1:- nh k: v d: thi tit (ma), chu k suy thai kinh t

2:- Khng nh k: (thng do con ngi gy ra) v d: chyn, tham nhng

3:- C th d bo, nhng khi xy ra l bt ng

4:- Khng th tiu dit khng hang m ch gim thiu thithi (minimizing)

1. Trc: nghin cu, d bo

2. Trong: thit hi v ngi trc, thit hi v ca sau(men first, monies later)

3. Sau: khc phc hu qu, rt kinh nghim

1. Chun b c h thng

2.Lun lu nhng im bo xy ra khng hong

3.Cn trng khng tha

4.Hy mua bo him

Bc 1: Lp nhm(t) c nhim(taskforce)

Bc 2:nh gi phm vi v tm nh hng ca s c khng hong

Bc 3:Trin khai k hoch

Bc 4:Th nghim k hoch

Bc 5:Cp nht k hoch

1.Cc du hiu

2.Ti sao cnh bo thng khng c ch ?

3. Gii php

1.Hnh ng nhanh v quyt on

2.Con ngi l trn ht

3.C mt ti hin trng (su st)

4.Giao tip m (c phn cng)

5. Phn x theo kinh nghim v bn nng

1.Hnh ng nhanh chng

2.Lun thu thp thng tin

3.Khng ngng giao tip

4.Lp h s hnh ng: (Samuel Eliot Morison)

5.S dng k nng qun l d n (a) xc nh v t chc, (b) lp k hach, (c) qun l thc hin, (d) kt thc dn

6. C mt tuyn u

7.Cn c tuyn b khi khnghong chm dt

1.Cng khai nhng thn trng khi tip xc bo ch

2. i tng no thng tin

3.Nhng cu hi thng gp(FAQs)

-Nguyn nhn

-Thit hi

-Trch nhim

-Hnh ng trc mt v lu di nhm khc phc hu qu

1. nh du kt thc khng hong

2.Ghi li cng tc i ph khng hong

3.Rt ra bi hc

Cu hi C Khng

1 Cng ty bn mi thnhlp?

2 Sp tung ra mt snphm mi?

3 Bn ang thit lp mtquy trnh mi?

4 Doanh nghip bn thuclnh vc cng ngh cao?

5 C phi cng ty bn angci t qun l?

6 Phng (hay cng ty) bnchun b mt ci t quantrng?

C Khng

7 Li nhun cng ty ang gim?

8 Vic kinh doanh ang ci tin ng k?

9 Doanh nghip bn ch c mt sn phm hay dch v duy nht?

10 Cty bn ph thuc vo vi nh cung ng ln?

11 Cty ph thuc vi (hay mt) khch hng ln?

12 H thng cng ngh thng tin ca bn yukm?

13 Gn y cng ty bn c m rng th trngmi?

14 Thi chung ca nhn vin cng ty c kiucng,d kch ng?

15 Hat ng ca cng ty c nguy c gy hi mitrng?

C Khng

16 Cng ty bn c thiu ngi khng?

17 Cng ty bn gn y c tng trngtt khng?

18 Th phn ca cng bn c b gimgn y khng?

19 Cng ty bn c dnh vo kin tngkhng?

20 Cng ty bn c s dng cc cng tykim tan b bi khng?

C Khng

21 Cng ty bn c ph thuc quan h gia nh khng?

22 Cng ty bn c d b nh hng thin tai khng?

23 Mc tn nhim ca cng ty bn c km khng?

24 Cng ty bn c gp kh khn trong vic gi ngigii khng?

25 Cng ty bn c d b la khng?

C Khng

26 Cng ty bn c nh hng mnh vi cng chngkhng?

27 Nhn vin ca cng ty bn c quan h xu vi ban gim c khng?

28 Cng ty bn c hat ng trong mt nc bt n vchnh tr khng?

29 Cng ty bn c thiu d tr tin khng?

30 Cng ty bn c sn xut hay tn cc cht c hikhng?

QUAN H CNG CHNG

Khng hong v vn

Qun l vn : Vn v qun l vn

ngha ca vic qun l vn

Quy trnh qun l vn

Qun l khng hong: Khng hong v qun l khng hong

Quy trnh qun l khng hong D bo v chun b

X l khng hong

Khi phc sau khng hong

Chng trnh x l khng hong

KHNG HONG V VN

2 lnh vc thch thc ca hot ng PR

Khng hong: cng thng/c nghit, kh d on V khng b tn cng World Trade Center M (11/9)

V sp nhp dn cu Cn Th (26/9)

Vn : kh xc nh hu qu, ch nhn ra khi n nh hng ln i sng hng ngy V kh ht nhn

Hiu ng nh knh

QUN L VN

Tin trnh gip cng ty c th nhn din v nh ginhng vn v x hi v chnh tr m chng c nhng tc ng nht nh no ln t chc

Nhng vn sau c xc nh theo th t u tin, ri c cc bin php i ph thch ng Hi ng Cng v ca M (Public Affairs Council)

VN L G?

