{"id":606,"date":"2026-08-26T14:46:26","date_gmt":"2026-08-26T07:46:26","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/courses\/new-course\/lessons\/lesson-1-1-phan-tich-boi-canh-va-doc-hieu-communication-brief\/"},"modified":"2026-08-26T23:34:33","modified_gmt":"2026-08-26T16:34:33","slug":"lesson-1-1-phan-tich-boi-canh-va-doc-hieu-communication-brief","status":"publish","type":"lesson","link":"https:\/\/dykhoa.com\/blog\/courses\/xay-dung-ke-hoach-truyen-thong-theo-campaign-framework\/lessons\/lesson-1-1-phan-tich-boi-canh-va-doc-hieu-communication-brief\/","title":{"rendered":"Lesson 1.1: Ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh v\u00e0 \u0111\u1ecdc hi\u1ec3u Communication Brief"},"content":{"rendered":"<h4 dir=\"ltr\">M\u1ee5c ti\u00eau b\u00e0i h\u1ecdc<\/h4>\n<p dir=\"ltr\">Sau khi ho\u00e0n th\u00e0nh b\u00e0i h\u1ecdc n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3:<\/p>\n<ul dir=\"ltr\">\n<li>Gi\u1ea3i th\u00edch \u0111\u01b0\u1ee3c v\u00ec sao ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh (landscape analysis) l\u00e0 b\u01b0\u1edbc b\u1eaft bu\u1ed9c tr\u01b0\u1edbc khi l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng<\/li>\n<li>Li\u1ec7t k\u00ea v\u00e0 \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c c\u00e1c nh\u00f3m n\u1ed9i dung c\u1ea7n ph\u00e2n t\u00edch: m\u00f4i tr\u01b0\u1eddng v\u0129 m\u00f4, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau<\/li>\n<li>Nh\u1eadn di\u1ec7n \u0111\u01b0\u1ee3c c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u ph\u1ed5 bi\u1ebfn \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u b\u1ed1i c\u1ea3nh<\/li>\n<li>Tr\u00ecnh b\u00e0y \u0111\u01b0\u1ee3c c\u1ea5u tr\u00fac m\u1ed9t Communication Brief v\u00e0 bi\u1ebft c\u00e1ch \u0111\u1ecdc, ph\u1ea3n h\u1ed3i brief t\u1eeb client<\/li>\n<\/ul>\n<h4 dir=\"ltr\">1. V\u00ec sao ph\u1ea3i ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh tr\u01b0\u1edbc khi l\u1eadp k\u1ebf ho\u1ea1ch<\/h4>\n<p dir=\"ltr\">M\u1ed9t l\u1ed7i ph\u1ed5 bi\u1ebfn c\u1ee7a ng\u01b0\u1eddi m\u1edbi l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng l\u00e0 b\u1eaft \u0111\u1ea7u t\u1eeb \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o: ngh\u0129 ra m\u1ed9t big idea h\u1ea5p d\u1eabn r\u1ed3i m\u1edbi quay l\u1ea1i &#8220;l\u1eafp&#8221; m\u1ee5c ti\u00eau v\u00e0 s\u1ed1 li\u1ec7u cho kh\u1edbp. Quy tr\u00ecnh chuy\u00ean nghi\u1ec7p \u0111i theo h\u01b0\u1edbng ng\u01b0\u1ee3c l\u1ea1i: m\u1ecdi quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u1ea3i b\u1eaft ngu\u1ed3n t\u1eeb d\u1eef li\u1ec7u v\u1ec1 b\u1ed1i c\u1ea3nh.