NGHIEN ClJU-TRAO 06l
Quan he giffa bao chi va doanh nghiep ngay cang chat che binh flang
• PGS, TS VO DUY THONG
Trong bdi cdnh bao cap, hau het cdc hoat ddng kinh te deu dupc bao cM phat Men, khai quat, dinh hudng, bang nhimg phan tich danh gia hay binh luan de bay td thai dp iing hg hay phan ddi. Rat nMeu sy viec, bdo cM ttd thanh khudn kho tu tudng cho cac ITnh vyc, tiong dd cd kmh te. Mdt tiidi gian dai bdo cM va kinh te van Id hai Itiih vuc rieng le, mgt dang la linh vuc tu tudng, mdt dang la ITnh vuc san xuat vat chat khd xa nhau. Ngay nay, bao cM da thuc sy hudng ra thi tnrdng, trd thanh mdt ngdnh kinh te quan ttpng ddng gdp mgt phan ddng ke vao ngudn ngan sach qudc gia. Mac dti van cdn khdng it tieu cue, nhung quan he giua bdo cM va doanh ngMep ngay cang phu tiiudc chat che vdi nhau, ttong sang, Idnh manh va ngay cang ben vting hon.
M
dt xa hdi cang cdng khai, dan chti, tieng ndi ctia bao cM truyen thdng cang quan ttpng. Tieng ndi bao chi dai dien cho mdt loai sue manh, dd la sue manh ctia du luan trudc mdt su kien mdi xay ra. Su kien vua xay ra do bao Meu cho cai gi, nd dting hay sai, cd phti hpp vdi ldng dan khdng, can bd sung hoan thien cai gi nua, tuong lai ctia nd the nao... phan ldn nhiing cau hdi dd cd the ttin thay qua bao chi.Va ttong mpt xa hpi phat trien dan xen rat nhieu van de phuc tap, bdo chi khdng the khdng cd mdi quan he vdi nhieu ITnh vyc khac, ttong dd mdi quan he hang dau la vdi kinh te.
Xua nay, bdo cM va kinh te vdn cd mdi quan he khang khit, hd ttg lan nhau. Trong bdi canh bao cap, ke ca bao cap tu tudng, hau het cac hoat dgng kmh te deu dugc bdo cM phdt hien, khai quat, dinh hudng, kem theo do, mgt sd td bao (thudng la bao ldn, tieng ndi cua Dang vd Nha nudc) ra xa Man,
binh luan danh gid, phan tich cac Men tupng tten, bdy td thai do ting hd hay phan ddi. Trudng hpp hiem hon, cd ban mgt sd cay btit "cd ttgng lugng"
viet bai phan tich, hudng dan mpi ngudi lam theo.
Qua trinh dd quen ggi la phat Men vd nhan rdng dien hinh. Cach thdng tin mgt cMeu tti tten xudng nay cung cd nhieu mat manh, thu dugc thanh cdng vang dpi. Nhieu cao ttao kinh te nhu "Gid Dai Phong" "sdng Duyen Hdi" cting tu day ma ra. Gan hon, cd the ke den chti trucmg khodn hd d VTnh Phtic, khoan den ngudi lao ddng d Hai Phdng, phong ttao "ke hoach 3" rdi "bung ra" ve stic sdn xuat ttong cdng nghiep... deu cd su ggi y tti' bao chi. Nhung dti vay, van thay bao chi va kinh te khdng phai la mgt. Trong rat nhieu sy viec, bdo chi tid thdnh mdt cdi khudn tu tudng cho rat nhieu ITnh vuc, frong dd cd kinh te. Thdng qua tigng ndi cua bao cM, nhieu dmh hudng tu tudng bao thu, duy y chi hoac minh hga cho nhitiig quan niem sai lam
Sdlhdng7-2016 i^y" I c h i n h tri & l i u y e n thdng 33
NGHliN CLPU - TRAO D 6 I
da lam tiiui chgt rdt nMgu sdng kidn suih ddng ndy nd tti ca sd, keo dai nhung hoang tudng, nudi duong chu ngMa thanh tich, td hdng Men thye, che day nhung hanh vi doi tii, mdm mdng cua te nan tham nhiing, lang pM sau nay. Mpt thdi gian dai, kinh tg va bdo cM tuy gdn bd m^t duet vdi nhau nhimg vdn la hai lmh vyc rieng le, mdt dang la linh vyc tu tudng, mdt dang la ITnh vyc sdn xuat vat chat kha xa nhau.
Nhung sau gan 30 nam ddi mdi va phat tnen, bdo cM vd kinh te cting ldn manh. Nhu mot nhu cdu khdch quan, su ldn manh do bupc chting xich lai gan nhau, nuong tya vao nhau. Quan he giua bdo cM vd kinh tS ddn dan ddi khdc.
