VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS PHAN DINH HOANG SOME PUBLIC RELATIONS SOLUTIONS FOR FPT UNIVERSITY IN 2011 - 2012 Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS SUPERVISORS: Dr. TRAN DOAN KIM Hanoi - 2011 VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS PHAN DINH HOANG SOME PUBLIC RELATIONS SOLUTIONS FOR FPT UNIVERSITY IN 2011 - 2012 Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisors: Dr. Tran Doan Kim Hanoi - 2011 TABLE OF CONTENT ACKNOWLEDGEMENT. ii LIST OF FIGURES.viii LIST OF ABBREVIATONS.
Objectives and aims. Contributions to the essay. Main structure of the essay. 4 Chapter 1: PR theoretical bases.4 CHAPTER 1: PR THEORETICAL BASES.2 Importance of PR.1 Role of PR in enterprise.2 Roles of PR in marketing.3 Development and implementation procedure of a PR program.4 – Procedures of a PR program.6 Corporate Social Responsibility (CSR) and PR’s responsibility.39 CONCLUSTION OF CHAPTER 1.41 CHAPTER 2: ANALYSIS OF CURRENT PR SITUATION IN FPT UNIVERSITY ( FU ).1 Brief of FPT University.2 Operation principles of FPT University.3 Assessment on messages sent to customers.1 Interview the public about FU objectives.4 Target community group of FPT.5 Analysis of current PR situation in FU.1 Current PR situation in FU.2 “Go Mass” strategy of FU.3 CSR development and application in FU.6 - PR situation assessment in FU.63 CONCLUSTION OF CHAPTER 2.65 CHAPTER 3: SOLUTION PROPOSAL OF NEW PR PROGRAM FOR FPT UNIVERSITY IN 2011-2012.1 Proposal of solution.2 Building program for FPT by PENCILS.1 - Define targets for PR program.2 Define the community groups and propose execution methods.3 Propose execution methods.4 CSR in FU.
79 CONCLUSTION OF CHAPTER 3. 81 LIST OF FIGURES Figure 1: Model of an event organization. 38 Figure 3: Pie chart. 59 Figure 4: Pencils model.
67 8 LIST OF ABBREVIATONS PR: Public relations CSR: Corporate social responsibility FU: FPT University HSB: Hanoi School of Business SEO: Search Engine Optimization RSS: Really Simple Syndication IT: Information technology BBA: Bachelor of Business Administration 9 INTRODUCTION 1. The problems PR has been established and developed for a very long time, it always develop in parallel with sales and trade of human beings under different forms and names. It plays an important role in enterprise. To survive and develop, the enterprise shall have a strong PR which works on the base on operational principles and will be changed from time to time due to the actual circumstances.
In globalization progress, PR plays more and more important role in broadcasting brand and building prestige for the business. Nowadays with information technology boom, invention and development of internet are the major factor altering PR activities, making it changed and create new trends in operations. In order to be able to exploit effectively PR’s benefits, the enterprise shall be aware of new trends to have absolute exploitation method. Our country currently has transferred to market economy.
competition requirements has made the branding be considered as the top priority of the enterprise, to the capture of new trends of PR therefore is imperative issue that businesses in our country need to perform. Integration into large trade organizations such as WTO, AFTA. makes commercial activities more freedom, businesses must compete fairly, so building a position for business name plays more and more important role in their survival and development in all sectors. Education business is a sector with new and special characteristics emerged in recent years in our country.
During subsidy period, brand promotion, prestige building in the education institutions was not paid attention to because at that time all of them were under the control of the 1 state. With the development of the country, however a series of semi-public and public institutions have been established. The brand promotion and prestige building for training institutions are gradually concerned and play an important role in any institution from public to semi-public institutions. PR however has been recognized in training facilities for a relatively short time, the awareness of PR is not sufficient.
The growth speed of the existing training institutions has been gradually results in “the competition of institutions”, thus requirements for brand promotion and prestige building of these institutions shall be paid special attention. FPT University is a private training institution which was newly formed for short time but base on documents I found that FPT University has recognized the importance of building brand, build credibility and given the right assessment on PR roles, thence it sets up programs to bring high efficiency. However as a newly formed institution, FPT University is still facing many challenges, PR problems need effective implementation methods in order to help it develop more strongly in future, becoming the best training university in Vietnam. From the above requirements, through the time of study and learn at FPT University, I choose the topic of my graduation thesis: “Some PR solutions for FPT University in 2011 – 2012.” I hope that the topic will contribute a solution to help FPT University develop strongly and sustain ably.
Due to limited understanding and a personally subjective perception there are still inevitable shortcomings in this essay. I am very happy to perceive contribution of teachers and friends to complete and put it into practice. Objectives and aims The essay aims at: Assessing current situation of PR at FPT University and giving solutions to PR program for FPT University in 2011 – 2012. The scope In study scope, the essay focuses on issues related to construction method of a PR program for enterprises and organizations.