<\/p>\n<p dir=\"ltr\">Institute for Public Relations (IPR) khuy\u1ebfn ngh\u1ecb ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng ti\u1ebfp c\u1eadn theo tinh th\u1ea7n &#8220;clean slate&#8221; &#8211; b\u1eaft \u0111\u1ea7u v\u1edbi m\u1ed9t trang gi\u1ea5y tr\u1eafng, kh\u00f4ng c\u00f3 m\u1ee5c ti\u00eau \u0111\u1ecbnh s\u1eb5n, kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh tr\u01b0\u1edbc, kh\u00f4ng c\u00f3 k\u1ebft qu\u1ea3 mong mu\u1ed1n c\u00e0i s\u1eb5n trong \u0111\u1ea7u (Weiner, 2021). Ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh kh\u1edfi \u0111\u1ea7u b\u1eb1ng vi\u1ec7c nh\u00ecn l\u1ea1i m\u1ed9t c\u00e1ch kh\u00e1ch quan: hi\u1ec7u qu\u1ea3 truy\u1ec1n th\u00f4ng trong qu\u00e1 kh\u1ee9, v\u1ecb th\u1ebf so v\u1edbi \u0111\u1ed1i th\u1ee7, v\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 m\u00f4i tr\u01b0\u1eddng \u0111ang t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn t\u1ed5 ch\u1ee9c.<\/p>\n<p dir=\"ltr\">Theo IPR, c\u00f3 s\u00e1u l\u00fd do \u0111\u1ec3 ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh (Weiner, 2021):<\/p>\n<ol dir=\"ltr\">\n<li>\u0110\u00e1nh gi\u00e1 \u0111\u1ed9ng th\u00e1i c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111\u1ec3 hi\u1ec7u ch\u1ec9nh \u0111\u1ecbnh v\u1ecb hi\u1ec7n t\u1ea1i<\/li>\n<li>N\u1eafm b\u1eaft ho\u1ea1t \u0111\u1ed9ng qu\u1ea3n l\u00fd nh\u00e0 n\u01b0\u1edbc, ph\u00e1p l\u00fd c\u00f3 kh\u1ea3 n\u0103ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ed5 ch\u1ee9c<\/li>\n<li>Hi\u1ec3u c\u00e1c xu h\u01b0\u1edbng x\u00e3 h\u1ed9i v\u00e0 v\u0103n ho\u00e1 \u0111\u1ec3 nh\u1eadn di\u1ec7n c\u01a1 h\u1ed9i v\u00e0 \u0111i\u1ec3m d\u1ec5 t\u1ed5n th\u01b0\u01a1ng<\/li>\n<li>Nh\u1eadn bi\u1ebft \u01b0u ti\u00ean v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 c\u00e1c b\u00ean li\u00ean quan kh\u00e1c<\/li>\n<li>\u0110\u1ecbnh v\u1ecb hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a t\u1ed5 ch\u1ee9c d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 tr\u00ean<\/li>\n<li>\u0110\u00e1nh gi\u00e1 nh\u1eadn th\u1ee9c, th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi c\u1ee7a nh\u00e2n vi\u00ean v\u00e0 c\u00e1c b\u00ean li\u00ean quan n\u1ed9i b\u1ed9<\/li>\n<\/ol>\n<p dir=\"ltr\">Trong khung OASIS c\u1ee7a Government Communication Service (GCS, Anh), tinh th\u1ea7n n\u00e0y th\u1ec3 hi\u1ec7n \u1edf b\u01b0\u1edbc Audience and insights: tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c hay n\u1ed9i dung, ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng ph\u1ea3i tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c ai \u0111ang s\u1eed d\u1ee5ng ho\u1eb7c ch\u1ecbu \u1ea3nh h\u01b0\u1edfng b\u1edfi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, ch\u00ednh s\u00e1ch li\u00ean quan; th\u00e1i \u0111\u1ed9 hay h\u00e0nh vi n\u00e0o c\u1ea7n thay \u0111\u1ed5i; v\u00e0 r\u00e0o c\u1ea3n n\u00e0o \u0111ang t\u1ed3n t\u1ea1i m\u00e0 truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 gi\u1ea3i quy\u1ebft (Government Communication Service, 2020).<\/p>\n<h4 dir=\"ltr\">2. Ba nh\u00f3m n\u1ed9i dung c\u1ea7n ph\u00e2n t\u00edch<\/h4>\n<p dir=\"ltr\"><strong>2.1. M\u00f4i tr\u01b0\u1eddng v\u0129 m\u00f4 v\u00e0 ng\u00e0nh<\/strong><\/p>\n<p dir=\"ltr\">Bao g\u1ed3m c\u00e1c y\u1ebfu t\u1ed1 kinh t\u1ebf, ch\u00ednh tr\u1ecb &#8211; ph\u00e1p l\u00fd, x\u00e3 h\u1ed9i &#8211; v\u0103n ho\u00e1 v\u00e0 c\u00f4ng ngh\u1ec7 \u0111ang t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn t\u1ed5 ch\u1ee9c v\u00e0 ng\u00e0nh h\u00e0ng. Ngu\u1ed3n d\u1eef li\u1ec7u ch\u1ee7 y\u1ebfu l\u00e0 nghi\u00ean c\u1ee9u th\u1ee9 c\u1ea5p: b\u00e1o c\u00e1o ng\u00e0nh, s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea ch\u00ednh th\u1ee9c, tin t\u1ee9c kinh t\u1ebf, c\u00e1c nghi\u00ean c\u1ee9u \u0111\u00e3 c\u00f4ng b\u1ed1. C\u00e2u h\u1ecfi c\u1ea7n tr\u1ea3 l\u1eddi: \u0111i\u1ec1u g\u00ec \u0111ang thay \u0111\u1ed5i trong m\u00f4i tr\u01b0\u1eddng ho\u1ea1t \u0111\u1ed9ng, v\u00e0 thay \u0111\u1ed5i \u0111\u00f3 t\u1ea1o ra c\u01a1 h\u1ed9i hay r\u1ee7i ro g\u00ec cho ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng s\u1eafp t\u1edbi?<\/p>\n<p dir=\"ltr\"><strong>2.2. \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/strong><\/p>\n<p dir=\"ltr\">Ph\u00e2n t\u00edch \u0111\u1ed1i th\u1ee7 trong l\u1eadp k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng kh\u00f4ng ch\u1ec9 l\u00e0 so s\u00e1nh s\u1ea3n ph\u1ea9m, m\u00e0 t\u1eadp trung v\u00e0o ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng c\u1ee7a h\u1ecd: h\u1ecd \u0111ang truy\u1ec1n th\u00f4ng tr\u00ean k\u00eanh n\u00e0o, v\u1edbi th\u00f4ng \u0111i\u1ec7p g\u00ec, c\u00f4ng ch\u00fang ph\u1ea3n h\u1ed3i ra sao. Ph\u01b0\u01a1ng ph\u00e1p th\u01b0\u1eddng d\u00f9ng g\u1ed3m ph\u00e2n t\u00edch n\u1ed9i dung b\u00e1o ch\u00ed (media analysis) v\u00e0 ph\u00e2n t\u00edch m\u1ea1ng x\u00e3 h\u1ed9i (social media analysis) \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh share of voice, ch\u1ee7 \u0111\u1ec1 v\u00e0 s\u1eafc th\u00e1i th\u1ea3o lu\u1eadn (Weiner, 2021).