(LUẬN VĂN THẠC SĨ) Some public relations solutions for FPT University in 2011-2012 Một số giải pháp PR cho đại học FPT trong giai đoạn 2011-2012.

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 TIEU LUAN MOI download : skknchat@gmail.com 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 TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENT ACKNOWLEDGEMENT i ABSTRACT ii LIST OF FIGURES viii LIST OF ABBREVIATONS ix INTRODUCTION 1 The problems Objectives and aims 3 The scope Data sources Study method Contributions to the essay Main structure of the essay Chapter 1: PR theoretical bases CHAPTER 1: PR THEORETICAL BASES 1.1 PR theory 1.1.1 PR concept 1.1.2 PR’s principles 1.2 Importance of PR .20 1.2.1 Role of PR in enterprise 20 1.2.2 Roles of PR in marketing .20 1.3 Development and implementation procedure of a PR program .22 1.4 – Procedures of a PR program .31 1.5 – Implementation methods 34 1.5.1 –Publications 34 1.5.2 - Events 35 1.5.3 - News .37 1.6 Corporate Social Responsibility (CSR) and PR’s responsibility .39 CONCLUSTION OF CHAPTER .41 CHAPTER 2: ANALYSIS OF CURRENT PR SITUATION IN FPT UNIVERSITY ( FU ) 42 2.1 Brief of FPT University 42 2.2 Operation principles of FPT University .43 2.3 Assessment on messages sent to customers 44 2.3.1 Interview the public about FU objectives 44 2.4 Target community group of FPT 47 2.5 Analysis of current PR situation in FU 50 2.5.1 Current PR situation in FU 50 2.5.2 “Go Mass” strategy of FU .60 2.5.3 CSR development and application in FU 61 2.6 - PR situation assessment in FU 62 2.6.1 Advantages 62 2.6.2 Shortcomings 63 CONCLUSTION OF CHAPTER .65 CHAPTER 3: SOLUTION PROPOSAL OF NEW PR PROGRAM FOR FPT UNIVERSITY IN 2011-2012 66 3.1 Proposal of solution 66 3.2 Building program for FPT by PENCILS .67 3.2.1 - Define targets for PR program 67 vi TIEU LUAN MOI download : skknchat@gmail.com 3.2.2 Define the community groups and propose execution methods 68 3.2.3 Propose execution methods 68 3.2.4 Budget planning 69 3.2.5 Result evaluation 70 3.3 Implementation method .70 3.3.1 Publications 70 3.3.2 Events 72 3.3.3 News 72 3.3.4 Community relations 73 3.3.5 Identity tools 75 3.3.6 Lobbying 77 3.3.7 Social investments .78 3.4 CSR in FU .79 CONCLUSTION OF CHAPTER .79 CONCLUSION .80 REFERENCE 81 vii TIEU LUAN MOI download : skknchat@gmail.com LIST OF FIGURES Figure 1: Model of an event organization 36 Figure 2: 6C model 38 Figure 3: Pie chart 59 Figure 4: Pencils model 67 viii TIEU LUAN MOI download : skknchat@gmail.com 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 ix TIEU LUAN MOI download : skknchat@gmail.com INTRODUCTION 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 TIEU LUAN MOI download : skknchat@gmail.com 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 TIEU LUAN MOI download : skknchat@gmail.com 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: TIEU LUAN MOI download : skknchat@gmail.com 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 TIEU LUAN MOI download : skknchat@gmail.com 3.2.5 Result evaluation At the end of the year, individuals in charge will have a meeting, focusing on evaluating organized activities, comparing with goals set at the beginning of the year Evaluation method based on the following data: - By the number of feedback from customers - By statistics of people in charge - By resources collected in one year - Poll - Enhance the public understanding - Compared to the expected results 3.3 Implementation method With PENCILS principles, I would like to propose a method to implement PR programs for FU in 2011 - 2012, including implementation modes as follows: 3.3.1 Publications The first pencil in PR activities is publications This pencil has received a deep interest of Vietnam's enterprises Currently, there have been many enterprises deploying very impressively their publications The pencil has contributed to make a diverse media document for the enterprise, creating conditions for the media, customers, suppliers, investors to fully grasp the information This also means transferring information to employees effectively and professionally 70 TIEU LUAN MOI download : skknchat@gmail.com Effect of publications to each object is very different For customers, especially companies with extensive customer network such as FPT and small network as FPT University, publications are a bridge providing regular information to customers about prices, products, promotion policies With the above effects, it is very important to release publications for broadcasting image and training quality of FU To exploit this issue, I would like to make a publication as follows, FU should this + Publications on the internet (website - blog): Broadcast FU website on mass media, bringing FU website to become familiar with people interested in FU, letting FU to be place of exchanging situation, feedback and expectations of the public To this FU website need to change as following: Program a forum for people interested in FU can exchange information, feedback, respond to their aspirations, which may make authorities know what the public expect Having some permanent staffs to feedback information Currently there are some staffing answering questions by Yahoo for FU website, this is not good, because it is possible to explain for individuals, in small sale rather than large scale, reducing its efficiency Update continuously information about FU’s activities to whom interested in FU + Magazine: FU has not focused on it The information on website is only suitable for frequent visitors on website so it is very important to release publications to infrequent visitors, thus, FU should pay more attention to it in 2011 - 2012 in order promote its brand and make people interested in FU updated information more broadly 71 TIEU LUAN MOI download : skknchat@gmail.com 3.3.2 Events Events is a job contributing to “polish” the brand and products of a company through events, aiming at attracting attention of the public in order to introduce, promote and create relationships beneficial to the organization There are many forms of events such as press conferences, festivals, fairs, exhibitions, art, sports FU should that to organize more events to be able to promote the brand and polish reputation Organize international seminar: With its reputation and ambition to become an international university, FU should link with other organizations to organize events i.e conferences, international seminars and invite the press, the concerned individuals the event organization is very expensive but will polish the names of the FU and give the most impression So, to bring information events to target objects it is recommended to apply events process which was set up Based on that, the most accurate and clearest information will be sent to objects that need to receive 3.3.3 News The information posted by FU on media shall be accurate, and media shall be prestigious such as there will have assessment of concern people under an article on FU , such information shall be instantly answeredby people in charge of the article, which will avoid unnecessary misunderstandings about FU image When giving message, it is neceesary to have limitation in line with proposed strategies to avoid costly and limit unnecessary costs 72 TIEU LUAN MOI download : skknchat@gmail.com The contents of message should be simple, understandable and meaningful to recipient Currently FU does not have any official common message, thus, programs of PR activities FU not focus on a common goal and bring less effectiveness The message shall be clear to avoid unnecessary misunderstandings The clear image in message will make job well done It is espeical that message in PR activities carryies more authenticity than in ads, thus it's easy to attract objects and easy to build values and beliefs about brand than advertising As was mentioned in advertisement channel selection, the subject of PR activities shall know which message receipients will use that PR channel The compatibility between object and channel is an important factor helping message to be transmitted better In order for recipient to be able to receive message, it is necessary to organize PR events with common message of FU, activities must aim at goal of confirming FU brand and havepurpose to focus on it 3.3.4 Community relations In my opinion, I would like to propose manner of FU community relations as follows, FPT should this Community consultation: The community consults FU on all aspects, participates in decision making processes of the organization For example, in a meeting with business community, representatives of FU gives data and the actual situation and recommend businesses to give feedback and suggest solutions Then, the organization uses such as feedback to develop their projects 73 TIEU LUAN MOI download : skknchat@gmail.com Scanning the environment: FU knows what the public is thinking, feeling and doing FU can learn it from local press, media or directly find out expectations, hope of the public So, FU should this now Filling Gaps: unclear information easily results in detrimental rumors to FU So FU should develop extensive communication strategy to introduce itself with leaflets, hotline, communication campaigns to each household, meeting with representatives