so tay PR - "in house" viet thong cao baa chi (Phan 5)

Thong eao bao chi /a phl.PO'ng ti,n chinh ma qua d6 bfln phd bi~n dLJ'9'C thong tin v.§ cong ty bfln. NhiPng thay ddi, nhiPng dVan m{JIi va nhiPng gild thU'img cong ty bfln gianh dLJ'9'C deu /a nhiPng de tai mang tinh tLP /i,u tot cho eae thong eao bao chi.

Cac tOng bien t~p va cac nha bao rna ban dang muon hU'ang tai phai sang IQc rat nhi~u thong cao bao chi tCr rat nhi~u co quan, to chLPC khac nhau glPi den. Ban muon dam bao rang thong cao cua ban S9 dU'Q'c dQC va khong bi nern vao sot rae? Thong cao bao chi cua ban nen dU'Q'c dU'Q'c viet va format canq chuyen nghi~p canq tOt. DU'ai day la mot sO hU'ang dan co ban:

Cong ty ban nen c6 mot mau tleu d~ thu (letterhead) bao gam nhCPng tCr Thong cao bao chi ("News Release" hoac "Press Release") tren cunq, Tieu

de thu nay cOng nen bao gam ca ten cua ngU'ai lien h~ chinh cua ban, so di~n thoal, so fax va dia chi e-mail.

Cau ma dau ("lead" sentence) nen dU'a ra mot g6c nhln rnel de gay su chu y cua ngU'ai bien tap, Ly tU'ang nhat la n6 nen chua dl,.l'ng ten cong ty ban va hanh dong xay ra vao ngay ban glJ'i thong cao hoac mot nqay xac dinh nao d6.

Tranh each n6i van hoa va lam dvng qua nhieu tinh tCr - cac tOng bien t~p va cac ph6ng vien khi doc thong cao cua ban khong c6 thai gian hoac de tam tol vi~c tim ra quan diem cua ban neu nhu quan diem cua ban khong dU'Q'c trlnh bay ro rang, va ho 59 it tin vao nhCPng thong tin dU'Q'c trlnh bay khong ro rang. De danh nhCPng quan diem quan tronq dU'a vao trong nhCPng cau trfch dan lai cua ngU'ai phat ngon cua cong ty ban,

Hay trich dan that nhieu, VI nhCPng cau trich dan 59 dU'Q'C cac nha bao lay ra tCr cac thong cao bao chi. Lai trich dan cua ngU'ai phat ngon cua ban chinh la noi de ban dU'a bat ky thong tin nao mang tinh quan diem cua cong ty ban hon la dua nhCPng thong tin thong thU'ang.

Luon chuan b] san sang de bao v~ quan diem cua ban va phal luon narn ro cac thong tin ban dU'a ra. Neu c6 dieu gl d6 chua chao chan thl tot nhat la khong nen dua vao,

Khong dU'Q'c quen phan thong tin lien lac de cac tOng bien t~p/nha bao c6 the qol cho ban neu ho c6 them bat ky cau hoi nao,

Cac nha bao danh gia cao vi~c ban cung cap thong tin cho ho. Ho can ban cOng nhi~u nhu ban can ho, NhU'ng nen nho: nhCPng quan h~ bao chi tOt luon dU'Q'c xay dl)'ng trsn cac mOi quan h~ va Sl)' tin cay, N~u ban gLPi di mot thong cao bao chi vai nhCPng thong tin sai, ban se danh mat Sl)' tin nhlern cua ngU'ai ban muon gLPi thong di~p truy~n thong va thong qua ho tol cong chunq rnuc tleu (target audience) cua ban.

NQi dung ehinh cua mQt thong cao bao chi

Thong cao bao chi la phuonq tien co ban nhat d~ ti~p can giai truy~n thong. Thong tin trong thong cao nay dU'Q'c trlnh bay theo each cho phep cac nha bao chi can doc lU'at rna van nam dU'Q'c thong tin quan tronq mang gia tri tin tLPC nhat,

Thong cao bao chi cua ban nen duoc vi~t theo giong tin tLPC bao chi. N~u nhu thong cao bao chi chi la mot ban thong bao dan gian hay chi la mot phan thong tin d~ gQ'i mai ra mot bal bao trong tU'O'ng lai thl tOt nhat ban nen vi~t theo mot mau Co' ban gOi la hlnh thap ngU'Q'c. Mo hlnh nay dan gian c6 nghia la nhCPng thong tin quan tronq nhat va c6 kha nang tac dong rong rai nhat duoc d~t vao phan ma dau, va trong phan dan dat cau chuyen, nhCPng thong tin it tap trung, it quan tronq han se dU'Q'c dU'a ra theo rmrc dO giam dan.

