QUAN HE CONG CHUNG VOI cnc TO cHirc CONG

NGHICN cuu TRflO D(J, m

QUAN HE CONG CHUNG VOI cnc TO cHirc

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C O N G

TS. D6 Thj Hai Ha Dai hoc Kinh te Quoc dan

Cac to chUc cdng (TCC) la cac ddn vi ddc lap cd tu each phap nhan dUdc nha nudc thCfa nhan, hoat ddng vdi muc tieu true tie'p cung Ung cac dich vu cdng- cac dich vu mang dac tinh cdng vdi nghia: (i) Hoai ddng theo the che cdng, (ii) Theo dao dUc cdng (phi ldi nhuan, binh dang, on dinh, hieu quaj. Thoat nghj cac TCC se dugc xa hdi tdn trgng va ung hd; nhung thuc te lai khdng phai nhu vay bdi nhieu nguyen nhan, trong dd mdt nguyen nhan quan trgng la vi cac i CC nay chua nhan thUc dung va chua thuc hien td'i cac hoat ddng quan he cdng chung (Public Relations- PR) nen ngudi dan khdnq hieu dugc rd vai trd va tac dung cua cac TCC dd'i vdi minh cung nhu khdng cd thien cam va khd ung hd cac hoat ddng cua cac TCC.

1

. Cong chung cua To chgc cong va quan he cong chung

Cdng Chung cua TCC'. Mdi TCC (cung nha mpi thgc the tdn tai va boat ddng khac trong xa hdi nha cac doanh nghiep, cac tradng hpc, cac cd quan chfnh quyen, cac td chac xa hdi,...) deu cd mdt tap hpp cac con ngadi cd lien quan trgc tiep hoac gian tiep den sg hien dien cua^ td chgc, den viec giup cac td chCrc thgc hien cac muc tieu boat ddng dat ra cua td chCrc vdi ten gpi la cdng Chung cua td chgc.

Cdng chung cua mdt TCC bao gdm: (1) Trade tien la

nhung ca nhan, don vi trgc tiep

"sur dung s i n pham, djch vu"

cua td chCrc lam ra; hp ia nhang nggdi ddn nhan tac dpng cua td chu'c tao ra cho xa h d i - dapc gpi la "cac s i n pham, djch vu". Ching ban mdt tradng dai hpc la mdt loai TCC. S i n pham cua nha tradng tao ra chinh la: a) Djch VU dao tao chuyen nganh, b) Dich vu ta v i n giii quyet cac v i n de ma xa hdi dat ra thudc cac chuyen nganh cua nha tradng, c) Cac i n pham cung Cmg tri thgc, kinh nghiem, ky nang lam viec thudc chuyen nganh chuyen mdn cua nha tradng (cac giao trinh, bai g i i n g , tap chf, cdng trinh

nghien curu khoa hpc, CD, bang ta, bang hinh chuyen mdn...); (2) Nhdrni cdng chung thCr hai la cac t i n g ldp nhan dan sinh sd'ng trong xa hdi (hoac cd lien quan d ngoai nadc) chju tac dpng qua lai ft nhieu ddi vdi cac muc tieu hoat ddng cua td chCrc (cdng luan x i hdi); (3) Cac TCC cung nhdm nganh hoat ddng tren dja ban khu vgc hoac ngoai khu vgc d trong va ngoai nadc (ddi vdi cac doanh nghiep la ban nghe, la ddi thu canh tranh); (4) Cac thgc the, ca nhan khac cd quan he trong viec cung Cmg cac d i u vao cho td chgc boat ddng (ban hang); (5) Cac gidi chCre

Sd do 1: Cac bo phan hdp thanh cong chung cua TCC

-•

> '

"Khach hang"

^ ' Cong

luan xa hoi

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Ban nghe

Cong Chung cua TC

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Ban hang

' Quan chgc nha nudc

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thong

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Ngudi lao dong

V . V . . .

kinh teJhat trien

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^ 1

'GHI6N cuu TRflO DOI

nha nadc, nhumg ngadi ed tac dpng trgc tiep hoac gian tiep, hoac cd i n h hgdng de'n cac boat dpng cua td chure; (6) Gidi truyen thdng (ung hp hoac da kfch, hoac vd^eim vdi cac boat dpng cua td chCrc); (7) C i c nha dau ta, cac nha tai chfnh (nhung ca nhan, don vj cd the tham gia bd sung cac khoin kinh pjii cho cac boat dpng cua td chure); (8) Tap the nhumg ngadi lao^ddng trgc tiep lam viec trong td chCrc,...