of residents and information supply facilities Collaborations with community groups: FU should develop positive relationships with community groups, allowing the community to participate in planning, implementation and plan evaluation; Constrain benefits and responsibilities for joint work, FU and community group will find common language Negotiation: when problems arise in collaboration, FU should this negotiation and the community may negotiation for mutual benefit based on six principles which are understanding each other's concerns, encouraging to find the truth, proposing temporary compromises to minimize collision, if any commiting to compensate for unintentional collision, accepting responsibility, apologizing and sharing power, always having reliable actions, and focusing on building long term relationships for example, the governemnt group who have negative opinion of FU, my propposal is to negotiate with them find what each party wants, then from that negotiate to understand each other, avoiding misunderstandings 74 TIEU LUAN MOI download : skknchat@gmail.com 3.3.5 Identity tools Define media applied for FU With FU, media which should be applies and must be applied at present are: television, newspapers, magazines, internet Besides, there are other media such as radio, outdoor board and bus stop signs, mail (but very limited) Television: FU should use the media to bring FU information and images to customers Based on that to help the public know clearly how FU image is? How the FU images? Application of this method will make the public more closely to FU Application level of media suitable with each necessary time of training process will make PR most effective Magazines, newspaper: With these media, the public will always have the best situations to access and process information And the number of the public will be very large, information is always being processed flexibly and best In term of application of these media, they should be applied regularly in order for the public to capture the best information Internet: With the current era of internet information technology, it is a really effective tool and has immediate results Because the public of FU is no longer limited, there are millions people with internet connection and know how to use online search engines Application and implementation of internet media to FU will always be the most effective In term of application level, this method is always applied at the FU 75 TIEU LUAN MOI download : skknchat@gmail.com Media selections should be reached the following goals: Awareness building: Make the public aware of FU’s presence and products, so as to whenever they have demand of products and services supplied by FU, they immediately remember FU brand Informational objective: FU wants notify the market, customers to know about new information such as notification of changes in a specified policy FU usually introduces, describes services available to serve the public that FU towards to FU will shall always adjust incorrect awareness by themselves in order that FU will build a special FU image, which really makes it closest to the public Persuasive objective: Always want to change perception of product nature in the public's awareness; Adjust attitude and behavior of consumers, stimulate demand From that FU will persuade potential customers to receive more information; Create opportunities to integration and FU will always provide the best information at the request of the public Reminding objective: FU always wants to remind the public that in future they might need the product/service that is currently marketed by FU Brand building objective: In this media, FU brand wants to be presented very clearly what FU wants to speak out through the brand is to approach to the public as close as possible Change perception: The media type is responsible for changing perceptions about the FU from sone form to other forms If successful, FU can be said that: When I think about world-class training brand, I think of FU They spread powerful message and confirm the position 76 TIEU LUAN MOI download : skknchat@gmail.com 3.3.6 Lobbying Lobbying is very important to FU, so FU should this, as details: FU has been built communication relationships and improved relations with individual governments or government agencies To ensure interests of organization in all area under state management; impact, influence on legislation related to operation fields of FU FU leaders therefore let students access and talk to the Deputy Prime Minister – Mr Vu Khoan on foreign affairs and foreign policies in Vietnam in the current