Public relations revision

Phương Nhi
1. Standing from the Academic’s perspectives, define and explain the definition of
public relations
- Define: From an academic’s perspective, public relations is a distinctive management
function which helps establish and maintain mutual lines of communication, understanding,
acceptance and cooperation, between an organization and its public.

- Explain: In practice, public relations specialists solve problems, manage issues, and
promote an organization's reputation. They enable management to understand the public's
opinions, issues, and expectations to respond effectively and proactively. Public relations
promotes awareness and helps organisations meet expectations. This ethical dimension
highlights transparency, honesty, and accountability in all conversations and relationships.
Organisations adapt to PR. PR specialists inform management about new trends, challenges,
and opportunities and assist them create effective solutions. Public relations relies on
research and ethics. Public relations experts study target audiences' concerns. This
knowledge guides stakeholder-friendly communication.

- Example: In a real case example of doing PR, let's consider the well-known business
"Tesla Inc." During a safety concern involving their electric vehicles, Tesla proactively
engaged in public relations efforts. The company promptly addressed the issue by issuing a
transparent statement, providing regular updates to the media, and offering a solution to
affected customers. Through effective crisis management, Tesla demonstrated their
commitment to consumer safety and maintained trust among their customer base.

2. Criticizing the importance of PR to an organization.

Public Relations (PR) is essential to online reputation and marketing. PR helps brands
overcome challenges by targeting messaging to the correct audience. However, it is essential
to acknowledge that certain criticisms can be made regarding its importance.
- Brand Credibility: Trust is essential for corporate success, and PR helps establish
credibility by increasing a company's reputation within its industry.. Thought leadership,
influencer ties, and networking boost credibility. While PR can help enhance an
organization's brand credibility, it is not the sole factor in determining it. Other elements,
such as product quality, customer service, and customer experiences, also contribute
significantly to brand credibility. Merely relying on PR without addressing these other
factors may not lead to long-term brand trust.
- Profits, Sales, and Leads: PR efforts can potentially increase profits, sales, and leads by
improving brand visibility and reputation. But it's important to know that PR alone might not
be enough to promise these results. Profitability and sales are also affected by things like the
market, the competitive landscape, price, and the quality of the product. So, PR can help, but
it shouldn't be seen as a magic bullet for all problems related to gaining revenue.
- Shaping Public Perception: PR certainly plays a role in shaping public opinion and
influencing people's perceptions. However, it is essential to recognise that shaping someone's
mind is a complex process influenced by a variety of factors, such as personal beliefs, prior
experiences, and emotional attachments. PR alone may not be enough to change profoundly
ingrained opinions or convince everyone to change their perspectives.
 - Online Presence: PR efforts can unquestionably enhance a company's online presence,
particularly via media coverage, social media engagement, and content marketing.
Nonetheless, it is essential to recognise that online presence is only one component of a
comprehensive digital marketing strategy. Other factors, such as search engine optimisation
(SEO), paid advertising, and user experience, also considerably contribute to online visibility
and success.
- Boosting traffic: When media coverage generates interest and attracts visitors to a
company's online platforms, PR campaigns can contribute to an increase in website traffic.
However, relying solely on PR to generate traffic may limit the potential reach. To maximise
their reach and attract a larger audience, businesses should consider implementing a variety
of marketing strategies, such as SEO, content marketing, social media advertising, and
influencer partnerships.
In conclusion, PR should be seen as an important tool within a broad marketing strategy,
rather than a standalone solution for all organizational challenges.
3. Explain the task environment in public relations, criticizing and evaluating the
impact, relationship of the linkage.
The task environment in public relations refers to the external factors and stakeholders that
have a direct impact on the operations and the effectiveness of PR efforts. These factors may
consist of media outlets, government agencies, industry associations, consumers,
competitors, and other pertinent stakeholders. According to their relationship with the
organisation, these entities can be classified into various categories of linkages.

The enabling and functional linkages are the most important for an organization to maintain
long-term success. The enabling linkages are dominant stakeholders by definition, because
groups such as stockholders and regulatory agencies have power over the organization and their
interests are usually legitimate. If the issue affecting enabling stakeholders is urgent, then they
become definitive stakeholders and would be given the highest priority.

Functional input linkages, such as employees, suppliers, and unions, have a legitimate claim on
the organization and high levels of involvement. They are economically dependent on the
organization, and as such, the power resides primarily with the organization. Therefore, the
organization has a moral and legal responsibility to those stakeholders that also increases their
priority. The relationship of employees is also critical to the effectiveness and efficiency of the
organization.

Functional output stakeholders consume what the organization produces, and include consumers,
distributors, and retailers. Companies know that long-term customer relations are necessary for
financial success. Because these stakeholders have power, legitimacy, and economic influence,
any issue that imminently affects their relationship gives them a high priority. consumers and
employees are considered mixed blessing stakeholders because they can be supportive or non-
supportive depending on the actions of the organization.

Normative linkages, such as competitors, have little direct power over the organization, but are
considered a non-supportive threat by Savage, et al. Most organizations devise ways to eliminate
competition rather than foster positive relations. The only time competitors become important for
cooperative purposes is when the industry is facing an issue with economic or regulatory impact,
in which the peer organizations develop a contingency-compatible relationship until the issue is
resolved. For example, chemical manufacturers may rally together to fight increased
environmental standards that would damage their profitability.

Diffused stakeholders are the most problematic, because they do not have direct relationships
with the organizations. Because these stakeholders are reactive to organizational actions, they are
harder to predict and recognize. Diffused stakeholders are usually situational and their
relationship is temporary. These stakeholders do not have a lot of power over the organization,
and their legitimacy is sometimes suspect. If they also have a legitimate concern, they become
dependent stakeholders and rise in priority. Because they lack the power and direct influence of
other stakeholders, diffused stakeholders will attempt to affect the organization by working
through members of the enabling or functional linkages.

