{"id":4872,"date":"2023-11-29T16:57:46","date_gmt":"2023-11-29T16:57:46","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=4872"},"modified":"2024-05-24T19:14:49","modified_gmt":"2024-05-24T12:14:49","slug":"truyen-thong-noi-bo-la-gi-ai-la-nguoi-giu-vai-tro-chinh","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/truyen-thong-noi-bo-la-gi-ai-la-nguoi-giu-vai-tro-chinh.html","title":{"rendered":"TRUY\u1ec0N TH\u00d4NG N\u1ed8I B\u1ed8 L\u00c0 G\u00cc? AI L\u00c0 NG\u01af\u1edcI GI\u1eee VAI TR\u00d2 CH\u00cdNH"},"content":{"rendered":"

Th\u1eadt \u0111\u00e1ng kinh ng\u1ea1c khi c\u00f3 nh\u1eefng c\u00f4ng ty ngo\u00e0i kia v\u1eabn \u0111\u00e1nh gi\u00e1 th\u1ea5p ho\u1eb7c b\u1ecf b\u00ea truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 trong khi \u0111\u00e2y th\u1ef1c s\u1ef1 l\u00e0 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng c\u1ee7a m\u1ed7i doanh nghi\u1ec7p.<\/em><\/p>\n

Nh\u00e2n vi\u00ean th\u00ec t\u1ee5m n\u0103m t\u1ee5m ba n\u00f3i x\u1ea5u s\u1ebfp, c\u00f2n s\u1ebfp th\u00ec lu\u00f4n ph\u1ea3i gi\u1ea3i quy\u1ebft h\u1ebft m\u00e2u thu\u1eabn n\u00e0y \u0111\u1ebfn kh\u00fac m\u1eafc kh\u00e1c, lu\u00f4n mi\u1ec7ng cho r\u1eb1ng anh em kh\u00f4ng hi\u1ec3u m\u00ecnh.<\/p>\n

Ch\u00fang ta \u0111\u1ec1u bi\u1ebft r\u1ea5t r\u00f5 r\u00e0ng truy\u1ec1n th\u00f4ng l\u00e0 c\u00f4ng c\u1ee5 quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p ti\u1ebfp c\u1eadn v\u00e0 gi\u1eef \u0111\u01b0\u1ee3c m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi kh\u00e1ch h\u00e0ng. Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 c\u0169ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u1eady: n\u1ebfu truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 t\u1ed1t, doanh nghi\u1ec7p c\u00f3 th\u1ec3 g\u1eafn k\u1ebft nh\u00e2n vi\u00ean trong c\u00f4ng ty m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. Khi s\u1edf h\u1eefu m\u1ed9t b\u1ed9 m\u00e1y nh\u00e2n s\u1ef1 v\u1eeba c\u00f3 n\u0103ng l\u1ef1c l\u1ea1i g\u1eafn k\u1ebft, kh\u00f4ng c\u00f3 g\u00ec l\u00e0 doanh nghi\u1ec7p n\u00e0y kh\u00f4ng th\u1ec3!<\/p>\n

1. Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 g\u00ec?<\/strong><\/h2>\n

a. Kh\u00e1i ni\u1ec7m<\/strong><\/h3>\n

N\u1ebfu nh\u01b0 n\u00f3i doanh nghi\u1ec7p l\u00e0 m\u1ed9t c\u01a1 th\u1ec3, th\u00ec truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 gi\u1ed1ng nh\u01b0 m\u1ed9t m\u1ea1ch m\u00e1u. Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 v\u1ec1 b\u1ea3n ch\u1ea5t ch\u00ednh l\u00e0 vi\u1ec7c doanh nghi\u1ec7p \u0111\u01b0a c\u00e1c n\u1ed9i dung v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ea7n thi\u1ebft \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng nh\u00e2n vi\u00ean v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m, m\u00e0 \u1edf \u0111\u00e2y n\u1ed9i dung ch\u00ednh l\u00e0 c\u00e1c t\u1ea7m nh\u00ecn, s\u1ee9 m\u1ec7nh, gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i; v\u1edbi m\u1ee5c ti\u00eau \u0111\u1ecbnh h\u00ecnh, th\u1eaft ch\u1eb7t v\u00e0 lan t\u1ecfa v\u0103n h\u00f3a doanh nghi\u1ec7p.<\/p>\n

