THÔNG TIN TÀI LIỆU
MINISTRY OF EDUCATION AND TRAINING THE VIETNAM NATIONAL INSTITUTE OF EDUCATIONAL SCIENCES PHAM THU HA PUBLIC RELATIONS MANAGEMENT IN EDUCATION OF PROVINCIAL/ MUNICIPAL PROPAGANDA AND TRAINING COMMISSION IN RED RIVER DELTA Specialization: Educational Administration ID: 14 01 14 SUMMARY OF DISSERTATION OF DOCTORS IN EDUCATIONAL SCIENCES HANOI, 2021 The work was completed at: The Vietnam National Institute of Educational Sciences Assoc.Prof.Dr Nguyen Tien Hung Advisor: Assoc.Prof.Dr Nguyen Nhu An Assoc.Prof.Dr Pham Minh Section 2GS.Dr Nguyen Xuan Hai Assoc Pham Minh My Reviewer 1: Reviewer 2: Reviewer 3: The dissertation will be defended in front of the Institute-level Judging Committee meeting at the The Vietnam National Institute of Educational Sciences, 101 Tran Hung Dao, Hanoi At on the day of , Dissertation can be found at: - National Library - Library of Vietnam National Institute of Educational Sciences INTRODUCTION Reason for choosing the topic Public Relations (QHCC) or in some cases also known as media or with some other names such as: community relations, social relations, , has been and is is a field that attracts the attention of research and investment of countries, organizations, businesses and individuals in the country and the world Even public relations is considered an attractive and challenging activity, a profession chosen by many people, not only young people In fact, public relations has been, is and will continue to be considered an important management function of organizations, including education and training institutions, especially agencies related to propaganda and development orientation of education and training such as Propaganda and Training Commission (BTG) in Vietnam In the field of education and training, since 2006, a number of universities and academies in Vietnam have officially enrolled training courses on public relations and public relations have also been and will really become a profession that many people prioritize when choosing in Vietnam Regarding the BTG, the Provincial Party BTG is a professional and professional agency responsible for advising the Provincial Party Committee in leading and directing the implementation of the Party's line, the State's laws and policies in the field of education and training, through performing the tasks of propagandizing, guiding, inspecting and supervising the implementation of the Party and State's guidelines on education and training to cadres, party members and the people, in order to bring the Party's Resolution on GD comes to life At the same time, study, advise and propose to the Provincial Party Committee guidelines and solutions on educational development to suit local conditions Thus, it can be seen that public relations in education play a huge and important role in the Party's propaganda work In those past year, in addition to the achieved results, the propaganda work of the Redemptorist Missions in the Red River Delta still has some limitations, especially the propaganda, direction and orientation of the press in the field of education, which has not been present in a timely manner; The work of grasping and forecasting the situation of people's thoughts, thoughts and aspirations on educational issues is sometimes limited One of the reasons for the above limitation is that the understanding of public relations in education is still quite fuzzy, leading to limited application of public relations in the activities of educational institutions, including the BTG In Vietnam today, it is mainly using foreign public relations documents for training at a number of higher education institutions; while the research works on public relations in education are very few, management of public relations in education is almost nonexistent and especially there is no research work on management of public relations in education of the BTG Therefore, the topic “Public Relations Management In Education Of Provincial/ municipal propaganda and training commission In Red River Delta” is considered urgent both in theory and in practice and requiring research Research objective Building a theoretical framework as a basis for BTG’s proposed solutions to manage public relations in education in the Red River Delta, contributing to improving the quality of education in the province and city in the present and in the following years Research objects and subjects 3.1 Research object Activities of BTG in Education 3.2 Research subjects Public relations and public relations management in the education of the BTG in Red River Delta Scientific hypodissertation In response to the requirements of Vietnam's educational reform, one of the important functions of the BTGs is to organize and establish two-way relationships with the public to advise, orient and direct, organize propaganda, popularize and explain to the public to be aware, thereby successfully implementing the guidelines and resolutions on education reform of the province and city for adjustment, supplement or develop new resolutions on education development accordingly However, at present, there is no systematic and comprehensive research on public relations and especially public relations management to improve the quality of public relations activities in education of the BTG in Red River Delta Therefore, if a theoretical framework can be built as a premise to research the current situation, and propose appropriate and feasible management solutions with the specific context and conditions of Vietnam as well as the world trend, it will contribute to part of improving the quality of public relations activities and public relations management in education in the Red River Delta Mission and scope of research 5.1 Mission - Building a theoretical basis on public relations, management of public relations in education of the BTG - Assessment of the current status of public relations and management of public relations in education in the Red River Delta - Proposing solutions to manage public relations in education in the Red River Delta - Test the urgency and feasibility of the solutions proposed by the dissertation topicchoose solution for in-depth testing 5.2 Scope - The main research on limited theory includes: (1) The concept and nature of public relations and public relations management in education of the BTG; (2) Theory of public relations and models for designing and operating two-way information communication channels in public relations and public relations management in education of the BTG; (3) The process of designing and operating public relations activities/programs and managing public relations in education of the BTG - Research on the current situation of public relations management in education of the BTG the Red River Delta - Research and propose solutions based on the actual context/status of public relations and management in education of the BTG the Red River Delta Research approaches and methods 6.1 Research approaches - System access - Historical/logical approach - Comparative approach - Access to attendees - Main approach in the operation and management of public relations in education 6.2 Research Methods - Theoretical research methods - Practical research methods + Survey method by questionnaire + Method of interviewing + Method of summarizing practical experience - Professional solution - Methods of processing information and data - Survey/test method Opinions In order to ensure a comprehensive and scientific framework for building a theoretical framework for public relations in education, which requires building on theories and models related to public relations in education, it is necessary to combine applications theory of participation, decentralization to organize the formulation and implementation of strategic plans associated with checking, evaluating results and providing feedback to stakeholders in order to improve public relations activities in education of the BTG In order to be able to check, monitor and evaluate the above results to ensure accuracy, transparency and fairness, it is necessary to rely on a theoretical framework, to build a set of standards, criteria and indicators associated with related processes, in order to be able to regularly self-assess and provide feedback to stakeholders, in order to improve public relations activities and public relations management in education of provincial/ municipal propaganda and training commission in red river delta Next, the proposed solutions need to ensure the promotion of strengths, overcome the limitations of the current situation of public relations and the management of public relations of the provincial/ municipal propaganda and training commission in red river delta The solutions proposed by the dissertation topic need to be tested for the urgency and feasibility according to the opinions of CCMT and stakeholders New contributions of the dissertation - Systematize and develop the theoretical basis of public relations and management of public relations in education of the BTG - Build and analyze the current picture of research problems in the Red River Delta, through building a set of questionnaires and conducting interviews with focus groups with relevant stakeholders to survey, analyze, and evaluate evaluate the current situation, based on the results of research on theory and especially the Framework of Standards, criteria and indicators according to the public relations process and public relations management in education of the Provincial/ municipal BTG - Proposing 05 urgent and feasible solutions according to the results of testing and experimentation, especially the set of standards, criteria, indicators and scales, assessment of public relations and management of public relations in education of the provincial/ municipal BTG, as well as implementation solutions to promote strengths, overcome limitations of the current situation of research problems in the Red River Delta Place of research topic The Vietnam National Institute of Educational Sciences 10 Dissertation layout In addition to the Introduction, Conclusion and Suggestions, References and Appendix, the dissertation is structured into three chapters as follows: Chapter Theoretical basis of public relations and public relations management in education of the BTG Chapter The current situation of public relations and public relations management in education of the provincial/ municipal BTG in the Red River Delta Chapter Solutions to manage public relations in education of the provincial/ municipal BTG in the Red River Delta Chapter THEORETICAL BASIS OF PUBLIC RELATIONS AND PUBLIC RELATIONS MANAGEMENT IN EDUCATION OF THE BTG 1.1 Overview 1.1.1 Public Relations 1.1.1.1 History Public relations has a history of more than 100 years (Watson, 2012) [71] and according to Cutlip et al (2000) about “Effective Public Relations”, public relations are considered to have been born in the United States since the early years of the twentieth century 1.1.1.2 Concept It is estimated that there are about 500 different interpretations and definitions of public relations at present However, there are four definitions of public relations that are generally accepted internationally Public relations can be understood as creating relationships of influence onenvironmentinside and outside of an organization or an enterprise, especially when it comes to public relations, it itself includes the management aspect or in other words, public relations itself is a management activity and work 1.1.1.3 Role Promote understanding of the organization and its activities, including its products and services, internally and to the public; Overcoming misunderstandings and prejudices among the public towards organizations and agencies; Deliver clear and quick messages to change adverse situations; Attract and retain talented people to work for you (internal relations); Creating a sense of social responsibility towards the community through sports, charity and fundraising activities; Building and maintaining brands for organizations and businesses 1.1.1.4 The nature and model of public relations The essence of public relations is a two-way information exchange process between the subject of the organization and the relevant public in order to influence public perception to achieve the subject's purpose QHCC usually includes four main components: subject, public, message, transmission channel, communication 1.1.2 Public relations in education In fact, there are few research works on public relations in education and the dissertation mentions some typical works: Jones, E (2008), Using PR strategies to enhance public relations in state secondary schools, University Huddersfield.; Smith, L and Mounter, P (2005), Effective Internal Communication… 1.1.3 General assessment and issues for further research Research topics and works on public relations have focused on relatively profound analysis in many different aspects about public relations in general and there have been a few works that can apply public relations in education However, in reality, the research works related to public relations in education, management of public relations in education and especially management of public relations in education of the BTG are almost nonexistent These are the contents that the dissertation topic needs to continue to research to apply public relations in education and especially in management of public relations in education of the BTG It should also be emphasized that the studies on public relations consider the nature of public relations to include the aspect of “management” of public relations and therefore, it is difficult to present and analyze public relations and management of public relations in the education of the BTG into separate content 1.2 Overview of public relations and management of public relations in education by the provincial propaganda department, city party committee 1.2.1 Key related concepts and terms - Public relations, public relations in education and public relations management in education Public Relations is a management function that establishes, implements, and maintains an organization's relationship with the public, through two-way strategic communication to ensure understanding, acceptance, and cooperation between the “subject” and “public” - Functions and duties of the BTG related to education and public relations in education Propaganda and advise the provincial/ city/town Party Committee on guidelines, views and policies of the Party on education and training work of the province and city - Public relations in education and management of public relations in education of the BTG Public relations in education of the BTG is to establish a two-way strategic information communication process with the public, to advise the province and city party committee on guidelines, guidelines, resolutions and directives on education issues in the locality discussion, at the same time deploying propaganda, monitoring and social accountability in the process, ensuring to meet the needs of the public and society Management of public relations in education of the BTG is the process of organizing the formulation and implementation of public relations plans related to education issues of provinces and cities to be solved, associated with inspection, monitoring and evaluation of results and feedback to stakeholders for improvement, thereby advising the province and city party committee on appropriate and feasible education resolutions, creating consensus in society 1.2.2 The nature of public relations and management of public relations in education by the provincial/ municipal propaganda and training commission -Nature of public relations in the education of the BTG is the process of exchanging and communicating information two-way between the subject BTG and the public concerned in order to influence their perception to achieve the subject's purpose; includes four main components: subject, message, the public, communication channel (Figure 1.1) THE SOCIAL ENVIRONMENT (2) Message (first) Subject/B TG Understand, care, trust, support or follow (3) The public (4) Communication channel channel - Natureof the management of public relations in education of the BTG is the process of organizing “Make - Implement - Check, monitor, evaluate the results and Feedback” strategic plan of public relations in education of the province, city and advise at all levels To delegate resolutions on appropriate and feasible education development, to create consensus in society on education issues of the province and city 1.2.3 Objectives, roles, functions, tasks, principles and forms - Target: The organization designs and communicates with current and future publics, to convince them to remain supportive of the direction of development, leadership and organization, key decisions and services of the provincial education sector, city - Roles: technical roles and management roles - Function: advise the province and city party committee on policy decisions, operational and communication processes, consider and analyze different public opinion on education issues - Mission: plan and organize the implementation Public relations (related to goals, budget, human and material resources, finance…) as well as evaluation of results and feedback for improvement, to create change to achieve the goals of the education sector - Principle: Public relations is a public service, not a private one; Honest; Towards CCM; Create a close relationship with the media; Use appropriate communication channels; Reasonable time; Carefully check information before publishing; Use eye-catching images - Form: there are many different forms of public relations and applied in the education of the BTG, which can be classified as follows: Based on the public relations channel, divided into forms such as public relations through the press, public relations through events, individual public relations personnel, public relations through documents, Based on objects divided into groups: internal public relations and external public relations; Based on the public relations objective to change perception; create or reinforce attitudes, beliefs, interests, etc.; behavior change: engaging in activities, creating new habits ; to investigate public perception, attitude, behavior 1.3 Theory, model and application to public relations, public relations management in education of the provincial and municipal party committee 1.3.1 Theory and application to public relations, public relations management in education of the provincial and municipal party committee - Theory of relations - Theory of persuasion and social influence - Theory of mass communication - Attendance and Hierarchy Theory 1.3.2 Model of communication and application in public relations, public relations management in education of the provincial and municipal Party Committee - One-way information dissemination model from BTG to the public - Public information - Asymmetric two-way communication model - Balanced two-way communication model 1.4 Process, content and criteria for public relations management in education of provincial/ municipal propaganda and training commission From the above presentation and analysis, here are the process, content and criteria of public relations and management of public relations in education of the BTG are divided into four stages and are detailed into nine steps as follows: (Figure 1.2) 1.4.1 Stage 1: A research organization is formed to analyze and identify educational issues, target audiences, the current state of public relations and public relations management in education by the propaganda department The dual goals of Phase are: organizing BTG The study analyzes the context to accurately determine the education problems of the province and city in the present and in the coming years, and the related causes that need to be overcome Next is to identify relevant CCMT, assess their awareness to advise the province and city committee to issue resolutions to solve that education problem; at the same time, analyze the current situation to make and organize the implementation of the strategic plan on public relations in education of the BTG in the coming periods Chapter THE CURRENT SITUATION OF PUBLIC RELATIONS AND PUBLIC RELATIONS MANAGEMENT IN EDUCATION OF THE PROVINCIAL/ MUNICIPAL BTG IN THE RED RIVER DELTA 2.1 Overview in the Red River Delta and provincial/ municipal propaganda and training commission in Red River Delta 2.1.1 Overview in the Red River Delta The Red River Delta (DBSH) includes 11 provinces and cities directly under the Central Government: Hanoi, Hai Phong, Hai Duong, Bac Ninh, Vinh Phuc, Hung Yen, Thai Binh, Nam Dinh, Ha Nam, Ninh Binh and Quang Ninh is the gateway on the East Sea to the world and one of the direct bridges between two dynamic development regions, Southeast Asia and Northeast Asia 2.1.2 Overview of the provincial/ municipal propaganda