Y HQC VIET NAM THANG 12 - SODAC BIET/2011
NGHIEN cum XAY DUNG MO HINH QUAN HE CONG CHUNG (PR) V0I LANH DAO CONG DONG TRONG PHAT TRIEN NGUON NGUOI HIEN MAU TINH NGUYEN
Nguyen Diic Thuan*,Tran Quoc Hiing**, Nguyen Dac Than***
Ngo Xuan Hung***, Le Trung Dung****, Cao Chi Cuo'ng*
SUMMARY
Through the method of desciptive and analytic research (combining qualitative and quantitative analysis) and community intervention study (before and after), the PR model (applied to 150 community leaders) about blood donation gets the results of setting up the PR model in developing sources of blood donors which includes: defining target of public relations;
defining suitable messages and tools to each leader; carrying out plans; summarising and building up a new PR programme; already having get adequate perception, right attitude and belief of over 70% community leaders in blood donation; already having gained plan of giving blood in 83.3% communities; having held 94 blood giving days in which 81.5% communities have organized at least 01 time; controlling activites of crisis managament so well in organising blood donation in all communities.
I. OAT V A N O E
Lanh dao cdng ddng (LDCD) la nhirng ngudi cd vai trd quan trgng trong eae boat ddng cua cdng ddng ndi chung va boat ddng hidn mau tinh nguyen (HMTN) ndi rieng
danh gia nhan thirc, quan diem va hanh vi ciia ho ma ehua de cap tdi viee xay dyng md hinh quan he edng ehiing (PR) vdi LDCD. De tai duge thyc hien nham mue tieu:
1. Md ta thyc trang nhan thuc, thai do va hanh vi eiia LDCD vd HMTN.
2. xay dung md hinh quan he cdng chiing (PR) vdi LDCD trong phat trien ngudn ngudi HMTN.
II. o 6 l TUONG VA PHUONG P H A P NGHIEN CQU I. D o i t u o n g nghien ciru
Ddi tugng: 150 nha LDCD ciia cac edng ddng ed try sd dat tai Ha Ndi, Phu Tho va VTnh Phiic dugc phan bd thanh 5 nhdm (Nhdm T. 36 nha LDCD cua 12 quan huyen va tucmg tuong gdm: Cbii "tich hoac Phd chu tich UBND, Bi thu Doan thanh nien, Chii tich hoae Phd chii tich Hdi Chir thap dd. Nhdm 2: 36 nha LDCD ciia 12 trudng dai hoc, cao dang (trudng hoc) gdm: Hieu trudng hoac Phd hieu trudng, Bi thu Doan thanh nien, Chu tich Hdi sinh vien. Nhdm 3: 36 nha LDCD cua 12 CO quan hanh chinh sy nghiep (HCSN): Giam ddc hoac Phd giam ddc, Chii tjeh Cdng doan, Bi thu Doan thanh nien.
Phat tridn cac mdi quan he giua cac chu thd ^^om 4: 36 nha LDCD cua 12 doanh nghiep cua dich vu truydn mau voi LDCD la mot gom: Giam ddc hoac Phd giam ddc, Chu tich trong nhimg hoat ddng trong tam trong cdng Cdng doan, Bi thu Doan thanh nien. Nhdm 5:
tac van ddng HMTN. 06 thu trudng co quan cua 06 don vi lyc Cho ddn nay, da cd mdt sd cdng trinh lugng vu trang).
nghien cim vd LDCD trong phat tridn ngudn Tieu chudn lua chgn doi tugng nghien ngudi HMTN, song mdi chi dimg lai d viec ciru: i) La lanh dao cua cong ddng cd tdng sd
* Trung tam Mau ChQ'thap dd VN, **Van phdng Trung Wdng Hpi Chu' Thap 66 VN
*** Cau i^c bo 25 VN; **** Cau I9C bg tinii nguy$n vien hien mau nhan 690 - Trung tam hJlau Chd- thap do VN.
Hpi NGH! KHOA HQC TOAN QU6'C LAN THCT NHA'T VJ VAN O Q N G HI^'N MAU TINH NGUYgN
thanh vien trong dg tudi hiC-n mau it nhat la 300 ngudi. ii) Lii LDCD imVi dugc bd nbi^m hoae edng ddng ehua timg Id ehire bien miiu. iii) La ngucri ed qiide ijeh Viel Nam, ed du tham quyen ra quyel dinh id ehire HMTN tai edng ddng. iv) Tinh nguNen Iham gia nghien eiru.
