1. Corporate PR

2. Corporate PR / corporate communication is managing an
organization’s internal & external communications & relations to
maintain, protect & promote corporate’s reputation and image
across a wide range of sectors
Definition
Public Relations
It’s about managing a company’s relationships
with the public
vs

3. Definition
 Managerial functions
 Operative function
 Advisory function

4. Investors
Keep current investors happy, secure new investment...
 Government
Get a ‘license to trade’, reduce regulation...
 Local community
Planning permission, reduce complaints...
 Media
Get exposure to win custom, reduce any negative press...
Consumers
Persuade customers to buy your products or services…
 Employees
Equip staff to do their job, keep best employees…
External
InternalContents
To whom?

5. Contents
Corporate
Reputation
Managements
Social
responsibility
Crisis
Management
Emotional
Appeal
Financial
performance
Products &
Services
Vision &
Leadership
Workplace
Environment

6. Case study Internal corporate communication
From 16/4, all FPT members can
directly send greetings, register
records on the occasion of
celebrating "Niềm tin FPT - 1/4 thế
kỷ" on the specialized site
http://25.fpt . com.vn

7. Vietcombank branch of Quang Ngai held a gratitude
Conference for 600 customers include retail banking
units paid through bank's account.
Financial PerformanceCase study
2013, despite the difficult economic situation, but
Vietcombank Quang Ngai still achieve high growth rates.
Total loans Vietcombank Quang Ngai end of 2013 is up to
nearly 9,500 billion, increase 30% compared to 2012.
Among them, the contribution of the retail banking
sector is 830 billion, the highest ever. Amount of raising
capital reached a rather impressive 2,800 billion, which
accounted for 50% retail volume.

8. Case study Emotional Appeal
The Body Shop holds a lot of campaigns
to emotionally prove that the true beauty
comes as naturally,
both from the outlook and from the
actions

9. Crisis
Crisis management
The crisis started with a piece of news on Sai Gon Giai Phong that
accused Nutifood of using poor materials on manufacturing
 - Contact with trustworthy presses (Thanh Nien, SGGP,
Nguoi Lao Dong, Cong An, Phap Luat TP.HCM…) to
momentarily pause reporting unverified news
 Ask for the community to wait for official
announcement
 Hold press conference to clarify the issue
 Strongly & widely deliver the good result of the press
conference to the community
 Testimonials of the related authorities
Crisis management 2004Case study

10. Dream The Blues
Samsung-Chelsea FC
In 2013, Samsung has upgraded Samsung-
Chelsea FC club, a platform for football
loving kids, and fit it into the global
campaign, named “Dream The Blues.” The
main concept is Samsung helps football
loving children in each country to start
their dream while participating in the
football camps.Corporate Social Responsibility
Case study

11. Dream The Blues
Samsung ‘s mission is to provide
consumers with the most memorable
football experience in connection with
Samsung & Chelsea
Tailored to Vietnam, Samsung TV plays
an actively supporting role in
accomplishing the mission
Corporate
AV
Samsung brand’s role: accelerating
discoveries and opportunities.
OBJECTIVE
Strengthen & integrate Samsung TV’s role into the campaign

12. Real-time Updates on key media
VNE HOMEPAGE
THANHNIEN ONLINE HOMEPAGE TUOITRE HOMEPAGE
ZING HOMEPAGELAODONG HOMEPAGE

13. HTV
VTV
AVG

14. P h ư ơ n g V i
P h ú C ư ờ n g