and training commission in the Red River Delta The Red River Delta has 11 propaganda departments, including the Propaganda Department of the Hanoi Party Committee; Hai Phong; Propaganda Department of Hai Duong Provincial Party Committee, Hung Yen, Bac Ninh, Thai Binh, Nam Dinh, Ha Nam, Vinh Phuc, Ninh Binh, Quang Ninh According to Regulation No 04-Qdi/TW of the Secretariat of the Party Central Committee: Provincial Party Committee is the advisory body of the provincial Party Committee but directly and often the Standing Committee of the Provincial Party Committee and the Standing Committee of the Provincial Party Committee on Party building work in the fields of ideological politics, propaganda, political theory, press, publishing, culture, art, science, compiling local party history The payroll of the provincial Party Committee's propaganda department is decided by the provincial Party Committee's standing committee The number of specialized divisions must not exceed 5, including a science room with functions and tasks of the highest leveladvising and assisting the Board's leaders on education and training; vocational education, labor, job creation in the province 2.2 Situation research organization 2.2.1 Target Objectives of the study, survey, assessment of the current state of public relations, management of public relations in education in the Red River Delta to identify strengths, limitations and causes From there as a premise to propose suitable and feasible solutions to overcome in the next Chapter 2.2.2 Survey content, tools and methods 2.2.2.1 Survey content:is designed according to the process, content and criteria of public relations and public relations management in education of the BTG presented and analyzed the theory in Chapter 1, including 04 stages and detailed into 09 steps 11 2.2.2.2 Survey tools:02 opinion forms for 02 main subjects: (1) Executive officers, staff of the BTG and relevant regulatory agencies, People's Councils and Unions at the provincial and city levels; and (2) CCMT, divided into: 2a) Executive officers and staff of educational institutions (schools, vocational schools, colleges and universities and continuing education centers; 2b) Learners; and 2c) Learner's family and community 2.2.2.3 Survey method The survey method is a combination of data review and field survey 2.2.2.4 Data processing methods There are 05 main assessment levels about the state of public relations and especially the public relations management in the Red River Delta of the survey respondents with the following meanings: (1) 1.00 - 1.80: “Not meeting the requirements of the criteria and indicators, so a comprehensive assessment is needed to improve the quality” (2) 1.81 - 2.61: “Insufficient response” requirements of criteria and indicators, it is necessary to evaluate according to thematic/field of quality improvement” (3) 2.62 - 3.42: “Fullfill the needs requirements of criteria and indicators, but it is necessary to continue to improve the quality according to the education issue of the province and city (4) 3.43 - 4.23: “Meeting quite well the requirements of criteria and indicators and continuing to improve as planned” (5) 4.24 - 5.00: “Good response requires criteria, indicators and is considered as a model for replication in the locality and the country” 2.2.3 Survey object and scale Surveyed 2364 questionnaires with groups of subjects: (1) 453 executive officers and staff of the BTG, related regulatory agencies (including 93 executive officers of the BTG, 115 employees; 119 managers of related agencies, 126 employees); (2) 1911 Target public (including 231 educational institution executive officers, 385 staff, 525 learners, 770 community) 2.3 The current situation of public relations and public relations management in education of the provincial/ municipal propaganda and training commission in the Red River Delta 2.3.1 Status of research organizations formed to analyze and identify educational problems, target audiences and public relations, and manage public relations in education (PHASE 1) 2.3.2 The actual situation of organizing the strategic planning of public relations in education of the provincial and municipal Party Committee (PHASE 2) 12 2.3.3 The actual situation of organizing the implementation of the strategic plan of public relations in education of the provincial and municipal Party Committee (PHASE 3) 2.3.4 Current status of the research organization, evaluating results and providing feedback for improvement (PHASE - Step 9) 2.3.5 General assessment of the current state of public relations and public relations management in education by the provincial and municipal Party Committee 2.3.5.1 Strengths and causes - Target set forth for the Stages/Steps of public relations and the management of public relations in the Red River Delta in general, ensure that they are clearly stated, understandable, appropriate and feasible Public relations strategic planning: The groups of CCMT related to education issues in provinces and cities are appropriately analyzed by the research organization, because they are determined by the research based on characteristics of CCMT groups Objectives and contents related to public relations and especially public relations management are periodically adjusted, supplemented or refreshed by the research organization according to the context The organization designs and implements the organizational structure, messaging and communication to implement the strategic plan of public relations: Building an appropriate organizational structure for implementing the strategic plan of public relations, as well as the process of “chairing - coordinating” between the BTG and stakeholders The organization designs the “messages” to communicate with CCMT clear, easy to understand, consistent with cultural traditions, characteristics, values, interests of CCMT and consistent with each other Managing activities of public relations officials and experts in education of the BTG: The detailed and detailed 3-year work plan for each year of the public relations staff of the BTG is appropriate and feasible by the organization to successfully implement the strategic plan of public relations in education of the BTG according to the context Information on monitoring and evaluation according to “trace” of the progress of planning implementation of public relations officials and experts is accurately and timely feedback to improve public relations officials and experts and stakeholders The reason is due to: There are mechanisms and regulations to ensure that stakeholders, especially the Education and CCMT sectors, actively and responsibly participate in the operation process under the “chair” and “proactive” direction of the BTG Information, operational results, and related regulations are guaranteed be publicly and easily accessible to stakeholders/CCMT for timely adjustment, supplementation and improvement 13 2.3.5.2 Limited and causes The research