I. KHI QUT V PR 1. Khi qut v Public Relations (PR) 1.1.PR l g? 1.2.Ngun gc PR 1.3.Nhng hot ng ca PR 1.4.

Khc nhau c bn gia PR v Marketing 1.5.Phn bit qung co v PR II. VAI TR CA PR TRONG MARKETING 1. Khi qut v Marketing 1.1.Marketing l g? 1.2.Nhng yu t trong Marketing 1.3.Vai tr ca Marketing 2. ngha ca PR trong Marketing 3. Thc trng v gii php cho nhng hot ng PR doanh nghip trong v ngoi nc 4. Tng lai ca PR III. KT LUN

PUBLIC RELATION What is it? Public relation is a management tool that create positive relationship through communication with the people upon whose support the success of the business depends. The word people in the definition may include any of several possible publics: customer, investors, employees, suppliers, distributors, competitors, the government etc. Public relations practice is the art of social science in analyzing trends, predicting their consequences, counselling organization leaders and implementing planed programs of action which will serve both the organization and public interest. Public relations is the management function concerned all communication. It includes understanding issues, and analyzing public attitudes which may have an impact on an organization, and planning and implementing communication initiatives. (The World Assembly of Public Relations Associations PR handbook, Jim.R.Macnamara, Prentice Hall Australia, 1996 )

So when PR is particular useful? There are 3 cases which you need use PR: 1. Announcing a new product: PR create news whichs sets off a buzz 2. Rejuvenating an old product: PR devices useful for breathing life into an old product eg. Sponsoring a concert, hosting a seminar, contributing to a community charity. 3. When you have a small budget and cannot afford advertising. 4. As a memory aid people remember a well-written piece while advertising is cluttered. Creates word-of-mouth feedback and discussion. 5. When a company launch a complicated product: PR allows a more comprehensive explaination. 6. Its better for a 3rd party to pat you on the back in order to enhance reputation. 7. PR provides the necessary minute-by-minute communication.
The public relations industry faces massive changes as media fragments and the Internet enables consumers to fundamentally redefine their relationship with an organisation. Its a hugely exciting time for the industry. Since its early development as a management discipline, public relations practice has been based on a model of command and control. Its a classical definition that places a brand at the centre of an organisational diagram surrounded by a passive audience. that media fragmentation and the rise of Internet-driven communication is returning public relations to its roots as a means for an organisation and its brands to engage with the public in a two-way process. But the public relations industry for its part, is locked into systems and processes that have become industrialised over the past 60 years. The public relations industry took a wrong turn in the 1950s or early 1960s. The leadership and vision provided by early professionals has since been squandered. In Two-Way Street, published in 1948, Eric Goldman describes the three stages of the development of corporate communication during the period from 1900 to the time of the publication of his book. Goldmans contention is that communication between an organisation and its audiences developed through three stages during the first half of the twentieth century: 1. 2. 3. Initially spin aimed at duping the audience; Secondly publicity that aimed to build awareness through hype, and; Thirdly two-way communication aimed at building engagement.

Its uncanny how these same stages can just as easily be applied to public relations in the second half of the 20th century and the 21st century: spin, publicity or media relations, and most recently direct audience engagement. Shortly after the publication of Goldmans book the public relations industry became obsessed about communicating with the public via the proxy of mainstream media rather than direct public engagement.

The rise of mass media, namely television, in the 1950s, and its ability to provide a shortcut to mass audiences, brought about a fundamental change in the style of organisational communication.

60-years on, changes in consumer behaviour enabled by the Internet and the fragmentation of mainstream media are forcing organisations back to Goldmans twoway street.
As public relations practitioners we can find these audiences easier than ever before. We can listen to the conversations that they are sharing. And we can figure out the most appropriate content and channels to engage. The public relations industry is attempting to modernise and reinvent itself. Broadening its reach beyond traditional media relations as a proxy to engage with audiences will be critical to future success. It is inevitable that as media continues to fragment because of technological change, and consumer behaviour becomes increasingly participatory, that organisations must change how they communicate. Organisations are recognising the opportunity to communicate directly with audiences. But for many this simply involves simply dumping content on newswires, websites and Twitter feeds with little thought of engagement. Its broadcasting. Consumers for their part are open about their likes and dislikes and are quick to vent their frustration at brands via networks such as Facebook, Google+ and Twitter. They cannot, and should not, be ignored. The writing is on the wall, and more than likely it is a Facebook wall. Brands that fail to engage with their audiences in these new ways are on a path to self-destruction. Any gap between a customers expectation of a product and its reality will drive a conversation on the social web. The evidence is scattered across the Internet for search engines to uncover. Content then, in its many forms and across many media, is the fuel of reputation. Applying it to best effect is not just about broadcasting it to whoever will listen. Direct engagement with an audience is the first step on the journey to building reputation through modern, two-way media. It appeals to a fundamental basic human need to be social, and as media continues to evolve in ways that support sustained dialogue, then the one-way street will lose its appeal. Its not just because old media amounted to audiences being told rather than being engaged, but because communication that fosters strong relationships doesnt really work that way.

No one enjoys spending time with an individual that only talks about themselves. Think about the times that you have been stuck in the corner of a room at a party with a self-obsessed person. How long did it take you to make your excuses and head to the bar? We all want to share our experiences and our needs. Exactly the same premise applies in organisational communication. If a brand broadcasts to its audience with no effort to engage, the audience will have a very limited attention span. But if, instead, the brand makes an effort to understand the concerns of its audience, and not just entertain and inform them but even inspire, it will earn attention. Better still, if it strikes the right chord it will be rewarded with influential recommendation through word-of-mouth endorsement, in all its modern forms. From engagement to participation However you go about building a relationship with your audience, it wont be easy. But then relationships are rarely straightforward. But it is worth the effort. The benefit of truly participating with your audience is incredibly powerful for brand purposes. It is the root of fostering respect and ultimately building the right reputation, insofar as you can command it. Is it possible for a brand to have such an intimate relationship with an audience? I think so. Every bit of evidence points to the fact that consumers are fixated with media in its many forms, and that brands are of persistent interest to them. Social networking is now one of the biggest occupations on the web. Weve already past the position where more people are on social networks than arent in the West, and still subscriber numbers continue to grow. Modern public relations workflow So what does this mean for the future of our industry? My belief is that the future of public relations lies in a participative relationship between a brand and its audience. That is achieved by understanding the audience and building editorial influence across all forms of applicable media. This should start with a detailed planning exercise to identify and understand your audience, and then build an editorial content plan that forms the basis of engagement, and beyond that, participation. Then determine the best ways to communicate with your audience. That will almost certainly involve direct engagement via social forms of media but it will almost certainly include more conventional forms of media, owned or branded media and integration with other forms of marketing. It will require an integrated service model embracing monitoring, planning, channels, communities, content and measurement. It will also demands agile management that is capable of assembling organisational structures and skilled teams to match the challenge of each assignment.

A brand cannot control its reputation any longer, if indeed it ever could, but it can gain, or take, command. But only if it understands the media and its audience intimately, is authentic and creates the right content. That, of course, is just the opening gambit of a conversation, and the brand must be ready to engage in dialogue rather than hiding when the going gets tough. But with clear insight, considered wisdom, sound ability to execute and an unhindered view of the desired outcome, brands have so much to gain. Its an incredibly exciting time for the public relations industry.