unit 8. e_commerce english

8/22/2019 Unit 8. E_commerce English

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PUBLIC RELATIONS PROCESS1. Public relations (n) : quan h cng chung2. Practitioner (n) : ngi ang thc hanh mt ky nng3. Acronym (n) : t vit tt4. Research (n)/(v) : nghin cu5. Action (program planning) (n) : hanh ng va k hoach6. Communication (execution) (n) : truyn thong7. Evaluation (n) : anh gia8. Budget (n) : ngn sach9. Poll (n) : s thm do/bo phiu10. Objective (n) : muc tiu11. Conceptualize (v) : khai nim hoa12. News release (n) : thng cao bao chi/ng tin/phat tin13. Press kit (n) : tp t liu dnah cho bao gii14. News conference (n) : cuc ho p bao15. Media interview (n) : phong vn trn cac phng tin

16. Brochure (n) : tp sach nho (quang cao)17. Newsletter (n) : ban tin18. Blueprint (n) : k hoach chi tit19. Implementation (n) : s thc thi (= execution)20. Motivate (v) : thuc y21. Mutual (a) : ln nhau22. Constitute (v) : cu thanh23. Perception (n) : s nhn thc24. Checklist (n) : ban lit k nhng muc cn kim tra25. Adequately (adv) : mt cach thoa ang26. Primary audience (n) : khan thinh gia c ban/u tin/chu yu

27. Secondary audience (n) : khan thinh gia loai hai28. Unforeseen (a) : khng bit trc, bt ng

When the terminology public relations is discussed, various images come to mindsof different people. For example, public relations practitioners who never have professionaltraining in colleges may think that public relations is a marketing tactic. In some countrieswhere the concept of public relations is not well developed, the works of public relations areeven seen as party planners or tour guides. Public relations is a process that is a series ofactions, changes or functions that bring about a result. One popular way to describe the

process and to remember its components is to use the RACE acronym, first articulated by

John Marston in his book The Nature of Public Relations.Essentially, RACE means thatpublic relations consists of four key elements: Research. What is the problem or situation? Action (Program planning). What is going to be done about it? Communication (Execution). How will the public be told? Evaluation. Was the audience reached and what was the effect?

The first step in the process is research. In basic items, research is a form of listening.Broom and Dozier, in their book Using Research in Public Relations, say, Research is thecontrolled, objective and systematic gathering of information for the purpose of describingand understanding, Before any public relations program can be undertaken, information must

be gathered and data must be collected and interpreted. Only by performing this first step canan organization begin to make policy decisions and map out strategies for effectivecommunication programs. Various types of research can be used to accomplish anorganizations objectives and meet its need for information. The choice of what type of


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research to use really depends on the particular subject and situation. As always, time andbudget are major considerations. Consequently, many questions should be asked beforeformulating a research design:

What is the problem? What kind of information is needed? How will the results of research be used? What specific public should be researched? Should the organization do te research in-house or hire an outside cousultant? How will the research data be analyzed, reported, or applied? How soon will the results be needed? How much will the research cost?

These questions will help the public relations person determine the extent and natureof the research needed. In some cases, only informal research may be required because of itslow cost or the need for intermediate information. In other cases, a random scientific surverymay be selected despite its cost and time requirement because political candidate may want toknow exactly where he or she stands in the polls.

The second step of the public relations process, following research, is programplanning. Before any public relations activity can be implemented, it is essential thatconsiderable thought be given to what should be done and in what sequence to accomplish anorganizations objectives. A good public relations program should be an effective tool tosupport an organizations relations program should be an effevtive tool to support anorganizations business, marketing, and communications objectives. In other words, publicrelations should be strategic. As Boom and Dozier say in their text Using Research in Public

Relations, Strategic planning is deciding where you want to organizations direction,avoiding drift and routine repetition of activities. A practitioner must think about asituation, analyze what can be done about it, creatively conceptualize the appropriatestrategies and tactics, and determine how the results will be measured. Planning also involvesthe coordination of multiple methods news releases, special events, Web pages, press kits,CD-ROM distribution, news conferences, media interviews, brochures, newsletters, speechesand so on to achieve specific results. Systematic planning prevents haphazard, ineffectivecommunication. Having a blueprint of what is to be done and how it wil be executed makes

programs more effective and public relations more valuable to the organization.The third step in the public relations process, after research and planning, is

communication. This step, also called execution, is the most visible part of the public relationswork. In public relations program, communication is the implementation of a decision, the

process and the means by which objectives are achieved. The goals of the communicationprocess are to inform, persuade, motivate or achieve mutual understanding. To be an effective

communicator, a person must have basic knowledge of (1) what constitutes communicationand how people receive message, (2) how people process information and change theirperceptions, and (3) what kinds of media and communication tools are most appropriate for aparticular message.

