al Ries & Laura Ries Kleenex, the first pocket tissue.
Some examples:
National Enquirer, the first supermarket
Band-Aid, the first adhesive bandage.
Charles Schwab, the first discount tabloid. •
stock brokerage firm. Palm, the first handheld computer.
CNN, the first cable news network. Pizza Hut, the first pizza chain.
Coca-Cola, the first cola. Playboy, the first men’s magazine.
Dell, the first personal computer sold PowerBar, the first energy bar.
direct.
Domino’s, the first home delivery pizza Q-Tips, the first cotton swab.
chain. Red Bull, the first energy drink
ESPN, the first cable sports network. Reynolds Wrap, the first aluminum foil.
Gatorade, the first sports drink Rollerblade, the first in-line skate.
Gore-Tex, the first breathable Rolex, the first expensive Swiss watch.
waterproof cloth.
Heineken, the first imported beer. Samuel Adams, the first microbrewed beer.
Hertz, the first car-rental company. Saran Wrap, the first plastic food wrap.
Hoover, the first upright vacuum Snackwell’s, the first fat-free cookie.
cleaner. Softsoap, the first liquid soap.
IBM, the first mainframe computer. Sun Microsystems, the first Unix
Intel, the first microprocessor. workstation.
Jello, the first gelatin dessert. Taco Bell, the first Mexican food chain.
Kentucky Fried Chicken, the first fast- Tide, the first detergent.
food chicken chain.
Time, the first newsweekly magazine.
Xerox, the first plain-paper copier.
15 Th.S DINH TIEN MINH
Conclusion:
How do you become the leader? You
launch a new category you can be
first in. It doesn’t have to be a big
technological advance.
“Sometimes the simple ideas are
the easiest to get into the mind”.
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PR ñem laïi lôïi ích gì ?
Naâng cao uy tín coâng ty vaø xaây döïng
hình aûnh ñeïp trong coâng chuùng.
Taêng khaû naêng nhaän bieát cuûa ngöôøi tieâu
duøng veà saûn phaåm, dòch vuï.
Naâng cao kieán thöùc veà saûn phaåm, dòch
vuï.
Thay ñoåi nhaän thöùc cuûa ngöôøi tieâu duøng
veà saûn phaåm, dòch vuï.
PR laø R.A.C.E (Research – Action –
Communication – Evaluation)
17 Th.S DINH TIEN MINH
1.3. KHAÙC NHAU GIÖÕA MARKETING & PR
CEO
Marketing PR
Product
Promotion
Price Public
Place
During ordinary times …
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Vai troø PR trong Marketing-Mix
PR should be an integral part of the
marketing-mix.
PR & advertising go hand in hand. They
are both necessary if you want to ensure
that your message is heard. Many new
products have failed simply because there
is no build up or market education and
hence advertising spend was a waste of
money.
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Yes, PR plays a tactical role in the
marketing mix BUT it is now becoming a
full strategic partner in the marketing
process.
WHY?
– Marketers have realised that it is not
enough to build awareness &
recognition you also have to build
relationships. Only PR can do this.
– PR is less expensive than advertising
because there are no production costs,
media purchase costs.
