CHAPTER I: SITUATIONS, LEVELS AND RULES OF PR SITUATION
Basic situation of PR
“Who are you?” is often a common question that customers ask
Your target thinks about you,
your product or service or your organization.
Whether your business has just started or is already growing,
your target relationship may not reflect the results you hope for.
Why? Maybe it depends on these cases:
A. The situation is not positive
1. Lack of information
2. Indifference
3. Prejudice
4. Competition
Usually, when customers don’t have information,
they don’t understand anything about you
(who you are, where you come from,
what makes you stand out)
then they often appear indifferent to your products and services,
to the existence or presence of your organization,
or even what you are doing for them.
If something bad happens to your product,
service, organization,
or you,
they can easily develop prejudice against you
and not think well of you because you are anonymous.
They even shun or boycott quickly.
They feel your excess,
they don’t want to listen to your explanations
and easily oppose or compete with you to the death.
In business,
you can easily be attacked and eliminated from the market.
Generally, because they lack information
and don’t understand you.
In this situation,
the PR person should find and classify all of them information
and behavior of each specific type of audience,
then provide them with information appropriately
by offering compatible solutions with appropriate PR tools.
With their best efforts,
and a systematic and careful PR plan,
PR people can change the above situation into an advantage
like the following situation:
B. Positive situations
1. Understanding
2. Enjoyment
3. Accept
4. Cooperation
Knowledge is always the basic foundation.
In life as well as in business,
when customers or competitors understand who you are,
they can easily perceive what you are doing,
and better understand the messages you bring to them.
From there, they will not only quickly accept
and be more interested in your product or service,
but also easily agree to your conditions,
regarding price,
quality or the message you offer.
Any doubts,
prejudices or jealousy can be overshadowed
and erased within them.
They can also cooperate with you smoothly in long-term transactions or business.
For that reason,
with carefully planned PR efforts,
the PR person is a key figure who will provide information to customers,
a valuable and essential dish for customers to target.
Understand more about brands,
products and services
and the organization’s existence in the marketplace.
From there, they can easily empathize and be more satisfied,
happier with their choice of products and services
as well as their decision to do business with the organization.
In general, an individual,
an organization or a new name,
a product or services,
or events,
or crises that occur,
are all caused by situation A.
Therefore, keep in mind the above situations,
find your own effective way to
There are better solutions.
However, make sure it is yours,
creative,
responsible and flexible,
do not copy or rigidly use old,
outdated PR methods and processes of some organization.
That would be extremely dangerous,
your PR could easily fail.
Each organization and each individual has its own characteristics, goals,
and abilities own capabilities and uniqueness,
it also depends on space,
time and human resources.
So be true PR people to resolve situation A above in a good way in your way to situation B,
such as your organization’s capabilities and goals.
We can say that PR, PR tools are indispensable,
convenient and wonderful for anyone and any field.
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LOCATE
When you know where you are,
or where your organization is,
if you can determine it,
the solutions you come up with in response to goals
and problems will take different forms.
From there, you will know what your level is.
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PR LEVEL
If considering the time level,
PR activities are understood
and implemented at the following levels,
so the nature and value that PR brings will also be different:
1. Short term
2. Medium term
3. Long term.
If we consider the subject, the form,
nature and benefits of PR will also be different.
PR levels will be distinguished as follows:
1. Personal
2. Group
3. Mass
According to Time form,
PR people will understand and take reasonable actions
to ensure the goals set by that individual or organization.
However, according to the form of Object,
PR person and PR activities have many different meanings,
which need to be studied and analyzed closely
to achieve sustainable brand development results.
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Level 1: Individual
1. Subject: an individual or an organization
2. Implementation: individual,
independent individual or organization
3. Public groups:
localities, customers or individual individuals who need attention
It is the lowest but also the most basic level
where PR practitioners focus more on themselves,
their benefits and advantages with the techniques they can.
They try their best to complete a task or goal,
but also easily give up halfway if they encounter difficulties.
At this level, PR activities are seasonal,
small and mainly serve personal goals,
or simply the goals of a certain organization.
Responsibilities are easily overlooked,
creativity and flexibility are not high.
At this level, PR is seen with myopic eyes.
