Uber Proves Master of Stunt Marketing

For several months, Uber has been running Uber VIP in New York City, a
premium version of its service available only to people who have used Uber 100 or
more times. Perks include exclusive access to the highest-rated Uber drivers,
according to one Uber VIP user who requested anonymity because he was not
authorized to speak publicly about the issue.
The success of these two vastly different campaigns illustrates just how adept
Ubers marketing is. One was a publicity stunt that used kittens to reach non-users.
The other was a secret program that made Ubers most frequent customers feel part
of an exclusive club. And both tactics are important considering Uber is engaged in
a perpetual public relations battle against cities wary of its service.
Many major U.S. cities have regulatory hurdles that prevent Uber from operating
within their borders. And while Uber has started to engage in some good oldfashioned government lobbying, its primary means of combating municipal
doubters is to stage outlandish, yet effective, marketing stunts. By endearing itself
to existing and prospective customers, Uber thinks it can, it turn, exert pressure on
local governments.
If Uber was to all of a sudden be pulled out of the market tomorrow, people would
complain en masse because Uber has made itself into a very likeable company,
Ian Schafer, CEO at digital and social agency Deep Focus, told Digiday.
The latest, and most adorable, of these marketing stunts went down last week when
Uber partnered with cat-centric humor juggernaut Cheezburger to deliver kittens to
customers doorsteps. For $20, customers lucky enough to hail a car got to
celebrate National Cat Day by cuddling with kittens for 15 minutes. (Schafer called
it a real-life version of native advertising.)
At a high level, were really good at connecting people with high-quality, stylish
rides within minutes, Uber spokesman Andrew Noyes said. So the skys the limit
as far what you can deliver, and weve had some fun with it.

Uber promoted its July 4 launch in the Hamptons by offering helicopter rides to
East Hampton for $3,000. Uber has also let people use its app to hail ice cream
trucks in 33 cities around the world. In September, Uber started picking up San
Francisco users in Deloreans. On Valentines Day, Uber delivered roses and
personalized cards for $150. Uber has even agreed to give free rides to all members
of the NFL Players Association.
These campaigns mostly appeal to people familiar with the service, though. When
trying to infiltrate a market that it has been locked out of, Ubers strategy has been
to give away its service for free that is, at a loss as a kind of grassroots
marketing campaign.
Uber is currently not allowed to run its business in Calgary, Alberta, for instance.
So instead of trying to make money there, it gave away free rides to anyone who
was willing to make a $5 donation to The Calgary Foundation. The promotion
lasted for five days in October and raised thousands, Noyes said, suggesting the
service logged several hundred rides.
Uber ran a similar program in Austin, Texas, during SXSW earlier this year when it
recruited Austinians to use their personal cars as taxis. Uber paid the drivers an
hourly rate, and users got to ride for free.
The hope is that these programs will make inhabitants of certain cities so enamored
of Uber that their municipal leaders will embrace the service.
We do face regulatory hurdles in cities that we want to be in and cities where
consumers are hungry for transportation alternatives, Noyes said. We believe
ultimately that consumers will not be denied and better transportation enabled by
technology will prevail.

Uber launches first major campaign as it looks to widen appeal beyond nights
out
Car-sharing app Uber is hoping to shake off perceptions of the service as the
saviour of a night to show how it can be used for commuting, travelling to the
aiport or heading to the shops with its first big above-the-line campaign.
The companys Get there with Uber campaign, created by BBH, features six
different creatives of real drivers and riders, as opposed to actors, to show how
customers and employees really use the app. The riders and drivers were
photographed and interviewed and aim to inspire potential customers and
employees through their real stories and experiences of using Uber.
The ads will be rolled out through traditional radio and out of home advertising.
Were usually known as a saviour to your night out, Ubers UK marketing and
business development lead, Rachael Pettit, told Marketing Week. Yet there are so
many other reasons to use Uber. We really do connect you with your city, shops,
work and airport.
In the past Uber has said it wants to get better at telling its story and Pettit
believes now is the right time to start following what she describes as a big brand
refresh in February, which changed the way it portrayed its image to society. That
saw Uber update its logo and apps to make it easier to add products to its portfolio.
For example, it has already moved into food delivery.
The campaign has two sides, with one focusing on the people that use the app
what Uber dubs the riders.
We started as a luxury service, we became an almost affordable target and now
our target is everyone that needs to get from point A to point B. Riders have also
been put at the heart of the campaign and company strategy because they are the
business, they move our business, said Pettit.

Yet it is also using this opportunity to appeal to drivers by showing how working
for the service can help them save for a specific event whether buying a house or
going on holiday.
Were now focusing on putting our riders and our drivers at the heart of
everything we do
Rachael Pettit, UK marketing and development lead, Uber
For us on the driver side, it is important to show that a lot of different types of
people can become drivers. Driving with Uber is a great way of making some extra
money on the side. We thought the best way of showing this would be presenting
real drivers in the campaign, Pettit said.
Were now focusing on putting our riders and our drivers at the heart of
everything we do, so we thought it would be a really good opportunity to go out
there and present our brand in a new and different way. This is a great opportunity
to offer a more brand-led message and a way of opening up a new demographic for
us.
Uber is one of a few disruptive digital brands that initially eschewed traditional
marketing in favour of word of mouth and below-the-line. In the past, Uber has
looked to promote itself through PR and social by delivering ice cream in warm
weather, for example.
However, with Uber looking to appeal to a new demographic beyond the young,
tech-savvy it has turned to more traditional mediums and is now robustly testing
above-the-line, in particular outdoor.
Roadside media was critical from the driver side and resonating with the
audience, allowing drivers to engage with media on the go, Pettit claimed.
There are no plans as yet for any TV advertising, although the company will run a
separate campaign on social media asking riders to share selfies on the way to their
next adventure and drivers to share their aspirations and goals for the future.
Uber also worked with Arena Media on media buying.