organization evaluates the results and provides feedback for improvement: The content and criteria for evaluating the results of the implementation of the strategic plan, the communication process and the information communication process should be proposed by the researcher suitable and feasible with the specific goals of awareness, acceptance and action in the context of the situation scene It is necessary to combine the evaluation of performance according to the process and the final result (at the time of assessment), qualitative and quantitative assessment methods that are consistent with each other and suitable and feasible with specific objectives on contextual awareness, acceptance and action; The public relations process and public relations management of the MOC should be associated with the appropriate and feasible set of standards, criteria and indicators of the quality/success of the public relations and the management of the public relations of the MOC according to the context Research organization formed to analyze and determine the problem of education in provinces, cities, urban areas, urban planning strategies: Guaranteedthe content of education problems and the causes facing the province and city that the public relations in education can perform under the responsibility of the BTG is correctly and appropriately determined by the organization according to the context/CCMT; Cognitive research of CCMT groups is a matter of continuous improvement Organizing the design and selection of communication and communication: Communication processes (information, persuasion, dialogue); Design organization and selection The communication, communication and PTT processes need to be further improved in accordance with the characteristics of the provincial, city and CCMT education issues Managing activities of public relations officials and experts in education of the BTG: Competency framework and corresponding levels of public relations staff and experts; The action plan of public relations officials and experts should be organized and developed appropriately and feasible according to the context, especially corresponding to the position of this team in practice The organization of monitoring and evaluation according to “trace” of the implementation of the plan of public relations officials and experts needs to not only about the results achieved compared with the strategic plan of public relations but also the level of demonstrated capacity It is necessary to organize the development of a policy framework to encourage and create positive working motivation for the contingent of public relations officials and experts that is appropriate and feasible according to the context 14 Organize capacity building of staff, officials of public relations in education of BTG to implement strategic plans: The capacity of officials and experts in public relations in education of the BTG needs to be improved to meet the requirements of the tasks according to the context It is necessary to develop a policy framework to encourage and support public relations staff in education to develop their careers It is necessary to well implement the roadmap to develop internal and external learning networks to ensure the sharing and learning of knowledge and experiences among public relations officials and experts in education CONCLUSION The dissertation has designed the survey form in 04 phases, detailed into 09 steps and 102 indicators (sentences) and combined with interviews with focus groups, combining some other methods, such as researching the second relevant document…, in order to collect information, data and analyze the current situation of public relations and public relations management in education of BTG in the Red River Delta, as a premise to propose suitable and feasible solutions to overcome in the next Chapter 15 Chapter SOLUTIONS TO MANAGE PUBLIC RELATIONS IN EDUCATION OF THE PROVINCIAL/ MUNICIPAL BTG IN THE RED RIVER DELTA 3.1 Principles of proposing solutions 3.1.1 Principles of ensuring objectiveness 3.1.2 Principles of ensuring systematicity 3.1.3 Principles of ensuring scientific 3.1.4 Principles to ensure practicality 3.1.5 Principles of ensuring interdisciplinary 3.1.6 Principles of ensuring inheritance and development 3.2 Public relations management solutions in education by the provincial/ municipal propaganda and training commission 3.2.1 Proposing a set of 04 standards, 09 criteria and 78 indicators and scales, evaluating the success of public relations management in education by the provincial/ municipal propaganda and training commission STANDARDS Research organization is formed to analyze and determine the problem of education in provinces, cities, CCMT and the current situation of public relations, public relations management in education (State 1) Criteria Research organization analyzes the context to determine the education problem of the province, city and causes (Step 1) Criteria Research organizations identify CCMT and analyze their perceptions related to education issues of the province, city (Step 2) Criteria Organize a research to analyze the current state of public relations and the management of public relations in education of the BTG related to education issues of the province and city (Step 3) STANDARD Organization of strategic planning of public relations in education of the provincial and municipal BTG (Phase 2) Criteria Organize the establishment of MTC & CT of public relations management (Step 4) Criteria Organize design, select strategies, resources and action plans to achieve MTCT (Step 5) STANDARD Organizing the implementation of the strategic plan of public relations in education of the BTG (Stage 3) Criteria Establish an organizational structure to implement the strategic plan of public relations in education of the BTG (Step 6) Criteria Organize and design effective messages and communication to implement the strategic plan of public relations in education of the BTG (Step 7) Criteria Managing activities of public relations officials and experts in education of the BTG and organizing capacity building (Step 8) 16 STANDARD The NC organization evaluates the results and provides feedback for improvement (Stage 4) Criteria The NC organization evaluates the results and gives feedback to adjust, supplement and improve (Step 9) 3.2.2 Manage information communication with stakeholders and the public to solve educational problems of the provincial and municipal propaganda and training commission 3.2.2.1 The goal and meaning of the solution The objective of this solution is to propose a process to manage information/communication with stakeholders and the public to solve the education problem of the province and city according to the public relations responsibility of the BTG 3.2.2.2 Content and implementation of the solution Step Research to collect and evaluate data to identify education problems of provinces and cities to be solved in different stages Step Planning