The problems
Public relations (PR) has evolved alongside sales and trade throughout history, playing a crucial role in the success of enterprises For businesses to thrive, they must establish a robust PR strategy that adapts to changing circumstances and operates on foundational principles.
In the era of globalization, public relations (PR) has become essential for enhancing brand visibility and establishing business credibility The rapid advancement of information technology and the internet has significantly transformed PR activities, leading to the emergence of new operational trends To fully leverage the advantages of PR, businesses must stay informed about these evolving trends and adopt effective strategies for optimal utilization.
In today's market economy, businesses must prioritize branding to stay competitive and adapt to emerging trends in public relations Integration into major trade organizations like the WTO and AFTA has increased the freedom of commercial activities, requiring companies to engage in fair competition As a result, establishing a strong brand identity has become crucial for the survival and growth of businesses across all sectors.
The education business sector in our country has evolved significantly in recent years, particularly following the subsidy period when brand promotion and prestige building were largely overlooked due to state control As the country developed, numerous semi-public and public educational institutions emerged, leading to an increased focus on branding and reputation management Despite the relatively recent recognition of public relations (PR) within these training facilities, awareness remains insufficient Consequently, the rapid growth of existing institutions has intensified competition, underscoring the critical need for effective brand promotion and prestige building across all educational establishments.
FPT University, a newly established private training institution, recognizes the significance of brand building and credibility in enhancing its public relations (PR) efforts The university has implemented effective programs aimed at achieving high efficiency in its operations However, as a nascent institution, FPT University faces numerous challenges, particularly in PR, which require strategic implementation methods to foster its growth With a focus on overcoming these obstacles, FPT University aspires to become the leading training university in Vietnam.
From the above requirements, through the time of study and learn at
For my graduation thesis at FPT University, I have selected the topic "Some PR Solutions for FPT University in 2011 – 2012." My aim is to provide valuable insights and strategies that will contribute to the university's strong and sustainable development.
This essay acknowledges its inherent limitations, stemming from a limited understanding and subjective viewpoints I am grateful for the invaluable contributions of teachers and friends that have helped me to develop and implement my ideas effectively.
Objectives and aims
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
This essay employs dialectical and historical materialism as its foundational methods, complemented by a diverse range of methodologies including documentation study, statistical analysis, typical comparison, and surveys Both secondary and primary data were utilized, with the author conducting in-depth interviews to gather primary data, as detailed in Chapter X.
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:
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:
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
PR THEORETICAL BASES
PR theory
Public relations (PR) can be observed in various cultural activities, such as the Dong Ky Firecracker Festival and the Lim Festival of Love Duet village, which effectively promote local industries while celebrating traditional heritage Initiatives like the "Movement of Singing Dominates Bombs" and "Youth with Three Readiness" reflect the use of PR to foster an optimistic and patriotic spirit, as well as to align with state policies during wartime Additionally, the Tree Planting Tet, initiated by Uncle Ho, serves as a compelling community effort to advocate for environmental protection The diverse definitions of PR stem from its multifaceted applications in society.
Public Relations (PR) plays a significant role in various aspects of life, influencing both commercial and non-commercial organizations It exists independently of our desires and is an integral part of all communications between individuals and organizations Essentially, everyone in society engages in PR, unless they are entirely isolated from human interaction.
So far, there are many definitions of PR, according to the book of
Frank Jefkins [3] stated 3 definitions which are accepted internationally and familiar with PR professionals
The definition of the Institute of Public Relations (IPR - Institute of British Public Relations) as follows:
“PR is a deliberate, planned and sustained effort to establish and maintain understanding between an organization and its public."
This definition emphasizes PR activities which are organized as a campaign or program therefore continuous effort; it is unable to exist without a plan
The second definition is Frank Jefkins [3]:
“PR includes all forms of planned communications, both inside and outside the organization, between an organization and its public in order to achieve specific goals related to mutual understanding.”
Frank Jefkins emphasized the importance of defining specific objectives in public relations activities, rather than focusing solely on general mutual understanding This approach allows for a clear evaluation of the success or failure of a PR campaign based on predetermined goals.
In a meeting between PR press correspondent academics from many countries took place in Mexico City in August 1978, everyone agreed the following statement:
Public relations (PR) is a strategic discipline that involves analyzing trends and predicting their outcomes It encompasses advising organizational leaders and executing planned actions that benefit both the organization and the public.
This definition focuses on application of study methods prior to plan
An organization's public relations (PR) efforts are crucial for building its credibility and reputation, as they reflect its commitment to public interests and social responsibility Effective PR strategies not only enhance an organization's image but also demonstrate its dedication to serving the community, ultimately influencing stakeholder perceptions and fostering trust.