V\u1edbi \u0111\u1ecbnh ngh\u0129a n\u00e0y, c\u00f3 th\u1ec3 th\u1ea5y m\u1ed9t b\u1ed9 ph\u1eadn c\u1ed1t y\u1ebfu c\u1ee7a truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ch\u00ednh l\u00e0 n\u1ed9i dung m\u00e0 doanh nghi\u1ec7p chia s\u1ebb. K\u00eanh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 “\u0111i\u1ec3m ch\u1ea1m” gi\u1eefa doanh nghi\u1ec7p v\u1edbi \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean, v\u00e0 ph\u1ea3i ph\u1ee5c v\u1ee5 cho vi\u1ec7c chia s\u1ebb c\u00e1c th\u00f4ng tin h\u01b0\u1edbng v\u1ec1 v\u0103n h\u00f3a doanh nghi\u1ec7p. \u0110i\u1ec1u n\u00e0y \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh r\u00f5 m\u1ee5c \u0111\u00edch ch\u00ednh c\u1ee7a m\u1ed9t k\u00eanh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9, thay v\u00ec c\u1ed1 g\u1eafng l\u1eabn l\u1ed9n n\u00f3 v\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng kh\u00e1c trong doanh nghi\u1ec7p nh\u01b0 l\u00ean k\u1ebf ho\u1ea1ch c\u00f4ng vi\u1ec7c, trao \u0111\u1ed5i th\u00f4ng tin, qu\u1ea3n l\u00fd nh\u00e2n vi\u00ean,…<\/p>\n

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K\u00eanh truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 “\u0111i\u1ec3m ch\u1ea1m” gi\u1eefa doanh nghi\u1ec7p v\u1edbi \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean, v\u00e0 ph\u1ea3i ph\u1ee5c v\u1ee5 cho vi\u1ec7c chia s\u1ebb c\u00e1c th\u00f4ng tin h\u01b0\u1edbng v\u1ec1 v\u0103n h\u00f3a doanh nghi\u1ec7p.<\/p>\n

b. Nh\u1eefng hi\u1ec3u l\u1ea7m th\u01b0\u1eddng g\u1eb7p v\u1ec1 truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/strong><\/p>\n

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  • Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 v\u0103n h\u00f3a doanh nghi\u1ec7p<\/strong><\/li>\n<\/ul>\n

    Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 v\u00e0\u00a0v\u0103n h\u00f3a doanh nghi\u1ec7p<\/strong>\u00a0l\u00e0 hai m\u1ea3ng ho\u00e0n to\u00e0n kh\u00e1c nhau. V\u0103n h\u00f3a doanh nghi\u1ec7p l\u00e0 tinh hoa, t\u00e0i s\u1ea3n, v\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a doanh nghi\u1ec7p. Nh\u00e2n vi\u00ean doanh nghi\u1ec7p ch\u00ednh l\u00e0 nh\u1eefng c\u00e1 nh\u00e2n n\u1eafm gi\u1eef v\u00e0 th\u1ec3 hi\u1ec7n nh\u1eefng \u0111i\u1ec1u \u0111\u00f3. Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ch\u1ec9 l\u00e0 c\u00f4ng t\u00e1c \u0111em v\u0103n h\u00f3a doanh nghi\u1ec7p \u0111\u1ebfn v\u1edbi nh\u00e2n vi\u00ean, h\u1ed7 tr\u1ee3 nh\u00e2n vi\u00ean duy tr\u00ec n\u00f3, ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 ngu\u1ed3n g\u1ed1c h\u00ecnh th\u00e0nh v\u0103n h\u00f3a doanh nghi\u1ec7p.<\/p>\n

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    • Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 v\u00e0 PR in-house l\u00e0 m\u1ed9t<\/strong><\/li>\n<\/ul>\n