information communication Step Organize the implementation of the information communication plan Step Evaluate results and organize feedback for improvement 3.2.2.3 Conditions for implementing the solution Systematize, finalize and publicize regulatory documents Organize propaganda, organize training for managers at all levels, staff, public relations experts of provincial/ municipal propaganda and training commission and stakeholders on knowledge and skills of organizing and operating the information communication system Gain support and consensus to participate from internal and external stakeholders of the Provincial/ municipal BTG 3.2.3 Research process, evaluate and respond to information for improvement of public relations and public relations management in education by provincial/ municipal propaganda and training commission 3.2.3.1 The goal and meaning of the solution The goal of this solution is to propose a process to evaluate the education problem of provinces and cities and provide feedback for improvement based on the MAIE model, contributing not only to building the current situation but also to proposing policies, policies, directives, resolutions and strategies related to the responsibilities of public relations and public relations management in education of the Provincial/ municipal propaganda and training commission 3.2.3.2 Content and implementation of the solution Step Measurement organization to collect, process and preliminarily analyze data related to provincial and city education issues to be solved (M-A) Step Organize in-depth analysis to determine the nature of education problems in provinces and cities that need to be overcome (A-I) Step Organize assessment to propose and implement guidelines, policies, 17 directives, resolutions and strategies to overcome educational problems of provinces and cities that need to be solved (E-PDCA) Step Organize feedback for improvement (F) 3.2.3.3 Conditions for successful implementation of the solution Documenting regulations and guidelines on the process of research, evaluation and feedback to improve public relations and public relations management in education of the BTG in provinces and cities according to the new proposed model above Organizing propaganda and mobilization for stakeholders inside and outside of the BTG in provinces and cities to participate Establish a network of experts Plan a suitable and feasible budget 3.2.4 Managing the activities of public relations officers and specialists in education of the provincial/ municipal propaganda and training commission based on their capacity 3.2.4.1 The goal and meaning of the solution The goal of this solution is to innovate qmanage the activities of officials and experts of public relations in education based on their capacity, ensuring their activities appropriate, meeting the educational development goals of the province and city according to responsibility of the BTG of provinces and cities 3.2.4.2 Content and implementation of the solution Step Planning the activities of officials and experts in public relations in education of the Provincial/ municipal BTG Step Organize monitoring and evaluation according to the “trace” of the implementation of the plan by officials and experts in public relations in education of the Provincial/ municipal propaganda and training commission based on their capacity Step Feedback for improvement 3.2.4.3 Conditions for successful implementation of the solution Documenting regulations, processes and procedures related to the operation management of public relations officials and experts in education of the Provincial/ municipal BTG; Organize propaganda so that staff, experts and stakeholders are deeply aware of the role and importance of operation management of public relations officials and experts in education of the Provincial/ municipal BTG; Planning and mobilizing funding sources and organizing capacity building for public relations officials and experts in education of the BTG in provinces and cities for managers at all levels and stakeholders 3.2.5 Organize capacity building training for cadres and public relations specialists in education of provincial and city Party Committees based on capacity 3.2.5.1 The goal and meaning of the solution The goal of this solution in order to improve the capacity of performing tasks of public relations officials and experts, to meet the educational development requirements of the province and city through the public relations according to the 18 responsibilities of the BTG of the provinces and city party committees in different periods 3.2.5.2 Content and how to implement the solution Step Organize the development of the required capacity framework for officials and experts in public relations in education of the Provincial/ municipal propaganda and training commission in different stages Step Organize the development of an overall training program for officials and experts in public relations in education of the Provincial/ municipal propaganda and training commission based on their capacity Step Organize needs assessment and plan training to improve capacity for officials and experts in public relations in education of the BTG in provinces and cities based on capacity Step Organize the formulation and implementation of training plans for officials and experts in public relations in education of the Central Committee of the provinces and city Party Committees based on their capacity Step Monitor and evaluate the results achieved and provide feedback for improvement 3.2.5.3 Conditions for successful implementation of the solution Documenting regulations, contents and processes of organizing capacity building training for public relations officials and experts based on capacity; Organize propaganda and advocacy so that stakeholders inside and outside of the BTG in provinces and cities, especially officials and experts, are aware of the importance of standardizing capacity through training and self-study and self-improvement; Plan a suitable and feasible budget 3.2.6 Relationship among solutions Solutions are organically related, bound, and intertwined The content of one solution is the goal of another solution or the implementation of another solution and vice versa It is necessary to implement solutions synchronously, not taking any solution lightly However, it can be seen that the Set of Standards, Criteria and Indicators of Solution is considered the foundation to implement and connect the remaining solutions together 3.3 Testing the urgency and feasibility of solutions and testing the content Solution 3.3.1 Testing purposes The purpose of the survey/test is to collect information to evaluate the urgency and feasibility of solutions Based on the survey/test results to adjust the content accordingly, feasible and further confirm the reliability of the solutions 3.3.2 Contents of testing (1) Urgency and feasibility of 05 solutions (2) Urgency and feasibility of each standard, criteria