However there are some PR viewpoints of some other researchers as follows:
Fraser P Seite, an American PR expert, defines public relations as a process that influences community awareness and thinking by showcasing positive qualities in a suitable manner, emphasizing the importance of two-way communication for mutual satisfaction.
Point view of Vi.wikipedia.org [16] encyclopedias page as follow:
Public relations (PR) involves the strategic management of communication between an organization and the public to cultivate and sustain a positive image PR activities encompass promoting successes, addressing failures, announcing changes, and engaging in various other initiatives to enhance the organization's reputation.
From the point of views stated we can summarize general concept of
PR as follows: PR is a system of principles and activities linked organically and consistently to build :
- An image: such as Kentucky Fried Chicken's image of Colonel
Senders - a an old man with white hair who is honorable, gentle, easygoing with all family members from small to the elderly like Kentucky Fried Chicken products
A powerful PR campaign aimed at promoting the message that "drugs are bad" can effectively utilize impactful imagery, showcasing the struggles of suffering addicts and the emotional toll on their families Incorporating insights from professionals such as doctors and law enforcement can further emphasize the detrimental effects of drug addiction Additionally, featuring beloved public figures like young singers, musicians, and successful entrepreneurs can amplify the campaign's reach and resonate with a wider audience, inspiring them to join the fight against drug abuse.
- An impression: I.e Heineken is the beer brand of successful people
To achieve this impression Heineken is consistent in all its activities: sponsor
“King” sport as golf and tennis, classical music
- A trust: “Please select Hillary Clinton to be the New York senator because she cares about women rights.”
To achieve success in public relations (PR), activities must target a specific audience and focus on a defined subject, whether it be a product like milk, a brand such as Vinamilk, a company like Unilever, a policy regarding helmet regulations for motorbike riders, a country like Vietnam as a new millennium destination, or even an individual like singer Lam Truong Professional PR is rooted in ethical standards, emphasizing the importance of conveying accurate and positive information about the subject to the audience The fundamental principle of effective PR involves informing the right audience at the right time and place, using appropriate methods to ensure clarity and understanding.
Public relations (PR) is an interactive communication process where PR consultants not only disseminate information but also actively listen to and analyze the psychology, ideas, and trends within the community This understanding enables them to anticipate potential reactions, allowing for the development of effective PR strategies tailored to the audience's needs.
PR is activities aimed at:
* Listen (Customers tell about products)
* Exchange, impart (impacts of products to consumers…)
* Build impressive image (sponsor scholarship to students, organize
* Activities toward to the public planned due to time: small or large scale to objects
The formation of website has been changing basic principles of traditional PR activities
Over the past decade, the principles of communication and public engagement have evolved significantly, transitioning from traditional methods to the use of websites as essential PR tools for disseminating press releases and product information As a result, PR professionals accustomed to older practices are gradually adapting to these changes in the digital landscape.
It is the time we need to care about PR principles of new era To do this, firstly we need to change our PR perception
Before website was built, PR officers worked through a public media only Hereafter are traditional rules of PR:
The first reader of press release were editors or newspaper reporter
The PR officers must have important information before approaching media to send out PR tool
PR tools such as articles, press releases must include quotes from third parties, such as customers, analysts or expert
* The only way for people to know about the company through
PR by PR officers is whether the media is accepted to post these information, articles or not
* The only way to evaluate the effectiveness of PR tool is based on archives, article collection whenever the media “condescends” information of the company that advertised by PR officers
Nowadays, PR experts well-experienced in use of press releases to approach directly and quickly to different customers Most of marketing and
PR professionals understand PR impacts expressed over internet are instant Newspapers and television are no longer the only intermediate media Buyer’s directly access to information about the company
Media relations remain crucial in the context of a comprehensive public relations strategy Traditional public relations, including press and commercial releases through mass media, continues to hold significant importance for many companies.
But the first reader of PR are no longer journalists, editors PR readers are millions of people who have internet connections and know how to use online search tools
It is unnecessary to wait until important events are hold up to send new press release Let look for any valid reason to send them at all times
Instead of targeting a number of journalists, let build PR strategies directly towards to buyers
Write press releases with many keywords to search online
Build links to your website in PR tools to send potential customers
Optimize press releases, PR articles so as to be the most suitable with online search and browsing
Direct people to sales process of the company through PR campaigns Directly access to buyers
To take maximum efficiency of online PR method, PR officers write press releases, PR articles about anything that the company is implementing:
Give solution for an old issue
To run an effective PR campaign, PR professionals must adopt a publisher's mindset Today's marketing experts understand that they are not just promoting products; they are also information providers who manage their content as a valuable asset, similar to how publishers operate.
