Tuần này anh sẽ handle PR Session. Bên dưới là bài tập & nhóm nhé. 1. Liệt kê giúp anh 30 popular PR tactics với định nghĩa cụ thể từng tactic. (30%) 2. Liệt kê những metrics để đánh giá hiệu quả của PR campaign. (25%) 3. Định nghĩa thế nào là PR Stunt. Cho 3 ví dụ. (45%) DS Nhóm: Nhóm 1: Đình Giang + Thiên Vân + Thanh Vy + Văn Hiển Nhóm 2: Hồng Phong + Khánh Thy + Minh Thông + Tường Vy Nhóm 3: Hậu Huỳnh + Trường Liêm + Ngọc Khánh + Đức Hiệp Nhóm 4: Nhật Minh + Thanh Thùy + Thanh An + Ái Lâm + Kỳ Vỹ

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 20.1]
Đức Hiệp + Ngọc Khánh + Phúc Hậu + Trường Liêm

2. 4. FEATURE ARTICLES
500–2,000 words, are
published in magazines, be
credited to an organization.
Discuss technical or
business developments in an
industry, share the results of
research…
Allow companies to
demonstrate their expertise
and professional leadership
1. EDITORIAL
an expression of opinion using
text and images in a
publication to make an article,
feature, story or short piece.
Written by the editor of
newspaper, companies can
not edit the content
2. TESTIMONIAL
Written recommendation from a celebrity or
satisfied consumer affirming the performance,
quality or value of product/service
3. ADVERTORIALS
is a paid-for feature that has
the 'look and feel' of an
editorial.
The article will have the words
'promotion' or 'advertorial' at
the top of the page.
The primary purpose is to
promote products and
services.
5. WEBSITE
Is a digital tool that provides information about
the organization and promote the product or
building brand image.
6. INFLUENCERS/KOLS
Someone who carries influence over others in their
purchasing decisions. Now we’re seeing it’s not just
celebrities, but everyday social media user who
influences others.
30 POPULAR PR TACTICS
Strategy- a plan designed to achieve a particular long term aim
Tactics – it is a skillful device or method used to implement a strategy

3. 10. FORUM SEEDING
Putting seeds on the forums,
on the blog-sphere…with the
aim to spread the client’s
business through word of
mouth, get feedback…
Create a public opinion, a
tendency, even pose a big
influence on consumers’
intention.
7. TV REALITY TELEVISION
A genre of TV program that
documents supposedly
unscripted real-life situations.
Often features an otherwise
unknown cast of individuals
who are typically not
professional actors, although in
some shows celebrities may
participate
8. PRESS RELEASES
are concise, written documents announcing
current, newsworthy topics that are distributed to
print, television, or radio outlets.
9. NEWS FEATURES
when a complete story is reported by the media, which
thoroughly views issues from all angles.
The stories are based on facts and truth and not
rumors and speculations
11. A VIRAL VIDEO
is spread rapidly through online sharing.
Can receive millions of views as they are shared
on social media sites, reposted to blogs, sent in
emails and so on.
30 POPULAR PR TACTICS
12. LEAFLET
a small flat or folded sheet
of printed matter, as an
advertisement or notice,
usually intended for free
distribution

4. 16. SEO/SEM
involves the promotion of websites by increasing their
visibility in search engine results pages (SERPs)
primarily through paid advertising.
13. COVER STORY
A story in a magazine whose subject matter appears on
its front cover
14. SPECIAL COLUMN
A column is a recurring piece or article in a
newspaper or other publication, where a writer
expresses his/her own opinion in few columns
allotted to him by the newspaper organisation
15. TV INFOMERCIAL
A short or regular-length
television program that
combines information
presentation with an
integrated suggestion to
buy a particular product or
service
17. PHOTO ESSAY
a set or series of photos that are made to create
series of emotions in the viewer. A photo essay will
often show pictures in deep emotional stages.
18. SPONSORSHIP
Is directed to public works to develop and promote the
image of the business, attracted the public's goodwill by
putting money into a program/​​event performed by other
organizations .
30 POPULAR PR TACTICS

5. 22. EDITORS' CHOICE
Editors enrich their journal articles by writing a
recommendation illustrating why they have given these
articles exclusivity.
19. PRESS CONFERENCE
A media event in which newsmakers invite journalists to
hear them speak and, most often, ask questions. A joint
press conference instead is held between two or more
talking sides.
20. VIDEO
To communicate messages with emotion through
visuals. Good for town meetings, new employee
education, fundraising projects, special events, etc.
21. SPEAKING ENGAGEMENT
A talking to reach a target audience, establish the
speaker as an expert and build credibility for the
speaker and the hospital.
30 POPULAR PR TACTICS
24. POSTCARDS
Generally are addressed to individuals , usually by
name, include brief message. It may replace other
tactics because it’s possible to obtain a mailing lists
of members of the key publics .
Organizations use it to drive traffic to their websites
23. CATALOG
are books or brochures aimed at consumer
publics, generally with an inventory of items
available for purchase

