Corporate public relations involves implementing effective internal communication and external reputation management. It encompasses corporate citizenship, ethics, and communication. Vinamilk conducted a successful CSR campaign providing free milk to underprivileged children, achieving positive social and business results. When Tiki.vn's online promotion event failed due to technical issues, the CEO personally apologized, acknowledging mistakes and regaining user trust. FPT maintains cultural values of respect, innovation, and teamwork through publications, traditions, and work environment initiatives that foster staff attachment to the company.

1. BICH VAN & HOANG LAN

2. WHAT IS CORPORATE PR?
Corporate public relation is a factor for every company to implement
public relations practise within established organisation through
effective internal corporate communication, experience and the
expertise to protect and promote corporate reputation and corporate
image of an organisation across a wide range of sectors.

3. Elements of Corporate Public Relations
Corporate citizenship Corporate ethics
Corporate
communication
The legal status of a corporation
in the jurisdiction in which it was
incorporated
Management function or
department, like marketing,
finance, or operations, dedicated
to the dissemination of
information to key
constituencies, the execution of
corporate strategy and the
development of messages for a
variety of purposes for inside and
outside the organisation
A form of applied ethics or
professional ethics that
examines ethical principles and
moral or ethical problems that
arise in a business environment

4. Corporate Citizenship Example VINAMILK’S CSR CAMPAIGN “VƯƠN CAO VIỆT NAM”
•Sharing difficulties with underprivileged and malnourished children.
•Helping reduce the ratio of malnourished children nationwide.
Social meaning
•Campaign objective: Provide free 8 milion glasses of milk for kid
•Bussiness short term objective:
Build the image of a company which has strong social responsibility.
Build awareness through the social activitities
Push sale.
Objective
•Build the “Giving free milk journey”: going to poor provinces to give out free milk
•Socialize Vinamilk’s charity fund: buy 1 carton of milk = contribute 60đ in the charity fund
•Build the website: http://www.vuoncaovietnam.com
•Organize a Gala dinner live show auctioning for charity fund.
•Texting to give out milk: every texting to the calling center is contributing free milk for poor kids.
Activites
Result
•Reached the target: on Jan 2012 – give out 8.000 glasses of milk & on 26th May 2012 – give out 1,7 mil
glasses of milk – estimated around 7 bil VND – to Vietnamese poor kids.
•Highly appreciated by society
•Good media effect
•Vinamilk got “Doanh nghiệp tin cậy vì người tiêu dùng” certification & “Thương hiệu quốc gia” prize
in 2012

5. Corporate Communication Example TIKI.VN’S INCIDENT IN “DZỰT CÔ HỒN ONLINE” EVENT
•On August 2013, Tiki.vn – an online book store had an event named “Dzựt
cô hồn online” on their website: http://tiki.vn/dzut-co-hon-online. In
this event, users on Tiki website could get many free stuffs but in a limited
time.
What is it?
•No one could get anything: users couldn’t access the website ‘cause it got overload;
even when they got to the website, every stuffs had run out  The complaints are
everywhere: on Tiki’s facebook & website, on every books’ forums,…  Tiki’s staff
didn’t handle it well while replying with ridiculous reasons  Tiki’s users went furious &
they wanted to boycott Tiki.
What’s the
problem?
•The CEO of Tiki wrote an apologize letter to Tiki users. In the letter, he apologized about the
unprofessional organization of this event, explained clearly every mistakes & acknowledge
their wrong, asking for forgiveness.
•Tiki posted the apologize letter on their facebook & official website: http://tiki.vn/la-thu-tu-ceo-
tiki
What did Tiki do?
Result
•Good action gets rewards; Tiki gets the forgiveness from their users.
•Highly complimented by many media channels.

6. Corporate Ethics Example FPT CULTURAL
•Firstly, FPT Culture is FPT’s Cultural Behavior, is the spirit that the FPT aims to: The
FPT "Respect for individuals - Innovation - Teammates" FPT leaders need to "Chí công -
Gương mẫu - Sáng suốt“.
•The core difference of FPT is accepting people as they are inherent: the strengths,
weaknesses, both good and bad.
•FPT always respect, listen and create conditions for each member to be themselves.
At FPT, subordinates can speak out and communicate on equal level. Listening to
different opinions is how to FPT leaders avoid making wrong decisions and encourage
the spirit of innovation and creativity for the staff.
What are FPT
ethics?
•The value of the fine traditional culture of FPT is propaganda, retention and development through
publications such as history, historiography, collection, newsletters, movies, CDs, poetry, painting,
sculpture and traditional festivals, ...
•Maintaining the traditional day for many years:
“Vì Cộng Đồng” Day - 13/3
“Hướng về Cội nguồn” Day
“Văn nghệ FPT” Day – 19/5
…
•Focusing on developing infrastructure, building a friendly working environment, turning the company
into 2nd house staff. The office block was built in the model of the campus as F-Ville, F-Town, Da Nang
FPT ...
What do they do?
Result
•According to the annual survey is conducted by FPT's commitees, the
staff are linked to the stable development of the FPT shown increasingly
attached to Company