Publishers prioritize content creation as a foundational activity, subsequently focusing on design and strategies for effective content dissemination They identify their target audience and tailor their content to fulfill the specific needs and preferences of that audience.
Like a publisher, PR officers need to ask themselves questions such as:
Understanding your audience is crucial for effective communication; identify who they are and how to engage them Address the specific issues they face and demonstrate how your content provides solutions To capture their interest, create compelling information that resonates with their needs and desires Ultimately, produce content that not only attracts attention but also motivates readers to invest in your offerings.
Importance of PR
1.2.1 Role of PR in enterprise
Public relations (PR) is an effective and cost-efficient strategy for businesses, significantly enhancing their public image and visibility By leveraging PR, companies can achieve impactful results that resonate well with their target audience.
Public relations (PR) serves as a vital link between businesses and community groups, both internally and externally By facilitating effective communication, PR enables companies to convey their messages clearly to customers and the broader community.
Internal affairs community groups provide essential guidelines and ideas from leaders to effectively communicate with their teams, ensuring the successful achievement of objectives while addressing and resolving any potential disagreements within the organization.
With the external affairs community group, these messages are to help customers easily imagine each time seeing a brand
Public relations (PR) effectively resonates with the audience, allowing it to penetrate the minds of customers and enhance brand visibility By utilizing intermediaries like sponsorships and news articles, PR adopts a less commercial approach, fostering deeper connections and expanding brand reach.
1.2.2 Roles of PR in marketing
Public Relations (PR) plays a crucial role in the Promotion aspect of the Marketing Mix, commonly known as the 4Ps: Product, Price, Place, and Promotion Within this framework, P4 encompasses various integral marketing communications, with PR being a key component alongside advertising, promotions, direct marketing, and personal selling.
So, how is PR different from advertisement?
First, PR is more objective than such activities which often use objective intermediaries to bring messages to consumers:
- Press release and articles on radio
The message of PR activities is often informative rather than not commercial, so it is more acceptable
Secondly, PR activities bring more specific information to consumers
Public relations (PR) activities typically incur lower costs compared to traditional advertising, as they do not require significant expenditures on media leasing or high production creative design Companies often allocate budgets for PR that are several times less than their advertising costs Despite the lower financial investment, the effectiveness of PR remains strong due to targeted messaging and the powerful impact of word-of-mouth communication.
PR activities require consistency over time, as elements like slogans, product characteristics, and business strategies may change frequently to align with market trends However, establishing and maintaining a strong brand image and values is a long-term process essential for gaining public trust.
Another feature of PR is usually to bring specific benefits to subjects
Many companies engage in PR activities aimed at evoking public emotions rather than promoting specific products These efforts can yield varying degrees of positive impact on society.
Development and implementation procedure of a PR program
Effective planning of a PR program is essential as it establishes clear targets for assessment, enables accurate calculation of time and costs, helps prioritize and schedule activities, and assesses the feasibility of achieving set goals.
Without specific plans, PR professionals will have to work due to daily program PR will always embark on new jobs and maybe never finish other job
Summarizing the year's implemented strategies and their effectiveness proves challenging, akin to navigating a ship without a clear destination Without collecting vital data and insights, the journey becomes futile, ultimately leading to stagnation as resources are depleted.
4 reasons for planning PR program:
- To establish targets for PR activities, creating a basis for evaluating the future results
- To estimate the number of working hours and other related costs
- To select priorities of number and implementation schedule of different activities in the program
- Decide feasibility of carrying out objectives set out in sufficient personnel condition with appropriate capacity, available equipments such as office equipments, cameras or transportation means and full funding
In the realm of effective planning, key factors such as hours worked, priorities, schedules, resources, equipment, and funding must be carefully considered This approach applies economic principles, highlighting the scarcity of products and services in the market due to limited availability By analyzing various planning models, it becomes evident that achieving optimal results requires focused effort on a select number of strategic plans.
Without specific plans, PR professionals will have to work due to daily program He/she will always embark on new jobs and will probably never finish other jobs
Summarizing the implemented strategies and their effectiveness at year-end proves challenging, akin to navigating a ship without a clear destination Without proper assessment and direction, efforts become futile, ultimately leading to exhaustion of resources A public relations approach devoid of professionalism mirrors this scenario: lacking purpose and yielding no tangible benefits.
