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Lap Ke Hoach Truyen Thong PDF
Lap Ke Hoach Truyen Thong PDF
Lap Ke Hoach Truyen Thong PDF
Xy dng K hoch
Truyn thng
Ti liu tham kho cho nhng ngi hot
ng trong lnh vc truyn thng
[Vit "K hoch truyn thng" ("Communication Strategy" hay "Communication
Plan") khng phi l mt khoa hc, m l mt ngh thut. Bi vy m n rt a
dng, bin ha v rt kh tm ra mt mu s chung, mt mu "chun", "hon
ho" no.]
Hoa
Time Universal Communications
11/6/2008
Trang | 2
MC LC
BI CNH.......................................................................................................................................................... 13
XC NH MC TIU .................................................................................................................................... 19
CHIN LC .................................................................................................................................................... 21
TUYN B ......................................................................................................................................................... 26
QUN L RI RO ............................................................................................................................................ 33
NH GI ......................................................................................................................................................... 37
KT LUN .......................................................................................................................................................... 40
CHUN B K NNG
Thc ra ngay c khi nim PR l g, c kh nhiu ngi cha tng c, cha tng hc, thm ch cha
tng tm hiu, ch cha ni n khi nim hay cch thc vit, thc hin mt chin dch/ k hoch
truyn thng nh th no.
Tuy nhin, cng vic trong mt cng ty PR li lun yu cu nhn vin PR phi vit cc bn k hoch
ny, gi cho nhng ngi (l khch hng ca h, nhng li) tng tip xc vi rt nhiu bn t
vn k hoch truyn thng t cc cng ty PR chuyn nghip, t nhng ngi lm PR chuyn nghip
lin tc gi ti. y l mt th thch ht sc ln, nht l cho nhng ngi mi bc chn vo ngh,
cha c kin thc v lnh vc, cha chun b c t duy h thng, t duy phn tch, t duy chin
lc v t duy sng to.
Hnh trang u tin m bn phi chun b, xin nhc li, chnh l kh nng nm bt v tng hp
thng tin. Kh nng ny s dng vo ngh PR v c th l lp k hoch truyn thng nh th no?
l, trong vng vi ngy, thm ch vi gi, bn phi c kh nng nm bt s b ton b thng tin
c bn v mt lnh vc, mt ngnh hng no . Nu khch hng ca bn nm trong khu vc ti
chnh, ngn hng, bn phi (tm mi cch, vic ny hon ton do bn, khng c mt ch dn c th,
ring bit no cho vic tm kim thng tin, n gin nht l "Just Google It!") np thng tin, tng
hp chng, phn tch chng, ch ra cho khch hng ca bn thy "H ang u" trn th trng
ngn hng ti chnh. n gin nht bn c th s dng m hnh SWOT gip chnh bn v khch
hng ca bn xc nh v tr ny. M hnh ny c th rt quen thuc vi cc sinh vin khi ngnh kinh
t, nhng vi cc bn hc bo ch, ngoi ng, v cc ngnh khc, y l cha kha cho cc bn: S -
Strength, W - Weakness, O - Opportunity, T - Threat.
Mt trong nhng phn u tin v v cng quan trng ca mt bn k hoch truyn thng s cn
bn phi s dng cc nng lc t duy m ti nu trn. l bn phi xc nh bi cnh ca khch
hng, bn phi tng quan th trng, a ra cc nhn nh, t phn tch nh ra cc mc tiu,
cc chin lc (tng phn c th ti s ch ra trong cc bi vit tip theo).
Hai phn quan trng trong mt k hoch truyn thng l "Strategy" v "Tactics" c th tm dch l
"Chin lc" v "Chin thut", c th hiu l "Chin lc" v "Cc hot ng p dng cho tng chin
lc".
thc hin tt hai phn ny, trc ht, bn phi c phn tch tng quan ng v th trng, v
khch hng (nh ni trn) v phi nu chnh xc cc mc tiu ca mt k hoch truyn thng.
T mc tiu ny, bn s a ra chin lc cho ton b k hoch / chng trnh.
Sau khi vch ra c mt chin lc, bn s phi vn dng t duy sng to ngh ra cc "chin
thut". y chnh l cc hot ng c th (t chc s kin, hp bo, PR trn bo bng bi vit, ti
T duy thc t
Mt phn quan trng ca bn k hoch truyn thng l xut cc hng mc thc hin v chi ph.