The final step of the public relations process is evaluation. It is the process whichinvolves assessing the preparation, implementation and results of a public relations program

(Newsom and Turk, 2004). This means that it involves not only determining the results ofthe program but also assessing the effectiveness of program preparation and implementation.It is noticeable that the public relations process should be examined on a long-term basis.Dont wait until the end of the public relations to determine how it will be evaluated.According to Albert L. Schweitzer at Fleishman-Hillard public relations Evaluating

impact/results starts in the planning stage. You break down the problem into measurable goalsand objective, then after implementing the program, you measure the results against goals.


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Although goals may vary, the following checklist contains the basic evaluation questions thatany practitioner should ask:

Was the activity or program adequately planned? Did the recipients of the message understand it? How could the program strategy audiences reached? Were all primary and secondary audiences reached? Was the designed organizational objective achieved? What unforeseen circumstances affected the success of the program or activity? Did the program or activity fall within the budget set for it? What steps can be taken to improve the success of similar activities?

QUAN H CNG CHNG

Khi thut ng "quan h cng chng" c tho lun, hnh nh khc nhau n tmtr ca ngi khc nhau. V d, cc hc vin quan h cng chng khng bao gi c o

to chuyn nghip trong cc trng cao ng c th ngh rng quan h cngchng l mt chin thut tip th. Trong mt s quc gia m cc khi nim v quan h cngchng cng khng phi l pht trin, cc tc phm ca quan h cng chng thm chcn c coi l nh hoch nh bn hoc hng dn vin. Quan h cng chng l mt qutrnh - l mt lot cc hnh ng, thay i hay chc nng mang li mt ktqu. Mt s cch m t qu trnh v ghi nh thnh phn ca n l s dng cc t vittt RACE, u khp ni ca John Marston trong cun sch ca ng Bncht ca cng Relations.Essentially, RACE c ngha l quan h cng chng bao gm bn yut chnh:

Nghin cu. Cc vn hoc tnh hung l g? Hnh ng (Chng trnh lp k hoch). iu g s c thc hin vn? Truyn thng (Thi). Lm th no cng chng s c thng bo? nh gi. L khn gi v nhng g t hiu qu?

Bc u tin trong qu trnh l nghin cu. Trong cc mc c bn,nghin cu lmt hnh thc lng nghe. Broom v Dozier, trong cun schca h s dng nghincu trong quan h cng chng, ni, "Nghin cu l thu thp c kim sot, khchquan v c h thng thng tin cho mc ch m t v hiu bit,"Trc khi bt k chngtrnh quan h cng chng c th c thc hin, thng tin phi c thu thp v d liu phic thu thp v din gii. Ch bng cch thc hin bc u tin mt t chc c th btu a ra quyt nh chnh sch v bn ra cc chin lc cho cc chng trnh truynthng hiu qu. Cc loi nghin cu c th c s dng thc hin mc tiu ca t

chc v p ng nhu cu ca n bit thng tin. Vic la chn loi nghin cu sdng thc s ph thuc vo cc vn c th tnh hnh. Nh mi khi, thi gian v ngnsch c cn nhc chnh. Do , nhiu cu hi cn c hi trc khi xy dng mt thitk nghin cu:

Vn l g? C nhng loi thng tin l cn thit? Lm th no kt qu nghin cu s c s dng? Nhng g c th no cn c nghin cu? Nn t chc lm nghin cu t trong nh, hoc thu mt cousultant bn ngoi? Lm th no cc d liu nghin cu s c phn tch, bo co, hoc p dng khng

Lm th no sm kt qu s l cn thit? Bao nhiu chi ph nghin cu?