Study PR in FPT University. Data sources Use and present information and statistics of University of FPT used to study and main figures in the period 2005 – 2009. Study method The dialectical materialism and historical materialism method are applied throughout the essay In addition to documentation study methodology, statistical analysis, typical comparison and survey, collection and real data analysis methods (both secondary and primary data). Besides secondary data (secondary data), the author also collected primary data (through in-depth interviews of a number of subjects as described in Chapter 2) used to achieve the objectives of the thesis.
Methods: analysis, synthesis, statistical data and actual survey data processing, interview is considered the most basic methods. Contributions to the essay The essay is contributed theoretically and practically by: 3 Applying general PR ideas, principles and theories to analyze theoretic issues in business administration. Pointing out and analyzing the most critical and imperative PR issues needed to be solve in FPT University. Analyzing, forecasting and proposing to select the most important viewpoints, objectives of FPT University.
Proposing PR program as well as a breakthrough solution to develop PR programs at FPT University. Main structure of the essay The essay is made of 85 pages, including: Introduction, conclusion and reference documents. The essay is composed as follows: Chapter 1: PR theoretical bases Chapter 2: Analysis of the current PR situation in FPT University (FU) Chapter 3: Solution proposal of new PR program for FPT University in 2011-2012 4 CHAPTER 1: PR THEORETICAL BASES 1.1 PR concept We can see the presence of PR in many different aspects from Dong Ky Firecracker Festival, Lim Festival of Love Duet village which are traditional cultural activities but still perform PR for local industries, “Movement of singing dominates bombs”, “Youth with three readiness” - Women with three charges” .which are very effective PR activities to propagate optimistic, patriotic spirit as well as policy orientation of the state in wartime. Tree Planting Tet initiated by Uncle Ho is also a community activity to advocate environmental protection in a very attractive, alluring and successful way.
So what is PR? There are many different concepts of PR, the reason for this is: PR is quite large, present in many living areas, all commercial or non- commercial organizations. It exists whether we want it or not, otherwise it is out of our decisions. PR includes all communications with people who contact organizations. All individuals in the society is using PR, unless they are completely isolated and without contact with humans.
So far, there are many definitions of PR, according to the book of Frank Jefkins [3] stated 3 definitions which are accepted internationally and familiar with PR professionals. The definition of the Institute of Public Relations (IPR - Institute of British Public Relations) as follows: “PR is a deliberate, planned and sustained effort to establish and maintain understanding between an organization and its public." 5 This definition emphasizes PR activities which are organized as a campaign or program therefore continuous effort; it is unable to exist without a plan. The second definition is Frank Jefkins [3]: “PR includes all forms of planned communications, both inside and outside the organization, between an organization and its public in order to achieve specific goals related to mutual understanding.” Frank Jefkins wanted to highlight aspect in which PR activity is operated with specific objectives (not just the mutual understanding in general) and so we can evaluate success or failure of a PR campaign based on goals already set. In a meeting between PR press correspondent academics from many countries took place in Mexico City in August 1978, everyone agreed the following statement: “PR is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest” This definition focuses on application of study methods prior to plan PR and social aspects of an organization.
An organization will be assessed by its interest and responsibility for public interests. PR related to the credibility and reputation of the organization. However there are some PR viewpoints of some other researchers as follows: 6 According to Fraser P. Seite [9], an American expert on PR, the PR is a process which establishes influence on thinking, awareness of the community through positive qualities presented in an appropriate style, based on the communication of two-way satisfaction.
Point view of Vi.org [16] encyclopedias page as follow: Public relations or communication or public (Public Relations, PR for short) is the fact that an agency or business organizations actively manage public communication relationships to build and maintain its positive image. The public relations activities include promotion of success, mitigation of failure impacts, announcement of changes, and many other activities. From the point of views stated we can summarize general concept of PR as follows: PR is a system of principles and activities linked organically and consistently to build: - An image: such as Kentucky Fried Chicken's image of Colonel Senders - a an old man with white hair who is honorable, gentle, easygoing with all family members from small to the elderly like Kentucky Fried Chicken products. ”drugs are bad”, PR campaign which is to popularize this concept can use images of suffering addicts, families of addicts as well as assessment of professionals (doctors, police .) to highlight bad effect of drug addiction.
It is possible to use one or more famous people who are adored as a young singers, musician, and successful businessmen to raise their voice of against drug addiction. Heineken is the beer brand of successful people. To achieve this impression Heineken is consistent in all its activities: sponsor “King” sport as golf and tennis, classical music. 7 - A trust: “Please select Hillary Clinton to be the New York senator because she cares about women rights.” But to be succeed, then the above activities must be towards a specific target group and focused on a specific subject which can make a product (milk), or a brand (Vinamilk) a company (Unilever), a policy (regulation on wearing helmet while driving a motorbike), a country (Vietnam - Destination of the new millennium), even a personal (Singer - Lam Truong).
The professional PR is not a demagogic activity because one of the first PR standards is the moral standard. A good PR activity is an activity which make objects understand and evaluate exactly and positively nature of the subject of such activities.