Hereafter is steps for a basic PR plan mostly accepted by PR experts in accordance with the following document [32]
- Evaluation content: Where we're in the public mind? Which problem that the public do not exactly understand?
- Assessment methods: survey on opinions, attitudes, review of reports; internal environmental assessment external factor assessment
The success of a goal-oriented plan relies on the relevant skills and performance of those involved To effectively assess the situation, it is crucial to ask key questions, such as: Where do we currently stand? What issues are not clearly understood by the public?
Before launching a PR program, it's essential to establish a clear starting point by understanding how the public perceives it This process is akin to studying the terrain before a military battle, as it requires gathering crucial "intelligence" or information to ensure effective communication and strategy.
If we only forecast or assume or act by feeling or instinct then we can make mistakes and PR programs will become useless
Procedure to transfer basic circumstances by PR activities
PR professionals frequently encounter fundamental situations aimed at enhancing public understanding The primary objective of public relations is to impart knowledge, even in cases where the audience may disagree or feel discomfort with the information presented.
A well-structured public relations (PR) program fosters understanding between diverse groups, such as Christians and Muslims, or between individuals struggling with addiction and their supporters Instead of solely aiming to shape a positive perception of a company, PR's primary objective is to promote public acceptance Achieving this acceptance is crucial, as it is challenging to embrace something that is not fully understood.
There are four negative situations in step “evaluation of this situation”
Opposite: We need to make questions: How about level of opposition?
Which way is opposition expressed? Why does it exist? Can it be solved? How to resolve it?
Prejudice can stem from various factors, including family influences, education, religious beliefs, societal norms, environmental conditions, or even simple misunderstandings Historically, British individuals harbored prejudices against Japanese products; however, perceptions have shifted over time, and these goods are now well-regarded.
Prejudice can be overcome through a transformation in mindset, as illustrated by Leon Festinger's theory Initially, individuals may exhibit a conservative attitude towards new ideas and resist change However, once they begin to embrace a new perspective, they often become passionate advocates for this new way of thinking, ultimately rejecting their previous ideologies.
Ignorance : This is the worst “enemy” of the understanding It may be a
The effectiveness of public relations hinges on its ability to engage and resonate with the audience, as emphasized by journalist Ivy Ledbetter Lee A lack of interest can stem from selfishness, laziness, or a failure to present compelling information, as seen in campaigns promoting unleaded gasoline Despite low prices, initial disinterest arose due to insufficient persuasion regarding environmental preservation Successful PR must captivate and provide value to its recipients to truly make an impact.
A common challenge organizations face is the public's lack of understanding about their mission and offerings In today's fast-paced world, it's unrealistic to expect everyone to be fully informed Therefore, it is essential for businesses to embrace competition and actively work to establish a recognizable presence in the minds of their target audience.
Assuming that introducing someone to a topic is easy can lead to dangerous misconceptions and negative outcomes Widespread ignorance can significantly damage an organization's public image.
To effectively implement an attitude conversion process, PR professionals must maintain a realistic perspective, acknowledging that complete success is unattainable Setting incremental targets, such as aiming for a specific percentage of the public to change their understanding after the first campaign, can lead to more favorable outcomes in subsequent campaigns Additionally, PR practitioners should be aware that new generational groups continually emerge within communities, making attitude conversion an ongoing endeavor.
To accurately and effectively assess a situation, it is essential to thoroughly analyze the relevant information or statistics, which can be achieved through existing data or by conducting new research A common approach for public relations is the use of opinion polls to gauge public sentiment.
Corporate Social Responsibility (CSR) and PR’s responsibility
Corporate Social Responsibility (CSR) encompasses various definitions, with one of the most recognized being provided by the World Business Council for Sustainable Development.
Corporate Social Responsibility (CSR) reflects a company's dedication to sustainable economic development by adhering to environmental protection standards, promoting gender equality, ensuring labor safety and rights, providing equal wages, and investing in staff training and community development This commitment not only benefits the organization but also contributes to the broader advancement of society.
Over the past decade, an increasing number of companies worldwide have recognized the economic benefits of Corporate Social Responsibility (CSR) initiatives As the economy becomes more integrated and competition intensifies, addressing human resource challenges is crucial To retain top talent, organizations are focusing on competitive salaries, bonuses, robust training programs, and empowering employees Additionally, CSR plays a significant role in enhancing a company's reputation in the labor market While salary and job position are essential for motivating employees, CSR represents an intangible value that helps retain skilled individuals within the organization.
