{"id":22218,"date":"2016-04-12T07:00:55","date_gmt":"2016-04-12T00:00:55","guid":{"rendered":"http:\/\/scholarshipplanet.info\/vi\/?p=22218"},"modified":"2016-04-05T11:25:04","modified_gmt":"2016-04-05T04:25:04","slug":"quan-he-cong-chung-su-can-thiet-hay-uu-the","status":"publish","type":"post","link":"https:\/\/scholarshipplanet.info\/vi\/quan-he-cong-chung-su-can-thiet-hay-uu-the\/","title":{"rendered":"T\u1ea5m b\u1eb1ng Quan h\u1ec7 c\u00f4ng ch\u00fang l\u00e0 b\u1eaft bu\u1ed9c hay \u0111i\u1ec3m c\u1ed9ng?"},"content":{"rendered":"

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Ng\u00e0y nay trong x\u00e3 h\u1ed9i c\u00f3 r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi tin r\u1eb1ng khi n\u00f3i \u0111\u1ebfn t\u00ednh chuy\u00ean nghi\u1ec7p, “Kh\u00f4ng ph\u1ea3i nh\u1eefng \u0111i\u1ec1u b\u1ea1n bi\u1ebft m\u00e0 l\u00e0 nh\u1eefng ng\u01b0\u1eddi b\u1ea1n bi\u1ebft m\u1edbi \u0111\u00e1ng quan t\u00e2m” (Telegraph, 2013). \u00a0M\u1ed9t v\u00e0i cu\u1ed9c kh\u1ea3o s\u00e1t th\u1ef1c t\u1ebf \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u00e0 c\u00f9ng \u0111\u01b0a ra m\u1ed9t k\u1ebft qu\u1ea3 v\u1edbi \u0111\u1ea1i \u0111a s\u1ed1 ng\u01b0\u1eddi d\u00e2n, h\u1ecd \u0111\u1ec1u c\u00f9ng chung \u00fd ki\u1ebfn n\u00e0y (BBC, 2013). Quan h\u1ec7 c\u00f4ng ch\u00fang (PR) d\u01b0\u1eddng nh\u01b0 c\u0169ng kh\u00f4ng n\u1eb1m trong tr\u01b0\u1eddng h\u1ee3p ngo\u1ea1i l\u1ec7.<\/strong><\/p>\n

Khi b\u00e0n lu\u1eadn v\u1ec1 vi\u1ec7c li\u1ec7u s\u1edf h\u1eefu m\u1ed9t t\u1ea5m b\u1eb1ng PR c\u00f3 th\u1ef1c s\u1ef1 c\u1ea7n thi\u1ebft hay kh\u00f4ng v\u1edbi b\u1ea5t c\u1ee9 ai \u0111ang h\u1ecdc ngh\u1ec1 PR, kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i lo\u1ea1i b\u1ecf vai tr\u00f2 t\u00edch c\u1ef1c c\u1ee7a ng\u00e0nh gi\u00e1o d\u1ee5c trong vi\u1ec7c h\u1ed7 tr\u1ee3 c\u00e1c h\u1ecdc vi\u00ean PR x\u00e2y d\u1ef1ng ki\u1ebfn th\u1ee9c v\u1ec1 l\u0129nh v\u1ef1c n\u00e0y. C\u00e2u n\u00f3i \u201cTr\u00ecnh \u0111\u1ed9 PR l\u00e0 m\u1ed9t s\u1ef1 l\u00e3ng ph\u00ed th\u1eddi gian\u201d \u1edf \u0111\u00e2y h\u00e0m \u00fd \u201cs\u1edf h\u1eefu m\u1ed9t t\u1ea5m b\u1eb1ng t\u1ed1t nghi\u1ec7p trong ng\u00e0nh PR \u1edf c\u00e1c tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c b\u1ea5t c\u1ee9 ai c\u00f3 \u0111\u01b0\u1ee3c t\u1ea5m b\u1eb1ng n\u00e0y \u0111\u1ec1u \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 chuy\u00ean vi\u00ean PR, nh\u01b0ng \u0111i\u1ec1u n\u00e0y kh\u00f4ng \u0111\u1ea3m b\u1ea3o vi\u1ec7c li\u1ec7u h\u1ecd c\u00f3 l\u00e0m vi\u1ec7c t\u00edch c\u1ef1c nh\u01b0 m\u1ed9t chuy\u00ean vi\u00ean PR hay kh\u00f4ng. H\u1ecd c\u1ea7n bi\u1ebft r\u00f5 nh\u1eefng ng\u01b0\u1eddi n\u00ean li\u00ean l\u1ea1c \u0111\u1ec3 c\u00f3 th\u1ec3 ho\u00e0n th\u00e0nh c\u00f4ng vi\u1ec7c c\u1ee7a m\u00ecnh khi m\u00e0 nh\u1eefng \u0111i\u1ec1u h\u1ecd bi\u1ebft l\u00e0 ch\u01b0a \u0111\u1ee7. \u0110\u00e2y l\u00e0 m\u1ed9t h\u00e0m \u00fd ho\u00e0n to\u00e0n ch\u00ednh x\u00e1c, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong kho\u1ea3ng th\u1eddi gian n\u00e0y.<\/p>\n