Phucmg phdp chgn mdu: ebon mau ngau nhien phan tang.
2. Phuong phap nghien ciiu
77?/^/ ke nghien cuu: nghien eiru md ta cd phan tich (ket hgp dinh lugng va dinh tinh) \a nghien eiru ean thiep cgng ddng (trudc sau).
Cdc budc lien hdnh: gdm 4 budc {Budc T. Khao sat thyc trang ve PR vdi LDCD. Budc 2: Xay dyng md hinh PR vdi LDCD. Budc 3: Trien khai md hinh. Budc 4:
Danh gia ket qua trien khai md hinh: dua theo cac tieu chuan de danh gia md hinh la
"dat" hay "khdng dat").
lieu chudn de ddnh gid md hinh PR vdi LDCD: cd 5 tieu chuan (xem tai Bang 7). Danh gia md hinh la "dat" khi tdi thieu 70% tdng s6 cac cgng ddng dat 5/5 tieu chuan tren.
3. Thoi gian nghien cihi: tir thang 9 nam 2008 den thang 9 nam 2011.
4. .Dia diem nghien ciru: tai Ha Noi, Phu Thg va VTnh phuc.
5. Xii" Iy so li^u: bang phan mem Epi info 6.04, SPSS 13.0 va cac thuat toan thdng ke thdng thuirng (vdri cac sd lieu dinh lugng) va sir dung ky thuat Kiem tra cheo cac nguon thdng tin (Phep Dae tam giac, voi cac thong tin dinh tinh).
Xay di/ng bao cao phan b'ch cong dong
L^p danh s^ch lanh d^o cpng dong
Xac dinh
nhu cau mau Ke hoach to chirc thu gom mau
Xac djnh muc tieu PR
V
ChUOn g trinh
PR mdi
Xay dyng thong diep
V
To chirc
thyc hien
C
Cong cu PR Lya chonSo* do \. Md hinh chuong trinh pr vdd lanh dao cdng ddng trong phat trien ngudn ngudi bien mau tinh nguyen
Md hinh gom 5 buoc sau: Budc T. Xac dinh myc tieu PR gdm hai ndi dung tien hanh song song la lap danh sach LDCD va lap ke hoach thu gom mau theo nhu cAu. Budc 2: Xay dyng thdng di?p. Budc 3: Lya chgn cdng cy PR. Budc 4: Td chiirc thyc hiea Buac 5: Tdng kit danh gia.
Y HQC VIET NAM T H A N G 12 • SO D A C BIET/2011
III. KET QuA NGHIEN CQU VA BAN LUAN
1. Mot so dac diem ciia doi ttfotig nghien ciru
Bang 1. Co cau ve chuc vy va don vi cdng tac d ddi tugng nghien ciru
~~^—^^^Oja phu'ofng
Oac diem ^~——-__
ChuTc vu
Cap trUdng chinh quyen (%) Cap phd chinh quyen (%) Phu trach doan the (%) Ddn vi dang cong tac
Quan, huyen (%) Trydng hpc (%) Cd quan HCSN (%) Doanh nghiep (%) Lyc lydng vu trang (%)
Ha Nol n= 77
15.8 19.3 64.9 19.9 23.4 23.4 31.2 2.1
Phu Tho n=38
26.3 10.5 63.2 31.6 23.7 23.7 15.8 5.2
VTnh Phuc n=35
22.9 14.2 62.9 25.7 25.7 25.7 17.1 5.8
Tong sd n=150
20.0 16.0 64.0 24.0 24.0 24.0 24.0 4.0
Ket qua tai Bang 1 cho thay: da so LDCD 60 tudi (51.3%), tiep den la 29 35 la phy trach doan thd (64%), tidp ddn la cap (34.7%)), nguoi cd do tudi dudi 25 chiem ty trudng chinh quyen (20%)) va chiem ty le thap le thap hon (10%)) va thap nhat d do tudi tren nhat la cap phd chinh quyen (20%)), sy khac biet 60 tudi (4.0%)), sy khac biet cd y nghTa thdng
r t
cd y nghia thdng ke vdi p < 0,05. ke vdi p < 0,05; LDCD cd trinh do hoc van Nghien cuu sau hon ve dac diem ddi cao, 42.0%o da tdt nghiep hoac dang hgc dai tugng nghien cuu 2 cho thdy: ty le LDCD la hoc, 35.3% da tdt nghiep hoac dang hgc sau nam (56.7%)) cao hon so voi nil (43.3%)), sy dai bgc, chi cd 22.7%) da tdt nghiep hoac khac biet cd y nghTa thdng ke vdi p <0,05; da dang hoc cao dang/THCN. Khdng cd ai cd sd LDCD tren 35 tudi y-ong dd cao nhat la 36 trinh do tot nghiep PTTH trd xudng.
