NGHIEN COU - TRAO OOl
QUAN HE CONG CHUNG DOI VOI CO QUAN HANH CHINH NHA NUVC - VAN OE VA GIAI PHAP
NGUYEN THI NGOC PHU^VNG (*)
1. Quan nigm ve quan he cong chung doi vdi cd quan hanh chfnh nha nUdc
Quan he cdng chung (vilt tat Id PR), dupe du nhdp vdo Viet Nam tQ cud'i t h l ky XX vd dQpc coi Id mpt nghi mdi, thu hut sy quan tdm ciia edng ehung, dgc biet Id gidi tre, bdi mQc thu nhdp hap ddn vd mdi trudng lam vide ndng dpng. Cd khdng ft ngudi ehua hiiu rd v l PR, ddn tdi vide nham ldn thudt ngQ ndy trong qud trinh thyc hien cdng vide. Thyc chd't, PR dupe hiiu: "li mot nginh thuoc ITnh
vUc truyin thong, cd chUc ning vi nhiim vu xiy dung, duy trt thong diip, quin ly truyen thong di lim cho cdng chung hiiu vi co thien chf vdi mot to chUc hodc ci nhin nio do. PR thuc hiin cic ki hoach hinh ddng di xiy dung hinh inh tfch cUc nham ning cao danh tiing cua mot ti chUc, ci nhin vdi cong chung cua ho. PR chin chfnh mang lai ldi fch cho ti chUc, ci nhin vi ci cdng chung"
Nhu vdy, PR Id mdt phdn ngdnh nhd thudc truyln thdng, dupe thUe hien nham mye dfch tgo dyng hinh dnh tfch cue eiia ed quan, td chUe thdng qua nhQng hogt ddng mang tfnh chiln lupc va k l hogch, hanh dpng ey t h l .
PR khac vdi qudng cdo d eho, nhd sdn xuat phdi tU len k l hogch, y tudng vd dau tU kinh phf de gidi thieu sdn pham tren cdc phUdng tien thdng tin dgi chung. PR Id vide cae edng ty td chUe cdc sU kien thu hut gidi truyln thdng d i n dUa tin v l sy kien dd d l quang bd cho ddn vj td chUc.
PR ehfnh phu Id hogt dpng thie't y l u eua Chfnh phii nham xay dung, tang cUdng m i l
(*) Khoa To chdc va quan ly nhan st/, HQC vi$n Hanh chinh
quan he khdng khft, gan bd giQa cae cd quan nhd nude vdi ngudi ddn trong vide ban hdnh, thye hien cde chii trydng, chfnh sdeh, quy djnh phdp ludt, vdi mye tieu hudng tdi Id sy hdi Idng ciia ngydi ddn.
Vai trd ciia hogt ddng PR chfnh phii t h l hien d hogt ddng ndi bd, hogt ddng dd'i npi vd hogt ddng dd'i ngogi.
Hogt ddng ndi bd. Mdt thyc t l d cac ed quan nhd nude hidn nay Id tinh trgng ehlng cheo ehUe ndng, nhiem vu. Vf dy, van d l qudn ly nhd nUdc v l ve sinh an todn thye pham lien quan d i n 3 Bp Id Bd Ndng nghiep vd Phdt triln ndng thdn, Bp Tdi nguyen vd Mdi trydng, Bd Y t l . Dilu ndy ddn tdi su thilu thd'ng nhd't trong thyc hien cdng vide, dun day trdch nhiem giQa cdc Bp neu tren;
thdm chf vide ban hanh van bdn quy phgm phap ludt cung rd't khd khan. Hogt dpng PR ndi bp giup edi thien tinh trgng chdng cheo nay, khi cdc cd quan cdng khai nhQng hogt dpng, nhiem vy, chQc nang cua minh thdng qua ede van bdn thdnh lap, quy djnh chQc nang, nhiem vy, hoac thdng qua cdc hinh thQc thdng tin lien cd quan, dang cdng bdo...
Qua dd dem Igi hieu qua cao trong thye hien edng vide, ddm bdo dupe tfnh cdng khai, rd rdng, gidm thilu sy lang phf nguon lye cdng.