Many employees are often unaware of their company's Corporate Social Responsibility (CSR) initiatives, such as waste management practices This lack of knowledge leads to indifference towards the company's efforts, resulting in missed opportunities for internal marketing that could enhance CSR values To address this, organizations must improve internal communication to help employees recognize and take pride in their company's commitment beyond profit maximization Furthermore, it is essential for businesses to actively involve employees in CSR programs, fostering a sense of CSR spirit and consciousness that strengthens the bond between employees and the organization.
PR officers must recognize that implementing Corporate Social Responsibility (CSR) is essential for the success of businesses and organizations, regardless of their size The survival and growth of these entities heavily rely on the support of the social community and the strength of their relationships with stakeholders Consequently, the effectiveness of PR efforts is assessed based on the positive impacts of these CSR initiatives.
Use CSR programs to exploit PR positive points
Emphasize need of public acceptance
Serve the public by making views expressed in the public Provide information; create unity and harmony in society And fulfill social responsibility to promote human rights
Public relations (PR) in our country is still an emerging field that has garnered significant attention from individuals and organizations alike This chapter provides an overview of the key characteristics and perspectives on PR, aiming to enhance our understanding of this relatively novel discipline in our nation.
ANALYSIS OF CURRENT PR SITUATION IN FPT
Brief of FPT University
Milestones: FPT University is a university founded on 08/09/2006, 5 years ago, under the Government’s Decision No 208/2006/QD-TTg on official permission of FPT University Foundation
FPT University aims to develop high-quality IT professionals and skilled workers for FPT Corporation and the global IT industry The short-term training objectives focus on equipping students with the necessary expertise to meet the demands of both national and international information technology enterprises.
Training engineers in the industry involves close collaboration with IT enterprises Being part of FPT Corporation, the largest IT corporation in Vietnam, allows students to receive practical training and exposure to cutting-edge technology that is relevant on a global scale.
FPT University's curriculum is continuously updated to align with the ever-evolving IT landscape, ensuring that students receive practical training intertwined with research This approach enables students to stay current with the latest technologies and enhances their familiarity with modern advancements in the field.
Philosophy and methods of modern education
Especially focus on language skills: The curriculum that FPT
FPT University employs an innovative curriculum delivered in English, highlighting its commitment to modern teaching methods This approach significantly enhances the quality of training, particularly in the field of Information Technology.
Enhance training of production process, teamwork and personal skills are points which will ensure graduates to have the best job opportunities in FPT corporate and other leading enterprises
FPT University has established comprehensive training facilities in Pham Hung, My Dinh, Hanoi, and Quang Trung Software Park, Ho Chi Minh City, aimed at educating thousands of students The university is set to develop a modern campus spanning 30 hectares in Hoa Lac Hi-Tech Park, and it plans to expand its branches across major cities throughout the country within the next 3 to 5 years.
Students will engage with cutting-edge training equipment and experience optimal language learning conditions in an international setting They will practice using advanced technology and computers while benefiting from a comfortable, air-conditioned environment Additionally, they will have 24/7 access to a wireless internet network and a modern library, ensuring they stay updated with international standards.
Operation principles of FPT University
FPT University, upon its establishment, developed strategic goals to guide its growth To gain a comprehensive understanding of these objectives, the author engaged with the university's Senate and PR team Through this collaboration, the clear objectives set by FPT University were articulated and defined.
Free individual development and talent Soft skill and personality development university From practice to theory
Key soft skills Strong training environment Internationalization
Teaching and learning in foreign language International lecturers and students
International Training program International quality
Assessment on messages sent to customers
To capture the public's attention, organizations must understand their perceptions and desires Conducting thorough research is essential for identifying what the public wants and determining how well an organization meets those needs Ultimately, research provides valuable insights that guide organizations in effectively engaging with their audience.
2.3.1 Interview the public about FU objectives
The author conducted research to assess the level of brand awareness for FU among seven community groups This investigation focused on students, their parents, and local businesses, highlighting the brand's outreach and recognition within these key demographics.
How is FU brand evaluated?
FPT University, a newly established private institution, is recognized for its visionary approach and effective model Despite initial hesitations about its status, responses highlight the university's strategic direction, innovative working methods, and growing brand recognition as key factors contributing to its recent success.
Why selecting FU rather than others?
I choose FU because I have passion for information technology, and training orientation, I will begin contacting the work but from the third year rather than waiting until graduation to work
Some parents may feel hesitant, but many believe that enrolling their children at FPT University is a wise decision, as it facilitates their early transition into the workforce.
