Nông dăn, quan hệ công chúng, văn hoá nông thôn, du lịch sinh thái và hoạt động truyền thông quảng bá thương hiệu pháp

Nghien cdu Quoc teso'S (82), 9/2010: 205-218 n*;;- NONG DAN, QUAN HE CONG CHUNG, VAN HOA NONG THON, DU LICH SINH THAI VA HOAT DONG TRUYEN T H N G QUANG BA THUONG HIEU PHAP Le Thanh Binh LTnh vyc Quan he cdng chiing (PR) cd quan he mat thilt doi vdi hoat ddng van hda ddi ngoai, ngoai giao van hda PR dupe mpi td chiic tir nha nudc den doanh nghiep, chii trang trai, ndng dan sir dyng vi ed nhieu tinh nang Trudng hpp cac chu trai, ndng dan hien dai nudc Phap noi tac gia cd djp khao sat ciing sir dyng PR de truyen thdng cho cac boat ddng ve van hda ndng thdn, du lich sinh thai gdp phan vao viec quang ba hinh anh nudc Phap, eon ngudi va van hda Phap rat hieu qua Nhan-thuc chung ve PR PR - viet tat ciia hai tir Public Relations - cd nghTa la quan he cdng chiing Khai niem xuat hien dau tien d Hoa Ky dugc khdi xudng bdi Edward Bemays vao thap nien 20 ciia the ky trudc Cd rat nhieu dinh nghTa ve PR The World Book Encyclopedia dinh nghTa "PR la mdt boat ddng nham myc dich tang cudng kha nang giao tiep/truyen thdng va sy hieu biet lan giira cac td chiic hoac ca nhan vdi mdt hoac nhieu nhdm dugc menh danh la cdng chiing" De lam dugc dieu dd, PR gan chat vdi cac phuong tien truyen thdng dai chiing Thap nien gan day, cac ' PGS TS., Ph6 Vu trudng, Truong Khoa Truyen thong va Van hoa ddi ngoai, Hgc vien Ngoai giao 9/2010 205 " ';^ ».>>t A>'iOiL\Q Nghien cdu - Trao doi chuyen gia dy bao rang tuong lai quang cao se giam dan, thay vao dd bang PR Cac cdng ty, td chiic, ca quan deu cd nhu cau lam PR Lam PR la cung cap thdng tin cho cdng chiing, thiet lap quan he hai chieu giira cdng chiing va ca quan, doanh nghiep PR tuan thu nguyen tac (5F): Fast (nhanh chdng) Factual (chan thyc), Frank (thang than) Fair (cdng bang) va Friendly (than thien) Nam nguyen tac lam PR khac bean toan vdi quang cao (ndi minh tdt, chi mdt chieu ap dat thdng tin len cdng chiing ma khdng cd chieu ngugc lai) Cd the dinh nghTa tdm tat: "PR la mdt ITnh vyc chuyen nghiep, gan bd tuong hd vdi vdi cac phuong tien thdng tin dai chiing Nhiem vy ca ban cua PR la xay dyng diing dan, hap dan hinh anh cua td chiic (ma minh la vien, don vi cau hay minh dupc giao phye vy) va lanh dao td chiic dd; bao ve uy tin, vi the, thuang hieu td chirc dd theo phap luat; lien he chat che vdi cdng chiing, tien hanh cac boat ddng nghiep vy de td chiic minh phyc vy va cdng chiing ciing hudng den mdt myc dich cy the nao dd nham phat trien xa hdi, cdng ddng van minh, hien dai, nhan van va ben viing".' ,: Trong boat ddng thuang mai bay cac boat ddng chinh tri - xa hdi, sy iing hd ciia cdng chiing la nhan td quyet dinh din sy bai ciia doanh nghiep, eiia ehien luge, chinh sach Trong thi ky 21 - thi ky ciia cdng nghe thdng tin, vai trd cua mdi quan he vdi cdng chiing cang dupc khang dinh Va PR trd mdt nhirng nganh nghl hang diu, mpt bd phan khdng the thieu dugc bat ky td chitc nao Theo dinh nghTa, PR la mdt hien tugng xa hdi nhung cd sy khac biet rat Idn vdi cac hien tugng khac bdi nd tuang tac, chi