Hogt dpng dd'i npi Id edng khai cdc chii trUdng, ehfnh sdch, phdp ludt cua Nhd nUde nham thuc hien phUdng chdm "dan bilt, dan bdn, dan lam, ddn kilm tra". Hogt ddng PR dupe thyc hien se giup ngudi dan hiiu rd v l vai trd eua td ehUe, can bd do minh bau ra, v l ed cd'u td chUe, hinh thQc, each thUe hogt dpng, nhQng thay ddi trong thye hien chQc nang, nhiem vu ciia td chQc, tQ dd dua Igi
Td chuc nha nu^c sd 10/2011
@nhQng an tupng tfch eye v l hogt ddng ciia (ngogi trQ mgng npi bd) d l tim kiem thdng tin eae cd quan ndy. Cdng ddn Id ngUdi thy c l n thilt, nhu cdc mdu vdn bdn cd lidn quan hudng eae djch vy cdng, d i n g thdi cung chju d i n cdng vigc mdt eua cd quan nao do. Vf tdc ddng true tilp tU eac chfnh sdeh edng. VI dy: cdc mdu kd khai ciia cd quan thul, cac vdy, hp chfnh la ngUdi ddnh gid dung ddn chfnh sdch ciia cd quan dp dyng trong thdi nhd't chd't lupng hogt ddng ciia cde ed quan gian tdi, th$m ehf ed t h l tlm h i i u cac khiu nhd nude. hi^u, tdn eh? ldm vide ciia mdt cd quan.
Mdt khde, d l nhdn thd'y ring, hogt ddng Ngodi ra, cdc b i l u tUdng (logo), biln hidu, PR Chan chinh cdn la cdng cg hQu hidu bdc d i n g phgc, trang trf edng sd, cung la nhQng bd nhQng lugn didu chd'ng phd eua cdc t h l hinh thQc nhdm gidi thidu tdi cdng chung cae lgc thu djch. Bdi le, khi nhdn ddn da thdng hogt ddng ciia cd quan, td chUc. Cd t h l nhdn sud't v l bdn ehdt vd mge tieu cua Nhd nQdc thd'y rdng, mdi mdt b i l u tUdng dupe chpn cd Id d l ddm bdo cupe sd'ng eho chinh minh, thl nhQng y nghTa ridng vd ddc trung cho logi sdn sang tg nguygn bdo vd chfnh quyin dd hinh hogt ddng cua td chQc. Vf dg: logo ciia bd't chap sg cdng kfch ciia kd thu. Kho bgc Nhd nude Vidt Nam Id hinh ding xu Hogt ddng ddi ngogi. Bdn cgnh vai trd va Id qud'c ky d trdn cung bdn phdi; ding trong hogt ddng ddi npi, PR ehfnh phii edn phgc eiia ngdnh Di^n lye la mdu da cam;
hudng tdi mdi quan hd mang tdm qud'c t l d l ngdnh T h u l chpn mdu xam... Tdt cd nhdm giup bgn be tren t h l gidi bilt d i n Viet Nam, mgc dfch qudng ba hinh dnh ciia chfnh ddn tQ nhQng thdng nam gian khd, bdng y ehf vj dd, d l khdng t h l nhdm ldn vdi mpt cd qudt cudng da anh dung dd'u tranh gidi quan, td chQc nao.
phdng ddn tdc, xdy dgng vd bdo ve dd't nUde, Mpt trong nhQng t h l mgnh ma cdc cd nay Id mdt Viet Nam thdn thidn, vl hda binh, quan hdnh chinh nha nUdc da va dang sii Id dd'i tde tin cay ciia cdc qud'c gia tren t h l dyng Id thdng qua hinh thQc tuyen dgng nhan gidi. Trong nhQng nam qua, Chi'nh phii da si!f sy d l dang tdi eac thdng tin v l cd quan tuyen dyng ede each thQc khae nhau, tQ nhQng dyng, vj t h l ciia cd quan, eac ydu cau dd'i vdi ehuyin tham chfnh thQc eac qud'c gia, td vj tri can t u y i n , cae che dp dai ngp dd'i vdi chQc ede sy kien quan trpng mang tam qud'c ngydi can tuyin... Nhd dd gidl thieu v l hinh t l vd khu vye, tQ ban dam phan eho d i n dnh ciia cd quan, cdng khai cac thdng tin va nhQng phdt ngdn ngogi giao.v.v... td't cd nhdm sdng Ipe dupe nhilu Qng vien.