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1.4. KHAÙC NHAU GIÖÕA QUAÛNG CAÙO & PR
Quaûng caùo PR
-Nhaém vaøo khaùch haøng -Nhaém vaøo nhieàu ngöôøi
tieàm naêng ñang vaø seõ lieân quan
-Thöôøng ñöôïc ñaêng treân -Ñaêng treân caùc baùo mang
caùc baùo coù soá löôïng aán tính tö vaán, baùo töôøng, tôø
phaåm lôùn böôùm
-Kinh phí cao -Kinh phí thaáp hôn QC
-Tìm caùch taïo döïng vaø duy -Tìm caùch giôùi thieäu, daãn
trì hình aûnh saûn phaåm ñeå daét coâng chuùng ñeå hình
thuyeát phuïc khaùch mua thaønh tri thöùc vaø söï hieåu
bieát ñuùng ñaén veà coâng ty
21 Th.S DINH TIEN MINH
1.5. ĐOÁI TÖÔÏNG VAØ CAÙC HOAÏT ÑOÄNG PR
Nhaân vieân Baùo chí
Coå ñoâng
Gia ñình Truyeàn hình
Cô quan
Luaät phaùp
Ñoái taùc
Toå chöùc
Taøi chính
COÂNG Ñoái thuû
Caïnh tranh
Coâng ñoàng
Ñòa phöông TY
Nhaø cung
caáp
Nhaø
Saûn xuaát
Ngöôøi
Toå chöùc Tieâu duøng
Xaõ hoäi Chính quyeàn Nhaø
phaân phoái
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10 ñoái töïông cuûa PR
Quan heä vôùi caùc cô quan truyeàn thoâng
(information Org-Media Relations/
Quaûng caùo coâng ty-Publicity)
Quan heä vôùi caùc cô quan coâng quyeàn
(Gov-Org-relations – Lobbying)
Quan heä vôùi khaùch haøng (General
Public/ Consumer relations)
Quan heä vôùi caùc nhaø cung caáp (Supplier
relations)
Quan heä vôùi caùc nhaø ñaïi lyù, trung gian
phaân phoái (Distributor relations)
23 Th.S DINH TIEN MINH
10 ñoái töïông cuûa PR (tt)
Quan heä ñoái vôùi caùc ñoái thuû caïnh tranh
(Competitor relations)
Quan heä vôùi caùc toå chöùc, ñoaøn theå
(Organization/ NPO relations)
Quan heä vôùi giôùi hoaït ñoäng xaõ hoäi
(Citizen Action Public – Community
relations)
Quan heä vôùi caùc giôùi ñaàu tö/ giôùi taøi
chính (Financial Public – Investor
relations)
Quan heä vôùi caùc nhaân vieân trong coâng
ty (Internal relations).
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Moät soá hoaït ñoäng PR
– Quan heä baùo ñaøi
– Tham quan cô sôû
– Hoaït ñoäng xaõ hoäi
– Toå chöùc söï kieän
– Taøi trôï
– Taøi lieäu
– Giaûi quyeát khuûng hoaûng
25 Th.S DINH TIEN MINH
Soá Löôïng Chuyeân Vieân PR Treân Theá Giôùi
1950: 19,000
1960: 31,000 – +63%
1970: 76,000 – +145%
1980: 126,000 – +66%
1990: 162,000 – +28%
2000: 197,000 – + 21%
Sources: Effective Public Relation
website
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Soá löôïng chuyeân vieân PR treân theá giôùi
theo lónh vöïc
Coâng ty SX, coâng nghieäp, haøng tieâu duøng,
taøi chính, baûo hieåm, giaûi trí: 52%
Coâng ty PR, quaûng caùo, caù nhaân haønh ngheà
rieâng leû: 20%
Vieän, cô sôû giaùo duïc, ñaøo taïo: 10%
Beänh vieän, dòch vuï chaêm soùc taïi nhaø: 8%
Chính quyeàn caùc caáp: 5%
Caùc toå chöùc töø thieän, …: 5%
27 Th.S DINH TIEN MINH
1.6 When PR is particularly useful
Announcing a new product: PR
creates “news” which sets off a “buzz”
Rejuvenating an old product: PR
devices useful for breathing life into an
old product eg. Sponsoring a concert,
hosting a seminar, contributing to a
community charity.
When you have a small budget &
can’t afford advertising
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As a memory aid - people remember a
well-written piece while advertising is
cluttered. Creates word-of-mouth
feedback & discussion
For a complicated product: PR allows
a more comprehensive explanation
To enhance reputation: it’s better for
a 3rd party to pat you on the back
In a crisis: PR provides the necessary
minute-by-minute communication
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