phdi, kit hgp va ' Le Thanh Binh, Tham luan tai Hgi thao qu6c gia Hgc vien Bao chi Tuyen tuySn nhan dip ky niem 80 nam Bao chi Cach mang Viet Nam, Ha Noi, thang 6/2005 206 9/2010 Nghien cdu Quoc te'so S (82) chiu tac ddng to Idn ciia ngan*: l.uyen thdng bpc, kinh tl hpc, tam li hpc Cling nhu xa hdi hpc, van hda hpc Nhin d gdc dp khac, PR dugc dinh nghTa la cac phuang phap va boat ddng giao tilp mdt ca nhan, td chuc hoac chinh phii sir dyng de nang cao sy hieu bilt va xay dyng moi quan he tich cyc vdi cac ddi tugng ben ngoai Nhu vay, khoa hpc PR cdn nghicr ciiu, phan tich vl boat ddng PR, tdng ket, he thdng hda cac kinh nghiem boat ddng thyc tien trudc nhirng tinh hudng cy the Khoa hpc PR trang bi he thdng kien thiic ca ban cho hpc vien gdm day dil viec xac dinh cac dinh nghia, vai trd, myc dich, khai niem co ban, nguyen tac ca ban ciia PR, tam quan trpng ciia PR, cac phuong phap giai quyet van de xa hdi thdng tin, ky thuat, trang thilt bi truyin thdng, each thiic phan tich va danh gia hieu qua tiep can cdng chung, kham pha cac chuan myc quan he giira khach hang va nha cung cap dich vu Viec ket hpp sira eac bai tap thyc hanh cua cac dy an, chuong trinh ciing nhiing chien luge, ke beach boat ddng ciia tirng ca nhan bpc vien cung lien quan den khoa hpc PR Trong vai trd la mdt nganh khoa hpc thyc sy, PR da dugc nhiiu trudng Dai hpc tren the gidi ciia Anh, My, Phap, Nhat, Trung Qudc sdm dua vao chuong trinh giang day vdi nliirng khda hpc ngan ban va dai han Den vdi khda hpc ngan ban, hpc vien van cd the nhan dugc chiing chi tdt nghiep Hau bet cac chuong trinh huan luyen nganh quang cao ciing bao gdm ca phan kien thiic ca ban ve nganh PR Cac khda hpc dupc thilt ke nham dem den cho hpc vien nliiing kien thiic ca ban ve nguyen tac quan he cdng chiing, quan li -quan tri mdt nhdm quan he cdng chiing cimg nhiiu ky nang can thiet: Cach tiep xiic vdi gidi truyen thdng, tien hanh eac boat ddng bao cao thudng nien, each thiic dpc dien van, quan tri quy trinh lap ke hoach, cac budc trien khai hanh ddng, tien lieu, 9/2010 207 'St',' Nghien cdu - Trao doi dy bao cac nguy ca cd the phat sinh va each thiic giai quyet, quan tri trudng hgp khiing hoang t a 'u'lv DO? Ben canh dd, thyc hanh PR la mdt nghe thuat NghTa la PR ddi hdi phai cd nhiing ky nang dac biet Dd cd the la ky nang giao tiep kiet xuat ciia ngudi, bao gdm ca each thirc viet va giao tiep tdt vdi nha bao, cdng chiing de cd the bay td cam nghT mdt each rd rang, ranh mach nhung de hieu, than thien, den gian nhat Hinh tugng, tinh each ciing nang lyc ca nhan cd siic anh hudng pham vi rdng Idn la yeu td can thiet Ngoai ra, nhip dp, mdi trudng lam viec ddi hdi PR phai chiu dugc ap lyc cao Nang lyc td chiic ciing la mdt yeu cau tat yeu nham td chiic cdng eac budi hpp bao, dien thuyet, trien lam, sy kien Mdt uu diem niia cua ngudi boat ddng ITnh vyc PR la sy ty tin va cd tam nhin chien luge Hp khdng chi thau hieu tam ly ngudi ma cdn quyet dinh kip thdi nhiing tinh hudng da tien lieu trudc Ngoai ra, cdng viec cdn ddi hdi nhan vien PR thyc thy phai cd kha nang tim kiem, xii li, phan tich, tdng hpp thdng tin va