{"id":3848,"date":"2019-11-16T16:53:56","date_gmt":"2019-11-16T09:53:56","guid":{"rendered":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/?p=3848"},"modified":"2022-10-15T22:47:46","modified_gmt":"2022-10-15T15:47:46","slug":"lam-the-nao-de-tang-suc-thuyet-phuc-cho-pr-pitch","status":"publish","type":"post","link":"https:\/\/bizuni.vn\/kien-thuc-quan-tri\/lam-the-nao-de-tang-suc-thuyet-phuc-cho-pr-pitch\/","title":{"rendered":"L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u0103ng s\u1ee9c thuy\u1ebft ph\u1ee5c cho PR pitch"},"content":{"rendered":"

Ba b\u01b0\u1edbc d\u01b0\u1edbi \u0111\u00e2y s\u1ebd gi\u00fap b\u1ea1n t\u1ea1o n\u00ean b\u01b0\u1edbc \u0111\u1ed9t ph\u00e1 trong PR.<\/span><\/strong><\/p>\n

Deborah A. Geiger<\/strong> – CEO c\u1ee7a Geiger Communications, Inc.<\/em><\/p>\n

T\u1ea7m nh\u00ecn th\u01b0\u1eddng ch\u00ednh l\u00e0 y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean s\u1ef1 th\u00e0nh c\u00f4ng ho\u1eb7c th\u1ea5t b\u1ea1i \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p nh\u1ecf, c\u00e1c t\u1eadp \u0111o\u00e0n v\u00e0 c\u1ea3 doanh nh\u00e2n. T\u00f4i th\u00edch podcast c\u1ee7a NPR, nh\u1ea5t l\u00e0 How I Built This. <\/em>Ch\u00fang k\u1ec3 l\u1ea1i chi ti\u1ebft nh\u1eefng c\u00e2u chuy\u1ec7n ph\u00eda sau s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c nh\u00e0 s\u00e1ng l\u1eadp. C\u00f3 m\u1ed9t \u0111i\u1ec1u ch\u00fa \u00fd l\u00e0 t\u1ea5t c\u1ea3 h\u1ecd \u0111\u1ec1u \u0111\u00e3 c\u00f3 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c PR \u0111\u1ed9t ph\u00e1. Ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u1ee7a 1-800-GOT-JUNK \u0111\u00e3 li\u00ean l\u1ea1c v\u1edbi m\u1ed9t t\u1edd b\u00e1o \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 \u0111\u01b0a \u0111\u01b0\u1ee3c c\u00e2u chuy\u1ec7n l\u1ea1 k\u1ef3 v\u1ec1 c\u00f4ng ty c\u1ee7a \u00f4ng l\u00ean trang nh\u1ea5t c\u1ee7a t\u1edd b\u00e1o. Ch\u00ednh \u0111i\u1ec1u n\u00e0y \u0111\u00e3 khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi bi\u1ebft t\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a \u00f4ng m\u1ed9t c\u00e1ch r\u1ed9ng r\u00e3i. \u00a0Ngh\u1ec7 s\u0129 trang \u0111i\u1ec3m v\u00e0 doanh nh\u00e2n Bobbi Brown \u0111\u00e3 k\u1ec3 r\u1eb1ng kho\u1ea3nh kh\u1eafc \u0111\u1ed9t ph\u00e1 nh\u1ea5t c\u1ee7a c\u00f4 l\u00e0 c\u00e2u chuy\u1ec7n c\u1ee7a c\u00f4 l\u00ean t\u1ea1p ch\u00ed Vogue. B\u1ea5t k\u1ef3 doanh nh\u00e2n ho\u1eb7c ch\u1ee7 doanh nghi\u1ec7p n\u00e0o c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng PR \u0111\u1ec3 t\u1ea1o l\u1ee3i th\u1ebf cho m\u00ecnh n\u1ebfu h\u1ecd bi\u1ebft c\u00e1ch t\u1ea1o ra m\u1ed9t b\u00e0i\u00a0 pitch \u0111\u1ea7y s\u1ee9c thuy\u1ebft ph\u1ee5c v\u00e0 c\u00f3 \u00fd ngh\u0129a. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 ba b\u01b0\u1edbc \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 th\u1ef1c hi\u1ec7n n\u00f3.<\/span><\/p>\n

