PUBLIC RELATION TRONG MARKETING - MIX

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PUBLIC RELATION TRONG MARKETING - MIX 1 Th.S DINH TIEN MINH TOÅNG QUAN BAØI TRÌNH BAØY 1. Khaùi quaùt veà Public Relation (PR) 2. Khaùi quaùt veà Marketing - Mix 3. PR ñoùng vai troø gì trong Marketing-Mix ? 4. PR höõu duïng trong nhöõng tình huoáng naøo ? 2 Th.S DINH TIEN MINH 1 1. KHAÙI QUAÙT PR ... 1.1. PR laø gì ? 1.2. Haõy cho bieát 5 lyù do chính vì sao maø moät doanh nghieäp caàn phaûi laøm PR ! 1.3. Khaùc nhau cô baûn giöõa Marketing vaø PR laø gì ? 1.4. Khaùc nhau cô baûn giöõa quaûng caùo vaø PR laø gì ? 1.5. Möôøi caâu hoûi ñeå quyeát ñònh xaây döïng moät chöông trình PR 3 Th.S DINH TIEN MINH 1.1. PR LAØ GÌ ? Theo baïn, PR nghóa tieáng Vieät laø gì? Laøm PR nghóa laø laøm gì? 4 Th.S DINH TIEN MINH 2 PUBLIC RELATIONS – WHAT IS IT ? “Public Relations is a management tool that creates positive relationships through communication with the people upon whose support the success of the business depends.” These “people” may include any of several possible publics: customers, investors, employees, suppliers, distributors, competitors, the government etc. 5 Th.S DINH TIEN MINH PUBLIC RELATIONS – WHAT IS IT ? Public relations practice is the art of social science in analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which will serve both the organization and public interest. The World Assembly of Public Relations Associations – PR handbook, Jim R. Macnamara, Prentice Hall Australia, 1996 6 Th.S DINH TIEN MINH 3 PUBLIC RELATIONS – WHAT IS IT ? Public relations concerned all is the management communication. It function 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 7 Th.S DINH TIEN MINH P.R LAØ: ƒ Chöùc naêng quaûn trò ñaùnh giaù thaùi ñoä cuûa caùc ñoái töôïng coù lieân quan. ƒ Xaùc ñònh caùc chính saùch vaø thuû tuïc (cuûa caù nhaân hay toå chöùc) coù aûnh höôûng ñeán lôïi ích cuûa caùc ñoái töôïng naøy. ƒ Thöïc hieän chöông trình haønh ñoäng ñeå giaønh ñöôïc söï thoâng hieåu vaø tin töôûng. ƒ Khoa hoïc veà haønh vi cö xöû cuûa coâng ty, haønh vi gaén chaët phuùc lôïi coâng ty vôùi phuùc lôïi xaõ hoäi. 8 Th.S DINH TIEN MINH 4 VAI TROØ PR: ƒ Xaây döïng vaø naâng cao moät hình aûnh tích cöïc veà coâng ty trong caùc giôùi coù lieân quan. ƒ Taïo moái lieân heä chaët cheõ giöõa hình aûnh coâng ty vaø caùc hình aûnh saûn phaåm khaùc nhau cuûa coâng ty. 9 Th.S DINH TIEN MINH YEÂU CAÀU ÑOÁI VÔÙI NGÖÔØI LAØM PR: Tö chaát -Coù Khaû naêng khaû naêng hôïp taùc -Coù khaû naêng toå chöùc -Soáng hoaø ñoàng -Saùng taïo -Ham hoïc hoûi 10 -Bieát laäp keá hoaïch, döï truø kinh phí. -Khaû naêng vieát vaø ñaêng baùo. -Khaû naêng chuïp aûnh, video. -Toå chöùc vaø laøm trieån laõm. -Nghieân cöùu thò tröôøng. -Khaû naêng kieám taøi trôï. -Khaû naêng laøm MC… Th.S DINH TIEN MINH 5 1.2. VÌ SAO DOANH NGHIEÄP CAÀN LAØM PR ? Haõy cho bieát 5 lyù do vì sao caàn laøm PR ? Will PR kill advertising ? 11 Th.S DINH TIEN MINH 1. TGÑ P&G Ed Arts nhaän xeùt: “Ngöôøi tieâu duøng ngaøy nay khoâng chæ muoán bieát veà saûn phaåm maø hoï coøn muoán hieåu roõ hôn veà coâng ty saûn xuaát ra saûn phaåm ñoù”. 2. Moät nhaø laõnh ñaïo coâng ty quaûng caùo lôùn: “Lôïi theá caïnh tranh beàn vöõng duy nhaát cuûa baát kyø ngaønh kinh doanh naøo chính laø danh tieáng cuûa noù”. 12 Th.S DINH TIEN MINH 6 1. 2. 3. 4. 5. 6. 7. 8. 9. 13 Th.S DINH TIEN MINH 1. 2. 3. 4. 5. 6. 