2. Thong diep va cong cu PR voi lanh dao cong dong
2.1. Thong diep thich hap vi hiin mdu tinh nguyen ddi v&i Lanh dao cpng ddng:
Bang 2. Thdng diep thich hgp ddi vdi lanh dao cdng dong
~ odi tu'dng
Thong diep ~_
sy can thiet phai tham gia cdng tac HMTN ciia ddn vi
Cac van ban chi dao va chuyen mdn de ddn vi trien khai hoat ddnq HMTN Ldi ich va nhu'ng dau tu' (neu cd) khi ddn Vi to chirc HMTN
Muc tieu, yeu cau va nhiem vu ma ddn vi khi tham qia HMTN
Nhu'nq cam ket tiCTTTMKV va Ban chi
Ha Ndi ( n = 7 7 )
53.2 93.5 49.4 93.5 96.1
Phu Tho ( n = 3 8 )
57.9 84.2 60.5 57.9 100.0
VTnh Phuc ( n = 3 5 )
54.3 82.9 62.9 80.0 97.1
Tong cdng (n=150)
54.7 86.7 53.3 81.3 97.3
HQI NGH! KHOA HQC TOAN QU6c L A N T H Q NHA'T Vg V A N D Q N G HI^'N M A U TINH NGUY$N dao VOHMTN khi ddn vi trien khai
hoat ddnq HMTN
sy hydng iing ciia cac ddn vi khac ve phong trao HMTN
Hien mau cd anh hydng nhy the nao tdi sire khde ngydi HMTN
Quyen Idi ciia ngydi HMTN
Oieu kien, quy trinh, thii tuc khi HMTN Thdng tin khac
33.8 49.4 92.2 59.7 23.4
28.9 55.3 71.1 81.6 18.4
25.7 60.0 82.9 77.1 31.4
30.7 53.3 84.7 69.3 24.0
Kel qua lai Bang 2 eho thay: thdng diep ean eho LDCD chiem ty le eao nhat la nhimg eam ket lir Trung lam Iruydn mini khu vire va Ban ehi dao van ddng HM'FN khi don vi trien khai HMTN (chiem 97.3"o); eiie van ban ehi dao va chuyen mdn (86.7%); quyen lgi ciia nguiri HMTN (84.7%); mue tieu, yeu eau va nhiem vu eiia don vi .se thyc hien (81.3%); dieu kien, quy Irinh, thii tue khi tham gia bien mau (69.3%); lgi ich va nhirng dau lu cua don vj khi trieMi khai HMTN (53.3%). Ciie ty lc nay cd mdt so khac biet gitra eae dia phuong, ed y nghTa thdng ke vdi p <0,05.
2.2. Cdng cu PR duac su dung khi thuc hien PR vdi Lanh dao cpng ddng:
Bang 3. Cdng cy PR dugc sir dyng khi thyc bien PR vdi lanh d^o cdng ddng
—-—-_____^^ odi tu'dng Thdng diep
Tai lieu PR (cdng van, van ban chi dao, hdi dap...)
Giao tiep tryc tiep
sy kien (Hdi nghi, hdi thao, mitting, diem hien mau...)