and especially 78 indicators on public relations and public relations management in education of the BTG 19 3.3.3 Methods and tools for testing The dissertation topic uses the method of collecting opinions by means of opinion questionnaires to examine/test the urgency and feasibility of 05 solutions for QHCC management of BTG, especially Set of 04 standards, 09 criteria and 78 related indicators according to the following 03 levels of measurement/assessment: “Very necessary”, “Necessary”, “Not necessary”; and “Very Feasible”, “Feasible”, “Not Feasible” 3.3.4 Subjects and scale of testing Testing with groups of subjects: (1) 453 executive officers and staff of the BTG, related regulatory agencies (including executive officers of BTG 93, NV 115; Executive officers of related agencies 119, NV 126); (2) 1211 Target public (including educational institution managers 231, NV 385, Learners 210, Community 385) 3.3.5 Data processing methods The opinion form is designed with levels: 1.00 - 1.67: “Not urgent” or “Not feasible”; 1.68 - 2.34: “Urgent” or “Feasible”; and 2.35 - 3.00: “Very urgent or “Very feasible” 3.3.6 Results of testing the urgency and feasibility of the proposed solutions a) Solution - Proposing a set of 04 standards and 09 standards measure/assess success Public relations and Public relations management in education of the BTG in Red River Delta Urgency and feasibility 09 criteria of 04 standards of Solution were assessed by the BTG, Regulatory agencies, People's Council, Union and CCMT with an average value in the range of 2.36 - 2.65 However, they are all rated as “Very Urgent” and “Very Possible” b) Solutions 2, 3, and The solutions are all assessed by the BTG, regulatory agencies, People's Councils, Unions and CCMT as “Very urgent” and “Very feasible”, and the order of steps is quite similar 3.3.7 Deep testing Solution The dissertation topic chooses a set of 04 standards, 09 criteria and 78 success indicators of public relations and public relations management in education in the Red River Delta of Solution for in-depth testing In fact, this set of standards has been proposed and completed based on theoretical research (Chapter 1) and reality (Chapter 2), specifically: Step 1: Based on the theoretical research presented and analyzed in Chapter 1, the dissertation has designed a questionnaire according to a set of 04 standards, 09 criteria and 102 indicators and outline of interviews/focus group discussions/ stakeholders to assess the current status of the NC problem Step 2: Organize a survey on the current situation of 02 main subjects: the BTG, regulatory agencies, People's Councils, Unions and civil servants (educational institutions, learners, families and communities) as presented in Chapter 2, focusing on collecting opinions that assess the current situation of public relations and public relations management in education in the Red River Delta, through research on relevant documents, data and the content of the opinion form ; 20 Thus, this Step is essentially testing a set of 04 standards, 09 criteria and 102 indicators on public relations and public relations management in education in the Red River Delta Step 3: Process survey data and draft a report on survey results, and then organize interviews, seminars, etc to discuss with focus groups in order to clarify unclear contents Opinion collection form with related subjects as described in the current situation study (Chapter 2) Step 4: Adjust and supplement to complete the Draft status report, especially the proposal to become a set of 04 standards, 09 criteria and 78 indicators (shortened from 102 indicators to 78 indicators) based on the research results on situation and interview, exchange focus groups Step 5: Complete the Set of 04 standards, 09 criteria and 78 instructions as described in Solution and continue to test the urgency and feasibility according to the framework of 04 standards and 09 criteria (in the content of Testing of solution); finally organize an in-depth test according to each criteria of 78 criteria Results of consultation on the Set of 04 standards, 09 criteria and 78 indicators both reached the levels of “Very Urgent” and “Very Possible” in deep testingation: CONCLUSION In order to successfully manage the public relations in education of the Provincial/ municipal BTG in the Red River Delta, the management subject needs to know how to synchronously implement a system of unified and supportive solutions Chapter 3, the dissertation has proposed solutions to ensure good science on the basis of general theoretical research and practical testing In which, the author has polled and tested the first solution that follows the BTG's set of 04 standards, 09 criteria, 78 indicators and a scale/assessment of success in public relations management in education The results show that the proposed solution is highly feasible and has been assessed by the BTG, regulatory agencies, People's Councils, People's Committees, mass organizations and CCMT as “very urgent” and “very feasible”, help the management of public relations in education of the BTG in the provinces and cities in the Red River Delta effectively Thus, the system of 04 standards, 09 criteria, 78 indicators and scales, CONCLUSION AND SUGGESTIONS Conclusion In the content of the dissertation, the author has: (1) Synthesized research on public relations and public relations management in education in the world and in the country; At the same time, the dissertation has introduced the process, content and criteria for public relations management in education of the provincial and municipal Party Committee with stages and steps (2) Conduct research on the current situation of public relations management in education of the BTG through a survey of 2364 managers and employees of the BTG; leaders and experts of the People's Council, Provincial People's Committee, relevant departments and CCMT 21 in provinces in the Red River Delta (3) Based on the actual situation of public relations management in education of the BTG in provinces and city Party Committees in the Red River Delta, the dissertation has proposed solutions to promote strengths to overcome limitations and causes of research problem situation The dissertation has conducted tests on the urgency and feasibility of solutions, also select Solution to conduct deep testing The experimental results show that: The system of groups of solutions proposed by the dissertation has a scientific basis and is highly practical, so it can be applied in the management of public relations in education of the provincial/ municipal propaganda and training commission in red river delta Suggestions 2.1 For the Central Propaganda And Training Commission At the beginning of the year and the beginning of the term, it is necessary to issue the Guidelines soon Provincial Party Committees, Party Committees, Party Committees, Party Committees and Party Committees at all levels under the Central Government perform