RESEARCH

MEDIA TEAM

2013

PR AGENCIES IN VIETNAM

PR AGENCIES IN VIETNAM -RESEARCH

CONTENT:

1. Tng quan

2. Xu hng dch chuyn ca cng c PR

3. Top 20 PR agencies ti Vit Nam

4. Top 10 chuyn gia PR hng u ti Vit Nam

5. Hng i ca Ngc Nam Phng trong lnh vc

PR

PR AGENCIES IN VIETNAM -RESEARCH

MC TIU:

C ci nhn tng qut v tnh hnh chung ca ngnh PR ti Vit Nam

Tm hiu v cc PR agency ln ti Vit Nam

Phn tch th mnh v li th cnh tranh ca cc PR agency

Xu hng pht trin v ngnh PR trong giai on mi

Tm ra hng i ca Ngc Nam Phng v PR trong tng lai

CNG C KHO ST:

Internet, bo ch, bo co, kho st v PR.

TNH HNH CHUNG NGNH PR TI VIT NAM:

Ngnh PR tuy c lch s hn 100 nm trn th gii, nhng cn kh mi m Vit Nam, din ra

ch yu TP. HCM v H Ni

c nhiu cng ty trong v ngoi nc u t vo lnh vc ny, ch yu thc hin vic t chc s

kin v quan h vi bo ch nhng cha ch trng vic xy dng thng hiu. Thc t l ngnh PR

ti Vit Nam ch yu hot ng tp trung mng t chc s kin, quan h bo ch, quan h cng

ng hay trch nhim x hi ca doanh nghip. Mng iu hnh t vn chin lc cn hn ch v

rt t cc cng ty c kh nng cung cp dch v qun tr khng hong hay hoch nh chin lc.

(Theo sch Ngnh PR ti Vit Nam, PGS. TS. inh Thy Hng)

1. TNG QUAN

PR AGENCIES IN VIETNAM -RESEARCH

Mt s doanh nghip kh thnh cng nh bit cch s dng PR, tuy vy mt s doanh nghip, nht

l doanh nghip nh nc hiu cha ng hoc cha bit s dng PR. Mt s cng ty cha xem trng

b phn PR hoc khng c b phn PR

a s nhn lc ngnh PR tr, nng ng, sng to nhng cha c o to bi bn vi tnh chuyn

mn cao, ch yu xut thn t ngnh bo ch, ngoi thng, kinh t, ngoi ng.

Hnh lang php l ca PR ti Vit Nam vn cha c xy dng v pht trin cht ch cc doanh

nghip c th da theo --> thiu kim sot v cht lng khng cao.

Cha c mt t chc hay hip hi PR no tp hp cc PR agency ti Vit Nam thnh mt cng

ng trao i thng tin, kinh nghim v a ra B Quy tc hnh ngh PR; cng nh c nhng hot

ng gy nh hng chnh quyn.

Trong nhng nm qua, ti Vit Nam cng din ra cc hot ng PR cp Quc gia nh Vn ng

hnh lang quc hi Hoa K gia nhp WTO, t chc s kin din n hp tc quc t Chu , Thi

Bnh Dng 2006, s kin qung b du lch.

1. TNG QUAN

PR AGENCIES IN VIETNAM -RESEARCH

CC CNG C PR C BN:

Quan h bo ch

T chc s kin

Qun tr ri ro, khng hong

Cc hot ng cng ng: ti tr, bo tr

Cc hot ng phi thng mi trc tip vi khch hng: hi ngh khch hng, trin lm, roadshow

Quan h PR i ni

Trng by, trin lm

Tham gia cc chng trnh truyn hnh

Cc hot ng h tr

2. XU

HNG DCH

CHUYN CA CNG

C PR

PR AGENCIES IN VIETNAM -RESEARCH

XU HNG DCH CHUYN:

S ln ngi ca truyn thng s tc ng khng nh n cc cng c PR hin nay. PR trc tuyn

(Online PR) qua mng li cng ng x hi (PR 2.0) pht trin bn cnh cc cng c PR truyn

thng:

* Cng ng chia s video nh Youtube, Myspace, video cast, podcast

* RSS feed

* Blog, forum

* Mng x hi: Facebook, Twitter, Tumblr, linkedin

2. XU

HNG DCH

CHUYN CA CNG

C PR

PR AGENCIES IN VIETNAM -RESEARCH

DANH SCH TOP 20 AGENCY TI VIT NAM

(Xem bn di)

LI TH CNH TRANH

Cc cng ty c li th v thng hiu, to s an tm cho khch hng khi la chn cng ty PR.

i ng nhn s ng, c tng sng to tt.