In these cases, the diffused stakeholders can shift from dependent stakeholders to definitive
stakeholders by forming coalitions with other powerful and legitimate groups, namely the
enabling and functional linkages. Activist groups ask consumers to boycott products, or NGO’s
ask government to increase regulations to prevent certain activities. Because of the appeal
process of the diffused stakeholders, these groups can move quickly from latent to definitive
stakeholders. For this reason, there is a need for further research on network analysis with these
stakeholders. The author recognizes the importance of understanding the networks of the
stakeholders to verify the third-party involvement of other key groups, but that analysis goes
beyond the scope of this paper.

To sum up, the enabling and functional linkages have the greatest priority as stakeholders
because their power/dependency/influence relationship is frequent and critical to the regular
operations of the organization. Normative linkages, as competitors, are constantly on the mind of
the organization, but not as groups that have a stake in the operations of the organization. This
only changes when the industry or profession is faced with a crisis that requires cooperative
effort. The diffused linkages do not require as much attention and have a lesser priority, except
when they react to an organization’s action or policy. Urgency is the variable that increases the
priority of any of these stakeholders. However, this method of prioritizing does not answer the
question of who will become the active group in urgent situations.

- Enabling linkages: identify stakeholders who have some control and authority over the
organization, such as stockholders, board of directors, governmental legislators and
regulators, etc. These stakeholders enable an organization to have the resources and
autonomy to operate. When enabling relationships falter, the resources can be withdrawn
and the autonomy of the organization restricted.

*Stockholders: Stockholders and investors play an essential role as they have a financial stake
in the company. Their investments provide the capital necessary for the organisation to
operate and facilitate its growth. It is essential to establish effective PR communication with
stockholders in order to preserve their trust in the organisation and protect their investments.
For instance, Stockholders have invested significantly in a publicly traded technology
company. Through annual reports and investor relations, the PR team connects with
stockholders. PR team develops trust attracts investors and improves the company's finances.
 However, negative exposure can damage stockholder trust and investor confidence,
threatening the company's finances. PR team must swiftly address the concerns, provide
transparent information, and restore stockholder confidence to prevent declining stock prices
and maintain the organization's financial stability.
*Government regulators: Government regulators impact the business by enforcing regulations
and policies. Regulators offer licences to organisations, making engagement essential. PR
plays a significant part in establishing positive relationships with regulators through accurate
information sharing, addressing concerns, and showcasing compliance. For instance,
Government regulators in the food industry enforce safety standards, ensuring that food
products meet quality requirements. Their oversight enhances consumer trust, promotes
public health, and fosters a level playing field for businesses.
*Boards of directors: supervise and lead organisations to success. PR specialists keep boards of
directors informed, handle issues, and seek their approval for major decisions. PR
professionals and boards collaborate to make informed decisions and support organisational
efforts.

- Functional linkages are those that are essential to the organization's function and are
divided into input functions that provide labour and resources to create products or services
(such as employees and suppliers) and output functions that consume the products or
services (such as customers and retailers).

Input functions:

Employees: Employees are an important part of the growth of an organisation. PR focuses

on internal communication to keep workers informed, interested, and motivated. For
example, a company might use internal newsletters, intranet platforms, and meetings to
share company news, promote organisational culture, recognise employee successes, and get
feedback.

Suppliers: Suppliers provide the products and services necessary for the operation of a
business. To obtain timely and high-quality supplies, it is essential to maintain positive
relationships with suppliers. PR efforts may centre on communicating with suppliers,
promoting openness, and ensuring fair trade. For example, a company may use social media,
influencers, and public events to showcase new products, answer customer queries, and
discuss the benefits and features of the products and services it sells. In order to acquire their
trust and support, a business may inform its suppliers of its commitments, such as payment
costs and perks.

Output functions:

Consumers, as the end users of a company's products or services, are the primary target of
public relations (PR) efforts. By implementing successful PR campaigns, businesses can
establish positive relationships with consumers, cultivate brand loyalty, and increase
sales.For instance, A PR campaign for a hospitality company generates positive customer
reviews, improves brand reputation, and boosts bookings and revenue. Through strategic
messaging, personalized customer interactions, and online promotions, the campaign
successfully enhances customer satisfaction, attracts new guests, and drives business growth.
 - Normative linkages are associations or groups with which the organization has a common
interest. Stakeholders in the normative linkage share similar values, goals or problems and
often include competitors that belong to industrial or professional associations.

Association: an association refers to a formal organization or group comprised of individuals

or companies within a specific industry or professional field. These associations serve as
platforms for networking, knowledge sharing, collaboration, and advocacy on behalf of their
members. They play a significant role in shaping the business environment, influencing
industry standards, and fostering cooperation among stakeholders in the industry. Example:
A technology company actively participates in industry associations, attending conferences,
and networking with fellow professionals. This engagement allows the company to stay
updated on industry trends, collaborate on research and development projects, and establish
valuable connections for potential partnerships and business opportunities.

Political groups: Political groups can influence the task environment by altering company
and industry policies and regulations. They push for legislation, mobilise public support, and
influence decision-making. Their actions can affect an industry's strategies, operations, and
business climate. Example: A political advocacy group campaigns for renewable energy
policies, influencing the task environment by advocating for clean energy initiatives,
lobbying for supportive legislation, and raising awareness about the environmental and
economic benefits of renewable energy sources.

- Diffused linkages are the most difficult to identify because they include stakeholders who
do not have frequent interaction with the organization, but become involved based on the
actions of the organization. These are the publics that often arise in times of a crisis. This
linkage includes the media, the community, activists, and other special interest groups.

Environmentalists: They raise awareness of environmental issues, advocate conservation,

and push for stronger laws on the polluting industry. Their activity can change consumer
preferences, public opinion, and business practises to address environmental challenges.
This can affect business strategies, product development, and operations to ensure
environmental responsibility. Example: Environmentalists protest a proposed oil pipeline
and promote alternative energy. Their involvement sparks debate, changes government
policy, and inspires firms to invest in renewable energy.

