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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
8/3/2019 lap ke hoach PR
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Lpkhoch
Lm sao bit chng Chng ta angta n? u?
Lm thno Chng ta mun
n? nu?
8/3/2019 lap ke hoach PR
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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
8/3/2019 lap ke hoach 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
8/3/2019 lap ke hoach PR
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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
8/3/2019 lap ke hoach PR
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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
8/3/2019 lap ke hoach PR
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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)
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