Quy trnh qun l v cch lm vic chuyn nghip, hiu qu.

C nh hng chin lc pht trin r rng.

Ngun lc v kinh t n nh.

C ngun khch hng thn thit v nhiu mi quan h tt vi cc doanh nghip.

C TRNG

a s cc cng ty top v PR Vit Nam l cc tp on ln, cng ty nc ngoi (Ogilvy) v cng ty

kt hp gia ni a v nc ngoi (AVC Edelman). Nhng cng ty ny c i ng nhn vin c trnh

v nng lc tt. ng thi, s kt hp gia hai doanh nghip trong v ngoi nc s mang n

s s chia ln nhau v kin thc, nhn s v k thut.

3. TOP 20

PR AGENCY

TI VIT NAM

PR AGENCIES IN VIETNAM -RESEARCH

TH PHN

Hin nay vn cha c mt bo co chnh thc v th phn ngnh PR nhng theo tnh hnh thc t th

ngnh PR Vit Nam mi ch giai on ang pht trin. Cng ty PR a s l ""ci g cng lm"",

cha c nh hng r rng trong chin lc pht trin ca cng ty.

3. TOP 20

PR AGENCY

TI VIT NAM

PR AGENCIES IN VIETNAM -RESEARCH

STT Tn website a ch in thoi

1 Ogilvy & Mather Vietnam

www.ogilvy.com 72 -74 Nguyn Th Minh Khai 08 3821 9549

2 Square Group www.squaregroup.com.vn 54-56 Hoa o, Qun Ph Nhn, TP. HCM

08 3517 2620

3 Masso Group www.massogroup.com 25/68 Nguyn Bnh Khim, Qun 1, TP. HCM

08 3911 8456

4 MetanVietnam www.MetanVietnam.com 139 Pasteur, Qun 3, TP. HCM 08 3825 8310

5 Vero Public relations

www.veropr.com 5B Tn c Thng, Qun 1, Tp. HCM 08 629 10462

6 AVC Edelman http://www.edelman.com AVC Edelman, Tng 8, Maritime Bank Tower, 180 Nguyn Cng Tr, qun 1, Tp HCM

08 625 17 111

7 Mind Caster http://www.mind-caster.com 60 Nguyn nh Chiu, Phng a Kao, Qun 1, TP.HCM

08 3911 0434

8 XPR http://www.xpr.com.vn Tng 7, ta nh Packsimex, 52 ng Du, p. Bn Ngh, Qun 1, Tp. HCM

08 38210

9 Le Bros http://lebros.vn 162 Phng Lit, Qun Thanh Xun, H Ni

04 3868 9568

10 Mio Comnunications

http://www.mio.com.vn 125/2 Nguyn Cu Vn, P.17, Q.Bnh Thnh, TP.HCM

08 835 2476

11 Biz - eyes http://biz-eyes.com.vn 34/2 Trn Khnh D, phng Tn nh, Qun 1, Tp HCM

08 3526 5713

12 Venus Comunications

http://www.venus-communications.com

26 Trn Cao Vn, Phng 6, Qun 3, Tp HCM

08 823 8686

13 Medason group http://medason.com Lu 6, S 384C Nam K Khi Ngha, Phng 8, Qun 3

08 35267094

PR AGENCIES IN VIETNAM -RESEARCH

14 Dentsu http://www.dentsu.com.vn Lu 33, AB Tower, 76 L Lai, Phng Bn Thnh, Qun 1, Tp HCM

08 38219005

15 Awareness I.D http://www.awareness.com.vn Lu 6, Rosana Tower, 60 Nguyn nh Chiu, Qun 1, Tp HCM

08 38224024

16 Scarlet Communications

http://www.scarlet.vn Lu 9 -11, Vietnam Business Center, 57-59 H Tng Mu, Qun 1, TP HCM

