basic pr - bmg training

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BASIC PRand THE PORTRAIT OF A

PROFESSIONAL PR PRACTITIONER

Version Vietnamese


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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


ESSENTIAL SIGNS

No smoking

Keep silence when neccessary

No mobile in classroom

Toilet on the right side of classroom


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


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.


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


Lecturing time at BMG

2 classes = 4 hours


PR Theories


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


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


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?


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


Communication modules of PR


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.


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.


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.


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


PR in relations of an organization


Types of relationships


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


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


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


PR Channels

• What else?


Discussion & Activities

• Which media for which public?

• 7 min


PR types


Ground of Classification

• Subject of PR activities

• Object of PR activities

• Organizational PR


Subject of PR activities – Brand Centric

• Classes:

• Corporate PR

• Product/Services PR

• People PR

• Tools/Media:

• Traditional tools

• Marketing tools


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.


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)


• 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


Organizational PR

• Internal PR• Staff

• Managerial level

• Etc.

• External PR• Community

• Press & Media

• Government

• Etc.


PR situation 2010


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


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


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