<\/p>\n<p dir=\"ltr\"><strong>2.3. C\u00f4ng ch\u00fang m\u1ee5c ti\u00eau<\/strong><\/p>\n<p dir=\"ltr\">\u0110\u00e2y l\u00e0 ph\u1ea7n quan tr\u1ecdng nh\u1ea5t. Schechter (2023) ch\u1ec9 ra r\u1eb1ng ph\u00e2n t\u00edch c\u00f4ng ch\u00fang c\u1ea7n \u0111i qua c\u00e1c l\u1edbp \u0111\u1eb7c \u0111i\u1ec3m: nh\u00e2n kh\u1ea9u h\u1ecdc (tu\u1ed5i, gi\u1edbi, ngh\u1ec1 nghi\u1ec7p, h\u1ecdc v\u1ea5n, thu nh\u1eadp, \u0111\u1ecba b\u00e0n), t\u00e2m l\u00fd h\u1ecdc (gi\u00e1 tr\u1ecb, ni\u1ec1m tin, l\u1ed1i s\u1ed1ng) v\u00e0 h\u00e0nh vi. M\u1ed9t l\u01b0u \u00fd quan tr\u1ecdng: nh\u1eefng ng\u01b0\u1eddi c\u00f3 c\u00f9ng h\u00e0nh vi c\u00f3 th\u1ec3 xu\u1ea5t ph\u00e1t t\u1eeb nh\u1eefng gi\u00e1 tr\u1ecb kh\u00e1c nhau, n\u00ean kh\u00f4ng th\u1ec3 suy ra \u0111\u1ed9ng c\u01a1 ch\u1ec9 t\u1eeb h\u00e0nh vi b\u1ec1 m\u1eb7t.<\/p>\n<p dir=\"ltr\">GCS khuy\u1ebfn ngh\u1ecb ph\u00e2n kh\u00fac c\u00f4ng ch\u00fang theo nhi\u1ec1u bi\u1ebfn k\u1ebft h\u1ee3p: nh\u00e2n kh\u1ea9u h\u1ecdc, \u0111\u1ecba l\u00fd, m\u1ee9c \u0111\u1ed9 s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5, v\u0103n ho\u00e1 v\u00e0 th\u00e1i \u0111\u1ed9 &#8211; \u0111\u1ec3 truy\u1ec1n th\u00f4ng c\u00f3 tr\u1ecdng \u0111i\u1ec3m v\u00e0 kh\u00f4ng b\u1ecf s\u00f3t c\u00e1c nh\u00f3m kh\u00f3 ti\u1ebfp c\u1eadn. V\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch h\u01b0\u1edbng \u0111\u1ebfn thay \u0111\u1ed5i h\u00e0nh vi, m\u00f4 h\u00ecnh COM-B gi\u00fap x\u00e1c \u0111\u1ecbnh r\u00e0o c\u1ea3n thu\u1ed9c ba nh\u00f3m: n\u0103ng l\u1ef1c (capability &#8211; nh\u1eadn th\u1ee9c, ki\u1ebfn th\u1ee9c, k\u1ef9 n\u0103ng), \u0111\u1ed9ng l\u1ef1c (motivation &#8211; ni\u1ec1m tin, th\u00e1i \u0111\u1ed9, th\u00f3i quen) v\u00e0 c\u01a1 h\u1ed9i (opportunity &#8211; ngu\u1ed3n l\u1ef1c, m\u00f4i tr\u01b0\u1eddng, kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn). Truy\u1ec1n th\u00f4ng th\u01b0\u1eddng ch\u1ec9 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c r\u00e0o c\u1ea3n v\u1ec1 n\u0103ng l\u1ef1c v\u00e0 \u0111\u1ed9ng l\u1ef1c; n\u1ebfu r\u00e0o c\u1ea3n ch\u00ednh l\u00e0 c\u01a1 h\u1ed9i (thi\u1ebfu ti\u1ec1n, thi\u1ebfu th\u1eddi gian), c\u1ea7n can thi\u1ec7p ch\u00ednh s\u00e1ch song song (Government Communication Service, 2020).<\/p>\n<h4 dir=\"ltr\">3. Ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp d\u1eef li\u1ec7u b\u1ed1i c\u1ea3nh<\/h4>\n<p dir=\"ltr\">C\u00e1c ph\u01b0\u01a1ng ph\u00e1p ph\u1ed5 bi\u1ebfn g\u1ed3m (Weiner, 2021):<\/p>\n<ul dir=\"ltr\">\n<li>Nghi\u00ean c\u1ee9u th\u1ee9 c\u1ea5p v\u1ec1 xu h\u01b0\u1edbng kinh t\u1ebf, th\u1ecb tr\u01b0\u1eddng, x\u00e3 h\u1ed9i, \u0111\u1ed1i th\u1ee7 v\u00e0 ng\u00e0nh<\/li>\n<li>D\u1eef li\u1ec7u t\u1eeb c\u00e1c ph\u00f2ng ban kh\u00e1c trong t\u1ed5 ch\u1ee9c (b\u00e1n h\u00e0ng, ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng) ch\u1ee9a th\u00f4ng tin gi\u00e1 tr\u1ecb v\u1ec1 c\u00e1c b\u00ean li\u00ean quan<\/li>\n<li>Kh\u1ea3o s\u00e1t ho\u1eb7c ph\u1ecfng v\u1ea5n nh\u00f3m v\u1edbi c\u00f4ng ch\u00fang n\u1ed9i b\u1ed9 ho\u1eb7c b\u00ean ngo\u00e0i \u0111\u1ec3 n\u1eafm th\u00e1i \u0111\u1ed9, quan \u0111i\u1ec3m, s\u1edf th\u00edch<\/li>\n<li>Ph\u00e2n t\u00edch b\u00e1o ch\u00ed truy\u1ec1n th\u1ed1ng \u0111\u1ec3 bi\u1ebft truy\u1ec1n th\u00f4ng \u0111ang n\u00f3i g\u00ec v\u1ec1 t\u1ed5 ch\u1ee9c, \u0111\u1ed1i th\u1ee7 v\u00e0 m\u00f4i tr\u01b0\u1eddng ho\u1ea1t \u0111\u1ed9ng<\/li>\n<li>Ph\u00e2n t\u00edch m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 bi\u1ebft c\u00f4ng ch\u00fang \u0111ang n\u00f3i g\u00ec<\/li>\n<li>Ph\u00e2n t\u00edch d\u1eef li\u1ec7u web (web analytics) \u0111\u1ec3 d\u1ef1ng ch\u00e2n dung nh\u00e2n kh\u1ea9u h\u1ecdc v\u00e0 theo d\u00f5i h\u00e0nh vi t\u01b0\u01a1ng t\u00e1c<\/li>\n<\/ul>\n<p dir=\"ltr\">Trong b\u00e0i t\u1eadp v\u00e0 \u0111\u1ed3 \u00e1n m\u00f4n h\u1ecdc, sinh vi\u00ean th\u01b0\u1eddng kh\u00f4ng c\u00f3 ng\u00e2n s\u00e1ch nghi\u00ean c\u1ee9u s\u01a1 c\u1ea5p. Khi \u0111\u00f3, h\u00e3y khai th\u00e1c t\u1ed1i \u0111a nghi\u00ean c\u1ee9u th\u1ee9 c\u1ea5p v\u00e0 d\u1eef li\u1ec7u c\u00f4ng khai: b\u00e1o c\u00e1o ng\u00e0nh mi\u1ec5n ph\u00ed, s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea nh\u00e0 n\u01b0\u1edbc, quan s\u00e1t fanpage v\u00e0 k\u00eanh truy\u1ec1n th\u00f4ng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u1eabn \u0111\u1ed1i th\u1ee7. M\u1ed9t b\u1ea3n ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh t\u1ed1t t\u1eeb d\u1eef li\u1ec7u th\u1ee9 c\u1ea5p v\u1eabn thuy\u1ebft ph\u1ee5c h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c nh\u1eadn \u0111\u1ecbnh c\u1ea3m t\u00ednh kh\u00f4ng c\u00f3 c\u0103n c\u1ee9.<\/p>\n<h4 dir=\"ltr\">4. Communication Brief: \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u c\u1ee7a m\u1ecdi k\u1ebf ho\u1ea1ch<\/h4>\n<p dir=\"ltr\"><strong>4.1. Brief l\u00e0 g\u00ec<\/strong><\/p>\n<p dir=\"ltr\">Trong quan h\u1ec7 client &#8211; agency, brief l\u00e0 v\u0103n b\u1ea3n client cung c\u1ea5p \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng cho agency: b\u1ed1i c\u1ea3nh doanh nghi\u1ec7p, v\u1ea5n \u0111\u1ec1 c\u1ea7n gi\u1ea3i quy\u1ebft, m\u1ee5c ti\u00eau, c\u00f4ng ch\u00fang m\u1ee5c ti\u00eau, ng\u00e2n s\u00e1ch v\u00e0 