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Nhng cu hi ny s gip cc quan h cng chng ngi xc nh mc v tnhcht ca cc nghin cu cn thit. Trong mt s trng hp,ch c nghin cu chnh thc cth c yu cu v chi ph thp hocnhu cu thng tin trung gian. Trong trng hpkhc, mt survery ngu nhin khoa hc c th c la chn mc d gi thnh ca n v yucu thi gian bi v chnh tr ng c vin c th mun bit chnh xc ni m ngi ng trong cc cuc thm d.

Bc th hai ca qu trnh quan h cng chng, sau nghin cu, l "chngtrnh quy hoch". Trc khi bt k hot ng quan h cng chng c th c thc hin, iuquan trng l t tng ng c trao cho nhng g nn c thc hin v trong trnht hon thnh mc tiu ca t chc. Mt tt quan h cng chng chng trnh phi lmt cng c hiu qu h tr cc chng trnh quan h ca mt t chc phi l mt cngc effevtive h tr kinh doanh ca t chc, tip th v truyn thng ca mc tiu. Ni cchkhc, quan h cng chng cn c chin lc. Khi Boom v Dozier ni trong vn bn cah s dng nghin cu trong quan h cng chng, "chin lc quy hoch l vic quytnh ni bn mun hng ca t chc, trnh " tri dt " v lp li thng xuyn cc hotng". Mt hc vin phi suy ngh v mt tnh hung, phn tch nhng g c th c thchin v n, sng to khi nim v cc chin lc thch hp v chin thut, v xc nh kt

qu s c o. K hoch cng bao gm s phi hp ca nhiu phng php - pht hnh tintc, s kin c bit, cc trang Web, cc b dng c bo ch, CD-ROM phn phi, hi nghtin tc, phng tin truyn thng phng vn, t ri, bn tin, bi pht biu v nh vy tc kt qu c th. H thng lp k hoch ngn nga ln xn, giao tip khng hiuqu. C mt k hoch chi tit v nhng g phi lm v lm th no n c thc thi wil lmcho cc chng trnh hiu qu hn v cng chng c gi tr hn t chc cc mi quan h.

Bc th ba trong qu trnh quan h cng chng, sau khi nghin cu v lp khoch, l truyn thng. Bc ny cng thc hin c gi l, l phn d thy nht ca cngtc quan h cng chng. Trong chng trnh quan h cng chng, truyn thng l vic thchin cc quyt nh, quy trnh v cc phng tin m mc tiu l t c. Cc mc tiu caqu trnh giao tip l thng bo, thuyt phc, ng vin hoc t c s hiu bit lnnhau. tr thnh mt ngi giao tip hiu qu, mt ngi phi c kin thc c bn v (1)nhng g to truyn thng v cch mi ngi nhn c tin nhn, (2) cch mi ngi x lthng tin v thay i nhn thc ca h, v (3) nhng loi phng tin truyn thng v cccng c truyn thng c nht thch hp cho mt tin nhn c bit.

Bc cui cng ca qu trnh quan h cng chng c nh gi. " l qu trnhlin quan n vic nh gi vic chun b, thc hin v kt qu ca mt chng trnh quan hcng chng" - (Newsom v Turk, 2004). iu ny c ngha rng n khng ch lin quan nvic xc nh cc kt qu ca chng trnh m cn nh gi hiu qu ca chng trnhchun b v thc hin. ng ch l qu trnh quan h cng chng nn c xem xt trn c

s lu di. ng ch i cho n khi kt thc mi quan h cng chng xc nh lm th

no n s c nh gi. Theo Albert Schweitzer L. Fleishman-Hillard ti quan h cngchng "nh gi tc ng / kt qu bt u trong giai on lp k hoch. . Bn ph v ccvn thnh cc mc tiu o lng c v khch quan, th sau khi thc hin chng trnh,bn o lng kt qu i vi mc tiu "Mc d mc tiu c th khc nhau, cc danh schkim tra sau y c cu hi nh gi c bn m bt k hc vin nn hi:

L hot ng hoc chng trnh k hoch y ? C nhng ngi nhn ca tin nhn hiu n? Lm th no c th chng trnh khn gi chin lc t? C phi tt c cc khn gi tiu hc v trung hc t? C phi thit k t chc t c mc tiu?

Nhng trng hp b nh hng khng lng trc c s thnh cng ca chngtrnh, hot ng? C chng trnh, gim hot ng trong phm vi ngn sch thit lp cho n?


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Nhng bc c th c thc hin ci thin s thnh cng ca hot ng tngt?

unit 8. e_commerce english

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