08 3915.3791

17 Golden Communication Group

http://www.goldenadgroup.com 1, L T Trng, Phng Bn Ngh, Qun 1, TP HCM

08 39 101 250

18 Leo Burnett http://leoburnett.vn/ 81-85 ng Hm Nghi, Q.1, Tp.H Ch Minh

08 38256342

19 Y&A http://www.yr.com/ Tng 12, Ta Nh HMC Building,193 ng inh Tin Hong, Q.1, Tp.HCM

08 38258351

20 Galaxy Communications

http://www.galaxy.com.vn 2A Chu Mnh Trinh, Qun 1, Tp. HCM 08 3910 2007

21

Biz Tequila http://www.biztequila.com.vn 4th Floor, 9 Dinh Tien Hong, Tng 4, s 9 inh Tin Hong, Qun 1, Tp.HCM

08 3823 9987

PR AGENCIES IN VIETNAM -RESEARCH

Tng gim c T&A Ogilvy, pht trin cng ty thnh mt tp th ln

mnh vi gn 70 nhn vin t vn truyn thng chuyn nghip.

Mt trong nhng chuyn gia truyn thng c uy tn nht hin nay.

C vn v pht trin thng hiu v chin lc truyn thng cho cc

thng hiu hng u ti Vit Nam nh Masan Group, Sovico Group,

Tn Hip Pht v ph trch cc khch hng chin ca T&A Ogilvy nh

Temasek, IE Singapore, Yahoo!... ; ph trch vai tr t vn cho Chng

trnh Thng hiu Vit Nam, v cc t chc quc t khc nh Danida v

USAID.

Thc s bo ch quc t, trng H Quan h Quc t Matxcova, thc s

Quan h Cng chng ti H Oklahoma (M)

Ngoi v tr chuyn vin truyn thng, cn c bit n rng ri vi

vai tr ging vin, nh ph bnh vn hc v ngh thut.

4. TOP 10

CHUYN

GIA PR

HNG U TI VIT

NAM NGUYN THANH SN

PR AGENCIES IN VIETNAM -RESEARCH

Nh bo Ch tch kim Tng gim c tp on L Group bao gm hai

cng ty ln l Le Brothers v Le Media, Fansipan Media Corp, Vietnam

CEO Corp., trong Le Media v Le Bros l mt trong nhng cng ty

truyn thng, xut bn, marketing, PR, t chc s kin ln nht Vit

Nam.

c nh gi l mt nh bo chuyn nghip, k nng v kinh nghim

dy dn trong ngnh bo ch cng nh truyn thng.

c bit, ngi sng lp v ci t cho rt nhiu bo v tp ch ti Vit

Nam nh Tp ch p, Th thao Vn ha & n ng, Doanh Nhn, Stuff

Vietnam, Autocar Vietnam v i tin phong trong xu th nhng quyn

thng hiu xut cc tp ch quc t ti Vit Nam

S hu cng ngh sn xut bo ch hng u Vit Nam

c bit ti nh mt nh t vn chin lc PR y kinh nghim cc

ngnh ngh a dng nh ti chnh ngn hng, du kh, t xe my, hng

xa x, v.v

Sm nm bt c nhng xu th quc t ng dng trong cng vic

kinh doanh ca mnh

L QUC VINH

4. TOP 10

CHUYN

GIA PR

HNG U TI VIT

NAM

PR AGENCIES IN VIETNAM -RESEARCH

Ngi thnh lp ng thi gim c iu hnh AVC Edelman

Tng l Sales Manager & Business Manager ca cc hng ln nh Shell

VN v P&G VN

PGS, TS., Trng khoa Quan h Cng chng v Qung co, Hc Vin Bo

ch -Tuyn truyn, Hc Vin Chnh tr Quc gia H Ch Minh.