Unit 4: PR tools
1. External media
Newspaper: Though broadcast media have become the predominant
influence in our society, the newspaper retains a powerful position. Through
this newspaper, much information of PR able to reach many external publics of
an organization
Radio is primarily a medium of news and entertainment with commentaries
talk shows, and debate
Television is the most pervasive and the most influential medium of mass
communication. TV has impacts and realism is welcome everywhere and is
readily available as a publicity medium for PR practitioners.
Magazine is an important medium for product news, feature story and
pictorial publicity.
Film is very powerful medium of PR, as medium of instruction,
communication, education, entertainment, marketing, research

2. Internal media
House journal is one of the most effective tools for an organization to
communicate with its employees, in the form of periodical publication.
Bulletin Board
Annual Report

 Printed Literature
3. Media Relation
Press Conference is traditional method of giving information by direct use of
face to face communication, technique
Press Release is traditional method of handing out information and is a
useful tool with PR professionals.
Press tour: Journalists are invited to organization production house. After
visiting, they will write reports
Exhibition
4. Others
Using photograph
Celebrity endorsement
Using advertising for PR communication
Leaflets
Stickers
Level
Direct mail
Direct communication
Social media

PR Terms coverage:
Evaluation
Evaluation is an ongoing process of review in order to determine the effectiveness
of the public relations programme/plan. Practitioners will regularly evaluate the
media relations element of the programme by making a critical analysis of the
monthly media in order to focus more effort on particular messages or journalists.
Practitioners will also evaluate the results of specific campaigns which will enable
them to see if their original objectives have been met or not.
Evaluation helps public relations practitioners to identify likely dangers before
they occur and helps to prove the worth of the overall campaign. In short,
evaluation focuses effort, demonstrates effectiveness, ensure cost efficiency,
encourages good management and facilitates accountability. It is important to
evaluate outcome rather than output. For example, a heavy press clippings file
may be desirable, but it is the effect of the messages contained in the press
clippings which is important. Effective evaluation should measure the change in
people's attitudes after exposure to certain public relations messages. Evaluation
may by quantitative or qualitative according to the methods used. It should also
be continuous, i.e. garnered throughout the life of the campaign, be objective and
be scientific. The terms listed below outline some of the evaluation processes used
in a public relations programme.
Input: Refer to what a public reations practitioner does and how these
products are distributed. For example, a press release may be written and sent.
When evaluating inputs elements such as the quality of the background research,
writing effectiveness and choice of distribution channels are measured.
Output: refers to how the outputs are used by the target public. For example
how many newspapers printed the key message? Measurement of output often
concerns counting things.

Outcome: refers to the measurement of the end effect of the communication.

For example how many people changed their attitude of a result of reading the
intended message. Out comes are measured in three ways:
1. changes at the thinking or awareness level (cognitive);
2. changes in the attitude or opinion level (affective);
3. changes in behaviours (conative).
Out-take: refers to an intermediate position between an output and an
outcome. It describes what a person may take and/or learn from a communications
programme but it may not lead to further action which can be measured.
Face-to-face communication
Face-to-face communication is the best form of communication, especially in a
conflict situation. Here, non-verbal communication cues can be assessed and can
make a significant difference to the meaning of interactions. Mutual
understanding is the primary aim of public relations and is important for the
continued existence of good and beneficial relationships. Active listening
techniques provide an easy way to establish if both par-ties understand the others
position. Collaboration only occurs in a climate of trust and this is encouraged by
practising face-to-face interpersonal communication.
Focus groups
A focus group is a form of qualitative research and is a discus-sion group
consisting of carefully selected individuals. The idea behind a focus group is to
encourage the participants to develop prompt responses and viewpoints to the
relevant questions asked by the coordinator. Properly achieved, the focus group can
elicit more information than one-to-one interviews and can result in great depth of
insight and rewards. They are used by marketers and public relations practitioners
to establish public perceptions and attitudes about an issue, organisation, service

or product and are an effective use of two-way symmetrical communication.

Questions are asked in an interactive group setting where participants are free to
talk with other group members.