Bt c vn hay vn tim n no m mt t

chc ang gp phi

Mt quyt nh hay s la chn ang tranh lun no

Ct gim kh thi

Bt c vn gy tranh lun hay cu hi ang tranh ci

no c nh hng n t chc

V D CC VN CHNH

Nhng vn chnh yu ang nh hng cc t chc

hin ti gm:

Vn mi trng (Environmentalism)

Vn tiu th/trch nhim php l lin quan ti sn phm

(Consumerism/product liability)

Thay i li sng v mong i ca ngi lao ng

(Employee expectations/lifestyle changes)

Sc khe v an ton (Health and safety)

Cc nhm dn tc thiu s (Minority groups)

NGHA CA VIC QUN L VN

Ti cn thit cho cc t chc hin i chp nhn cch tip cn ch ng vi cc vn Mi khi thi ca cng chng tr nn chai cng hoc

vn ng ti bo ch, th qu chm tr!

Mt lp trng chng i rt d dn cc vn tr nn khng hong

Trong nhiu cch, vn khng th iu khin, nhng s i ph th c th

Qun l vn c xem l PR chin lc

QUY TRNH QUN L VN

Nhn din (Identification)

Phn tch (Analysis)

Chin lc (Strategy)

Thc thi (Action)

nh gi (Evaluation)

Qun l cc vn i hi nhng hnh ng u vo

(input) ca tt c cc cp trong t chc v phi c s

cam kt ht mc ca cp lnh o

NHN DIN

i hi phi theo di su n mi trng

VD: theo di truyn thng, nghin cu d lun, hoc s

dng cc nh c vn chuyn mn

Cc vn nn c nhn din sm trong vng i

ca n:

Du hiu

Vn

Khng hong

PHN TCH

Thit lp s u tin

Ch c mt vi vn thc s quan trng n mt t chc

no

Cng mt vn nhng c tc ng khc nhau

ln cc t chc khc nhau

VD: s sit cht cc lut l ca chnh ph ln vic khai

thc nhng cnh rng gi c th gy kh khn cho cc

cng ty khai thc g, nhng to ra c hi cho nhng ai u

t vo trng/bo v rng

Cc nhn t trong vic thit lp s u tin:

Thi gian, mc , bn cht m vn c th tc ng ln

t chc

Thi ca nhm cng chng mc tiu

Kh nng i ph ca t chc vi vn

Hu qu ca vic khng x l vn

CHIN LC

Thng thng, i hi phi c mt lc lng c nhim gm nhng ngi t nhiu lnh vc khc nhau

theo cch tip cn qun l d n

S phi phc tho mt bn v th tuyn b r rng v v tr ca cng ty ng u trn vn ang t ra Gip t chc nm gi v th lnh o v ng gp c

ngha vo vn tranh lun ca cng chng

Qung co bin h

THC THI & NH GI

Ging nh cc chng trnh PR khc, chng trnh

qun l vn cng phi c thc thi v sau

nh gi chng (c t c mc tiu ra khng?)

QUN L KHNG HONG

Qun l khng hong c th kin to hay lm sp cng ty/t chc

Khng hong c chia thnh 2 dng chnh da vo thi gian tn ti ca n: Khng hong mn tnh (Chronic): nhng tnh hung

khng hong di hn. Nguyn nhn: do qun l cc vn ti

VD: Li n rt tin hng lot

Hu qu: c th dn n khng hong cp tnh

Khng hong cp tnh (Acute): nhng thm ha bt ng, khng tin liu c Tai nn lao ng, ha hon

KHNG HONG L G?

Khng phi tt c cc tnh trng khn cp u tr thnh khng hong v PR: Ch khi n c tc ng rt ln n uy tn/danh ting ca t

chc hay nng lc ca t chc hot ng bnh thng

L mt s vic khc thng hay mt lot cc v vic c nh hng bt li n: Tnh ton vn ca sn phm/dch v

Danh ting, mc n nh v ti chnh ca t chc

Sc khe hay tnh trng khe mnh ca ngi lao ng, cng ng hay cng chng ni chung

QUY TRNH QUN L KHNG

HONG

D bo v chun b

X l khng hong

Khi phc sau khng hong

D BO V CHUN B

D bo trc l cha kha trong qun l khng hong Khng phi tt c cc tnh hung c th xy ra u c th

d bo, nhng c th a ra cc gi thit v mt s kch bn c th xy ra: Nhng g c th xy ra th c th xy ra!