Cac ph6ng vlen cOng vi~t bal theo each nay d~ cho ngU'ai doc c6 th~ narn dU'Q'c nhCPng thong tin quan tronq nhat a ngay phan dau va ti~p tuc doc n~u ho muon bi~t nhi~u thong tin han. COng nhu v~y, 10i vi~t nay cOng cho phep nhCPng ngU'ai bien tap de dang han trong vi~c cat ngan nhCPng bai

qua nhieu chcr. Ho don gian chi can cat bat phan cuol cua bai bao cho vCra vai di~n tlch trang bao, N~u ban vi~t thong cao theo each nay, ban se giup cho cac ph6ng vien quy~t dinh thong tin nao la can thi~t d~ dU'a vao bal bao,

Nguyen tac cua narn chcr "W". Bai VI theo phuonq phap hlnh thap ngU'Q'c nay, doan dau tien, dU'Q'c qol la doan dan, la phan quan tronq nhat cua bai bao, Mol sinh vien bao chi deu duoc hoc bai va long la doan ma dau can phal bao gOm 5 "w" (who, what, where, when va why (hoac how). Nhcrng y~u to thong tin can thi~t nay phal duoc vi~t a doan ma dau mot each cang ngan qon canq tot. Mot doan ma dau tot khong nen VU'Q't qua 35 tu, vi du:

Gong ty Xay dl,.l'ng A. bat dau xay dl,.l'ng toa nha da chuc nang gOm khach san va khu van phong phuc vu nhu cau dang gia tang cua san bay G. tal Ha NOi.

Vai 35 tCr, vi du tren da chi ra dU'Q'c:

Who: Gong ty Xay dl,.l'ng A.

What: Xay dl,.l'ng toa nha da chuc nang Where: Tal Ha NOi

When: bat dau

Why: phuc vu nhu cau dang gia tang cua san bay G.

Doan th(r hai trong thong cao cua ban nen dU'Q'c trlnh bay ky lU'ang hon, thU'ong cung cap them nhcrng thong tin nhu sau:

Khu nha, S9 dU'Q'c qol la Airport Plaza, gam 115 phong khach S9n a nhcrng tang tren va 120.000 m2di~n tlch van phong va tang ham co di~n tlch gan 30.000 m2. Qua trlnh xay dl)'ng da dU'Q'C khai cong tCr thanq Ba va S9 k~t thuc trong vong 24 thanq, theo loi cua Giam doc dieu hanh Dl)' an, ong Richard Kline, thuoc cong ty Xay dl)'ng A.

£)09n th(P ba nen cung cap nhcrng thong tin It quan tronq hon va co the bat dau trlch dan nhcrng thong tin co the gay duoc Sl)' chu 'I:

"Ty I~ phonq khong SLY dvng cua san bay A. dao dong a khoanq 4%," ong Phyllis Brock, Giarn doc dl)' an, chu xay dl)'ng nol, "Airport Plaza S9 cung cap cho khach hang kha nang cao nhat vai khong gian Ian nhat, co sa vat chat ti~n lQ'i nhat cho khach bay," ky SU' thi~t k~ dl)' an cho bi~t.

£)09n cuoi nsn cung cap thong tin ve cong ty ban va nen ham nang 19i:

Cong ty Xay dl)'ng A., co tru sa tal pho S., la mot cong ty xay dl)'ng thuonq mal phuc vu chu y~u a khu Vl)'C mien Bac. £)U'Q'c thanh I~p vao narn 1962, doanh so tCr cac dl)' an xay dl)'ng hang narn cua cong ty dat hon 150 trieu USD.

M~c du da xuat hi~n trong doan dan nhU'ng each tot nhat la vi~t 19i nhcrng thong tin chfnh cua thong cao bao chf vao phan cuoi cunq, Nhcrng thong tin tom tat nay S9 co the thu hut dU'Q'c su chu 'I cua ngU'oi doc vai nhcrng thong tin quan tronq nhat, £)ieu nay doi khi dU'Q'c xem la rnau chet, £)09n dau tlen nen dU'Q'c vi~t mot each can than vai nhcrng thong tin tom tat chfnh (headline):

Nhu c§u bLPC thi~t phai xay dl)'ng khu khach S9n - van phonq g§n san bay da dU'Q'c ti~n hanh.

Co dQng, sue tlch va di thang vao van d~, headline chuyen tai thong tin quan tronq nh§t, rna trong trU'ang hop nay la tfnh bLPC thi~t cua vi~c xay khu van phonq va khach S9n. B9n c6 the nhan th§y la ten cua cong ty no khong xuat hi~n trong phan nay, b&i VI Sl)' thuc la ho dang xay mot khu lien hop nhunq di~u quan tronq hon la vi~c xay dl)'ng nay dap LPng mot nhu c§u bLPC thi~t.

Khi ban vi~t thong cao bao chi, nen nho la cac ph6ng vien chi muon thong tin xoay quanh 5 chCP "W". HQ nhan dU'Q'c hang chuc thong cao bao chi moi ngay, va ho khong c6 thai gian de dQC tat ca de tim thong tin nOi b~t nhat, Hay giup ho bat vat va hon b~ng each trlnh bay thong tin day du nh§t & doan d§u tlen, N~u ho can them thong tin ho S9 lien h~ vol ban.