Media: The media, including journalists, news outlets, and media organizations, has the
power to shape public opinion and influence how an organization is perceived through its
coverage. Therefore, maintaining positive relationships with the media is crucial for PR
professionals, as the way the media portrays the organization can have a significant impact
on how the public perceives it. Example: A PR team actively connects with media
professionals, giving accurate and timely information about the organization's activities,
achievements, and good initiatives. The media covers the organization's humanitarian
contributions and sustainability efforts, boosting its reputation and public image.

Community Residents: Community residents refer to individuals who reside in the vicinity
where an organization operates. Establishing positive relationships with the community is
essential for the organization's functioning and garnering community support. Example: a local
restaurant hosting regular community events and supporting local initiatives. By organizing
events such as fundraisers or partnering with local organizations, the restaurant builds a positive
relationship with community residents. This involvement fosters a sense of community, increases
customer loyalty, and generates support for the restaurant's business.
4. Organization tends to face 4 stages of economic, define 4 stages and suggest the
activities involve during the stages
There are 4 stages of economics: startup, growth, maturity and decline
1) The startup stage, which is also called the early stage or launch phase, is the first part of
an organization's life when it is setting up its operations and position in the market. During
this time, PR activities are meant to raise awareness, build credibility, and connect with key
stakeholders. Some ideas for PR efforts for new businesses are:
Face-to-Face Interactions: Engage in face-to-face activities such as networking meetings,
presentations, and social events to connect with potential investors, partners, and customers.
These interactions help build personal relationships and convey the organization's mission
and vision.
Printed Materials: Develop informative and visually appealing printed materials like
brochures and business cards. These materials can be distributed at events, meetings, or trade
shows to provide concise information about the organization and its offerings.
Website and Social Media: Website and Social Media: Make a website that is interesting
and easy to use that shows off the goods, services, and unique value proposition of the
organisation. Use social media platforms to build an online profile, share updates, interact
with the target audience, and build a community of followers.
Media Relations: Develop and distribute press releases to announce significant milestones,
product launches, or industry innovations. Organize press conferences or media briefings to
present the organization's story, expertise, and market differentiators to journalists and media
representatives.
2) The growth stage is the second phase of organizational development. During this stage,
the organization experiences rapid expansion, increasing sales, and market penetration. The
growth stage is characterized by a focus on scaling operations, expanding the customer base,
and maximizing profitability.
Merchandising & Joint Promotions: Create branded items and collaborate with other
companies to reach more customers.
Media Relations:
Press Releases: Write captivating press releases to inform journalists and share company
developments.
Press conferences: Announce key developments and interact with journalists.
Exclusive Features: Partner with media outlets for exclusive coverage and brand influence.
Internal Communication:
Briefings: Hold frequent company updates.
Emails: Use email for critical news and updates.
Noticeboards: Display important information on noticeboards.
3) The maturity stage: An organization's growth stabilises and matures throughout the
maturity stage of the economic cycle. The company has established itself in the market,
therefore the attention switches to maintaining market share, maximising profitability, and
retaining customers. It has a more predictable market environment.
 Corporate Social Responsibility (CSR) Initiatives: Promote staff volunteering and
community projects to show the company's social responsibility and give back. These
campaigns boost awareness and improve the organization's reputation.
Investor Relations: Communicate with shareholders to attract investment and trust.
Maintaining investor relations requires regular updates, shareholder meetings, and
transparent financial reporting.
Government Lobbying: Engage in government lobbying efforts to address relevant issues
and advocate for policies that align with the organization's interests. This can involve
communicating with policymakers, participating in industry associations, and engaging in
public affairs activities.

 Internal communication:
 Establish intranet or internal portals for internal communication.
 Employee newsletters: Create regular newsletters highlighting news and achievements.

4) The Decline stage: The organization's performance, market share, and competitiveness
begin to decline during the decline stage. The organisation experiences declining sales,
outmoded products, and rising competition during this stage. Profitability declines in the
decline period, necessitating strategy changes.
This stage may involve reputation management and restructuring. PR actions during decline
may include:
Crisis Management: Creating an effective crisis management plan; updating crisis
communication protocols and risk evaluations.; Establishing a crisis communication team
and training employees.
Mergers and Acquisitions:
Exploring potential partnerships, collaborations, or acquisitions to revitalize the business.
Conducting thorough due diligence on potential partners or acquisition targets.
Engaging in negotiations and finalizing agreements to integrate or merge with other
organizations.
Internal Communication: Informing staff of the company's difficulties and strategies
through transparent communication.
To address complaints and obtain input, holding regular town hall meetings, employee
forums, or virtual conferences.
Allowing workers to offer improvements.
Marketing communication: Maintaining loyal and satisfied customers through customer
retention programmes.
Improving connections with important suppliers and addressing their problems.
To foster consumer loyalty and repeat business, offering rewards or discounts.

5. Based on the traditional communication approach model, criticize those stages

The traditional communication approach consists of four stages: research, planning,

communication, and appraisal. While these stages provide a structured framework for
organizations, they have both positive and negative aspects.

The research stage The research stage in traditional communication has pros and cons. On the
plus side, it helps organisations gather data for communication planning. Understanding the
target audience, creating communication goals, and assessing past communication efforts are
accomplished during this stage. However, the research stage can be resource-intensive and time-
consuming, potentially leading to delays in communication initiatives. There is also a risk of
relying on outdated or biased data, and it may overlook the importance of continuous market
research and real-time feedback for adapting communication strategies.
The planning stage in traditional communication has benefits and drawbacks. On the bright
side, it lets organisations create a thorough communication strategy with clear goals, important
themes, and relevant media. Communication is unified at this point. However, overusing
assumptions and generalisations may impede planning. It's hard to anticipate all possible events,
and the inflexible planning process may hinder adaptability. The planning step may not
completely account communication's dynamic character, forcing organisations to be agile and
flexible.
The communication stage in traditional communication includes both positive and negative
aspects. Positively, it allows organisations to target and deliver their messages through several
channels and platforms. Organisations can communicate critical messages, reach their audience,
and build stakeholder connections during this stage. Noise, interruptions, and information
overload can cause misinterpretation and unintended results during the communication stage.
The traditional approach may not emphasise two-way communication, actively listening to
feedback, and promoting conversation with stakeholders, reducing the communication process's
efficacy.
The appraise stage in the traditional communication approach has positive and negative aspects.
On the positive side, it allows organizations to collect feedback, assess the success of their
communication efforts, and make necessary improvements. This stage enables the measurement
of communication impact, identification of areas for enhancement, and the refinement of future
communication strategies. However, the appraise stage may encounter limitations in gathering
feedback, such as a lack of comprehensive responses or biased perspectives. It can be
challenging to capture feedback from diverse stakeholders, and there may be a lack of effective
mechanisms for collecting and analyzing feedback.