      PR in-house \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u1ed9i ng\u0169 PR c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, doanh nghi\u1ec7p c\u1ee5 th\u1ec3. C\u0169ng gi\u1ed1ng nh\u01b0 l\u00e0 phi\u00ean d\u1ecbch in-house hay marketing in-house v\u1eady. PR in-house ch\u1ee7 y\u1ebfu d\u00f9ng \u0111\u1ec3 ph\u00e2n bi\u1ec7t \u0111\u1ed9i ng\u0169 PR trong doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u01a1n v\u1ecb PR t\u01b0 nh\u00e2n b\u00ean ngo\u00e0i. V\u00e0 truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a PR in-house.<\/p>\n

      \"\"<\/p>\n

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      • L\u1eabn l\u1ed9n gi\u1eefa ho\u1ea1t \u0111\u1ed9ng qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1 v\u1edbi truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/strong><\/li>\n<\/ul>\n

        C\u00f4ng t\u00e1c truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u01b0 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng trong doanh nghi\u1ec7p \u0111\u1ec3 t\u1ea1o s\u1ef1 g\u1eafn k\u1ebft gi\u1eefa nh\u00e2n vi\u00ean, t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n n\u1ed9i b\u1ed9, bi\u00ean t\u1eadp v\u00e0 xu\u1ea5t b\u1ea3n \u1ea5n ph\u1ea9m l\u01b0u h\u00e0nh n\u1ed9i b\u1ed9,… C\u00f2n c\u00f4ng t\u00e1c qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1 l\u1ea1i bao g\u1ed3m tuy\u1ec3n d\u1ee5ng, qu\u1ea3n l\u00fd d\u1eef li\u1ec7u \u1ee9ng vi\u00ean v\u00e0 nh\u00e2n vi\u00ean, t\u1ed5 ch\u1ee9c v\u00e0 qu\u1ea3n l\u00fd c\u00e1c kh\u00f3a \u0111\u00e0o t\u1ea1o, qu\u1ea3n l\u00fd v\u0103n ph\u00f2ng ph\u1ea9m,…<\/p>\n

        Nh\u00ecn chung, n\u1ebfu qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1 l\u00e0 ho\u1ea1t \u0111\u1ed9ng chi\u00eau m\u1ed9 v\u00e0 qu\u1ea3n l\u00fd nh\u00e2n vi\u00ean cho doanh nghi\u1ec7p, th\u00ec truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 s\u1ebd l\u00e0m c\u00f4ng vi\u1ec7c truy\u1ec1n t\u1ea3i th\u00f4ng tin v\u00e0 g\u1eafn k\u1ebft nh\u1eefng nh\u00e2n vi\u00ean \u0111\u00f3.<\/p>\n

          \n
        • Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ch\u1eb3ng l\u00e0m g\u00ec kh\u00e1c ngo\u00e0i t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n hay v\u0103n ngh\u1ec7 cho nh\u00e2n vi\u00ean<\/strong><\/li>\n<\/ul>\n

          Nh\u01b0 \u0111\u00e3 gi\u1ea3i th\u00edch \u1edf tr\u00ean, t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n hay v\u0103n ngh\u1ec7 ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n c\u00f4ng vi\u1ec7c m\u00e0 th\u00f4i. B\u1edfi v\u1eady, \u0111\u1eebng \u0111\u01b0a ra y\u00eau c\u1ea7u ph\u1ea3i bi\u1ebft ca h\u00e1t, d\u1eabn ch\u01b0\u01a1ng tr\u00ecnh, hay nh\u1ea3y m\u00faa trong m\u00f4 t\u1ea3 c\u00f4ng vi\u1ec7c c\u1ee7a nh\u00e2n vi\u00ean truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9. Thay v\u00e0o \u0111\u00f3, nh\u1eefng k\u1ef9 n\u0103ng nh\u01b0 giao ti\u1ebfp hay t\u1ea1o l\u1eadp m\u1ed1i quan h\u1ec7 s\u1ebd ph\u00f9 h\u1ee3p h\u01a1n r\u1ea5t nhi\u1ec1u<\/p>\n