integration These meetings and exchanges have helped FU students to have knowledge economic, politic and social situations of the country According to FU development orientation is development of training widely in different regions of the country, FU therefore has developed training on all three regions of the country i.e the North, Middle and South FU oriented to train information technology, thus the Minister of Information and Communications - Le Doan Hop visited and worked with FU on training of high quality human resources towards the project “Strong information technology country” of the government It is possible to say that lobbying is mainly covered by approaching methods, specifically two-dimensional or multi-party systematic method Accordingly, the final goal of lobbying is the process of policy making FU therefore has access to the government to create a development corridor for making FU’s development more favorable Lobbying There are two forms of lobbying in FU in 2011 - 2012: systematic work and pressure 77 TIEU LUAN MOI download : skknchat@gmail.com In the first case (systematic work): Lobbying staffs at FU should usetheir relation to contact with the government (or politicians, authorities of the government) to send beneficial and necessary information for FU’s customers to people in charge of passying the decision This is a key pointinthe plan of this year in order to improve unsympathetic vision of government agencies on FU In the second case (pressure): Lobby experts of FU should focus public opinions in combination with mass media to pressure Experts have two ways: using media company and lobbying in basic level with goal of informing society about a certain issue, make public opinion beneficial, necessary for lobbying, make social activities and mass media become actively 3.3.7 Social investments Social investment is the best way to prepare and create a good public opnion for the brand, FU should this use advertising to increase brand awareness and stimulate sales while PR activities with social investment can make customers understand characteristics of the brand Thus, social investment is consideres as a “platform” for the brand image in the public mind by PR specialist at FU , always creating the trust, sympathy of media Since then combination with other PR tools will help to easier bring FU brand to market and get larger support Enterprises need to have professional PR staffs, because PR staffs with their responsibilities understand the necessity to develop and protect brand, and understand correlation between investment and other PR communication programs, coordinateing tools to accomplish objectives of each investment program 78 TIEU LUAN MOI download : skknchat@gmail.com 3.4 CSR in FU FPT University has been applying training mode under orders of businesses, directing students directly involved in projects of companies, which help them have deep and comprehensive view of their responsibility in the future Based on FU development orientation which is to train soft skills for students every month, FU Personal Development Division have helped workshops which help students to have many meaningful lessons about personal and social responsibility Thus, students catch the latest updates in life to make products truly useful to society and themselves Contributions and sharing of FU students and FPT University are relatively complete with social responsibility activities such as FU students and staffs have participated in a walk to call for “Join hands for the poor”which is also a contribution to jointly develop society based on knowledge and kindness of future generations of Vietnam CONCLUSTION OF CHAPTER With the limited understanding, the author would like to propose some solutions of PR programs at FPT University, it is unavoidable to have shortcomings in this essay, I am looking forward to receiving concern and opinion of teachers and friends to complete the program Thank you for your attention! 