Phn ny i khi c chuyn cho mt b phn khc, mt ngi khc, mt cng ty th ba (nh cung
cp) thc hin nu nh bn thn ngi vit khng c kinh nghim thc t. Trong mt cng ty PR,
c th s tn ti quy trnh: ngi vit n (proposal) s ch vit nhng phn u (tng quan, mc
tiu, chin lc, thng ip, chin thut...) v ngi ln chi ph - PE (Production Estimation hoc
Project Estimation) (gm hng mc v gi) thc hin phn cn li. Tuy nhin, l tng l ngi vit
Proposal c kh nng thc hin ton b cc phn ny. Nhng thc hin c, bn cn phi c
kinh nghim thc tin, c t duy thc t trong vic xut cc hng mc tng ng v chi ph ph
hp cho tng hng mc v ph hp cho tng khch hng. Bi i khi, tng cho mt hot ng
no c th ht sc bay bng, v cng sng to, rt thng minh, t ph, nhng so vi "th trng"
ca khch hng li l mt iu vin vng, mt s lng ph hay l mt cch "dng dao m tru git
g". Do , hy thc t, khi hon thin mt trong nhng phn quan trng cui cng ny ca bn k
hoch.
Ngoi ra, t duy thc t hay nng lc thc tin cn rt cn cho vic d on cc ri ro tim n ca
k hoch truyn thng v vic a ra cc ch s o lng nh gi mc thnh cng ca
chng trnh -- mt phn m rt nhiu ngi b qun hoc c tnh b qua khi thc hin cc k hoch
truyn thng.
NI DUNG CHNH CA MT K
HOCH TRUYN THNG
Nh ni bi trc, K hoch truyn thng rt khc nhau, gia doanh nghip ny sang doanh
nghip khc, khch hng ny sang khch hng khc, nh t vn ny sang nh t vn khc. Rt nhiu
chuyn gia truyn thng trn th gii a ra mt s "mu" k hoch truyn thng c bn, vi
nhng phn "cng" kh gn nhau. C nhng k hoch rt n gin nhng cng c nhng k hoch
rt phc tp.
V d, ngi th a ra cu trc:
* where you are now: a summary of the audit findings (xc nh "bn ang u" - tng kt nhng
thng tin thu thp c)
* who your key stakeholders are (xc nh cc i tng lin quan)
* key priorities (xc nh th t u tin ca cc i tng lin quan)
* clear aims and objectives, including targets (Xc nh mc ch, mc tiu, bao gm cc kt qu
nhm ti)
* key messages (xc nh cc thng ip chnh)
* milestones (l trnh thc hin)
* quick wins (nhng im cn nhanh chng t c)
* resources available budgets and staff (ngun lc sn c - ngn sch, nhn s)
* communications tools, for example, poster campaigns, roadshows, events, residents magazine
evaluation (xc nh cng c truyn thng, v d, chin dch poster, roadshows, events, nh gi tp
ch tiu dng)
* how you will measure success (bn s o lng thnh cng ca chin dch nh th no)
C rt nhiu phng n son tho mt k hoch hay chin dch truyn thng, tuy nhin cho d
bn s nh trnh by nh th no, th mt s thnh phn (khi nim) di y chc chn s khng
th b qua, n xut pht t chnh m hnh truyn thng kinh in:
Ngun --> Thng ip --> M ha --> Knh --> Ngi nhn --> Nhiu --> Phn hi --> Ngun
Mc tiu
Chin lc
Thng ip chnh
Knh/ hot ng
nh gi
iu chnh
PHN LP K HOCH
11. Ngn sch: bn s mt bao nhiu tin cho chin dch ny?
Cch thc thc hin tng phn s c ch r trong cc bi vit tip theo.
PHN TCH
Xc nh bi cnh
Phn "bi cnh" trong k hoch ca bn tp trung vo vic "xc nh" bi cnh. y khng phi l
phn vit chi tit v chng trnh bn s thc hin, vn cha ti phn quyt nh xem mc tiu v
chin lc ca k hoch truyn thng ca bn l g. Phn ny hon ton l phn "phng" cho k
hoch ca bn.
Bn s khng th thc hin tt cc phn khc nu nh bn khng thc hin vic nghin cu phng
kin thc chung v lnh vc bn ang tip cn.
K hoch ny lin quan n nhng chng trnh no bn tng thc hin trc ?
