BICH VAN & HOANG LAN

WHAT IS CORPORATE PR?

Corporate public relation is a factor for every company to implement

public relations practise within established organisation through

effective internal corporate communication, experience and the

expertise to protect and promote corporate reputation and corporate

image of an organisation across a wide range of sectors.

Elements of Corporate Public Relations

Corporate citizenship

Corporate ethics

Corporate communicatio

n

The legal status of a corporation in the jurisdiction in which it was incorporated

Management function or department, like marketing, finance, or operations, dedicated to the dissemination of information to key constituencies, the execution of corporate strategy and the development of messages for a variety of purposes for inside and outside the organisation

A form of applied ethics or professional ethics that examines ethical principles and moral or ethical problems that arise in a business environment

Corporate Citizenship Example

VINAMILK’S CSR CAMPAIGN “VƯƠN CAO VIỆT NAM”

•Sharing difficulties with underprivileged and malnourished children.•Helping reduce the ratio of malnourished children nationwide.Social meaning

•Campaign objective: Provide free 8 milion glasses of milk for kid•Bussiness short term objective:

Build the image of a company which has strong social responsibility.

Build awareness through the social activititiesPush sale.

Objective

•Build the “Giving free milk journey”: going to poor provinces to give out free milk•Socialize Vinamilk’s charity fund: buy 1 carton of milk = contribute 60đ in the charity fund•Build the website: http://www.vuoncaovietnam.com•Organize a Gala dinner live show auctioning for charity fund.•Texting to give out milk: every texting to the calling center is contributing free milk for poor kids.

Activites

Result

•Reached the target: on Jan 2012 – give out 8.000 glasses of milk & on 26th May 2012 – give out 1,7 mil glasses of milk – estimated around 7 bil VND – to Vietnamese poor kids.

•Highly appreciated by society•Good media effect•Vinamilk got “Doanh nghiệp tin cậy vì người tiêu dùng” certification & “Thương hiệu quốc gia” prize in 2012

Corporate Communication Example TIKI.VN’S INCIDENT IN “DZỰT CÔ HỒN ONLINE” EVENT

•On August 2013, Tiki.vn – an online book store had an event named “Dzựt cô hồn online” on their website: http://tiki.vn/dzut-co-hon-online. In this event, users on Tiki website could get many free stuffs but in a limited time.

What is it?

•No one could get anything: users couldn’t access the website ‘cause it got overload; even when they got to the website, every stuffs had run out The complaints are everywhere: on Tiki’s facebook & website, on every books’ forums,… Tiki’s staff didn’t handle it well while replying with ridiculous reasons Tiki’s users went furious & they wanted to boycott Tiki.

What’s the problem?

•The CEO of Tiki wrote an apologize letter to Tiki users. In the letter, he apologized about the unprofessional organization of this event, explained clearly every mistakes & acknowledge their wrong, asking for forgiveness.

•Tiki posted the apologize letter on their facebook & official website: http://tiki.vn/la-thu-tu-ceo-tiki

What did Tiki do?

Result•Good action gets rewards; Tiki gets the forgiveness from their users.•Highly complimented by many media channels.

Corporate Ethics Example FPT CULTURAL

•Firstly, FPT Culture is FPT’s Cultural Behavior, is the spirit that the FPT aims to: The FPT "Respect for individuals - Innovation - Teammates" FPT leaders need to "Chí công - Gương mẫu - Sáng suốt“.

•The core difference of FPT is accepting people as they are inherent: the strengths, weaknesses, both good and bad.

•FPT always respect, listen and create conditions for each member to be themselves. At FPT, subordinates can speak out and communicate on equal level. Listening to different opinions is how to FPT leaders avoid making wrong decisions and encourage the spirit of innovation and creativity for the staff.

What are FPT ethics?

•The value of the fine traditional culture of FPT is propaganda, retention and development through publications such as history, historiography, collection, newsletters, movies, CDs, poetry, painting, sculpture and traditional festivals, ...

•Maintaining the traditional day for many years: “Vì Cộng Đồng” Day - 13/3“Hướng về Cội nguồn” Day“Văn nghệ FPT” Day – 19/5…

•Focusing on developing infrastructure, building a friendly working environment, turning the company into 2nd house staff. The office block was built in the model of the campus as F-Ville, F-Town, Da Nang FPT ...

What do they do?

Result•According to the annual survey is conducted by FPT's commitees, the staff are linked to the stable development of the FPT shown increasingly attached to Company