          2. Vai tr\u00f2 c\u1ee7a truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9<\/strong><\/h2>\n

          a. C\u1ee7ng c\u1ed1 t\u1ea7m nh\u00ecn, gi\u00e1 tr\u1ecb v\u00e0 v\u0103n h\u00f3a c\u1ee7a t\u1ed5 ch\u1ee9c cho nh\u00e2n vi\u00ean<\/strong><\/h4>\n

          Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 c\u1ee7ng c\u1ed1 t\u1ea7m nh\u00ecn, gi\u00e1 tr\u1ecb v\u00e0\u00a0v\u0103n h\u00f3a c\u1ee7a t\u1ed5\u00a0<\/strong>ch\u1ee9c cho nh\u00e2n vi\u00ean, t\u1eeb \u0111\u00f3 nh\u00e2n vi\u00ean c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c truy\u1ec1n t\u1ea3i n\u00f3 \u1edf trong n\u1ed9i b\u1ed9 v\u00e0 ra b\u00ean ngo\u00e0i.<\/p>\n

          Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 b\u00e1m s\u00e1t c\u00e1c\u00a0ho\u1ea1t \u0111\u1ed9ng s\u1ea3n xu\u1ea5t kinh doanh c\u1ee7a doanh nghi\u1ec7p,<\/strong>\u00a0t\u1ea1o ra c\u00e1c k\u00eanh th\u00f4ng tin gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u \u0111\u01b0\u1ee3c t\u00ecnh h\u00ecnh c\u1ee7a \u0111\u01a1n v\u1ecb m\u00ecnh, m\u1edf ra c\u00e1c k\u00eanh trao \u0111\u1ed5i th\u00f4ng tin gi\u1eefa nh\u00e2n vi\u00ean c\u1ea5p d\u01b0\u1edbi v\u00e0 c\u00e1n b\u1ed9 qu\u1ea3n l\u00fd.<\/p>\n

          \"\"<\/p>\n

          b. M\u1ecdi th\u00f4ng tin trao \u0111\u1ed5i \u0111\u01b0\u1ee3c minh b\u1ea1ch, r\u00f5 r\u00e0ng v\u00e0 \u0111a chi\u1ec1u<\/strong><\/p>\n

          Nh\u1edd \u0111\u01b0\u1ee3c cung c\u1ea5p th\u00f4ng tin \u0111\u1ea7y \u0111\u1ee7, ch\u00ednh x\u00e1c, m\u1ed7i nh\u00e2n vi\u00ean s\u1ebd n\u1eafm r\u00f5 m\u1ee5c ti\u00eau, nhi\u1ec7m v\u1ee5 c\u1ee7a m\u00ecnh, m\u00ecnh c\u1ea7n l\u00e0m g\u00ec v\u00e0 ch\u1ee7 \u0111\u1ed9ng h\u01a1n trong c\u00f4ng vi\u1ec7c c\u1ee7a ch\u00ednh m\u00ecnh. B\u00ean c\u1ea1nh \u0111\u00f3, v\u1edbi c\u00e1c k\u00eanh th\u00f4ng tin c\u00f4ng khai, r\u00f5 r\u00e0ng, th\u1ed1ng nh\u1ea5t trong n\u1ed9i b\u1ed9 \u0111\u01a1n v\u1ecb, c\u00e1c ph\u00f2ng ban s\u1ebd ph\u1ed1i h\u1ee3p nh\u1ecbp nh\u00e0ng h\u01a1n, gi\u1ea3m b\u1edbt t\u00ecnh tr\u1ea1ng ch\u1ed3ng ch\u00e9o c\u00f4ng vi\u1ec7c, gi\u1ea3m m\u00e2u thu\u1eabn n\u1ed9i b\u1ed9.<\/p>\n