6. 25. MEMORANDUM/MEMO
a brief written message
addressed to an individuals
or to a group of people.
Memos are good PR vehicle
for communicating with
colleagues, media
gatekeepers or members of
key publics
26. LEETER
A form letter addressed to
individuals. Marketing
letters are direct-mail
pieces sent by businesses
for advertising purposes
30 POPULAR PR TACTICS
27. RADIO
One of the benefits of radio is its mobility – a positive
quality in that it can travel with people
28. NEWSLETTER
To regularly update a variety
of target audiences about
the happenings at company.
Good way to establish and
maintain community support
for the hcompany and
services.
29. IN-HOUSE
MAGAZINE
I
s produced by
organization for its
employees and that
usually deals with subjects
relating to the organization
30. BOOK
When a brand becomes really famous or iconic, they
aim to expand and maintain their brand love, Books
which produced by this brand can be a good tactic for
PR

7. What are the essential metrics to evaluate PR campaign?
Share of voice.
Share of voice is the percentage of media coverage and conversations about your brand, compared
against those of your competitors. By analyzing your share of voice you can gain the necessary insights to
help make more informed ROI evaluations and strategic planning decisions. SOV can be measured by
Quantitative - the number of times your company was mentioned as a % of total industry mentions
Outputs, Outtakes, Outcomes
- Outputs is the total number of stories, articles or mentions in the media, the number of impressions, or the
number of website visitors
- Outtakes are the extent to which the audience understands, comprehends, recalls & retains the
messaging. Analysis of media coverage, online tracking of comments, and feedback & engagement with
audiences, are all ways that PR outtakes can be effectively measured
- Outcomes are the extent to which PR has changed audience awareness, opinion & behaviour. PR
outcomes may be an increase in sales, brand loyalty, and/or changes in public opinion & behaviour

8. Percentage of conversations with one or more key messages.
The PR campaign’s message might be an initiative, campaign, new product or an actual message. But
regardless of how you define “message” track the percentage of items that contain a key message.
Media, blogger, and influencer scoring.
Different campaigns have different goals, so it’s important to assign value for every campaign. Consider the
direct influence on your consumer, reach or circulation, and the ability to drive leads.
Net increase in share of desirable media coverage.
Measure all conversations about your brand, products, or organization and rate them either desirable or
undesirable. How many of the target audience would see the coverage & the quality of these audiences.
Was the coverage positive, negative or neutral?
What are the essential metrics to evaluate PR campaign?

9. A STUNT is something interesting that is done in
order to attract attention and get publicity for the
person or company responsible for it
A PR STUNT (or Publicity stunt) is a planned event by
marketers to gain exposure and public’s attention for
a company, a person or a brand/product. PR stunt
should be able to create talkability
WHAT IS A PR STUNT?
!!! PR stunt may have bad side effects so
you need to manage it !!!

10. HOW TO CREATE A PR STUNT
Tap in censored business
Arouse a controversy
Break the rule
Using influencers
Employ new technology
Leverage marketing message in various channels
Create creditable and meaningful messages
Interact with the audience
Create emotional bonding with brand
Discover an inconvenient truthBEVERAGE
FOR
THOUGHT
Try these

11. UBERMOVE
Place: Ho Chi Minh city
Objective: Promote for Biti’s Hunter, refresh Biti’s to consumers
and build brand love for UBER
Brand:
Time: April Fool’s Day 2016
Description:
Before April Fool’s Day, a clip was aired on Facebook, announcing
that a brand new product with the coperation of Biti’s and Uber
was going to be released, which turned out to be a funny prank.
Specifically, on this day, if the people using Uber service with
hash tag #Ubermove, they would have a chance to receive a
surprising gift from Biti’s, that is a pair of Biti’s Hunter and the
service of papercar. The key message is “let’s make the traffic
less busy, the city greener and your health better by walking with
the super light Biti’s Hunter.
Result:
A lot of people shared the video, which earned over 200k views
on Facebook
Many participate in the campaign and share their gift
Insight:
People are becoming too much dependent on convenient
service such as Uber or Grab, making them lazy and less willing
to walk in a pair of shoes. This is partly because their shoes is
not light enough.
#1

12. WORLD’S TOUGHEST JOB
Place: Online
Objective: Promote Greeting cards for Mother’s Day 2014
Brand:
Time: Mother’s Day 2014
Description: They created a FAKE job with the title “Director
of operations” and post it online and in newspapers and held
a real interview. The requirements are simply brutal with no
rewards such as working 365 days a year and 24/7 without
break or vacation. 24 people inquired and interviewed via
webcam were overwhelmed with emotion to find out the job
was actually MOMs.
Result:
The clip itself gained 26 million views on Youtube
American Greetings' Cardstore’s orders increased by 20%
The campaign won Grand Effie and four Gold awards
A lot of people share the videos and high earned media
Insight:
Most people tend to take Mom’s efforts for granted and are
not very willing to show their love even on Mother’s Day. Thus
when it is illustrated by numbers, in the form of a job, it came
to them as a shock.
#2

13. Samsung might have had an inkling - the
brand paid a reported $20 million to get the
Oscars host to stage the selfie.
The picture, taken by actor Bradley Cooper and
featuring Meryl Streep, Jennifer Lawrence, Brad
Pitt, and Kevin Spacey,
ELLEN’S OSCAR SELFIE
Place: Academy Award 2014
Objective: Promote for Samsung Galaxy Note 3
Brand:
Time: Academy Award 2014
Description:
Result: was retweeted on Tweeter more than 2
million times before the ceremony ended; 32.8
million people saw it, making it the most
retweeted photo in the world
Insight: People just feel excited to see their idols
and celebrities (real-time as they are watching the
live show) having fun doing things like them - selfie
#3

14. Thank you.