This document provides an overview of public relations (PR) and the skills needed to be a PR professional in Vietnam. It discusses definitions of PR, types of PR including corporate PR and customer-centric PR, the PR situation in Vietnam in 2009 and 2010, and the growth of new media. The key skills highlighted for PR professionals are writing press releases, speaking, relationship building, strategy development, and event organization.

1. BASIC PR and THE PORTRAIT OF A PROFESSIONAL PR PRACTITIONER Version Vietnamese

2. BMG International Eduacation training programs have been registered There must be approval document of BMG for external usage of this material For further information about this license, please contact via [email_address] Hotline: (08) 2244 6267

3. 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

4. ESSENTIAL SIGNS No smoking Keep silence when neccessary No mobile in classroom Toilet on the right side of classroom

5. 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

6. SUBJECT OBJECTIVES This subject is designed to help you: Understand deeply PR definition. Understand the role of PR in the process of brand developing. PR types in Vietnam. PR 2009 and 2010 situation forecast. Know the portrait of a professional PR Practitioner in Vietnam.

7. CONTENTS PR Theories PR as an element of an organization PR types in Vietnam PR 2009 and PR 2010 Forecast Wrap-up and discussion session

8. Lecturing time at BMG 2 classes = 4 hours

9. PR Theories

10. 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

11. 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

12. The purposes of PR Corporate communication/pr can be divided into three categories (van Riel,1995) Management communication - involves all levels of management internally plus external roles such as chairmen and chief execs who perform a symbolic role Marketing communication - all those activities that come under promotion including advertising, direct sales, direct marketing and sales promotion 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?

13. 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. M odel 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

14. Communication modules of PR

15. 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.

16. 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.

17. 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.

18. PR principles Biggest rule: Relations!!! Medium: It is about the story Approach: Honesty is the best policy Method: Dialogue, Conversation, Communication not Propaganda! Play role: Understand your role as a common party Implementation: Research & Prepare

19. PR in relations of an organization

20. Types of relationships

21. 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

22. 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

23. 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

24. PR Channels What else?

25. Discussion & Activities Which media for which public? 7 min

26. PR types

27. Ground of Classification Subject of PR activities Object of PR activities Organizational PR

28. Subject of PR activities – Brand Centric Classes: Corporate PR Product/Services PR People PR Tools/Media: Traditional tools Marketing tools

29. 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.

30. 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)

31. 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

32. Organizational PR Internal PR Staff Managerial level Etc. External PR Community Press & Media Government Etc.

33. PR situation 2010

34. 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

35. 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

36. Thank you for your listening. Any further inquiries about lecturers and training program, please contact via below channels Email: info@bmg.edu.vn Hotline: 2244 6267 www.bmg.edu.vn