Lobbying
Lobbying (also lobby) is the act of attempting to influence decisions made by
officials in the government, most often legislators or members of regulatory
agencies. Lobbying is done by many different types of people and organized
groups, including individuals in the private sector, corporations, fellow legislators
or government officials, or advocacy groups (interest groups). Lobbyists may be
among a legislator's constituencies, meaning a voter or bloc of voters within his or
her electoral district, or not; they may engage in lobbying as a business, or not.
Professional lobbyists are people whose business is trying to influence legislation
on behalf of a group or individual who hires them. Individuals and nonprofit
organizations can also lobby as an act of volunteering or as a small part of their
normal job (for instance, a CEO meeting with a representative about a project
important to his/her company, or an activist meeting with his/her legislator in an
unpaid capacity). Governments often define and regulate organized group lobbying
that has become influential.
The ethics and morality of lobbying are dual-edged. Lobbying is often spoken of
with contempt, when the implication is that people with inordinate socioeconomic
power are corrupting the law (twisting it away from fairness) in order to serve their
own conflict of interest. But another side of lobbying is making sure that others'
interests are duly defended against others' corruption, or even simply making sure
that minority interests are fairly defended against mere tyranny of the majority. For
example, a medical association, or a trade association of health insurance
companies, may lobby a legislature in order to counteract the influence of tobacco
companies, in which case the lobbying would be viewed by most people as
justified (duly defending against others' corruption). The difficulty in drawing
objective lines between which lobbyists are "good lobbyists" and which ones are
"bad ones" is compounded by the cleverness with which lobbyists or their clients

can speciously argue that their own lobbying is of the "good" kind. At heart, the
effort to influence legislation is a power struggle. As in other forms of power
struggle, such as war or law enforcement, motives range from predation to selfdefense to fighting for justice, and the dividing line between predation and justice
is subject to rationalization.
Question: From your understandings, match the concepts of lobbying on the left
with correct definitions on the right

Critical nonlobbying activities

personal
lobbying
works
best,
relationship building is a major tool

Commandments of lobbying

political information, electoral or careerrelevant information, policy-analytic

information

Information

monitoring
(policy
monitoringopportunity
seeking,
compliance
monitoring - client assistance), client
interaction (giving direction, holding
hang -explaining and explaining away)

Access and influence

tell the truth, never promise more than

you can deliver, know how to listen so
you can accurately understand what you
are hearing, staff are there to be worked
with and not circumvented, spring no
suprises

Financial lobbying

access and influence, credibility, critical

nonlobbying activities

administrative
process
challenges
(pre/post), appeals challenges (post)
Legal lobbying

campaign contributions, advocacy cost

support,
coalition
and
parallel
organization support

Effective lobbying

legal,
financial,
information,
constituency influence and pressure

Credibility

information must be reliable

political information, electoral or careerrelevant information, policy-analytic
information

Fund-raising
Fund-raising is a specialist public relations service designed to raise funds or
other gifts in kind, particularly for a not-for-profit or charitable organisation. The
primary aim of the public relations practitioner is to create an awareness of the
organisations service and to encourage individuals, grant-making trusts,
businesses, charitable foundations and government agencies, both local and
central, to donate funds to help the organisation carry out its mission, aims and
objectives. Fund-raising activities can range from large grant appeals to small oneoff events such as car washing or jumble sales.
Lobbying
Lobbying (also lobby) is the act of attempting to influence decisions made by
officials in the government, most often legislators or members of regulatory

agencies. Lobbying is done by many different types of people and organized

groups, including individuals in the private sector, corporations, fellow legislators
or government officials, or advocacy groups (interest groups). Lobbyists may be
among a legislator's constituencies, meaning a voter or bloc of voters within his or
her electoral district, or not; they may engage in lobbying as a business, or not.
Professional lobbyists are people whose business is trying to influence legislation
on behalf of a group or individual who hires them. Individuals and nonprofit
organizations can also lobby as an act of volunteering or as a small part of their
normal job (for instance, a CEO meeting with a representative about a project
important to his/her company, or an activist meeting with his/her legislator in an
unpaid capacity). Governments often define and regulate organized group lobbying
that has become influential.
The ethics and morality of lobbying are dual-edged. Lobbying is often spoken of
with contempt, when the implication is that people with inordinate socioeconomic
power are corrupting the law (twisting it away from fairness) in order to serve their
own conflict of interest. But another side of lobbying is making sure that others'
interests are duly defended against others' corruption, or even simply making sure
that minority interests are fairly defended against mere tyranny of the majority. For
example, a medical association, or a trade association of health insurance
companies, may lobby a legislature in order to counteract the influence of tobacco
companies, in which case the lobbying would be viewed by most people as
justified (duly defending against others' corruption). The difficulty in drawing
objective lines between which lobbyists are "good lobbyists" and which ones are
"bad ones" is compounded by the cleverness with which lobbyists or their clients
can speciously argue that their own lobbying is of the "good" kind. At heart, the
effort to influence legislation is a power struggle. As in other forms of power
struggle, such as war or law enforcement, motives range from predation to self-

defense to fighting for justice, and the dividing line between predation and justice
is subject to rationalization.
Question: From your understandings, match the concepts of lobbying on the left
with correct definitions on the right

Critical nonlobbying activities

personal lobbying works best,

relationship building is a major tool

Commandments of lobbying

political information, electoral or

career-relevant information, policyanalytic information

Information

monitoring (policy monitoringopportunity seeking, compliance

monitoring - client assistance), client
interaction (giving direction, holding
hang -explaining and explaining
away)

Access and influence

tell the truth, never promise more

than you can deliver, know how to
listen so you can accurately
understand what you are hearing,
staff are there to be worked with and
not circumvented, spring no suprises