79 TIEU LUAN MOI download : skknchat@gmail.com CONCLUSION Through the study theme FU is confirmed to be a reliable university by the public This is factor which makes its brand and image Thanks to PR application and close coordination with marketing, which builds a distinct FU brand and image impressing the public? Therefore, FU is not only a favor university of customers but also a university which receives many cooperation invitations of universities in the world The study results of FU brand awareness in the public also showed that The value that PR engine delivers beyond all calculation, because it does not depend on any strategy control of any group, it is in FU thoughts and impressions of thousands, thousands, millions of people For universities in Vietnam, if they can utilize their advantages and overcome weaknesses, use effectively PR tools above, it is not too difficult to achieve position, belief, impression, use habits of the public And by creating the belief, successful goals of the university in particular and business in general will soon come true Especially in the current economic recession, businesses are simultaneously cutting their budget for marketing and communications activities Therefore when considering a key strategy to approach to customers, businesses, please choose PR, especially PR tools because it can play an important role during the current crisis, helping balance budget and having advantage in market 80 TIEU LUAN MOI download : skknchat@gmail.com REFERENCE Dr Dinh Thi Thuy Hang - PR Theory and Application - Socialist Labor Publishing House: 05/2008 Al Ries & Laura Ries - The Fall of Advertising and the Rise of PR Translators - Vu Tien Phuc; Tran Ngoc Chau; Ly Xuan Thu - Youth Publishing House : 08/2005 Frank Jefkins - Public Relations – Translators Nguyen Thi Phuong Anh & Ngo Anh Thy - Youth Publishing House: 03/2004 Marketing for New Age, Philip Kotler, International Marketing Seminar in Ho Chi Minh City Dr Ngo Xuan Binh - Marketing Rules, Ho Chi Minh Publishing House “Public Relations” Yearbook in Science seminar: Theory and Practice”, National Political Publishing House: 2006 Kotler Philip, Marketing Management, 10th Edition, Prentice Hall, New Jerjey : 2000 Kotler Philip, Marketing Management, 8th Edition, Prentice Hall: 1994 The Practice of Public Relations, Seitel F P.,Pearson & Prentice Hall, New Jersey: 01/03/2010 10 Effective Public Relations, Cutlip S., Pearson & Prentice Hall, New Jersey: ninth edition 11 The Media of Mass Communication, Vivian J ,Pearson Education: 02/14/2008 12 What is PR? Public Relations: Theory and Practice, Johnston J., Alen & Uwin, Syney 81 TIEU LUAN MOI download : skknchat@gmail.com 13.http://tailieu.vn/xem-tai-lieu/marketing-moi-cho-thoi-dai-moi-hoithao-quoc-te-ve-marketing.2589.html 14.http://www.pr-squared.com/index.php/2009/07/the-7-elements-ofgood-pr 15 http://wps.prenhall.com/hss_cutlip_effectivpr_9/ 16 http://vi.wikipedia.org/wiki/Public_Relations 17 http://www.fpt.com.vn 18.http://www.pearsonhighered.com/educator/academic/product/0,3110,0 20552110X,00.html 19 http://www.lantabrand.com/cat2news2356.html 20.http://ecvin.net/Cac-qui-tac-Pr/6C-trong-thong-diep-PR.html 21.http://www.tochucsukienvip.com/giai-phap-to-chuc-su-kien/90-7-quytrinh-thuc-hien-1-su-kien.html 22.http://www.prquangcao.edu.vn/index.php/detail/172/PR-otruongdaihoc.html” 23.http://bulletin.vnu.edu.vn/btdhqghn/Vietnamese/C1695/C2123/2009/0 2/N24186/?1 – 24 John Vivian - The Media of Mass Communication, Sixth Edition – Using the media to learn the media http://wps.ablongman.com/ab_vivian_mediaofmas_6_/ 25 www.hno.harvard.edu/press 26 http://en.wikipedia.org/wiki/Corporate_social_responsibility 27 http://fpt.vicongdong.vn/news/view.aspx?newsId=36201485 82 TIEU LUAN MOI download : skknchat@gmail.com 28.http://library.nu/docs/PZVJNOFX6B/Marketing%20Management%2 0%2812th%20Edition%29%20%28Marketing%20Management%29 29 http://www.fpt.edu.vn/ 30 http://wps.prenhall.com/hss_seitel_practicepr_10/ 31.http://www.marketingprofs.com/articles/2005/1550/advertising-vs-prkotler-on-kotler 32 http://www.marketingvietnam.net/content/view/490/14/ 33.http://quantritructuyen.com/chi-tiet/lap-ke-hoach-thuc-hien-chuongtrinh-pr/1359.html Interviewees Mr Nguyen Xuan Phong, Vice Chancellor of FPT university – Chairman of Recruitment and Personnel Committee of FPT University Ms Nguyen Thi Thu Nga – Department of Communications and Public Relations Tran Hai Dang – FU student - IT Goal Ball 2010 Student: Nguyen Thai Phong Student: Nguyen Thi Thuy Student: Nguyen Nhu Hai Student: Hoang Trung Hieu Student: Ngo Minh Trung–Winner of “ English Melody Contest 2011” Mr Do Van Huu, father of student Do Van Truong Mr Luu The Bieu, father of student Luu Duy Linh Mr Nguyen Van Tien, father of student Nguyen Ngoc Tu 83 TIEU LUAN MOI download : skknchat@gmail.com Ms Nguyen Bich Ngoc, mother of student Vo Dai Duong, Mr Le Gia Cuong, father of student Le Van Son 84 TIEU LUAN MOI download : skknchat@gmail.com ... groups for FPT Corporation as well as for IT corporations in the world and the Vietnam information technology enterprises Motto of training Training industry engineers means training in the form... 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... 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