Tr\u01b0\u1edbc h\u1ebft, khi n\u00f3i \u0111\u1ebfn gi\u00e1o d\u1ee5c, d\u1ec5 d\u00e0ng nh\u1eadn th\u1ea5y r\u1eb1ng c\u00f3 m\u1ed9t s\u1ed1 thay \u0111\u1ed5i trong c\u00e1c cu\u1ed1n s\u00e1ch h\u1ecdc thu\u1eadt ch\u1ee7 y\u1ebfu v\u1ec1 PR (C\u00e1c phi\u00ean b\u1ea3n m\u1edbi h\u01a1n v\u00e0 t\u1eadp san c\u1eadp nh\u1eadt \u0111ang \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n), nh\u01b0ng c\u00e1c t\u1eadp s\u00e1ch n\u00e0y \u00edt nhi\u1ec1u v\u1eabn theo quan \u0111i\u1ec3m ch\u00ednh v\u1ec1 PR \u0111\u01b0\u1ee3c \u0111\u01b0a ra b\u1edfi c\u00e1c huy\u1ec1n tho\u1ea1i trong ng\u00e0nh c\u00f4ng nghi\u1ec7p nh\u01b0 Bernays, Grunig, L\u2019Etang,\u2026v\u00e0 ch\u00fang ta v\u1eabn c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng nh\u1eefng \u0111i\u1ec1u h\u1ecd vi\u1ebft tr\u01b0\u1edbc \u0111\u00e2y v\u00e0o th\u1ef1c ti\u1ec5n. Th\u1ef1c t\u1ebf l\u00e0 ch\u00fang ta v\u1eabn \u0111ang \u1ee9ng d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh truy\u1ec1n th\u00f4ng c\u1ee7a Grunig n\u0103m 1984, ho\u1eb7c \u0111\u1ec1 c\u1eadp \u0111\u1ebfn 5 l\u01b0u \u00fd quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh PR \u1edf m\u1ed9t bu\u1ed5i h\u1ed9i th\u1ea3o PR t\u1ea1i Mexico v\u00e0o n\u0103m 1978 (Baines, Egan, Jefkins, 2003), \u0111i\u1ec1u n\u00e0y \u0111\u01b0a ra m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 m\u00e0 kh\u00e1i ni\u1ec7m PR kh\u00f4ng thay \u0111\u1ed5i nhi\u1ec1u. Ki\u1ebfn th\u1ee9c v\u1ec1 PR c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y trong c\u00e1c cu\u1ed1n s\u00e1ch PR, v\u00ec th\u1ebf c\u00e1c h\u1ecdc vi\u00ean PR \u00edt nhi\u1ec1u c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u qua m\u00e0 kh\u00f4ng ph\u1ea3i \u0111\u0103ng k\u00fd c\u00e1c kh\u00f3a h\u1ecdc \u1edf tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc \u0111\u1ec3 s\u1edf h\u1eefu m\u1ed9t s\u1ed1 b\u1eb1ng c\u1ea5p v\u1ec1 PR. \u00a0H\u01a1n n\u1eefa, khi m\u1ed9t ng\u01b0\u1eddi c\u00f3 h\u01b0\u1edbng l\u00e0m vi\u1ec7c trong ng\u00e0nh PR, anh\/c\u00f4 \u1ea5y c\u00f3 th\u1ec3 \u0111\u0103ng k\u00fd kh\u00f3a h\u1ecdc c\u1ee7a c\u00e1c h\u1ecdc vi\u1ec7n PR online\/offline ho\u1eb7c c\u00e1c t\u1ed5 ch\u1ee9c nh\u01b0 CIPR, PRCA \u0111\u1ec3 h\u1ecdc c\u00e1c k\u1ef9 n\u0103ng PR qua c\u00e1c bu\u1ed5i \u0111\u00e0o t\u1ea1o ho\u1eb7c h\u1ed9i th\u1ea3o, \u0111\u1ebfn cu\u1ed1i kh\u00f3a h\u1ecdc h\u1ecd s\u1ebd kh\u00f4ng ph\u00e1t m\u1ed9t t\u1ea5m b\u1eb1ng PR n\u00e0o c\u1ea3 m\u00e0 cung c\u1ea5p cho h\u1ecdc vi\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng ki\u1ebfn th\u1ee9c v\u1ec1 l\u0129nh v\u1ef1c n\u00e0y.<\/p>\n