Financial lobbying

access and influence, credibility,

critical nonlobbying activities
administrative process challenges
(pre/post), appeals challenges (post)

Legal lobbying

campaign contributions, advocacy

cost support, coalition and parallel
organization support

Effective lobbying

legal,

financial,

information,

constituency influence and pressure

Credibility

information must be reliable

political information, electoral or
career-relevant information, policyanalytic information

Translate Uber1
Uber Chng minh Thc s Marketing Stunt
Trong nhiu thng, Uber c chy "Uber VIP" thnh ph New York, mt
phin bn c bit ca dch v ca n ch dnh cho nhng ngi s dng Uber
100 ln hoc hn. Perks bao gm truy cp c quyn cho cc trnh iu khin Uber
nh gi cao nht, theo mt ngi dng Uber VIP yu cu giu tn v ng khng
c thm quyn ni chuyn cng khai v vn ny.
S thnh cng ca hai chin dch rt khc nhau minh ha nh th no thng tho
th Uber l. Mt ngi l mt din vin ng th cng khai rng s dng mo con
t khng s dng. Ngi kia l mt chng trnh b mt khin khch hng thng
xuyn nht Uber ca cm thy mt phn ca mt cu lc b c quyn. V c hai
chin thut l Uber xem xt quan trng l tham gia vo mt trn chin quan h
cng chng vnh vin i vi thnh ph cnh gic vi dch v ca mnh.
Nhiu thnh ph ln ca M c ro cn php ngn chn Uber t hot ng trong
phm vi bin gii ca h. V trong khi Uber bt u tham gia vo mt s tt
vn ng hnh lang chnh ph c , phng tin ch yu ca cuc u tranh chng
nhng ngi nghi ng, thnh ph l n giai on l lng, nhng hiu qu, cc pha
nguy him tip th. Bng cch ng yu ring ca mnh khch hng hin ti v
tim nng, Uber ngh rng n c th, n bin, gy p lc ln chnh quyn a
phng.
"Nu Uber l tt c ca mt t ngt c ko ra khi th trng vo ngy mai,
mi ngi s phn nn en masse v Uber lm mnh thnh mt cng ty rt d

thng," Ian Schafer, CEO ca k thut s v c quan x hi Deep Focus, ni vi

Digiday.
Mi nht, v ng yu nht, nhng pha nguy him tip th i xung trong tun
trc khi Uber tc vi hi hc nht nh Cheezburger mo trung tm cung cp
mo con n ngng ca ca khch hng. i vi $ 20, khch hng may mn,
ku xe c cho mng ngy Quc khnh Ct bi u ym vi mo con trong
15 pht. (Schafer gi n l mt phin bn i thc ca qung co a phng.)
" mc cao, chng ti ang thc s tt ti kt ni mi ngi vi cht lng
cao, ci phong cch trong vng vi pht," pht ngn vin Andrew Noyes Uber
ni. "V vy, bu tri l gii hn nh xa nhng g bn c th cung cp, v chng ti
c mt s vui v vi n."
Uber thng chc ra mt ngy 04 thng by ca n Hamptons bng cch cung
cpci trc thng ti East Hampton vi gi 3000 $ . Uber cng cho php
ngi s dng ng dng ca n ku xe ti kem trong 33 thnh ph trn th
gii. Vo thng Chn, Uber bt u nht ngi San Francisco vo Deloreans . On
Ngy Valentine,Uber giao hoa hng v th c nhn vi gi 150 $ . Uber thm ch
ng cung cp cho ci min ph cho tt c cc thnh vin ca Hip hi cu
th NFL .
Nhng chin dch ny ch yu l hp dn i vi nhng ngi quen thuc vi dch
v, mc d. Khi c gng thm nhp vo mt th trng m n b kha ra
khi, chin lc Uber c cho i dch v min ph ca n - l, mt mt
mt - nh l mt loi chin dch tip th c s.
Uber hin ang khng c php hot ng kinh doanh ca mnh ti Calgary,
Alberta, v d. V vy, thay v c gng kim tin , n i ci min ph cho
bt c ai sn sng thc hin mt tng $ 5 n Calgary Foundation . Chng
trnh khuyn mi ko di nm ngy vo thng v ln ln "hng ngn", Noyes cho
bit, cho thy cc dch v ng nhp vi trm ci.
Uber chy mt chng trnh tng t ti Austin, Texas, trong SXSW hi u nm
nay khi tuyn Austinians s dng xe c nhn ca h nh taxi. Uber tr cc trnh
iu khin theo gi, v ngi s dng phi i xe min ph.
Hy vng rng cc chng trnh ny s lm cho c dn ca thnh ph no qu
say m ca Uber m lnh o thnh ph ca h s n nhn dch v.
"Chng ti s phi i mt ro cn php l ti cc thnh ph m chng ti mun
trong thnh ph ni ngi tiu dng ang i cho la chn thay th vn chuyn,"