In an organization, this type of PR is done to make it look like someone else,
is not carefully considered,
creativity and originality are very weak
and do not impress the public,
and even have the opposite effect again.
Unprofessional PR staff
or PR companies are often hired and run small programs with ineffective results,
even affecting organizations in the same industry.
Leaders often take it lightly or are very indifferent,
considering it a normal thing not worth investing in.
Usually, the name of this organization does not have much influence on other organizations
in the same industry
as well as the locality where its offices are located.
At this level,
the public receiving benefits is also very small,
or only a few individuals who bring benefits to that individual or organization.
However, depending on the time goal,
this individual level will have activities to bring brand benefits
to them at different levels.
With special individuals doing PR,
usually artists, singers, actors,
politicians, scientists, etc.,
they often carry out PR with long-term goals
with many different methods.
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Level 2 – Group.
1. Subject: group of people, companies
2. Implementation: clubs, associations, PR companies
3. Audience: a diverse area or public group
Medium level where PR practitioners’ activities revolve
around each other’s policies
or interests or in a small group of organizations,
a few companies together through medium-term,
impactful plans sustainability is not high.
They also understand what PR is,
but because their sense of responsibility is not high,
they often have short and medium-term PR activities and plans,
aimed at optimizing economic benefits rather than developing
and building a sustainable brand.
PR activities here are often subjective
and based on scripture experience,
rarely starting from experts or professional companies
or leaders who do not pay enough attention.
Therefore, when a crisis occurs,
or the effects of PR effectiveness bring about,
they are confused and do not handle it well,
resulting in things getting worse and not being effective.
Brands are also neglected and receive little attention in the minds
of target customers and the general public.
Actually, PR can be done at every level,
and depending on the capacity of each organization.
But at this level,
either because of inadequate investment in their PR activities,
or because the person leading the PR activity has not fully promoted the effectiveness of their plan,
because they are bound by responsibility,
budget, human resources and other factors.
At this level,
the target audience of PR often benefits relatively complete.
Other entities are the main organizers of PR activities,
but the same industry can also benefit from them,
although not very high.
It is difficult for the general public to benefit much from that PR activity,
because the main message of this activity is the target audience in the same industry and field.
For example, activities from financial banking associations,
tourism, oil and gas, sports clubs, music, fashion, etc.
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Level 3 – Mass
1. Subject: corporations, large organizations
2. Implementation: group of PR experts in various fields
3. Audience: almost the entire public
It is the highest level with the most humane and fundamental meaning,
and easily reaches the ultimate goal of PR activities.
It is made possible by creative ideas and professional,
responsible and dynamic PR people.
Activities are often long-term,
with the purpose of creating a lasting impression and bringing long-term,
broad benefits to the public on a large and deep scale.
All PR efforts are to benefit the community along
with that organization or individual.
At this highest level, it can be said that a wise soul,
a sense of responsibility and professional knowledge have brought comprehensive benefits
to both the organization itself and the public.
PR activities at this level are usually carried out
by a professional PR department compiled
by organizations in various fields
or undertaken by a professional company,
with great support from influential circles such as the government, media,
international professional organizations and the public.
It is seriously invested and carefully prepared.
Of course, the level of budget
and scale of the organizational unit are also very large.
For example, humanitarian, relief,
or health care activities for the international community of large organizations
and international charity funds.
Brand and favor from public groups after these PR campaigns
like this are often considered highly effective and good,
unless there are small details after the PR campaign
that the PR person cannot control,
for example,
taking care of the media;
disturbing information on the internet;
Failure to fulfill commitments to customers or the public as promised.
That is the first meaning
when we talk about PR levels from smallest,
least influential to largest, highest impact.
But the second basic meaning is equally important,
which we must pay attention to
in order to have very satisfactory results,
whether you or a small organization has noticed
and implemented it carefully and seriously.
Genuine PR activities want to have a big reputation,
a big impact,
and the brand’s influence is always impressive in large
and deep target public groups.
So how wide and deep is it?
That is, every individual in each target audience group will also be understood
and sympathized with the message
that the PR campaign carries out.
It means that each individual feels benefited
and deeply understands from that PR activity.
It also means that individuals must truly feel and experience it.
Because each individual creates a group,
each group creates a community.