Th\u1ee9 hai, tr\u00ean trang web c\u1ee7a c\u00e1c t\u1ed5 ch\u1ee9c nh\u01b0 PRCA (Hi\u1ec7p h\u1ed9i t\u01b0 v\u1ea5n quan h\u1ec7 c\u00f4ng ch\u00fang) ho\u1eb7c PRSSA (H\u1ed9i sinh vi\u00ean quan h\u1ec7 c\u00f4ng ch\u00fang c\u1ee7a Hoa K\u1ef3), c\u00f3 r\u1ea5t nhi\u1ec1u h\u1ed9i ngh\u1ecb, s\u1ef1 ki\u1ec7n \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c h\u00e0ng th\u00e1ng \u0111\u1ec3 c\u00e1c th\u00e0nh vi\u00ean \u0111\u01b0\u1ee3c g\u1eb7p g\u1ee1 v\u00e0 chia s\u1ebb nh\u1eefng hi\u1ec3u bi\u1ebft c\u1ee7a m\u00ecnh trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng tr\u01b0\u1eddng h\u1ebft s\u1ee9c tho\u1ea3i m\u00e1i (PRCA, 2016), ho\u1eb7c li\u00ean k\u1ebft v\u1edbi c\u00e1c th\u00e0nh vi\u00ean kh\u00e1c, ph\u00e1t tri\u1ec3n nh\u1eefng k\u1ef9 n\u0103ng ngh\u1ec1 nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111\u1ed3ng th\u1eddi m\u1edf r\u1ed9ng m\u1ea1ng l\u01b0\u1edbi b\u1ea1n b\u00e8. PRCA th\u1eadm ch\u00ed c\u00f3 m\u1ed9t s\u1ef1 ki\u1ec7n \u0111\u1eb7c bi\u1ec7t \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201ccocktail h\u00e0ng th\u00e1ng\u201d \u0111\u1ec3 gi\u00fap c\u00e1c th\u00e0nh vi\u00ean g\u1eb7p g\u1ee1 v\u00e0 trao \u0111\u1ed5i ki\u1ebfn th\u1ee9c, x\u00e2y d\u1ef1ng m\u1ea1ng l\u01b0\u1edbi cho ri\u00eang m\u00ecnh. B\u1eb1ng c\u00e1ch th\u1ef1c hi\u1ec7n c\u00e1c s\u1ef1 ki\u1ec7n ng\u1eabu nhi\u00ean, c\u00e1c t\u1ed5 ch\u1ee9c n\u00e0y \u0111\u00e3 cho th\u1ea5y \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a m\u1ea1ng l\u01b0\u1edbi trong vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ef1 nghi\u1ec7p PR.<\/p>\n