len ke hoach hanh ddng Hon the, vdi kinh nghiem lam viec, cac nhan vien PR cdn phai cd kha nang nhin nhan mpi viec theo quan diem khach bang va lang nghe cac yeu cau ciia hp Dd la nhiing ky nang rat quan trpng ITnh vyc PR Sang tao va cd nhieu sang kien ciing la mdt lgi the tac nghiep PR PR ddi d Viet Nam thdi gian dit nudc ta cang md cira, hdi nhap toan dien vdi tbi gidi Cac Bd, nganh thyc hien chiic nang quan ly nha nudc d nudc ta diu cd nhirng bd phan dam nhan chiic nang PR, xay dyng thuang hieu, hinh anh chan thyc vl ITnh vyc minh phu trach Van de san xuat, dich vy, phan phdi san phim, truyin thdng dai chiing, PR, van hda, du lich d ndng thdn Viet Nam khdng chi dupc Dang - Nha nudc, nganh chiic nang quan tam chi dao ma cac chuyen gia, hpc gia va chinh ngudi ndng dan rit tran trd, tim each birt pha, hdi nhap de phat trien ben viing .,j 208 912010 Nghien cdu Quo'c te'so (82) Trong nghien cim khao SM nay, chiing tdi xin lay mdi trudng ndng nghiep, ndng dan, ndng thdn nudc Phap - mdt nudc phuang Tay diln hinh cd quan be hpp tac kinh t-^ ""n hda tir lau vdi Viet Nam de khao sat Chiing ta phan tich mdt sd trudng hpp thyc dia de thiy rd vai trd PR cua cac chil the ndng dan - chii trang trai va dinh hudng truyen thdng quang ba cua chinh hp va ca thuong hieu qudc gia dugc ket hgp nliuan nhuyen, ty nhien, thim sau vao nep nghT, nep lam ciia hp Phan tich ve PR tir mot chuyen khao sat thuc te sa- dung ngudi cd ndng luc Idm PR vd phdt huy xd hpi hda Chiing tdi thyc hien dugc chuyen khao sat ddi sdng ndng dan, trang trai ndng thdn Phap chu yeu la nhd vai trd td chiic va sy giup dd nhiet tinh cua nhiing ngudi yeu quy, thiiy chung vdi Viet Nam Hdi Ai Hiiu Phap - Viet vimg Dreux Ba Cecile Biii Thj Nguyet Minh dirng diu, ciing vdi sy hd trg ciia Phan xa Viet Nam tai Paris va Dai sir quan Viet Nam tai Phap Ba Minh la Viet kieu qudc tich Phap, sinh nam 1924, que d San Tay, sang Phap tir nam 1933 Ngay nay, vdi cuong vi chu tich Hdi Ai hun Phap - Viet, ba da tich eye td chiic cac boat ddng hiin nghi, nhan dao vi que huong, dat nudc, vi sy giao luu van hda tdt dep giiia hai nudc Viet - Phap Ba Minh da ciing mdt sd ca quan dai dien Viet Nam tai Phap td chiic chuyin di cho chiing tdi rat chu dao, bao gdm tir viec len ke hoach chi tilt vl xe cd, dua ddn, an d, khao sat, tpa dam, tdng ket, gdp phan xay dyng mdi lien kit giira chiing tdi vdi cac ca quan chiic nang ciia Phap sau chuyin tham quan tiic la tien hanh bai ban diing eac ky nang ciia nghe PR Budi ddn tilp Doan cua ba va Hdi Ai hiiu Phap - Viet tai tru sd d Dreux thi hien nang lye td chiic hoat ddng ciia Hdi, mdi lien kit rdng rai cac vien Hdi; the hien viec sir dung boat ddng cdng 912010 209 VSH'^ V Nghien cdu - Trao doi chiing PR manh me cua Hdi ddi vdi ddi tac nudc Phap va ca pham vi qudc tl Tai Phap, hinh thiic Hdi Ai hiiu, Cau lac bd, Hdi nghe nghiep va cac Td chirc phi chinh phii khac rat phd bien, ndi each khac la nudc Phap da xa hdi hda nhieu boat ddng ddi sdng Cac Hdi td chiic theo hinh thiic ty nguyen, kinh phi ty ddng gdp, biet each sir dung hieu qua kinh phi va bilt diing PR cimg cac boat ddng