Nu bn hc ngnh kinh t, qun tr, hn bn quen thuc vi m hnh phn tch PEST (Political -
Chnh tr, Economic - Kinh t, Social - X hi v Technological - Cng ngh). y l mt m hnh rt
hu ch c th s dng bt u suy ngh v cc vn bn ang quan tm. Hy t vn ca
bn vo bi cnh ca tng kha cnh kinh t, chnh tr, x hi hay cng ngh. Sau , xc nh nhng
nh hng ca chng ti bi cnh ca chng trnh m bn ang theo ui. Tuy nhin, ng p
dng qu cng nhc m hnh ny.
Phn tch theo m hnh SWOT cng l m hnh kh hiu qu. Strengths v Weaknesses s cho bn
ci nhn tp trung vo ni lc ca bn. Phn Opportunities v Threats s cho bn ci nhn v mi
trng bn ngoi.
Bn cn tp trung vo nhng im di y:
- i th ca bn gn y lm g?
- i th ca bn lm nhng g i vi vn tng t vi vn ca bn?
- Bi cnh php lut (v vn ca bn) nh th no?
- Nhng o lut no ang c thi hnh? (iu ny c bit quan trng i vi nhng chng trnh
truyn thng dnh cho khi nh nc).
- Bo ch chnh thng ni g v ti ny? (T bo hoc nh bo no vit v ti ny? H ni
vi ging iu nh th no? Tch cc hay tiu cc?)
- Trn mng ngi ta ang ni g? (Ai l nhng ngi vit c nh hng v vn ny? H tip cn
vn ny nh th no? Nhng kt qu tm kim no xut hin u tin v cng ty/sn phm/vn
ca bn?)
- Thnh phn kinh t no lin quan ti vn ca bn?
- S kin /ngy thng c bit no (nu c) c th lin quan ti chng trnh ca bn?
Chun b
Lu : t c s n gin m hiu qu, trt t ca ba phn u tin ny (bi cnh, tng quan
mi trng v xc nh i tng lin quan) c sp xp mt cch c ch . Bi v khi bt tay vo
thc t, bn rt d chng cho, ln ln cc phn ny vi nhau.
V d, i tng lin quan c th xut hin trong phn tng quan v mi trng. Khng sao c. Vn
l bn phi ngh k v thng sut v tt c cc vn ny sao cho bn khng b qua mt vn
no khin bn gp phi rc ri sau ny.
Tng phn ca bn k hoch truyn thng phi c trnh by mt cch logic v phn ny phi c
lin quan cht ch n phn kia, c bit phn phn tch cc i tng lin quan ny tng lai s
phi lin quan ti rt nhiu phn khc pha sau trong bn k hoch. Phi lun suy ngh v cc i
tng ny v lin tc quay tr li phn ny trong khi bn lm cc phn cn li ca k hoch.
Phn tch cc i tng lin quan nn tp trung vo nhng ngi thc s b tc ng bi chng
trnh ca bn.
Nhng cu hi cn t ra
a ra ci nhn mang tnh a phng v pht ngn ca bn trong chng trnh ny?
Bn s lm g nu nh bn khng th hn ch c h?
Nhng c mt iu bn chc chn phi nghi nh, l nu bn bit c mt ngi hoc mt nhm
ngi no s phn ng tiu cc i vi nhng g bn ang lm (chng trnh, doanh nghip, sn
phm... ca bn), th vic "l n i" l mt suy ngh sai lm.
Bn s thng xuyn nhn ra rng vi chng trnh ca bn, s c mt phn trm nh nhng ngi
ng h cao v cng s c mt phn trm nh nhng ngi kch lit chng i. Nu bn quan st cc
phn ng ny mt cch c h thng, chng cng s chnh l cc nhm i tng. Bn c th khng
lm c g nhiu thay i quan im ca h. Trong khi nhng i tng bn mun tc ng li
chim ti 80% ca cc nhm i tng, nhng bn cng ng v th m b qua cc i tng cn
li, nhng ngi, nhiu kh nng s c th gy nh hng xu ti chng trnh ca bn.
Ti s tr li trong mt bi vit khc dnh ring cho k thut phn tch v xc nh i tng lin
quan (stakeholder) sau khi kt thc series bi v lp k hoch truyn thng.
LP K HOCH
Ngi xa c cu: phi bit mnh s i u trc khi tnh xem mnh i ti bng cch no.
