Ch. 1 Introduction
Ch. 1 Introduction
California Fitness & Yoga at HCMC has just set up a new branch in Binh Duong. As a PR
staff in this company, you must to conduct a PR program.
1. According to you, how many PR program the company needs to set up? What are they?
There are 3 programs the company needs to set up for customers:
First phase: this PR program would be focused on promoting the opening of the new
branch in Bình Dương
- Activities could include a grand opening event with fitness influencers and ambassadors.
- Free trials (ex: 1-month free trial voucher), and other promotional activities.
- Distribute leaflets in suitable areas (companies)
Second phase: offer various types of discounts to attract new members, retain existing
ones, or promote special events.
- Provide detail discount for customers such as sign-up discount; referral discount; long-term
membership discount suitable for each members.
- Organize events or workshops related to heath
2. Choose one aim and then define who are the target publics of this program?
Aim: generate excitement, attract attention, and foster long-lasting relationships with local
customers and stakeholders.
Target publics:
- Binh Duong citizens who care about health and want to keep their body fit
- Especially: young people (this demographic is typically more active on social media, is health-
conscious, and is open to trying new fitness options. They are also in a life stage where they may
have disposable income to invest in fitness memberships.)
- Age: 20 – 40
Discussion Chapter 1
Students listen the video "What is public relations" and then answer the following questions:
1) What are functions of PR?
2) What are employee relations? Media relations? Government relations?
3 What skills PR people need to have?
4) What do community relations specialists do?
5) What PR people do in political campaign?
PR History
1. When was PR born? PR was born in 1800’s
2. Who was the first person that used the term "public relations"? Thomas Jefferson was
the first person that used the term "public relations"?
3. When was PR applied in an organization for the purpose of managing communications
between an organization and the public? PR was applied in an organization for the
purpose of managing communications between an organization and the public in 1897
4. When was the first PR agency established in the world? The first PR agency was
established in the world in 1900
5. What does ICCO mean? ICCO is International Communication Consultancy Organisation
6. What does PR 2.0 mean?
- Predicts that the internet will change public relations.
- Describe how social media has cemented the new approach how it public that.
Which tictac McDonald's used for the communication campaign? Key purpose: sell fast
food products
tính hiếu kỳ đối với hàng ngoại nhập
ở vn fast food thể hiện sự sành điệu
chọn đúng thời điểm
vị trí, ngày khai trương
Publicity: inform for the journalists, the publics
Press agentry: trước khi khai trương gây tò mò, taị sao bây giờ mới bán ở vnam, ai là
người nhượng quyền – meet the media interested in (nhá hàng), lựa người để nhượng
quuyền với mục tiêu phát triển business
Advertising:
Assignment 1: Each student reads Chapter 1 (pp 26-45) in the textbook and then puts
his/her answers for the following:
1) Why do you think PR are confused with ‘marketing’ and ‘advertising’? Do you know
how to distinguish between these functions?
Because these three industries all have a common goal of helping businesses sell goods or
individuals generate income. These three areas apply not only to consumer products but
also to people.
Marketing focuses on creating revenue-generating opportunities by promoting and
selling specific products or services.
PR is different from this as it is concerned with creating and maintaining
Advertising is the communication method used to sell products
2) What are the activities and functions within PR? Why do you think lobbying and
investor relations are considered as highly specialized functions?
Functions within PR:
Internal relations, Publicity, Advertising, Press agentry, Public affairs, Lobbying, Issues
management, Crisis management, Investor relations, Development
Reasons:
- Because lobbying is a discipline within public relations where the general intention of the
activity is to inform and influence public policy and law. ‘Lobbyists' are practitioners who
execute planned and sustained efforts to deliver specific objectives within this broad profile of
activity.
- Moreover, the investor relations (IR) department is a division of a business, usually a public
company, whose job is to provide investors with an accurate account of company affairs. This
helps private and institutional investors make informed decisions on whether to invest in the
company.