          Th\u00f4ng qua truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9, th\u00f4ng tin s\u1ebd \u0111\u01b0\u1ee3c lan t\u1ecfa t\u1eeb tr\u00ean xu\u1ed1ng d\u01b0\u1edbi, t\u1eeb d\u01b0\u1edbi l\u00ean tr\u00ean v\u00e0 truy\u1ec1n ngang gi\u1eefa c\u00e1c b\u1ed9 ph\u1eadn, g\u00f3p ph\u1ea7n li\u00ean k\u1ebft c\u00e1c b\u1ed9 ph\u1eadn; th\u00fac \u0111\u1ea9y ph\u00e1t tri\u1ec3n nh\u1eefng gi\u00e1 tr\u1ecb t\u00edch c\u1ef1c; l\u00e0m gi\u1ea3m b\u1edbt nh\u1eefng ti\u00eau c\u1ef1c, t\u01b0 t\u01b0\u1edfng l\u1ed1i m\u00f2n v\u00e0 c\u00e1c th\u00f4ng tin ch\u01b0a r\u00f5 r\u00e0ng.<\/p>\n

          c. \u0110o\u00e0n k\u1ebft l\u00e0 s\u1ee9c m\u1ea1nh<\/strong><\/h4>\n

          S\u1ef1 th\u1ed1ng nh\u1ea5t n\u1ed9i b\u1ed9 l\u00e0 y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i l\u00e0m n\u00ean s\u1ee9c m\u1ea1nh t\u1eadp th\u1ec3. M\u1ed9t t\u1eadp th\u1ec3 m\u1ea1nh l\u00e0 ch\u01b0a h\u1eb3n \u0111\u00e3 to\u00e0n ng\u01b0\u1eddi m\u1ea1nh, nh\u01b0ng ch\u1eafc ch\u1eafn c\u00f3 s\u1ef1 g\u1eafn b\u00f3 \u0111o\u00e0n k\u1ebft ch\u1eb7t ch\u1ebd. \u0110\u1ec3 m\u1ecdi ng\u01b0\u1eddi nh\u00ecn th\u1ea5y m\u1ee5c ti\u00eau chung ch\u00ednh l\u00e0 ch\u1ec9 ra cho h\u1ecd s\u1ee3i d\u00e2y g\u1eafn k\u1ebft, \u0111\u1ec3 t\u1ea5t c\u1ea3 c\u00f9ng c\u00f3 l\u1ee3i v\u00e0 ngh\u0129 \u0111\u1ebfn c\u00e1i chung. M\u00e0 \u0111i\u1ec1u ki\u1ec7n \u0111\u1ec3 t\u1ea1o ra s\u1ef1 \u0111o\u00e0n k\u1ebft ch\u00ednh l\u00e0 s\u1ef1 th\u1ea5u hi\u1ec3u – m\u1ed9t nhi\u1ec7m v\u1ee5 c\u1ee7a c\u00f4ng t\u00e1c truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9.<\/p>\n

          C\u00f3 th\u1ec3 n\u00f3i l\u1ee3i \u00edch c\u1ee7a truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ch\u00ednh l\u00e0 l\u00e0m n\u00ean s\u1ee9c m\u1ea1nh t\u1eadp th\u1ec3.<\/p>\n

          \"\"<\/p>\n

          d.\u00a0Thu h\u00fat nh\u00e2n t\u00e0i, gi\u1eef ch\u00e2n ng\u01b0\u1eddi t\u1ed1t<\/strong><\/h4>\n

          Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 t\u1ed1t s\u1ebd khi\u1ebfn c\u00e1c th\u00e0nh vi\u00ean y\u00eau qu\u00fd c\u00f4ng ty, h\u1ecd s\u1ebd l\u00e0m vi\u1ec7c h\u0103ng say, ch\u1ee7 \u0111\u1ed9ng h\u01a1n. Thay v\u00ec nh\u1eefng l\u1eddi b\u00e0n t\u00e1n ti\u1ebfng x\u1ea5u ra v\u00e0o, ng\u01b0\u1eddi l\u00e3nh \u0111\u1ea1o th\u00f4ng th\u00e1i l\u00e0 ng\u01b0\u1eddi bi\u1ebft c\u00e1ch truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9, bi\u1ebfn ch\u00ednh \u201cng\u01b0\u1eddi nh\u00e0\u201d th\u00e0nh nh\u1eefng nh\u00e0 PR, \u0111\u1ec3 h\u1ecd nh\u1eafc v\u1ec1 n\u01a1i m\u00ecnh l\u00e0m v\u1edbi m\u1ed9t ni\u1ec1m t\u1ef1 h\u00e0o th\u00edch th\u00fa. B\u1edfi v\u1eady c\u00f3 nh\u1eefng c\u00f4ng ty l\u01b0\u01a1ng cao m\u00e0 nh\u00e2n vi\u00ean v\u1eabn b\u1ecf \u0111\u1ebfn n\u01a1i tuy l\u01b0\u01a1ng th\u1ea5p h\u01a1n nh\u01b0ng cho h\u1ecd tinh th\u1ea7n l\u00e0m vi\u1ec7c tho\u1ea3i m\u00e1i, c\u1ea3m gi\u00e1c \u0111\u01b0\u1ee3c tr\u00e2n tr\u1ecdng kh\u00f4ng c\u00f2n l\u00e0 \u0111i\u1ec1u qu\u00e1 ng\u1ea1c nhi\u00ean.<\/p>\n

          Song song v\u1edbi vi\u1ec7c truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9, nh\u1eefng v\u0103n h\u00f3a n\u1ed9i b\u1ed9 t\u1ed1t \u0111\u1eb9p x\u00e2y d\u1ef1ng l\u00ean trong m\u1eaft ng\u01b0\u1eddi trong v\u00e0 ngo\u00e0i. T\u1ea5t nhi\u00ean m\u1ed9t m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c l\u00fd t\u01b0\u1edfng s\u1ebd thu h\u00fat nh\u1eefng nh\u00e2n l\u1ef1c, nh\u01b0 v\u1eady m\u1ed9t l\u1ee3i \u00edch kh\u00e1c c\u1ee7a truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 th\u00fac \u0111\u1ea9y tuy\u1ec3n d\u1ee5ng.<\/p>\n

          3. Truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a ph\u00f2ng PR hay ph\u00f2ng Nh\u00e2n s\u1ef1?<\/strong><\/h2>\n

          Ai m\u1edbi nh\u00e0 ng\u01b0\u1eddi gi\u1eef tr\u00e1ch nhi\u1ec7m truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 trong doanh nghi\u1ec7p b\u1ea1n?\u00a0Ph\u00f2ng nh\u00e2n s\u1ef1<\/strong>\u00a0hay ph\u00f2ng PR? \u0110\u00e2y v\u1eabn l\u00e0 m\u1ed9t trong nh\u1eefng c\u00e2u h\u1ecfi g\u00e2y nhi\u1ec1u tranh c\u00e3i v\u00ec m\u1ed7i ph\u00f2ng \u0111\u1ec1u c\u00f3 nh\u1eefng c\u00f4ng vi\u1ec7c v\u00e0 \u0111\u1eb7c th\u00f9 ri\u00eang c\u00f3 li\u00ean quan \u0111\u1ebfn truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9.<\/p>\n

          Ph\u00f2ng PR th\u00ec c\u00f3 chuy\u00ean m\u00f4n v\u1ec1 truy\u1ec1n th\u00f4ng v\u00e0 bi\u1ebft c\u00e1ch \u0111\u1ec3 th\u00fac \u0111\u1ea9y c\u00f4ng t\u00e1c truy\u1ec1n th\u00f4ng \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao nh\u1ea5t. Nh\u01b0ng ph\u00f2ng nh\u00e2n s\u1ef1 l\u1ea1i l\u00e0 n\u01a1i tr\u1ef1c ti\u1ebfp qu\u1ea3n l\u00fd t\u1ea5t c\u1ea3 c\u00e1c nh\u00e2n vi\u00ean, n\u1eafm \u0111\u01b0\u1ee3c c\u1ea3m x\u00fac, nhu c\u1ea7u c\u1ee7a nh\u00e2n vi\u00ean trong doanh nghi\u1ec7p. V\u1eady tr\u00e1ch nhi\u1ec7m truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 s\u1ebd thu\u1ed9c v\u1ec1 b\u00ean n\u00e0o?<\/p>\n