6. Criticize the communication model and suggest what is the noise

The communication model provides a structured framework for understanding the process of
communication and its key components. It highlights the importance of elements like sender,
message, channel, receiver, and feedback, which are essential for effective communication. By
considering these factors, organizations can improve their communication strategies, ensure
message clarity, and enhance overall communication effectiveness. While the communication
model provides a useful way to understand the basic elements involved in communication, it has
some limitations and can be subject to various forms of noise.

The communication model simplifies the intricacies of real-world communication, failing to

fully consider the influence of cultural differences, individual perspectives, and power dynamics
on the communication process. It adopts a linear and unidirectional perspective, disregarding the
interactive and fluid nature of many communication exchanges. Furthermore, the model
overlooks the significance of nonverbal cues, emotions, and contextual factors in accurately
comprehending and interpreting messages.
Furthermore, the communication model fails to sufficiently address the concept of noise, which
refers to any disturbances or changes that can affect how a message is sent or received. Noise can
manifest in diverse forms, including physical noise (e.g., background noise, poor audio quality),
semantic noise (e.g., language barriers), psychological noise (e.g., emotional states or
distractions), cultural noise (e.g., differences in values or communication norms), and
technological noise (e.g., problems with devices, poor internet connectivity).

7. Who might need to use the media for publics communication, criticize the entities.
Each entity has its own motivations and objectives for using the media, but there are also
potential criticisms associated with their use of the media for public communication.

Governments: Governments frequently use the media to communicate policies, initiatives,

and vital information to the general public. However, there may be concerns and opposition
when the media is used for propagandistic purposes or to manipulate the public's perceptions.

Organisations: Organisations use media outlets to promote their products, services, and brand
reputation. Although this can be a successful marketing strategy, there are concerns about
their transparency, ethical behaviour, and product quality.

Non-profit organisations: frequently rely on media platforms to inform the public about
social issues and gain support for their missions. However, there may be concerns if these
organisations are perceived as sensationalising or exaggerating problems in order to gain
attention or funding.

Educational institutions make use of media to share knowledge, engage students, and
communicate research findings. However, there may be criticism surrounding the accuracy
and reliability of the information that is presented.

Customers: Individuals are increasingly becoming media producers in the digital age, using
social media platforms to communicate with the public. While this allows diverse voices and
perspectives to be heard, it may be criticised when individuals spread false information,
indulge in cyberbullying, or invade the privacy of others.

Journalists play an important part in the dissemination of information and informing the
public. On occasion, however, sensationalism is prioritised over veracity in their reporting.
Additionally, biases can influence their coverage, and there are concerns about the lack of
fact-checking. There is concern that some journalists place a greater emphasis on attracting
more viewers or higher ratings than on upholding their responsibility to provide trustworthy
and accountable journalism.

Celebrities have significant influence and utilise the media to convey their opinions and
communicate with the public. However, they may be criticised if they prioritise self-
promotion or personal interests over engaging in meaningful and substantive conversations.
Whistleblowers play an essential role in exposing misconduct and bringing attention to
significant issues. However, their claims may be criticised in terms of their veracity, possible
biases, or the motivations underlying their public disclosures.
8. Explaining the roles and important of media relations

Roles of media relations:

Media relations in public relations help organisations communicate with the media.
Media relations professionals choose the most effective channels for message distribution
based on topic and weight. They make sure newspapers, magazines, TV, radio, and
online platforms cover the organization's news and essential messaging.
One important aspect of media relations is to present issues in a way that is easy to
understand and attractive to media professionals. By crafting compelling and newsworthy
stories, media relations practitioners aim to capture the attention of journalists and
editors, increasing the likelihood of coverage. This involves packaging information in a
format that is concise, engaging, and relevant to the target audience.
Engaging with media channels is also a key responsibility of media relations
professionals. They build relationships with journalists, reporters, and editors from
various media outlets. These positive relationships can result in increased media coverage
and more favorable portrayals of the organization or its initiatives. By establishing strong
connections with the media, media relations professionals can enhance the organization's
visibility, credibility, and reputation.
Overall, media relations manages information between an organisation and the media to
successfully transmit messages to the public. To maximise media exposure and meet
communication goals, it involves identifying the correct channels, presenting information
attractively, and maintaining connections with media professionals.

Importance of media relations:

Media relations play an important role for businesses and individuals for various reasons.
First, paid advertising is less credible and influential than media relations-generated news
coverage. News and features give a third-party endorsement, which boosts reputation and
audience confidence. This can improve brand perception and increase audience size
without expensive advertising initiatives.
Secondly, media relations often proves to be a cost-effective communication strategy
compared to advertising While advertising involves substantial expenses, securing media
coverage through effective media relations efforts can be achieved at a lower cost. This
allows organizations and individuals to maximize their reach and exposure while
optimizing their budget allocation.
Additionally, media relations shape and improve brand reputation. An organisation or
person's credibility and visibility can increase when a respectable media outlet highlights
them positively. This positive relationship with reliable media sources strengthens brand
identification and increases brand recognition and customer loyalty.
Lastly, media relations offers the advantage of building long-term relationships with
journalists and media professionals. Organisations and people can profit from future
media coverage and exposure by keeping in touch and building constructive relationships.
These contacts can lead to interviews, expert opinions, and thought leadership roles,
further establishing the organisation or individual as a credible source in their sector.