Dien thoai Bao chi
Ha Ndi ( n = 7 7 )
92.2 96.1 54.4 100 41.6
Phu Tho ( n = 3 8 )
100.0 100.0 71.1
100 71.1
VTnh Phuc ( n = 3 5 )
100.0 100.0 82.9
100 60.0
Tdng cdng (n=150)
96.0 98.0 65.3 100 53.3
Ket qua tai Bang 3 cho thay: cdng cy sir dyng PR vdi LDCD chiem t> le cao nhat la dien thoai (100%)), giao tidp tryc tiep (98.0%)) va cdng van, td hdi dap (96.0%)). Cac cdng cu khac chiem ty le thap hon la sy kien (65.3%)) va thap nhat la bao cbi (53.3%). Ty le sir dyng tai lieu PR, sy kien va bao chi d VTnh Phuc va Phu Thg cao hon so vdi a Ha Ndi, sy khac biet cd y nghTa thdng ke voi p < 0,05.
3. Thay doi nhan thii'c, thai dp, niem tin ve hien m^u tinh nguyf n ciia lanh dao cong dong sau can thiep
3.L Thay ddi nhan thdc ciia lanh dao cpng dong tru&c vd sau can thiep:
Bang 4. Thay ddi nhan thirc ciia ddi tugng ve hien mau tinh nguyen STT MuTc dd nhan thuTc Tru'dc can thiep
(n = 150)
Sau can thiep (n = 150)
Day dll (%) 32.0 71.3 <0.05
Han che (%) 46.7 22.7 <0,05
Y HQC VIET NAIVI THANG 12 - SODAC BIET/2011
Kem (%)
Tdng cdng (%)
21.3 100
6.0 100
<0,05 Ket qua tai Bang 4 cho thiy: ty le nhan thire day dii tang tu 32.0%o len 71.3%; ty le nhan thire ban chd giam tir 46.7%) xudng cdn 22.7% va nhan thire kem giam tii' 21.3% xuong cdn 6.0% yudc va sau khi ean thiep. Sy khac biet ed y nghTa thdng ke vdi p < 0,05.
3.2. Thay ddi thdi dp cua lanh dao cpng ddng trirdc vd sau can thiep:
Bang 5. Thay ddi thai do eiia ddi tugng ve hien mau tinh nguyen
STT
1 2 3 4
Thai do
Ounq dan (%) Chya diinq dan (%) Tieu eye (%)
Tdng cdng (o/o)
Tru'dc can thiep (n = 150)
31.3 66.7 2.0 100
Sau can thiep (n = 150)
75.3 23.3 1.4 100
P
<0,05
<0,05
>0,05
Ket qua tai Bang 5 cho thay: ty le cd thai do dung tang tir 31.3%) len 15.3%, ty le cd thai do chua dung giam tir 66.7%o xudng cdn 23.3% trudc sau ean thiep, sy khac biet ed y nghTa thdng ke voi p < 0,05; sd ngudri ed thai do tieu eye giam tir 3 ngudi xudng cdn 2 ngudi, khdng cd y nghTa thdng ke vdd p > 0,05.
3.3. 1 Bang STT
1 2 3 4
Htay ddi niem tin cda lanh dgo cpng ddng tru&c vd sau can thiep mo 6. Thay ddi niem tin ciia lanli dao edng ddng vao dich vy truyen mau
Thai do Tin tudng (%)
Nghi ngd (%)
Khonq tin tydng (%) Tong cdng (%)
Tru'dc khi can thiep (n = 150)
50.7 35.3 14.0 100
Sau khi can thiep (n = 150)
74.5 20.7 4.8 100
hinh:
P
<0,05
<0,05
<0,05
Ket qua tai Bang 6 cho thay: ty le ngudi khdng tin tudng va nghi ngd giam ian lugt tir 14.0% va 35.3% xudng cdn 4.8%o va 20.7%
trudc sau can thiep, sy khac biet cd y nghTa thdng ke vdi p < 0,05; ty le ngudi tin tudng tang tir 50.7%) truoc can thiep len 14.5% sau khi can thiep, sy khac biet cd y nghTa thdng ke voi p < 0,05.