th\u1eddi h\u1ea1n. T\u1eeb brief n\u00e0y, agency ph\u00e1t tri\u1ec3n k\u1ebf ho\u1ea1ch v\u00e0 \u0111\u1ec1 xu\u1ea5t s\u00e1ng t\u1ea1o. Trong n\u1ed9i b\u1ed9 agency, brief ti\u1ebfp t\u1ee5c \u0111\u01b0\u1ee3c &#8220;d\u1ecbch&#8221; th\u00e0nh creative brief &#8211; v\u0103n b\u1ea3n ng\u1eafn \u0111\u1ecbnh h\u01b0\u1edbng cho \u0111\u1ed9i s\u00e1ng t\u1ea1o v\u1ec1 insight, th\u00f4ng \u0111i\u1ec7p ch\u00ednh v\u00e0 y\u00eau c\u1ea7u s\u1ea3n ph\u1ea9m (Roberts-Crews, 2016).<\/p>\n<p dir=\"ltr\"><strong>4.2. C\u00e1c th\u00e0nh ph\u1ea7n th\u01b0\u1eddng g\u1eb7p c\u1ee7a m\u1ed9t Communication Brief<\/strong><\/p>\n<ul dir=\"ltr\">\n<li>B\u1ed1i c\u1ea3nh (background): t\u00ecnh h\u00ecnh doanh nghi\u1ec7p, th\u01b0\u01a1ng hi\u1ec7u, th\u1ecb tr\u01b0\u1eddng<\/li>\n<li>V\u1ea5n \u0111\u1ec1 ho\u1eb7c c\u01a1 h\u1ed9i truy\u1ec1n th\u00f4ng (problem\/opportunity statement)<\/li>\n<li>M\u1ee5c ti\u00eau (objectives): kinh doanh v\u00e0 truy\u1ec1n th\u00f4ng<\/li>\n<li>C\u00f4ng ch\u00fang m\u1ee5c ti\u00eau (target audience)<\/li>\n<li>Th\u00f4ng \u0111i\u1ec7p ch\u00ednh ho\u1eb7c \u0111\u1ecbnh h\u01b0\u1edbng th\u00f4ng \u0111i\u1ec7p (key message)<\/li>\n<li>S\u1ea3n ph\u1ea9m c\u1ea7n b\u00e0n giao (deliverables)<\/li>\n<li>Ng\u00e2n s\u00e1ch (budget)<\/li>\n<li>Th\u1eddi h\u1ea1n (timeline)<\/li>\n<li>Ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 (KPI\/measurement)<\/li>\n<\/ul>\n<p dir=\"ltr\"><strong>4.3. \u0110\u1ecdc brief nh\u01b0 th\u1ebf n\u00e0o cho \u0111\u00fang<\/strong><\/p>\n<p dir=\"ltr\">Nguy\u00ean t\u1eafc quan tr\u1ecdng: brief l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u \u0111\u1ec3 \u0111\u1eb7t c\u00e2u h\u1ecfi, kh\u00f4ng ph\u1ea3i v\u0103n b\u1ea3n \u0111\u1ec3 ch\u1ea5p nh\u1eadn nguy\u00ean tr\u1ea1ng. Ng\u01b0\u1eddi l\u1eadp k\u1ebf ho\u1ea1ch gi\u1ecfi lu\u00f4n \u0111\u1ed1i chi\u1ebfu brief v\u1edbi d\u1eef li\u1ec7u b\u1ed1i c\u1ea3nh t\u1ef1 m\u00ecnh ph\u00e2n t\u00edch. Ba c\u00e2u h\u1ecfi ki\u1ec3m tra n\u00ean \u0111\u1eb7t ra v\u1edbi m\u1ecdi brief:<\/p>\n<ol dir=\"ltr\">\n<li>V\u1ea5n \u0111\u1ec1 client n\u00eau trong brief c\u00f3 \u0111\u00fang l\u00e0 v\u1ea5n \u0111\u1ec1 th\u1eadt kh\u00f4ng, hay ch\u1ec9 l\u00e0 tri\u1ec7u ch\u1ee9ng? (V\u00ed d\u1ee5: client n\u00f3i &#8220;doanh s\u1ed1 gi\u1ea3m v\u00ec thi\u1ebfu qu\u1ea3ng c\u00e1o&#8221;, nh\u01b0ng ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh cho th\u1ea5y v\u1ea5n \u0111\u1ec1 n\u1eb1m \u1edf kh\u1ee7ng ho\u1ea3ng ni\u1ec1m tin sau m\u1ed9t s\u1ef1 c\u1ed1 s\u1ea3n ph\u1ea9m.)