khac de tang vdn, phat trien quy md, chat lugng cac chuong trinh, cd ca che tim va chpn dugc ngudi tam huylt, dam chiu trach nhiem, chuyen mdn thich hgp de lam dau tau cho cdng tac xa hdi ma cac hdi vien giri gam Ndi them ve ba Minh, ngudi gidi PR gdc Viet da dugc Td qudc va nudc Phap ghi nhan nhieu cdng hien Ngoai phan thudng cua Chinh phii Phap, ba cdn dugc nhan dugc cac phan thudng, danh hieu cao quy Chinh phu Viet Nam, Bd Ngoai giao Lien hiep cac Td chiic hda binh, hiiu nghi Viet Nam trao tang Ba Minh vira am hieu PR phuc vy Hdi lai biet md rdng cac hinh thiic ngoai giao cdng chiing (Public Diplomacy) nhu viec thdng qua ndng nghiep, ndng thdn, ndng dan lam cho ddi tac nhu chiing tdi rat phan khdi, tiep nhan de dang, nhanh chdng hinh anh dep de ndng thdn va ngudi Phap Cdc trang trai ndng thdn Phdp vd hoat dpng PR Tham cac trang trai, gap gd ngudi dan hay quan chiic dia phuong, chiing tdi nhan thay hp lam PR cho td chirc minh, ban than minh theo each ldng ghep cac boat ddng ca ban, dien hinh ciia san xuat ndng nghiep vdi du lich sinh thai, van hda dia phuong de quang ba hinh anh nudc Phap lich lam, than thien, cdi md Trong viing Dreux, chiing tdi da den tham trang trai nudi de ciia ba Martine Milhet cd dien tich 38 (gdm ca khu trdng cd cho de) Ba M Milhet lap dy an dyng trai tir nam 1969 nen dugc Ngan hang cho vay vdi lai suat uu dai tra 4-5%/nam 30 nam, 210 912010 Nghien cdu Quoc te'so S (82) da tra bet va gia trj trang l.ai len tdi trieu Euro Trang trai ban siia de va cac che pham tir siia de nhu cac loai pho-mat (17 loai) va moi san xuat 300-320 kg pho-mat Lgi nhuan rdng thu dugc la 2000 Euro/thang va ddng bao hiem du de neu san xuit gap thien tai, de bi dich benh thi se dugc ca quan bao hiem chi tra Cai dang hpc tap d trai la viec md rdng cho chuong trinh thyc te cua sinh vien (kl ca nudc ngoai) din thyc tap, tre em cac trudng hpc den dung san pham cua trai rit quy cu, trang trpng, gdp phan khang dinh them vi the cho trang trai Trai cd cira hang de gidi thieu san pham cua trai va cac trai chung quanh theo each lam PR bai ban, chuyen nghiep , Khi den trai trdng rau qua Les Jardins d'Imbermais cua gia dinli anh Jean-Luc Gauthier (25 ha), dieu dl nhan thay la trai ndi tilng bdi cac loai rau sach nhu dua chupt, rau them va cac loai qua nhu dau dit, tao Hp lam PR tir cdng trai vdi cac bien bang trang tri bit mit gidi thieu cac thdng tin chu yeu ve trai, cac san pham chinh, cac hinh thirc mua hang (cd the ty vao trai ty hai hay sau tham quan tbi den cira hang ciia trai de mua) Trai ed 23 nhan cdng, dupe ddng bao hiem, luong tu 1500- 1700 Euro/thang Ngoai cac rupng trdng rau qua Id thien, trai cd nha kinh trdng ca chua, dua chupt, ca tim Trong nlia kinh cd nhiing hop nudi ong de giup thu phan, vira thu dugc mat ludn Trai cd gieng khoan sau 70 m, tudi nudc rat tiet kiem, chi dii am vao gdc Mdi nam cd chimg 2000 sinh vien den tham quan, thyc tap Doanh thu khoang 1,2 trieu Euro/nam, trir di 50% tien thue, tien nhan cdng, bao hiem, trai dugc hudng xip xi 100.000 Euro/nam Dang chu y la ndng trai ciia gia dinh anh Antoine Minard Ndng trai dugc