myc dfch hddng tdi xdy dyng hinh dnh v l dd't Tuy nhien, bdn cgnh nhQng thdnh tyu da nydc vd con ngudi Viet Nam trong thdi ky dgt dUdc, d Viet Nam hien nay, dgc bidt la mdi. PR chi'nh phii trong hogt dpng ngogi trong khu vyc cdng, nhilu cd quan, td chufc giao dUde thye hien ehinh Id d l xdy dyng chUa thi^c sQ hiiu ro ndi dung, y nghTa cua
"thUdng hieu" vd tgo dyng vj t h l Viet Nam quan he cdng chung. VI vdy, each thQc thye trong cpng dong qud'c t l . hi^n PR eua cdc cd quan nha nudc cdn manh 2. Ve tinh hinh quan h# cong chung mun vd khong hidu qud. Vi dg, hogt dpng cua cac cd quan hanh chfnh nha ni/dc tuyin dyng ciia cdc cd quan hanh chfnh nha hign nay nUdc, thong tin v l vj trf tuyen dyng theo dung Cdc ed quan hdnh chfnh nhd nude thyc quy djnh phdi dUdc niem yet cong khai va hien qudng bd hinh dnh cua minh thdng qua ddng tdi trdn cdc phUdng tien thdng tin dgi cdc phUdng tien truyln thdng nhu hinh thdnh chung, nhUng nhilu ndi viec dang thdng bao trang thdng tin didn tQ (website) ridng cua cd ch? mang tfnh hinh thQc, thdi gian dang tdi quan, trong do ddng tdi cae thdng tin cdn ngdn va trong phgm vi hgp, khien cho cac thilt nhu cd sd hinh thdnh, chUc ndng nhiem Qng cQ vien khdng cd du thdi gian de nop h6 vy, ed cau td chQc, cae vdn bdn phap ludt do sd hoac thdm chf thong tin tuyen dyng chi gidi cd quan ban hanh... Ngdy nay chung ta hoan hgn trong cac m l i quan he quen bilt. D i ^ toan ed t h l truy cap vao mgng thdng tin nay da ddn tdi nhQng dnh hudng tieu ciiT
@ Td c h u c nhik n u ^ c sd 10/2011
trong cong tac tuyen dung cung nhu viec t^o diing hinh anh cua cd quan.
Dpc quyen thong tin la mpt h^n che trong quan he c6ng chung cua cac cd quan nha nudc. Neu nhu phan idn cac ho^t dpng trong cd quan dUdc tuan thu theo hinh thufc xin cho, thl viec cong khai cac thong tin cho nhan dan dUdc biet cung v i n thi/c hien theo hinh thufc nay. Neu nhU s^n pham cua cac cong ty l<inh doanh la nhOng dich vu thUdng mai, thi djch vy cua khu vi^c cong lai khong de xac djnh, va khong phiii luc nao co cung la CO cau. Vi du, khi de c$p den viec gi^i quyet thu tye hanh chmh, PR trong cac cd quan nha nUdc se gan lien vdi viec cong khai, minh bach cac ho^t dpng cua minh cho ngUdi dan biet va thuc hien. Nhung day la nhufng hoat dpng do cac cd quan nha nudc dpc quyen cung cap, nen mpt so cong chufc ldi dyng de sach nhilu, gay phien ha, col cong viec, phan sU cua minh nhU mpt hinh thufc ban phat dac quyen cho ngudi dan. TCf dd xuat hien nhOng hien ti/dng tieu cue nhu an hd'i 16, tham nhung...
"Van hda phong bi" da va dang lam mat di ban chat cua hoat dpng PR, khi cac cdng ty, td chufc s i n sang chi tien cho viec quang ba thUdng hieu hay hinh anh cua minh nham che mat nhOng ngUdi tieu dung "nhe da, ca tin"; tinh trung thuc cua san pham, Idng tin, su tfn nhiem cua khach hang bj dat xudng hang thuf ye'u. Day la mdt trong nhOng bieu hien khdng chuyen nghiep cua PR d Viet Nam hien nay.
Cung nhu cac hoat ddng thUc hien theo menh lenh hanh chfnh, thdng tin dUdc cdng bo tren cac phUdng tien thdng tin dgi chung chu yeu thdng qua trao ddi true tiep vdi thu trudng cd quan. Phan Idn eae ed quan nha nude khdng ed phdng, ban chuyen mdn ve cdng tae bao chf, tiep xuc vdi edng ehung hoac chl mang tfnh hinh thufc va hoat ddng khdng hieu qua. Dpi ngu can bd, cdng chufc lam edng tae tuyen truyen khdng difdc dao tao chuyen nganh ve quan he edng chung, quan he bao gidi, tham chf d mdt sd cd quan, nhufng nhan vien lam cdng tac thdng tin, tuyen truyen la nhufng ngifdi nang life han
che, khdng the dhm nhiem cae edng viee chuyen mdn khac.