<\/li>\n<li>M\u1ee5c ti\u00eau trong brief c\u00f3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c kh\u00f4ng? N\u1ebfu brief ch\u1ec9 ghi &#8220;t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u&#8221;, c\u1ea7n l\u00e0m r\u00f5: t\u0103ng bao nhi\u00eau, trong nh\u00f3m c\u00f4ng ch\u00fang n\u00e0o, trong khung th\u1eddi gian n\u00e0o (n\u1ed9i dung n\u00e0y s\u1ebd h\u1ecdc s\u00e2u \u1edf Lesson 1.2).<\/li>\n<li>Ng\u00e2n s\u00e1ch v\u00e0 th\u1eddi h\u1ea1n c\u00f3 kh\u1ea3 thi so v\u1edbi m\u1ee5c ti\u00eau kh\u00f4ng? Ph\u00e1t hi\u1ec7n s\u1edbm s\u1ef1 v\u00eanh gi\u1eefa k\u1ef3 v\u1ecdng v\u00e0 ngu\u1ed3n l\u1ef1c gi\u00fap tr\u00e1nh cam k\u1ebft nh\u1eefng \u0111i\u1ec1u kh\u00f4ng th\u1ec3 th\u1ef1c hi\u1ec7n.<\/li>\n<\/ol>\n<p dir=\"ltr\">Trong b\u00e0i thi v\u00e0 \u0111\u1ed3 \u00e1n, khi nh\u1eadn \u0111\u1ec1 b\u00e0i d\u1ea1ng brief (ho\u1eb7c b\u1ed1c th\u0103m client), b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean lu\u00f4n l\u00e0 ph\u00e2n t\u00edch l\u1ea1i brief theo ba c\u00e2u h\u1ecfi tr\u00ean tr\u01b0\u1edbc khi vi\u1ebft b\u1ea5t k\u1ef3 d\u00f2ng k\u1ebf ho\u1ea1ch n\u00e0o.<\/p>\n<h4 dir=\"ltr\">T\u00e0i li\u1ec7u tham kh\u1ea3o<\/h4>\n<ul dir=\"ltr\">\n<li>Government Communication Service. (2020). <em>OASIS: Planning government communications<\/em>. https:\/\/www.communications.gov.uk\/publication\/guide-to-campaign-planning-oasis\/<\/li>\n<li>Roberts-Crews, J. (2016). <em>Writing for strategic communication industries<\/em>. The Ohio State University. https:\/\/ohiostate.pressbooks.pub\/stratcommwriting\/<\/li>\n<li>Schechter, S. (2023). <em>Public relations: From strategy to action<\/em>. BCcampus. https:\/\/pressbooks.bccampus.ca\/publicrelations\/<\/li>\n<li>Weiner, M. (2021). The communicator&#8217;s guide to research, analysis, and evaluation. Institute for Public Relations. https:\/\/instituteforpr.org\/wp-content\/uploads\/IPR-Guide-to-Measurement-v13-1.pdf<\/li>\n<\/ul>\n","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-606","lesson","type-lesson","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lesson 1.1: Ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh v\u00e0 \u0111\u1ecdc hi\u1ec3u Communication Brief - Dy Khoa Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/courses\/xay-dung-ke-hoach-truyen-thong-theo-campaign-framework\/lessons\/lesson-1-1-phan-tich-boi-canh-va-doc-hieu-communication-brief\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 1.1: Ph\u00e2n t\u00edch b\u1ed1i c\u1ea3nh v\u00e0 \u0111\u1ecdc hi\u1ec3u Communication Brief - 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