Nhin vao so dd 1, cd the thay mdt TCC chi cd the hoat dpng cd hieu q u i ben vang khi nd cd quan he td't vdi cdng chung.

Quan he cdng chung (Pub- lic Relations- PR) cua TCC:

Day la mdt khai niem cd khdng ft each hieu khdng gidng nhau.

Cd ngadi ehp: PR la mdt nd lgc dapc len ke hpach va keo dai lien tuc de thiet lap va duy tri sgti'n nhiem va hieu biet i i n nhau giCfa mpt td chgc va cdng chung (David Philips).

Co tac g i i cho: PR bao gdm t i t c i cac hinh thCrc giao tiep dapc len ke hoach, ci^ d ben trong va ben ngoai td chCre^

nhat la cdng chung cua td chCrc, nham dat dapc muc tieu cu the ye sg hieu biet I i n nhau giCra td chCrc va cdng chung (Frank Jefkins).

Co tac gia cho: PR la mpt nghe dapc hinh thanh vdi tieu chf tao ra mdt cai nhin tdng quan ve moi mat trong hanh vi cua mdt td chCre bao gdm mpt mang ladi cac md'i quan he truyen thdng vumg chac (Gerry McCusker).

Cd tac g i i cho: Muc tieu cua cac boat ddng PR la nham xay^

dgng danh tieng cho mdt td cliCrc tren co sd mpt ke hoach chien lapc bai b i n (Anne Gre- gory).

Hdi nghi qud'c te PR d Mex- ico thang 8/1978 thi cho: PR la mdt nganh khoa hpc xa hpi nhan van, phan tfch nhCmg xu hadng, dg doan nhu'ng ket q u i , ta vi'n cho cac nha lanh dao cua td chCre va thgc hien chaong trinh hanh ddng da dapc lap ke hoach de phuc vu

quyen Ipi cua c i td chu'c va cdng chung.

Tg nhung diem hdi tu chung va cac dac diem cdt ldi cua PR: (1) Giao tiep vdi cdng chung, (2) Xac lap hinh i n h lau dai cua td chCrc trong cdng chung theo cac cap dp tgthap len cao: a) Khang dinh suhien dien cua td chCre, b) Xac lap thuong hieu, khing djnh Ipi fch ma td chCrc thgc sg se dem lai cho cdng chung va xa hdi, c\

Tao lap danh tieng cho td chgc, tao sg men md, quy trpng cua cdng chung ddi vdi td chufc; (3) Cdng cu sur dung quan trpng cua boat ddng PR la cac phaong tien truyen thdng dai chung. Cd the hieu:

PR cua mdt TCC la mot chUc nang quan ly cua to chUc nham tao lap, duy tri va phat then thUdng hieu, danh tieng cua to chUc trudc cdng chung, trudc xa hdi vi muc tieu phat trien ben vUng cua to chUc.

Nha vay PR cua mdt TCC la mpt phan he quan trpng cua boat ddng q u i n ly cua TCC, ddi hdi cac TCC phii thgc hien tdt cac boat ddng PR cuia minh. PR cho mdt TCC vga la mdt khoa hpc (vdi nhOng rang budc mang tfnh quy luat); vaa la mdt nghe (ddi hdi nhOng ngadi tham gia thgc hien chac nang PR trong td chCrc phii dapc dao tao); vaa la mpt nghe thuat (ddi hdi sg bien bao, thich Cmg linh boat cua cac chuyen gia PR trong cdng viec cua minh).

PR cua TCC trai ngapc vdi quan diem "hou xa tg nhien haong" cua cac nha q^uin 1^, vdi nghTa la khdng can phai lam viec vdi cdng chung, khdng c i n tg gidi thieu ve minh ma chi can hoat ddng that tdt, that chat lapng, that ladng thien thi d i n d i n cdng chung khac hieu ve minh. PR ddi hoi phii cd mpt chien lapc dai ban lam viec vdi cdng chung; phii thdng qua cac boat ddng giao tiep va cac boat ddng tao ra s i n pham, djch vu dem lai lpi fch cho cdng chung, cho xa hdi de cdng chung tCmg bade thaa

nhan va tin yeu men md minh.

PR cua TCC ,cung^ trai ngapc vdi quan diem q u i n ly

"khdng cd, ndi mai thanh cd"

theo kieu chup giat, laa d i o ; bang each bd tien thgc hien cac boat ddng tuyen truyen q u i n g cao rum beng sai sg that, de thu hut khach hang ve vdi minh.