3. G\k\ phap nang cao hieu quS hoat dpng PR trong cac cd quan hanh chinh nha nUdc
Trong thdi gian tdi, de hoat ddng PR eua cac ed quan nha nude dUpc thye hien cd hieu qu&, can ehu y den 3 van de sau:
Dio tao ngudn nhin li/c
Ddi vdi mpi nganh nghe, con ngUdi ludn dupe eoi la mdt trong nhOng yeu td quan trpng, quyet dinh den sU thanh edng eua td chufc, du d khu vUc cdng hay khu vUe tU.
Nghe PR eung khdng ph^i la ngoai le. Tuy nhien, tren thyc te PR la mdt nghe edn kha mdi md d Viet Nam. Hien nay, dao tao chuyen nganh PR khdng nhieu, phan Idn nhQng ngudi hogt ddng trong ITnh vue nay deu tCf nhOng nganh khac chuyen sang nhu kinh te, ngan hang, luat sU, nha quan ly... Hp lam viec vdi niem dam me nganh nghe mdi, SLf dung cae kien thufc chuyen mdn va hpc hdi tCf eae khda ngan han ve PR, cung nhU sy trai nghiem eua ban than. Nhu vay, dau tiin, de PR trd thanh mdt nghe mang tinh chat chuyen nghiep can cd mpt dpi ngu nhan vien dupe dao tao chuyen sau ve PR, trudc het la nhOng tri thtfc ve truyen thdng va quan he edng ehung, day la nen tang de phat trien va hinh thanh nhOng ky nang khae ve PR.
Didu nay gdp phan lam giam each nhin phien dien va sai lam ve PR dang tdn tai hien nay.
ThU hai, cac cd quan hanh chfnh nha nude can trang bi cho dpi ngu nhan vien PR eua minh nhufng ky nang can ed trong hoat ddng truyen thdng nhu lam bao, td chufc hpp bao, td chufc sy kien, \rk Idi phdng van... ThU ba, can lya chpn nhOfng ngydi ed kha nang phan tfch, danh gia, van dung cu the vao mdt ehien lupc khdn ngoan, bdi day la sii ket hdp giOa eac chf sd IQ (chl si thong minh trf tui) va EQ (chl si thdng minh cim xuc) eua tCfng ca nhan, khi can ph^i van dung ca nhOng kien thiie chuyen sau, nhtjfng ky nang nhu phdng van, thuyet trinh, lap ke hoaeh, quang ba, qu^ng cao... va kha nang nhay ben cua tCfng ddi tUdng. Dd la dieu hoan toan khdng d l dang ddi vdi nhufng ngudi cd chuyen mdn T o chwc n h a nuwc s o 10/2011
O
nhung khong cd kinh nghiem va ngUpc Igi, bdi tren thyc te nd la sy tdng hda cua nhilu yeu td khac nhau. C^e cd quan nh^ nydc mudn cd dpi ngu nhSn si/ l^m cdng t^e PR hung hau vdi nhOng y l u e^u da n l u d t r i n can phSi tap trung cho cdng t^e d^o tgo mdt each cd hliu qu^, khdng mang tfnh hinh thiic va ehe dp dai ngd phu hpp tgo ddng lye l^m viec cho nh&n v i l n .