14 PR introduces your identity PR gets you noticed PR enhances credibility PR enhances your role in a community Paves the way for the sale of products & services Creates internal motivation among employees Provides new opportunities for the Organization Helps manage change Helps overcome executive isolation by keeping management informed PR laøm cho ngöôøi tieâu duøng nghó ñeán coâng ty vôùi moät hình aûnh tích cöïc trong caùc giôùi coù lieân quan. PR taïo moái lieân heä chaët cheõ giöõa hình aûnh coâng ty vaø hình aûnh saûn phaåm (OMO & Confort). PR cuõng coá cho quaûng caùo. PR khoâng vì muïc tieâu lôïi nhuaän maø laø “quaûn lyù hình aûnh” cuûa mình. Noù giuùp tieáp caän NTD gaàn guõi hôn. Taêng khaû naêng nhaän bieát cuûa NTD veà saûn phaåm, dòch vuï cuûa coâng ty. Naâng cao kieán thöùc veà saûn phaåm/ dòch vuï cho khaùch haøng tieàm naêng. Th.S DINH TIEN MINH 7 “IT IS BETTER TO BE FIRST THAN IT IS TO “CREATE A NEW CATEGORY BE YOU CAN BE FIRST IN” BETTER” Al Ries & Laura Ries Al Ries & Laura Ries Some examples: z Band-Aid, the first adhesive bandage. z Charles Schwab, the first discount stock brokerage firm. z CNN, the first cable news network. z Coca-Cola, the first cola. z Dell, the first personal computer sold direct. z Domino’s, the first home delivery pizza chain. z ESPN, the first cable sports network. z Gatorade, the first sports drink z Gore-Tex, the first breathable waterproof cloth. z Heineken, the first imported beer. z Hertz, the first car-rental company. z Hoover, the first upright vacuum cleaner. z IBM, the first mainframe computer. z Intel, the first microprocessor. z Jello, the first gelatin dessert. z Kentucky Fried Chicken, the first fastfood chicken chain. z z z z z z z z z z z z z z z z z z z z 15 Kleenex, the first pocket tissue. National Enquirer, the first supermarket tabloid. • Palm, the first handheld computer. Pizza Hut, the first pizza chain. Playboy, the first men’s magazine. PowerBar, the first energy bar. Q-Tips, the first cotton swab. Red Bull, the first energy drink Reynolds Wrap, the first aluminum foil. Rollerblade, the first in-line skate. Rolex, the first expensive Swiss watch. Samuel Adams, the first microbrewed beer. Saran Wrap, the first plastic food wrap. Snackwell’s, the first fat-free cookie. Softsoap, the first liquid soap. Sun Microsystems, the first Unix workstation. Taco Bell, the first Mexican food chain. Tide, the first detergent. Time, the first newsweekly magazine. Xerox, the first plain-paper copier. Th.S DINH TIEN MINH Conclusion: How do you become the leader? You launch a new category you can be first in. It doesn’t have to be a big technological advance. “Sometimes the simple ideas are the easiest to get into the mind”. 16 Th.S DINH TIEN MINH 8 PR ñem laïi lôïi ích gì ? z Naâng cao uy tín coâng ty vaø xaây döïng hình aûnh ñeïp trong coâng chuùng. z Taêng khaû naêng nhaän bieát cuûa ngöôøi tieâu duøng veà saûn phaåm, dòch vuï. z Naâng cao kieán thöùc veà saûn phaåm, dòch vuï. z Thay ñoåi nhaän thöùc cuûa ngöôøi tieâu duøng veà saûn phaåm, dòch vuï. z PR laø R.A.C.E (Research – Action – Communication – Evaluation) 17 Th.S DINH TIEN MINH 1.3. KHAÙC NHAU GIÖÕA MARKETING & PR CEO Marketing PR Product Price Promotion Public Place During ordinary times … 18 Th.S DINH TIEN MINH 9 Vai troø PR trong Marketing-Mix z z PR should be an integral part of the marketing-mix. PR & advertising go hand in hand. They are both necessary if you want to ensure that your message is heard. Many new products have failed simply because there is no build up or market education and hence advertising spend was a waste of money. 19 Th.S DINH TIEN MINH z z 20 Yes, PR plays a tactical role in the marketing mix BUT it is now becoming a full strategic partner in the marketing process. WHY? – Marketers have realised that it is not enough to build awareness & recognition you also have to build relationships. Only PR can do this. – PR is less expensive than advertising because there are no production costs, media purchase costs. Th.S DINH TIEN MINH 10
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