Tng tham gia ging dy bo ch v truyn thng ti trng Tng hp

Cng ngh Sydney, c (UTS) t nm 2001-2003

C nhiu bi bo nghin cu v bo ch v truyn thng c ng

cc tp ch nghip v bo ch trong nc v quc t

Ba cun sch mi xut bn gn y nht m c lm ch bin l: PR:

Kin thc c bn v o c ngh nghip (Alphabooks 2007); PR: L

lun v ng dng (Alphabooks 2008); v cun Bo ch Th gii v Xu

th pht trin (Nh Xut bn Thng Tn, 2008)

4. TOP 10

CHUYN

GIA PR

HNG U TI VIT

NAM

BI NGC ANH

INH TH THY HNG

PR AGENCIES IN VIETNAM -RESEARCH

Hn 8 nm kinh nghim trong ngnh Qung co

tng ot mt s gii thng quc t v khu vc trong thi gian cng

tc ti JWT.

Communications Manager, Hoffmann-La Roche

L "ngi lm PR trong cng ty qung co", tng l PR Director trong

cng ty Lowe Worldwide v trc l Account Director cng ty

Venus, l mt nhnh ca Saatchi & Saatchi. Tn ch lm PR ca ch Trang

l If the public thinks you have a problem, you have a problem.

CEO Biz-eyes, Squaregroup

Lm vic trong lnh vc truyn thng hn 7 nm, hn 50 khch hng

vi d n ln nh Miss Universe Pageant, FIFA World Cup Trophy

Tour

4. TOP 10

CHUYN

GIA PR

HNG U TI VIT

NAM

NGUYN TH THU HNG

NGUYN TRNH THY TRANG

DNG THUN QU

PR AGENCIES IN VIETNAM -RESEARCH

Gim c iu hnh T& A Ogilvy

7 nm lm vic ti B phn dch v khch hng, tham gia su vo vic

hoch nh chin lc v k hoch truyn thng nh kinh nghim,

nhng am hiu v tnh hnh kinh doanh, gii truyn thng Vit Nam kt

hp vi chuyn mn v k nng PR quc t ca mnh.

c khch hng nh gi cao khi a ra nhng kin t vn kp thi

v hiu qu trong vic qun tr v x l khng hong, lnh vc i hi

nhng k nng ngh nghip dy dn.

Trng thnh t gia nh c truyn thng bo ch, c nhiu bn b v

cc quan h thn thit trong gii truyn thng, gip b ng vai tr then

cht trong nhiu chin dch truyn thng quan trng ca T&A Ogilvy

Tt nghip Hc vin Quan h Quc t v c bng Thc s Qun tr Kinh

doanh t chng

4. TOP 10

CHUYN

GIA PR

HNG U TI VIT

NAM NGUYN DIU CM

PR AGENCIES IN VIETNAM -RESEARCH

Tng Gim c Mio Communications

Tt nghip Thc s chuyn ngnh Qun Tr v Marketing, Brussel

University (Belgium)

Trn 15 nm hot ng trong lnh vc bo ch v truyn hnh

Chuyn gia t vn Quan h cng ng, t chc s kin

Ging vin thnh ging H Kinh T

U vin Ban Chp Hnh Hi DN tr TP.HCM (YBA)

Thnh vin T chc cc Nh lnh o tr Th gii (JCI)

Gim c i ngoi CT thit b cng nghip Kim Phong, khch hng l

cc tp on du kh Petronas, Modec, PVDOS, PTSC Qung Ngi, cc

cng ty nh Furmosa.

Tt nghip Thc s ti trng Universtiy of Wales, C cn c trng

University of Stirling, Anh Quc tha nhn l ging vin trao i.

Kinh nghim lm PR ti cng ty truyn thng PSC, cng ty Qung co

Uniad, tham gia kh nhiu bi vit ng trn tp ch Marketing Vit Nam.

ang l ging vin ging dy trng i hc Khoa hc X hi v Nhn

vn- Khoa Bo ch Truyn thng, Khoa Quan h Quc t.

4. TOP 10

CHUYN

GIA PR

HNG U TI VIT

NAM

NGUYN TH MINH CHU

HONG XUN PHNG

PR AGENCIES IN VIETNAM -RESEARCH