Noyes ni. "Chng ti tin rng cui cng ngi tiu dng s khng b t chi v
giao thng tt hn c kch hot bng cng ngh s chim u th."
Uber2 Trans
Uber ra mt chin dch ln u tin khi nhn n m rng hp dn hn m
ra
Car-chia s ng dng Uber hy vng s thot khi nhn thc ca cc dch v nh l
"v cu tinh ca mt m ' hin th nh th no n c th c s dng i li,
i du lch n cc Aiport hoc nhm cc ca hng vi trn-the-line ln u tin
ca mnh chin dch.
Bi Rachel Gee trn 03 thng 6 nm 2016
Cc cng ty ca "Get vi Uber 'chin dch, to ra bi BBH, tnh nng su qung
co khc ca trnh iu khin thc s v ngi i, nh tri ngc vi cc din
vin, hin th nh th no khch hng v ngi lao ng thc s s dng ng
dng. Cc tay ua v trnh iu khin c chp nh v phng vn v nhm mc
ch "truyn cm hng" cho khch hng v nhn vin tim nng thng qua nhng
cu chuyn v kinh nghim s dng Uber tht ca h.
Qung co s c trin khai thng qua i pht thanh truyn thng v ra khi
qung co nh.
"Chng ti thng c bit n nh mt v cu tinh m ca mnh ra," Uber
ca Anh tip th v pht trin kinh doanh chnh, Rachael Pettit, ni vi Tun
Marketing. "Tuy nhin, c rt nhiu l do khc s dng Uber. Chng ti thc s
kt ni bn vi thnh ph, ca hng, lm vic v sn bay ca bn. "
Trong Uber qua cho bit h mun "lm tt hn k li cu chuyn ca mnh" v
Pettit by gi tin rng l thi im thch hp bt u sau nhng g c m t l
mt "lm mi thng hiu ln trong thng hai", m thay i cch miu t hnh nh
ca mnh x hi. ca Uber cp nht logo v ng dng ca n lm cho n
d dng hn thm sn phm vo danh mc u t ca mnh. V d, n
chuyn sang cung cp thc phm.
Chin dch ny c hai mt, vi mt tp trung vo nhng ngi s dng cc ng
dng - nhng g Uber gi tn 'tay ua'.

"Chng ti bt u nh l mt dch v sang trng, chng ti tr thnh mt mc

tiu 'gn nh gi c phi chng" v by gi mc tiu ca chng ti l tt c mi
ngi c nhu cu c c t im A n im B. Riders cng c t
trung tm ca chin lc chin dch v cng ty bi v h l cc doanh nghip, h di
chuyn kinh doanh ca chng ti ", Pettit ni.
Tuy nhin, n cng c s dng c hi ny thu ht li xe bng cch hin th
nh th no lm vic cho cc dch v c th gip h tit kim cho mt s kin c
th vic mua nh hay i ngh mt.
"Chng ti ang tp trung vo vic a tay ua ca chng ti v li xe ca chng
ti ti trung tm ca tt c mi th chng ti lm"
Rachael Pettit, tip th Anh v ch pht trin, Uber
"i vi chng ti pha bn li, iu quan trng l cho thy rng rt nhiu loi
khc nhau ca con ngi c th tr thnh trnh iu khin. Li xe vi Uber l mt
cch tuyt vi lm cho mt s tin bn trong. Chng ti ngh rng cch tt nht
hin th ny s c trnh by iu khin thc s trong chin dch ", Pettit ni.
"Chng ti ang tp trung vo vic a tay ua ca chng ti v li xe ca chng
ti ti trung tm ca tt c mi th chng ti lm, v vy chng ti ngh rng n s
l mt c hi thc s tt i ra ngoi v trnh by thng hiu ca chng ti theo
mt cch mi v khc bit. y l mt c hi tuyt vi cung cp mt thng ip
thng hiu dn u nhiu hn v mt cch m ra mt nhn khu hc mi cho
chng ti. "
Uber l mt trong mt s t thng hiu k thut s t ph ban u eschewed tip
th truyn thng ng h ca truyn ming v di-the-line. Trong qu kh, Uber
nhn thc y bn thn thng qua PR v x hi bng cch cung cp kem trong
thi tit m p, cho v d.
Tuy nhin, vi Uber tm khng co cho mt nhn khu hc mi ngoi cc bn tr,
am hiu cng ngh n quay sang phng tin truyn thng hn v by gi
"mnh m th nghim trn-the-line", c bit ngoi tri.
"Phng tin truyn thng bn l ng l rt quan trng t pha ngi li v cng
hng vi khn gi, cho php iu khin tham gia vi cc phng tin truyn
thng trn ng i", Pettit tuyn b.

Khng c k hoch nh no cho bt k qung co truyn hnh, mc d cng ty s

thc hin mt chin dch ring bit trn phng tin truyn thng x hi hi tay
ua chia s nh t chp trn ng n "cuc phiu lu" tip theo ca h v
trnh iu khin chia s nhng kht vng v mc tiu ca h cho tng lai. Uber
cng lm vic vi Arena Media mua phng tin truyn thng.
Bi 4: cng c PR
1. Phng tin bn ngoi
bo: Mc d phng tin truyn thng pht sng tr thnh nh hng ch yu
trong x hi ca chng ti, cc t bo vn gi mt v tr mnh m. Thng qua t
bo ny, nhiu thng tin ca PR c th t c nhiu cng chng bn ngoi ca
mt t chc
i pht thanh ch yu l mt phng tin truyn tin tc v gii tr vi cc
chng trnh bnh lun ni chuyn, v tranh lun
Truyn hnh l ph bin nht v cc phng tin c nh hng nht ca truyn
thng i chng. TV c tc ng v ch ngha hin thc c cho n khp mi
ni v lun sn c nh mt phng tin qung b cho cc hc vin PR.
Tp ch l mt phng tin quan trng cho cc tin tc sn phm, cu chuyn tnh
nng v cng khai bng hnh nh.
Phim l mi trng rt mnh m ca PR, l phng tin ging dy, truyn thng,
gio dc, gii tr, tip th, nghin cu ...