Nhng du hiu hoc s vic nh ban u c th l nhng tn hiu gip chng ta d on c khng hong VD: thm ha thin nhin, thm ha do con ngi to nn

D BO V CHUN B

Mt khng hong c th l kt qu t vic mt quyt

nh cn nhc no c x l/giao tip ti

Cc k hoch v kch bn v khng hong nn c

kim tra thng xuyn thng qua nhng bui din

tp ng ph khng hong (crisis simulations)

Rt nhiu cng ty thng xuyn t chc cc bui din tp

phng chy cha chy

X L KHNG HONG

Nhm x l khng hong: u no ca hu ht cc hot ng x l khng hong

Nhm phi tc trc 24/7 v d lin lc/tip cn Mt s chm tr c th tr nn thm khc!

Ngi pht ngn: Nhng ngi ph trch PR khng cn thit l ngi pht

ngn vi bo ch, thng l nhn vt qun l cp cao nht gi vai tr ny

NHM X L KHNG HONG

Ban Lnh o:

Pht ngn

PR/marketing

Php l

Nhn s/hnh chnh

Dch v khn cp

Y t, cha chy, bo v

B phn k thut/nghip v

X L KHNG HONG

Thc thi giao tip:

Ni ht tt c, s tht v sm nht!

Thng tin cng khai, thng thn v nhanh chng lun

lun l chin lc tt nht hn ch nhng tn hi

cho hnh nh doanh nghip v cc mi quan h chnh

yu

ng bao gi ni khng bnh lun!

ng li/n y trch nhim

THC THI GIAO TIP

Ct li l phi m bo r rng, khng cn tr nhng knh giao tip Gii truyn thng phi c c s tip cn ngay lp tc ti

thng tin/ngi pht ngn

To iu kin thun li cho h a tin, vit bi

Th t u tin khi pht biu v s thit hi: S ngi cht v b thng

Tc hi n mi trng

Tip n: Thit hi v vt cht

Thit hi v ti chnh

CHNG TRNH X L KHNG

HONG

T chc lc lng ng ph Nhm x l khng hong

Tm hiu/xc nh s vic

Chun b li pht biu/tuyn b Nhn vt c ting ni mnh lm cho cng chng tin tng

Thng bo cho nhng ngi c lin can

Thng bo cho ton b dn chng

Tr li cc cu hi phng vn ca bo gii

Tip xc vi bo gii ti hin trng

Sp xp cc cuc phng vn vi ngi b hi

V D: TYLENOL

Tylenol l nhn hiu thuc gim au paracetamol hng u th gii ca cng ty Johnson & Johnson (M)

Nm 1982, ti bang Chicago c 7 ngi cht sau khi dng thuc gim au Tylenol

Th phn ca Tylenol gim mt cch th thm t 37% xung cn 6% ch trong vi ngy

Gy thit hi cho Johnson & Johnson khong $50 triu thu hi li sn phm v kim tra tt c cc cng on sn xut

J&J X L KHNG HONG

Trc ht, J&J thng bo rng ri cho ton b dn chng v ton b s vic khng may xy ra vi 7 ngi dn.

iu tra v nguyn nhn gy ng c ca thuc Tylenol

Thng bo rng ri trn cc PTTTC v s c thuc gim au Tylenol, qua cnh bo vi ng o ngi s dng trn khp nc M nn ngng ngay vic s dng thuc

J&J cho ngng ngay vic SX v qung co i vi thuc Tylenol, ng thi ra lnh thu hi loi thuc ny ti tt c cc im bn trn ton nc M.

Ch ng hp tc vi cc PTTT, k c lc lng cnh st (FBI) cng nh cc c quan qun l chc nng dc phm M tm ra nguyn nhn ca vic ng c thuc.

Mi thng tin v s c ny u c thng bo cng khai.

Bo Din n Doanh nghip - c quan ca Phng Thng miv Cng nghip Vit Nam Ting ni ca cng ng Doanh nghip Doanh nhn Vit Nam, vi s lng pht hnh trn 30.000 bn/kang ngy cng khng nh vai tr quan trng i vi cng ngdoanh nghip.

Mt trong nhng nhim v quan trng ca Phng Thng mi vCng nghip Vit Nam l tp hp, nghin cu kin ca cc doanhnghip phn nh, kin ngh v tham mu cho Nh nc cc vn v php lut, chnh sch kinh t -x hi nhm ci thin mitrng kinh doanh. Phng Thng mi v Cng nghip Vit Nam xc nh Bo Din n Doanh nghip l cng c quan trng thchin cc nhim v nu trn.

Hin ti, bo Din n Doanh nghip n vi bn c qua cc nphm bo in (tun 2 k), Doanh nhn (thng 2 k) v Bo in t(www.dddn.com.vn) v ang gp phn bo v, thc y s phttrin ca cng ng doanh nghip bi nhng thng tin chnh tr - kinht - thng mi chnh xc, thit thc.