T\u00f3m l\u1ea1i, c\u00f3 m\u1ed9t n\u1ec1n t\u1ea3ng gi\u00e1o d\u1ee5c \u0111\u1ea1i h\u1ecdc trong ng\u00e0nh PR l\u00e0 m\u1ed9t \u0111i\u1ec1u t\u1ed1t, nh\u01b0ng khi n\u00f3i \u0111\u1ebfn t\u00ednh chuy\u00ean nghi\u1ec7p, kh\u00f4ng \u0111\u01a1n gi\u1ea3n ch\u1ec9 l\u00e0 \u00e1p d\u1ee5ng c\u00e1c ki\u1ebfn th\u1ee9c v\u00e0o th\u1ef1c ti\u1ec5n. \u0110\u1ec3 ho\u00e0n th\u00e0nh c\u00f4ng vi\u1ec7c, c\u00e1c chuy\u00ean vi\u00ean PR \u0111\u1ea7u ti\u00ean ph\u1ea3i bi\u1ebft nh\u1eefng ng\u01b0\u1eddi m\u00e0 h\u1ecd s\u1ebd g\u1eb7p, s\u1ebd thuy\u1ebft ph\u1ee5c, sau \u0111\u00f3 quy\u1ebft \u0111\u1ecbnh c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 ho\u00e0n thi\u1ec7n xu\u1ea5t s\u1eafc c\u00f4ng vi\u1ec7c. Baines, Egan v\u00e0 Jefkins c\u0169ng \u0111\u00e3 vi\u1ebft trong s\u00e1ch c\u1ee7a m\u00ecnh r\u1eb1ng: \u201c\u0110\u01b0a b\u1ea5t k\u1ef3 c\u00e2u chuy\u1ec7n n\u00e0o v\u00e0o m\u1ed7i \u1ea5n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi hy v\u1ecdng m\u01a1 h\u1ed3 r\u1eb1ng n\u00f3 s\u1ebd \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n l\u00e0 m\u1ed9t sai l\u1ea7m. Thay v\u00e0o \u0111\u00f3, nh\u1eefng c\u00e2u chuy\u1ec7n xu\u1ea5t b\u1ea3n \u00edt c\u1ea7n thi\u1ebft nh\u1ea5t ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o nh\u1eefng \u1ea5n ph\u1ea9m m\u00e0 ch\u1eafc ch\u1eafn s\u1ebd in n\u00f3 ra\u201d (2003, p163a) v\u00e0 \u201cvi\u1ec7c ph\u00e1t h\u00e0nh tin t\u1ee9c t\u1ed1t nh\u1ea5t s\u1ebd v\u00f4 d\u1ee5ng n\u1ebfu g\u1eedi \u0111\u1ebfn c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng kh\u00f4ng ph\u00f9 h\u1ee3p\u201d(2003, 183b). V\u00ec v\u1eady, vi\u1ec7c \u201cg\u1eedi cho ai\u201d c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c c\u00e2n nh\u1eafc tr\u01b0\u1edbc. \u0110\u00f3 l\u00e0 \u201cnh\u1eefng quan h\u1ec7\u201d v\u1edbi c\u00f4ng ch\u00fang \u2013 \u0111i\u1ec1u \u0111\u00e1ng quan t\u00e2m ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u1eb1ng c\u1ea5p. T\u00f4i cho r\u1eb1ng \u0111\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao n\u00f3 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 quan h\u1ec7 c\u00f4ng ch\u00fang thay v\u00ec ki\u1ebfn th\u1ee9c c\u00f4ng ch\u00fang.<\/p>\n

Ngu\u1ed3n: blog.westminter<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

  Ng\u00e0y nay trong x\u00e3 h\u1ed9i c\u00f3 r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi tin r\u1eb1ng khi n\u00f3i \u0111\u1ebfn t\u00ednh chuy\u00ean nghi\u1ec7p, “Kh\u00f4ng ph\u1ea3i nh\u1eefng \u0111i\u1ec1u b\u1ea1n bi\u1ebft m\u00e0 l\u00e0 nh\u1eefng ng\u01b0\u1eddi b\u1ea1n bi\u1ebft m\u1edbi \u0111\u00e1ng quan t\u00e2m” (Telegraph, 2013). \u00a0M\u1ed9t v\u00e0i cu\u1ed9c kh\u1ea3o s\u00e1t th\u1ef1c t\u1ebf \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u00e0 c\u00f9ng \u0111\u01b0a ra m\u1ed9t k\u1ebft qu\u1ea3 v\u1edbi \u0111\u1ea1i […]<\/p>\n","protected":false},"author":11744,"featured_media":22730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1760],"tags":[],"_links":{"self":[{"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/posts\/22218"}],"collection":[{"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/users\/11744"}],"replies":[{"embeddable":true,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/comments?post=22218"}],"version-history":[{"count":5,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/posts\/22218\/revisions"}],"predecessor-version":[{"id":22732,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/posts\/22218\/revisions\/22732"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/media\/22730"}],"wp:attachment":[{"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/media?parent=22218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/categories?post=22218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scholarshipplanet.info\/vi\/wp-json\/wp\/v2\/tags?post=22218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}