Therefore, if PR activities are effective for each individual,
the whole community will certainly have good effects from that activity.
This also means that,
if every individual,
PR person, management board
and employee in an organization is interested in PR
or pays attention to the reputation of the organization,
then surely,
the image,
brand Their organization’s brand will always be beautiful,
and they personally will always be impressed
and proud when outsiders recognize that organization.
Each PR level has different difficulties and advantages.
PR leaders or practitioners should consider carefully
and know what level of PR they belong to.
Successful good PR is PR that can make different components of different public
groups converge in one direction,
understand and love the brand from the message
that PR activities give.
Therefore, No matter what level,
PR practitioners must pay attention to two directions,
the individual and the general public.
We do not harm each other’s interests for either side.
We should not worry about building the company’s brand
but forget the legitimate welfare of the employees
who work hard for the organization.
We should not always forget our friends
who are working in the same profession for the sake of our own organization.
Therefore, the public is the foundation,
the individual is the goal.
Solving this problem well in PR activities will give PR practitioners a better
and deeper comprehensive view
when identifying related issues to concern and there are better solutions in job.
Here, personal PR – (see next page) should also be mentioned and noted for each person.
Each individual should learn and see PR
as a good way for their own lifestyle.
Each person is on an individual level,
so depending on your abilities and conditions,
build your reputation and create good relationships.
From there, the group, community,
or place where we work will be like-minded,
like-minded people,
creating a PR environment,
a place that harmonizes relationships, narrows all gaps,
and works together enjoy common benefits,
live a peaceful,
happy and prosperous life.
At that time,
it is easier for someone
who wants to reach the highest level of PR level,
because they understand what a good and durable path is.
A beauty wants
To become Miss World,
she must at least be recognized by a small community,
or region, or country where she lives.
Because that is the foundation
and momentum for her to step forward.
Business is the same,
our products or services must be experienced
and loved by each customer
in order to have a loyal customer community love to use,
and spread far and wide.
Therefore, each individual should be a PR,
to have a better life,
where the whole community understands, maintains
and builds good relationships and develops better together.
That is the true meaning of PR today,
the century of PR.
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UNIQUENESS
What makes you remember a place, a person,
a service, a product, a company, a country,
a song, a movie or something else?
When you answer this question,
it means you know how to make someone miss you or your product or service.
Usually, for people,
a characteristic,
a way or a valuable contribution in the community is an impressive highlight in their minds.
For products and services,
use value often creates a good view in the minds of customers, especially,
it meets their needs at that time.
So when positioning you must know what is unique about you
or how to create that unique thing based on your qualifications
and abilities in the plan.
Unique means your reputation,
personal brand or product or service.
You can die,
the product or service can go wrong at one point,
but your brand,
but your company reputation will help you survive.
Your customers will support you.
Don’t forget who you are,
don’t forget good behavior towards the public or customers.
Try to position a good image in the minds of customers.
Good spirit is always a unique thing.
There are types of PR:
past, present and future.
Everything is move.
Everyone is changing with time.
You are constantly thinking.
Your PR will change from the past,
present and future.
As a result,
your TMR or your relationships also change,
sometimes internally,
sometimes externally and sometimes both.
The difference here is what stands out more.
Therefore, when you have a PR plan,
you must pay attention to the changing characteristics of PR over time,
so that uniqueness always appears.
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PRINCIPLES OF PR CAR PRINCIPLES
CAR – Creative, Active,
Responsible – Creative, dynamic and responsible
Responsibility is the principle that PR activities need to pay attention to.
It is impossible to imagine what the result would be
if an event was organized without creativity,
dynamism and responsibility.
The usual formula of inviting people to give long,
boring speeches,
singers being invited to sing a few welcome songs,
MCs chattering about company product information,
employees handing out lame leaflets,
giving out a few so-called gifts. ,
after a product introduction X is a yard full of business flyers,
and that’s the end of a new product launch.
Some people say it’s good,
many people say it’s boring,
there’s nothing new,
they’re just spectators watching for free entertainment.
They do not feel they receive the meaning of the new product or service message,
they stand outside and do not participate in the event.
They are indifferent and throw away leaflets,
leaving the business’s image to become trash
and lie under the feet of many passersby.