Tti chd phy thupc hoan toan vdo ngudn kinh pM hoat dpng do ngan sach cap, bdo cM da vuon 16n ty cdn ddi thu cM, lam an cd lai. Ltic dau ciing khdng it khd khan. Mdt sd bdo, tap cM quen hoat dpng ttong CO che tap trung bao cap khdng dti sue buan trai ttong kinh td thi trudng, thu khdng dti chi, dan dan bi dao thdi. Nhung ttong hodn cdnh bi ddn ep do, mdt sd bao va tap cM tim dugc con dudng di len bdng each hudng ra thi trudng, lay phuc vy ban dgc lam cuu cdnh de tdn tai. Hg ddi mdi ndi dung, thdng tm nhiing gi ngudi dpc can thay cho chi thdng tm nhiing gi minh cd. Bai vd, tMgt kS den sd ttang bdo, ngay ra bao, gid bdo ciing phai ttiih toan phti hpp vdi viec van chuygn, phdt hdnh va thdi quen dgc bao ctia cdng chting. DT nMen, ttong qud tttiih thich ting vdi ca che thi trudng, khdng ttdnh khdi nhung ygu kem, khuyet didm nhu sai tdn cM, muc dich; thuong mai hda;
chigu theo thi Meu ciia mgt bd phan ngudi dpc cd trinh dp van hda thdp w . . . nhung ve can ban, bao chi va truyen thdng van ludn trung thanh vdi lgi ich ddt nudc vd dan tgc, la dpi quan dang tin cay tten ITnh vyc tu tudng, van hda ctia Ddng vd Nhd nudc, phuc vu tich cyc vd rat cd hieu qud ttong sy ngMep ddi mdi, hdi nhap, phat trien cua dat nudc.
Cung vdi viec lam tdt nhiem vu chinh tri, bdo chi cdn trudng thanh nhanh ca ve chdt lugng, sd lupng, ngMep vu lam bao. Rieng ve mat kinh te, bao chi da cd su trudng thanh vupt bac. Tti chd sdng dya
vao ngudn kinh pM bao cap, vi tri ttong nen te khdng ddng kl, bdo cW ngay nay da ttd mpt ngdnh kinh te quan ttgng, ddng gdp d^
vdo ngdn sach. Thdt khd cd th6 hmh dung dugi mpt ly do nao do, he thong bao chi nudc ta tr^
vdi thdi t^p tiimg bao cdp hiy nhiing tile n u i no chua h§n da dtit. Ly do dan gidn vi da phan:
cM khdng cdn cd thd ttd lai vdi nhimg ca che bupc qud u lac hau, ch^t hep mdt thai. Dgn 12.2013, ca nudc ta cd 843 ca quan bdo vdi 17.(
nhd bao cd tiie hanh nghd. So nha bao nay dang;(
phdi, ndm giu hang nghin ty ddng phdn nM6u^
chuih hp lam ra va dang tiep Uic sinh Igi mdi ni khoang 4.100 ty ddng tti so vdn dd. Mgt thi' khac, mdi nam doanh thu tu quang cdo cua THVN va Dai THTPHCM mdi dai Id 3.000 ddng. Theo thdng tin ctia PGS.TS Nguyen Vk Dung tai hgi thdo khoa hgc qudc te "Mgt sd dg cua bdo chi, truyen thdng hien dai" d Hgc Bdo cM - Tuyen truyen tM doanh thu nam 2009 bdo Tudi tte TPHCM la 780 ty, Thanh Nien 3;
ty, Cdng An TPHCM 450 ty..., vdi muc doanh nghiep hien nay, ddng gdp tu bdo cM ngan sdch khdng he nhd.
Cung tti chd ngudn thu chti yeu dua vdo ban, cac ngudn thu chinh cua bdo cM, truyen thoi ciing ngay cang da dang ban, bao gdm cac nj chu y8u sau:
- Qudng cao va cac bai vd PR mang tuih qi cdo: Ngudn thu nay thudng cMem 50% den 6(
cdc ngudn thu. Thdi gian gan day, ngudn thu n^
cua bdo in cd gidm xudng vi phai cMa se vdi bM dien tu nhung ndi chung cdn rat ldn. m
- Phat hanh va ban bao: La mdt ngudn thu d S l ke cua cac bao in. De phat huy lgi the ndy, cdc cf quan bdo cM xin phep ra them nMeu phy san, p ^ truong mang tinh thuang mai de tang lupng phfi hanh. Nhieu an pham phu cd lupng phdt hanh cadj ban gid dat han cd an pham cMnh.
- Kinh doanh cac san pham truyen thdng: Caf tang doanh thu nay chu y6u vdi cdc bao dien tti phign bdn bao ttSn dien thoai di dgng, n h # chudng, chuang trinh phdt tiianh, ttuygn hinh. 4
Ly InSn c h i n h t r i & Tk^iycn t h d n g Sdthdng 7-20M
NGHIEN CLPU - TRAO D 6 I
- Kinh doanh bat ddng san, phim anh, market- ing, PR, td chtic su kien, tu tMen, tim viec 1dm...
vd cdc boat dpng dich vy khdc nhu xudt ban, nha sach, sieu thi van phdng pham... thdng qua mgt cdng ty hoat dgng ttong long co quan bao chi, w . . . Nhu vay, ngoai quan he gitip dd lan nhau, sau nMeu nam phdt trien, da tdn tai mdt mdi quan he kieu mdi, mdi quan he giua doanh ngMep bdo cM vd doanh ngMep san xuat vat chat ttgn co sd btiih dang. Day la su qua lai, hd ttg lan nhau vg nMeu mat, nhdt Id lmh vyc tdi chinh. Quan he nay rd nhat ttong cdc boat dpng hpp tac kinh doanh VAT tti cac dich vy truyen thdng, kinh doanh bat dpng san va cac dich vy kinh doanh ngodi xuat bdn.