truyen tir may ddi, rdng khoang 900 chii yeu trdng lua mi, kilu mach Trai cd sang kien trdng loai cay gidng tnic la mem diing lam nguyen lieu san xuat nang lugng Bio Gas Cay cd tac dyng giir 912010 211 {^1%'i I Nghien cdu - Trao doi nudc, Ipc nudc Trdng true la mem cd the thay 6-7 nghin lit xang dau, dam bao giii mdi trudng lanh Trai cdn diing la tnic mem trai cho vat nudi nam miia ddng rat am Ngoai ra, cd the ep la tnic dd phen cho tudng mdng xay dyng Gia dinh anh Antoine da sira sang ngdi nha cd ciia minh de ddn khach tham quan, ke ca du khach cd yeu cau Ngoai viec lam PR bang cae bieu hien ldng men khach, hp cdn tree tranh anh dac sac cua viing va tranh anh ddi tac tir cac chau luc den nghi tai nha Tim hieu thyc te xong, chiing tdi den tpa dam tai Tda thi chinh Thanh phd Chateauneuf Dich than Thj trudng Jean-Pierre Gaboriau va cac chuyen vien da tra ldi nhieu cau hdi ciia chiing tdi ve mdt sd van de ve bao tdn gia tri ddc dao ciia van hda ndng thdn, xu hudng ndng nghiep Phap, du ljch sinh thai va bao ve mdi trudng Theo cac chuyen gia, Phap rat chii trpng dau tu ve giang vien, chuong trinh, phdng thi nghiem cac Trudng Trung cap Ndng nghiep Dac biet, viec da dang hda cac nganh nghe (gdm nhieu nganh nhu ca khi, hda phan bdn, trdng trpt, chan nudi, tai chinh ndng nghiep, quan ly ndng nghiep, xuat nhap khau ndng san, y te cdng ddng ndng thdn ), nganh kinh doanh ndng pham rat dugc ngudi hgc quan tam Hpc vien trudng neu cd dy an lam ndng nghiep se dugc ngan hang cho vay de kinh doanh Cd the ndi quan chiic, chuyen gia ciia hg gidi quan ly, nam dugc cae khoa bpc, ky nang bd trg can thiet nhu kien thiic ca ban xa hdi hpc quan ly, truyen thdng bao chi, PR, phat huy dan chu ca sd v.v Hp am hieu vai trd cua truyen thdng dai chiing viec phat hien cac van de (vi dy: vin dl nien rdi ndng nghiep, ndng thdn dd thi kiem sdng; mdt sd net van hda dac sac, lau ddi cua ndng thdn chua dugc quan tam diing miic, cd bien tugng phai nhat; tuong lai cua ndng thdn thdi hdi nhap moi tuong tac ciia tam giac: Truyen thdng Ban sac Van hda ); viec gay sy chu y, tao nen tieu diem ddi vdi xa hdi; viec tao dien dan phan tich, binh luan, 212 9/2010 Nghien cdu Quoc te so (82) dinh hudng, dieu chinh hanh vi cdng dan Do dd, hp bilt su dung truyin thong dai chung diing lieu lupng, thdi diem, ldng ghep vdi cac kl hoach PR va chien luge tdng the phat trien kinh te, van hda - xa hdi, mdi trudng dja phuang, tao nen sy ddng thuan cao xa hdi Ngoai sy quan ly, dieu phdi ciia ca quan cdng quyln, vai trd Hdi, Doan, Cau lac bd nghe nghiep nhu Hdi ndng dan, Hdi nhiing nha xuit khiu san pham ndng nghiep, Cau lac bd Nhilp anh, Cau lac bd Thi thao rat quan trpng viec gin giir phong tyc tap quan, bao tdn va phat huy nhiing net van hda truyen thdng va phat triin cae loii hinh sinh hoat van hda ndng thdn d ndng thdn Phap Hp chii y gidi thieu vdi nudc ngoai qua cac phuong tien thdng tin dai chiing, qua Website dia phuang tit ca net dac sac dd ciia Phap Tai cac dia phuong thupc tinh Eure et Loir ma chiing tdi cd dip khao sat, cd khoang hon 100.000 hdi doan, cau lac bp dupc chinh quyen cap giay phep