4. Thay ddi hanh vi ve hien mau tmh nguyen cua lanh dao cong dong sau can thiep
- vi xdy dtmg ki hogch td chuc hien mdu tai cpng ddng, kdt qua nghien cuu cho thay: sau khi can thiep md hinh, 100%) cac quan, huyen va tuong duong, cac trudng hoc
va don vi LLVT deu xay dyng dugc ke hoach td chuc hien mau tai don vj; tuy vay, trong nhdm co quan HCSN, cbi ed 9/12 don vj xay dyng dugc ke hoach, cdn 03 don vj khdng xay dyng dugc ke hoach td chuc hien mau tai cdng ddng; khdi doanh nghiep, cd 10 don vj xay dyng dugc ke hoach td chuc hien mau trudc khi can thiep md hinh nhung lai giam chi cdn 08 don vi xay dyng dugc ke hoach nay sau khi can thiep md hinh.
Ve sd lugng mdu tiep nhdn dugc tgi cpng ddng, ket qua nghien cuu cho thay: sd don vi td chuc hien mau giam tir 45 don vi xudng cdn 44 don vi nhung sd lugng don vi
HQI NGHI KHOA HQC TOAN QU6c LAN THLf NHA'T Vg VAN OONG HI£'N MAU TINH NGUYgN mau tiep nhan dugc lai tang tir 7.895 don vi
len 12.681 don vi; khdi doanh nghiep giam ca ve sd budi td chirc bien mau va so lugng mau tiep nhan duge nam 2010 so vdi nam 2007; don vi LLVT dii ed 6/6 don vi deu to ehirc bien mau nam 2010 \a .so don vi mau tiep nhan duge tang 385 don vi nam 2007 len
1.672 don vj nam 2010.
It' sd lucmg mdu tgi mdi budi Id chuc hien mdu Igi cpng ddng. kel qua nghien cim cho thay: sd budi td ehire bien mau tai cac don vi nam 2010 (94 budi) tang so vdi nam 2007 (88 budi); lu> \ay, sd don vi dat tdi thicu 60 don \ i mau/nam khdng tang them d nam 2010 so vdri nam 2007 (39 don vj); khdi trudng va
dcrn vj LLVT cd 100%) cac don vi deu td chirc
f y y \ f
hicn mau va deu dat yeu cau ve sd don vj mau tiep nb^n duge trong mdi nam, thap hon la khdi quan huyen (10/12 don vj). Khdi doanh nghi?p (6/12 don vj) va co quan HCSN (5/12 don vi) la nhdm cac cgng ddng cd ty le dat yeu eiiu thap nhat.
Ve qudn tri khiing hodng tgi cpng ddng, ket qua nghien cim cho thay." sd nguy co khung hoang xuat hien nam 2007 la 05 va giam cbi cdn 01 nguy co nam 2010; cd xuat hien 01 vy khung hoang ve HMTN vao nSm 2007. Nam 2010 khdng xay ra vy khiing hoang nao ve HMTN.
5. Danh gia ket qua md hinh PR vdi lanh dao cyng dong ve hien mau tinh nguyen Bang 7. Danh gia ket qua md hinh PR vdi lanh dao cdng ddng
1. Tao dydc nhan thu'c day dii, thai dp diing dan va niem tin ciia LDCD vao cac hoat dpng ciia dich vu truyen mau
2. Cd dydc ke hoach to chuTc hien mau (thdi gian, dja diem, chi tieu so ngydi hien mau, phan cdng trach nhiem cu the) tai cdng dong
45 83.3 09 16.7
3. To chu'c dygc tdi thieu 01 ngay HMTN/nam tai cdng dong trong toi thieu 2 nam lien tiep
44 81.5 10 18.5
4. Sd lydng ddn vi mau thu gom dydc d moi nSm tai moi cong dong toi thieu la 60 ddn vj mau
39 72.2 15 27.8
5. Thyc hien day dii cac hoat ddng quan tn khiing hoang va khong de xay ra cac khung hoang trong van dong va to chu'c HMTN tai cdng donq
54 100.0
Tong sd 38 70.4 16 29.6
Kdt qua tai Bang 7 cho thdy: cd 70.4%) cac cdng dong dugc lya chon nghien cuu dat ca 5 tieu chuin de ra. Nhu vay, md hinh PR voi lanh dao cdng ddng dat yeu chx (tdi thieu cd 70%
cdng dong dat 5/5 tieu chuin dd ra).