9. Evaluating certain channels that can be apply for media

Print Media: Newspapers and magazines provide thorough coverage and are trusted by
many readers, helping organisations build credibility. However, the declining readership
of print publications is a concern, and the news may be slower compared to other media
channels. Additionally, print media lacks the visual and interactive elements that can
enhance engagement with the audience.
Broadcast Media: Television and radio can reach a big audience rapidly and use visuals
to enhance a story. Organisations can gain substantial exposure. However, there is less
control over the final story, limited slots for coverage, and media coverage might be
difficult due to competition.
Online Media: Online media, such as news websites and online publications, have the
advantage of reaching a wide audience instantly and utilizing videos and interactive
elements to enhance storytelling. It also allows for audience engagement through
comments and social sharing. However, the online space is highly competitive, attention
spans are short, and organizations need to find ways to stand out among other online
content.
Social Media: Facebook, Twitter, and Instagram allow organisations to directly engage
with their audiences and create relationships. The big user base allows for wide reach and
visibility. However, organisations face enormous competition for attention, algorithms
can alter visibility, and harsh comments or backlash might arise.
Press Releases and Media Kits:
Press releases and media kits provide a formal and organized way of communicating with
the media. They can reach multiple outlets and provide essential background information.
However, customization for journalists may be limited, there is a risk of press release
fatigue, and the effectiveness depends on the journalists' interest in the story.
Media Interviews:
Media interviews offer the opportunity for organizations to share their expertise and
control the messaging. Building relationships with journalists can also be beneficial.
However, there is less control over the final story, unexpected questions may arise, and
organizations need well-prepared spokespeople to deliver their messages effectively.
Press Conferences: Press conferences allow for direct interaction with multiple journalists
and can efficiently convey big announcements. It has the potential for immediate media
coverage and attention. However, organizations have less control over the narrative as
journalists interpret and select what to cover. The success of a press conference also
depends on journalists' attendance and the level of interest.
Industry Events and Conferences: Participating in industry events and conferences
provides networking opportunities, targeted audience engagement, and the potential for
media coverage. However, there are costs involved in attending or organizing these
events, media interest may vary depending on the event's relevance, and organizations
often face competition for attention from other participants.

Influencer Partnerships: Collaborating with influencers can help organizations reach

targeted audiences and leverage the influencers' credibility and following. It can also
bring an authentic promotion of products or services. However, finding suitable
influencers that align with organizational values, managing potential high costs, and
ensuring a genuine connection can be challenging.
10. Consumer relations is important and by understanding the path to purchase of
customers, explain.
Consumer relations help companies identify and meet client needs. Organisations may
strategically engage clients and optimise marketing efforts by understanding their
purchasing route.
1. Campaign activity: At the beginning of the path to purchase, organizations must
create awareness among potential customers through campaign activities. These activities
may include promotional events, advertising campaigns, or press releases to promote
products, services, or events. Example: A new smartphone company launches a series of
online and offline advertising campaigns to create awareness about their latest flagship
device, highlighting its advanced features and competitive pricing.
2. The key message to successful communication to the target audience:
Communicating clearly and effectively to the target audience is essential to successful
purchase communication. Customers actively seek information, compare options, and
evaluate different products or services. To effectively communicate, organizations need
to conduct thorough market research, refine their messaging, and target specific interested
groups. By refining their messages and targeting the right audience segments,
organizations can effectively raise awareness among potential customers and differentiate
themselves from competitors. Example: A sustainable clothing brand communicates its
key message of eco-friendly practices and ethical sourcing to its target audience through
various channels, emphasizing the importance of conscious fashion choices.
3. Improve awareness for the target audience and contact third parties:
Influencers, media outlets, and industry experts can help organisations raise target
audience awareness. Organisations can launch press releases, get media attention, and use
their networks to promote their products and services by contacting these third parties.
Customer feedback and reviews can also improve products and establish trust. Example:
A health food startup conducts extensive research on the benefits of their organic
products, collaborates with fitness influencers to spread the word about their offerings,
and secures press coverage in health and wellness magazines.
4. Change in attitude: As customers progress along the path to purchase, their attitudes
and considerations may change. Factors such as price, quality, and brand reputation
become more influential in their decision-making process. Organisations must adapt their
marketing strategy to these changes. Organisations may attract clients and stand out in a
crowded market by promoting their brands and distinctive value propositions. Product
events, exhibitions, and sponsorships can demonstrate the company's strengths and
develop reputation. Example: A luxury car manufacturer focuses on raising brand
recognition and highlights the exceptional craftsmanship, cutting-edge technology, and
exclusive features of their vehicles through high-profile product launch events,
sponsorships of prestigious events, and collaborations with renowned designers.
5. Buying products and services: The final stage of the path to purchase is when
customers make their buying decisions. At this point, companies should prioritise customer
service. This includes providing personalised support and quickly addressing post-purchase
enquiries. Organisations may establish trust, loyalty, and positive word-of-mouth by
prioritising customer happiness and fulfilling commitments. Example: An e-commerce
company provides a user-friendly website, offers multiple payment options, and ensures
 prompt and reliable delivery services to provide an excellent customer experience that
builds loyalty and encourages repeat purchases.