boat ddng Ddi sdng van hda tinh than d cac dia phuong, ndng thdn Phap rat dugc chu y theo hudng bao ton tinh da dang, phong phii cac le hdi truyen thdng, ngan chan nhirng tac dpng tir mat tieu cyc cua ddi sdng dd thi Cac lang xa, lien xa deu cd thu vien, dpi chieu bdng luu ddng va cac phuong tien thdng tin dai chiing Moi Hdi ddng hang Xii deu cd Ban truyen thdng lo phd bien cac chinh sach, chuong trinh hoat ddng kinh te, van hda - xa hdi Hp cd trang Web kha phong phu ve hinh thiic, ndi dung, vira dua tin tiic qudc gia vira chii trpng tin tiic dia phuong va cd cac chuyen myc nhu: Di dau? 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Vi vay, khoang each ndng thdn, thi kha gan, mpi boat ddng cd the lien thdng, ddi sdng ndng thdn vira hien dai, van minh vira bao tdn cac net dep truyen thdng tdn tai tir nhieu ddi, nhieu the he Ngoai ra, hp cdn sir dung bao in, cae hinh thiic td rai trinh bay bat mat de thdng bao cdng viec va cac chuong trinh giai tri khap nai de cho ngudi Phap va kh^ch nudc ngoai quan tam cd the chu ddng tham gia Tat ca td chiic va boat dpng vira neu deu gan vdi PR cho dia phuong va qudc gia 9/2010 21" Nghien cdu- Trao doi PR nhdm qudng bd sir hdi hoa giica nong nghiep, nong thon, du lich - vdn hda, Idm dep them hinh anh nudc Phdp Ndng nghiep ciing tim dugc cho diing van hda - du lich nong thdn vi nd cd thi ddng gdp cac san phim chit lugng cao, khdng gian rdng, cac di san van hda Nhiing mat hang lien quan den ddi sdng thiet ylu ca ban cua ngudi nhu luong thyc, thyc pham, nudc sinh boat deu phai can cii vao dilu kien van hda lich sir khac ciing nhu mdi trudng khac cua tirng qudc gia, tham chi cua timg khu vyc va timg dia phuong dl quylt dinh Ndng nghiep, ndng thdn, ndng dan hien dai dang tham gia manh me vao viec da dang hda du lich Cac boat ddng ddn tilp ddi hdi mdt miic chuyen nghiep cang cao, gan chat vdi PR, Marketing phyc vu myc dich nang cao vi the qudc gia, dan tdc d quy md rdng va lau dai, ddng thdi thiic diy sy phat trien cua chinh ndng nghiep, ndng thdn Tinh da chirc nang ciia ndng nghiep dugc cdng nhan rdng rai Nhu vay cd nghTa la ngoai viec san xuat ndng nghiep cdn cd cac van de khac phai dugc quan tam ddng bd nhu: lanh thd, du lich, mdi trudng, xa hdi, van hda tin ngudng thude ddi sdng tinh than cdng ddng Loai hinh du lich ndng thdn the hien qua viec ddn tiep d ndng trai dudi mpi hinh thirc, vdi sy hd trg eua PR, da minh hpa tinh da chiic nang ay: mpt nen ndng nghiep md cira cho cac phan xa hdi khac - thudng khao khat khdng gian va phat minh, ddng thdi van bao tdn di san va tham gia vao sinh boat kinh te, van hda - xa hdi eua ndng thdn, ty giac, ty nhien hda vao mang ludi PR dia phuong ca nudc va cac ca quan chiic nang, cac td chiic tham gia xa hdi hda »,; ^,;; O Phap cd nhieu mang ludi du lich ndng thdn, dd ciing chinh la cac td chiic phi chinh phii ed vai trd to Idn ITnh vyc PR cho nudc Phap nhu Mang ludi "Nha d nudc Phap" (Gites de France), Mang ludi "Ddn 214 9/2010 Nghien cdu Quoc teso'S (82) tiep ndng dan" (Aeceuil paysan), "Chao ddn d ndng trai" (Bienvenue a la ferme) Ngoai phai ke den sy ket ndi cua