2. Muc tieu va nguyen tac quan ]^ cac hoat dong PR cua To chgc cong

Muc tieu can dat cua PR cua cac TCC: la viec xay dgng, thiet lap cac md'i quan he giao tiep thdng qua cac thdng diep giao tiep cua TCC vdi cdng chung. Daa cdng chung (nhat la_ cdng chung muc tieu) tg chd chaa biet td chCrc cua minh la ai? hoat dpng vdi muc tieu, tdn chj nao? dem lai fch Ipi va ban che gi cho cdng chung? den chd tdn trpng thaong hieu cua td chgc va sau cung la tao lap^

danh tieng vufng c h i c cua td chCrc trade cdng chung va xa hpi.

Viec tao ra thaong hieu cua TCC (muc tieu bade dau cua td chu/c- cai ma TCC mong mudn) da la dieu rat khd; thi viec tao ra danh tieng (cai ma cdng chung thaa nhan) cang khd hon va phai thgc hien lau dai hon.

ChUc nang PR cija TCC, cac hoat ddng PR cua mdt TCC phai thu'c hien mdt td hpp cac chCrc nang (nhiem vu bat bupe) sau; (1) Lap ke hoach, chifang trinh tao lap, duy th, phat trien thuang hieu va danh tieng cho to chUc. Day la chuTc nang quan trpng nha't cua cac hoat ddng PR cua mpi to chac.

Day cung chinh la diem ye'u nhat cua cac TCC d ngdc ta hien nay. C h i n g ban d h i u het cac tradng dai hpc trong nadc hau nha khdng cd bd phan q u i n ly chuyen trach ve PR (khdng ed can bd dapc dap tao hoSc hieu biet thau dao ve PR de tham gia vao boat ddng q u i n ly nha tradng; lan ldn giCfa chCre nang PR vdi cac hoat ddng tuyen truyen quing cao, cdng tac xay dgng truyen

48

NGHI6N cuu TRflO DOS

_•

So do 2: Cac chgc nang PR cua TCC

Chure nang PR cua T C C

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thd'ng vSn hda nha tradng;

thieu ban chien lapc dai ban ve hoat ddng PR. Khdng danh du kinh phf c i n thiet cho d i u ta PR V.V.). Trong khi dd cac trgdng dai hpc danh tieng (nam trong sd cap tdp d i g cac tradng dai hpc the gidi) deu cd mpt chien lapc quy md ve v i n de nay. Vf du, c a c h p c vien sau khi ra tradng v i n thadng xuyen nhan dapc thdng diep giao tiep cua nha tradng (nha tradng thadng xuyen, dinh ky guri bao, tap chf, thdng bao khoa hpc, td chac cac chuyen de thdng bao thanh tgu mdi cua nha tradng va qudc te; td chac cac bd phan hd trp, ta v i n cho ngadi hpc khi ra cdng tac cd khue m i c trd ngai c i p nha tradng giup dd,...). 0 pham vi qudc gia kinh phi cho cac boat ddng PR la khdng nhd. Cbl ddn cur mdt nadc d i u tachaa nhieu cho ITnh vgc nay la Trung Qudc, thi nam 2009 hp da chi ra 8,7 ty USD cho viec tuyen truyen ra ngdc ngoai; md 282 hpc vien Khdng Ta tren khip cac chau luc, phat 6 kenh truyen hinh b i n g tieng nadc ngoai ra the gidi_.

Ngay A van hpi 16 chi rieng l i khai mac dai hdi chfnh phu Trung Qudc da chj ra 380 trieu nhan dan te de q u i n g ba thadng hieu qudc gia; (2)

Truyen thdng va cd quan he tdt vdi gidi truyen thdng, n h i m tao ra cac da lieu, thdng diep