          \"\"<\/p>\n

          R\u1ea5t may l\u00e0 s\u1ef1 tranh c\u00e3i n\u00e0y \u0111\u00e3 c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi. Theo nh\u01b0 k\u1ebft qu\u1ea3 cu\u1ed9c kh\u1ea3o s\u00e1t tr\u00ean 1000 nh\u00e2n vi\u00ean truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 v\u00e0 \u0111\u1ed1i ngo\u1ea1i \u0111\u01b0\u1ee3c \u0111\u0103ng tr\u00ean t\u1ea1p ch\u00ed qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1 c\u1ee7a doanh nghi\u1ec7p Karina & Box t\u1ea1i Anh, 53% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi tr\u1ea3 l\u1eddi r\u1eb1ng truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 lu\u00f4n l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a c\u00f4ng t\u00e1c qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1 v\u00e0 chi\u1ebfn d\u1ecbch nh\u00e2n s\u1ef1.<\/p>\n

          \u0110i\u1ec1u n\u00e0y c\u0169ng \u0111\u00fang th\u00f4i, v\u00ec x\u00e9t cho c\u00f9ng, c\u00f4ng t\u00e1c qu\u1ea3n l\u00fd nh\u00e2n s\u1ef1 v\u1eabn l\u1ea5y nh\u00e2n vi\u00ean l\u00e0m trung t\u00e2m. C\u00f2n \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 v\u1edbi nh\u1eefng ai xu\u1ea5t th\u00e2n trong ng\u00e0nh, \u0111\u00f4i khi l\u1ea1i r\u1ea5t l\u1ea1 l\u1eabm v\u1edbi ti\u1ebfng n\u00f3i c\u1ee7a nh\u00e2n s\u1ef1 v\u00e0 h\u00e0nh \u0111\u1ed9ng trong t\u1ed5 ch\u1ee9c.<\/p>\n

          \u0110\u1ec3 c\u00f3 th\u1ec3 l\u00e0m t\u1ed1t c\u00f4ng t\u00e1c truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9, cho d\u00f9 doanh nghi\u1ec7p c\u00f3 ch\u1ecdn c\u00e1ch n\u00e0o \u0111i ch\u0103ng n\u1eefa th\u00ec c\u0169ng n\u00ean ch\u1ecdn ra m\u1ed9t nh\u00e2n vi\u00ean chuy\u00ean v\u1ec1 l\u0129nh v\u1ef1c n\u00e0y. Nh\u00e2n vi\u00ean n\u00e0y c\u1ea7n ph\u1ea3i hi\u1ec3u r\u00f5 c\u00e1c v\u1ea5n \u0111\u1ec1 n\u1ed9i b\u1ed9 trong ch\u00ednh doanh nghi\u1ec7p v\u00e0 ph\u1ea3i s\u1edf h\u1eefu t\u1ea7m \u1ea3nh h\u01b0\u1edfng nh\u1ea5t \u0111\u1ecbnh t\u1edbi c\u00e1c nh\u00e2n vi\u00ean kh\u00e1c, \u0111\u1ec3 h\u1ecd c\u00f3 th\u1ec3 \u0111\u00f3ng g\u00f3p v\u00e0o qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a to\u00e0n b\u1ed9 doanh nghi\u1ec7p ngay t\u1eeb \u0111\u1ea7u.<\/p>\n

          4.\u00a0M\u1ed9t ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 c\u1ea7n \u0111\u1eb7c \u0111i\u1ec3m g\u00ec?<\/strong><\/h3>\n

          Ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 kh\u00f4ng ph\u1ea3i l\u00e0 c\u00f4ng c\u1ee5 c\u1ee7a ng\u01b0\u1eddi qu\u1ea3n l\u00fd \u0111\u1ec3 \u0111i \u0111\u00e0n \u00e1p t\u00e2m tr\u00ed, chi\u00eau tr\u00f2 t\u00e2m l\u00fd, m\u1ee5 m\u1ecb nh\u00e2n vi\u00ean. H\u1ecd c\u0169ng kh\u00f4ng ph\u1ea3i l\u00e0 Ban ch\u1ea5p h\u00e0nh c\u00f4ng \u0111o\u00e0n \u0111\u1ea5u tranh b\u1ea3o v\u1ec7 quy\u1ec1n l\u1ee3i nh\u00e2n vi\u00ean. H\u1ecd l\u00e0 ng\u01b0\u1eddi trung gian gi\u00fap cho c\u00e1c b\u00ean hi\u1ec3u nhau, h\u01b0\u1edbng v\u1ec1 m\u1ed9t l\u1ef1a ch\u1ecdn h\u00e0i h\u00f2a nh\u1ea5t.<\/p>\n

          Ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 n\u00f3i cho c\u00f9ng v\u1eabn xoay quanh T\u00e2m – T\u00ecnh con ng\u01b0\u1eddi. Do \u0111\u00f3, c\u00f3 2 k\u1ef9 n\u0103ng quan tr\u1ecdng nh\u1ea5t c\u1ea7n c\u00f3 trong truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 ch\u00ednh l\u00e0: K\u1ef9 n\u0103ng l\u1eafng nghe nguy\u1ec7n v\u1ecdng v\u00e0 k\u1ef9 n\u0103ng \u201ct\u00e2m truy\u1ec1n th\u00f4ng\u201d.<\/p>\n

            \n
          • K\u1ef9 n\u0103ng l\u1eafng nghe nguy\u1ec7n v\u1ecdng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec3 hi\u1ec3u tr\u1ecdn \u0111\u01b0\u1ee3c nguy\u1ec7n v\u1ecdng c\u1ee7a h\u1ecd, t\u1eeb \u0111\u00f3 m\u1edbi c\u00f3 th\u1ec3 d\u00e0n x\u1ebfp tho\u1ea3 \u0111\u00e1ng theo \u0111i\u1ec1u ki\u1ec7n c\u1ee7a c\u00f4ng ty. Khi con ng\u01b0\u1eddi \u0111\u00e3 hi\u1ec3u nhau, s\u1ef1 tin t\u01b0\u1edfng s\u1ebd xu\u1ea5t hi\u1ec7n, khi \u0111\u00f3 m\u1ecdi v\u1ea5n \u0111\u1ec1 d\u1ec5 \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft.<\/li>\n
          • K\u1ef9 n\u0103ng \u201ct\u00e2m truy\u1ec1n th\u00f4ng\u201d c\u1ee7a ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 l\u00e0 k\u1ef9 n\u0103ng giao ti\u1ebfp ch\u00e2n th\u00e0nh, t\u00f4n tr\u1ecdng nhau, c\u00f3 c\u00e1i t\u00e2m, tr\u00e1ch nhi\u1ec7m v\u1edbi l\u1eddi n\u00f3i, c\u00e1ch h\u00e0nh x\u1eed, \u0111\u1ee9ng \u0111\u1eafn v\u00e0 minh b\u1ea1ch.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

            Th\u1eadt \u0111\u00e1ng kinh ng\u1ea1c khi c\u00f3 nh\u1eefng c\u00f4ng ty ngo\u00e0i kia v\u1eabn \u0111\u00e1nh gi\u00e1 th\u1ea5p ho\u1eb7c b\u1ecf b\u00ea truy\u1ec1n th\u00f4ng n\u1ed9i b\u1ed9 trong khi \u0111\u00e2y th\u1ef1c s\u1ef1 l\u00e0 v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng c\u1ee7a m\u1ed7i doanh nghi\u1ec7p. Nh\u00e2n vi\u00ean th\u00ec t\u1ee5m n\u0103m t\u1ee5m ba n\u00f3i x\u1ea5u s\u1ebfp, c\u00f2n s\u1ebfp th\u00ec lu\u00f4n ph\u1ea3i gi\u1ea3i quy\u1ebft h\u1ebft m\u00e2u […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[215],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4872"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=4872"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4872\/revisions"}],"predecessor-version":[{"id":71639,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4872\/revisions\/71639"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=4872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=4872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=4872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}