cac Hdi nghl nghiep, Hdi Ai hiin giiia Phap va mdt qudc gia khac, Td chirc quan he qudc tl ciia cac chu trang trai ciing tham gia vao viec quang ba du lich - van hda Phap Cac mang ludi du lich tren sir dyng cac khu nha ndng dan sd hiiu dupc sira chira lai de ddn khach Day khdng phai la cac nha mdi xay dyng vdi tien nghi hien dai ma la cac nha cd truyen cd ngan phdng cho khach d vdi cac tien nghl ve sinh vira phai Ngoai cac Hdi, Quy khac cung hgp lyc lam nen mdt chinh the eac td chiic phi chinh phu lam PR gioi, cd ddng gdp nhat dinh cho cdng tac ngoai giao cdng chiing ciia nudc Phap nhu: ACOTEC (Hdi hgp tac ky thuat - van hda nganh dien lyc va ddt Phap), AICF (Hoat ddng qudc te chdng lai nan ddi) va cac Quy ndi tieng nhu Quy Cartier, Quy Vuitton, Quy Gan v.v Nhu vay, su gan bd mat thiet vdi van hda, kinh te - xa hdi, mdi trudng, biet ap dung PR hien dai, phyc vy viec quang ba thuang hieu dat nudc, du lich ndng thdn Phap cd nhieu tac dyng ma cae qudc gia khac (ke ca Viet Nam) ed the tham chieu viec td chiic du lich van hda d nudc minh Tai Viet Nam, quy trinh du lich - van hda - ngudi dia phuong - thien nhien neu phat trien diing hudng se lam giau ca ddi sdng vat chat lan van hda tinh than chinh da sd viing ndng thdn, vira quang ba cho dia phuang vira gidi thieu dugc dat nudc Viet Nam vdi ban be nam chau Mot so nhan xet va kien ngh| Nudc Phap la mdt nhirng dat nudc cd be day lich sir, van hda tren the gidi Sau chu nghTa thyc dan cu that bai, nudc Phap quan he vdi cd quan he kha tdt vdi Viet Nam, dac biet thdi gian nudc ta va cac ben lien quan tiin hanh Hdi nghi Paris nam 1973 Trong thdi gian nay, cac lyc lugng, dang phai tien bd ciia Phap da img hd, gdp siic cho 9/2010 215 Nghien cdu - Trao doi cude dau tranh chinh nghTa chdng de qudc My, thdng nhat td qudc Viet Nam Trong nhirng nam gan day, Phap cd quan he tdt vdi nudc ta ve nhieu ITnh vyc, nhat la trao ddi van hda, giao dye, khoa hpc Phap hien la nudc cd kha nhieu cdng ap dyng tin hpc, khoa hpc - ky thuat, ky nang PR, xa hdi hda nhieu hoat ddng mang tinh Ngoai giao cdng chiing Thyc tien lam PR tir mdi trudng ndng nghiep, ndng thdn cua ban ciing co nhieu diem ggi md cho phat trien tam ndng Viet Nam Ddi vdi hoan canh ndng thdn Viet Nam, bude dau cd the tham khao mdt sd md hinh vira lam giau tai ndng thdn vira phat trien van hda, nang cao ddi sdng tinh than tir trang trai ndng thdn Phap qua mdt sd kinh nghiem sau: • '•' •-''-• • •-'" • - •' • - Tham chieu eac md hinh vira neu tren nhu md hinh trang trai nha nghi; md hinh hudng dan khach hang tham quan trang trai trdng rau qua va cho phep khach hang ty thu hai rau qua (gia thap hon la mua d cira hang gidi thieu san pham cua trang trai) vdi cac hinh thiirc, ky nang PR bai ban Nhiing md hinh vira gdp phan cai thien ddi sdng kinh te gia dinh, vira phat huy dugc nhirng net dep cua ddi sdng van hda nong thdn, ddng thdi tao nen mdi lien he gan bd giiia ngudi dan ndng thdn vdi khach du lich den tir thi hoac ngudi nudc ngoai, quang ba hieu qua cho hinh anh dat nudc minh; - Phat huy ngudn lyc tai cho cua dia phuang, ddng thdi cin co chinh sach tap trung