a number of key tasks in science and education (including education) during the year and during the term, focus on the following tasks: the work of summarizing and preliminarily reviewing the Party's resolutions, directives and conclusions; The work of guiding, examining and supervising the implementation of the resolutions, directives and conclusions of the Central Government; Propaganda, grasping the social situation, fighting against false arguments in the field of education to: (1) Helping provincial Party Committees, Party Committees, Party cadres, Party Unions and Party Committees at all levels under the Central Government to effectively implement the Party's resolutions, directives and conclusions in the field of education, contributing to the implementation successfully implemented the Party's directives and resolutions; (2) Helping Party committees at all levels to well in propaganda and education among cadres, party members and people of all strata about the guidelines, lines and policies of the Party and State for the cause of industrialization and modernization and international integration Regularly open training courses to improve capacity for staff engaged in propaganda work in the field of education It is necessary to have guidance on propaganda information and timely orientation information before each policy of the Party, State and Industry (on education) so that cadres, party members and people properly understand the nature of the matter, not “warm up” the situation Periodically organize science and education briefings quarterly or every months to grasp the implementation of educational work in the locality, promptly solve local difficulties and problems 2.2 For provinces and cities in the Red River Delta Provincial/ municipal propaganda and training commission take the initiative 22 in formulating work programs and plans, directing and organizing the implementation of education in accordance with local realities Paying attention to and creating favorable conditions for human resources for the contingent of propaganda officers, guaranteed there must be a Training of Science Department and an increase in the number of staff for the Department, especially the staff monitoring and in charge of education 2.3 For the Provincial/ Municipal Propaganda And Training Commission In Red River Delta It is necessary to continue to research and experiment with public relations management measures in education to perform well advise and assist the Provincial Party Committee in propagating and guiding the Party's guidelines, guidelines, directives and resolutions on education and training into life From there, approving and promulgating a set of standards to measure/assess the public relations management in education; develop a specific and detailed plan on public relations management in education according to the contents of the proposed Standard Actively advise and assist Party committees in formulating plans, guiding, inspecting and supervising the implementation of resolutions, directives and conclusions of the central, provincial and city party committees in the field of education, especially in plan to implement the Resolution of the National Party Congress and the Resolution of the Party Congress of the Provincial Party Committee and Party Committee in the field of education Actively advise the Party Committee to strengthen leadership and direct the propaganda, dissemination and implementation of the Party's resolutions, directives, conclusions and documents in the field of education, focus on new documents issued during the year, within the term Regularly grasp the thoughts and public opinion of officials, party members and people in the area around education issues to provide information and advise the province and city party committee on the direction and orientation of education realistic, effective education Assume the prime responsibility for, and coordinate with agencies and units (especially with the Department of Education) in organizing the effective and practical implementation of programs and work plans of the provincial party committee on education, contributing to the good implementation of the provincial party committee's programs and plans on education The objectives, tasks and solutions are stated in the resolutions, directives and conclusions of the Central Government and the provincial and city party committee Organize training and retraining to improve the capacity of public relations for propaganda staff Develop strategies and roadmaps for investment and development of resources, effectively using administrative facilities, funds, and people to ensure public relations management activities in education according to the set of standards Periodically inspect and evaluate the effectiveness of public 23 relations management in education to make timely additions and adjustments in accordance with the actual situation 2.4 For the Department of Education and Training It is necessary to be aware of its role as a key factor in the implementation of the Party's guidelines, the State's laws and policies on education to cadres, party members and the people It is necessary to closely and regularly coordinate with the BTG, develop strategies on public relations, and assign a department in charge of public affairs so that the guidelines and policies of the Party and the locality can soon reach the public and reach consensus among cadres, party members and people in the area 2.5 For relevant agencies and educational institutions It is necessary to actively, actively, and voluntarily participate in the process of public relations management in education of the BTG on the basis of the direction of the provincial and cities party committee and its functions and tasks 24 REFERENCES Pham Thu Ha (2017), “The approach of public relations management in education of the provincial/ municipal propaganda and training commission”, Journal of Educational Sciences, No 146, November 2017, pp 59- 63 Pham Thu Ha (2018), “Nature and form of public relations and its application in education”, Journal of Education, special issue, September 2018, pp 85-88 Pham Thu Ha (2018), “Public relations framework in education of the provincial/ municipal propaganda and training commission”, Journal of Education, issue 444, 2nd term, December 2018, pp 14-16 ... Committee: Provincial Party Committee is the advisory body of the provincial Party Committee but directly and often the Standing Committee of the Provincial Party Committee and the Standing Committee... necessary to issue the Guidelines soon Provincial Party Committees, Party Committees, Party Committees, Party Committees and Party Committees at all levels under the Central Government perform a... field that attracts the attention of research and investment of countries, organizations, businesses and individuals in the country and the world Even public relations is considered an attractive
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