Cng nh vy, trc khi lp k hoch chin lc, thm ch trc khi
bn ngh ti chuyn s s dng sn phm truyn thng no, s kin
g... bn cn phi xc nh c mc tiu ca mnh.
Bn ang c gng lm g?
Xc nh mc tiu
Specific - c th
Measurable - c th o lng c
Achievable - c th t c
Realistic - thc t
Time-focused - tp trung vo yu t thi gian
Mt trong nhng phn kh nht ca phn ny l bn phi phn bit c s khc nhau gia mc
tiu kinh doanh v mc tiu truyn thng. Vic phn bit, khng nhm ln hai loi mc tiu ny c
bit quan trng. Hy nh rng bn khng th chu ht trch nhim cho thnh cng hay tht bi ca
c hai mc tiu ny.
Cc phn trc y hon ton l phn phn tch, ng lng ph cc phn tch ny. Hy nhn li
xem bn mong mun cc i tng ca bn s phn ng nh th no. Xem li xem bo ch ni g
v vn ca bn. Hy xc lp mc tiu ca mnh t nhng thc tin ny.
n tng no s lu li?
Theo Dave Fleet, ng ln u tin pht hin ra ci gi l "n tng cn mi" trong mt k hoch
truyn thng mi ch vi nm trc y, v ng rt thch n. N khin bn phi c kt nhng g bn
ang lm trong mt hoc hai cu m mt ngi "trung bnh" c th hiu c. y l mt cch tuyt
vi gip cho ngi c k hoch ca bn, kha cnh n gin nht, c th bit c "chuyn g
ang din ra".
Nng lc
Bn hy ngh v cch tip cn chung ca mnh. Bn c mun xut hin ti a trn truyn thng i
chng khng? Hay bn mun xut hin t nht c th?
n gin nht l bn t tr li cu hi: bn mun chin dch truyn thng ca bn c thc hin
mt cch chuyn nghip, ch ng (high-profile) hay ch mc va phi, th ng (low-profile)?
Trong qu trnh tham gia vo lnh vc PR ny, bn s dn nhn ra rng tip cn mt cch chuyn
nghip (high-profile) s lun i cng vi vic phi tr nn ch ng (proactive) v ngc li. Tuy
nhin, khng phi mi trng hp u nh th.
Bn c mun t mnh xoay chuyn vn , hay bn mun ch i khch hng v truyn thng t tm
n vi bn?
Bn s giao tip vi h mt cch trc tip hay thng qua truyn thng bo ch hay c th t website
ca bn?
Lun nh...
Lin h ti mc tiu
y l im rt d nhm ln. Hy nh rng: "chin lc" v "chin thut" l hai khi nim hon ton
khc nhau. ng vi ch ra chnh xc bn s lm nhng g a ra/gii quyt/sng to cho chng
trnh ca bn vo thi im ny. Tng i kh, bi v lc ny trong u bn xut hin no l tiu
cho thng co bo ch s nh th no, giao din blog trng s ra sao, cc hnh nh, sn phm...
s nh th no -- nhng hy p bn thn mnh tp trung vo bc tranh ln hn trc.
Tuy nhin, hy nh rng trong khi chin dch v chin thut l hon ton khc nhau, th chng li c
quan h rt gn gi vi nhau -- chin thut s gip bn nh hnh c cc quyt nh trong tng
lai, trong c bao gm cc chin thut (phng thc thc hin). Nhng la chn m bn thc hin
a ra chin lc s l mt nhn t quyt nh ti vic bn s la chn cc chin thut no.
Chng ta va thc hin xong cc phn: phn tch tnh hnh, xc nh mc tiu v quyt nh chin
lc. Gi l lc quyt nh xem ai l cng chng ca bn, hay ni cch khc l bn s ni cho
nhng ai nghe.
Ngh li
Phn tch cc nhm cng chng hoc c nhn bn mun tip cn v u l nhu cu ca h. Nhng
i tng lin quan no bn phn tch bn trn tr thnh nhm cng chng mc tiu? Bn cn phi
quan tm ti nhng nhm cng chng no na? thnh cng bn phi lin h ti nhng ai?
K lng
Hy ngh k xem ti sao bn li cn nhc i tng ny hay i tng khc a vo nhm cng
chng tim nng. H ng vai tr nh th no trong ton b vn ? H c phi nhng ngi khng
bao gi hi lng vi nhng g bn lm (nu vy, bn c th nn xc nh li, tp trung vo nhng
ngi c kh nng "hp th" nhng g bn a ra nhiu hn)? H bit n u v vn ca bn
(iu ny c th nh hng ti vic la chn chin thut sau ny)?