And I want to suffer great hardship in learning and working environment with highly professional
What do you understand When asked if you know anything
The PR activities of FU focus on enhancing their PR program, with students expressing that the internal journal is their quickest source of information They actively engage with books that align with their interests and aspire for the journal to consistently offer rich and diverse content.
What do you evaluate PR activities of FU?
There is a same comment about evaluation of PR activities of FU PR program at the school makes students very comfortable to learn, thus FU is growing up
Do enterprises have demand to recruit FU students?
FPT Software Company offers valuable internship opportunities for students from FU, allowing them to gain practical experience in their field while expanding their professional networks Through these internships, students enhance their communication and industry-specific skills, making them well-prepared for the workforce Employers recognize that FU students are quick to grasp job-related information, facilitating a smooth transition into their roles after successful recruitment.
Target community group of FPT
In FPT University, there are 7 types of groups which are targeted to:
1) Government: Although education is still an essential task of any government in the world But clearly, remaining and building relationships with members in the Government, Ministries, Departments, Branches will surely bring many more positive effects to universities at present in terms both finance and spirit
FPT University, a private institution, relies heavily on its relationships with community groups to effectively implement its policies and enhance its reputation However, its public relations with the government are lacking, primarily due to its foundation by a large corporation and its distinct teaching methods compared to other educational facilities As a result, the government still perceives FPT University as a lesser entity within the educational landscape.
The recent reorganization of the government group at FPT University has raised concerns about compliance and negatively impacted the university's image To restore confidence within the community and correct any misconceptions, FPT University must take proactive measures to communicate effectively This responsibility falls under public relations efforts aimed at enhancing the university's reputation.
2) Students: At training facilities, students play a crucial role in transferring their images and reputation Students are “ambassadors” and a
“PR” free and best for the university Whole society will look at the students to evaluate how the university is
FPT University students receive exceptional training, distinguishing them from peers at other institutions The university regularly hosts seminars to foster community engagement, alleviating the stress of lectures while sharing valuable information about FPT This initiative not only enhances the university's image among students but also promotes participation in social activities and student union contests As a result, students feel more secure in their learning environment, contributing to the positive perception of FPT University within the broader community.
3) Lecturer: FPT University considers administrative professionals: as employees as well as "internal customers" of the university
FPT divides this group into three types:
Type 1: Those who are interested protect and build the university In type 1, FPT always encourage and support them to enlist their enthusiasm to build the image of a university with social community
Type 2: Those who ignore everything outside of their work These people usually are highly committed and always do their good job they are assigned, but should not put too much hope in them
Type 3: Those who are pessimistic on their future as well as its future Leaders need to be careful with them
4) Alumni: This is a great resource that many universities around the world in general and FPT University in particular have forgotten or not fully exploited All alumni want their old school to develop and become prosperous In other countries i.e U.S universities have done very well this work And it's understandable why an extra-budgetary fund of U.S Universities is usually being wealthy and diverse Thus in order for FU to get goal of advertising it brand, confirming their name it is necessary to pay greater attention to this community group
5) Business and community: The evitable relationship between university - business has been and will demonstrate its preeminent This is one of the most positive elements which help knowledge to be able to break down “ivory tower” Ivory tower here means going round, this makes training of universities have bad quality, the link with the public is very helpful for training of universities Training institutions will know what businesses need from them, based on that to give correct directions to reduce unemployment rate of students after graduation and increasing prestige of the university
6) Mass media: Enlistment of support of the “customer” will bring numerous benefits to the university, particularly in case of a crisis FPT University focuses much on the community group because mass media is considered as the mode which can transmit fastest image of the university to the existing community groups, especially at present, age of information boom, mass media plays a great role in affecting a certain image with the advantage of being managed by a the number one technology group in Vietnam FU has used mass media as key method in promoting the FU brand and image
7) Students’ families: When parents prepare application for their children to enter in a university, they will refer to experiences of siblings in their families ahead before making a final decision So the community group is also very important in promoting the brand and attracting customers to the training institutions But currently, after researching FU, I realize that PR with the group is still not adequate, appropriate with its importance Thus, FU should pay more attention into it in the coming years.
SOLUTION PROPOSAL OF NEW PR PROGRAM FOR FPT
Proposal of solution
To overcome above disadvantages, during studying FPT University and practice, I would like to propose PENCILS to be solution for building and implementing PR program because of the following reasons :
To effectively engage diverse groups, it is essential to organize a range of public activities Public relations professionals utilize various tools to convey key messages to specific audiences, fostering mutual understanding, support, and strong relationships These tools are encapsulated in the PENCILS principle.