11. Criticizing the reason why “consumer is the blood of business” and evaluating the
importance of consumer relations

The phrase "consumer is the lifeblood of business" shows how important customers are
to the growth and survival of a business. Consumers are the main source of income,
giving a business the revenue it needs to stay in business and grow. Their buying choices
and feedback give businesses valuable market information that helps them change and
meet customer needs. Satisfied consumers become loyal customers who contribute to a
company's reputation and growth through repeat purchases and positive word-of-mouth
recommendations. Understanding what customers want and need gives businesses a
competitive edge, allowing them to make new products and come up with personalised
marketing plans. Strong ties with customers help a business grow by bringing in new
customers and moving into new markets. “consumer is the blood of business” emphasises
the importance of customers in producing sales and revenue, yet it may oversimplify the
complicated interplay between firms and consumers.First, the statement may overlook the
importance of other stakeholders, such as suppliers, employees, and investors, who help a
business succeed. Consumers are important, but corporate sustainability depends on
stakeholders.
Consumer relations are important for many reasons:
Grabbing people's attention and moving them to action: Building strong relationships
with consumers allows businesses to capture their attention, communicate their value
proposition effectively, and motivate them to take action, such as making a purchase or
engaging with the brand.
Reputation: Positive customer relations boost a company's reputation. consumers who
have favourable experiences and consider an organisation as trustworthy, reliable, and
customer-centric are more likely to become loyal advocates and promote it to others,
boosting its reputation and recruiting new consumers.
Expanding the customer base: Consumer relations can contribute to business growth and
expansion. Satisfied customers are more likely to become repeat customers and provide
referrals, which can lead to an increased customer base. Additionally, maintaining strong
relationships with existing customers can lead to upselling and cross-selling
opportunities, further driving business growth.
12. What is internal communication and important of internal communication?
Internal communication is the vertical and/or horizontal exchange of information within
an organisation, which enables effective communication between members and
departments while aligning everyone towards shared goals. It serves multiple essential
functions. Internal communication is essential for influencing employee knowledge,
attitudes, and behaviours. By ensuring that essential information reaches all members,
internal communication promotes consistency and cohesion in the workplace by aligning
their attitudes and behaviours with the organization's objectives. Second, it plays a crucial
role in fostering trust and establishing credibility within the organisation. Enhancing
employee morale, loyalty, and commitment, clear and timely communication fosters faith
in leadership and the organisation as a whole. In addition, internal communication
 promotes organisational transparency by providing regular updates and sharing pertinent
information. This transparency fosters a sense of inclusion and participation, enabling
employees to make informed decisions and contribute to the organization's success in an
effective manner.
13. Explain top down and bottom up communication and give example about the source
of information those models tend to exchange
Within an organisation, top-down communication refers to the flow of information from
upper levels of authority or management to lower levels. It follows an organisational
structure in which leaders or administrators distribute information, decisions, and
directives to employees or subordinates. Typically, this mode of communication is used
for conveying instructions, distributing company policies, proclaiming goals or
objectives, and providing feedback or performance evaluations.
Examples of sources of information in top-down communication include:
CEO or President: The CEO or president of a company provides strategic direction,
goals, and initiatives for the organization.
Managers or Supervisors: Managers and supervisors communicate specific tasks,
deadlines, and expectations to their respective teams.
Department Heads: Department heads share updates, reports, and performance metrics
related to their specific departments.
Human Resources: The HR department communicates policies, procedures, benefits
information, and employee-related matters.
In contrast, bottom-up communication describes the exchange of information from lower
to higher levels of an organisation. It enables employees or subordinates to present their
ideas, suggestions, feedback, and concerns to superiors. This mode of communication
promotes employee participation, collaboration, and engagement, thereby allowing their
perspectives to influence decision-making processes.
Examples of sources of information in bottom-up communication include:
Employees: Employees share their suggestions, proposals, and feedback on various
aspects of the organization, such as processes, products, or workplace improvements.
Teams and Workgroups: Cross-functional teams or workgroups exchange information,
ideas, and updates related to their specific projects or tasks.
Employee Surveys: Surveys or feedback mechanisms are used to collect input from
employees on their experiences, opinions, and suggestions.
Employee Representatives: Representatives or union leaders act as sources of information
by voicing the concerns and feedback of the employees to management.
14. Evaluating the techniques for internal communication
Internal communication helps organisations engage, coordinate, and collaborate.
Employee communication is improved using several methods. House journals or
magazines, intranets, e-zines, management conferences, briefing groups, noticeboards,
employee annual reports, and management journals/magazines are examples. Each
method has pros and downsides, so comparing them helps companies choose the best one
for internal communication.
House journal or magazine: This print publication can provide in-depth coverage of
organisational news, updates, and employee experiences. It enables the development of a
sense of community. Nevertheless, it may have a prolonged production schedule and less
interactivity than digital channels.
 Intranet: An internal website accessible to employees, the intranet offers a centralized
platform for sharing information, documents, and resources. It can facilitate collaboration
and provide real-time updates. However, it requires employees to actively visit the
platform, and engagement may vary.
E-zines: Digital newsletters or magazines sent via email, e-zines allow for quick
distribution of updates, announcements, and relevant articles. They are easily accessible
and can incorporate multimedia elements. However, they may face challenges with email
overload and capturing employees' attention.
Management conferences: These in-person or virtual conferences bring leaders and
employees together for strategic discussions, presentations, and networking. They
provide opportunities for face-to-face interactions and alignment. However, they can be
resource-intensive and limited to specific groups or locations.
Briefing groups: Small group meetings led by managers or executives, briefing groups
foster open discussions and allow for direct communication. They encourage employee
participation and provide a platform for feedback. However, they may not reach all
employees, especially in large organizations.
Noticeboards: Physical or digital noticeboards in common areas display important
announcements, updates, and reminders. They offer a simple and visible means of
communication. However, they rely on employees actively checking and reading the
notices.
Employee annual report: This report communicates the organization's achievements,
goals, and financial performance to employees. It enhances transparency and reinforces
the sense of belonging. However, it may be a one-way communication without immediate
employee input.
Management journal/magazine: Similar to a house journal, a management journal or
magazine focuses on leadership topics, industry trends, and strategic insights. It helps
align managers and leaders and provides a platform for knowledge sharing. However, it
may have limited reach beyond management roles.
15. Explain the cost of crisis
Management distraction: During a crisis, senior management and key decision-makers
are often consumed by the crisis itself. This distraction can result in a reduced focus on
day-to-day operations, strategic planning, and other essential functions. As a result, the
crisis can lead to inefficiencies, missed opportunities, and decreased productivity, all of
which can have financial implications for the organization.