Do you feel heartbroken
and want to see the image of your business lying under the feet of passersby?
Or, the manager of the event area blames it for polluting the environment,
littering, and being wasteful.
Or do you want them to cherish the gift
and keep the product leaflet for closer study.
This also depends on the CAR you consider implementing.
President Ho Chi Minh of Vietnam once said,
“There is talent but no virtue
Useless people, having virtue but no talent,
doing anything is difficult.”
From the perspective of PR people and CAR rules,
we can see the great meaning of the saying.
Talent is the ability to organize, be creative,
and be dynamic in handling work situations
and finding new good things to bring the message to the target relationship faster.
Virtue is respect for our own products and services,
loving care of it,
responsibility for our organization’s brand and budget,
and affirming our own class.
It is also about respecting the environment
and treating customers well to bring them comfort
and receive messages in a reasonable and effective way.
Let’s learn about PR’s CAR:
Creativity: message, theme, way of working, finding the good new.
From logos, slogans, words to presentation,
arrangement, work organization,
control and information transmission, etc.
Active: finding methods, solving problems, processing information,
perform tasks, improve knowledge,
learn new things, integrate into new situations or positions.
Responsibility: work efficiency,
brand value,
customer affection customers and target relationships,
environment, actions, culture,
community and society,
accepting errors and corrections,
mutual cooperation, messages or commitments,
promises made, etc.
According to the CAR principle above,
PR practitioners need to consider the benefits of PR
Customers come first,
don’t hurt their interests, always be balanced and harmonious.
Do not hurt the other for the sake of one target relationship,
this can easily cause resentment
and psychological conflict between them.
This is really useful when organizing new product lines,
collaborating with many partners,
expanding distributors or branches,
even expanding markets, increasing staff, etc.
The greater the value the target audience has,
the higher the value so much brand.
Please note that PR is always creative in work,
unique in work message,
in harmony with customers
and differentiate from competitors.
Every business’s PR efforts must always be attractive
and attract the attention of the target relationship.
Therefore, pay attention to how you read, hear, see,
and feel the message on media so that it is easy to remember,
easy to understand, and in particular,
words, melodies, colors, images,
and symbols must be combined in delicate harmony
so that customers can feel and understand it immediately.
PR activities should also pay attention
to the life cycle of existing business products and services.
Each type has its own qualities and uniqueness.
From there,
PR knows what message and what PR tool to use,
so that it not only highlights one or more product lines
but also makes the corporate brand more prominent
and impressive in the minds of customers.
Let’s break the old, cliched ways of thinking
and be creative to create something different
Distinguished and unique in maintaining
and developing product and service life lines,
that requires true PR.
Pay more attention to yourself,
the PR person; to psychology people,
to traditional culture, customs,
to customs and social life, to customers’ needs,
trends and lifestyles;
to the hierarchy of needs according to Maslow’s chart.
At the same time,
pay attention to the capacity and purpose of the business,
to science and technology,
technology, geography,
economics, politics, etc.
to create a perfect CAR in your career of branding the business.
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Sustainable Development.
In addition, CAR in communicating with the media is also very important.
Press releases should be presented in an impressive
and attention-grabbing manner that is unique to their industry.
The topic and content should also be clear,
understandable, complete, and relevant to their readers.
Do not create misunderstandings in communication,
provide visual information or gifts,
and make excessive demands on time,
presentation, performance, etc.
The interest in, or pursuit of,
providing information should also be moderate and reasonable.
We should not let them do whatever they want,
write whatever they want,
we must pay attention
and monitor carefully to make appropriate adjustments reasonable and timely.
Let them naturally feel like you and enjoy working
with you and the organization.
That will be very beneficial in long-term cooperation in your career.
After all,
PR is a way to make relationships good and sustainable,
not overnight.
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NCNS PRINCIPLES – No customer No success
“NO CUSTOMERS, NO SUCCESS”
It’s clear, no customer no success.
In every plan
PR planning and activities,
this principle must always be constant
and be the driving force for all operational efforts.
With different stages,
customers will be understood differently.
In the preparation phase of the PR strategy,
customers are the leaders, PR people,
members of the organization,
people who must always be aware of,
understand and use their products and services.