Nhn vin ca bn
Nhm quan tm / ng h
Bo ch
Chnh xc
Nu bn ang mun "ni chuyn" vi khch hng (hay bn ang mun ni chuyn vi cng chng
ni chung nu nh bn lm trong khu vc nh nc), hy c gng ht sc chia nh v pht hin
ta tng i tng ring bit mt.
C th bn chia theo nhn khu hc, c th theo mc quan tm hoc theo thi quen mua sm
trc , bn c th chia theo bt k cch no m bn cm thy ph hp, nhng ng bao gi a
ra nhng cm t chung chung nh "cng chng", "khch hng" nh l mt nhm cng chng mc
tiu.
Thu hp mt cch cn thn phn khc khch hng mc tiu s gip bn tm c cc chin thut d
dng hn trong phn tip theo. V d, nu bn mong mun tip cn nhm cng chng l nhng cp
v chng trung nin c con, chc chn bn s phi s dng cc chin thut khc so vi vic bn
mun tip cn vi i tng nam gii tr trung hoc hc sinh trung hc.
Cng nh vi hai cm t "khch hng" v "cng chng" chung chung nh ni trn, ng bao
gi gi chung l "bo ch" m phi chia nh ra thnh tng nhm bo ch trng tm. Hy xem li phn
tng quan v mi trng (bn thy l tng phn ca k hoch truyn thng c mi quan h cht
ch vi nhau nh th no cha?) v xem xem nhng ai / t bo no vit v vn ca bn.
Tip theo, vic phn chia cc nhm khch hng mc tiu mt cch cn thn cng s gip bn xc
nh ng nhm bo ch trng tm. Bn phi chc chn l khch hng mc tiu v bo ch mc tiu
phi n khp vi nhau.
Nu bn nhm ti nhm i tng l blogger hoc cc cng ng online, hy ngh tht cn thn. Bn
xc nh c v tm c mi lin h vi cc blogger quan trng v cng ng quan trng lin
quan ti lnh vc ca mnh ri ng khng? iu c ngha l bn cng bit ai quan tm ti
chng trnh ca bn v ai s l ngi hp th c cch tip cn ca bn.
Mc d cc "review" tch cc trn th gii blog tht l li hi, nhng cc blogger cng rt d phn
nn mt cch cng khai nu nh h khng hi lng, iu ny d dng hn nhiu so vi bo ch, cc
nh bo thng cn trng hn v t trc tip hn so vi cc blogger.
D on
Xc nh nhm cng chng mc tiu c bit quan trng i vi thnh cng ca chin lc truyn
thng ca bn. Nhm cng chng ch lp ch trng hoc khng chnh xc s dn ti vic khng
tp trung, truyn thng khng hiu qu. Ngc li, xc nh tt cc nhm cng chng mc tiu s
gip bn xy dng c cc thng ip v chin thut ph hp gip bn t c mc tiu ca
mnh.
Trong k hoch m bn vit, phn tuyn b l phn kh ngn gn. Hiu qu nht th y chnh l
phn tng kt ngn gn v y nht ca ton b k hoch v nhng g bn ang lm v v sao
bn li lm nhng vic .
Tng kt
Phc tho (cc) tuyn b ca bn mt cch t nhin. ng quan tm ti "thng ip: hay l "chin
thut" vo lc ny, vic sau.
Bn hon thin phn ln cng vic trong phn ny, ng "sng to li bnh xe", mt cng thit k
ra nhng g c sn ri, ch cn rt ra cc ni dung t nhng phn tch trc y ca bn. Vit
phn ny nh l mt tng kt ngn gn, sc tch v nhng g bn vit cho n thi im ny.
n gin
Trung thc
Ph hp vi mc tiu ca bn
Bn ang lm g v ti sao
Ngn gn
Nhng g s thay i
S d hiu hn cho mi ngi nu nh bn cho h thy t nhiu bi cnh v nhng g bn ang lm.
Bn ang nhn i s tin ln cho mt chng trnh ca chnh ph? Hay bn ang sn xut mt sn
phm tt hn sn phm trc ti 50%?
Lin h ti mc tiu ca bn
Bn ang c gng nng cao nhn thc ca cng chng v mt sn phm? Bn ang c gng lm cho
mi ngi thay i thi ? C th bn ang c gng xc nh mt vn gy bt ng no .