Cd chi ho^t ddng
Trong cd c h l hogt ddng cua PR c i n t i p trung d vile hinh thinh h i thdng phip luit v l PR v i tang cudng hiiu bil't cho n h i n v i l n PR v l phip luit. H^ thdng p h i p luit v l PR l i d i l u ri't can thilt de hogt dpng PR dl dung hudng, bdi le, mpi hogt ddng d i u c i n ed quy djnh mang tfnh chi't phip ly. T r i n thiic te, d i y l i mdt nganh mdi, hogt ddng cdn dang mang tfnh ty phit v i ddi khi g i y ra nhQng tdn hgi v l v i t chat cho doanh nghiep, cung nhu vi phgm phip luit cua n h i n vien
PR va khich h i n g cua hp. Vi v i y , can t i p trung v i o c i e van d l ehung v l PR nhU: y l u cau ddi vdi nhQng ngQdi hogt dpng trong nghe PR, quyen ldi, trich nhilm v i nghTa vu cua eic ben tham gia, quyen sd hQu trf tue, quyen ban quyen s i n pham, c i c van de v l dgo dQc n h i b i o , tdn trpng sii thit, khdng x i m phgm d i n ddi tQ c i nhin... Hinh lang phip ly tdt d i m b i o ngan ngQa hieu q u i nhOng hinh vl gian l i n trong thUdng mgi, Ipi dung PR de d i n h bdng ten tudi, ling x l hinh i n h khdng dung vdi sQ that d i n tdi thiet hgi ddi vdi ngudi t i l u dung. MSt khic, c i n til'p tye hoin thiin c i c v§n b i n p h i p luit cd liln quan; dac bilt l i c h i p h i n h nghiim v i xQ ly dung quy dinh nhQng vj phgm d i l n ra trong thuc te.
Nhin vien PR khdng phii l i chuyen gia trong ITnh vQc phip luit, nhUng can dQpc trang bj nhQng kil'n thQc ve phip luit liln quan den cdng viec; bdi le, PR khdng phii l i mdt cdng vile mang tfnh ly luin thuin tuy m i cdn mang d i m tfnh sing tgo c i nhin. NhQng sing tgo dd e i n dQpc ghi nhin v i cdng bd dl'n edng ehung, de khang djnh t i n tudi v i nhQng thinh q u i do "chi't x i m " eua hp tgo ra. Vile nam vQng kil'n thQc phip luit giup
b i n t h i n nhQng ngQdi l i m PR v i khich hing cua minh khdng vi phgm c i c quy dinh cua phip luHt.
Sd toin ciu hda
DQpc ndi d i n nhQ mdt thuit ngQ cua sy liln k i t giQa c i e qudc gia trong ITnh vQc kinh t l , v i n hda, mdi trQdng, t o i n c i u hda da va dang trd thinh xu t h l chung cua t i t c i cic qudc gia cd nhu c i u p h i t triln. PR d Vilt Nam mudn phit triln c i n t i l p thu nhQng cdng n g h i , eich thQc thQc hi^n cua nhQng edng ty t i n tudi t r i n t h l gidi dang hogt ddng trong ITnh vQc n i y d l p h i t h i l n nhQng cai mdi, nhQng c i i c i n c i i t i l n v i c i n nhle si;
phu hpp khi i p dyng d V i l t Nam.
T o i n c i u hda cdn t h l h i l n trong vile liln k i t giQa chfnh phu c i c nQdc thdng qua cic hiep djnh thQdng mgi, gidi thilu hinh i n h v l di't nude, eon ngQdi d i n bgn b l qudc tl... PR cua Chfnh phu trong quan h i vdi c i c quoc gia khie dupe t h l h i l n rd d sQ kheo leo cua quan he ngogi giao, ra e i c tuyen bd qudc te, vile x i y dQng hinh i n h , tieng ndi cua dat nude minh trong cdng ddng qudc te.
Quan he edng ehung l i mpt nginh mdi 6 Viet Nam, d§c biet cdn nhilu khd khan de hinh thinh v i p h i t trien chuyen nghiep trong khu VQC cdng; ddi hdi rat nhilu kiln thQc, ky nang eung nhU sQ nhanh nhgy cua n h i hoat ddng PR. Tuy nhiin, se l i sai lam ne'u coi PR chfnh phu l i hogt ddng cua rieng Chinh phu.
C i n n h i n thQc r i n g PR chfnh phu chfnh l i PR h i n h chfnh, liln quan v i tdn tgi d tQng cd quan, td chQc v i c i c ci'p chfnh quyen. Vi v i y , nd ddi hdi sQ tham gia eua mpi cd quan hinh chfnh nha nQdc de PR chfnh phu khdng cdn l i hogt dpng ngoai l l ma thQc sQ l i hogt ddng mang tinh chuyen mon chung a
Tlii li^u tham khio:
1. PGS. TS. Dinh Thuy Hang (chu biin) PR ly luin vi thi/c tiin, NXB Lao ddng Xa hdi.
2. PGS. TS. Dinh Thuy Hang (chij biin) Nginh PR t^i Viit Nam, NXB Lao dong - Xa hdi.
3. TS. Trin Thj Thanh Thuy, HQC viin Hinh chfnh, PR trong ho^t ddng cua Chfnh phu.
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