Hoạch định chiến lược PR

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LOGOCHNG 2: HOCH NH CHIN LC PR CA T CHC

NI DUNG CHNG 1

Chin lc v hoch nh chin lc PR1.1

1.2Qui trnh H chin lc PR2

2

2.1. Chin lc v H chin lc PRTheo Philip Kotler Hoch nh chin lc l mt tin trnh m trong trnh by nhng mc tiu m cng ty mun t c, nhng cch thc v ngun lc cn phi c thc hin mc tiu, l trnh v cc bc trin khai trong tng ni dung v gii php tin hnh.

2.1. Chin lc v H chin lc PR

ang u?Mun ti u?Lm nh th no?Ai lm v lm khi no?Lm ci g??Khi hoch nh chin lc ca mnh, cc t chc v cng ty phi tr c cc cu hi:

5Chng ta mun t c iu g? (Mc tiu?)Chng ta mun ni vi ai? (i tng cng chng?)Chng ta mun ni iu g? (Thng ip ?)Chng ta s ni iu nh th no? (Dng phng tin no truyn thng ip?)Lm th no bit chng ta lm ng? (nh gi?)2.1. Chin lc v H chin lc PR

Tp trung mi n lc vo nhng cng vic cn thit, loi b nhng cng vic khng cn thit, tp trung cc n lc vo cng vic cn thitGim thiu ri ro do phn tch k cc nhn t nh hng v cc kh nng c th xy ra

Gip cc nh qun tr ch ng i ph vi nhng tnh hung bt ng v gii quyt cc xung t, mu thun trong qu trnh trin khai chin lcm bo phn b ngun lc hp l

Lm cn c nh gi kt qu

LI CH HOCH NH CHIN LC PR2.1. Chin lc v H chin lc PR

TIN TRNH H CHIN LC PR (RACE)

Research Action ProgrammingCommunication

nh giC.TTrin khaiPhn tch tnh hnhChin lc2. Lp k hoch 3. Hnh ng v truyn thng4. nh gi chng trnh1. Xc nh vn PREvalution2.1. Chin lc v H chin lc PR

2.2. Quy trnh H chin lc PRPhn tch tnh hnhMc tiuMc tiuThng ipChin lcChin thutThi gianNgun lcnh giKim traTm hiu cng chng

2.2. Quy trnh H chin lc PR1. Phn tch tnh hnhPhn nh v iu kin, hon cnh mi trng bn trong v bn ngoi t chcT chc phi tin hnh 1 chng trnh chn chnh khc phc mt vn hay tnh hung xuT chc cn tin hnh mt chng trnh c th no T chc mun tng cng bo v danh ting v s ng h ca cng chng

2.2. Quy trnh H chin lc PR1. Phn tch tnh hnhMC CHCCH THC HINXc nh vn /c hi (di gc PR/truyn thng)- Thng tin nghin cu u vo- Nu vn : Ci g (vn /c hi), u, khi no, ai lin quan/b nh hng, nh th no, v sao l vn /c hi i vi t chc- Lm sng t vn / c hi

2.2. Quy trnh H chin lc PR1. Phn tch tnh hnhYU T C BNChnh tr (Political)Kinh t (economic)Cng ngh (technology)X hi (social) nh gi y hn cn b sung cc yu t nh: thng tin(information), mi trng (environment), vn ha(culture),M hnh phn tch PEST

2.2. Quy trnh H chin lc PR1. Phn tch tnh hnhPhn tch SWOT

Nhn t bn trongim mnhim yu

Nhn t bn ngoiC hiThch thcM hnh phn tch SWOT

2.2. Quy trnh H chin lc PR2. Thit lp mc tium ch n kt qu bao qutnh tnh.Lm ci lm g

Mc ch

Mc tiuCc bc t c mc chnh lng.Cn phi lm g?

