VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS
PUBLIC RELATIONS SOLUTIONS FOR FPT UNIVERSITY IN 2011 – 2012
Major: Business Administration Code: 60 34 05
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 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
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
2.4 Target community group of FPT 47
2.5 Analysis situation in FU 50
2.5.1 Current PR situation in FU 50
2.5.2 “Go Mass” strategy of FU 60
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
3.2.3 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
Figure 2: 6C model 38
Figure 3: Pie chart 59
Figure 4: Pencils model 67
INTRODUCTION
1. The problems
Our country currently has transferred to market economy. During subsidy period, brand promotion, prestige building in the education institutions was not paid attention.
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 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
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.
CHAPTER 1: PR THEORETICAL BASES
1.1 PR theory
1.1.1 PR concept
We can see the presence of PR in many different aspects from Dong Ky Firecracker Festival, Lim Festival of Love Duet village which are traditional cultural activities but still perform 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. 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.
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