2. phng tin truyn thng ni b

Nh bo l mt trong nhng cng c hiu qu nht cho mt t chc giao tip
vi nhn vin ca mnh, trong cc hnh thc ca n phm nh k.
Ban Bulletin

Bo co hng nm

Vn hc in
3. Truyn thng Quan h

 Hi ngh Bo ch l phng php truyn thng cung cp thng tin bng cch s
dng trc tip mt i mt truyn thng, k thut ...
Thng co bo ch l phng php truyn thng ca giao ra thng tin v l mt
cng c hu ch vi cc chuyn gia PR.
Nhn tour: Cc nh bo c mi n nh sn xut t chc. Sau khi tham quan,
h s vit bo co

Trin lm

4. Nhng ngi khc

S dng nh

Ngi ni ting chng thc

S dng qung co truyn thng PR

T ri
Nhn

Cp

Th trc tip

Truyn thng trc tip

Truyn thng x hi

PR iu khon bo him:
nh gi
nh gi l mt qu trnh lin tc xem xt xc nh hiu qu ca quan h cng
chng chng trnh / k hoch. Cc hc vin s thng xuyn nh gi cc yu t
quan h truyn thng ca chng trnh bng cch lm mt phn tch quan trng
ca cc phng tin truyn thng hng thng tp trung n lc nhiu hn vo cc
thng ip hoc cc nh bo ni ring. Cc hc vin cng s nh gi kt qu ca

cc chin dch c th m s cho php h xem nu cc mc tiu ban u ca h

c p ng hay khng.
nh gi gip cc hc vin quan h cng chng xc nh mi nguy him c kh
nng trc khi chng xy ra v gip chng minh gi tr ca ton b chin dch.
Trong ngn hn, nh gi tp trung n lc, th hin hiu qu, m bo hiu qu chi
ph, khuyn khch qun l tt v to iu kin trch nhim. iu quan trng l
nh gi kt qu hn l u ra. V d, mt mu bo nng tp tin c th c mong
mun, nhng n l hiu qu ca cc thng ip cha ng trong cc mu bo l
quan trng. nh gi hiu qu cn o lng s thay i trong thi ca ngi dn
sau khi tip xc vi mt s thng ip quan h cng chng. nh gi c th bng
cch nh lng hay nh tnh theo cc phng php c s dng. N cng cn
lin tc, ngha l thu ht c trong sut cuc i ca chin dch, khch quan v
c tnh khoa hc. Cc iu khon c lit k di y phc tho mt s cc quy
trnh nh gi c s dng trong mt chng trnh quan h cng chng.
Input: Tham kho nhng g mt reations hc vin no khng v lm th no cc
sn phm ny c phn phi. V d, mt thng co bo ch c th c vit v
gi. Khi nh gi u vo cc yu t nh cht lng ca cc nghin cu nn, vn
bn hiu qu v s la chn ca cc knh phn phi c o.
Output: cp n cch u ra c s dng bi cc cng mc tiu. V d nh th
no nhiu t bo in thng ip quan trng? o lng sn lng thng lin quan
ti tnh th.
Kt qu: dng o cc tc ng cui cng ca truyn thng. V d c bao nhiu
ngi thay i thi ca h v mt kt qu ca vic c thng bo d nh. i
ra c o theo ba cch:
1. thay i suy ngh hay nhn thc mc (nhn thc);
2. thay i trong thi hoc kin cp (tnh cm);
3. thay i trong hnh vi (conative).
Out-take: cp n mt v tr trung gian gia mt u ra v mt kt qu. N m
t nhng g mt ngi c th mt v / hoc hc hi t mt chng trnh truyn
thng, nhng n c th khng dn n hnh ng c th o c.