142.2. Quy trnh H chin lc PR2. Thit lp mc tiuV d 1: nng cao nhn thc ca khch hng v sn phm Comfort Hng c hoa miV d 2: Nng cao nhn thc 50% tng khch hng Vit Nam tui 20 n 40 tui v sn phm Comfort Hng c hoa mi

2.2. Quy trnh H chin lc PR2. Thit lp mc tiu: c 3 cp THAY I NHN THCV d: cn phi lm cho cng chng hiu r v lut thu thu nhp c nhn.THAY I THI V KINV d: Lm cho cng chng ng h vic ban hnh qui nh i m bo him khi tham gia giao thng.THAY I HNH VIV d: Yu cu mi ngi ng k m s thu np thu thu nhp c nhn.

2.2. Quy trnh H chin lc PR

2.2. Quy trnh H chin lc PR3. Xc nh cng chng mc tiu2 nhm cng chngc tnh- Cng chng chnh- Cng chng ph- c xc nh thng qua nghin cu- Thng tin nhn khu hc v tm l hc: tui, gii tnh, a v, thu nhp, ni c tr, s thch

2.2. Quy trnh H chin lc PR3. Xc nh cng chng mc tiuT chcTi chnhNc ngoiNi bChnh phThng miCng ngTheo Anne Gregory, i tng cng chng ph bin ca 1 t chc:

2.2. Quy trnh H chin lc PR3. Xc nh cng chng mc tiuCng chng mc tiu c nhng mong mun, mi quan tm, nhu cu, mong i g?Cng chng mc tiu nhn bit g cng ty/ t chc?Cng chng mc tiu c nhng mong i g i vi cng ty/ t chc?Cng chng mc tiu c sn lng v c kh nng thc hin nhng hnh vi mong mun khng?

2.2. Quy trnh H chin lc PR4. Xc nh ni dung thng ip

S lp liThi gianGing vn Hnh thcNhng vn cn lu

Thng ip cn truyn ti ntn?C cn s dng hnh nh i km hay khng?...La chn sc thi ging iu v phong cch ngn ng m bo s lin kt v ph hp.Tng kh nng nhn xt v ghi nh ca cng chng.Trnh nhm chn v bt li v tm l.Thi gian cng b thch hp, to ra tm l tch cc

2.2. Quy trnh H chin lc PR4. Xc nh ni dung thng ipS kin "Khu Vn Hoa K Diu"Hng ngn hoa

2.2. Quy trnh H chin lc PR6. Thit k chin thut, chin lcCHIN LCCHIN THUTCch thc thc hin mc tiu t ra.Nhng vn c th s phi thc hin t c mc tiu .Cn c xy dng

2.2. Quy trnh H chin lc PR5. Thit k chin thut, chin lc ngha2 hp phn ca chin lc PR- M t cch thc t c mc tiu- Nn tng xy dng chng trnh chin thut- Chin lc hnh ng: thay i chnh sch hot ng hay kinh doanh- Chin lc truyn thng: cch thc truyn thng bao qut cn tin hngChin lc

2.2. Quy trnh H chin lc PR5. Thit k chin thut, chin lc nghaS dng cc cng c truyn thng- M t cch thc t c mc tiu- Nn tng xy dng chng trnh chin thutS kin/Ti trGiao tip c nhnThng co bo chnhPhng vnChin thut

252.2. Quy trnh H chin lc PR5. Thit k chin thut, chin lc

262.2. Quy trnh H chin lc PR5. Thit k chin thut, chin lc

2.2. Quy trnh H chin lc PR5. Thit k chin thut, chin lc

2.2. Quy trnh H chin lc PR6. Xc nh khung thi gian v ngun lc

2.2. Quy trnh H chin lc PR6. Xc nh khung thi gian v ngun lc

2.2. Quy trnh H chin lc PR7. nh gi v kim tra

L bc cng vic tt yu ca mi chng trnh qun tr v hoch nh chin lc

nh gi

L mt qu trnh ko di lin tc i vi chng trnh di hn

NH GIKIM TRA - Din ra mt cch lin tc, thng xuyn.- Phn tch, xem xt nhng kt qu sau cng ca mt chng trnh hay mt chin dch PR.- Din ra theo tng t v t thng xuyn.

- Quay ngc tr li theo nh k nhm nhn din cc thay i chin lc c th nm bt2.2. Quy trnh H chin lc PR7. nh gi v kim tra