Labor concern: Crises can cause significant concerns among employees, such as job, life,
and well-being. If employees feel uncertain or insecure about their future with the
organization, it can lead to decreased morale, increased turnover, and decreased
productivity. The costs associated with recruiting, training, and retaining new employees
can be substantial.

Political backlash: Depending on the nature of the crisis and its impact on society, there
may be political repercussions. Governments and regulatory bodies might respond with
increased scrutiny, new regulations, or stricter enforcement, all of which can result in
additional compliance costs and operational changes for the organization.
 Legal actions: Crises often lead to legal consequences, including lawsuits and legal
settlements. Legal actions can incur significant expenses, including legal fees, fines,
compensation payments, and damage awards. These costs can have a direct impact on the
organization's financials and even threaten its viability in severe cases.

Consumer reactions: Crises can erode consumer trust and confidence in a company,
leading to a decline in sales, market share, and customer loyalty. Negative consumer
reactions, such as boycotts or a shift to competitors, can result in reduced revenue and
market value. Restoring consumer trust and rebuilding a positive brand image can be a
lengthy and costly process.

Market confidence: Crises can shake investor confidence, leading to a decline in the
organization's stock price and market capitalization. A loss in market confidence can
make it more challenging to raise capital, attract investors, or execute strategic initiatives.
Shareholder value can be significantly affected, and the cost of capital may increase.

Reputation damage: One of the most significant costs of a crisis is the damage to an
organization's reputation. A tarnished reputation can lead to long-term consequences,
including difficulty in attracting customers, partners, and top talent. Reputation damage
can also impact relationships with suppliers, lenders, and other stakeholders, resulting in
higher costs and limited opportunities.
16. When speaking to the media, define some key points as a spokesperson.
As a spokesperson representing an organization when engaging with the media, there are
several key points to consider in order to effectively convey the desired message. One
crucial aspect is demonstrating concern. This involves acknowledging the importance of the
media's inquiries and showing genuine empathy towards their concerns or questions. By
displaying a genuine interest in addressing these concerns, the spokesperson can foster a
sense of trust and openness with the media, enhancing the overall communication process.
Another essential point is maintaining clarity in the delivery of information. It is important to
articulate the organization's messages in a clear and concise manner, avoiding technical
jargon or complex terminology that could confuse or alienate the audience. Clear
communication ensures that the intended message is understood by both the media and the
wider public, facilitating accurate reporting and minimizing the risk of misinterpretation.
Control over the conversation is another key factor for a spokesperson. This involves guiding
the discussion and staying on the message, ensuring that the organization's core points are
effectively conveyed. By exerting control, the spokesperson can address potential
distractions or attempts to steer the conversation off-topic, ensuring that the primary
message is delivered with clarity and focus.
Confidence plays an important role in successful media interactions. It is important for a
spokesperson to exude confidence through their body language, tone of voice, and overall
demeanor. Confidence instills trust in the audience and the media, reinforcing the credibility
of the organization and its messages. A confident spokesperson is more likely to effectively
convey the organization's perspective and positively influence public perception
Lastly, competence is fundamental for a spokesperson. This refers to the deep understanding
and knowledge of the subject matter being discussed. A competent spokesperson is well-
prepared, possesses in-depth knowledge of the organization, its values, and its initiatives. By
demonstrating expertise, the spokesperson can effectively address complex questions,
provide accurate information, and project credibility, thus earning the trust and respect of the
media and the public.
Contact information:
ST.319 Entertainment
Address: 2/3A Nguyen Thi Minh Khai Street, Da Kao Ward, District 1, Ho Chi Minh City,
Vietnam
Telephone: 0931638558
Email: work@st319.vn
Website: www.st319.vn
[FOR IMMEDIATE RELEASE]
July 2nd, 2023

AMEE Releases "Seventeen," an entertaining musical journey through

the highs and lows of youth

Ho Chi Minh City, Vietnam, on July 2nd, 2023 - ST.319 Entertainment, a top entertainment
label, is excited to finally reveal the release date for AMEE's second album, "Seventeen." An
emotional journey through the exciting teenage years is in store for listeners. One of the year's
most important and talked-about V-pop albums, "Seventeen" is now available in both physical
and digital forms.

At a press conference on July 1st in the afternoon, "Seventeen" was released to the public for the
first time. Reputable media outlets and music industry experts were there, as were AMEE's
friends and colleagues such as Producer Aidan Nguyen, Suni Ha Linh, GreyD, Bray, etc.
inducing a state of heightened expectation and excitement.

Positive energy and extraordinary emotions characterize the youthful spirit, and "Seventeen" is
an illustration of it. This album reflects the spirit of those young adults through its meticulous
production, which features a fresh, cheerful tone. Each song has a soft, wistful quality that makes
it easy to recall back the joys and sorrows, the hopes and disappointments, of this special time in
our lives.

The album opens with the energizing single "Hey," which is an opening to listeners on a musical
journey full of new experiences and boundless passion. Thinking of senior year, "Catch a
Glimpse" and "Realise" capture the innocent and sincere feelings of a young girl who recognizes
she has a crush on a boy.

The heartfelt ballad "BFFs" demonstrates AMEE's talent for evoking profound feelings by
delving into the depths of longing. This song has introspective lyrics and heartfelt melodies that
delve into the depths of friendship and the emotions that bind best friends together. As a
celebration of the vivid memories made in adolescence, "BFFs" also recalls wild and carefree
times from school days in the past.
"Prom Night" and "Why Not," are two of the album's best songs. "Prom Night" takes us into the
sparkling scene of the senior prom. These songs capture the spirit of young people, who take joy
in their desire for perfection and who work tirelessly to make an indelible mark on the person
they admire. On the other hand, "Why Not" is a story about young people who have the courage
to express their actual thoughts and emotions.
Concluding the poignant journey of "Seventeen," the album's final tracks, "Pure" and "Together,"
offer serene and tender ballads that gently wrap up the story of adolescence. With their soothing
melodies and heartfelt lyrics, AMEE's heartfelt performances remind us of the pure affection
experienced during this transformative period. These songs resonate with listeners and remind
them of a promise to continue the journey together with their beloved friends.
Tiên Cookie, a well-known songwriter, praised AMEE and her team for their hard work and
passion, saying, "Making an album is not an easy task; it takes real love for music and passion."
Amee gives her whole heart to every trip she takes. AMEE's album might inspire other artists to
make albums that are as well-made as hers.”