Y HQC VIET NAM T H A N G 12 - SODAC BIET/2011
IV. KET LUAN
1. Thu-c trang nhan thirc, thai do va hanh vi cua LDCD ve HMTN:
- Cac thdng diep ve HMTN pbii hgp vdi lanh dao cdng ddng: cac van ban cbi dao va chuyen mdn (86.7%)); quydn lgi cua ngudi HMTN (84.7%)); myc tieu, yeu cau va nhiem vy cua don vj se thyc hien khi tham gia HMTN (81.3%).
- Hinh thirc the hien thdng diep ve HMTN phu hgp vdi lanh dao cdng ddng: dien thoai (100%); giao tidp tryc tiep (98.0%); cdng van, tdr hdi dap chuyen mdn (96.0%o); sy kien (65.3%) va bao cbi (53.3%).
2. Mo hinh PR vol LDCD trong phat trien nguon ngu-oi HMTN:
- Md hinh dugc tridn khai tdi 150 LDCD ctia 12 quan huyen, 12 trudmg hgc, 12 co quan HCSN, 12 doanh nghiep va 06 don vj LLVT dat dugc cac tieu chuan de ra.
Tao dugc nhan thuc day du, thai do diing va niem tin cua tren 10% LDCD vao cac boat ddng cua Trung tam truyen mau khu vyc. Cd dugc kd hoach td chuc hidn mau (thdi gian, dja didm, chi tieu sd ngudi hien mau, phan cdng trach nhiem cy the) tai 83.3%) cac cdng ddng dugc lya chgn nghien cuu.
- Td chuc dugc 94 ngay hien mau, trong 02 nam 2007 va 2010 tidp nhan dugc 20.576 don vi mau frong dd cd 81.5%) cdng ddng tdi thidu td chuc dugc 01 ngay HMTN vdi it nhit 60 dan vi mau/nam hong 2 nam Uen tiep.
- Thyc hien dky du cac boat ddng quan tri khiing hoang va khdng de xay ra cac khung hoang trong van ddng va td chuc HMTN tai cong ddng.
- Md hinh da cd 70.4% tdng sd cac cdng dong dugc lya chon nghien ciiru deu dat ddng thdi 5/5 tieu chudn dh ra.
V. KIEN NGH!
1. Tiep tyc nghien eiru de hoan thien md binb; danh gia hieu qua kinh te d eae ddi tugng LDCD khac nhau; nhan rdng va kjp thdi rut kinh nghiem de xay dyng dugc chuong trinh PR hieu qua vdi LDCD.
2. Can phdi hgp md hinh PR vdi LDCD vdi chuong trinh xay dyng lyc lugng hien mau dy bj de kjp thdi khac phyc trong nhiing trudng hgp ke hoach td chuc hien mau tai cgng ddng bj thay ddi hoac khi khdng dam bao dugc cbi tieu don vj mau de ra.
TAI UEU THAM KHAO
1. Do Trung Phan (2000), An todn iruyen mdu, NXB Khoa hpc ky thuat, Ha Ndi,.
2. Do Trung Phan (2006), "Thanh tun truyen mau the ky XX va nhung tien bp ve tmyen mau tai Viet Nam", Mpt so chuyen de Huyet hgc - Truyen Miu (tap n), NXBY hoc, y. 65-76.
3. Ngo Manh Quan, Nguyen Dure Thuan (2008), "Tim hieu nhan thiirc, quan dilm va hanh vi ve hiln mau tinh nguyen cua lanh dao cdng ddng tai Ha Noi, VTnh Phuc va Bac Giang nam 2007", Yhgc VietNam s6344, 661 - 670.
4. Nguyen Anh Tuan, Nguyin Tran Hien, Trinh Quan Huan (2006), "Quan dilm cua nhdm lanh dao cdng dong trong can thiep phdng chong HIV/AIDS", Cdc Cdng trinh nghien ciru khoa hgc ve HIV/AIDS giai dogn 2000-2005. Y hpc thyc hanh sd 528+529.