1.Gi\u1edbi thi\u1ec7u b\u1ea3n th\u00e2n<\/span><\/strong><\/p>\n

C\u00e1c ph\u00f3ng vi\u00ean mu\u1ed1n bi\u1ebft r\u1eb1ng b\u1ea1n th\u1eadt s\u1ef1 l\u00e0 m\u1ed9t chuy\u00ean gia, v\u00ec v\u1eady h\u00e3y t\u1ea1o ra c\u00e1c t\u00e0i li\u1ec7u n\u1ec1n t\u1ea3ng \u0111\u1ec3 ph\u00e1c th\u1ea3o kinh nghi\u1ec7n, ho\u00e0n c\u1ea3nh v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a b\u1ea1n. B\u1eaft \u0111\u1ea7u v\u1edbi ti\u1ec3u s\u1eed. Bao g\u1ed3m t\u00ean c\u1ee7a b\u1ea1n, n\u1ec1n t\u1ea3ng chuy\u00ean m\u00f4n, kinh nghi\u1ec7m, gi\u00e1o d\u1ee5c v\u00e0 c\u00e2u chuy\u1ec7n v\u00e0o \u0111\u1eddi c\u1ee7a b\u1ea1n. V\u00ed d\u1ee5, t\u00f4i t\u1eebng l\u00e0m vi\u1ec7c v\u1edbi m\u1ed9t c\u00f4ng ty gi\u1ea3m n\u1ee3 (debt-relief company)<\/strong> v\u00e0 ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u1ee7a c\u00f4ng n\u00e0y t\u1eebng ph\u1ea3i v\u1eadt l\u1ed9n v\u1edbi n\u1ee3 n\u1ea7n. Ch\u00ednh \u0111i\u1ec1u n\u00e0y \u0111\u00e3 cho \u00f4ng \u00fd t\u01b0\u1edfng \u0111\u1ec3 b\u1eaft \u0111\u1ea7u c\u00f4ng vi\u1ec7c kinh doanh c\u1ee7a m\u00ecnh. M\u00e0u s\u1eafc c\u00e1 nh\u00e2n c\u00f3 th\u1ec3 l\u00e0m cho c\u00e2u chuy\u1ec7n tr\u1edf n\u00ean s\u1ed1ng \u0111\u1ed9ng h\u01a1n.<\/span><\/p>\n

\"\"<\/p>\n

2.Tin t\u1ee9c c\u1ee7a b\u1ea1n c\u1ee7a b\u1ea1n ph\u1ea3i c\u00f3 b\u1ed1i c\u1ea3nh c\u1ee5 th\u1ec3<\/span><\/strong><\/p>\n

Vi\u1ebft m\u1ed9t b\u00e0i PR pitch thuy\u1ebft ph\u1ee5c c\u00f3 ngh\u0129a l\u00e0 \u0111\u1eb7t tin t\u1ee9c c\u1ee7a b\u1ea1n trong b\u1ed1i c\u1ea3nh \u0111\u1ecba l\u00fd, l\u1ecbch s\u1eed v\u00e0 ng\u00e0nh \u0111\u1ec3 khi\u1ebfn cho doanh nghi\u1ec7p v\u00e0 c\u00f4ng vi\u1ec7c c\u1ee7a b\u1ea1n tr\u1edf n\u00ean n\u1ed5i b\u1eadt. Thay v\u00ec vi\u1ebft b\u1ea1n r\u1eb1ng b\u1ea1n \u0111\u00e3 m\u1edf m\u1ed9t c\u00f4ng ty lu\u1eadt, h\u00e3y vi\u1ebft r\u1eb1ng b\u1ea1n \u0111\u00e3 m\u1edf c\u00f4ng ty lu\u1eadt \u0111\u1ea7u ti\u00ean t\u1ea1i \u0111\u1ecba ph\u01b0\u01a1ng cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5 v\u1ec1 quy\u1ec1n chuy\u1ec3n \u0111\u1ed5i (trans right). Nh\u1eefng th\u1ee9 nh\u01b0 \u201c\u0111\u1ea7u ti\u00ean\u201d, \u201cl\u1edbn nh\u1ea5t\u201d, \u201cb\u1ec1n v\u1eefng nh\u1ea5t\u201d l\u00e0 y\u1ebfu t\u1ed1 khi\u1ebfn c\u00e2u chuy\u1ec7n c\u1ee7a b\u1ea1n tr\u1edf n\u00ean \u0111\u1ed9c \u0111\u00e1o v\u00e0 \u0111\u00e1ng tin c\u1eady h\u01a1n. Gi\u1ea3 s\u1eed b\u1ea1n v\u1eeba ra m\u1eaft m\u1ed9t \u1ee9ng d\u1ee5ng \u0111\u1eb7t b\u00e0n nh\u00e0 h\u00e0ng m\u1edbi, b\u1ea1n c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u n\u00f3 l\u00e0 ti\u1ebfn b\u1ed9 c\u00f4ng ngh\u1ec7 l\u1edbn nh\u1ea5t trong kh\u00f4ng gian \u1ea9m th\u1ef1c trong v\u00f2ng 50 n\u0103m. H\u00e3y th\u1ef1c hi\u1ec7n m\u1ed9t ph\u00e2n t\u00edch c\u1ea1nh tranh v\u00e0 l\u00e0m n\u1ed5i b\u1eadt c\u00e1c t\u00ednh n\u0103ng v\u00e0 l\u1ee3i \u00edch ch\u00ednh l\u00e0m cho b\u1ea1n tr\u1edf n\u00ean \u0111\u1ed9c nh\u1ea5t v\u00f4 nh\u1ecb.<\/span><\/p>\n