The PENCILS principle comprises a strategic framework of controlled public relations tools designed to enhance business collaboration in shaping community perceptions and awareness By facilitating effective communication, this principle ensures mutual satisfaction between businesses and the public, fostering a positive image and ongoing engagement.
PR has many tools supporting it, including many tools abbreviated PENCILS: Publications, Events, News, Community Affairs, Identity tools, Lobbying and Social investments
3.2 Building program for FPT by PENCILS
3.2.1 - Define targets for PR program
In period of 2011 - 2012, the first goal is also the most important:
To accomplish the important goal on FU’s PR activities, it is necessary to set goals as follows:
Build images for business administration department of University of
- Attract the attention of many individuals
- Make every effort to let the public know and understand FPT
- Publicize accurate information about FPT University
- Instruct concerned people the how to participate in FPT University
- Let the public know about FU’s activities
- Let the public know about research in FPT University
3.2.2 Define the community groups and propose execution methods
* Community of FPT is individuals, organizations, as follows:
Individuals who are not currently enrolled at FPT University but have a keen interest in the institution are crucial to its outreach efforts Effectively communicating information and sharing images of FPT University with these potential students significantly influences the university's image and the reputation of its various programs.
- Investors: they are investors who have major contribution in BBA - FU in particular and in general
- Media: This is a group of customers which has a large impact to the image and brand of BBA
- Public authorities: This is the group we should focus on in period of 2011 - 2012 to change the image of FU in the minds of this world
It is possible to review and choose popular media as follows:
- Press: Including online newspaper (website ) and paper newspaper
- Speech of relevant individuals to provide information and reputation, building FU image
Internal journal used in Faculty of Business Administration
+ Take part in social activities
Take part in events, professional seminars organized by other organizations
Organize charitable activities, brand promotion activities
Budgeting for activities is crucial for the successful implementation of PR initiatives Once the PR costs are determined, the responsible employees convene to discuss and propose budgets for various activities These activities are categorized to streamline planning and execution.
Cost for participation in group activities
Then list tasks and costs for each job
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
- Compared to the expected results.
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:
Publications are a crucial tool in public relations activities, garnering significant interest from Vietnamese enterprises Many companies are now effectively utilizing publications to enhance their media presence, resulting in a diverse array of media documents This approach facilitates comprehensive information sharing among the media, customers, suppliers, and investors, while also ensuring that employees receive information in a professional and efficient manner.
Publications have varying impacts on different entities For customers, particularly large companies like FPT and smaller networks such as FPT University, publications serve as a vital link, delivering consistent information regarding pricing, products, and promotional policies.
To enhance the broadcasting image and training quality of FU, it is essential to release targeted publications Therefore, FU should prioritize the development and dissemination of this content.
To enhance the visibility of the FU website and engage a broader audience, it is essential to utilize mass media for effective promotion This will familiarize the public with the FU platform, transforming it into a hub for sharing experiences, feedback, and expectations To achieve this, the FU website must undergo strategic improvements.
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
To improve efficiency, it is essential to have permanent staff dedicated to providing feedback Currently, the FU website relies on temporary staff answering questions via Yahoo, which limits the ability to offer personalized assistance on a larger scale.
Update continuously information about FU’s activities to whom interested in FU
FU has neglected the importance of engaging infrequent visitors to its website, as the current information primarily caters to regular users To enhance its reach and appeal, FU should prioritize the release of publications targeted at occasional visitors, thereby broadening its audience and improving overall engagement.
2011 - 2012 in order promote its brand and make people interested in FU
Events play a crucial role in enhancing a company's brand and product visibility by engaging the public and fostering beneficial relationships Various types of events, including press conferences, festivals, fairs, exhibitions, art shows, and sports events, serve as effective platforms for promotion and outreach.
FU should do that to organize more events to be able to promote the brand and polish reputation
To enhance its reputation as an international university, FU should collaborate with various organizations to host events such as conferences and international seminars Inviting the press and relevant stakeholders will not only elevate the university's profile but also create a lasting impression Although organizing such events can be costly, the benefits of increased visibility and prestige for FU are invaluable.
To effectively deliver information events to targeted objects, it is advisable to implement the established events process This approach ensures that the most accurate and clear information is transmitted to the intended recipients.
FU is committed to ensuring that all information shared in the media is accurate and comes from reputable sources To maintain a positive image, any concerns raised by readers regarding FU articles will be promptly addressed by the responsible parties This proactive approach helps prevent misunderstandings and reinforces the integrity of FU's reputation.