208-213.
5. Nguyen Dure Thuan, Ngd Manh Quan (2008), "Quan frj khung hoang va vai trd quan trj khiing hoang trong djch vii truyen mau", Yhgc VietNam so 344, y. 77 - 89.
6. Nguyen Dii-c Thuan (2006), "Quan h? cpng dong va vai Ud cua quan h| cpng ddng yong djch vy tmyen mau", Y hgc thuc hdnh (sd 545/2006), Ha Npi, 349 354.
7. Nguyen Anh Tri (2004), "An toan tmyen mau
Hpl NGH! KHOA HQC TOAN Qu6c L A N THL/ NHA'T vg V A N D O N G HlfeN M A U TINH NGUY$N
va nhCrng bien phiip de dam biio truyen man an toan" Mdt sd c/iuven dc Iliivcl hgc Truyen mdu (lap I), NXB Y hpc, tr. 87- 93.
8. Al Ries & Liiura Ries (2005), Qiuin^ cdo ihodi viSi'R len ngdi, UXBT\v.
9. John J.Maeionis (2004), "Hanh vi lap Ihc va
van dpng xa hdi" Xd hpi hgc, NXB Thong ke, tr. 703- 734.
10. Moi Ali (2006), PR hi^u qud, NXB long hgpTP Iio Chi Minh.
11. AABB (2003), Disaster Operations Handboolc, (No. I -56395-168-1) Febmaiy 2003, pp. 5 -15.
NGHIEN curu XAY DUNG MO HINH PR BAD CHI TRONG VAN DONG HIEN MAU TINH NGUYEN
Nguyen Diic Thuan*, Tran Quoc Hiing**, Nguyen Dac Than***
Ngo Xuan Hiing***, Lc Trung Dung****, Cao Chi Cu-dng*
SUMMARY
Through the method of desciptive and analytic research (combining qualitative and quantitative analysis) and community intervention study (before and after) which are used for PR model with 60 reporters and journalists in Ha Noi, we can see that: the messages about blood donation suiting the reporters and jourmalists include: the update on situation of blood donation (100%); infomation about events and communication campaigns about blood donation (100%); infomation about representative organizations and individuals (100%); information about blood receivers (90%); and activities of blood donors (85%) as well as professional staff (63.3%). The way of showing the mesages consists of statistics of blood donation (100%), stories (100%), short news (95%), reports (88.3%), press releases (76.7%), video, audio tape, pictures (65%), articles and data tapes (46.7%). The PR model towards the press in term of developing source of blood donors includes 5 steps. The results of implementing this model are:
increasing of adequate knowleadge from 43,3% to 71.3%; the rate of objects with adequate attitude
about blood donation and belief in bicxxl transfusing services increasing from 47,7% to 93,2% and 56,7% to 95,0% altermately; beside that 85% of researched objects has 3 and over press works in 1 year; there are 4 press media campaigns, 568 works printed 7,085 times In many papers and websites; and it gets 5/5 given criteria after carrying out the model.
I. OAT VAN oi
Cac CO quan thdng tan, bao chi va mang internet ed vai trd quan trgng trong boat dong truyen thdng ndi chung \ a truyen thdng ve bien mau tinh nguyen (HMTN) ndi rieng.
Bao chi ciing dugc coi la mdt cdng cu quan trgng ciia quan h? cdng chiing (PR) va phong vien, nha bao la nhdm ddi tugng ludn dugc uu tien trong thiet lap cac chuong hinh PR ndi chung va PR trong van ddng HMTN noi rieng. Vdri tu each la mdt co quan ddc lap dong vai yd "ngudri thu ba", bao chi cd nhieu uu the vugt trdi so vdri cac cdng cu PR khac trong viec tao niem tin, tmh cam va thuyet phuc cong chiing chuyen ddi hanh vi trong HMTN.
* Trung tam Mau ChQ'thap do VN; ** VSn phong TW Hoi Chu' Thap do VN
*** Cau lac bd 25 Viet Nam