3.Xem x\u00e9t chu k\u1ef3 tin t\u1ee9c<\/span><\/strong><\/p>\n

B\u1ea1n c\u1ea7n ch\u00fa \u00fd \u0111\u1ebfn chu k\u1ef3 tin t\u1ee9c v\u00e0 bi\u1ebft khi n\u00e0o th\u00ec n\u00ean vi\u1ebft PR pitch v\u00e0 g\u1eedi cho ph\u00f3ng vi\u00ean. Tin t\u1ed1t l\u00e0 ta c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c kh\u00e1 nhi\u1ec1u v\u1ec1 chu k\u1ef3 tin t\u1ee9c. H\u00e3y ngh\u0129 v\u1ec1 nh\u1eefng ng\u00e0y l\u1ec5, nh\u1eefng c\u00e2u chuy\u1ec7n th\u00fa v\u1ecb v\u00e0 nh\u1eefng ch\u1ee7 \u0111\u1ec1 ti\u00eau bi\u1ec3u c\u1ee7a con ng\u01b0\u1eddi. N\u1ebfu b\u1ea1n l\u00e0 m\u1ed9t chuy\u00ean gia ti\u1ebfp th\u1ecb, b\u1ea1n c\u00f3 th\u1ec3 cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 xu h\u01b0\u1edbng b\u00e1n h\u00e0ng v\u00e0o Back Friday ho\u1eb7c m\u00f9a l\u1ec5. N\u1ebfu c\u00f3 m\u1ed9t c\u00e2u chuy\u1ec7n n\u00e0o \u0111\u00f3 \u0111ang g\u00e2y s\u1ed1t, b\u1ea1n c\u00f3 th\u1ec3 d\u00f9ng n\u00f3 l\u00e0m t\u00e0i li\u1ec7u \u0111\u1ec3 ph\u00e2n t\u00edch. H\u00e3y n\u1eafm b\u1eaft m\u1ed9t s\u1ef1 ki\u1ec7n n\u00e0o \u0111\u00f3 v\u00e0 ti\u1ebfp c\u1eadn v\u1edbi nh\u1eefng ph\u00f3ng vi\u00ean \u0111\u00e3 \u0111\u01b0a tin, ho\u1eb7c c\u00f3 kh\u1ea3 n\u0103ng \u0111\u01b0a tin v\u1ec1 s\u1ef1 ki\u1ec7n \u0111\u00f3. Lu\u00f4n gi\u1eef th\u00f4ng tin li\u00ean l\u1ea1c c\u1ee7a b\u1ea1n h\u1eefu \u00edch v\u00e0 t\u00edch c\u1ef1c, v\u00e0 h\u00e3y \u0111\u1ec1 ngh\u1ecb tr\u1edf th\u00e0nh m\u1ed9t ngu\u1ed3n chuy\u00ean gia cho c\u00e1c c\u00e2u chuy\u1ec7n trong t\u01b0\u01a1ng lai.<\/span><\/p>\n

C\u00e1c b\u00e0i pitch PR t\u1ed1t nh\u1ea5t l\u00e0 nh\u1eefng b\u00e0i c\u1ef1c k\u1ef3 r\u00f5 r\u00e0ng v\u1ec1 vi\u1ec7c b\u1ea1n l\u00e0 ai, b\u1ea1n l\u00e0m g\u00ec v\u00e0 l\u00e0m th\u1ebf n\u00e0o b\u1ea1n c\u00f3 th\u1ec3 gi\u00fap \u0111\u1ee1 ng\u01b0\u1eddi kh\u00e1c, b\u1ea1n ch\u1eafc ch\u1eafn s\u1ebd t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c. \u0110\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi mu\u1ed1n c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng l\u1ee3i \u00edch t\u1eeb PR nh\u01b0ng l\u1ea1i thi\u1ebfu th\u1eddi gian cho quan h\u1ec7 truy\u1ec1n th\u00f4ng, h\u00e3y tranh th\u1ee7 s\u1ef1 gi\u00fap \u0111\u1ee1 c\u1ee7a m\u1ed9t chuy\u00ean gia c\u00f3 tr\u00ecnh \u0111\u1ed9. \u0110\u00e2y th\u01b0\u1eddng l\u00e0 c\u00e1ch nhanh nh\u1ea5t \u0111\u1ec3 lan t\u1ecfa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 h\u1ed7 tr\u1ee3 c\u00e1c m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb v\u00e0 b\u00e1n h\u00e0ng. \u00c1p d\u1ee5ng nh\u1eefng h\u01b0\u1edbng d\u1eabn tr\u00ean \u0111\u00e2y c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n t\u1ea1o ra b\u01b0\u1edbc \u0111\u1ed9t ph\u00e1 cho m\u00ecnh.<\/span><\/p>\n

www.entrepreneur.com<\/span><\/strong><\/p>\n

C\u00e1c kh\u00f3a h\u1ecdc c\u00f9ng ch\u1ee7 \u0111\u1ec1<\/span><\/strong><\/em><\/p>\n

M\u1eddi b\u1ea1n tham kh\u1ea3o:<\/p>\n

DIGITAL MARKETING D\u00c0NH CHO CH\u1ee6 DOANH NGHI\u1ec6P, CEO V\u00c0 STARTUP<\/a><\/strong><\/span> (GV: Greg Gottfried<\/a><\/strong><\/span>)<\/p>\n