When giving message, it is neceesary to have limitation in line with proposed strategies to avoid costly and limit unnecessary costs
The messaging from FU should be clear, straightforward, and meaningful to its audience Currently, FU lacks a unified official message, which leads to PR activities that do not align with a common objective, resulting in decreased effectiveness.
To prevent misunderstandings, it is essential to communicate a clear message A well-defined message enhances the effectiveness of public relations efforts, as it conveys greater authenticity compared to traditional advertising This clarity not only attracts audiences more easily but also helps in establishing strong values and beliefs about the brand.
When selecting PR channels, it's crucial to understand the target audience that will engage with those channels Ensuring compatibility between the message and the chosen channel significantly enhances the effectiveness of communication, leading to better message transmission.
To ensure that recipients effectively receive the message, it is essential to organize PR events that convey a unified message about the FU brand These activities should be strategically designed to reinforce the FU brand identity and maintain a clear focus on its objectives.
In my opinion, I would like to propose manner of FU community relations as follows, FPT should do this
Community consultation is a vital aspect of FU's operations, where the organization actively involves the community in decision-making processes During meetings with the business community, FU representatives present data and the current situation, encouraging businesses to provide feedback and propose solutions This collaborative approach allows FU to utilize the gathered insights to enhance and develop their projects effectively.
CSR in FU
FPT University implements a business-oriented training model that engages students in real company projects, fostering a deep understanding of their future responsibilities Aligned with its development strategy, the university's Personal Development Division conducts monthly workshops to enhance students' soft skills and instill a sense of personal and social responsibility This approach ensures that students stay informed about current trends, enabling them to create products that are genuinely beneficial to both society and themselves.
FU students and staff at FPT University actively engage in social responsibility initiatives, exemplified by their participation in a walk to support the "Join Hands for the Poor" campaign This involvement reflects their commitment to fostering societal development through the knowledge and kindness of Vietnam's future generations.
The author aims to propose solutions for PR programs at FPT University, acknowledging potential shortcomings in the essay Feedback and insights from teachers and peers are welcomed to enhance the program further.
Thank you for your attention!
The study confirms that FU is recognized as a reliable university by the public, enhancing its brand and image Effective public relations and strategic marketing efforts have contributed to a distinct FU identity that resonates with the community As a result, FU not only enjoys popularity among students but also attracts numerous collaboration invitations from universities worldwide Additionally, research indicates strong public awareness of the FU brand.
The value of a PR engine transcends quantifiable metrics, as it relies on the genuine thoughts and impressions of countless individuals rather than the strategic control of any single group.
Vietnamese universities can enhance their public image and credibility by leveraging their strengths and addressing weaknesses through effective public relations strategies By fostering trust and a positive reputation, these institutions can achieve their goals more readily, particularly in the context of an economic downturn where businesses are reducing marketing and communication budgets.
In times of crisis, businesses should prioritize public relations (PR) strategies, particularly leveraging PR tools, as they can effectively manage budgets while gaining a competitive edge in the market.
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Translators - Vu Tien Phuc; Tran Ngoc Chau; Ly Xuan Thu - Youth
3 Frank Jefkins - Public Relations – Translators Nguyen Thi Phuong Anh &
Ngo Anh Thy - Youth Publishing House: 03/2004
4 Marketing for New Age, Philip Kotler, International Marketing Seminar in Ho Chi Minh City
5 Dr Ngo Xuan Binh - Marketing Rules, Ho Chi Minh Publishing House
6 “Public Relations” Yearbook in Science seminar: Theory and Practice”,
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9 The Practice of Public Relations, Seitel F P.,Pearson & Prentice Hall, New
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12 What is PR? Public Relations: Theory and Practice, Johnston J., Alen &
13.http://tailieu.vn/xem-tai-lieu/marketing-moi-cho-thoi-dai-moi-hoi- thao-quoc-te-ve-marketing.2589.html
14.http://www.pr-squared.com/index.php/2009/07/the-7-elements-of- good-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
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-quy- trinh-thuc-hien-1-su-kien.html
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23.http://bulletin.vnu.edu.vn/btdhqghn/Vietnamese/C1695/C2123/2009/0
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?newsId6201485
28.http://library.nu/docs/PZVJNOFX6B/Marketing%20Management%2
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-pr- kotler-on-kotler
32 http://www.marketingvietnam.net/content/view/490/14/
33.http://quantritructuyen.com/chi-tiet/lap-ke-hoach-thuc-hien-chuong- trinh-pr/1359.html
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
Tran Hai Dang – FU student - IT Goal Ball 2010
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