Hy chc chn l bn khng i theo hng b qu nhng l do khin bn lm tt c nhng vic ny.
S rt d ri vo tnh trng ny nu bn khng cn thn.
C ngi th thch vit mt lot thng ip chnh cho tng k hoch truyn thng sau s dng
tng thng ip cho tng mc ch. C ngi th li thch vit ra mt lot cc thng ip chnh cho
tng i tng cng chng mc tiu.
Theo Dave Fleet, ng thch cch nhn vo tng i tng mc tiu vit ra cc thng ip ph hp
vi nhu cu ca h.
HIN
"K hoch ch thc s c ngha khi n c thc hin c th mt cch n lc." -- Peter Drucker
Chia giai on
Chin lc
Bn cng phi c li phn bi cnh v tng quan mi trng. Bn c cn phi nng cao nhn thc
ca cng chng v vn ca bn trc khi bn a ra tuyn b ca mnh khng?
Nu bn thc hin tng bc trong vic lp k hoch truyn thng ny mt cch chnh xc, th ti lc
ny, bn thn k hoch s gip bn thc hin phn ny. Vi vic xy dng cc chin thut phn
cui ca k hoch truyn thng ny, s gip bn p mnh xem xt k v k hoch ca bn t mi gc
. iu ny cng ng ngha vi vic gip bn trnh c vic "default" (mc nh) trong u mt
thng co bo ch no m bn c ngh l ph hp nhng thc ra li khng, hay mt s kin bo
ch no m bn khng h cn nhc k xem n c thc s cn thit cho ton b k hoch khng.
Lnh hi
Phi chc chn l bn gi tn c ton b cng chng ca mnh. Kim tra i kim tra li xem
bn c b qua mt nhm cng chng quan trng no khng.
Mt b quyt kh hu ch l: to mt bng lit k ton b danh sch cng chng mc tiu (bn tri)
v cc chin thut bn xut thanh ngang. Hy nh du chin thut no ph hp cho nhm
cng chng no. Nhng phi nh l mi nhm cng chng phi c nh du t nht hai hoc ba
chin thut.
Chin thut 1 Chin thut 2 Chin thut 3 Chin thut 4 Chin thut 5
Cng chng 1 x x X
Cng chng 2 X X X
Cng chng 3 x x x
Cng chng 4 x x X
Cng chng 5 x x X
Di y l mt vi chin thut bn c th s dng cho cc giai on khc nhau lin quan n tuyn
b. Mt s chin thut trong danh sch di y c th yu cu mt k hoch ring thc hin n:
Din vn
Brochure, t ri
White paper
Quan h vi blogger
Trong khung c bn ca mt k hoch truyn thng, phn qun l cc ri ro tim n thng xut
hin di dng cu hi Q&A nh l phn hi p bn thng chun b cho cc cuc hp bo hoc
cho cc s kin.
Chun b phn Q&A ny s gip bn gii quyt cc vn pht sinh d dng hn theo logic hiu bit:
Q: X l g?
A: Cu tr li ca chng ti l...
Pht hin vn
Ci g ang thay i?
c li tt c cc phn trong bn k hoch ca mnh, t bi cnh, tng quan, c bit l phn phn
tch cc i tng lin quan, trong khi tm cch tr li cc cu hi ny. Bn s tm thy rt nhiu cu
tr li . Bn cng nn tm ti cc chuyn gia v vn ca bn, trong lnh vc ca bn, nhng
ngi c lin quan cht ch ti chng trnh ca bn, hi xem h ngh g.
Gim thiu ri ro
Nhiu khi mt bng Q&A thng thng l c th gii quyt c cc ri ro ca bn. Nhng trong rt
nhiu trng hp, bn cn phi xem li cc phn trong k hoch ca mnh (chin lc, thng ip,
cng chng, chin thut...) v iu chnh. Trong mt s trng hp khc, nhng g bn cn lm th
mt chin dch truyn thng cha hn gii quyt c, m bn cn phi tham vn cc chuyn gia
v lnh vc v a ra cc vn nh h gii quyt trc khi bn a ra tuyn b ca mnh.
Cho d bn rt ngi ngh n tin nong, th tht khng may l ngay c k hoch truyn thng s lc
nht cng bao gm phn ny. Trong bn k hoch truyn thng dnh cho doanh nghip, phn ny
phi thc hin ht sc chi tit.