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tren cac phadng tien thdng tin dai chung (dai, bao, truyen hinh, internet...); (3) Thiet lap quan he tdt vdi cac TCC khac;

ching han cac trgdng dai hpc ldn tren the gidi deu cd sgtrao ddi hpc thuat, giing vien vdi nhau; cung tham gia cac de tai chung; cd bd phan chuyen trach chuyen lo viec daa cdng bd cac thanh q u i nghien cCru, sang tao, phat kien cua nha tradng d cac hdi nghj, cac tap chf nganh cd tieng tren the gidi,v.v... phat hien va xay dgng cac nganh nghe mdi, cac nha giao thudc t^dp dgng d i u the gidi,... (4) To chUc cac sU kien (cac ngay le ldn; cac le ky niem, td chac hpp bao, in an nien giam hang nann de gufi cho cdng chung; bd trf cac budi lam viec, phdng van vdi cac phaong tien truyen thdng;

tham gia cac hoat dpng cdng ddng nha quyen gdp ung hp ddng bao hoac ngadi dan nadc ngoai bj ID lut, nui iCra, dpng dat, djch benh,...); (5) Van ddng hanh lang (quan he vdi gidi chCrc chi'nh quyen de tao sg hieu biet va cac md'i quan he cd lpi cho sg phat trien td chCrc; (6) Quan he vdj gidi tai chinh, dau tU (d ca trong va ngoai nadc) de tim kiem bd sung cac ngudn lgc cho sg phat trien, (7) PR ndi bd (tao mdi tradng van hda lanh manh trong td chCrc; cd g i n g tao mdi tradng sd'ng va

lam viec tdt den mac ngadi lao ddng cd the sur dung 100%

sCrc lgc cua hp cho td chgc; (8) Quan tri khung hoang, rui ro tCf xa cho id chUc (thdng qua viec nghien cCru, dg doan cac vdng ddi phat then cua td chgc de cd g i i i phap ddi mdi thfch hpp); (9) Nghien cUu, hgc hoi chien lugc PR cua cac TCC khac cd quan he.

Nguyen tSc quan ly cac hoat ddng PR cua cac TCC: Cac TCC boat ddng vi muc tieu cung gng djch vu cdng cho xa hdi, tuan theo cac quy che cdng (do Nha nadc quy djnh) va theo dao ddc cdng (phi Ipi nhuan, binh d i n g , on djnh, hieu q u i ) nen nguyen t i c hoat ddng cua PR cung mang dac tinh cdng va dao dgc cdng, nha: (1) Dao dUc, do la sg trung thgc, minh bach va phii thgc sg dem lai ipi fch cho cdng chung. Rd rang mpt td chgc Hdi cha thap dd d mdt dja phadng, khi tiep nhan tien ung hd lu lut cua c i nurdc va qudc te ma cac ca nhan hoac mdt nhdm nhd trong Hdi lai chiem doat hoac cat xen ve tui ca nhan thi^ Hpi chCr thap dd dd khd cd the dapc cdng chung tfn nhiem. Hoac cung mdt td chCrc xa hdi tham gia cCru trd ddng bao lu lut; nhang bao chf, phadng^tien truyen thdng ludn luon chi gidi thieu mpt bp mat cua vj dCmg d i u d mpi ndi, moi

nen

₄₉

^ 1

'GHI6N cuu TRflO DOI

chd thi rd rang cdng chung khd cd tine cd thien cam vdi vj dCmg d i u nay. Dao dCrc cdn ddi hdi cac thdng diep trong giao tiep vdi cdng chung phii trung thgc, tranh nguy tao hoac thdi phdng mang tinh c h i t laa d i o , hadng cdng chung di vao cac djnh kien sai lech, (2) Hieu qua, ben vunq, ddi hdi cac hoat ddng PR phai gdp phan dem lai ket qua cu the, tung bade trong viec thgc hien muc tieu chung cua to chac; (3) SCr dung tong hgp mgi giai phap, ddi hdi cac boat ddng PR phii biet van dung tdng hpp va linh hoat mpi giii

phap, mpi mdi quan he, mpi ngudn lgc cho phep de hoan thanh muc tieu chung cua td chgc. Ching han de so sanh cac boat ddng PR cua My va Trung Qudc, nha bao Chades Onyango Obbo da viet tren

tuan bao The East African: "chi cd sure manh kinh te khdng thdi thi khdng bao gid du de mdt nadc cd the chi phd'i ben ngoai dadng bien gidi cua minh".

PR la mdt nganh khoa hpc ra ddi khoing mpt tram nam nay, nhang cung vdi sg phat trien cua cac thanh tgii khoa hpc cdng nghe, dac biet la cac phaong tien truyen thdng (Tin hpc, Internet,v.v...) va qua trinh toan c i u hda phat trien kinh te va xa hdi cua nhan loai, PR da trd thanh mdt cdng cu, mdt chac nang q u i n ly vd cung quan trpng cua mpi td chgc, bao gdm c i cac TCC.