At the same time,
they take that as a foundation
and must take action to develop their brand through family,
relatives,
friends and people they know as much as possible.
These are the people who lay the best foundation for successful PR,
without them, PR would not be successful
The implementation phase is the target audience such as investors,
relevant influential groups, the media, etc.
and especially indispensable main customers,
consumers of the organization’s products and services.
They must be able to receive information,
understand it and love it,
and finally be satisfied to use it as the 3S rule.
The same goes for these customers,
the more the better, the more successful they will be.
Whether the goal is by stage and level, short,
medium or long term,
it is important for CAR to attract them,
as many as possible.
If someone thinks that for long-term goals,
this principle should be ignored
when implementing PR in the short term, it is truly flawed.
Because it creates a blemish in the PR person’s psychology
that it’s okay to not have many customers, that’s enough.
The result is a reduction in CAR and a loss of opportunities
to increase the effectiveness
and success of the proposed PR plan and strategy.
The phase of ending and implementing the new plan,
is the amount of revenue,
image in the minds of customers and other target audiences.
The PR plan will be truly successful if sales
and profits increase clearly,
the brand is loved by the public and is responded to by the media,
and other public groups are satisfied and supportive.
Although PR is invisible,
it is evaluated by tangible standards as above.
Thus, the success of PR will be evaluated by the above points.
Because not only for each separate PR plan,
but it will be the foundation for the next PR plans.
It will increasingly inspire all internal
and external customers to support and build a sustainable brand.
Therefore, no matter what level of PR
and what stage it belongs to,
the person doing it PR should always remember this principle
to perform their work more perfectly.
During the implementation process,
PR people also note that
they do not have to be rigid in counting the number of customers
by the actual number they can count,
but they must be flexible in their actions
to have a higher number of customers than the number.
I set out in the plan for each phase as well.
But we still must not forget the principle of success of a PR plan
No customers – No success.
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3S PRINCIPLES
Satisfy with PR – Satisfied with PR
Through PR efforts,
PR people must feel satisfied myself,
love what I am doing and doing.
Customers, for example,
will easily feel uncomfortable working with a receptionist with a weak smile,
a casual smile,
a receptionist who does not love his or her job
and is not responsible.
This first criterion must always be seriously considered in all plans and action efforts,
in order to achieve the end result that
all public audiences feel satisfied with PR,
satisfied with information,
knowledge, the experience they receive.
This is the most valuable
and basic foundation for customers to come to the organization,
cooperate or use the product organization’s.
A good start for them to the next satisfaction.
Satisfied with quality and value.
Satisfy with quality and value
– Satisfied with quality and value
The organization itself
and every member of the organization must feel
truly satisfied
and loved as well as recognized the value
and quality of their products and services.
It must be of true quality from the design,
packaging, content or nature of the promised product or service.
Not only must it be truly valuable by contributing
to the convenience and usefulness of customers,
but it must also create value for the status,
image and reputation of the user or customer who owns or uses it.
This satisfaction will give the quality
and value of products and services a new,
beautiful and impressive image among customers.
Being recognized by customers for quality
and value is the best
and most eloquent living proof to reaffirm what they desire
or receive in the first step of satisfaction.
This step also extremely important
because they have been proven that what PR did was correct.
From here, it creates an invisible relationship embedded in the psychology,
customers will return or become customers,
loyal target audiences of the organization
according to the third step of satisfaction.
They are satisfied with themselves.
Satisfy with themselves – Satisfied with oneself
PR activities will be truly successful when customers are satisfied in step three.
That is, they are satisfied
and feel happy when making decisions,
choosing products or services or cooperating with
the organization,
which is exactly what they received and experienced.
Satisfaction at this step is very important.
Because people are always influenced by external factors.
Factors such as human, economic, political,
social, weather, climate, or geography, etc.
If these factors unfavorably
or unexpectedly impact the quality value of the product
or service and their decisions,
then it is also possible that this satisfaction loop will stop immediately,
because it creates Feeling disappointed and incompletely happy,
they easily change their mind immediately.
For example, at an exhibition of new products and goods
Really good quality,
the organizer’s name is also famous
All preparations were good and took place on schedule.
However, because the parking lot does not have enough space,
customers jostle and wait.