Vi mc tiu cung cp cho c gi mt cch nhanh nht v ton dinnht nhng thng tin kinh t ni chung v thng tin v hot ng cacng ng doanh nghip ni ring, Bo Din n Doanh nghip khngngng ci tin, tng cng hp tc vi cc Doanh nhn, cc chuyngia kinh t, cc nh nghin cu cng nh cc nh qun l nhm mangn cho c gi ci nhn a chiu v cc vn kinh t- x hi, thcs l din n ca cng ng Doanh nghip-Doanh nhn.

n vi Bo Din n Doanh nghip, thnh cng ca cc d n v khch hng c cam kt t cp lnh o cao nht ca chng ti, vi s nhit tnh tham gia v cng hin ca cc chuyn vin kinh nghim t s hiu bit su sc v doanh nghip v mong mun ca khch hng.

Bo Din n Doanh nghip gip khch hng ca mnh lun ch ng trong mi tnh hung qua vic c nhiu kinh nghim phong ph v hiu bit su sc v mi trng kinh doanh Vit Nam, cc mi quan h su rng vi cc c quan chnh ph Vit Nam, cng nh hiu r nhng nhu cu ca cc cng ty a quc gia.

i vi mi khch hng v d n, Bo Din n Doanh nghip s c ra 01 nhm ph trch khch hng/d n chuyn bit c th lm vic cht ch vi khch hng hng ngy v mang li cho khch hng dch v vi cht lng cao nht v lm khch hng hi lng.

Mi nhm s bao gm Gim c dch v khch hng, ngi s lnh o ton nhm v l u mi lin lc chnh i vi khch hng, cc chuyn vin t vn v chuyn vin thc thi nhm p ng mi yu cu ca khch hng ng thi hn v m bo cht lng dch v.

Din n Doanh nghip l t bo u tin ti Vit Nam p dngh thng Qun l cht lng theo tiu chun ISO 9001:2000

Khi cn thit v theo yu cu ca d n, Bo Din n Doanh nghip s phi hp vi cc i tc ca mnh thnh lp nhm d n hn hp c th cung cp cho khch hng cc dch v tng th v chuyn su.

Bo Din n Doanh nghip lun hp tc gn b vi cc n v thnh vin trong tp on, cc i tc qung co v t vn truyn thng trong khu vc v trn th gii nhm a ra nhng dch v ton din v ti u cho khch hng.

Din n Doanh nghip l t bo u tin ti Vit Nam p dngh thng Qun l cht lng theo tiu chun ISO 9001:2000

Bo in

(Tun 2 k)

Bo in t

www.dddn.com.vn

Bo Doanh nhn

(Thng 2 k)

Cc n phm sch

Cc chuyn

Quan h Chnh ph: phn tch mi trng x hi, u t v chnh tr ti Vit Nam, t vn thit lp v duy tr cc mi quan h vi c quan chnh ph Vit Nam.

Qun l ri ro v khng hong, bao gm: d bo, ln k hoch, t vn x l ri ro v khng hong.

Quan h bo ch: t vn v xy dng quan h bo ch, theo di, phn tch, bo co nhng thng tin lin quan n khch hng v th trng, t chc hp bo, cc bui phng vn, iu tra kin nh bo, v.v...

Truyn thng doanh nghip v truyn thng tip th: t vn quan h vi cc nh u t, quan h bo ch, quan h nhn vin, thit lp thng tin gii thiu v cng ty v cc lnh o cng ty, xy dng thng hiu cho cng ty, son cc ti liu v cng ty v sn phm, v.v...

Dch v nghin cu tip th:

Phng vn v nghin cu nhm i tng mc tiu,

iu tra, nghin cu v i th cnh tranh, v.v...

Thit k b nhn dng thng hiu

Thit k logo, thng hiu sn phm

Ti liu gii thiu v cng ty

Cc n phm tip th

Bao gm t vic xy dng tng, xy dng k hoch thc hin, trin khai v lp bo co cho cc hot ng sau:

L ra mt sn phm, dch v

L khai trng, k kt

L k nim thnh lp cng ty

Hi ngh, hi tho

Hot ng cng ng

Chng trnh tip th, khuyn mi, ...

Roadshow

T chc cc chuyn thm v lm vic ti Vit Nam cho lnh o cp cao cc doanh nghip v t chc nc ngoi bao gm:

Thu xp cuc hp vi cc cp lnh o chnh ph, cc b, ngnh ca Vit Nam

Th tc n, tin c bit ti sn bay

Thu xp xe cnh st dn ng

T chc cc bui tic chiu i, cc bui hp bo, cc hot ng khc trong sut thi gian lm vic Vit Nam

V mt s cc dch v tin ch khc: h tr gii quyt cc th tc visa, dch v ti sn bay, lin h v t phng khch sn, ...