Mt i mt giao tip
Mt i mt giao tip l hnh thc tt nht ca truyn thng, c bit l trong mt
tnh hung xung t. y, cc tn hiu giao tip khng li c th c nh gi
v c th lm cho mt s khc bit ng k n ngha ca tng tc. s hiu bit
ln nhau l mc tiu c bn ca quan h cng chng v quan trng i vi s tn
ti tip tc mi quan h tt v c li. k thut lng nghe tch cc cung cp mt
cch d dng thit lp nu c hai mnh quan h hiu v tr ca ngi khc. Phi
hp ch xy ra trong mt mi trng tin cy v iu ny c khuyn khch bng
cch thc hnh mt i mt giao tip gia cc c nhn.
Tp trung vo nhm
Mt nhm tp trung l mt hnh thc nghin cu nh tnh v l mt nhm c
da-sion bao gm cc c nhn c la chn mt cch cn thn. tng ng sau
mt nhm tp trung l khuyn khch nhng ngi tham gia pht trin phn
ng nhanh chng v quan im cho cc cu hi c lin quan yu cu bi cc iu
phi vin. ng t c, cc nhm tp trung c th gi ra nhng thng tin nhiu
hn cc cuc phng vn mt-mt v c th dn n su sc ca ci nhn su sc v
phn thng. Chng c s dng bi cc nh tip th v cc hc vin quan h
cng chng thnh lp nhn thc chung v thi v mt vn , t chc, dch
v hoc sn phm v s dng hiu qu ca truyn thng i xng hai chiu. Cc
cu hi c hi trong mt thit lp nhm tng tc m ngi tham gia c th t
do ni chuyn vi cc thnh vin khc trong nhm.
Vn ng hnh lang
Vn ng (cng vn ng hnh lang) l hnh vi c gy nh hng n quyt nh
ca cc quan chc trong chnh ph, thng lp php hoc cc thnh vin ca c
quan qun l. Vn ng c thc hin bi nhiu ngi khc nhau v cc nhm c
t chc, bao gm c c nhn trong khu vc t nhn, cc tp on, cc nh lp php
ng nghip hay cc quan chc chnh ph, hoc cc nhm vn ng (nhm li
ch). Vn ng hnh lang c th l mt trong s cc c tri ca mt nh lp php, c
ngha l mt c tri hoc khi c tri trong khu vc bu c ca mnh, hay khng; h
c th tham gia vo vn ng nh mt doanh nghip, hay khng. vn ng hnh
lang chuyn nghip l nhng ngi c kinh doanh ang c gng gy nh hng
n php lut v i din ca mt c nhn hay nhm ngi thu h. C nhn, t

chc phi li nhun cng c th vn ng nh mt hnh ng tnh nguyn, hoc

nh l mt phn nh ca cng vic bnh thng ca h (v d, mt cuc hp Gim
c iu hnh vi mt i din v mt d n quan trng / cng ty ca mnh,
hoc mt cuc hp nh hot ng / lp php ca mnh trong mt nng lc cha
thanh ton). Chnh ph cc nc thng xc nh v iu chnh vn ng nhm c
t chc tr thnh nh hng.
o c v lun l ca vn ng hnh lang l hai li. Vn ng hnh lang thng
c ni n vi s khinh mit, khi hm l nhng ngi c sc mnh kinh t x
hi qu mc ang lm h hng cc lut (xon n khi s cng bng) phc v
cho cuc xung t ca h quan tm. Nhng mt mt khc ca vn ng hnh lang
l m bo rng nhng ngi khc 'li ch l hp l bo v chng li nhng ngi
khc' tham nhng, hoc thm ch ch n gin l m bo rng li ch ca thiu s
c bo v chng li kh n thun chuyn ch ca a s. V d, mt hip hi y
t, hoc mt hip hi thng mi ca cc cng ty bo him y t, c th vn ng
mt c quan lp php chng li nh hng ca cc cng ty thuc l, trong c
trng hp vn ng hnh lang s c xem bi hu ht mi ngi nh bin minh
(hp l bo v chng tham nhng ca ngi khc ). Kh khn trong vic v ng
quan gia vic vn ng hnh lang l "vn ng hnh lang tt" v nhng ngi
thn m l "nhng ci xu" c pha trn bi s thng minh m vn ng hnh
lang hoc khch hng ca h speciously c th tranh lun rng vn ng hnh lang
ca h l cc loi "tt". Ti trung tm, cc n lc nh hng n php lut l
mt cuc u tranh quyn lc. Nh trong cc hnh thc khc ca cuc u tranh
quyn lc, nh chin tranh hoc thc thi php lut, ng c dao ng t n tht
t v u tranh cho cng l, v cc ng phn chia gia k sn mi v cng l
l i tng hp l.
Cu hi: T nhng hiu bit ca mnh, ph hp vi cc khi nim v vn ng
hnh lang bn tri vi cc nh ngha chnh xc v bn phi

cc hot ng vn ng hnh lang nonlobbying quan trng c nhn hot ng tt

nht, xy dng mi quan h l mt cng c chnh

Rn thng tin chnh tr, thng tin bu c hoc ngh nghip c lin quan, thng tin
chnh sch, phn tch vn ng hnh lang
Thng tin gim st (c hi chnh sch Vic gim st tm kim, gim st vic tun
th - h tr khch hng), tng tc khch hng (a ra hng, gi treo -explaining
v gii thch i)
Truy cp v nh hng ni s tht, khng bao gi ha hn nhiu hn bn c th
cung cp, bit cch lng nghe, do bn c th hiu chnh xc nhng g bn ang
nghe, nhn vin ang c c lm vic vi v khng ph v, ma xun khng
c iu ngc nhin
truy cp ti chnh lobbyong v nh hng, uy tn, hot ng quan trng
nonlobbying
thch thc qu trnh hnh chnh (trc / sau), thu ht nhng thch thc (bi)
ng gp chin dch vn ng hnh lang php l, h tr chi ph vn ng, lin
minh v h tr t chc song song
vn ng hnh lang php l, ti chnh, thng tin, nh hng ca c tri c hiu lc
v p lc
thng tin tn nhim phi ng tin cy
thng tin chnh tr, thng tin bu c hoc ngh nghip c lin quan, thng tin chnh
sch, phn tch

Qu
Gy qu l mt dch v quan h cng chng chuyn gia thit k gy qu
hoc nhng mn qu khc bng hin vt, c bit i vi mt khng-cho-li nhun
hoc t chc t thin. Mc ch chnh ca cc hc vin quan h cng chng l to
ra mt nhn thc v dch v ca t chc v khuyn khch c nhn, y thc cp lm,
doanh nghip, t chc t thin v cc c quan chnh ph, c hai a phng v
trung ng, tng tin gip t chc thc hin ca n Nhim v, mc tiu v mc
tiu. cc hot ng gy qu c th t li ku gi ti tr ln n nh cc s kin
mt ln nh ra xe hoc bn m bng bong.