The weather suddenly rained again,
becoming more wet.
These things easily make them angry and unhappy.
The result is that customers feel that the message about the product
or service is not good and accurate,
and not very objective.
They even get bored and rethink,
hesitating when making a decision for the next time they attend the exhibition.
As a result, the exhibition was not a complete success.
When a competitor appears,
customers easily change.
Therefore, PR practitioners must pay attention to these factors,
seriously consider them and have appropriate treatment plans.
Therefore, it is customer satisfaction at this time
that will bring satisfaction for them in the future,
the next time they have to make the next decision with the brand they are using.
The current satisfaction of customers
and target audiences also helps members of the organization become more satisfied,
creating an invisible power
that helps the organization repeat this satisfaction process
to another level is better for customers and for the organization itself.
The brand will be positioned at a higher level.
The 3S principle is always implemented successfully
if the PR person takes on the role of the customer,
always thinking and caring about satisfaction
from the beginning to the end of any problem or transaction.
Customers will not feel disappointed
if 3S is not affected for any reason to one of the 3S,
their satisfaction.
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3PR PRINCIPLES – PR PR PR
1. PR to Public
2. PR to PR itself
3. PR to PR
Good
1. PR for the public
2. PR for PR itself
3. PR to pr
First, according to this principle,
PR people make chapters
The plan has been prepared to promote
and provide information to customers
for the purpose of building and developing a sustainable brand.
PR is also understood as PR tools that are always ready
to support to create favorable conditions
so that all target audiences can access
and understand information as quickly
and effectively as possible.
Second, this PR principle is understood
as the entire work of the PR profession,
the PR person himself must be promoted
throughout the action process of the meaning,
the PR action and the PR person.
PR people must always remember that their profession is PR.
Therefore, their nature,
behavior and behavior must also have PR significance.
Thus, PR effectiveness will be high.
Their work will be appreciated and evaluated in a better light.
There is a story like this:
“There was a guy who worked
as the head of the PR department of a multinational company,
his salary was extremely high,
and his level of knowledge was very high.
He is very popular with his superiors
and subordinates and is greatly admired in the eyes of his friends.
Like every day after coming home from work,
he was hungry,
plus the traffic jams and dust made him very tired,
especially after the meeting for the upcoming event.
Came home and saw my wife,
lying on the bed,
watching comedy movies.
He glanced and saw that there were still a lot of pots and pans and dishes,
and the furniture in the house was not as clean as usual.
A greeted his wife
and asked her to make something to eat
because she was so hungry.
Wife said,
please help me,
I’m very tired.
So he jumped up and shouted at his wife.
I come home tired from work,
she stays at home,
lies down and watches movies,
laughing and having fun,
the house is a mess,
the food and dishes are not presentable
and she still says she’s tired…etc.
So the couple, words were exchanged….etc.
Then that night,
without eating together
with their children… they were angry with each other.
When arguing,
the husband said something like this:
I work in PR for a multinational company,
there’s a lot of pressure, you know…”
Do you see anything,
the PR person in this story,
Have you ever encountered this in life?
Let’s not misunderstand,
PR is a profession only for appeasing
or maintaining a beautiful image in business
and commercial relationships using technology
and language for an organization.
But PR is also a way of life, knowing how to listen,
knowing how to share,
knowing how to sincerely find out the cause to reconcile the relationship,
even the simplest and closest,
to make ourselves happy,
for our family to be peaceful,
for our lives to be joyful.
The wife in this story may be testing her husband
from time to time to see if he cares about her,
or she may have just had something unpleasant happen to her,
or is stressed so she is looking for a way to relax.
However, the husband did not handle this situation skillfully.
As a result of this,
there are many results for us to speculate,
but usually you see.
If this husband does not soon leave his anger at his wife at home,
the next day he will bring this anger into the office,
and thus,
his work efficiency may not be high,
or he may have negative reactions.
Dealing with situations in the office with colleagues
and partners will not be better than usual,
such as being irritable, talking loudly, etc.
This in turn affects his working style as a PR professional.
Finally, PR for PR, is the entire process of PR activities,
for PR the brand of that individual organization
and the PR profession itself,
of the PR person.
This not only brings high efficiency during the implementation of the PR plan
but also changes attitudes
