SOME PUBLIC RELATIONS SOLUTIONS FOR FPT UNIVERSITY IN 2011 – 2012
VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS
Major: Business Administration Code: 60 34 05
MASTER OF BUSINESS ADMINISTRATION THESIS
TABLE OF CONTENT
ACKNOWLEDGEMENT i
ABSTRACT ii
LIST OF FIGURES viii
LIST OF ABBREVIATONS ix
INTRODUCTION 1
1. The problems 1
2. Objectives and aims 3
3. The scope 3
4. Data sources 3
5. Study method 3
6. Contributions to the essay 3
7. Main structure of the essay 4
Chapter 1: PR theoretical bases 4
CHAPTER 1: PR THEORETICAL BASES 5
1.1 PR theory 5
1.1.1 PR concept 5
1.1.2 PR’s principles 8
1.2 Importance of PR 20
1.2.1 Role of PR in enterprise 20
1.2.2 Roles of PR in marketing 20
1.3 Development and implementation procedure of a PR program 22
1.5 – Implementation methods 34
1.5.1 –Publications 34
1.5.2 – Events 35
1.5.3 – News 37
1.6 Corporate Social Responsibility (CSR) and PR’s responsibility. 39
CONCLUSTION OF CHAPTER 1 41
CHAPTER 2: ANALYSIS OF CURRENT PR SITUATION IN FPT UNIVERSITY ( FU ) 42
2.1 Brief of FPT University 42
2.2 Operation principles of FPT University 43
2.3 Assessment on messages sent to customers 44
2.3.1 Interview the public about FU objectives 44
2.4 Target community group of FPT 47
2.5 Analysis of current PR situation in FU 50
2.5.1 Current PR situation in FU 50
2.5.2 “Go Mass” strategy of FU 60
2.5.3 CSR development and application in FU 61
2.6 – PR situation assessment in FU 62
2.6.1. Advantages 62
2.6.2 Shortcomings 63
CONCLUSTION OF CHAPTER 2 65
CHAPTER 3: SOLUTION PROPOSAL OF NEW PR PROGRAM FOR FPT UNIVERSITY IN 2011-2012 66
3.1 Proposal of solution 66
3.2 Building program for FPT by PENCILS 67
3.2.3 Propose execution methods 68
3.2.4 Budget planning 69
3.2.5 Result evaluation 70
3.3 Implementation method 70
3.3.1 Publications 70
3.3.2 Events 72
3.3.3 News 72
3.3.4 Community relations 73
3.3.5 Identity tools 75
3.3.6 Lobbying 77
3.3.7 Social investments 78
3.4 CSR in FU 79
CONCLUSTION OF CHAPTER 3 79
CONCLUSION 80
REFERENCE 81
LIST OF FIGURES – Some public relations solutions
Figure 1: Model of an event organization 36
Figure 2: 6C model 38
Figure 3: Pie chart 59
Figure 4: Pencils model 67
LIST OF ABBREVIATONS-Some public relations solutions
PR: Public relations
CSR: Corporate social responsibility
FU: FPT University
HSB: Hanoi School of Business SEO: Search Engine Optimization RSS: Really Simple Syndication IT: Information technology
BBA: Bachelor of Business Administration
INTRODUCTION
1. The problems
PR has been established and developed for a very long time, it always develop in parallel with sales and trade of human beings under different forms and names. It plays an important role in enterprise. In order to be able to exploit effectively PR’s benefits, the enterprise shall be aware of new trends to have absolute exploitation method. Our country currently has transferred to market economy. Education business is a sector with new and special characteristics emerged in recent years in our country. During subsidy period, brand promotion, prestige building in the education institutions was not paid attention. With the development of the country, however a series of semi-public and public institutions have been established. The brand promotion and prestige building for training institutions are gradually concerned. PR however has been recognized in training facilities for a relatively short time, the awareness of PR is not sufficient.
2. Objectives and aims The essay aims at:
Assessing current situation of PR at FPT University and giving solutions to PR program for FPT University in 2011 – 2012.
3. 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.
4. Data sources
Use and present information and statistics of University of FPT used to study and main figures in the period 2005 – 2009.
5. Study method – Some public relations solutions
The dialectical materialism and historical materialism method are applied throughout the essay In addition to documentation study methodology, statistical analysis, typical comparison and survey, collection and real data analysis methods (both secondary and primary data). Besides secondary data (secondary data), the author also collected primary data (through in-depth interviews of a number of subjects as described in Chapter.
6. Contributions to the essay
The essay is contributed theoretically and practically by:
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.
7. Main structure of the essay
The essay is made of 85 pages, including: Introduction, conclusion and reference documents. The essay is composed as follows:
Chapter 1: PR theoretical bases (FU)
Chapter 2: Analysis of the current PR situation in FPT University
Chapter 3: Solution proposal of new PR program for FPT University in 2011-2012
CHAPTER 1: PR THEORETICAL BASES
1.1 PR theory
1.1.1 PR concept
PR for local industries, “Movement of singing dominates bombs”, “Youth with three readiness” – Women with three charges” …which are very effective PR activities to propagate optimistic, patriotic spirit as well as policy orientation of the state in wartime. Tree Planting Tet initiated by Uncle Ho is also a community activity to advocate environmental protection in a very attractive, alluring and successful way. So what is PR? There are many different concepts of PR, the reason for this is: PR is quite large, present in many living areas, all commercial or non- commercial organizations. It exists whether we want it or not, otherwise it is out of our decisions. PR includes all communications with people who contact organizations. All individuals in the society is using PR, unless they are completely isolated and without contact with humans.
TRUNG TÂM LUẬN VĂN MBA-VIP VIẾT THUÊ LUẬN VĂN THẠC SĨ & TIẾN SĨ CHẤT LƯỢNG CAO.
Để biết nội dung toàn bộ bài viết xin bạn liên hệ với chúng tôi:
- Hotline: 0926.708.666
- Zalo: 0926.708.666.
Email:Lamthueluanvan2014@gmail.com