Cac TCC mud'n hoat ddng cd ket q u i va chiem dapc thien c i m cua cdng chung va xa hdi se phii thac hien tdt cac hoat ddng PR.Q

Tai lieu tham khao:

1. Anne Gregory, 2010, Sang tao chien dich PR hieu qua, Nxb Tre, TP Ho Chi Minh.

2. Dinh Thuy Hang, 2009, PR Kien thirc ca ban ve dao dire nghe nghiep, Nxb Lao dong - Xa hoi. Ha Noi.

3. David Philips, 2001, Online Public Relations, Kogan Page Ltd, London,

4. Frank Jefkins va Daniel Yadin, 1998 , Public Relations (Frameworks Series) 5"^ edn, Pearson Proffesional Ltd, England.

5. Gerry McCusker, 2006, Public Relation Disaster, Kogan Page Ltd, London.

6. Nxb Khoa hoc va Ky thuat, 2007, Quan ly nha nudc doi vdi cung img dich vu cong, Ha Npi.

7. Thong tan xa Viet Nam- So chuyen de thang 1 0 - 1 1 / 2 0 1 0 , trang 5, trang 17.

(Tiep theo trang 37)

THUC TRDNG m XUflT Vn m DUNG m VUNG 6 VI£T NAM...

mdi tradng. Khdng cd linh vgc cdng nghiep nao cd md'i quan he mat thiet vdi boat ddng nghien cCru va chuyen giao tien bd KHCN nha ITnh vgc mdi tradng, va cung khdng cd gidi han nao ve tfnh canh tranh cua cdng nghe nay so vdi cdng nghe khac trong ITnh vgc mdi tradng. Cung^mdt van de mdi_ tradng cd the c h i p nhan nhieu phaong an cdng nghe/

each thCrc g i i i quyet _ khac nhau. Viet Nam cd nhieu the manh trong Ifnh vgc cdng nghe mdi tradng, c i n dapc phat huy va cd chi'nh sach khuyen khfch phat trien the manh nay.

3.5. Chinh sach phat trien nguon nhan luc

Chi'nh sach phat trien con ngadi phii la chi'nh sach tdng hop, trong dd cd sg tham gia cua nhieu thanh p h i n nha chfnh sach ODA, FDl, dao tao dai hpc va c i ngudn lgc cua doanh nghiep. Phii Idng ghep cho dapc trong chfnh sach d i u ta nadc ngoai cac cd hdi hpc

hdi va chuyen giao cdng nghe.

Cac dg an ODA cung phai

"dapc dieu tiet" trd thanh ndi thu hut cac cdng nghe tdt nhat, dga vao dd de hpc hdi va chuyen giao cdng nghe. Cac doanh nghiep khu vgc ngoai qud'c dpanh phai dapc ddi xur cdng bing, khdng phan biet, nhim phat huy trf tue cua c i cdng ddng.

Chfnh sach phat trien con ngadi hdn nCra c i n cd cap djnh hadng lau dai, cham lo ve mat tinh t h i n , dn djnh cudc sdng va cd CO che nhim giii phdng sac lao ddng sang tao, khuyen khfch qua trinh tg ren luyen va nhat la co hpi "hpc_ tap sudt ddi". Chfnh sach ddng laong thip va cao bing nha hien nay chaa kfch thfch cac ca nhan vaon len, giii phdng nang lac to ldn trong sg da^ dang cua cpng ddng. Cd the ndi, diem manh nhat cua Viet Nam chi'nh la con ngadi va diem yeu nhat cung chi'nh la con ngadi, neu khdng giii quyet bat cap nay

se khdng cd diem tga de "phat trien ben vCmg".

Ben canh dd, cdn can mdt chfnh sach dac biet ddi vdi cac ca nhan- WETWARE, cac nhan td tao ra cac dot bien ve cdng nghe va phat trien. Nhan thac r i n g cdng nghe khdng p h i i la may mdc, dd la con ngadi. Chi'nh sach phat then ben vOng vi vay p h i i khai thac dapc cac tiem nang nay, chia se cac tai nguyen con ngadi khdng cbl trong pham vi mdt nadc ma c i qud'c t e . n

Tai lieu tham khao:

1. Quyet dinh so 1419/QD-TTg ngay 7/9/2009 ve Chien li/dc san xuat sach hdn trong cong nghiep de'n nam 2020.

2. Vien Nghien cuU chien lUdc, Chinh sach cong nghiep 2010.

3. Nick Robins va Sarah Roberts (1997), Thay doi mo hinh san xua't va tieu dung.

50

kinh teJ*hat trien