The album "Seventeen" will be available in both physical and digital formats. The physical
version, mostly a soft pastel pink, comes with many beautiful things, like CDs, a photobook, a
photocard, a Polaroid, a postcard, stickers, and a heartfelt handwritten thank-you note from
AMEE. Starting on July 2nd, 2023, for the price of 1.000.000 VND, fans can buy the album on
the official ST.319 Entertainment website. The digital edition is already available on leading
international music platforms, including Apple Music, Spotify, Youtube, etc.

About us:
ST.319 Entertainment, headquartered in Ho Chi Minh City, Vietnam, is an influential
entertainment company known for producing and promoting top-tier music and entertainment
content. Our commitment to excellence and our roster of exceptionally talented artists have
positioned us at the forefront of the Vpop scene, solidifying our reputation as a powerhouse in
the industry.

As AMEE's musical journey continues to captivate audiences, stay tuned for more exciting
projects from ST.319 Entertainment. With our constant push for innovation and our commitment
to bringing the best of Vietnamese music to the world stage, the company remains dedicated to
raising the bar and pushing the boundaries of Vietnamese entertainment.
For the latest updates and news, please visit the official ST.319 Entertainment website at
www.st319ent.vn.
Contact information:
ST.319 Entertainment
Address: 2/3A Nguyen Thi Minh Khai Street, Da Kao Ward, District 1, Ho Chi Minh City,
Vietnam
Telephone: 0931638558
Email: work@st319.vn
Website: www.st319.vn

Speech: Opening the album release event – “Seventeen”

Presenter: Singer Amee

Ladies and gentlemen,

To my honored guests, esteemed journalists, and my beloved fans,

We are at the beginning of a great musical journey tonight in this special place. I hope you are
as excited as I am to hear my second album, "Seventeen."

As I gaze into this sea of faces, I am reminded of the immense power that lies within our shared
experiences. Each one of us has walked the path of youth, where dreams take flight and emotions
dance like the flickering flames of a bonfire. The album "Seventeen" is an ode to those tender
years, a testament to the joys, the tears, and the lasting memories that shape us into the
individuals we are today.

In a world that often races forward, where time becomes an elusive muse, "Seventeen" beckons
us to pause, reflect, and reconnect with the vibrant spirit of our youth. From the very first note,
"Seventeen” invite us to go on a journey of youth. It is a collection of melodies that capture the
enchantment of first love, the triumphs of self-discovery, and the bittersweet goodbyes that mark
the end of an era. The album opens with the energizing single "Hey," which is an opening to
listeners on a musical journey full of new experiences and boundless passion. Thinking of senior
year, "Catch a Glimpse" and "Realise" capture the innocent and sincere feelings of a young girl
who recognizes she has a crush on someone. The heartfelt ballad "BFFs” has introspective lyrics
and heartfelt melodies that delve into the depths of friendship and the emotions that bind best
friends together. As a celebration of the vivid memories made in adolescence, "BFFs" also
recalls wild and carefree times from school days in the past. "Prom Night" and "Why Not," are
two of the album's best songs. "Prom Night" takes us into the sparkling scene of the senior prom.
These songs capture the spirit of young people, who take joy in their desire for perfection and
who try so hard to leave an impression on the person they admire. On the other hand, "Why
Not" is a story about young people who have the courage to express their actual thoughts and
emotions. Concluding the poignant journey of "Seventeen," the album's final tracks, "Pure" and
"Together," offer serene and tender ballads that gently wrap up the story of adolescence.
Tonight, I stand in front of you not just as an artist, but as a storyteller, and a memories saver.
With "Seventeen," I have poured my heart and soul into every lyric, every chord, and every
moment. This record is the result of a lot of hard work and long hours in the studio. It has
melodies that go beyond words and get to the heart of what it means to be a teenager.

I'm very grateful to Producer Masew, Rapper Bray, and Songwriter LyLy for joining me on this
creative trip. The songs on "Seventeen" came to life because of your endless creativity,
permanent support, and tireless effort. They are now full of natural feelings that will touch hearts
all over the world. Together, we have created a symphony of honesty, openness, and sincerity.

But none of this would be possible without the love and support of my incredible fans. You are
the spark that lights the fire inside me and keeps me going on my artistic journey. I'm on this
stage tonight because of your dedication, fire, and unwavering faith in my talent. As a thank-you
for your unwavering support, I'm giving you this album as a representation of my deep thanks.

"Seventeen" is more than just an album; it is a celebration of the youth's strength, courage, and
ability to keep going no matter what. It's a lesson that we all have the power to dream, to go
against the norm, and to make our own lives. So, my dear friends, as we start this musical
journey together, let the sounds of "Seventeen" wash over you and light a fire in your hearts. Let
its harmony be the background to your own stories and the soundtrack to your victories and
struggles. May this record remind you of the beauty and strength of youth, as well as the
unbreakable strength that lives in all of us.

In closing, I would like to express my deepest gratitude to every one of you for gracing this event
with your presence. I am humbled and honored to share this music with you, and I am excited to
see where this journey takes us.

Together, let us embark on this melodic journey, hand in hand, as we paint the canvas of our
lives with the bright color of "Seventeen." May this album become a symbol of hope, a source of
inspiration, and a reminder that within each one of us, there is a timeless spirit that forever
yearns to be heard.
Thank you, and may the melodies of "Seventeen" resonate with you.