Trans lob
Vn ng hnh lang
Vn ng (cng vn ng hnh lang) l hnh vi c gy nh hng n quyt nh
ca cc quan chc trong chnh ph, thng lp php hoc cc thnh vin ca c
quan qun l. Vn ng c thc hin bi nhiu ngi khc nhau v cc nhm c
t chc, bao gm c c nhn trong khu vc t nhn, cc tp on, cc nh lp php
ng nghip hay cc quan chc chnh ph, hoc cc nhm vn ng (nhm li
ch). Vn ng hnh lang c th l mt trong s cc c tri ca mt nh lp php, c
ngha l mt c tri hoc khi c tri trong khu vc bu c ca mnh, hay khng; h
c th tham gia vo vn ng nh mt doanh nghip, hay khng. vn ng hnh
lang chuyn nghip l nhng ngi c kinh doanh ang c gng gy nh hng
n php lut v i din ca mt c nhn hay nhm ngi thu h. C nhn, t
chc phi li nhun cng c th vn ng nh mt hnh ng tnh nguyn, hoc
nh l mt phn nh ca cng vic bnh thng ca h (v d, mt cuc hp Gim
c iu hnh vi mt i din v mt d n quan trng / cng ty ca mnh,
hoc mt cuc hp nh hot ng / lp php ca mnh trong mt nng lc cha
thanh ton). Chnh ph cc nc thng xc nh v iu chnh vn ng nhm c
t chc tr thnh nh hng.
o c v lun l ca vn ng hnh lang l hai li. Vn ng hnh lang thng
c ni n vi s khinh mit, khi hm l nhng ngi c sc mnh kinh t x
hi qu mc ang lm h hng cc lut (xon n khi s cng bng) phc v
cho cuc xung t ca h quan tm. Nhng mt mt khc ca vn ng hnh lang
l m bo rng nhng ngi khc 'li ch l hp l bo v chng li nhng ngi
khc' tham nhng, hoc thm ch ch n gin l m bo rng li ch ca thiu s
c bo v chng li kh n thun chuyn ch ca a s. V d, mt hip hi y
t, hoc mt hip hi thng mi ca cc cng ty bo him y t, c th vn ng
mt c quan lp php chng li nh hng ca cc cng ty thuc l, trong c
trng hp vn ng hnh lang s c xem bi hu ht mi ngi nh bin minh
(hp l bo v chng tham nhng ca ngi khc ). Kh khn trong vic v ng
quan gia vic vn ng hnh lang l "vn ng hnh lang tt" v nhng ngi
thn m l "nhng ci xu" c pha trn bi s thng minh m vn ng hnh
lang hoc khch hng ca h speciously c th tranh lun rng vn ng hnh lang
ca h l cc loi "tt". Ti trung tm, cc n lc nh hng n php lut l

mt cuc u tranh quyn lc. Nh trong cc hnh thc khc ca cuc u tranh
quyn lc, nh chin tranh hoc thc thi php lut, ng c dao ng t n tht
t v u tranh cho cng l, v cc ng phn chia gia k sn mi v cng l
l i tng hp l.
Cu hi: T nhng hiu bit ca mnh, ph hp vi cc khi nim v vn ng
hnh lang bn tri vi cc nh ngha chnh xc v bn phi

cc hot ng vn ng hnh lang nonlobbying quan trng c nhn hot ng tt

nht, xy dng mi quan h l mt cng c chnh
Rn thng tin chnh tr, thng tin bu c hoc ngh nghip c lin quan, thng tin
chnh sch, phn tch vn ng hnh lang
Thng tin gim st (c hi chnh sch Vic gim st tm kim, gim st vic tun
th - h tr khch hng), tng tc khch hng (a ra hng, gi treo -explaining
v gii thch i)
Truy cp v nh hng ni s tht, khng bao gi ha hn nhiu hn bn c th
cung cp, bit cch lng nghe, do bn c th hiu chnh xc nhng g bn ang
nghe, nhn vin ang c c lm vic vi v khng ph v, ma xun khng
c iu ngc nhin
truy cp ti chnh lobbyong v nh hng, uy tn, hot ng quan trng
nonlobbying
thch thc qu trnh hnh chnh (trc / sau), thu ht nhng thch thc (bi)
ng gp chin dch vn ng hnh lang php l, h tr chi ph vn ng, lin
minh v h tr t chc song song
vn ng hnh lang php l, ti chnh, thng tin, nh hng ca c tri c hiu lc
v p lc
thng tin tn nhim phi ng tin cy

thng tin chnh tr, thng tin bu c hoc ngh nghip c lin quan, thng tin chnh
sch, phn tch.