Lay mgt lutii vyc quan ttpng nhat la quang cao.
Quang cao nhu tten da ndi thudng cMem 50% dgn 60% kinh phi hoat ddng ctia mdt td bao. Cl nhigu nudc, khong the cd mdt td bdo xuat ban neu nd khdng cd quang cao. Theo thdng ke cua mdt vien ngMen cuu d Uc, lgi nhudn tu qudng cao ctia mdt td bdo d Singapore la 489USD/ nam (ttong kM vdi mdt td bao VN la 15 USD). CMnh vi vdy, nen bao cbi ctia Singapore rdt phdt tiien, cflng theo Vien CMshtlum nay, muc hudng thy bao cM d Viet Nara binh quan la 60 ban/1.000 dan/ nam ttong khi d Suigapore la 349 ban). Hien d Viet Nam cd tten 20 cdng ty truyen thdng chuyen cung cap thdng tin phuc vu quang cdo vdi doanh sd hang nam gan 3 ty USD, phan ldn Id cdng ty cua nudc ngoai. Trgn 70% doanh nghiep ldn ctia Viet Nam cd cdc phdng ban hoac it ra la can bd 1dm cdng viec PR, quang cdo. Tuy Luat Bao cM Viet Nam ngMem cam cac trudng cao ddng, dai hpc ngoai cdng lap dao tao can bg bdo cM nhung hien van cd 40 khoa, bg mdn ddo tao loai can bg nay dudi cdc ma nganh PR, truyen thdng, marketing, ky thuat truyen thdng...
Tren thuc te, khdng cdn mat hang my pham, thuc phdm chtic nang, thuc pham cdng nghiep ndo...
cd thi xudt hien tten thi trudng ma khdng can quang cao. Bang con dudng tang pM qudng cdo, nM6u doanh nghiep lien doanh da cMem het phan von cua pMa Viet Nam de tid thanh cdng ty cd
100% vdn nudc ngodi.
Cting vdi quang cao, cdn xuat Men nMeu hinh thtic nuong tya nhau dk cting tdn tai giira ca quan bao chi vd doanh ngMep. Neu nhu nMeu ca quan bao chi cd cdc boat ddng doanh ngMep thi nMeu doanh nghiep cung cd cac boat dgng bdo chi, nhat la cac dang bao dieu tti, website. Ngoai hon 200 webstie tdng hgp dupc cdp phep boat ddng chinh thtic, Viet Nam hien cd hang nghin webstie, blog, tten tiiyc te nhu la mgt trang bdo, phan nMeu la ctia cac doanh ngMep. Cac bdo, ttong dd cd bdo dien tti, cung cap cho cdc doanh nghiep nhiing thdng ttil nhanh vd chmh xac vd thi tiirdng, chua kg hang, gia ca, kinh ngMem kinh doanh, phd bien kien thtic cho ngudl tieu dung kM sti dyng san pham, ngudi cung cap nguyen heu w . . . Ngupc lai, cac doanh ngMep cung cap cho bdo cM nhihig thdng tin hap ddn ttong ddi sdng, tang lugng ngudi dgc de phdt trien xuat ban, cung cap ngudn kinh pM chti ygu cho mgi boat ddng. Theo mdt ngMen ctiu, bao Tudi tte TPHCM da thudng xuyen dung ttang 16 va trang 17 de dang cac thdng tm kinh te, frong dd chti ylu la cac dieu tra, phdng sy sudt 20 nam qua va dd la cdc ttang thu htit sy chti y ctia ban dpc. NMeu phdng su, digu tra ciia bao Thanh men nhu lan theo dudng day xang lau, md pM hanh ban, dudng ddy lam mtit keo, bdnh btin mat ve sinh an toan thye phdm da gitip bao tang lupng ngudi dpc dang ke.
Tat nhign, quan he giua bdo cM va doanh ngMep ciing cdn nMgu ban che, lgi dung ldn nhau, gay khdng it tieu cue. NMeu doanh ngMep lgi dung bao chi de phuc vu cho nhflng manh mung canh ttanh ttong kinh doanh, phyc vu nhirng lgi ich cd nhan khdng chinh dang. Nhieu co quan bao chi, nha bao lgi dyng doanh nghiep de kiem tien, kigm Icri. nhiing hanh vi do dang lam xau di mdi quan he tot dep gitia hp ttong mdt cdng chung. Nhung quan he gitia bao cM vd doanh nghiep ngay cang phy thugc chat che vdi nhau, ttong sdng, lanh manh va ngay cang ben vitiig hem. Dd la vdn quy dugc hinh thanh tir thuc tg nhieu gian khd, can dupc bao ve vaphattrign.G
Sdthdng 7-2016 Ly luan chinh tri & l^nyen thong 35