them nang lyc (kinh nghiem, ngudn lyc, tai chinh) tir cac phd xung quanh de ed nhiing diu tu Idn cho dia phuang, trd ve tinh ciia cac phd Idn dd nhim ho tuang vl nhiiu mat nhat la ITnh vuc PR; , , ,, - Da dang hda cac hinh thiic chan nudi, trdng trpt phii hgp vdi thi manh cua timg gia dinh, dia phuang Tranh lam ndng kilu phong trao, 216 ~' 9/2010 Nghien cdu Quo'c teso'S (82) chdng lan san pham, vira khd phat triin tam ndng vira khdng xay dyng dugc hinh anh dep ciia mdt quoc gia xuit than tir van minh liia nudc; - Lien ket cac lang, cae viing phat triin kinh tl, van hda, td chirc le hdi, khdng nen may mdc cau ne bdi dia gidi hanh chinh ddng thdi thiic day xa hdi hda cac boat ddng van hda mang tinh truyin thong, quin chiing rdng rai; Phat trien cac Hdi nghl nghiep, chuyen mdn d ndng thdn dl tao siic manh mui nhpn cho cac phong trao van hda - van nghe quin chiing, giir gin ban sac van hda qua cac le hdi hap dan nhung van minh, hien dai ma van truyen thong Lap cac Quy, Hdi ap dyng PR gin kit vdi dudng ldi ngoai giao van hda cua Dang - Nha nudc va gin vdi cac boat ddng truyin thong dai chiing, du lieh sinh thai, van hda dia phuang dl phat triin ndng thdn Viet Nam theo hudng hdi nhap, hien dai; - Dau tu dai ban cac trudng hpc chuyen ve ndng nghiep, trpt, chan nudi cd ca che gan bd vdi thyc tien doanh nghiep, ndng dan, ndng thdn Trong trudng nen cd bd phan chuyen PR de marketing cho trudng, phuc vu thi trudng tdt; - Riit kinh nghiem ciia Phap, phai cd chien luge, quy hoach tdt de tranh viec nien ndng thdn bd nha, bd ndng nghiep di thj cang nhieu, tao siie ep qua Idn ddi vdi dd thi va cac bat lgi khac ve van hda - xa hdi Trong chien luge dd nen long ghep cac chuong trinh, ke hoach dai ban ve PR, tang cudng truyen thdng giao luu van hda, phuc vu van hda ddi ngoai, chii ddng ap dung cac phuang tien truyen thdng dai chiing de thdng nhat nhan thiic xa hdi, ket hgp dugc sire manh tir truyen thdng van hda dan tdc, phong tuc tap quan tdt cua ca dan tdc va the manh tirng viing mien vdi sire manh thdi dai va qudc te 9/2070 217 ,'- Nghien cdu - Trao doi TAI LIEU THAM KHAO Nhieu tac gia, Ngogi giao vdn hda "vi mpt bdn sdc Viet Nam tren truang qudc te " , Nxb The gidi, 2008 Le Thanh Binh, Mpt sd vdn de ve qudn ly nhd nudc kinh te, vdn hoa, giao due tren the gidi vd Viet Nam, Nxb Chinh tri Qudc gia, 2009 Hpc vien Ngoai giao, Ky yeu Hdi thao "Dao tao ngudn nhan lyc phuc vy hdi nhap qudc te", Nxb The gidi, 2009 Tgp chi Thdng tin Ddi ngogi nam 2010 AHi r n ' • !!-;,;; 218 9/2010 ... khac, Td chirc quan he qudc tl ciia cac chu trang trai ciing tham gia vao viec quang ba du lich - van hda Phap Cac mang ludi du lich tren sir dyng cac khu nha ndng dan sd hiiu dupc sira chira... dien van, quan tri quy trinh lap ke hoach, cac budc trien khai hanh ddng, tien lieu, 9/2010 207 'St',' Nghien cdu - Trao doi dy bao cac nguy ca cd the phat sinh va each thiic giai quyet, quan tri... xuat 300-320 kg pho-mat Lgi nhuan rdng thu dugc la 2000 Euro/thang va ddng bao hiem du de neu san xuit gap thien tai, de bi dich benh thi se dugc ca quan bao hiem chi tra Cai dang hpc tap d trai