Catharine Montgomery ng khi ch ra rng bn cn phi lun nh trong u v khon ngn sch
m bn c trong sut qu trnh vit bn k hoch cng nh xut cc hot ng tng ng. Trong
phn ny, bn s a ra mc chi ph ph hp cho cc xut bn trn ca bn.
Rt nhiu yu t cn cn nhc
Nu bn chn chin lc tip cn th ng, low-profile, ngn sch cho k hoch ca bn s kh thp
bi v phn ln cng vic ca bn lin quan ti vit lch, vn bn. Tuy nhin, nu bn chn chin
lc ch ng, high-profile, ngn sch ca bn c th s cao chng mt.
V d, mt chng trnh m Dave Fleet thc hin vo u nm 2008 va qua, cc hng mc chi ph
bao gm:
- T chc mt s kin bo ch
- nh sng, sn khu, m thanh, thit k, t chc a im
- Sn xut v bin tp video ti ch
- Ti liu bo ch:
Thng co bo ch
Ti liu k thut
T vn truyn thng
- Cc ti liu khc
Bi bo vit sn
Q&A cho bo ch
B-roll video
Li chi tit
Nhiu trng hp bn phi xut vi phng n tip cn cho k hoch ca bn. V d, bn s phi
a ra c ba phng n low, medium v high-profile trong xut ca mnh. Nu nh vy, hy m
bo l bn cng phi xut chi ph tng ng cho tng phng n.
Ngun ngn sch cho bn n t u? N c ph hp vi ngn sch nh trc cho truyn thng
khng hay n vt mc cn thit? Nu vy th bn cn phi c thng qua nhng g na c
duyt ngn sch ny?
y l phn cui cng trong k hoch truyn thng ca bn. Bn sp c th th pho c ri.
Trc khi lm phn ny, bn nht thit phi c li cc phn tch v mc tiu ca bn (bn bit phi
o lng ci g).
C rt nhiu l do:
Nhu cu truyn thng lin tc, nhanh chng y chng ta ti ch cha thc hin xong chin
dch ny lo chin dch khc.
Mc ch ca bn
Vi chin lc tip cn high-profile, bn s phi tri qua kh nhiu giai on ca tuyn b (trc,
trong v sau nh ni trn), bn s phi nh gi da trn cc giai on ny, trong cc chin
lc khc, n c th c phm vi nh hn.
Cc giai on nh gi
Nu bn chia giai on thc hin, bn cng phi chia giai on nh gi. Cng vi vic em li
nhng kt qu ng kinh ngc, vic chia giai on ny c th gip bn thc hin nhng vic ph hp
nu nh cc hot ng trc khng em li c kt qu nh mong mun.
Di y l mt s thc o bn c th s dng.
Nhng t bo no a tin? a tin trang no, phn no? Cng chng ca h l ai?
H c ly li thng ip ca bn khng?
Ging iu ca bo ch nh th no?
Cc nh bo hi/ni iu g?
Mc quan trng
Tin hnh cc nghin cu / kho st th trng trc, sau (thm ch trong khi) bn ang
thc hin truyn thng v ch ra c s ci thin v ch s, v d i vi thi ca cng
chng.
Gi th bn c mt k hoch hon chnh. Mi hai phn logic vi nhau trong mt k hoch truyn
thng.
Hy c gng thc hin mi hai phn ny. Xc lp mt nn tng vng chc thng qua cc phn tch
bi cnh mt cch k lng, ci nhn bao qut v tng quan mi trng, v tt c cc i tng lin
quan c th b tc ng bi chng trnh ca bn. Nhng phn u tin nu lm tt s em n cho
bn ci nhn su sc, gi tr, bn pht trin cc phn tip theo.
S khng c mt k hoch truyn thng "hon ho" no. y chnh l th thch cho ngi lm
truyn thng. Tng k hoch li rt khc nhau, thm ch, nh ni bi u tin, n cn ty thuc
c vo phong cch ca ngi vit. Tuy nhin, nu bn suy ngh cn thn trong qu trnh thc hin
tng phn ca k hoch, bn s c mt k hoch rt tt, tha mn c cch tip cn ca bn v
cng tha mn ngi ph duyt k hoch ca bn.
Thng tin trong lot bi v xy dng k hoch truyn thng ny l tng hp nghin cu, tham kho
k hoch truyn thng ca Dave Fleet, I&Dea, ODI, Mind Tools, v rt nhiu ngun khc.